Article•
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.
Keyword blocking is a partial – and often ineffective – solution to brand safety issues; industry conversation is shifting towards contextual suitability, says Nick Morley.
Google and Facebook remain strong, according to WPP’s media agency network GroupM, but some cracks are appearing in their dominance as events in the broader industry shape it in a number of ways.
GroupM looks at the media landscape through the prism of the expenditure of large advertisers and examines some of the key protagonists that affect media supply.
Advertising spend is forecast to grow next year across 19 product categories, driven by rising spend on Google, Facebook and Amazon – but the possibility of a global recession looms.
The Financial Times’ digital ads strategy following the introduction of the General Data Protection Regulation appears to have been a formula for success, bringing about a healthy spike in programmatic ad revenue.
Tata Motors has reacted to the rapidly changing media landscape in India by moving from a traditional linear media model – of creating awareness, educating and inspiring – to a “fishbone” model, where the brand is ever-present in digital media.
Article•
Craig Charney, Research on WARC, October 2019
This research looks at consumer concerns, digital disconnects, and economic nationalism in the US and China. To download the full report, go to this link: www.amanewyork.org/techlash.
Article•
Anil Thakraney, Event Reports, Marketing Conclave, September 2019
Tata Motors has maintained its market leader position in commercial vehicles by leveraging digital media and creative executions to build brand affinity with its target audiences.
Georgia-Pacific, the manufacturer of brands like Angel Soft toilet paper, Brawny paper towels and Dixie plastic utensils, is honing its retail marketing strategy to keep pace with the digital revolution.
Article•
Stephen Whiteside, Event Reports, Advertising Week New York, September 2019
Georgia-Pacific, the manufacturer of brands in categories from toilet paper to plastic utensils, is using retail media in order to reach digital shoppers in the environments where they actually make purchases.
Advertiser investment in e-sports and gaming is set to rise massively across APAC, according to new research, as top-level marketers wake up to the opportunities these channels offer.
Marketers may need to carefully assess the impressions they receive from affiliate marketing partners, as these providers often have their own way of estimating such figures, according to a paper in the Journal of Advertising Research (JAR).
Article•
Chris Worrell, WARC Exclusive, September 2019
In the second part of this two-part article exploring the big issues facing brands, Wavemaker considers the implications of digital commerce on FMCG brands and the new thinking needed to success on these new platforms.
Research Paper•
Rainer Olbrich, Patrick Mark Bormann, and Michael Hundt, Journal of Advertising Research, Vol. 59, No. 3, 2019, pp. 342-356
Service providers increasingly use multiple channels for their advertising. One compelling combination integrates affiliate marketing with search-engine advertising.
Global brands seeking to drive e-commerce sales in overseas markets should redouble their efforts to reflect such things as local languages, cultures and religious sensitives, according to a paper in the Journal of Advertising Research (JAR).
Article•
Alex Brownsell, WARC Exclusive, August 2019
Jon Steinback, Facebook’s Director of Product Marketing for EMEA and Global Channels, spoke exclusively to WARC to provide more detail about the company’s attempts to create a safer environment for brands.
Article•
Brooke Hemphill, Event Reports, Mumbrella360, June 2019
Mass personalisation is only possible with the help of data and businesses need to prioritise first-party data, says Richard Taylor and Ben Willee of full-service agency Spinach.
Explores the growing popularity of TikTok, a mobile video app with a global userbase among teen and young adult audiences, and what opportunities the platform presents for marketers.
Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.
