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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WARC Best Practice, August 2019
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, August 2019
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 2019
Provides marketers with information and guidance about combining TV and digital media strategies.
Article
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WARC Best Practice, July 2019
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, July 2019
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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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.
News
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09 December 2019
Brand safety and context have become “more important” considerations than cost when planning media campaigns, according to WARC’s Marketer’s Toolkit 2020, a finding which highlights the fact that programmatic advertising is at a crucial moment in ...
Article
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Stephen Whiteside, Event Reports, Money 20/20, October 2019
Research by McKinsey, the management consultancy, covering digital payments has found that consumer habits are evolving over time.
Article
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Alex Brownsell, Event Reports, Future of Audio, October 2019
An exploration of the role of voice technology in marketing, and predictions of how brands may be able to exploit voice in the future.
News
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06 December 2019
Instagram, the Facebook-owned photo and video-sharing platform, will require all new users to provide their date of birth in a move that the company says will help to keep young people safer.
Research Paper
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Caroline Lancelot Miltgen, Anne-Sophie Cases, and Cristel Antonia Russell, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 414-432
Social-networking sites, such as Facebook, are an important and fast-growing advertising channel. Because access to social-networking sites may happen through different devices, it is important to identify whether the drivers and mitigating factors affecting responses to social-networking-site advertising differ between consumers who access Facebook primarily on PCs versus on mobile phones.
Research Paper
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David W. Stewart, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 385-390
This article examines the accountability crisis in advertising and marketing and calls for greater transparency and more proactive self-regulation.
News
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05 December 2019
Tencent has ramped up promotion of its suite of digital advertising tools to reach mainland Chinese consumers, as it eyes a larger slice of Australian and New Zealand marketing budgets.
News
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04 December 2019
The best deals have gone and the big-ticket items have been snapped up, but brands from “non-destination categories” – think toilet paper, protein bars or toothpaste – can still capitalise on retail holidays, according to an industry expert.
Article
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Geoffrey Precourt, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2019
Denny’s, the quick-service restaurant chain, has committed to engaging multicultural consumers in powerful, authentic ways, helping overcome an uneven legacy in this area.
Article
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Anish Daryani, Admap, December 2019
Ramadhan is one of the most important rituals in the Islamic calendar, and consumer behaviour changes to accommodate religious rituals such as iftaar, prayer and fasting.
Article
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Chris Perry, Admap, December 2019
Retail holidays such as Black Friday, Cyber Monday and Amazon Prime Day are major opportunities for brands to make an impact.
