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B2B marketers use broader range of channels than B2C

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

An overview of marketing channels used by B2B and B2C companies.

Advertising decisions need to be in the hands of the audience, not tech giants

Opinion • Guillaume Kendall, September 2021

Big tech companies need to start offering alternatives to the way that information is harvested and ads are served, writes Guillaume Kendall.

Media management and matchmaking

Opinion • Duncan Southgate, September 2021

As digital ad spend rises and options expand, advertisers and agencies need to bring analytical rigour to matching their media strategies with their brand’s personalities.

The Rise of Retail Media – and what this means for brands

Article • Colin Lewis, WARC Best Practice, September 2021

The pandemic-fuelled growth of e-commerce has also propelled Retail Media into the spotlight.

The future of SEO in fashion and beauty

Article • Tasha Amponsah-Antwi, WARC Best Practice, September 2021

E-commerce is causing fashion and beauty brands to adapt their SEO strategies.

A peek into the digital emergence of Bangladesh

Opinion • Rabeth Khan, September 2021

Bangladesh is emerging as one of the most exciting markets in Asia and D’reach’s Rabeth Khan shares how the country’s digital maturity has evolved over the years and is now offering new opportunities.

Digital advertising’s identity crisis is a threat to the sustainability of the open internet

Opinion • Ammar Jawad Doosh, September 2021

Third-party cookies’ demise spells trouble for the open internet – the industry will need to collaborate to find the right solution for the future, argues Xandr’s Ammar Jawad Doosh.

Marketers think TikTok advertising is innovative, but less trustworthy

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

An overview of marketers' perceptions of trust and innovation of advertising on digital media platforms.

Lowering costs and increasing click-throughs: NewsGuard’s IPG partnership proves brands can advertise more efficiently by avoiding misinformation sites – and supporting legitimate news

Article • Veena McCoole, WARC Exclusive, September 2021

A case study of a top Fortune 500 advertiser shows how funding quality journalism improves efficiency and supports legitimate news.

Unpacking the tensions in media: Ensuring advertising supports inclusion

Article • Isabel Massey and Jerry Daykin, WARC Exclusive, September 2021

Explains how Diageo and GSK ensure their media investment supports diversity and inclusion.

The effects of context congruence on ad persuasiveness in e-magazines: It serves my motive, and I distinguish the advertisement

Research Paper • Achyut Telang, Debajani Sahoo, Sreejesh S., and Justin Paul, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 303-317

Despite substantial interest in advertisement-context congruence as a determinant of advertisement effectiveness and advertisement memory in digital platforms, especially in the electronic magazine (e-magazine) context, less attention has been devoted to identifying how it influences advertisement persuasion.

Telling stories about advertising and human rights

Article • Dr Pia Oberoi, WARC Exclusive, September 2021

Pia Oberoi, senior advisor on migration and human rights at the UN, explains how the once disparate worlds of advertising and human rights intersect.

Advertisers must ensure their media investment does not support climate disinformation

Opinion • Ivan Cheung, September 2021

As climate change is on the corporate, political and social agenda more than ever before, climate change denialism is also rising. Ivan Cheung, digital marketing consultant, urges brands to demand more from the platforms where disinformation is rife.

How, and why, brands like O2 are making conscious media investment choices

Article • Tina Fegent, WARC Exclusive, September 2021

O2, the UK telco company, is a member of the Conscious Advertising Network (CAN) which is helping the company make more responsible media investment decisions.

The WARC Guide to conscious media investment

Article • WARC Best Practice, September 2021

A summary of new thinking and best practice on conscious media investment.

Advertising, but at what cost?

Opinion • Danny Stone, September 2021

Anti-Jewish racism online is a significant and growing threat, says Danny Stone, Chief Executive of the Antisemitism Policy Trust. This short piece details some of the consequences of online antisemitism, the risk for advertisers and the simple steps that can be taken to protect brands, clients, the industry, and citizens, from harm.

How big tech, advertisers and regulators must work together to combat climate change denial

Article • David Puttnam, WARC Exclusive, September 2021

David Puttnam, Chair of the House of Lords Select Committee on Democracy and Digital Technologies, and a former advertising executive, argues that the unchecked power of digital platforms is fueling climate disinformation, and that more regulation is needed.

Research Paper • Wilson Ndasi, Elvira Bolat, and Gelareh Roushan, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 289-302

Advertisers and marketing professionals target nonprofit web and social media visitors with digital cause-related marketing display advertisements.

Back to the future: How quality media can save advertising

Article • Matt Rivitz, WARC Exclusive, September 2021

Matt Rivitz, Chief Purpose Officer at NOBL, outlines where programmatic advertising went wrong, how advertisers woke up to its many problems, and how the future of adtech is in quality content.

Online video and influencer budgets to see biggest increase in 2022

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

An overview of the change in media budgets by senior marketers in 2022.

Amazon competes with your business, so why do you let it have your data?

Opinion • Simon Thorne, August 2021

Amazon’s ad-serving business gives it yet another layer of data which it can use to compete against the very companies buying that service; brands ought to think harder about the alternatives, says Flashtalking’s Simon Thorne.

What's working in search 2021

Article • WARC Category Intelligence, August 2021

Global strategies, campaign updates and trends in search.

Rightmove: Making the right moves on digital customer experience

Article • Anna Hamill, WARC Exclusive, August 2021

Rightmove, the online real estate search portal, is upgrading its digital customer experience to be present at every part of the house hunting journey.

Five fundamentals for creating successful augmented reality campaigns

Article • Keith Soljacich, WARC Exclusive, August 2021

Looks at augmented reality – which combines the virtual with the real world – and how it can best be used on behalf of brands.

Grow your digital dollar: How to market commerce that performs

Article • Waqar Ahmed Riaz, WARC Exclusive, August 2021

At its core, performance marketing exists to identify a targeted group of consumers and encourage them to generate a response to help sell, cross-sell and up-sell more products.

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.
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.
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 new research in marketing

Article • WARC Best Practice, January 2021

A summary of new thinking and best practice on new research in marketing.
Global Ad Trends: State of The Industry 2020/21

Data • James McDonald, Rob Clapp, WARC Data, November 2020

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment, media consumption, and cost inflation this year and next. Key findings include:
What we know about combining TV with digital media

Article • WARC Best Practice, July 2021

Provides marketers with information and guidance about combining TV and digital media strategies.