Data
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James McDonald, WARC Data, February 2018
This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry.
News
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31 January 2018
LONDON: The UK’s ad market reached a new milestone during the third quarter of 2017 as almost one in four pounds spent on advertising went to mobile, which posted year-on-year growth of 30.7% to £1.3bn, according to Advertising ...
Research Paper
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Bill Page, Zachary Anesbury, Sophia Moshakis and Alicia Grasby, Journal of Advertising Research, Digital First, December 2017
Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.
Article
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Tammy Greenberg, ANA Magazine, Forward, December 2017
Proves to marketers that radio can work for their brands by highlighting how the medium is successful through case studies from Coca-Cola, the soft drinks brand, and T-Mobile, a telecoms company.
Research Paper
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Vassilis Bakopoulos, John Baronello, and Rex Briggs, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 447-461
Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.
Article
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Chuck Kapelke, ANA Magazine, ANA Magazine, December 2017
Explains how digital out-of-home advertising (DOOH) is coming of age, and highlights how the opportunities are boundless for brands that are willing to invest and experiment.
Research Paper
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Research on WARC, ANA, May 2017
This report details the findings of a study into the costs and economics of the programmatic advertising ecosystem, and offers practical solutions to help advertisers take greater control of their programmatic investments.
Opinion
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James McDonald, April 2017
Mobile’s share of total UK internet adspend rose to over a third last year, and mobile accounted for 99% of new online ad money in 2016, according to the latest results from the AA/WARC Expenditure Report, released this week.
News
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25 April 2017
LONDON: Digital formats helped drive UK adspend 3.9% higher in the fourth quarter of last year, the highest grossing quarter on record, according to the Advertising Association/WARC Expenditure Report.
Research Paper
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Rolfe Swinton, ESOMAR, MENAP Dubai, March 2017
This paper looks at the rise of person-centric measurement and how to measure media consumption in Saudi Arabia and Turkey, given the disruption of emergent digital platforms.
Research Paper
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Stephen Richard Dix and Ian Phau, Journal of Advertising Research, Vol. 57, No. 1, 2017, pp. 15-27
Television advertising-avoidance research delivers a broad range of estimates for the extent of channel switching during advertising breaks (i.e., commercial zapping).
Case Study
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Institute of Advertising Practitioners in Ireland, Bronze, ADFX Awards, 2016
This case study shows how Heineken Ireland, a global beer brand, built a strong communications campaign and delivered on commercial objectives during the Rugby World Cup (RWC) held in Ireland.
Case Study
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Institute of Advertising Practitioners in Ireland, Silver, ADFX Awards, 2016
This case study describes how PhoneWatch, which sells monitored home alarm systems in Ireland, reversed declining sales by using a combination of primarily TV and digital.
Article
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Susanna Cousins, WPP Atticus Awards, Merit, Advertising, 2016
This essay explores agencies' value to boardrooms, considering what they need to change in order to remain relevant and prepared to face business problems.
Article
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Sonia Paul, Event Reports, Adobe Summit, March 2016
This event report offers an insight into how DuPont, the conglomerate, created two mobile apps to support its agriculture business in multiple markets.
Article
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Judith Warn-Ford, Ebiquity, February 2016
This article looks at the media viewing habits of millennial consumers, how they respond to advertising and how they view brands.
Article
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Admap, February 2016, pp. 48-49
This brief article rounds up the international forecasts for 2016.
Article
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Naren Patel, WARC Exclusive, January 2016
This article outlines several of the key trends that will impact out-of-home advertising in the UK in 2016.
Article
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Andrew Lazenby, WARC Exclusive, A Practitioner's Guide to Customer Acquisition, January 2016
This article explains how to use mobile.
Article
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Andrew Lazenby, WARC Exclusive, A Practitioner's Guide to Customer Acquisition, January 2016
This article explains how to use SMS in customer acquisition.
Article
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Andrew Lazenby, WARC Exclusive, A Practitioner's Guide to Customer Acquisition, January 2016
This article explains how to use outdoor in customer acquisition.
Research Paper
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Gian Fulgoni, Journal of Advertising Research, Vol. 55, No. 4, 2015, pp. 358-361
This article asks whether the gross rating point (GRP) measures, which have long been used within the traditional platforms of television, radio and print to gauge how much advertising 'pressure' is being delivered, are outdated in a digital world.
Article
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Rachel Robinson, Admap, December 2015, pp. 44-45
This article reports on research into cross-device advertising effectiveness, concluding that the best campaigns deliver seamless campaigns across devices and provide a unified experience for consumers.
Article
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Rob Norman, Admap, September, 2015, pp. 14-16
This article argues that the media landscape is changing again, and that as the popularity of apps grows the trend towards fragmentation will reverse.
Research Paper
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Ori Stitelman, Blake Aber, Brian Dalessandro and Lauren Moores, ARF Experiential Learning, Audience Measurement, June 2015
This paper argues that using mobile location signal and desktop digital data can provide a robust and efficient methodology for analysing, targeting and measuring audiences exposed to OOH.
