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Thinking local in digital experience

Opinion • Dan Herman, January 2022

The discipline of experience is maturing rapidly in South Africa. The next step is to bring more localisation to experience efforts, says Joe Public’s Dan Herman.

Brands get ahead by trialling campaigns in cookieless environments

Opinion • Philip Acton, January 2022

With both Apple and Mozilla having already banned third-party cookies in their browsers, and Google planning to follow suit in 2023, now is the time for publishers and advertisers to work together towards a cookieless future, says Adform’s Philip Acton.

The era of fragmentation

Article • Oliver Feldwick, WARC Best Practice, January 2022

The world swings in a pendulum between centralisation and fragmentation.

Marketers view customer experience and big data as most important for digital transformation

Data • Rob Clapp, WARC Data Points (Curated), January 2022

An overview of what marketers think are the most important elements of digital transformation.

Digital marketing budgets accelerated in December

Data • Rob Clapp, WARC Data Points (Curated), January 2022

An overview of global marketing budgets by medium between July and December 2021.

What we know about attention

Article • WARC Best Practice, January 2022

Looks at the importance of strong emotional response, channel fitness-for-purpose and quality targeting in creative execution.

Going back to digital marketing basics: A defence of CPM

Opinion • Nadia Ozeri, January 2022

CPM is a marketing mainstay for good reason and when properly deployed can be an impressively powerful metric, says Nadia Ozeri of Total Media Solutions.

Global media inflation to reach 4% this year

Data • Rob Clapp, WARC Data Points (Curated), December 2021

An overview of global media inflation by medium in 2021.

Virtual influencers are poised to reach a tipping point in 2022

Article • Christina Chong, WARC Exclusive, December 2021

Virtual influencers have proven they’re here to stay; In 2022 they’ll demonstrate their swaying power too.

Marketer's Toolkit: APAC Regional Trends Report 2022

Article • WARC Exclusive, January 2022

Part of the Marketer’s Toolkit 2022, this Regional Trends Report looks at the upcoming trends in the APAC market.

Product as media channel: How brands can leverage digital identities as powerful owned media

Article • Cyrus Gilbert-Rolfe, WARC Exclusive, December 2021

This article explains how brands can create direct engagement with consumers, gather valuable consumer data, and showcase sustainability information through digital identities on products and packaging.

The emerging commerce advertising landscape in Europe: signals, trends, outlook

Article • IAB Europe, Research on WARC, December 2021

Macro changes during the pandemic have accelerated long-term growth of digital advertising.

Marketing budgets accelerated strongly in November

Data • Rob Clapp, WARC Data Points (Curated), December 2021

An overview of global marketing budgets by medium between June and November 2021.

IAB UK: Powering up – helping UK SMEs unlock the value of digital advertising

Case Study • MRS Awards Papers, Winner, Business-to-Business Research, 2021

IAB UK, the internet marketing service, worked with research agency MTM to deliver an interactive tool for SMEs in the UK.

Beyond omnichannel retail to convergent commerce

Article • Alison Chaltas, Norrelle Goldring and Jane Lattimore, WARC Exclusive, December 2021

Proliferating digital commerce channels mean brands need to de-average channels, touchpoints and shopper segments to create seamless experiences across the evolving customer journey.

Inclusivity in online advertising: The state of representation, the business impact of inclusion, and how to move forward

Article • Michelle Klein and Fernanda de Lima Alcantara, WARC Exclusive, Spotlight US, December 2021

Shares and analyzes data from several studies looking at different aspects of representation and inclusion in the marketing industry, and steps toward improvement.

Retail media ad costs rise 21% to new high

Data • Rob Clapp, WARC Data Points (Curated), November 2021

An overview of digital advertising (social media, search and retail media) costs.

ECI Media Management Inflation Report Q4 2021

Data • ECI, WARC Data, November 2021

A Q4 2021 update of ECI Media Management's Media Inflation Report explores trends in media inflation globally, by region and in key markets in 2021 and 2022.

How Thai brands can automate without losing the human touch

Article • Thanoos Kerdlaup, WARC Exclusive, November 2021

With the influx of digital customers, ADA’s Thanoos Kerdlaup explains why marketing automation is required in order for brands to maintain the personal touch.

Martech grows to a $150bn market in North America and UK

Data • Amy Rodgers, WARC Data Points (Curated), November 2021

An overview of the estimated market size of marketing technology (martech) in North America and the UK.

TV accelerated its marketing budget growth in October

Data • Rob Clapp, WARC Data Points (Curated), November 2021

An overview of global marketing budgets by medium between May and October 2021.

The Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.

Marketing trends in 2022: Consumer insights and data

Article • James Fox, WARC Exclusive, November 2021

The year 2022 will see the move from big data ad targeting to consent-driven personalisation, and there will be an increasing shift of focus for brands all along the supply chain to bring consumer learnings in-house to power strategic decision making.

HSBC’s Suresh Balaji: Why Asia is banking on digitisation

Opinion • Biprorshee Das, November 2021

With the pandemic accelerating digital adoption, Suresh Balaji, Chief Marketing Officer – Asia Pacific, HSBC, speaks to WARC’s Biprorshee Das for Marketer’s Toolkit 2022 about how the bank is engaging its customers and developing new products as traffic shifts increasingly to online channels. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .

How Dr. Martens rebooted its ad targeting to prepare for a cookie-less futures

Article • Stephen Whiteside, Event Reports, Interactive Advertising Bureau’s Audience Connect conference, October 2021

Dr. Martens, the footwear brand, ran a successful digital experiment that demonstrated the potential of cookie-less campaigns to generate significant results.

The Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.
Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.
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.
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.
The WARC Guide to shoppable media

Article • WARC Best Practice, March 2021

A summary of new thinking and best practice on shoppable media.
Global Ad Trends: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include: