Article
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Chris Perry, Admap, December 2019
Retail holidays such as Black Friday, Cyber Monday and Amazon Prime Day are major opportunities for brands to make an impact.
Article
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Prof. Steven Van Belleghem, WARC Exclusive, November 2019
Looks at how marketers will need to adapt to the voice advertising models of the future and evolve into one of three relationship triangles with them, and the customer.
News
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21 November 2019
Search advertising now accounts for 22 cents in every ad dollar, despite slowing overall growth and a flatlining share of all internet advertising, while voice and visual search are yet to materialise in a meaningful way. This is according to ...
Case Study
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Cheyenne Welham, WARC Media Awards, Entrant, Effective Use of Tech, 2019
New Zealand telecommunications brand Spark took a new approach to search engine marketing to sell more high-value mobile plans and strengthen its operating margins.
Case Study
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PHD Montreal, WARC Media Awards, Shortlisted, Best Use of Data, 2019
Public broadcaster, Radio-Canada developed a multiplatform strategy to fight fake news to increase the number of users on its digital platforms and become the leading destination for credible and verified media coverage during elections in Quebec, Canada.
Case Study
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WARC Media Awards, Bronze, Best Use of Data, 2019
India-based video-on-demand website ZEE5 brought together data, content and technology in a unique execution to raise awareness of its digital news offering.
Case Study
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Touché!, WARC Media Awards, Gold, Best Use of Data, 2019
Canadian online retailer Sport Chek used cart data to create a mass retargeting campaign, backed by traditional and digital media, to drive sales on Black Friday.
Case Study
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Hearts & Science Montreal, WARC Media Awards, Entrant, Best Use of Data, 2019
Canadian tourist board Tourisme Québec used an SEM strategy to increase Québec's visibility on search engines and grow interest in the state as a tourist destination.
Case Study
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Aashay Shah, Sarah McCarrol, Rachel Tay, WARC Media Awards, Entrant, Effective Channel Integration, 2019
CIMB Bank Berhad adopted a multichannel strategy in Singapore to seize consumers' attention and make it easy for them to sign up for its services.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
Racold, a water heater and geyser brand, increased sales and ROI in India by showing the public targeted ads based on their misspelling of geysers.
Case Study
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MMA Smarties, Bronze, X (Global), 2019
Yaani, an internet search engine, increased brand awareness and daily search volume in Turkey by developing a campaign that promised to plant a tree for every 100 searches conducted on its platform.
Case Study
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MMA Smarties, Best in show, X (Global), 2019
Güd, an online dog food brand, increased brand awareness by developing a stray-dog adoption campaign that took advantage of people’s spelling mistakes around dog breeds as a way to drive traffic to a rescue center in Brazil.
Case Study
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MMA Smarties, Bronze, X (Global), 2019
Internet services brand Google successfully increased its user activity in Vietnam by 7%, by launching a geo-targeting-led campaign that positioned the brand as a source of information for everyday types of situations.
Case Study
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MMA Smarties, Gold, North America, 2019
Car manufacturer Mini used a mobile-first search strategy to communicate the car’s fuel-efficient credentials and increase test-drive uptake among car buyers in Canada.
Case Study
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MMA Smarties, Best in show, North America, 2019
Quick service restaurant chain Pizza Pizza unlocked data from Google Trends to target cannabis smokers with a special promotion and drive late-night sales in Canada.
Case Study
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MMA Smarties, Gold, EMEA, 2019
Akbank, a financial services organisation, launched a targeted ad campaign that successfully increased consumer engagement and credit card sales across Turkey.
Case Study
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MMA Smarties, Finalist, EMEA, 2019
KFC, the fast-food chain, successfully increased brand awareness through an SEO-focused campaign that tailored the brand's advertising messaging across its 900 stores in South Africa.
Article
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Jorge Seeliger and Charlie Davison, WARC Best Practice, October 2019
At a time when e-commerce strategy is top of every brand’s agenda, it’s uncanny how seamlessly the benefits of visual search mesh with the demands of best practice e-commerce.
News
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30 September 2019
Google celebrated its 21st anniversary last Friday and it came as timely new research into the expectations of UK consumers when searching for brand information online revealed that just 18% trust the results every time.
Case Study
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ARF Ogilvy Awards, Gold, 2019
Twitter, a social media platform, launched an innovation automation tool to create contextually relevant ads on a global scale, minutes after news has broken.
Case Study
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ARF Ogilvy Awards, Silver, 2019
Acuvue, a contact lens brand, launched an ad copy and digital banner campaign to reconnect with consumers in Japan, and encourage them to restart with Acuvue contact lenses.
News
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20 September 2019
Marketers may need to carefully assess the impressions they receive from affiliate marketing partners, as these providers often have their own way of estimating such figures, according to a paper in the Journal of Advertising Research (JAR).
News
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18 September 2019
Amazon began making changes to its search function late last year to feature own-brand products more prominently in results, despite pushback from engineers and lawyers, a new report alleges.
Research Paper
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Rainer Olbrich, Patrick Mark Bormann, and Michael Hundt, Journal of Advertising Research, Vol. 59, No. 3, 2019, pp. 342-356
Service providers increasingly use multiple channels for their advertising. One compelling combination integrates affiliate marketing with search-engine advertising.
Case Study
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Elissa Wong, WARC Prize for Asian Strategy, Entrant, 2019
Singaporean energy company Geneco ran a digital and OOH campaign to attract customers in Singapore's emerging energy market.
