Article
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WARC Best Practice, September 2020
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.
Article
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WARC Best Practice, September 2020
Provides marketers with information about the risks of online ad fraud, which is costing the industry billions a year, and ways of taking action against it.
Article
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WARC Best Practice, September 2020
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.
Article
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WARC Best Practice, September 2020
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.
Article
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WARC Best Practice, September 2020
Provides guidance, best practice, and reading on viewability - a pressing issue in digital advertising, as agencies are demanding 100% viewability with new verification techniques; improvements can drive a significant ROI improvement.
Article
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WARC Best Practice, July 2020
Provides marketers with information and guidance about combining TV and digital media strategies.
Article
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WARC Best Practice, October 2019
Provides guidance and key reading on brand safety, including the impact fake news can have on brand credibility and how brands can ensure advertising appears in appropriate and relevant contexts.
Article
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WARC Best Practice, September 2019
Provides guidance and reading on the topic of Ad blocking, the process through which a consumer can opt-out of receiving marketing messages; how it affects publishers' business models and how it is reaching crisis point.
Article
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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.
Article
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Bethan Crockett, WARC Best Practice, September 2017
This article explains how brands can best tackle safety concerns around the placement of display, video or native ads adjacent to illegal or inappropriate content.
Article
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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.
Article
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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.
Article
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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.
Article
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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.
Opinion
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Mark Inskip, September 2020
Video streaming services must do more to convert potential audiences into loyal customers, writes Kantar’s Mark Inskip.
News
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30/09/2020
As consumers spend more time at home exploring virtual game worlds, brands need to reconnect and integrate in new digital environments.
Article
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Research on WARC, August 2020
Neo-banks – digital only or app-based banks such as Monzo and Starling in the UK – are changing the dynamics of business banking.
Opinion
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Damon Reeve, September 2020
There's a growing acceptance that the digital advertising industry needs to change, but how? Damon Reeve looks to the Fair Trade movement as an example of how things could develop.
Article
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ANA 2020 Media & Measurement Conference, Event Reports, September 2020
Procter & Gamble, the consumer packaged goods manufacturer, is pushing for cross-platform measurement and heightened transparency in the media ecosystem.
News
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24/09/2020
A new study reveals serious public concerns about the spread of misinformation and its impact on trust between consumers and brands – it even suggests that European consumers have wrongly spent billions of euros and pounds on products and services ...
News
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24/09/2020
Daily online content consumption around the world has soared since the start of the COVID-19 pandemic, doubling on average from 3 hours 17 minutes to 6 hours 59 minutes, a new study finds.
Article
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Natasha van der Pas, WARC Webinars, September 2020
Natasha van der Pas, Senior Strategist at Wunderman Thompson, discusses how brands including Starbucks, Shell and Disney have successfully tapped into the use of mobile gaming to increase customer loyalty, and outlines the mechanics that will drive success.
News
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22/09/2020
Far from harming the business outcomes of advertisers’ digital marketing, the end of third-party cookies and current audience targeting practices may actually make things better, according to Dr Augustine Fou.
Article
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WARC Best Practice, September 2020
Summarises the insights from a series of key papers addressing audience measurement, the quantifying of the number of people exposed to advertising across any given media; this includes radio listenership, TV viewing, newspaper and magazine readership, and traffic on websites.
Opinion
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Babac Vafaey, September 2020
With no minimum standards, ad refresh is a Wild West; it’s time, says Babac Vafaey, to agree on best practice and to focus on engagement.
