Advertising best practice, evidence and insights

What we know about the marketing applications of Big Data

Article • WARC Best Practice, May 2020

Aggregates the current thinking and writing on Big Data in a marketing context, including the insights that can be drawn from data sets that are so large, or complex, that traditional data processing applications are inadequate.

Thinking inside the box: Examining the changing nature of TV and opportunities for addressable advertising

Article • Harry Harcus, WARC Exclusive, September, 2020

Research by Finecast into addressable TV advertising effectiveness.

How to prepare for the next generation of commerce

Article • Stephen Whiteside, Event Reports, World Retail Congress, September 2020

The coming “fifth generation” of retail will require members of this category, and the brands that rely on them, to make significant changes to their strategies.

Reframing OOH strategy in Southeast Asia for a post-COVID world

Article • Moving Walls, WARC Best Practice, September 2020

Moving Walls offers advice on how brands can use data to improve the effectiveness of outdoor campaigns.

What we know about moment marketing

Article • WARC Best Practice, September 2020

Explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.

CVS Pharmacy joins fleet of retailers offering media services

News • 27/08/2020

With a raft of customer data, and its large (and essential) physical footprint, CVS is turning its internal capabilities into a product accessible to CPG brands.

First-party data a key concern for brands, WFA Programmatic survey finds

News • 20/08/2020

A majority of respondents to the WFA’s Programmatic, Data & Technology Global Survey 2020 said first-party data was now business critical for audience targeting, reflecting the importance of privacy to marketers.

How to plan for the new out-of-home normal

Article • Nicole Lonsdale, WARC Exclusive, August 2020

Exploration of how the pandemic has changed OOH media planning.

What's working in audio

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in audio.

The State of the Industry: Mobile Marketing in EMEA 2020

Data • WARC Data, July 2020

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.

How customer insights help Walmart maintain relevance and build out e-commerce

Article • Geoffrey Precourt, Event Reports, ANA Digital and Social Media Conference, July 2020

Walmart, the retailer, is leveraging strategic media partnerships as it seeks to serve consumers during the COVID-19 pandemic.

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.

Book excerpt from Restoring the Soul of Business

Article • Rishad Tobaccowala, WARC Exclusive, June 2020

This is an excerpt from the opening chapter of Restoring the Soul of Business: Staying Human in the Digital Age by Rishad Tobaccowala (HarperCollins Leadership, 2020), which discusses how the key to successful transformation in any organization lies between human intuition and data-driven insights.

DTC and CTV synergies come into focus as consumer habits shift

Opinion • James Young, June 2020

Telaria's James Young believes that DTC brands haven't yet unlocked the full benefits of CTV to reach audiences, and with COVID-19 changing consumer patterns, there are now even more synergies between the two.

Humanised experience: using data to create a more authentic brand engagement

Opinion • Kieron McCann, June 2020

A coronavirus-driven lurch to digital means that brands will inevitably increase their focus on data-driven personalisation.

Co-op: Optimised for attention

Article • Caroline Beesley, WARC Exclusive, June 2020

Looks at Co-op's approach of testing new innovations to better understand consumer attention.

What we know about marketing on Facebook

Article • WARC Best Practice, June 2020

Explores the current reading on the topic of marketing on Facebook – the best used social network in the world, reaching over two billion users every month.

How to prepare for playing in the Google Privacy Sandbox

Article • Jack Shearring, WARC Exclusive, May 2020

Explores the impact of Google’s decision to phase out third-party cookies from its Chrome browser.

Nissan relies on data to see it through the pandemic

News • 26/05/2020

Japanese automotive manufacturer Nissan has had to shift from its heavy reliance on brick-and-mortar to online thanks to COVID-19 lockdowns across many markets, but it expects the steps it is taking now will pay dividends offline post-pandemic.

Returning to the great outdoors: A four-step guide to OOH effectiveness after COVID-19

Article • Sophie Pemberton and Emily Alcorn, WARC Exclusive, May 2020

Advice for brands on returning to outdoor media after the coronavirus lockdown.

Tobaccowala believes “human” skills are critical to COVID-19 recovery

Opinion • Geoffrey Precourt, May 2020

Marketers need to remember the human touch and not solely rely on data as they build brands and respond to COVID-19 alike, according to Rishad Tobaccowala, a senior adviser to Publicis Groupe.

Finding order in the chaos

Opinion • Jon Manning, May 2020

Misinformation is rife in the post-COVID-19 marketplace. Media planners should remember the fundamental principles of data analysis: correlation does not imply causation.

Mondelez gets to grips with dynamic OOH

Article • Alex Brownsell, WARC Exclusive, March 2020

Lessons learned by Mondelez International in its experimentation with dynamically-served digital outdoor media.

Why brands cannot afford to delay post-Coronavirus comeback plans

Article • Geoffrey Precourt, Event Reports, ARF Coronavirus Virtual Town Hall, March 2020

Advertising budgets will come under pressure in many industries as a result of Coronavirus, raising the pressure on brand custodians to achieve the greatest possible efficiency.

Brands can thrive in planned retail disruption and use data to survive unplanned disruption

Opinion • Andrew Hill, March 2020

According to our forecasts, over half of retail transactions in the Asia Pacific region will be transacted via online retailers by 2023.

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