Learn about the threats to the digital advertising ecosystem from WARC Data.
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WARC Category Intelligence, January 2019
Global strategies, campaign updates and trends in augmented and virtual reality.
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WARC Best Practice, December 2018
This article sets out key insights about the use of virtual reality within the advertising industry, arguing that the complete brand experience it can offer users will make it increasingly important in an ever more distracting world.
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WARC Best Practice, December 2018
This article provides guidance and reading on the subject of real-time marketing; closely aligned with technologies like programmatic, its implications travel across the marketing ecosystem.
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WARC Best Practice, September 2018
Provides marketers with information and guidance about combining TV and digital media strategies.
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WARC Best Practice, July 2018
Explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.
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WARC Best Practice, July 2018
explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.
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Oliver Feldwick, WARC Best Practice, April 2018
Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.
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Andrew Green, WARC Best Practice, June 2017
This article details how audience measurement methodologies are adapting to the growth of digital access in a range of media, including TV, radio, print and out of home.
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Tamara Sword, WARC Best Practice, May 2017
This article describes the differences between virtual reality (VR), augmented reality (AR) and mixed reality (MR), and how they can best be used in a marketing strategy to offer consumers a unique experience.
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Jaime Enrico Singson and Mike McNulty, WARC Best Practice, May 2017
This article explores the notion of what rich media is as well as delving into its formats, channels, providers and the challenges facing it.
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Jaime Enrico Singson, WARC Best Practice, May 2017
This paper explores the key points for the running of a successful rich media campaign and provides examples of case studies that have succeeded in creating compelling rich media content.
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Gian Fulgoni, WARC Best Practice, March 2016
This article explains how marketers can maximize the return on investment in digital marketing, a platform predicted to overtake TV in adspend in 2016.
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Stephen Whiteside, Event Reports, SXSW Interactive, March 2019
CNN, the news brand, is rapidly expanding beyond its cable television roots in reflection of new consumer habits and technological opportunities.
Opinion
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Paul Rowlinson, March 2019
With CTR on the ropes, it’s time to look to customised outcome-based metrics, says Paul Rowlinson . “Our relationship no longer tells the full story”: so said a recent open letter from the Internet Advertising Bureau (IAB) imploring brands to end their dependence on clicks.
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12 March 2019
With over 200 million registered players, celebrity and sports aficionados, Epic Games’ Fortnite and mass participation video games that function across platforms are gaining traction among Generation Z in particular.
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Sam Peña-Taylor, WARC Trends, March 2019
Details some of the cultural and business angles of Fortnite, the mass-participation shoot-em-up, an extremely popular game with particular interest from Generation Z audiences.
Opinion
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Tim Elkington, March 2019
CTR is a relic from the early days of digital advertising, says Tim Elkington, Chief Digital Officer, IAB UK.
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07 March 2019
Indian news aggregator Dailyhunt says it will attract 325 million monthly active users by the end of this financial year and could have doubled revenue to between $80m and $100m.
Case Study
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Case Studies on WARC, 2017
Colombian Red Cross, the humanitarian organisation, ran a social media campaign that increased the size of its donor base.
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Dhoreena Ventura, Admap, March 2019
Discusses two different types of frequency capping, manual capping and AI-assisted capping, and how best to implement them into your marketing strategy.
Opinion
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Max Jaffe, March 2019
GroupM’s Max Jaffe reminds agencies and brands that when it comes to programmatic advertising, the details really matter, especially from a measurement and frequency enforcement perspective.
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Brian Carruthers, Event Reports, The Future of Brands, February 2019
Agencies and advertisers don’t always act on established industry best practice and fail to invest enough in brand building – leading to what Work Research refers to as a “brand gap”.
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Patrick Miller and Sandy Welsch, Admap, March 2019
Provides marketers with some guidelines on what they need to know about frequency capping when advertising on Amazon.
Opinion
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Jeff Meglio, March 2019
Marketers are reluctant to employ frequency capping in programmatic advertising as the practice goes against their fundamental drive for campaign scale.
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Sean Pinkney, Admap, March 2019
Explains the results of research by Comscore, which details a sophisticated model to combine recency, frequency and interactive effects on campaigns across digital media.
