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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WARC Best Practice, September 2019
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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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.
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.
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.
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.
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.
News
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18/09/2020
Children’s spending habits in the UK shifted decisively towards online games since lockdown began earlier this year, according to a new survey that also found children have been saving record amounts of their pocket money.
News
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17/09/2020
Europe saw a 35% rise in e-commerce app installs during the coronavirus pandemic – 12% higher than during the final-quarter holiday shopping season in 2019 – underlining the need for brands to establish a shopping app strategy.
Case Study
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Fiona Huang, WARC Prize for Asian Strategy, Shortlisted, 2020
Scoot, the low-cost airline, championed its signature yellow brand colour and its fun, sassy spirit to build brand visibility and preference in Singapore.
Article
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Monin Techawachirakul and Gemma Calvert, WARC Exclusive, September 2020
New research from Nanyang Business School, NTU in Singapore outlines how well consumers respond to in-game brand interactions.
Case Study
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Terence Ling, WARC Prize for Asian Strategy, Shortlisted, 2020
Luxury vehicle brand Lexus ran a data-driven campaign for its UX crossover SUV that used personalised test drives to engage adventurous urbanites in Hong Kong.
Article
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Nate Shurilla, WARC Exclusive, September 2020
What advertisers need to know about hosted e-commerce platform builder Shopify.
Case Study
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Dheeraj Sinha, Shibani Mitra, Devika Joshi, WARC Prize for Asian Strategy, Shortlisted, 2020
Matchmaking website Shaadi.com created an online wedding portal to attract earned media and build brand buzz and engagement during India's COVID-19 lockdown.
