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.
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.
Amy Rodgers, Adrian Ho and Ian Edwards, WARC Webinars, August 2018
Amy Rodgers, research editor at WARC, Adrian Ho, founding partner at Zeus Jones, and Ian Edwards, planning director at Facebook UK, discuss key stats and findings from interviews with over 550 planners and strategists around the world.
Eun Sook Kwon, Karen Whitehill King, Greg Nyilasy, and Leonard N. Reid, Journal of Advertising Research, Digital First, April 2018
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.
NEW YORK: IBM, the tech company, has helped Unilever, the consumer packaged goods manufacturer, test the potential of the blockchain to tackle several problems that currently shape the media-buying process.
Do you remember writing a thesis and feeling slightly upset as you start to realise that no one will ever read it besides your professors, or at best, your parents? Students should receive the recognition they deserve for their hard work – other than just the grade at the end of the academic year.
GLOBAL: Advertisers are having to rethink the way they invest in paid media and take greater responsibility for their investments rather than outsourcing the task to agencies, an industry figure has argued.
Jeff Razniewski and Emma Pop, Admap, February 2018, pp. 26-28
Identifies three key barriers that marketers must address to execute scaled, person-level cross-channel strategies and aims to provide a framework to help marketers decide when these types of strategies should be considered for brand marketing plans.
Tom Darlington, Admap, February 2018, pp. 36-37
Outlines six component parts to developing a multiscreen approach, using the drink brand Rubicon Spring as an example of a successful multiscreen approach that combined digital and social, supported by TV and VOD.
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.
Welcome back to WARC!
We’ve made some exciting changes since your last visit, bringing you:
Latest category insights straight to your homepage