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Post-pandemic social trends

Article • Peter Gasston and Camila Toro, WARC Exclusive, June 2021

The pandemic forced socialising online.

Data privacy is the main barrier to mobile marketing growth

Data • Rob Clapp, WARC Data Points, June 2021

An overview of barriers to mobile marketing's growth according to marketing professionals in EMEA.

State of the industry 2021: Mobile marketing in EMEA

Data • WARC Data, June 2021

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.

Identity reimagined in a cookie-less world

Opinion • Iván Markman, June 2021

When the time comes to say goodbye to third-party data, Verizon Media’s Iván Markman notes that advertisers and publishers will have to quickly adopt new solutions to bridge the identity gap across digital channels and deliver meaningful revenue.

Apple adspend muted as Android grows since iOS 14.5

Data • Rob Clapp, WARC Data Points, June 2021

An overview of spend on advertising delivered via iOS and Android devices during Apple's push into data privacy and protection with iOS 14.5.

Google and Facebook offer very different visions for the future of privacy and personalisation

Opinion • Alex Brownsell, May 2021

Divergence in how digital media giants define privacy may cause headaches for marketers, writes Alex Brownsell.

How a safety-first strategy can help travel and hospitality brands succeed in the year ahead

Article • DoubleVerify, Research on WARC, June, 2021

An analysis of the trends in the travel and hospitality sector across fraud, viewability, and brand safety and suitability.

Finding a ray of light in Indonesian dark social

Article • Elki Hendria, WARC Exclusive, Spotlight SEA, May 2021

M&C Saatchi’s Elki Hendria outlines how Indonesian brands can enter dark social spaces to cultivate advocates.

Respect: The key to entering Vietnam’s dark social spaces

Article • Nick Pan, WARC Exclusive, Spotlight SEA, May 2021

VMLY&R Asia’s Nick Pan looks at how brands can find ways to engage with Vietnamese consumers within private social spaces.

Why killing the cookie could be good for market research

Opinion • Henrik Lauritzen, May 2021

No more cookies doesn’t mean no more cross-media audience measurement, but it does herald a new role for market research, suggests Henrik Lauritzen, CEO at AudienceProject.

Adtech + martech: Enriching the customer experience

Article • Gabey Goh, WARC Exclusive, May 2021

The convergence of adtech and martech can better tailor the customer experience to the individual – WARC’s Gabey Goh speaks to Oracle and Wunderman Thompson about how much of this is evident in APAC marketing.

Leveling up consumer privacy practices in APAC

Article • Low Lai Chow, Event Reports, Campaign360 virtual conference, May 2021

Companies, in general, recognise the importance of consumer data privacy, according to a study – The Price of Privacy on APAC’s Advertising Ecosystem 2021– but most have yet to realise that privacy can be a competitive advantage.

From audiences to individuals: Adopting a data-driven strategy to advance healthcare marketing from unknown to known patients

Article • Brennan Mason, WARC Exclusive, Spotlight US, May 2021

Examines why healthcare marketers need to shift from large-scale marketing efforts to more focused, data-driven marketing.

Nestlé explores identity options for the post-cookie marketing landscape

Article • Alex Brownsell, Event Reports, Advertising Week Europe, May 2021

Food and confectionery giant Nestlé is preparing for the deprecation of third-party cookies.

Just 11% of iOS 14 users have allowed ad tracking

Data • Rob Clapp, WARC Data Points, May 2021

An overview of the opt-in rate for app tracking among iOS 14 users (those that can allow or reject app tracking).

Click to buy: The growing opportunity of shoppable media

Opinion • Gabey Goh, May 2021

Shoppable media is the latest marketing opportunity and WARC’s Gabey Goh says the upcoming eTail Asia 2021 conference will outline the key drivers of this shoppable trend and what it means for marketers.

The consent economy will change digital advertising, but not for the worse

Opinion • Pierce Cook-Anderson, April 2021

Why data co-ops may be a path forward for identity solutions

Opinion • Matt Frattaroli, April 2021

Joining a data cooperative can give brands the opportunity to connect their first-party data to a collaborative environment and provide them with access to complementary second-party data and analytics, according to Matt Frattaroli from Alliant, a data-driven audience company.

Publishers look to the future of post-cookie identity

Article • Sam Peña-Taylor, Event Reports, VideoWeek's Future of Identity, March 2021

Explores some of the options for post-cookie ad targeting and how publisher groups like the Ozone Project and adtech organisation’s like WarnerMedia’s Xandr are looking to the future.

Attention seekers welcome

Article • Anna Sampson, WARC Exclusive, April, 2021

With the demise of the cookie and a renewed focus on attention, context is key when it comes to effective advertising.

Why the death of third-party cookies should lead social media marketers to reprioritise creative

Opinion • Brittany Wickerson, March 2021

Through a combination of people-led planning, retooling measurement and creative innovation it's possible to be as effective – or more so – than before, writes Brittany Wickerson.

The power of small data

Article • Ross Innes, WARC Exclusive, March, 2021

A decline in data quantity need not mean a reduction in advertising effectiveness.

The three tiers of first-party data strength and what they mean for brand’s identity strategies

Article • John Nardone, WARC Exclusive, Spotlight US, March 2021

Looks at brands’ identity strategies, and how to prepare for a cookie-less future, given the current state of each brand’s first-party data.

How direct publisher integrations can help chart the future of advertising

Article • Jane Ostler, WARC Exclusive, Spotlight US, March 2021

Explains why direct integrations with publishers may be one path forward for marketers in a post-cookie world.

Predicting the unpredictable

Opinion • Anthony Scriffignano, March 2021

Politicians and business people like to say they’re led by the data, but what happens when things are changing faster than data can be collected ? Anthony Scriffignano has some advice.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
What we know about segmentation

Article • WARC Best Practice, May 2021

Current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.
2020 Social Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, July 2020

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.
Insights from the 2020 IPA Effectiveness Awards: Analysis and lessons from the winning work

Article • WARC Exclusive, February 2021

Reveals the trends and lessons from the 2020 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.