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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.
There's a growing acceptance that the digital advertising industry needs to change, but how? Damon Reeve looks to the Fair Trade movement as an example of how things could develop.
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ANA 2020 Media & Measurement Conference, Event Reports, September 2020
Procter & Gamble, the consumer packaged goods manufacturer, is pushing for cross-platform measurement and heightened transparency in the media ecosystem.
Far from harming the business outcomes of advertisers’ digital marketing, the end of third-party cookies and current audience targeting practices may actually make things better, according to Dr Augustine Fou.
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Dr. Augustine Fou, WARC Exclusive, September 2020
Connected TV advertising (video content and ads being delivered through the Internet rather than broadcast airwaves) has been enjoying huge increases in ad spending.
Total US ad spend across all media could be down 8% in 2020, but that figure from the IAB doesn’t tell the whole story: traditional media spending is set to fall by 30% while digital media will rise by 6%.
Asia-Pacific will remain the retail industry’s growth engine in the post-corona world, but retailers will need to make investment and changes in several areas to keep pace with changing consumer demands, according to a new Bain & Company report ...
Publishers and advertisers need to start thinking in terms of private gardens rather than walled gardens if the duopoly is not to emerge from the COVID-19 pandemic even stronger than before, warns Arnaud Créput.
Marketers get little benefit from many adtech offerings, warns Dr Augustine Fou, and they need to pay more attention to what they are buying. CMOs should consider whether they and the marketers in their organization have fallen victim to adtech fraud.
Political parties and campaigners will need to clearly show who they are when promoting campaign content online, under new measures set out by the UK government.
WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.
