Advertising best practice, evidence and insights

Article • Research on WARC, March 2020

Provides guidance for digital marketers who need to be able to not only recruit the best people, but alsokeep up-to-date with changes in technology and working culture in order to retain them.

How to win at Amazon’s Prime Day

Article • Dan Simmonds, WARC Exclusive, March 2020

A five-step guide to optimising brand visibility and communications around Amazon’s Prime Day e-commerce sales event.

How to get your SEO right

News • 12 March 2020

Search remains a key tool in the marketing armoury, enabling consumers to find the information they require, and by following a clear process, advertisers can boost visits and – ultimately – drive sales.

Effective digital marketing begins with an emotional connection

Article • Biprorshee Das, Event Reports, World Digital Marketing Congress, February 2020

Techdivine Creative Services CEO Ananthanarayan V takes attendees through the critical points of effective digital marketing at the World Digital Marketing Congress 2020 in Mumbai, India.

How to stay at the forefront of SEO trends

Article • Caitlin Robertson, WARC Best Practice, March 2020

A best practice guide to improving a brand’s organic search strategy, including technical improvements and on-page and off-page activities.

Where creative meets commerce: Orchestrating brand experience in digital marketplaces

Article • Research on WARC, February 2020

A look at four trends defining the landscape reveals what every manufacturer should know about the state of brand storytelling on digital marketplaces – and why it matters so much.

Click-through behavior across devices in paid search advertising: Why users favor top paid search ads and are sensitive to ad position change

Research Paper • Chongyu Lu and Rex Yuxing Du, Journal of Advertising Research, Digital First, February 2020

This study investigated differences in consumer click-through behavior with paid search advertisement across devices – smartphone versus desktop versus tablet.

Voice search and regional languages change how Indians access the internet

News • 25 February 2020

Voice assistants are increasingly changing the way Indians search for information via their mobiles, new research shows.

Fantasy Life

Case Study • SABRE Awards, IN2, North America, Best in Digital Marketing/Advertising, 2020

Fantasy sports app, Fantasy Life, used an integrated strategy to reach fantasy football fans in the US and create standout for the platform.

Search Marketing in 2020: A behaviour, not a channel

Article • Shaun Myandee, WARC Exclusive, February 2020

Evolution in search behaviours from text-based to social, visual and voice across multi-platforms requires market to develop new search strategies in 2020.

Benefit: The Benefit of Voice

Case Study • Data and Marketing Association, Bronze, 2019

Benefit, a cosmetics brand, used voice search and structure data in the UK to ensure it is the only voice being heard in the cosmetics industry.

Royal Botanic Gardens, Kew: Smart advertising delivers record visitor numbers

Case Study • Data and Marketing Association, Gold, 2019

Royal Botanic Gardens, Kew, a non-departmental public body, increased footfall and ticket sales in the UK by launching a reformed search strategy to track and improve Google Ad Grant campaigns.

How non-destination brands can win the e-commerce holidays

Article • 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.

Twitter: Magpie – A 100% AI-driven multi-channel marketing campaign

Case Study • Data and Marketing Association, Gold, 2019

Twitter, a social media platform, increased conversions in the UK by creating Magpie, a custom campaign management tool that helped marketers serve targeted ads.

The Walt Disney Company, EMEA: Marvel consumer journey – Building a better understanding of consumer behaviour

Case Study • Data and Marketing Association, Silver, 2019

The Walt Disney Company, a mass media conglomerate, used data to gain a detailed picture of consumer behaviour that would help it target audiences in the future.

Is your brand about to be filtered out? Marketing in the algorithm economy

Article • 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.

Global Ad Trends: Search growth has cooled and voice is a niche pursuit

News • 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 ...

Tourism Québec: It’s Better Together

Case Study • 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.

Sport Chek: Digital Window Shopping

Case Study • 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.

Radio-Canada: Fighting Fake News in Real Time

Case Study • 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.

Spark: Spark's Search Engine Marketing

Case Study • 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.

ZEE5: Using Google Search ads as a real-time news portal

Case Study • 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.

CIMB FastSaver: Singaporeans adopt digital banking with CIMB Bank

Case Study • 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.

Racold by Ariston Thermo: Mind Your Language

Case Study • 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.

Google: Shopping answers made easy

Case Study • MMA Smarties, Silver, APAC, 2019

Google built a mobile campaign based around 'buyer's remorse' to drive up use of its search engine among online shoppers in Indonesia.