Advertising researchers do not fully understand the impact that different ad placements and delivery vehicles have on the mobile user’s experience, according to a paper in the Journal of Advertising Research (JAR).
We all like the new shiny thing but sometimes doing today’s work better is a far more effective solution. MediaCom Chief Operating Officer Toby Jenner says it’s time to put forensic analysis before digital transformation.
Location data showing not just where someone is now but also where they’ve been in the past can be a highly effective way for advertisers to “nudge” consumers towards making a purchase, according to a new report from global media ...
NEW YORK: Marketers could achieve an “alignment boost” through gaining a deeper understanding of the interaction between content, ads and consumer emotions, according to a paper in the Journal of Advertising Research (JAR).
GLOBAL: The combination of restrictions imposed by GDPR and advances in machine learning is encouraging brands to experiment with context as an alternative to audience-based targeting, a new WARC report says.
Matthew Hearn, Research on WARC, July 2018
Research by Ipsos shows that brands and advertising can profit from highly emotional events like the World Cup by creating strong links to the event, proving that context can make a big difference to the emotional response to advertising.
GLOBAL: Advertisers and publishers focused on digital reach and audiences are paying a potentially expensive price by neglecting context and the attention and sales conversions that it can bring, an industry figure has argued.
LONDON: Campaign effectiveness has been declining even as the levers are in place to increase it – a consequence, two industry figures suggest, of focusing on either targeting or context but not both together.
MUMBAI: UberEATS uses its own ride and customer data from Uber in India to target its marketing by location, destination and time of day to grow orders more efficiently, according to a senior executive at the company.
LONDON: The ongoing effort to achieve maximum impact from the marketing budget needs to look beyond reach to ‘engaged reach’ at which point marketers must rethink the crucial role of context, a leading industry figure maintains.
This article, taken from the Warc Toolkit 2017 report, discusses how to achieve marketing effectiveness in the digital age by striking the right balance between close targeting and mass reach, and between short- and long-term strategies.
Mobbie Nazir, WARC Best Practice, November 2016
This paper explores the use of social within the roster of a campaign's media use; a broad term, it refers to a collective of online communication channels built on community-based input, interaction, content-sharing and collaboration.
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