Article
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WARC Best Practice, February 2018
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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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).
News
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31 August 2018
NORTH CAROLINA: American marketers are pushing ahead with digital spending, while failing to dedicate as much thought to the wider societal picture, according to a new survey.
Data
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WARC Data, August 2018
Summarises the findings of WARC's latest mobile marketing survey, conducted across APAC on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
Data
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WARC Data, August 2018
Summarises the findings of WARC's latest mobile marketing survey, conducted across the UK on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
News
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08 August 2018
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 ...
Data
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WARC Data, August 2018
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.
News
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03 August 2018
SINGAPORE: Brand marketing leaders are generally optimistic about increased budgets in the next year, with growing digital media spend and in-house capabilities top of mind for many, according to a new survey by agency network Dentsu Aegis.
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02 August 2018
CANNES: Diageo, the alcoholic drinks manufacturer, has seen impressive results having built a marketing effectiveness tool that offers granular insights into the impact of its communications.
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.
Article
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Geoffrey Precourt, Event Reports, ANA Advertising Financial Management Conference, April 2018
TD Ameritrade, the financial-services provider, believes that procurement departments can play an invaluable role in the marketing space.
News
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23 July 2018
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.
News
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20 July 2018
NEW YORK: Marketers that launch a product sequentially – a strategy that can apply everywhere from movies to electronics and sports drinks – could drive revenue gains through smarter budget allocation, a paper in the Journal of ...
Article
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Stephen Whiteside, Event Reports, Cannes Lions, June 2018
Diageo, the alcoholic drinks manufacturer, has enhanced its marketing effectiveness through building a tool called “Marketing Catalyst”.
News
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18 July 2018
LONDON: UK marketers revised their internet budgets up in the second quarter, helping to fuel overall growth in marketing budgets, according to the latest IPA Bellwether Report, but its author has cautioned that this increase is defensive in ...
Article
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Andrew Challier and Nick Pugh, Ebiquity, 2018
This report explains how to measure 'responsible ROI' and examines the short-term ROI of six different media channels: TV, print, out of home, online video, radio and online display, through an analysis covering 11 sectors and over 1,950 campaigns.
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13 July 2018
NEW YORK: The US Army will implement “more stringent oversight” of its marketing spend after an internal audit concluded that tens of millions of dollars had been wasted on marketing initiatives in the fiscal year 2016.
News
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21 June 2018
GLOBAL: Better allocation of marketing spend could result in around $45bn more profit globally for brands each year, according to new research.
News
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03 May 2018
BRUSSELS: Contrary to popular perception, the European advertising business has seen a significant rise in confidence at the beginning of 2018, following six months of low positivity.
Article
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Admap, May 2018, pp. 48-49
Uses a new report from Thinkbox, Ebiquity and Gain Theory to illustrate how advertising is a business investment that works.
News
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13 April 2018
NEW DELHI: Coca-Cola is spending around three times as much as normal on the India Premier League this year as it takes on regional brands and pushes new variants of its leading products.
Article
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Brian Carruthers, Event Reports, Advertising Week Europe, March 2018
Audi, the German car marque has built an econometric analytics system that allows the brand to model how much media spend they will need to put behind a production run of cars.
Article
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ARF - Knowledge at Hand, 2018
Looks at the decision to 'go dark', scale back or eliminate the advertising budget, and both the short- and long-term implications this can have for brands.
News
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05 April 2018
NEW YORK: Three-quarters (75%) of national advertisers in the US make use of influencer marketing and they are reported to be so pleased with the discipline that 43% of them expect to increase their spending on it over the next 12 months.
