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.
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.
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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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.
Data
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Amy Rodgers, WARC Data, December 2018
This article summarises the results of the Global Marketing Index (GMI) for December 2018, when marketing budgets in the Americas reached a 17-month low.
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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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.
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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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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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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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
Addresses the complex question of how much you should invest to ensure effectiveness by providing key evidence based on findings from successful case studies.
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
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.
