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 ...
Article
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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
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Anish Daryani, Admap, December 2019
Ramadhan is one of the most important rituals in the Islamic calendar, and consumer behaviour changes to accommodate religious rituals such as iftaar, prayer and fasting.
Article
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WARC Trends, November 2019
WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.
Opinion
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Anna Hamill, November 2019
This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .
News
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11 November 2019
ISBA, the trade body for UK advertisers, has launched a cross-media measurement programme that aims to incorporate global principles and audience measurement approaches currently being developed by the World Federation of Advertisers (WFA).
Opinion
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Hannah Gillett, November 2019
Highly digitally-connected media planners are bringing their own biases to the interpretation of campaign data, argues Hannah Gillett, Strategy Director at Spark Foundry.
Article
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GroupM, Research on WARC, October 2019
GroupM looks at the media landscape through the prism of the expenditure of large advertisers and examines some of the key protagonists that affect media supply.
Article
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WARC Best Practice, October 2019
Explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.
Article
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Faris Yakob, WARC Webinars, October 2019
Looks at the impact when advertising appears in channels that make people feel bad, or alongside unsafe content and how best to manage your brand communication.
News
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07 October 2019
Some of the world’s biggest brands, including Mastercard, Procter & Gamble and Unilever, have joined forces to launch a global initiative to build consensus on key principles for cross-media measurement.
News
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26 August 2019
A formulaic approach to media planning can lead to brands missing out on potential growth opportunities, according to an industry figure, who argues that planners need to get out of their comfort zone.
Article
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WARC Best Practice, August 2019
Provides guidance and information on a much discussed and increasingly relevant topic of dwell time, or the length of a user's exposure to content.
News
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01 August 2019
Conagra, the consumer packaged goods manufacturer, has embraced “intent-based” media buying that seeks to use interests, not demographics, as the primary mode of insight.
Article
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Geoffrey Precourt, Event Reports, MMA Impact, March 2019
Conagra, the consumer packaged goods (CPG) manufacturer, is leveraging “intent-based” media buying to help drive growth.
Article
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WARC Best Practice, July 2019
This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.
Article
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WARC Best Practice, July 2019
Provides marketers with information and guidance about combining TV and digital media strategies.
Research Paper
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Research on WARC, July 2019
Looks at the Australia digital media landscape and the role of external influencers in decision-making.
Research Paper
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Micael Dahlen, John Karsberg, Sofie Sagfossen, Helge Thorbjornsen, and Fredrik Lange, Journal of Advertising Research, Digital First, June 2019
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.
Article
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Geoffrey Precourt, Event Reports, 4A's Decisions 20/20, March 2019
Bayer Consumer Health, the pharma company, is seeking to introduce greater dynamism into its media strategy.
Research Paper
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Eun Sook Kwon, Karen Whitehill King, Greg Nyilasy, and Leonard N. Reid, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 99-128
Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.
Article
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Stephen Whiteside, Event Reports, CIMM Summit 2019, February 2019
Unilever, the fast moving consumer goods giant, is seeking to overcome some of the main obstacles facing brands in the measurement space.
News
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05 March 2019
Media planners should understand the development of the frequency debate and the implications of the plans that they put together, an industry figure advises; there is a cost to excessive frequency as well as a difficulty to overcome with ...
Article
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Phil Sumner, Admap, March 2019
Provides broad considerations for marketers when thinking about frequency, while reaffirming that there is no rule book to follow.
Research Paper
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Chris Sloane, Admap, March 2019
Looks at the history of frequency theory and what this can teach us in today's media environment.
