Digital media

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What we know about combining TV with digital media

Eight key insights from the latest thinking on how these channels are complementary, driving greater reach, online activities, and word-of-mouth.

What we know about combining TV with digital media

Article • WARC Best Practice, September 2018

Provides marketers with information and guidance about combining TV and digital media strategies.

What we know about moment marketing

Article • 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.

What we know about marketing via gaming

Article • 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.

How digital channels can help build a brand

Article • Oliver Feldwick, WARC Best Practice, April 2018

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.

What we know about marketing in real-time

Article • WARC Best Practice, August 2017

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.

What we know about virtual reality

Article • WARC Best Practice, August 2017

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.

Audience measurement in the digital age

Article • 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.

How to use virtual reality or augmented reality in your marketing strategy

Article • 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.

How to run an effective rich media campaign

Article • 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.

The state of rich media

Article • 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.

How to maximize the return on investment from digital marketing

Article • 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.

Focus on digital has 'damaged the quality of creative'

News • 15 November 2018

Most marketers believe digital growth in advertising has come at the expense of the quality of creative, new research reveals.

OTT leaders push back on top-down regulation

News • 13 November 2018

As digital entertainment content booms both on desktop and mobile in India, industry players are having to navigate questions around statutory regulation, which has not been a major issue in this space until now.

Unilever: Belanja Berbagi – 1001 Inspirasi Ramadhan

Case Study • Sumeet Parab, Budi Ulia, Fadila Hafsah, WARC Media Awards, Shortlisted, Best Use of Data, 2018

Transnational consumer goods company Unilever updated its corporate 1001 Inspirasi Ramadhan campaign to create unprecedented standout during Ramadan, Indonesia's busiest retail period.

KFC: The Power of Data

Case Study • Sonia John, Nadim Karam, Mariam Kiwan, WARC Media Awards, Shortlisted, Best Use of Data, 2018

Quick-service restaurant brand KFC used data-driven insights to activate a tailor-made marketing strategy for each market across the MENA region in a bid to increase sales.

SAP: Finding a buried treasure – How SAP created its Demand Centre

Case Study • Ronnie Thomas, Penelope Siraj. Janelle Vila, WARC Media Awards, Shortlisted, Best Use of Data, 2018

SAP, the software company, increased leads and decreased cost per lead by changing how it dealt with decision-making executives who moved company in Asia.

Theraflu: Flu Tracker

Case Study • Alexandra Kondrashtina, Dania Azymova, Daria Zarubina, Larry-Elvis Ngomirakiza, WARC Media Awards, Shortlisted, Best Use of Data, 2018

Theraflu, Russia's market-leading anti-cold and flu treatment, created the Theraflu Flu Tracker which warned its target audience when flu and colds were heading their way.

Neutrogena: #NeutrogenaToTheRescue

Case Study • Verónica Vega, Tatiana Moreno, Mariana Diaz, Marcelo Pini, WARC Media Awards, Shortlisted, Best Use of Data, 2018

Neutrogena, the personal care brand, tapped into online beauty tutorials to improve top-of-mind awareness of its facial wipes among Argentinian consumers.

H1 digital ad spend in Europe hits €25.7bn

News • 13 November 2018

European digital ad spend rose by 10% in the first half of the year compared to the same period last year, reaching €25.7bn, with the full year total expected to exceed €50bn.

PEARL iZUMi: A small agency with big-agency analytics

Case Study • Anthony Racine, Karlin McGinness, Kristen Rutherford, WARC Media Awards, Shortlisted, Best Use of Data, 2018

PEARL iZUMi, the premium cycling apparel and footwear company, created a multi-channel digital strategy that increased e-commerce sales and drove new customers to the brand's e-commerce platform.

Big Bazaar: Smart Search

Case Study • Bhumit Thakkar, WARC Media Awards, Shortlisted, Best Use of Data, 2018

Retailer Big Bazaar leveraged Google's search algorithm to get the most out of search and drive footfall in its stores in India.

StarHub: Where are the parents visiting?

Case Study • Jeremy Lim, WARC Media Awards, Shortlisted, Best Use of Data, 2018

An innovative scientific approach helped StarHub, one of the top telecommunication companies in Singapore, target the optimum media platforms and channel mix for introducing a new parental control tool for mobile users.

Prasoon Joshi on the future of advertising

Article • Anna Hamill, Event Reports, Spikes Asia, September 2018

Prasoon Joshi, Chairman and Co-Creative Officer of McCann Worldgroup India, is optimistic that the tech revolution on the subcontinent will bring positive change to the advertising industry.

Brands need to master mobile in Vietnam

News • 12 November 2018

Vietnam is technologically advanced in terms of network and smartphone penetration, integrated marketing communications across multiple channels is increasingly used and prioritising mobile marketing is no longer a trend, but a must-have, a new ...

Pizza Hut gets a taste for digital testing

News • 12 November 2018

Pizza Hut, the quick-service restaurant chain, is using digital testing to ensure that changes to its online hub make the right impression on consumers from a behavioral and attitudinal perspective alike.

What we know about combining TV with digital media

Article • WARC Best Practice, September 2018

Provides marketers with information and guidance about combining TV and digital media strategies.
How digital channels can help build a brand

Article • Oliver Feldwick, WARC Best Practice, April 2018

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.
Carat's top 10 trends for 2018

Article • Dan Calladine, WARC Exclusive, January 2018

Ten media and technology trends and their implications for brands, including e-commerce, loyalty, Chinese influence, voice, blockchain and smart cities.
The Future 100: Trends and change to watch in 2018

Article • J. Walter Thompson Intelligence, Research on WARC, December 2017

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.
ROI in 2017: Effectiveness in the digital age

Article • WARC Trends, Toolkit 2017

This article, taken from the Warc Toolkit 2017 report, discusses how to achieve marketing effectiveness in the digital age by striking the right balance between close targeting and mass reach, and between short- and long-term strategies.
What we know about reach and frequency

Article • WARC Best Practice, July 2017

This article provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.