Opinion
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Duncan Southgate, September 2021
As digital ad spend rises and options expand, advertisers and agencies need to bring analytical rigour to matching their media strategies with their brand’s personalities.
Article
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WARC Best Practice, September 2021
Much has been written about the need to shift the ecosystem away from vanity metrics that promised more than they could deliver.
Article
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Tina Fegent, WARC Exclusive, September 2021
O2, the UK telco company, is a member of the Conscious Advertising Network (CAN) which is helping the company make more responsible media investment decisions.
Article
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WARC Best Practice, September 2021
A summary of new thinking and best practice on conscious media investment.
Opinion
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Vivek Kumar, August 2021
FairPrice Group’s Vivek Kumar says retail media networks bring brands closer to the customer online and their rapid rise as an advertising channel is because their impact has become easier to measure.
Article
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Waqar Ahmed Riaz, WARC Exclusive, August 2021
At its core, performance marketing exists to identify a targeted group of consumers and encourage them to generate a response to help sell, cross-sell and up-sell more products.
Article
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WARC Exclusive, August 2021
Examines the implications of the new HFSS (high in fat, sugar and salt) food laws in the UK, and particularly their impact on marketers.
Article
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WARC Best Practice, July 2021
Provides marketers with information and guidance about combining TV and digital media strategies.
Opinion
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Susy Pyzer-Knapp, July 2021
Operating models may sound arcane but they are increasingly critical to making sure marketers have the external partners they need, explains Susy Pyzer-Knapp, Design Practice Lead at ID Comms.
Article
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Nathan Lawson, WARC Exclusive, July 2021
COVID-19 has fundamentally altered consumer mobility and psychology.
Opinion
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Alex Brownsell, June 2021
Lizzie Nolan, Executive Vice President and Managing Director, Strategy & Insights, at Havas shares insights from the virtual judging room at Cannes Lions.
Rankings
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Rankings Articles, April 2021
A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.
Opinion
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Cathy Taylor, March 2021
This article is part of the March 2021 Spotlight US series, “Media strategies for a shifting US landscape.” Read more
Article
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Mike Piner, WARC Exclusive, Spotlight US, March 2021
Looks at the legacy business model of the US TV upfront sales market, and how it can change to embrace a wider set of business goals.
Article
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WARC Strategy Toolkit, March 2021
This article looks at the nuts and bolts of bringing a marketing strategy to life – how to write a creative brief, and how to brief it successfully.
Opinion
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Mike Follett, February 2021
Mike Follett, Managing Director, Lumen, responds to Facebook’s Ian Edwards and Harry Davison and argues that the smartest media planners are talking about ‘attention strategies’, utilising different ’shapes of attention’ provided by different media to achieve different aims.
Opinion
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Marc Guldimann, February 2021
Marc Guldimann, CEO of Adelaide argues that letting media sellers optimize to outcomes at the expense of media quality, or worse, transacting on outcomes, creates a set of incentives and measures that sellers with sufficient data can easily game.
News
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08 February 2021
A new whitepaper from Google uncovers some of the strategies developed by the firm’s own marketers – here, we explore the waterfall media planning strategy.
Opinion
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Lena Roland, January 2021
Despite the turbulence of last year – or, perhaps, because of it – the marketing community unveiled a wide range of research and fresh thinking that can help boost effectiveness in 2021 and beyond.
Article
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Professor Karen Nelson-Field, WARC Exclusive, January 2021
Advice on how advertisers can practically apply consumer attention data to improve marketing effectiveness.
Article
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Mike Follett, WARC Exclusive, January 2021
New cross media attention research attempts to show how much more visual engagement ads in one media generate than another, and if this extra attention is reflected in the price advertisers pay.
Article
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WARC Best Practice, January 2021
A summary of new thinking and best practice on new research in marketing.
Opinion
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Zofia Iwaszkiewicz, December 2020
During 2020 Kantar has published seven category-specific media effectiveness investigations covering food and drink, tech and telco, alcohol, finance,
News
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16 December 2020
Attention can act like grocery unit pricing and provide a missing ‘relative quality’ layer in media planning, says Professor Karen Nelson-Field, so helping advertisers to understand performance of different platforms using a common metric of value.
Research Paper
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Micael Dahlen, John Karsberg, Sofie Sagfossen, Helge Thorbjørnsen, and Fredrik Lange, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 417-425
People increasingly are in motion when exposed to advertising, which begs the question, "Are moving consumers more influenced by advertising?" This article builds on grounded cognition–the premise that the body influences the brain–to show that physical activity has positive effects on attitudes and intentions toward an advertisement and a brand.
