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Article

This article provides guidance and reading on what is possibly the oldest and most recognisable advertising medium, how it is adapting to the digital present and taking on the complexities and varieties of a continuously relevant medium.

Article

While the attention economy focuses on clicks, shares and instance gratification, out-of-home (OOH) advertising can achieve long-term brand salience and value.

Article

Provides guidance and reading on the topic of Ad blocking, the process through which a consumer can opt-out of receiving marketing messages; how it affects publishers' business models and how it is reaching crisis point.

Article

Provides guidance and key reading on brand safety, including the impact fake news can have on brand credibility and how brands can ensure advertising appears in appropriate and relevant contexts.

Research Paper

Food advertising is widely believed to influence children’s food preferences, although the evidence is not conclusive.

Article

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Research Paper

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

Research Paper

Attribution modeling (AM) has a crucial role in measuring the impact of advertising inputs in driving actions (clicks, conversions, purchases, homepage visits, etc.).

Article

This article sets out key insights about the use of virtual reality within the advertising industry, arguing that the complete brand experience it can offer users will make it increasingly important in an ever more distracting world.

Article

IBM, the technology giant, is using agile marketing as it seeks to engage with consumers in impactful ways.

Article

Provides guidance, best practice, and reading on viewability - a pressing issue in digital advertising, as agencies are demanding 100% viewability with new verification techniques; improvements can drive a significant ROI improvement.

Article

L'Oréal, the beauty company, has built out market insights and foresight capabilities as it seeks to prepare for an increasingly complex future.

Article

Provides marketers with information about the risks of online ad fraud, which is costing the industry billions a year, and ways of taking action against it.

Article

This article provides guidance and reading on the subject of real-time marketing; closely aligned with technologies like programmatic, its implications travel across the marketing ecosystem.

Opinion

Burger King stays relevant by tapping what people are talking about and adapting technology to meet consumer needs, says Fernando Machado, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.

Article

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

News

A new study in the Journal of Advertising Research (JAR) offers valuable insights into the impact of search, display and programmatic ads on conversion, based on a campaign that reached approximately 120 million users.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

News

The US lingerie brand is struggling to keep its signature show fresh in its native market, but in China the brand is finding a moment of cultural change as public displays of sexuality are shedding their stigma.

Case Study

ŠKODA, the car brand, used a series of viral videos to increase brand awareness in Taiwain.

Case Study

Drinks manufacturer Diageo joined forces with TV cooking show MasterChef and created a multimedia strategy to boost spirit sales in Australia.

Case Study

Anti-dandruff shampoo Clear changed its brand proposition and used its sponsorship of the NBA Live app to increase brand awareness of its Cool Sport hero variant, and drive engagement in the Philippines.

Case Study

Gaming company EA used influential car-modification content creators to create a digital campaign to launch its Need for Speed Payback driving game in Australia.

Case Study

American newspaper The New York Times, used a global multichannel strategy to draw attention to the need for a functioning free press around World Press Freedom Day.