Advertising best practice, evidence and insights

What we know about earned media

Article • WARC Best Practice, August 2019

This article provides marketers with information and guidance on generating earned media.

What we know about combining TV with digital media

Article • WARC Best Practice, July 2019

Provides marketers with information and guidance about combining TV and digital media strategies.

What we know about cross-channel and multichannel marketing

Article • WARC Best Practice, July 2019

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

How to develop an effective multichannel advertising strategy

Article • Sue Elms, WARC Best Practice, April 2017

This paper explains how brands can engage with consumers in a complex media landscape, arguing that they need to stay rooted in the real lives of their consumers.

How to implement a paid, owned, earned media strategy

Article • Fiona Blades, WARC Best Practice, March 2017

This article explores how to implement a media strategy capable of stretching across all types of media touchpoints, paid, owned, and earned.

WARC from Home: Integrating media – why it matters and how to do it well

Opinion • WARC from Home, April 2020

WARC from Home is a new series to help subscribers to brush up on the essentials of marketing during the COVID-19 lockdown.

Czech Insurance Association: Distractions Kill

Case Study • Case Studies on WARC, 2018

The Czech Insurance Association raised awareness of the dangers of using phones while driving by placing the emphasis on the people that survive car crash victims.

Itaú Unibanco: Beat inflation

Case Study • Case Studies on WARC, 2018

Bank Itaú Unibanco grew new accounts and consideration by siding with the people of Argentina at a time of economic uncertainty and giving them a convincing reason to become customers.

Renault: Dragon's Cave – The Return

Case Study • Case Studies on WARC, 2019

Automaker Renault launched its Kwid Outsider model in Brazil through a film which appealed to pop-culture fans and was promoted Hollywood-style.

Scout Association of Croatia: Boranka – Paint it back

Case Study • Case Studies on WARC, 2018

The Scout Association of Croatia organised a volunteer-led afforestation campaign to revitalise the country’s fire-struck areas.

Edelman Intelligence for Hologic: Getting tested gets put to the test

Case Study • SABRE Awards, IN2, North America, Best in Measurement, Post-Campaign Analysis, 2020

Hologic, a medical technology company focused on women's health, used a core analytics offering by Edelman Intelligence in the US to create smarter investments in its campaign to prevent cervical cancer.

Nicorette: Taste Test Drive

Case Study • SABRE Awards, IN2, North America, Healthcare, 2020

Nicorette, a nicotine replacement therapy brand, increased awareness and sales of its new lozenges in the US by partnering with former smoker and NASCAR legend Dale Earnhardt Jr.

Cross-media effects differ by market

News • 31 January 2020

A combination of television and online advertising can yield distinct cross-media impacts in different countries, according to a study published in the Journal of Advertising Research (JAR).

Sports partnerships and the continuing power of live

Article • David Shore, Admap, February 2020

Four ways in which a brand can activate a sports sponsorship through paid media.

The perception gap around magazine media: why advertisers are missing out

Article • Anna Sampson, WARC Exclusive, December 2019

An overview of the latest research by Magnetic, the marketing agency for UK magazine media.

Measuring effectiveness

Article • Imaad Ahmed, WARC Webinars, December 2019

Imaad Ahmed, head of planning and field marketing at WARC, looks at how marketers can measure marketing impact across multiple channels.

Dynamic asymmetric effects of cross-media exposures over the purchase cycle: In China, TV ads benefit from prior online exposure, but not vice-versa

Article • June Soo Lee and Demetrios Vakratsas, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 455-465

Cross-media advertising campaigns can grant marketers decisive advantages given the potential for synergy.

The impact of airing Super Bowl television ads early on social media: Benefits and drivers of watching, liking, and sharing advertisements on social media

Research Paper • Jennifer Lee Burton, Kristen M. Mueller, Jan Gollins, and Danielle M. Walls, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 391-401

Every year, executives debate whether to release their Super Bowl advertisements early on social media or whether this early release will hurt the surprise and impact of being seen for the first time during the most viewed televised sporting event in the United States.

Forum: Using neuroscience to understand the impact of premium digital out-of-home media

Article • Heather Andrew, Helen Haines and Shaun Seixas, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 588-600

In this article, Heather Andrew and Dr Shaun Seixas of Neuro-lnsight, and Helen Haines from Ocean Outdoor explain how modern brain imaging technology can be applied to measure people's emotional, subconscious responses to different forms of outdoor media, from static paper and paste posters to multisensory advertising screens.

How Aldi made saving feel amazing

Case Study • Case Studies on WARC, 2019

Aldi, the budget supermarket, grew its penetration in the face of resurgent price cutting from its competitors in the UK.

Samsung: S10 – Innovation at the next level

Case Study • Eugenia Teo, WARC Media Awards, Entrant, Effective Use of Tech, 2019

As market leader in the fast-paced, competitive smartphone market in the Philippines, Samsung reignited excitement in the category by amplifying its product superiority, increasing both sales and brand love.

Becel: Power of Plants

Case Study • WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Plant-based spreads and oils brand Becel used influencer marketing, backed by digital and social media, to raise awareness of the brand and of the benefits of a plant-based lifestyle in Canada.

Colors: Dance to empower

Case Study • Brian Sequeira, WARC Media Awards, Entrant, Effective Use of Tech, 2019

India's leading TV entertainment channel, Colors, launched new dance talent show Dance Deewane in the primetime Hindi general entertainment space to increase viewership among multiple generations of Indian families.

ŠKODA UK: #ThisIsOurTime

Case Study • Susie Milburn, WARC Media Awards, Grand Prix and Successful Sponsorship Special Award, Effective Use of Partnerships and Sponsorships, 2019

Volkswagen-owned auto brand ŠKODA leveraged its cycling heritage and sponsorship of the Tour de France to provoke conversations about gender inequality in the sport.

Wall's: Gold Spirit

Case Study • Apoorva Shetty, Sumeet Parab, Larry Asalim, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Ice-cream brand Wall's created a multimedia campaign around its sponsorship of the national team, to drive visibility and sales during the Asian Games in Indonesia.

Integration