Article
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Ruth Saunders, WARC Best Practice, November 2017
As marketers come under constant pressure to deliver ROI while doing "more with less", they can find efficiencies by adopting strategies that have proven successful for a number of start-ups.
Article
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Amit Chaubey, Sachin Sharma and Dhruv Chadha, WARC Exclusive, May 2019
FMCG marketers in APAC can use marketing science to extract more efficient investments in digital media, especially when resources are constrained.
Data
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Amy Rodgers, WARC Data, April 2019
This article summarises the results of the Global Marketing Index (GMI) for April 2019, when the index for marketing budgets fell into decline after 17 consecutive months of growth.
Article
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WARC Best Practice, May 2019
Explores advertising in a recession through the evidence available in the Warc archives and beyond - typically, recessions will cause businesses to reign in advertising spend in the short term, a mistake, the paper argues, that could cause long term damage to a brand.
Article
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Geoffrey Precourt, Event Reports, ARF AUDIENCEXSCIENCE, April 2019
While digital media can encourage marketers to prioritize short-term activation, research from Les Binet and Peter Field has shown that brand building remains essential.
News
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19 April 2019
PepsiCo’s share price hit a record high earlier this week after the food and beverage giant reported its biggest sales increase in more than three years, not least because of its investment in marketing.
News
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17 April 2019
UK marketing budgets were being revised upwards in the first quarter of the year even as marketers’ confidence levels remained significantly negative, according to the latest IPA Bellwether report.
News
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05 April 2019
Digital and out-of-home (OOH) were the only media to see marketing budgets grow around the world last month, as all other channels registered declines.
Data
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WARC Data, March 2019
This article summarises the results of the Global Marketing Index (GMI) for March 2019, when the headline GMI growth fell to its lowest level ever.
News
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21 March 2019
For the first time, the strength of the Google-Facebook duopoly is reducing the pool of ad money available to other online media owners, according to a new WARC report.
Data
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Amy Rodgers, WARC Data, February 2019
This article summarises the results of the Global Marketing Index (GMI) for February 2019, when marketing budgets and trading conditions in the Americas declined sharply.
Article
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WARC Evidence, February 2019
Looks at the long and short term consequences of a brand going dark and whether its best to cut budgets or keep advertising in a recession.
News
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25 February 2019
Almost half (46%) of travel industry marketers regard the delivery of personalised ads and offers in real-time as the top challenge for the year ahead, according to a new survey that also highlights growing budget allocation for digital ...
News
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20 February 2019
China, the world's largest contributor of new ad dollars, is currently the second largest ad market, but its path and its future will be like no other country's.
News
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08 February 2019
It was reported last week that Amazon’s revenue from ad sales nearly doubled year-on-year to $3.4bn in Q4 2018 and it comes as a new survey of digital marketers confirms that this part of its business is expected to continue to grow strongly.
Article
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WARC Trends, January 2019
Part of WARC's Marketer’s Toolkit 2019, this report looks at key trends for media owners in 2019.
News
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16 January 2019
Six years of continuous growth in marketing spending came to an abrupt end in Q4 2018, the latest IPA Bellwether report shows, while Enders Analysis study explores the harsh impact of Brexit on the UK ad industry.
News
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14 January 2019
Amazon is currently a relatively minor player in digital advertising, but that is likely to change rapidly over the next couple of years, as a new survey of top US media buyers has found they expect to double their adspend with the online retail ...
News
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10 January 2019
The rising excitement over influencer marketing campaigns in India is highlighted in a new survey of over 500 brands and content creators.
Data
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Amy Rodgers, WARC Data, December 2018
This article summarises the results of the Global Marketing Index (GMI) for December 2018, when marketing budgets in the Americas reached a 17-month low.
Article
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Gian M. Fulgoni, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 390-393
This article examines marketing-mix models and how data issues are limiting marketers’ capabilities. As the Internet grew in the nineties, challenges emerged for the availability of causal data that fueled marketing-mix models, as it created difficult-to-measure touchpoints.
News
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12 December 2018
WARC today released its Marketer’s Toolkit 2019, an annual report outlining the priorities of, and challenges facing, brands in the year ahead and how to address them.
Article
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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.
News
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16 November 2018
John Lewis, the UK department store, launched its traditional blockbuster Christmas ad yesterday, but new research from America suggests the quality of video ads is more important than budget, especially for small and medium-sized businesses.
Article
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Amy Rodgers, Sophie Harding, Steve Lok and Damian Ryan, WARC Webinars, October 2018
Steve Lok, global head of Martech at The Economist, Sophie Harding, trends and insights director at Mindshare, and Damian Ryan, partner at Moore Stephens, discuss findings from the recent Martech Report.
