Article
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WARC Best Practice, February 2020
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
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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.
Opinion
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Brian Carruthers, March 2020
At a time when data privacy concerns are growing, people’s worries can take some unexpected directions according to Jamie Bartlett.
Opinion
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Sandra Matz, March 2020
Cambridge Analytica has shaped people’s views of psychological targeting. Professor Sandra Matz argues for an ethical approach that can restore its reputation.
Article
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Tarik Windle, WARC Exclusive, March 2020
What the phasing-out of third-part cookies means for media planning and consumer targeting.
News
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16 March 2020
The idea of limiting an audience based on segmentation is outdated in a world where behavioral targeting, data science and machine learning can deliver relevant messages to multiple segments simultaneously, an industry veteran argues.
Article
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Gill Edwards, WARC Exclusive, March 2020
Gill Edwards, Head of Segmentation & Activation, Kantar Analytics Practice, outlines three reasons why segmentations do not always deliver.
Article
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Bhasker Jaiswal, WARC Exclusive, March 2020
Looks at the evolution of segmentation in China from using demographics to integrating offline and online purchase behaviour to track target audiences.
Article
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Edwina Dunn, WARC Exclusive, March 2020
Edwina Dunn, data science pioneer, outlines a new approach to segmentation combining postcode data with social likes.
Article
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WARC Best Practice, March 2020
A summary of new thinking and best practice on making segmentation work, from the WARC Guide.
Article
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Xavier Mussard, WARC Exclusive, March 2020
Details the challenges and opportunities for advertisers striving for greater personalisation in a country with 1.4 billion consumers.
Article
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Ian Edwards, WARC Exclusive, March 2020
Ian Edwards, planning director, Northern Europe, Facebook writes that machine learning will ultimately replace the need for segmentation and manual targeting.
Article
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Lance Porigow, WARC Exclusive, March 2020
Lance Porigow, Chief Marketing Officer, The Shipyard writes that the future lies with reverse segmentation – flipping segmentation on its head to target all prospects.
Article
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Stephanie Caunter and Simon Samuel, WARC Exclusive, March 2020
Marketers can still bounce back despite the COVID-19 outbreak threatening an economic decline in Southeast Asia; digital marketing agency ADA shares five strategies for marketers to navigate through this period of economic uncertainty.
Article
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Jean-Paul Edwards and Pete White, WARC Exclusive, March 2020
Jean Paul Edwards, chief product officer OMD outlines how a new approach to segmentation tapping into qual and quant data as well as social listening is optimising insight that can be activated through programmatic channels.
Article
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WARC Best Practice, March 2020
This article provides marketers with information and guidance about using advanced targeted approaches offered by addressable TV.
Article
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Andrew Hill, WARC Exclusive, February 2020
Andrew Hill, APAC client director at Edge by Ascential, makes the argument for reallocating attention to other parts of the shopper journey - such as working with retailers on optimising the product page.
Opinion
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Christian Polman, February 2020
Ebiquity’s strategy chief Christian Polman analyses the possible cause and effects of Google’s decision to take Chrome cookie-free - and what brands need to do about it .
Opinion
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Alex Wright, February 2020
Knowing where an audience is and understanding its behaviour is key to planning a digital out-of-home campaign, writes Alex Wright, head of insights at Blis.
News
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18 February 2020
The slow death of the third-party cookie means that contextual targeting will become increasingly important – and marketers should use the insights they generate from current cookie data to inform their future contextual strategies, an industry ...
Article
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Ben Plomion, WARC Best Practice, February 2020
Contextual advertising, one of the first forms of ad targeting in both the off and online worlds, is something marketers need to take a renewed look at.
Article
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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
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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
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Benoit Cacheux, WARC Exclusive, December 2019
Outlines research into consumer expectations around personalised advertising, shopping experiences and customer services.
News
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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 ...
