The number of web trackers operating in the European Union since the introduction of the General Data Protection Regulation (GDPR) has declined by up to 31%, but new research suggests that Google is getting access to even more data than before.
Brands and agencies are greatly increasing the budgets they allocate for marketing technology and almost a quarter of total budgets are now dedicated to this area according to a new study by WARC and Moore Stephens.
Brands interested in the sponsorship opportunities offered by major sporting tournaments will want to take note of a new study that has found the number of people interested in the Ryder Cup has surged over the last four years.
Joëlle Vanhamme and Chung-Kit Chiu, Journal of Advertising Research, Digital First, August 2018
This study proposes a new measure of emotions suitable for research with children. Emotions play a key role in shaping children’s responses to advertising, but research on these influences is scarce and underdeveloped.
LONDON: Mobile has already established itself as an important part of the marketing mix but a new WARC report indicates there is more to come as marketers embed formal mobile strategies and begin to exploit the possibilities of the Internet of ...
Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
BRUSSELS: About two-thirds (65%) of multinational brands plan to increase their spending on influencer marketing over the next 12 months, but they will do so only where standards on transparency are met, a new global report has found.
BRUSSELS/LONDON: A majority of advertising industry decision-makers believe that artificial intelligence heralds the “next industrial revolution” but they are also concerned about relinquishing human control and what that means for ...
BRUSSELS: GDPR continues to be a friction point between publishers, agencies, digital platforms and advertisers, but the World Federation of Advertisers (WFA) is attempting to bring clarity to at least some of this.
EUROPE: Private label’s value share is growing by 4% a year across European grocery markets and reached 39.4% in 2017, according to new research which reports that private label outperforms national brands in the UK, Germany, Spain and Italy.
John Sills, WARC Best Practice, April 2018
Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.