Article
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Rafael Martin and Staffan Holgersson, WARC Exclusive, April 2021
With the traditional B2B marketing playbook in need of a refresh, marketers need a new approach to channel planning, say global media agency Essence’s Rafael Martin and Staffan Holgersson.
Data
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Cinzia Petio, WARC Data Points, March 2021
An overview of marketers' change in their approach to advertising investment as a consequence of COVID-19.
Opinion
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Oliver Eriksson, March 2021
The proof of authenticity and provenance offered by non-fungible tokens or NFTs opens up numerous possibilities for brands to use as a way to encourage loyalty, long-term fan engagement and advocacy.
Article
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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.
Opinion
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Poonam Kumar, Irene Joshy and Pablo Gomez, March 2021
To master the new rules of marketing effectiveness post-pandemic, brands must be agile and focus on risk intelligence to grow; they have to get creative right as content consumption soars; and they must use insights and data strategically to tap media and communication opportunities.
Opinion
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Rob Clapp, March 2021
This month: How advertisers can double their return on investment (ROI), some of the challenges and opportunities for B2B marketers and the future landscape of TV advertising and audiences.
Opinion
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Raja Narula, Nicola Pollin and Melissa Lee, March 2021
Brand websites are an invaluable channel in a consumer’s buying journey and brands should adopt a robust direct-to-consumer strategy to establish a holistic online retail presence. Google research shows that a brand website is critical to a brand’s online success and reveals insights for building a robust brand website strategy.
Article
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WARC Webinars, March 2021
Isobar Commerce's Patrick Deloy and Nathan Petralia share insights from their contribution to the WARC Guide to Shoppable Media on the pros and cons of investing in paid shoppable media advertising.
Article
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Lotame, Research on WARC, March, 2021
Lotame, a data solutions company, conducted a global survey of over 1,000 marketers and publishers to understand what the future of advertising, beyond the cookie, means and how its primary stakeholders are preparing.
Opinion
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Naresh Gupta, March 2021
India’s recently-issued IT guidelines seeking to regulate content on social media, digital news and OTT are being viewed as excessive. While entertainment content should not be left unmonitored, there must be a more liberal approach to crafting and implementing rules.
Opinion
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Ciaran Deering, March 2021
The demise of third-party cookies will hit SMEs hard. Yet with careful planning and investment in first-party data, they will be able to continue to enjoy the benefits of digital advertising.
Article
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WARC Category Intelligence, March 2021
Global strategies, campaign updates and trends in the automotive category.
Article
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Tim Geenen, WARC Exclusive, March 2021
Advises media owners on how to manage and monetise audience data.
Opinion
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Ian Hocking, March 2021
South China Morning Post’s Ian Hocking touts a non-Open Marketplace advertising solution that optimises efficiencies and increases return on investment by connecting first-party data and persistent user IDs to programmatic deals.
Article
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Chris Donnelly, WARC Exclusive, March, 2021
Luxury is in a state of flux: political, social, and economic forces are moving the dial, blurring the lines between high culture and subculture.
Article
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WARC Category Intelligence, March 2021
Global strategies, campaign updates and trends in data-driven marketing.
Data
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ECI, WARC Data, March 2021
A Q1 2021 update of ECI Media Management's Media Inflation Report explores the effect of the pandemic on media inflation in 2020, and provides forecasts on how it will recover globally, by region and in key markets in 2021.
Opinion
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Gonzalo Brujo, March 2021
Gonzalo Brujo, Global President, Interbrand is on the Business-to-Business jury for the 2021 WARC Awards for Effectiveness, in association with LIONS. Here he talks about the importance of listening, what B2C businesses can learn from the B2B sector and how to develop digital brand experiences.
Opinion
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Chris Charman, March 2021
Google has said it plans to end individual tracking on the open web. Chris Charman considers some next steps for advertisers.
Article
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Brian Carruthers, Event Reports, LIONS Live, March 2021
L’Oréal, the beauty giant, has made rapid progress on its e-commerce journey, and has now set the target of driving 50% of sales from this channel.
Article
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Brian Carruthers, Event Reports, Retail Week’s Accelerating Ecommerce Week, February 2021
Online marketplaces have seen a surge in activity during a year of pandemic-driven lockdowns and stay-at-home orders.
Article
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WARC Strategy Toolkit, March 2021
Offers guidance on planning as a job role via a selection of papers that cover the basic principles of planning and definitions of great planning practice.
Article
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Yulia Livne, WARC Exclusive, March 2021
Advises brands how to make customer journeys more shoppable.
Article
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WARC Best Practice, March 2021
쇼핑 가능 미디어에 대한 새로운 사고 및 모범 사례 요약.
Article
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Jin Kim, WARC Exclusive, March 2021
Details what advertisers need to know about shoppable media.
