This article 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.
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.
Online ad growth in the UK continues to exceed expectations, helping deliver a 20th consecutive quarter of market growth in the April-to-June period and another upwards revision to the full year forecasts carried in the quarterly Advertising ...
Duane Varan and Magda Nenycz-Thiel, WARC Webinars, October 2018
Dr. Magda Nenycz-Thiel, senior marketing scientist at Ehrenberg-Bass Institute, and Dr. Duane Varan,chief executive officer at MediaScience discuss if shorter ads are as effective as thirty-second ads.
Emma Pengelly, Event Reports, IAB UK Digital Upfronts: JCDecaux, October 2018
A recent study by specialist media consultancy, Work Research, reveals there is disparity between marketers’ desires to pursue long-term brand building strategies and the reality of allocating media money to short-term sales response channels.
Mobile location marketing offers significant potential to augment consumer understanding and deliver more relevant advertising but brands need to be careful to be on the right side of the line between convenient and creepy.
Institute of Practitioners in Advertising, October 2018
Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.
Ian James, WARC Best Practice, October 2018
Outlining the benefits of mobile location marketing and showing how organisations can deliver the mobile moments needed to win, serve, and retain digitally empowered customers that choose to opt-in to location marketing.
Dora Heinkel (†), Pia Blasé, Martin Oxley, Andre Schuenemann and Ralf Becker, ESOMAR, Congress, 2018
A global study revealed that, while consumers share their location data, most feel stressed or vulnerable when doing so. The findings also gave insights in how to appropriately address consumers’ privacy needs and concerns.
Advertising researchers do not fully understand the impact that different ad placements and delivery vehicles have on the mobile user’s experience, according to a paper in the Journal of Advertising Research (JAR).
This article, taken from the Warc Toolkit 2017 report, discusses how to achieve marketing effectiveness in the digital age by striking the right balance between close targeting and mass reach, and between short- and long-term strategies.
Mobbie Nazir, WARC Best Practice, November 2016
This paper explores the use of social within the roster of a campaign's media use; a broad term, it refers to a collective of online communication channels built on community-based input, interaction, content-sharing and collaboration.
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