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.
News
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14 January 2019
Amazon is currently a relatively minor player in digital advertising, but that is likely to change rapidly over the next couple of years, as a new survey of top US media buyers has found they expect to double their adspend with the online retail ...
Article
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Gian M. Fulgoni, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 390-393
This article examines marketing-mix models and how data issues are limiting marketers’ capabilities. As the Internet grew in the nineties, challenges emerged for the availability of causal data that fueled marketing-mix models, as it created difficult-to-measure touchpoints.
Research Paper
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Lei Liu, Jin Zhang and Hean Tat Keh, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 464-475
Surprisingly little empirical research has examined the effects of event marketing at the company level.
Article
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WARC Best Practice, December 2018
This article provides marketers with information and guidance about avoiding advertising wearout and decay.
News
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12 December 2018
WARC today released its Marketer’s Toolkit 2019, an annual report outlining the priorities of, and challenges facing, brands in the year ahead and how to address them.
Article
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WARC Trends, December 2018
WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
News
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16 November 2018
John Lewis, the UK department store, launched its traditional blockbuster Christmas ad yesterday, but new research from America suggests the quality of video ads is more important than budget, especially for small and medium-sized businesses.
Article
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Amy Rodgers, Sophie Harding, Steve Lok and Damian Ryan, WARC Webinars, October 2018
Steve Lok, global head of Martech at The Economist, Sophie Harding, trends and insights director at Mindshare, and Damian Ryan, partner at Moore Stephens, discuss findings from the recent Martech Report.
Article
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Emma Pengelly, Event Reports, IAB UK Digital Upfronts: JCDecaux, October 2018
A recent study by specialist media consultancy, Work Research, reveals there is disparity between marketers’ desires to pursue long-term brand building strategies and the reality of allocating media money to short-term sales response channels.
Article
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WARC Evidence, November 2018
Helps marketers justify marketing investment to the c-suite by looking at the types of campaigns that are most profitable, the consequences of cutting budgets and how to command a price premium.
Opinion
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Sam Peña-Taylor, October 2018
Marketing leaders have a responsibility to invest in the best possible media mix, but that is never easy.
Article
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WARC Evidence, October 2018
Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.
Article
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WARC Evidence, October 2018
Discusses the techniques marketers can use to estimate the likely impact of marketing activity.
News
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26 October 2018
The share of adspend taken by digital media has a discernible positive relationship with company value, albeit only to a certain point, according to a study published in the Journal of Advertising Research (JAR).
Article
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WARC Evidence, October 2018
Addresses the complex question of how much you should invest to ensure effectiveness by providing key evidence based on findings from successful case studies.
Article
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Les Binet and Peter Field, WARC Webinars, October 2018
Les Binet, head of effectiveness at adam&eveDDB, and Peter Field, marketing consultant at Peter Field Consulting, share their new paper "Effectiveness in Context", which was launched at IPA Eff Week.
News
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17 October 2018
Total marketing budgets rose in the third quarter of 2018, but by the weakest extent in almost three years, the latest data reveals.
Research Paper
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Nazrul I. Shaikh, Mahima Hada, and Niva Shrestha, Journal of Advertising Research, Digital First, September 2018
Companies have been increasing their investments in digital-video advertising at the expense of television advertising.
News
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24 September 2018
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.
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.
