Advertising best practice, evidence and insights

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Budweiser, a beer brand, promoted its tagline "the beer behind the music" through an out-of-home campaign in Brazil.

News • 07 June 2019

With today’s search landscape in flux, brands need to tailor their marketing approach to reflect the nuances of individual platforms, with voice the main driver of change, an agency executive suggests.

Programmatic audio: Past, present and future

Opinion • Alex Brownsell, May 2019

Video may have killed the radio star, but audio is fighting back. The medium is undergoing a technology-inspired renaissance, and is slowly becoming an ever-present texture in daily life.

Audio: Prospering in the ever-present medium – Admap summary deck

Article • Admap, June 2019

A summary of new thinking and best practice on audio from Admap.

Beyond the search bar: When brands should tune into voice in tomorrow’s shifting search landscape

Article • Sophie Harding, Admap, June 2019

Today’s search landscape is a melting pot of disruption and change and it is important that brands learn how to navigate this complex search landscape, tailoring their marketing approach accordingly.

Carabao: We Are Female Fans

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.

Google targets the mobile shopping experience

News • 16 May 2019

New ad formats coupled with ads running on its Discover feature mark a significant extension of Google’s advertising real estate and highlights the ongoing confluence of advertising and retail with search and social.

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.

Knorr: Search-Inspired Superfood Recipes

Case Study • James Wong, Christopher Lui, WARC Awards, Entrant, Effective Content Strategy, 2019

Knorr, the food seasonings brand, used video content to connect with consumers in Hong Kong and sustain its share of a competitive market.

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.

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.

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.

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.