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Digital media

Digital media covers general usage of online channels for marketing, including online display, search, online video, microsites and social media (separate in-depth pages are available on WARC for some of these). Emerging formats include virtual and augmented reality, and in-game advertising. While the rise of digital media has led to new real-time, targeted opportunities, there are concerns that they have led to a focus on short-term ‘activation’ at the expense of long-term brand-building.

Key Reading

Important papers from across the Warc database

Les Binet and Peter Field at how the use of digital channels of various kinds should be assessed. This paper builds on their previous IPA report, which found that emotional priming builds more profitable long-term effects and rational messaging is best for generating short-term sales.
This paper provides a best practice guide to boosting the return on investment of digital marketing.
What is digital media planning and how can marketers develop a successful digital campaign?
Stephen Rappaport's lessons learned from 197 digital metrics, 150 studies and 12 essays.
The developments in virtual and augmented reality that are offering new opportunities for emotional engagement.

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