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Theories & ideas of media planning

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What we know about attention

Article • WARC Best Practice, December 2020

Looks at the importance of strong emotional response, channel fitness-for-purpose and quality targeting in creative execution.

Context alignment now has been third party validated against business outcomes

Research Paper • Bill Harvey, ARF Experiential Learning, November 2020

Summarises the latest findings on Context Alignment including new third-party validations at scale based on actual sales and branding business outcomes rather than small sample ad communication proxies.

Winning the beauty contest with the right touchpoint mix

Opinion • Caroline Schicketanz, November 2020

In the fifth of Kantar’s category-specific touchpoint investigations, Caroline Schicketanz explores effective touchpoint management for personal care and beauty brands.

What we know about multiscreen media planning

Article • WARC Best Practice, October 2020

Explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.

It’s high time for media’s autumnal refresh

Opinion • James Shoreland, September 2020

Brands should be concerned with a potential reduction in opportunities to align themselves with culturally-relevant content, writes James Shoreland.

What we know about dwell time

Article • WARC Best Practice, September 2020

Provides guidance and information on a much discussed and increasingly relevant topic of dwell time, or the length of a user's exposure to content.

Brands must look long-term as COVID-19 alters SEA media consumption

Article • Scindya Datt, WARC Exclusive, August 2020

PHD’s Scindya Datt outlines the key shifts in Southeast Asia’s media consumption patterns and looks ahead to how brands can move beyond pandemic conditions.

Tech and telco brands lead the way into the great media unknown

Opinion • Sahaj Chawla, August 2020

In the second of Kantar’s category-specific touchpoint investigations for WARC, Sahaj Chawla takes a look at media effectiveness for tech and telco brands.

What we know about advertising clutter

Article • WARC Best Practice, August 2020

This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.

What we know about combining TV with digital media

Article • WARC Best Practice, July 2020

Provides marketers with information and guidance about combining TV and digital media strategies.

Changing channels: The impact of media shutdowns in Asia

Article • Kunal Sinha, WARC Trends, July 2020

With the long-term fate of TikTok in major markets like Australia and India uncertain, while major media outlets like ABS-CBN in the Philippines shut down – the media landscape is about to enter a period of volatility that advertisers must be prepared for.

The Future of Strategy 2020

Article • WARC Exclusive, July 2020

Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.

What’s in and what’s out for the future of media strategy?

Opinion • Shann Biglione, July 2020

Shann Biglione explores four themes that will be on many media strategists' minds as they look for ways out of the COVID-19 crisis.

How Molson Coors chooses between digital channels in a time of disruption

Article • Geoffrey Precourt, Event Reports, ANA Digital and Social Media Conference, July 2020

Molson Coors, the brewing company, aims to ensure that all its media buys meet a clear set of criteria and match its values as an organization.

Attention Planning

Opinion • Faris Yakob, July 2020

The way we trade attention in the form of digital media in a murky market has led to a deep misunderstanding of this complex area, argues Faris Yakob - but some thinkers are advocating for alternatives.

Communications in the post-lockdown landscape: New rules for media strategy and planning

Article • Toby Roberts and Clare Chapman, Research on WARC, June 2020

Provides an overview of the profound changes we have seen in media consumption over the recent months of huge disruption to people’s daily routines.

How to modernise pharma comms

News • 10 June 2020

Health communications face a truly unique suite of challenges, but many of the elements that set it and its practitioners apart have also created a set of standards and stereotypes that need updating – a new whitepaper from Havas Lynx Group seeks to

Which media horse should you back as COVID-19 starts to wind down in Australia?

Opinion • Ben Willee, June 2020

Life in the time of corona has seen media consumption habits disrupted forcing marketers and agencies to pivot their media plans. Now with restrictions easing, we’re having to rethink our strategies once again. So how best to proceed? Spinach's Ben Willee has a few ideas.

Moving measurement to the eye of the beholder

Article • Robert Wegenek, WARC Exclusive, June 2020

Considers some of the potential impacts as we head towards an addressable world.

Media means business: Creating meaningful media in pharma

Article • Havas Lynx Group, Research on WARC, June 2020

This Havas White Paper outlines how pharma brands can make the most efficient and effective media choices.

How to optimise value in programmatic

Opinion • Jide Sobo, May 2020

Getting to grips with programmatic is daunting, but is perfectly possible for advertisers to demystify the ecosystem and improve return on investment, writes Ebiquity’s Jide Sobo.

WARC from Home: Frequency management – what is it and how is it evolving?

Opinion • WARC from Home, May 2020

WARC from Home is a new series to help subscribers to brush up on the essentials of marketing during the COVID-19 lockdown. Find all WARC from Home content here .

Travel and entertainment sectors “shut down” as digital advertising adjusts to new uncertainties

Article • Geoffrey Precourt, Event Reports, ARF Coronavirus Virtual Town Hall, March 2020

COVID-19 will have a varied impact on particular industries, and requires careful on-going analysis among marketers given the rapid pace of change.

What, where and how much? Media effectiveness during COVID-19

Article • Jane Ostler and Maren Seitz, WARC Exclusive, April 2020

Five tips from Kantar for dealing with a rapidly changing media environment, and how to prepare for recovery after COVID-19.

The COVID-19 crisis is shifting how Australian marketers think about media

Article • Josie Tutty, WARC Exclusive, April 2020

A guide to how the outbreak of coronavirus is impacting advertising spend in channels including TV, radio, outdoor and digital media.

What we know about combining TV with digital media

Article • WARC Best Practice, July 2020

Provides marketers with information and guidance about combining TV and digital media strategies.
The Future of Strategy 2020

Article • WARC Exclusive, July 2020

Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.
What, where and how much? Media effectiveness during COVID-19

Article • Jane Ostler and Maren Seitz, WARC Exclusive, April 2020

Five tips from Kantar for dealing with a rapidly changing media environment, and how to prepare for recovery after COVID-19.
How to recoup lost COVID-19 business — it’s all about speed

Article • Dennis Potgraven, Havas China, WARC Exclusive, March 2020

The key learning from China is speed, whether in how the country has been containing the COVID-19 virus, or how brands and marketers should be recouping their losses.
The impact of COVID-19 on media strategy

Article • MediaSense, WARC Exclusive, March 2020

An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.