Article
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WARC Best Practice, March 2019
Explores the current thinking and writing on the subject of low-budget marketing, a hazy category of marketing, WARC generally defines low budgets as $0-$500,000.
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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Geoffrey Precourt, Event Reports, ANA Media Conference, April 2019
A major shift is required in how agencies, and the brands they serve, approach various aspects of the marketing process.
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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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.
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.
Article
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Nicholas De Canha, Michael Ewing, and Ali Tamaddoni, Journal of Advertising Research, Digital First, March 2019
The advertising-sales relationship remains paramount. This study, believed to be the largest that focuses on automotive sales and advertising, investigates ceilings and thresholds by optimizing budget allocations among media.
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.
Research Paper
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Nazrul I. Shaikh, Mahima Hada, and Niva Shrestha, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 14-26
Companies have been increasing their investments in digital-video advertising at the expense of television advertising.
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.
News
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04 March 2019
Total advertising expenditure in Japan increased 2.2% year-on-year to 6.53 trillion yen (circa $58.9bn) in 2018, the seventh consecutive year of growth, according to the latest figures from Dentsu.
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.
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.
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.
Research Paper
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Lei Liu, Jin Zhang and Hean Tat Keh, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 464-475
Surprisingly little empirical research has examined the effects of event marketing at the company level.
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.
Article
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WARC Best Practice, December 2018
This article provides marketers with information and guidance about avoiding advertising wearout and decay.
Article
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Emma Pengelly, Event Reports, IAB UK Digital Upfronts: JCDecaux, October 2018
A recent study by specialist media consultancy, Work Research, reveals there is disparity between marketers’ desires to pursue long-term brand building strategies and the reality of allocating media money to short-term sales response channels.
Article
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WARC Evidence, October 2018
Addresses the complex question of how much you should invest to ensure effectiveness by providing key evidence based on findings from successful case studies.
Article
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WARC Evidence, October 2018
Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.
News
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26 October 2018
The share of adspend taken by digital media has a discernible positive relationship with company value, albeit only to a certain point, according to a study published in the Journal of Advertising Research (JAR).
News
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17 October 2018
Total marketing budgets rose in the third quarter of 2018, but by the weakest extent in almost three years, the latest data reveals.
Article
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Judy Ma and Brian Du, Journal of Advertising Research, Vol. 58, No. 3, 2018, pp. 326-337
As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).
Article
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Millward Brown Knowledge Point, July 2018
Analysis of Kantar Millward Brown's data indicates that brands can "go dark" – i.e. stop or suspend TV advertising – for six months or so with little deleterious effect.
