Article
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WARC Best Practice, March 2019
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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Amit Chaubey, Sachin Sharma and Dhruv Chadha, WARC Exclusive, May 2019
FMCG marketers in APAC can use marketing science to extract more efficient investments in digital media, especially when resources are constrained.
Article
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Geoffrey Precourt, Event Reports, ANA Media Conference, April 2019
A major shift is required in how agencies, and the brands they serve, approach various aspects of the marketing process.
Data
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Amy Rodgers, WARC Data, April 2019
This article summarises the results of the Global Marketing Index (GMI) for April 2019, when the index for marketing budgets fell into decline after 17 consecutive months of growth.
Article
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WARC Best Practice, May 2019
Explores advertising in a recession through the evidence available in the Warc archives and beyond - typically, recessions will cause businesses to reign in advertising spend in the short term, a mistake, the paper argues, that could cause long term damage to a brand.
Article
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Josef Hrebik and Brent Chaters, WARC Webinars, April 2019
Provides results from a first-of-its-kind study conducted by Accenture and thinktv, which measures the effectiveness of media channel spending on driving sales in the Canadian market.
Article
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Geoffrey Precourt, Event Reports, ARF AUDIENCEXSCIENCE, April 2019
While digital media can encourage marketers to prioritize short-term activation, research from Les Binet and Peter Field has shown that brand building remains essential.
News
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19 April 2019
PepsiCo’s share price hit a record high earlier this week after the food and beverage giant reported its biggest sales increase in more than three years, not least because of its investment in marketing.
News
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17 April 2019
UK marketing budgets were being revised upwards in the first quarter of the year even as marketers’ confidence levels remained significantly negative, according to the latest IPA Bellwether report.
News
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05 April 2019
Digital and out-of-home (OOH) were the only media to see marketing budgets grow around the world last month, as all other channels registered declines.
Data
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WARC Data, March 2019
This article summarises the results of the Global Marketing Index (GMI) for March 2019, when the headline GMI growth fell to its lowest level ever.
Article
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Nicholas De Canha, Michael Ewing, and Ali Tamaddoni, Journal of Advertising Research, Digital First, March 2019
The advertising-sales relationship remains paramount. This study, believed to be the largest that focuses on automotive sales and advertising, investigates ceilings and thresholds by optimizing budget allocations among media.
News
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21 March 2019
For the first time, the strength of the Google-Facebook duopoly is reducing the pool of ad money available to other online media owners, according to a new WARC report.
Research Paper
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Nazrul I. Shaikh, Mahima Hada, and Niva Shrestha, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 14-26
Companies have been increasing their investments in digital-video advertising at the expense of television advertising.
Data
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Amy Rodgers, WARC Data, February 2019
This article summarises the results of the Global Marketing Index (GMI) for February 2019, when marketing budgets and trading conditions in the Americas declined sharply.
News
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04 March 2019
Total advertising expenditure in Japan increased 2.2% year-on-year to 6.53 trillion yen (circa $58.9bn) in 2018, the seventh consecutive year of growth, according to the latest figures from Dentsu.
Article
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WARC Evidence, February 2019
Looks at the long and short term consequences of a brand going dark and whether its best to cut budgets or keep advertising in a recession.
News
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25 February 2019
Almost half (46%) of travel industry marketers regard the delivery of personalised ads and offers in real-time as the top challenge for the year ahead, according to a new survey that also highlights growing budget allocation for digital ...
News
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20 February 2019
China, the world's largest contributor of new ad dollars, is currently the second largest ad market, but its path and its future will be like no other country's.
News
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08 February 2019
It was reported last week that Amazon’s revenue from ad sales nearly doubled year-on-year to $3.4bn in Q4 2018 and it comes as a new survey of digital marketers confirms that this part of its business is expected to continue to grow strongly.
Article
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WARC Trends, January 2019
Part of WARC's Marketer’s Toolkit 2019, this report looks at key trends for media owners in 2019.
News
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16 January 2019
Six years of continuous growth in marketing spending came to an abrupt end in Q4 2018, the latest IPA Bellwether report shows, while Enders Analysis study explores the harsh impact of Brexit on the UK ad industry.
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 ...
News
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10 January 2019
The rising excitement over influencer marketing campaigns in India is highlighted in a new survey of over 500 brands and content creators.
