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Case Study • SABRE Awards, EMEA, Marketing to Women, Gold, 2019

Energy drink brand Carabao created a media relations campaign based around Google image searches to showcase the brand’s ethos as one that resonated with young women in the UK.

Ethical-by-design: Lessons from DuckDuckGo

Opinion • Dax the Duck, May 2019

The May issue of Admap looks at data ethics. DuckDuckGo, an internet search engine, uses keyword-based advertising as its primary business model.

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.

Voice search is not a short-term trend

News • 29 April 2019

Voice search may be in its infancy, as reflected by the low priority marketers currently give the technology, yet new research suggests it has the potential to be far more powerful than traditional search.

What search reveals about hair care trends

News • 22 April 2019

Haircare brands may be investing in the wrong partnerships, research suggests, as an analysis of search behaviour indicates some obvious candidates result in a decline in category searches.

Vivo: #rethink2018

Case Study • Rafael Palermo, Alexandre Silveira, Rafael Pitanguy, WARC Awards, Entrant, Effective Innovation, 2019

Vivo, Brazil's largest telco, in partnership with Google, devised an anti-cyberbulling strategy to successfully combat the widespread and growing problem of cyberbullying in Brazil.

Dulux: Becoming a game changer in DIY e-commerce

Case Study • Dmitry Anureev, WARC Awards, Entrant, Effective Innovation, 2019

Paint brand Dulux overhauled its SEO and product pages to grow sales in online DIY store OBI in Russia.

Briefing: Frequency capping on Amazon

News • 08 March 2019

Understanding frequency capping on Amazon depends on a combination of factors both technical and strategic.

Frequency capping on Amazon

Article • Patrick Miller and Sandy Welsch, Admap, March 2019

Provides marketers with some guidelines on what they need to know about frequency capping when advertising on Amazon.

Group M: Spotlight on China

Article • Research on WARC, January 2019

China remains the world’s largest contributor of new ad dollars despite rapid consumerisation, though its advertising intensity has trended down to a prospective 0.67% GDP in 2019.

Trends from the Marketer’s Toolkit 2019

Article • David Tiltman and Sophie Harding, WARC Webinars, February 2019

Sophie Harding, trends and Insights Director at Mindshare, and David Tiltman, VP content at WARC, discover the key challenges facing marketers in 2019, derived from the Marketer's Toolkit.

Fremont Website Takes Holistic Approach to SEO

Case Study • SABRE Awards, Best Seo/Content Distribution Program (Paid + Organic), In2, 2019

The City of Fremont, a city in California's San Francisco Bay Area, increased website traffic in the US by launching a new site that is mobile and tablet friendly and supports its business proposition.

Look East to know the future of influencer marketing

Article • Elijah Whaley, Admap, February 2019

Explores where China’s influencer marketing ecosystem is today and what’s likely to come next in theWest.

Key trends for media owners in 2019: Part of the Marketer's Toolkit 2019

Article • WARC Trends, January 2019

Part of WARC's Marketer’s Toolkit 2019, this report looks at key trends for media owners in 2019.

E-commerce trends: Amazon predictions for 2019

Article • Danny Silverman, Chris Perry, Pete Andrews, Jack O’Leary and Patrick Miller, WARC Exclusive, January 2019

As Amazon continues to shape the e-commerce landscape in many Western countries, Edge by Ascential predicts what 2019 will hold and how brands can respond.

Marketers need to rethink search

News • 16 January 2019

Search marketing has proved to be very effective for brands, which spend more than $100bn a year here, but they need to rethink how they deploy search spend and how they can use it across the path to purchase, a WARC report suggests.

Gallup Workplace: Custom workplace solutions

Case Study • Kristin Bell, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Gallup, the pollster and business consultancy, used paid search advertising to increase leads for its workplace solutions in the US.

Andersen Windows 400 Series: Endless Yes

Case Study • Ed Schindler, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Andersen Windows, a windows manufacturer, increased sales of its custom-sized windows in the US through paid search, social and digital ads.

Marketer's Toolkit 2019 – The diversification of search

Article • WARC Trends, January 2019

Part of WARC's Marketer’s Toolkit 2019, this report looks at how brands should be treating search and its diversification in 2019.

Google launches pay-for-conversions bidding for display ads

News • 19 December 2018

Google has announced a new ad service that allows advertisers to pay for conversions instead of clicks or impressions. The new option of conversion-based bidding, called “Pay for conversions”, is aimed at display campaigns, ...

Marketer’s Toolkit 2019: Strategy, tech and media for the year ahead

Article • WARC Trends, December 2018

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

Twitter: Making Paid Search real-time with the power of Tweets

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

Twitter, a social network, promoted itself as the best place to find news by launching a machine learning tool that creates ads in real-time according to the topic that is searched for.

NHS: Giving a voice to the life stories, experiences and emotions of Londoners

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

The NHS, a UK government department, used data to reach users with the right support, enabling it to make savings of over £17m in the next 12 months.

Warner Bros. Entertainment: Player Number 1

Case Study • MMA Smarties, Silver, LATAM, 2018

Warner Bros, an entertainment company, launched an adwords campaign that created Easter egg hunts on Facebook to promote the film adaptation of the book Ready Player One in Brazil.

LATAM: LATAM Travel Store Visit

Case Study • MMA Smarties, Finalist, LATAM, 2018

LATAM Airlines, an airline company, established a link between online campaigns and increase in store traffic as a result of its Mother's Day campaign in Brazil.

Key trends for media owners in 2019: Part of the Marketer's Toolkit 2019

Article • WARC Trends, January 2019

Part of WARC's Marketer’s Toolkit 2019, this report looks at key trends for media owners in 2019.
Marketer’s Toolkit 2019: Strategy, tech and media for the year ahead

Article • WARC Trends, December 2018

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
Key trends driving the banks of the future

Article • Tony Hooper, Admap Magazine, December 2018

Details three areas in which digitally minded banks are winning – and where legacy banks are striving to catch up.
Media in focus: Marketing effectiveness in the digital era

Article • Les Binet and Peter Field, Institute of Practitioners in Advertising, October 2018

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.
Global Ad Trends: Search advertising

Data • James McDonald, WARC Data, May 2018

This report summarises the latest research from WARC's Data platform, with a focus on search advertising. Key findings include:
Trend Snapshot: Visual search

Article • Alex Brownsell, WARC Trends, May 2018

With advances in artificial intelligence and machine learning, visual search has become a more mainstream proposition and has the potential to add enormous value in sectors such as home décor, fashion, FMCG and food and drink.