Article
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WARC Best Practice, October 2019
Explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.
Article
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WARC Best Practice, September 2019
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.
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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Marianne Vita, WARC Best Practice, September 2018
Focuses on the role and effectiveness of premium multi-screen video in a marketer’s video plan and identifies six key elements of a strong video ad platform.
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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WARC Best Practice, January 2020
Considers the current thinking and reading on the subject of newspaper audiences, an evolving and complicated demographic that must now be measured across the channels on which news is read.
Research Paper
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Helen R. Robinson and Stavros P. Kalafatis, Journal of Advertising Research, Digital First, December 2019, pp. 1-20
This article examines selected drivers of multiple media use, to investigate why individuals choose to multitask with media.
Article
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Research on WARC, December 2019
Uncovers seven key areas where there is a growing demand for new services catering to the ‘night economy’ in China and challenges advertisers to reflect on whether their use of media is effective for Chinese consumers who are active in the hours after nightfall.
Case Study
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MRS Awards, Finalist, MRS Award for Media Research, 2019
Twitter, the social media app, found that co-ordinating media campaigns across Twitter and TV in the UK drives double digit lifts across a range of brand metrics.
Case Study
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MRS Awards, Winner, Jeremy Bullmore Award for Creative Development Research, 2019
Tesco, a supermarket, optimised its ads to grab consumers' attention in just two seconds in the UK.
Case Study
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MRS Awards, Finalist, MRS Award for International Research, 2019
BBC World Service, an international broadcaster, uncovered how many people watch its content globally to help reach underserved audiences through its Global Audience Measure.
Case Study
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MRS Awards, Finalist, MRS Award for Media Research, 2019
Thinkbox, the marketing body for the main UK commercial TV broadcasters, launched a combined primary and secondary data study to help marketers understand evolving viewer habits.
Case Study
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Camille Lin, Linda Qin, Doris Xu, Nicholas Short, WARC Media Awards, Bronze, Best Use of Data, 2019
As a newcomer in China, Booking.com sought to build strong audience connections in what is a fiercely competitive online travel industry.
Case Study
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Bini Yoheswaran, Simon Foster, WARC Media Awards, Silver and Attribution Special Award, Best Use of Data, 2019
Telco TalkTalk built a data-led model to increase efficiency of its marketing spend, drive uptake of subscriptions and increase the value of existing customers.
Case Study
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Artem Lopukhin, Alexander Komissarov, Marina Bormot, WARC Media Awards, Shortlisted, Best Use of Data, 2019
Telecommunications brand Beeline used a TV analytics approach based on Big Data to build awareness and promote its tariffs and services in Russia.
Case Study
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Alana Zervos, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019
Seasoning brand Knorr employed innovative AI In-Video Ad Insertion Technology to embed ads within popular Hong Kong sitcom Come Home Love: Lo And Behold to increase sales and boost brand awareness.
Case Study
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Chi Bao, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019
International chewing gum brand 5 Gum sought to boost its market share in China by partnering with Tencent Games – the country's most popular online gaming platform.
Case Study
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Hong Tran, Priyanka Gupta, Joyce Wu, Germaine Tse, WARC Media Awards, Bronze, Effective Channel Integration, 2019
Fuel brand Shell launched a multi-media promo programme to drive top-of-mind awareness and boost fuel sale volumes in Hong Kong.
Case Study
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James Barnett, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019
Confectionery brand Skittles reached a Super Bowl-sized audience by appearing on Broadway with a bespoke new production.
News
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11 November 2019
ISBA, the trade body for UK advertisers, has launched a cross-media measurement programme that aims to incorporate global principles and audience measurement approaches currently being developed by the World Federation of Advertisers (WFA).
Article
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WARC Best Practice, November 2019
This article explores the current thinking and writing on TV audiences - a group of people once defined by the use of one stable, popular medium, which has now fragmented forcing a re-evaluation of audience measurement.
Case Study
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MMA Smarties, Bronze, X (Global), 2019
Yaani, an internet search engine, increased brand awareness and daily search volume in Turkey by developing a campaign that promised to plant a tree for every 100 searches conducted on its platform.
Case Study
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MMA Smarties, Gold, X (Global), 2019
Nike, the footwear brand, developed a socially enabled WeChat platform that allowed Chinese consumers to chat with friends and live-stream the All-Stars Weekend games, while delivering Nike content and product information.
Case Study
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MMA Smarties, Silver, X (Global), 2019
Abreva, a cold sore medicine brand, launched an optimised digital video campaign on YouTube to successfully increase purchase intent among younger consumers in North America.
Case Study
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MMA Smarties, Bronze, X (Global), 2019
DIMES, a squeezed juice brand, partnered with a recipe website to launch a voice-controlled breakfast-recipe reader, which increased brand awareness and market share in Turkey.
