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Opinion

Geoffrey Precourt, WARC’s US editor, muses on some advertising strategies that were all the rage in his youth.

News

UK commuters shopping on their smartphones as they travel to work spend almost £23 billion a year, new research has calculated.

News

Bluetooth, the technology that uses wireless connectivity to exchange data across short distances, could be a powerful solution for measuring outdoor ads, according to a paper published in the Journal of Advertising Research (JAR).

Case Study

Cincinnati Children's Hospital used radio, DOOH and online ads to increase awareness of the effectiveness of its adult heart surgery services in Ohio, US.

Case Study

Volkswagen, the German carmaker, launched its T-Roc model on the Italian market through a cross-media campaign.

Case Study

Universal Studios Singapore used outdoor, social media and Spotify to create a fear of missing out among young people in Singapore, to increase visits to its Halloween Horror Nights event.

Article

Global strategies, campaign updates and trends in cinema.

Article

Global strategies, campaign updates and trends in the out-of-home market.

News

Out of home (OOH) may be the oldest advertising medium but it is one that is ideally placed to bring meaning back to advertising and help brands reconnect with consumers, according to an industry figure.

Article

Details some of the most important lessons shaving brand Friction-Free shaving have learned since it started its business three years ago.

Article

New research indicates that smart content and optimal sequencing can significantly boost the effectiveness of out-of-home campaigns by more than 30%.

Article

Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.

Article

This article examines key insights and reading on OOH effectiveness, a medium now in the thrall of digitisation, with the added capabilities of greater measurement and interaction.

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.

Research Paper

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

Article

Summarises the insights from a series of key papers addressing audience measurement, the quantifying of the number of people exposed to advertising across any given media; this includes radio listenership, TV viewing, newspaper and magazine readership, and traffic on websites.

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.

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.

Article

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

Case Study

Telecoms operator STC used live streaming from far-flung corners of the Kingdom to prove its network coverage credentials in Saudi Arabia.

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

KFC, the fast-food brand, used a partnership with a video game to increase sales in China.

Case Study

Mouthwash brand Listerine partnered with TV programme The Voice to reach audiences across Latin America.

Case Study

American newspaper The New York Times drew attention to the need for a functioning free press in the US through a multichannel strategy around World Press Freedom Day.