Europe

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Audio ad dollars will flow if podcasts can address measurement concerns

Article • Alex Brownsell, Event Reports, Advertising Week Europe, March 2019

Audio advertising experts at Advertising Week Europe explore the opportunities and challenges offered by podcast media.

Binet: long-term brand building beats activation in financial services

Article • Anna Hamill, Event Reports, Effective marketing in Financial Services, February 2019

Financial services marketing has declined in effectiveness since the mid-00s recession, and marketers must reinvest in long-term brand building to turn it around.

UK consumers expect emptier shelves after Brexit

News • 25 March 2019

Three-quarters (74%) of British consumers believe that food prices will rise after Brexit, with one in four expecting food prices to increase a lot, a recent survey has revealed.

Awareness of data-sharing knocks public support for ads

News • 22 March 2019

Around two-thirds of consumers in the UK (63%) initially find it acceptable for websites to display ads in return for free access, but the proportion markedly declines once it is explained how their personal data may be used to serve target ads.

Beyond the magic banner: Google taps AI to sell AI

Article • Sam Peña-Taylor, Event Reports, Advertising Week Europe, March 2019

Google needed an ad unit to showcase the capability of its Google Home device by understanding content on a publisher’s page.

TOMS gives consumers a positive reason to engage

News • 22 March 2019

TOMS, the shoe to coffee brand, is exploring new ways of getting across its ethical marketing message, having discovered “effective media buying with purpose attached”.

TOMS marries brand activism with media effectiveness

Article • Brian Carruthers, Event Reports, Advertising Week Europe, March 2019

TOMS, the ethical shoe and coffee brand based in the US famous for donating a pair of shoes to those in need whenever a customer makes a shoe purchase, is moving to activate its media budget with its ethical purpose.

Financial services marketing starts with understanding your audience

Article • Anna Hamill, Event Reports, Effective marketing in Financial Services, February 2019

Financial services brands need to focus on understanding their audiences better as a foundation of more effective marketing.

Why brands should target people going through life events

Article • Craig Harris, Event Reports, Behavioural Economics and Behavioural Change, February 2019

People who have recently experienced a life event are more likely to try new brands and are therefore an ideal target market for many product categories.

How a strong Christmas campaign can build brand salience throughout the year

Article • Graham Page, WARC Best Practice, March 2019

Uncovers which advertisers and approaches were most successful in engaging consumers during the 2018 Christmas period, based on research from Kantar Millward Brown.

Rakuten takes a big stride in Europe's VOD market

News • 18 March 2019

Rakuten, the Japanese e-commerce giant, is ramping up its challenge to Amazon and Netflix with plans to expand its video-on-demand service in Europe, at the same time as teaming up with four major TV manufacturers to embed a special Rakuten button ...

Intelligence capital: an idea whose time has come?

Article • Brian Carruthers, Event Reports, MRS Impact, March 2019

Companies and brands need to become much better at using intelligence in today’s fast-moving business environment, research agency Kantar believes.

How Diageo corrects gender assumptions

Article • Sam Peña-Taylor, Event Reports, MRS Impact, March 2019

When brands depict society, it is important that they think about who is doing the watching and who controls the action – an example from Diageo shows how to do this.

Time for brands to reach out to the human senses

Article • Andrew Wardlaw, WARC Exclusive, March 2019

Andrew Wardlaw of MMR shares key highlights from the first in a series of global events called BE THE CHANGE, which seek to confront key issues facing brand owners.

The Guardian looks beyond advertising for future growth

Article • Alex Brownsell, Event Reports, ISBA Conference, March 2019

The Guardian, the newspaper brand, is prioritising the development of reader-generated revenues amid concerns about the state of the advertising market.

Magazine media offers a key route into the ‘Heart of Britain’ audience

Article • Alex Brownsell, WARC Exclusive, March 2019

TI Media, the magazine publisher, is advocating a new approach to target C1C2DE women aged 35 years or older in the UK.

Carabao Energy Drink: Mr Carabao’s £1 Million Giveaway

Case Study • Case Studies on WARC, 2018

Energy drink brand Carabao increased trial and rate of sale in the UK with a promotional campaign that allowed consumers to win a share of a total £1m cash prize fund.

Moving past the click: four alternatives to CTR

Opinion • Tim Elkington, March 2019

CTR is a relic from the early days of digital advertising, says Tim Elkington, Chief Digital Officer, IAB UK.

Aldi: Fresh Prints