Opinion
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Augustine Fou, January 2021
Virtually all advertisers are acutely aware of brand safety issues these days – from their ads showing up next to terrorist videos on YouTube or ads showing up on fake news, hate speech, or disinformation sites. So, they’ve been increasingly paying for ‘brand safety’ technologies that are supposed to help keep their ads away from these situations. But do those technologies do what they claim to do? No, and it’s even worse than that.
Article
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Avin Narasimhan, WARC Exclusive, Spotlight US, January 2021
Brands should focus on values and not politics to avoid alienating potential customers.
News
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20 January 2021
All advertising will ultimately incorporate “some form of digital” component in the future, Marc Pritchard, Procter & Gamble’s chief brand officer, has predicted.
News
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18 January 2021
Digital advertising revenue in China grew by almost 23% in 2020, and the double-digit growth occurred even though average media spend fell by more than 15% between Q1 and Q3 because of COVID-19, according to a new report from independent consultancy
News
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15 January 2021
A recent survey of 52 senior US ad buyers, conducted by investment bank Cowen in December, has revealed that Amazon’s share of their digital adspend is forecast to rise from 7% in 2020 to 11% in 2022.
Opinion
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Rob Clapp, January 2021
This month: how regulation may challenge Facebook’s reliance on Instagram and WhatsApp, how FMCG brands are growing in China, and the role of digital audiences for publishers.
Opinion
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Lena Roland, January 2021
Despite the turbulence of last year – or, perhaps, because of it – the marketing community unveiled a wide range of research and fresh thinking that can help boost effectiveness in 2021 and beyond.
Article
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WARC Best Practice, January 2021
A summary of new thinking and best practice on new research in marketing.
Opinion
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Kenneth Pao, January 2021
Criteo’s Kenneth Pao outlines six trends that marketers will need to pay attention to, in order to optimise the potential for a successful 2021.
Opinion
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Philippa Snare, January 2021
It’s in marketers’ best interests to protect and preserve the open web by advertising on it, writes The Trade Desk’s Philippa Snare.
News
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06 January 2021
The concepts of mental and physical availability are easily grasped but a lack of detailed marketing knowledge in the C-suite, and a lack of nuance in language, means that a third “availability” should be added to improve understanding.
Article
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Low Lai Chow, Event Reports, The Drum Digital Summit, November 2020
Data safety needs to take on equal importance in marketing considerations as new data regulations and privacy laws take effect worldwide.
News
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17 December 2020
Successful brands spend 80% of their budgets on TV and digital channels, according to the latest Media Allocation Benchmark report from WARC – a slight dip on the 82% registered in last year’s study.
Article
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James Hankins , WARC Exclusive, December 2020
Why it makes strategic sense to split out Digital Availability and why language is important for “light consumers” of marketing knowledge.
Data
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WARC Data, December 2020
Using its database of effective advertising campaigns, WARC analysed over 1,400 case studies that contained budget and media allocation information.
Article
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Mukta Lad, Event Reports, Programmatic Pioneers APAC Virtual Summit, October 2020
At the Programmatic Pioneers APAC Virtual Summit 2020, panellists shared thoughts on how to get more from programmatic advertising.
Opinion
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Nicola Niesl, December 2020
In a final instalment of category-specific touchpoint investigations, Kantar’s Nicola Niesl looks at touchpoint effectiveness for retail brands.
Opinion
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Christian Polman, December 2020
2020 has been a challenging year for almost every industry. Organisations have put a necessary focus on cutting costs to survive the period of turmoil – the effects of which continue to reverberate across business and society. As the full economic toll of COVID-19 continues to sink in, there’s little doubt that one major casualty has been the marketing and media industry, as the last IPA Bellwether report showed .
Research Paper
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Chongyu Lu and Rex Yuxing Du, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 394-406
This study investigated differences in consumer click-through behavior with paid search advertisement across devices – smartphone versus desktop versus tablet.
News
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07 December 2020
Everyone is familiar with those speculative ads that appear on the screen based on recent browsing history, but consumers in the UK and US could soon find it possible to receive ads based on intention rather than algorithmic guesswork.
Article
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WARC Best Practice, December 2020
Looks at the importance of strong emotional response, channel fitness-for-purpose and quality targeting in creative execution.
Opinion
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Hugh Munro, November 2020
More than ever, advertisers are recognising brand safety must play an important role in their campaigns – and their strategies need to be always-on, says Hugh Munro .
Opinion
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Jide Sobo, November 2020
Ebiquity’s Jide Sobo outlines the findings of a new report on the role of context in optimising digital media ROI.
Article
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McKinsey & Company, Research on WARC, November, 2020
Report from McKinsey looking at how media planning and budgeting needs to reset priorities in the light of changes in consumer behavior because of the COVID-19 pandemic.
Opinion
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Andria Vidler, November 2020
Ad Net Zero demands action across the whole process of ad development, production and media placement. Canny recycling is one way that brands and agencies can help, says Andria Vidler.
