Online display

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What’s working in online display

Article • WARC Category Intelligence, February 2019

Global strategies, campaign updates and trends in online display.

The state of rich media

Article • Jaime Enrico Singson and Mike McNulty, WARC Best Practice, May 2017

This article explores the notion of what rich media is as well as delving into its formats, channels, providers and the challenges facing it.

How to run an effective rich media campaign

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.

A neuroscientific method for assessing effectiveness of digital vs. print ads: using biometric techniques to measure cross-media ad experience and recall

Research Paper • Andrea Ciceri, Vincenzo Russo, Giulia Songa, Giorgio Gabrielli, and Jesper Clement, Journal of Advertising Research, Digital First, April 2019

Marketers can choose among various media to convey advertising, ranging from printed advertising on paper to websites through the Internet and mobile through smartphones and tablets.

The moneyball moment for marketing in Canada

Article • Josef Hrebik and Brent Chaters, WARC Webinars, April 2019

Provides results from a first-of-its-kind study conducted by Accenture and thinktv, which measures the effectiveness of media channel spending on driving sales in the Canadian market.

Maybelline: FitMe Squad

Case Study • Chan Su Ling, Vivien Loh, Kylie Chong, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Make-up brand Maybelline used a multi-channel campaign to embrace the diversity of Malaysian skin colours and grow market share in the country's liquid foundation category.

Moving past the click: four alternatives to CTR

Opinion • Tim Elkington, March 2019

CTR is a relic from the early days of digital advertising, says Tim Elkington, Chief Digital Officer, IAB UK.

Verizon looks beyond CTRs to 'redefine' native

News • 15 February 2019

With banner ad blindness at an all-time high, there is great potential for native ads to deliver a better experience for consumers and more effective results for advertisers – and Verizon is responding accordingly.

Verizon Media ‘reinvents’ native ads with a new approach to measurement

Article • Alex Brownsell, Event Reports, The Big Bang, February 2019

Native ads offer an effective alternative to banner ads, which most consumers now routinely ignore if they aren’t actively blocking them.

Pepsi: A/R Football

Case Study • Chanatda Khumrungruang, WARC Media Awards, Entrant, Effective Use of Tech, 2018

Pepsi built Thailand's first web-based augmented-reality football game topped off with great prizes that were very appealing to its young, target audience.

What we know about viewability

Article • WARC Best Practice, December 2018

Provides guidance, best practice, and reading on viewability - a pressing issue in digital advertising, as agencies are demanding 100% viewability with new verification techniques; improvements can drive a significant ROI improvement.

Just for you, E.ON

Case Study • Direct Marketing Association - UK, Bronze, 2018

E.ON, the energy supplier, turned confusing sales points into personalised benefits, and broke new ground with a totally un-utility approach to selling energy in the UK.

Lacoste: A data-based strategy to shape a user-centric customer journey

Case Study • Direct Marketing Association - UK, Bronze, 2018

Lacoste, a clothing company, used data to provide UK suspects, prospects and customers with a consistent omnichannel experience from acquisition to loyalty.

NTT DATA UK: Guiding Greatness

Case Study • Direct Marketing Association - UK, Bronze, 2018

NTT DATA, a system integration company, increased awareness in the UK with target online ads and a prominent OOH campaign.

The Economist: World Cup

Case Study • Direct Marketing Association - UK, Gold, 2018

The Economist, an English-language weekly magazine-format newspaper, identified the World Cup as a unique opportunity to place the brand at the heart of a major global event.

Alfa-Bank Russia: Find Messi

Case Study • Svetlana Keffer, Daria Volodkina, WARC Media Awards, Shortlisted, Effective Use of Tech, 2018

Private banking brand Alfa-Bank created an AI-driven campaign based around footballer Lionel Messi, to drive awareness of the brand during the FIFA World Cup 2018.

How print and online flyers impact consumers

News • 02 November 2018

Print and online flyers have an equivalent impact on memory and purchase behaviour, meaning the best promotional vehicle can be selected using cost and reach criteria, a paper in the Journal of Advertising Research (JAR) has argued.

How does effectiveness vary by media channel?

Article • WARC Evidence, October 2018

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.

Sting: STING X ASIAD - Most recognizable online campaign hijacked the biggest Vietnam milestone in 2018

Case Study • MMA Smarties, Finalist, Vietnam, 2018

Sting, a carbonated energy drink, leveraged the Asiad 2018 games to promote the brand across digital and social engagements with the Vietnam teams and athletes.

Nokia: VR store

Case Study • MMA Smarties, Gold, Indonesia, 2018

Nokia, a multinational telco company, launched a VR-powered banner ad that allowed Indonesian millennials to interact with the Nokia smartphone online.

Unilever: Chat Your Way to Beauty

Case Study • MMA Smarties, Bronze, Indonesia, 2018

Dove, a personal care brand by Unilever, launched a chatbot to answer women's hair care problems and better connect with its Indonesian audience.

TD Ameritrade: First Ad in the Blockchain

Case Study • Jay Chiat Strategic Excellence Awards, Silver, Connection strategy, 2018

TD Ameritrade, an online brokerage firm, inserted itself into the cultural conversation around blockchain and cemented its credibility with the community of cryptocurrency traders in the US.

CLINICA UC CHRISTUS: BARIçTRICA UC

Case Study • Direct Marketing Association - US, Runner Up, 2018

Red de Salud UC Christus, a network of clinics and hospitals in Chile, launched a 360 campaign to increase weight loss surgery in a competitive market, giving them a 279% increase in leads.

APX: Energy Without Boundaries

Case Study • Direct Marketing Association - US, Gold, 2018

APX, a renewable energy exchange, increased global awareness of TIGRs by posting up-to-date ads on its digital media.

Unilever: Dove Dry Shampoo

Case Study • Direct Marketing Association - US, Runner Up, 2018

Unilever, a transnational consumer goods company, promoted its Dove brand’s dry shampoo product in Russia by utilising government datasets to produce a targeted campaign at women whose hot water had been turned off during summer.

What’s working in online display

Article • WARC Category Intelligence, February 2019

Global strategies, campaign updates and trends in online display.
How does effectiveness vary by media channel?

Article • WARC Evidence, October 2018

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.
The total impact of advertising

Article • Andrew Challier, Nick Pugh and Matt Chappell, Ebiquity, 2018

This report brings together analysis of the short-term and long-term effects of advertising to offer a complete picture of the impact advertising has on the bottom line.
The long-term impact of advertising

Article • Matt Chappell, Ebiquity, 2018

This report examines the long-term effects of advertising in six different media channels: TV, print, out of home, online video, radio and online display, through an analysis of 504 campaigns across 29 advertisers.
The short-term impact of advertising

Article • Andrew Challier and Nick Pugh, Ebiquity, 2018

This report explains how to measure 'responsible ROI' and examines the short-term ROI of six different media channels: TV, print, out of home, online video, radio and online display, through an analysis covering 11 sectors and over 1,950 campaigns.
Global Ad Trends: Threats to digital advertising

Data • James McDonald, WARC Data, March 2018

This report summarises the latest research from WARC's Data platform, with a focus on threats to the digital advertising ecosystem. Key findings include: