Article
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WARC Best Practice, September 2018
Provides marketers with information and guidance about combining TV and digital media strategies.
Article
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Oliver Feldwick, WARC Best Practice, April 2018
Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.
Article
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Jaime Enrico Singson and Mike McNulty, WARC Best Practice, May 2017
This article explores the notion of what rich media is as well as delving into its formats, channels, providers and the challenges facing it.
Article
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Jaime Enrico Singson, WARC Best Practice, May 2017
This paper explores the key points for the running of a successful rich media campaign and provides examples of case studies that have succeeded in creating compelling rich media content.
Article
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Research on WARC, June 2019
Summarises findings from a paper published in the Journal of Interactive Marketing on fake news, real problems for brands: The impact of content truthfulness and source credibility on consumers.
Research Paper
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Mamoun Benmamoun, Nitish Singh, and Rana Sobh, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 171-184
The growth and emergence of Arab e-commerce has garnered attention from e-commerce giants such as Amazon, but little has been written in the academic advertising literature.
News
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12 June 2019
India’s media owners have benefited from the recent election spending spree and news channels (and their digital platforms) got another boost as viewership and engagement surged on counting day and brands took advantage.
News
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11 June 2019
Malaysia’s OTT landscape is facing a period of change as increased choice and more free content puts pressure on existing business models which have largely relied on subscriptions.
Article
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Reed Karaim, Event Reports, KNect365 MADS Conference, April 2019
BuzzFeed, the digital media company, is tapping the power of analytics and artificial intelligence to make smarter choices about content distribution.
News
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05 June 2019
The value of digital advertising across Europe increased by 13.9% in 2018 to reach €55.1bn, driven by strong growth in video, mobile and social spend, according to new data from IAB Europe.
News
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31 May 2019
Publishers receive only about 4% more revenue for an ad impression that has a cookie enabled than for one that does not, according to a new academic study into the effectiveness of behaviourally targeted advertising.
News
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17 May 2019
Brands worried about the prospect of their ads appearing on fake news sites may need to refine their programmatic strategies and allow for greater human oversight of campaigns, a paper in the Journal of Advertising Research (JAR) has argued.
Opinion
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Ed Preedy, May 2019
In the aftermath of the 2018 brand safety scandal around toxic adjacencies, many brands discovered they were ill-equipped to fully protect themselves from potential future risks.
Article
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Stephen Whiteside and Reed Karaim, WARC Exclusive, May 2019
A study from the Association of National Advertisers (ANA), the trade body, and White Ops, the cybersecurity company, has found that bot fraud is declining in the digital advertising ecosystem.
News
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23 April 2019
Digital video is now an integral part of European marketers’ advertising plans, according to a new report, which also highlights the widespread use of programmatic direct and real-time bidding and a continuing reliance on in-stream formats.
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.
Article
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Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2019
Taco Bell, the quick service restaurant chain, has made rapid progress on digital as it adapts to changing realities.
Research Paper
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Kaifeng Zhao, Seyed Hanif Mahboobi and Saeed R. Bagheri, International Journal of Market Research, Vol. 61, No. 2, 2019, pp. 195-209
This article examines and proposes several attribution models that quantify how revenue should be attributed to online advertising inputs.
Article
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Brooke Hemphill, Event Reports, Programmatic Summit, March 2019
Marty Carroll, Global VP Digital Marketing at Electrolux Global, explained how the appliance manufacturer implemented a global media transformation programme.
Article
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Anna Hamill, Event Reports, WFA Global Marketer Week, March 2019
Unilever’s outgoing CMO, Keith Weed, shares three lessons for better marketing: putting people first, using the brand to solve real-life challenges and prioritising brand trust.
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.
News
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27 March 2019
CNN, the news provider, is building audiences on numerous media channels as the brand moves beyond its television roots in innovative ways.
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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James McDonald, March 2019
WARC’s latest Global Ad Trends found that the internet ad market is in decline beyond the Google and Facebook duopoly.
News
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22 March 2019
Lazada, the Alibaba-owned Southeast Asian e-commerce platform, has marked its seventh anniversary by announcing a series of products and services aimed at helping brands and vendors gain market share in the region.
