Article
•
WARC Best Practice, February 2019
Explains the benefits of targeting and reach and explains key differences, such as how tight targeting can benefit short-term activation campaigns, whilst reach can be favourable for long-term brand-growth strategies.
Article
•
Lewis Taffs, WARC Best Practice, September 2018
Outlines the various steps to take that will enable companies to develop and implement a successful data-driven marketing programme.
Article
•
Research on WARC, December 2019
Looks at how 2020 is the year programmatic in digital out-of-home becomes a staple in digital campaigns as the scope of what is possible becomes apparent.
Opinion
•
Alex Brownsell, December 2019
Industry excitement is growing around the transformative potential of addressable TV advertising. This may be a little premature, writes Alex Brownsell.
Article
•
Benoit Cacheux, WARC Exclusive, December 2019
Outlines research into consumer expectations around personalised advertising, shopping experiences and customer services.
News
•
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
•
Jean-Christophe Conti, WARC Exclusive, December 2019
Explores the possible uses of mobile ID data to inform targeting in digital out-of-home.
Article
•
Research on WARC, December 2019
Traders are the exclusive keepers of a highly valuable – and tragically uptapped – body of knowledge that encompasses both the technical and qualitative aspects of programmatic media trading.
Article
•
David Tiltman, WARC Webinars, November 2019
David Tiltman, VP of content at WARC, looks at what senior marketers are most excited about and worried by in the year ahead.
Article
•
Research on WARC, November 2019
Provides a comprehensive guide to the UK Connected TV (CTV) market, covering everything from how to approach planning a CTV advertising campaign through to measurement and attribution, alongside a bespoke piece of consumer research.
Opinion
•
Cathy Taylor, November 2019
This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .
Article
•
WARC Trends, November 2019
Part of WARC's Marketer’s Toolkit 2020, this chapter offers a deep dive into tech priorities for brands in 2020.
News
•
04 October 2019
Amazon, the e-commerce giant, has the potential to “fulfill a promise that traditional television never could” if it decides to ramp up its video advertising endeavours, according to a paper in the Journal of Advertising Research (JAR).
Article
•
WARC Best Practice, September 2019
This article provides guidance and reading on what is possibly the oldest and most recognisable advertising medium, how it is adapting to the digital present and taking on the complexities and varieties of a continuously relevant medium.
Article
•
Andrew Lipsman, Journal of Advertising Research, Vol. 59, No. 3, 2019, pp. 259-262
This article describes how Amazon will revolutionize advertising by offering video at scale with closed-loop measurement.
Research Paper
•
Emma Donnellan, Komal Roy and Yuan Liu, ESOMAR, Congress, 2019
Pernod Ricard, an alcoholic beverages company, used research to help it reformulate its strategy to best target Chinese travellers.
Article
•
Sam Peña-Taylor, Event Reports, Cannes Lions, June 2019
AI has potential applications in warfare as well as advertising – and both require serious thinking about the ethics involved.
News
•
30 August 2019
In the Australian market there has been rising interest in the potential of location data to enhance OOH executions, according to the marketing technology firm Blis.
Article
•
Alex Gevers, Pieter Mees, Cosima Serban, Roger Williams and Estelle Reale, Admap, September 2019
A best practice guide from IAB Europe to key online video formats and lengths, and how to prepare for and measure video campaigns.
Article
•
Alex Brownsell, WARC Exclusive, August 2019
Looks at the power of Pinterest and how best to utilise the platform, which boasts 300 million users globally.
Article
•
Gabey Goh, WARC Exclusive, August 2019
Looks at how the OOH industry has been moving steadily towards digitalisation in Australia, and in what ways the transition has enabled marketing tech firm Blis to incorporate more robust measurement capabilities.
News
•
27 August 2019
Marketers in the Asia Pacific region are using location data to help measure relevance and attribution, according to new research.
Research Paper
•
Research on WARC, July 2019
Looks at the lessons that can be gleaned from APAC consumers' mobile interactions and how location based data can take this understanding to the next level.
Opinion
•
Alex Brownsell, August 2019
CNN International Commercial’s Rob Bradley and James Hunt explain the broadcaster’s ambitions for its CNN Reach consultancy, and why its latest sales deck doesn’t even mention the word ‘advertising’.
News
•
16 August 2019
The UK addressable TV market is growing, with 40% of homes now addressable, and a new report from Sky AdSmart claims this channel delivers higher engagement and clear business results for advertisers.
