Data
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Rob Clapp, WARC Data Points, June 2021
An overview of barriers to mobile marketing's growth according to marketing professionals in EMEA.
Opinion
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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.
Data
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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.
Article
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Leigh Gammons, WARC Best Practice, May, 2021
A five-step guide for how brands with legacy infrastructure can digitise customer onboarding.
Article
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WARC Best Practice, May 2021
Details how marketers can use personalisation effectively, including which media work best and why a two-way conversation with the consumer is essential.
Article
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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.
Opinion
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Cathy Taylor, May 2021
2021 is the year of the vaccine – and the year of vaccine branding. Never before has there been such high consumer awareness of vaccine brands.
Article
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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.
Data
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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).
Article
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Stephen Whiteside, Research on WARC, March 2021
A study published in the Journal of Marketing highlighted several opportunities and risks that may come from using genetic data in marketing campaigns.
Article
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Mike Addonizio, WARC Exclusive, February, 2021
Despite an early pandemic dip, podcast downloads have rebounded, proving the platform’s popularity beyond how it became part of once-familiar commuting habits.
News
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02 February 2021
Consumer packaged goods manufacturers such as PepsiCo are rapidly increasing their direct knowledge of consumers in ways that are reminiscent of wider trends in the media and advertising sector.
Article
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Dan Calladine, WARC Webinars, January 2021
Dan Calladine, head of media futures at Carat, discusses key insights from its recently released annual report which highlights twelve societal and media trends – and their implications for brands.
Article
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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.
News
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08 January 2021
WhatsApp, the Facebook-owned messenger service, has updated its privacy policy in which users must agree to share their personal data with the social network or lose access.
Article
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Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2020
Business-to-business (B2B) marketers should give deep, human insights the same exalted status as consumer brands do in developing their campaigns.
News
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13 November 2020
Maintenance of accurate economic forecasting is just one of the difficulties posed by COVID-19, but a new paper outlines an approach that links actual transaction data with consumer sentiment to create a better picture of what is likely to happen nex
Opinion
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Rob Hollands, October 2020
Rob Hollands, MD, SharpEnd outlines the opportunities and watchouts for brands looking to engage consumers through connected packaging.
Opinion
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Jenny Stanley, October 2020
Have you ever noticed a QR code on the milk carton, wine bottle or yoghurt pot? If you scan it with your smart phone camera – it will take you to a connected experience where you will find product information, discount codes, competitions and interactive games or virtual reality experiences.
Opinion
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Faris Yakob, October 2020
Dominos is not a pizza company – it’s a tech company that happens to sell a lot of pizza, observes Faris Yakob, but embracing experience design means it competes on experience beyond product.
News
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22 September 2020
More US consumers in 2020 are ready to hand over sensitive data like their social security numbers, financial and medical information, than in both the previous two years, according to the Advertising Research Foundation’s (ARF) third annual Privacy
Opinion
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Sam Peña-Taylor, September 2020
With the announcement of a new health-tracking device, Halo, Amazon takes a step in the direction of probably the most disruptable marketplace, healthcare.
News
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26 August 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.
Article
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Stephen Whiteside, WARC Exclusive, August 2020
Fitbit, the fitness-technology company, ran a digital campaign that aimed to determine if it could achieve strong results without using cookies.
News
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28 July 2020
Online food delivery in India has only recovered to half its pre-lockdown peak, according to Swiggy, which this week announced it is having to lay off more staff despite its sophisticated customer engagement strategy.
