Article
•
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.
Article
•
WARC Best Practice, July 2020
Provides marketers with information and guidance about combining TV and digital media strategies.
Article
•
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
•
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
•
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.
Research Paper
•
Helen R. Robinson and Stavros P. Kalafatis, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 251-270
This article examines selected drivers of multiple media use, to investigate why individuals choose to multitask with media.
Opinion
•
Ken Harada, September 2020
Connected TV has much potential in Japan but its future remains undefined, as media owner efforts to develop a CTV marketplace to meet advertiser demands, are still in the early stages.
Opinion
•
Ervin Ha, September 2020
Which media outlet enjoys the trust of Singaporean consumers? YouGov’s Ervin Ha takes a look at where Singaporeans chose to get their news and updates on COVID-19 from.
Article
•
Scindya Datt, WARC Exclusive, August 2020
PHD’s Scindya Datt outlines the key shifts in Southeast Asia’s media consumption patterns and looks ahead to how brands can move beyond pandemic conditions.
Article
•
Edward Lee, WARC Exclusive, August 2020
Examining the economic, habitual, attitudinal and social changes resulting from the pandemic.
Article
•
Brian Carruthers, Event Reports, Mediatel Future of TV Advertising Global digital conference, July 2020
VOZ is Australia’s database that brings together viewing data for both linear TV and BVOD; local agencies and broadcasters describe it as a game changer.
News
•
07/08/2020
Share of search provides a useful metric that any marketer can use as a surprisingly accurate proxy for the important, but often expensive, calculation of a brand’s market share, says a leading planner.
News
•
06/08/2020
In the debate about which consumer media habits will stick post-lockdown, new data from Ofcom suggests the shift to SVOD is here to stay.
Article
•
James Hankins, WARC Exclusive, August 2020
Introduces ‘Share of Search’ and presents several useful and applicable techniques to help establish a nuanced picture of a brand’s context versus its competitor set.
Article
•
WARC Category Intelligence, August 2020
Global strategies, campaign updates and trends in the entertainment and media category.
Article
•
Research on WARC, July 2020
The fifth research wave provides an updated view on many of the themes covered previously, as well as examining new topics such as worries over a second wave, and reactions to initiatives such as track-and-trace.
Article
•
Ebiquity, July 2020
Explores the important issues related to end-to-end management of influencer marketing activities.
Article
•
Sharan Sharma and Michael R Elliott, International Journal of Market Research, Vol. 63, No. 4, 2020, pp. 432-448
Case studies reporting real-world experiences with survey falsification are uncommon. In this article, we document the experience of a panel survey in India that produced TV viewing estimates ("TV ratings") where external parties were illegitimately trying to influence respondents' behavior.
Article
•
OMG Omnicom MediaGroup, Research on WARC, July 2020
Insights into evolving media consumption habits, content formats, and media platforms and brands that are seeing increased adoption in India during the COVID-19 outbreak.
News
•
02/07/2020
Marketers could benefit from using attention as a unit of trade when buying media, instead of relying on the opportunity or potential to view an ad.
Article
•
Alex Brownsell, Event Reports, Lions Live, June 2020
A Vivendi study found that nearly half of global consumers expect their media behaviours to permanently change after COVID-19.
Opinion
•
Karen Nelson-Field, June 2020
Bringing together industry heavy-hitters for the WARC Guide to Planning for Attention, Karen Nelson-Field takes you through the value, measurement, application and ethics of Attention.
Article
•
Nielsen, Research on WARC, June 2020
Examines how connected TV viewing habits have grown and changed during the course of the COVID-19 pandemic.
Article
•
VAB, Research on WARC, June 2020
Details the high volume of social media chatter about TV during the COVID-19 pandemic, analyzing Twitter trending topics during evenings from March 16 – April 26, 2020.
Article
•
Brian Carruthers, WARC Exclusive, March 2020
Adtech firm Cadent sees the addressable TV market growing in Europe, albeit at different rates across a fragmented ecosystem.
