Article
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Claire Fenner and James Dixon, WARC Exclusive, September 2021
Atomic 212° founding partners Claire Fenner and James Dixon deep dive into the guiding principles and practices of media buying, with a focus on the importance of deploying a scientific process of hypothesis, test, learn, document and repeat.
Article
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David Tiltman and Alex Brownsell, WARC Exclusive, July 2021
WARC’s Alex Brownsell, senior editor for media and editor of the WARC Guide to the future of identity, takes us through the implication of Google postponing its ban on third-party cookies, the best way for brands to avoid any data disruptions, and what the future of identity will really look like.
Article
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Jide Sobo, WARC Exclusive, July 2021
Options for brands looking to minimise disruption resulting from the demise of the cookie in digital advertising.
Article
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WARC Best Practice, July 2021
A summary of new thinking and best practice on the future of identity.
Article
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Sherif Guindy, WARC Exclusive, July 2021
Brands should embrace econometrics to boost their understanding of cross-channel effectiveness.
Article
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Robin Sheridan, WARC Best Practice, July 2021
Explains how brands can adapt marketing-mix-models (MMM) for today’s media landscape.
Article
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Adriaan Nel and Amit Chaubey, WARC Exclusive, July 2021
The pandemic has resulted in fundamental shifts in people’s retail and media behaviour.
Article
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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.
Article
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WARC Best Practice, May 2021
Provides an overview of how econometric modelling can help marketers understand how much each media channel contributes and over what timescale.
Opinion
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Tony Evans, May 2021
Facebook’s Tony Evans considers how Media Mix Modelling should be reinvented to reflect today’s marketing priorities.
Article
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Ross Innes, WARC Exclusive, March, 2021
A decline in data quantity need not mean a reduction in advertising effectiveness.
Article
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WARC Strategy Toolkit, March 2021
This article offers a selection of papers that are best-in-class on the various elements of effectiveness.
Opinion
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Grace Kite, January 2021
E-commerce marketers will always be the richest of us in their access to data but, as 2021 progresses, their ability to properly evaluate decisions is increasingly being eroded.
Opinion
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Lana Busignani, January 2021
Marketing budgets have been reduced but millions of dollars will still be wasted in 2021 because marketers aren’t measuring the right things – they need to get smarter, says Lana Busignani.
Article
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Christopher Karpenko, ANA, Forward, December 2020
Coordinating physical and digital marketing has proven extremely effective for many B2C brands; however, accurately tracking and measuring the success of these campaigns can be challenging.
News
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08 December 2020
Almost a third of client-side marketers have no modelling in place to measure the impact of marketing investment across walled garden platforms, according to a survey for WARC’s Marketer’s Toolkit 2021, but that is set to change as the end of third-p
Research Paper
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Bill Harvey, Audrey Steele, Lloyd Darbonne, James Fennessy and Alan Li, ARF Experiential Learning, November 2020
Reports the findings of a study that determines if the national time series methodology brings back valuable incremental information and compares ad media investment trends to the apparent Return on Adspend (ROAS) effects of each media type.
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.
Research Paper
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Arvind Sainath, ESOMAR Conference papers, APAC, 2020
Diageo, a beverage company, developed an integrated brand pricing framework in India to improve profitability.
Article
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WARC Exclusive, November 2020
The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
News
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18 November 2020
Share of search has been at the forefront of Les Binet and James Hankins’ recent work, but in many categories obtaining accurate monthly or weekly sales data for competing brands is not possible.
Article
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WARC Exclusive, November 2020
Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.
Article
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Richard Kirk, WARC Exclusive, November 2020
Examines the role of search volume as an indicator of sales, and what it means for advertising strategy.
Opinion
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Gabey Goh, November 2020
Optus, a leading Australian telco, made the decision to proceed with its brand relaunch amidst a global pandemic. CMO Melissa Hopkins speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2021 about the opportunity for marketers to reset their C-Suite value, lessons learnt from adopting a unified measurement platform and the issue with new growth metrics.
Opinion
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David Tiltman, November 2020
In 2019, Simon Peel made headlines when he gave an in-depth account of his brand’s attempts to make its media investment more effective. Here, the Senior Director – Global Media at adidas speaks to WARC’s David Tiltman for the Marketer’s Toolkit 2021 about what’s changed during the pandemic, and how media strategy will evolve in 2021.
