Article
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WARC Best Practice, April 2019
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.
Article
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Sam Peña-Taylor, Event Reports, I-COM Data Creativity Awards, Winner - General Category, May 2019
Godrej’s HIT brand, a consumer insect repellent brand, worked with Mindshare in India to push its place in the combat against dengue fever, an insect-borne disease, by bringing together a community of donors.
Article
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Anna Hamill, WARC Exclusive, May 2019
Diageo, the multinational drinks company, is prioritising responsible data handling, combating ad fraud and finding the right balance on personalisation.
Article
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Geoffrey Precourt, Event Reports, ANA Media Conference, April 2019
Brands may need to rethink their approach to content in order to have the desired impact among consumers.
Opinion
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Lena Roland, May 2019
The May issue of Admap puts the spotlight on data ethics . According to the Open Data Institute, data ethics is “a branch of ethics that evaluates data practices with the potential to adversely impact on people and society – in data collection, sharing and use”.
Article
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Oliver Feldwick, Admap, May 2019
As non-human actors that think fundamentally unlike us, are being asked to make decisions and take actions that affect us, there are very valid concerns around possible negative or unintended impacts of AI.
Article
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Charla Griffy-Brown, Admap, May 2019
Marketing AI solutions offer ways to leverage enormous supplies of data to anticipate the customer’s next move and personalise the customer experience.
Opinion
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Amrita Randhawa, April 2019
Looking at the WARC Media 100, the increasing sophistication of campaigns that use geographic data and targeting, and the seamless integration of those data sets, stands out as a key differentiator.
Rankings
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Rankings Articles, April 2019
Discusses lessons from the top Media 100 campaigns, including an interview with Stephen Allan, Chief Executive Officer, MediaCom and the top 2019 campaigns.
News
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11 April 2019
The increasing availability and reach of data-driven advertising within online retail environments promises to take performance media to the next level, a new WARC report says.
News
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09 April 2019
The current smart TV landscape is a bit of “mess”, says European broadcaster RTL/Adconnect, whose response has been to separate inventory sales into two distinct areas – connected TV and addressable TV.
Article
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Alex Brownsell, WARC Trends, April 2019
Examines how Walmart, Kroger and Target are exploring if, like Amazon, they too could exploit the customer data they possess and build an advertising business, with the aim of both increasing basket value and using ads to mitigate revenue losses.
Article
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Alex Brownsell, Event Reports, Advertising Week Europe, March 2019
RTL/Adconnect, the European TV broadcaster, is packaging connected TV and addressable TV inventory in different ways depending on local market trends.
Article
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Joe Root, WARC Exclusive, March 2019
A guide for digital media publishers on how to implement a data-driven advertising sales model, using first-party audience data.
Opinion
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David Lloyd, March 2019
While some colleagues may be put off by the use of data, it is fundamentally about imbuing the decision-making process with relevant information, creating a culture of learning.
Article
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WARC Exclusive, March 2019
Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
Rankings
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Karine Courtemanche, Rankings Articles, March 2019
Via Rail’s campaign, ranked second in the Media 100 rankings, used real-time data to persuade motorists to ditch their vehicles in favour of trains.
Article
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IAB, February, 2019
Examines the trends, challenges and opportunities of the Direct Brand Economy, and highlights initial suggestions for media sellers to better serve these marketers and help grow their business, which include:
Article
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Geoffrey Precourt, Event Reports, IAB Annual Leadership Meeting, February 2019
ThirdLove, the direct-to-consumer underwear brand for women, has disrupted a category that was rife with pain points for customers.
Article
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IAB, October, 2018
Notifies buyers in the US on the benefits, opportunities and processes for conducting attribution studies within the confines of Addressable TV/VOD and OTT/CTV.
Article
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Geoffrey Precourt, Event Reports, IAB Annual Leadership Meeting, February 2019
As direct-to-consumer brands start to make an impression in multiple industries, legacy businesses have begun to rapidly develop their own capabilities in the digital space.
News
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04 February 2019
The potential of data-driven marketing has teased marketers for several years without that promise ever being delivered but that’s all set to change in 2019, according to Unilever’s chief marketing and communications officer.
Article
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WARC Best Practice, February 2019
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.
Research Paper
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Jack Smyth, WPP Atticus Awards, Highly commended, 2018
Click-through rates have been the subject of spectacularly short-sighted strategies, which is hindering client trust in agencies.
Article
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Stephen Whiteside, Event Reports, CES 2019, January 2019
Unilever, the fast moving consumer goods manufacturer, is preparing for a near future in which data-driven marketing at scale becomes a true possibility.
