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Data

This report summarises the latest research from WARC's Data platform, with a focus on sponsorship. Key findings include:

News

GLOBAL: With an ever-expanding list of video ad options, marketers must evaluate platforms based upon a set of fundamental elements and make impartial assessments of their ability to build brand success, according to a leading industry figure.

Article

Focuses on the role and effectiveness of premium multi-screen video in a marketer’s video plan and identifies six key elements of a strong video ad platform.

Opinion

Driving success in automotive advertising can be a tough ask. Saddington Baynes’ Chris Christodoulou explores how experience can inform auto advertising.

Article

This article examines the need for new measurement systems to keep pace with the changing environment, as advertising clutter becomes a major concern.

Article

This article argues that it is time to capture quality attention, measure and trade it fairly, and then fill it with content that is entertaining, engaging, educational and enticing.

Article

Reveals the findings of in-depth research into understanding the attention levels dedicated to video streaming devices and platforms.

Research Paper

Provides lessons for TV planners and advertisers based on the results of research from Belgium that examined attention levels to TV programmes.

Article

Airbnb, the online hospitality company, leveraged Twitter to insert itself into the Academy Awards, despite being locked out of the event as an official advertiser.

Case Study

U by Kotex (UbK), a feminine hygiene brand, produced a TV and social campaign in Australia that broke category conventions by showing that women can achieve cool things, whether they're on their period or not.

News

ASIA-PACIFIC: Mobile has yet to reach its effectiveness potential in Asia-Pacific according to a new WARC report which also highlights the role of mobile payments in driving marketing change in the region.

Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across APAC on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across the UK on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Article

Data-driven messaging can be used to deliver a personalised, omnichannel customer experience to each consumer.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Opinion

What lessons did we learn from World Cup 2018 marketing strategies, and how can their influence be harnessed to deliver winning campaigns? TVSquared’s Marlene Grimm investigates.

Article

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

Article

Examines key insights on product placement, the subtle form of advertising for promoting branded products and services, which can enhance brand awareness, recall and drive sales.

Article

Discusses key characteristics that can help marketers prioritise strategies to bond with the up-and-coming consumer generations and outlines case studies from across the world of brands that are successfully connecting with NextGen consumers.

Opinion

The price of TV and online video varies, but the cost does not always correlate to effectiveness. Here, MediaCom’s Marko Matejčić looks at the cost of one second of attention in order to better compare channels.

News

SAN JOSE, CA: Global mobile video consumption continued to rise in the first quarter of 2018, with almost three out of every five videos being watched on mobile, although there are signs that its growth rate is slowing.

Case Study

Domino's, a pizza brand, increased its online sales on New Year's Day by taking over a Sky TV channel and launching the Recovery Channel for hungover viewers in the UK.

Article

The role of the Chief Marketing Officer is changing, especially in India, and marketers must stay on top of evolving business priorities, according to United Breweries CMO Samar Singh Sheikhawat.

Research Paper

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.