Article
•
Austin Scott, WARC Exclusive, January 2021
Guidance for marketers approaching connected TV advertising for the first time.
News
•
13 January 2021
TV network group OpenAP is to introduce technology that will give advertisers a digital-style view of available slots.
Article
•
WARC Best Practice, January 2021
A summary of new thinking and best practice on new research in marketing.
Article
•
Research on WARC, January 2021
Research paper from the Mobile Marketing Association and Neustar focused on using outcome-based planning to reach the “movable middle” – defined as open-minded consumers by their mid-range (20% - 80%) probability of buying a particular brand.
News
•
05 January 2021
Ride-hailing company Uber was in the midst of crisis when it discovered colossal fraud to the tune of $100m, according to comments made recently by its former head of performance marketing and CRM.
Opinion
•
Sarah Jones, December 2020
TV viewing habits have been upended. Audiences are more likely to watch content by themselves. Dayparts no longer determine platform choice. These changes demand a new approach to TV planning, writes Sky Media’s Sarah Jones.
Article
•
Ana Andjelic, WARC Exclusive, December 2020
This paper incorporates concepts from The Business of Aspiration: How Social, Cultural and Environmental Capital Transforms Brands (Routledge, 2021).
Opinion
•
Rob Clapp, December 2020
This month: the numbers behind what happened with e-commerce, gaming and connected TV in 2020, and how to respond in 2021.
Article
•
Oliver Botti, WARC Exclusive, November, 2020
This article explores the new technology enabling more interactive and immersive sports content experiences.
Article
•
Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2020
Business-to-business (B2B) marketers should give deep, human insights the same exalted status as consumer brands do in developing their campaigns.
Opinion
•
Keith Lee, November 2020
ADA's Keith Lee believes that despite restricted budgets, financial services marketers must still invest time and resources to smooth out the digital customer journey and leverage data-driven communications for better outcomes.
Research Paper
•
Abhinav Mohan, Ashwini Bagkar, Somdipta Maity, Umesh Krishna, ESOMAR Conference papers, APAC, 2020
InMobi Pulse, a mobile research platform, partnered with mobile-first brand Swiggy to leverage micro-segmentation and solve the problem of low app retention in India.
Article
•
Stephen Whiteside, Event Reports, B2B World Fest, November 2020
The B2B Institute, a think tank funded by LinkedIn, the business-orientated social network, has outlined three major trends that it believes will shape business-to-business marketing in the next decade.
Opinion
•
Mark Wagman, November 2020
Writing for WARC’s Marketer’s Toolkit 2021, Mark Wagman, managing director at MediaLink, argues that brands will benefit from the death of the third-party cookie.
Article
•
WARC Category Intelligence, November 2020
Global strategies, campaign updates and trends in OOH.
Opinion
•
David Tiltman, November 2020
WARC’s annual Marketer’s Toolkit looking at the year ahead is being released this week. Head of Content David Tiltman looks back at a tumultuous 2020.
Research Paper
•
Yinghui Huang, Hui Liu, Weiqing Li, Zichao Wang, Xiangen Hu, and Weijun Wang, Int. Journal of Market Research, Vol. 62, No. 6, 2020, pp. 689-706
Online lifestyles have been shown to reflect and affect consumers' preferences across a wide range of online scenarios.
News
•
12 November 2020
News and podcast publisher Slate has begun to promote Slate Select, an ad targeting tool that lets advertisers reach audiences across its sites and podcast network using the brand’s own audience data.
Opinion
•
Anna Hamill, November 2020
With e-commerce booming in the wake of the pandemic, digital payments will be even more important in 2021. Lynne Biggar, Chief Marketing and Communications Officer at VISA, speaks to WARC’s Anna Hamill for WARC’s Marketer’s Toolkit 2021 about the digital commerce revolution, supporting small businesses, and hyper-targeting.
News
•
10 November 2020
Clients want full targeting and measurement capabilities on TV streaming services to match other digital channels but these services are coming of age amid renewed regulatory fervor and as the public becomes increasingly privacy-conscious.
Opinion
•
Austin Scott, November 2020
Connected TV offers advertisers born and raised on digital a highly targeted and cost-effective way into a medium proven to build brand equity.
Opinion
•
Alex Brownsell, October 2020
Retail media is rising up the agenda, with brands dedicating more spend to performance channels. Cara Pratt, SVP at Kroger Precision Marketing, talks to Alex Brownsell for WARC Marketer's Toolkit 2021 about how the grocer is using customer data to close the loop between ad investment and customer purchase.
Data
•
WARC Data, October 2020
Summarises the findings of WARC's latest mobile marketing survey, conducted across APAC on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
Article
•
WARC Best Practice, October 2020
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.
News
•
19 October 2020
IAB Europe’s flagship framework for gathering internet users’ consent for targeted ads has been found to breach the EU’s GDPR standards.
