Article
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Tom Denford, WARC Best Practice, March 2018
Defines what media transformation is, provides ways that marketers can implement it and how agencies also need to change in terms of the service they are providing.
Article
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WARC Best Practice, November 2017
Looks at the much talked about, but less often understood, topic of Programmatic: an automated media buying method that leverages data in real time to gain sophisticated targeting.
Article
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Maggie Mesa, WARC Best Practice, November 2017
Mobile programmatic – the automated version of trading digital ad space in the mobile environment – enables data-driven and efficient targeting, but marketers must be aware of key challenges to master the technology.
Article
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Kelsey Meuse, WARC Best Practice, October 2017
This article takes a detailed look at how creative optimisation can enhance the performance of digital advertising, enabling marketers to identify and serve the best version of ad creative for key audiences.
Article
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James Prudhomme, WARC Best Practice, August 2017
This article provides a summary of how Header Bidding works, its benefits and drawbacks and best practices for how agencies and marketers can leverage Header Bidding to achieve their campaign goals.
Article
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Nick Manning, WARC Best Practice, July 2017
This article provides a best practice guide for advertisers to ensure their digital advertising is based on the right contracts and sufficient data to guarantee media transparency and brand safety – that is, their ads appear in an appropriate online context that does not damage brand reputation.
Article
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Joanna O'Connell, WARC Best Practice, March 2017
This article explores how programmatic can be more than a way to serve ads: it can enhance the customer experience if the dynamic capabilities of adtech are combined with meaningful creative.
Opinion
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Martin Kelly, June 2018
As the IAB uncovers a trend towards the in-housing of programmatic, Martin Kelly, co-founder and CEO, Infectious Media, argues that agencies will continue to have a role.
Article
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Brian Carruthers, Event Reports, Radiocentre Tuning In, May 2018
One of the original online companies, eBay, uses radio advertising to get its brand into the centre of people’s lives and regain cultural relevance.
News
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31 May 2018
MOUNTAIN VIEW, CA: The market for programmatic audio has been given another boost with Google’s announcement that marketers can now buy audio ads through its DoubleClick Bid Manager demand-side platform.
News
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24 May 2018
NEW YORK: Accenture Interactive is launching a Programmatic Services practice which will add the planning, buying and management of programmatic campaigns to its previous offer of advice on bringing programmatic buying in house.
News
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23 May 2018
NEW YORK: Two-thirds of brand marketers purchasing digital ads programmatically have moved all or some of that function in-house, according to new research.
News
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07 May 2018
SAN SEBASTIAN: Nordic footwear retailer Shoe-d-vision reversed the flow of traffic away from physical stores, drove online sales and gained market share with a combination of programmatic ad buying and AI-informed content.
News
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04 May 2018
NEW YORK/LONDON: The amount of time consumers around the world spend online each day will overtake that spent watching linear TV this year, according to new projections from GroupM.
Article
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Dan Brown, Admap, May 2018, pp. 14-15
While the opportunities offered by digital media platforms and programmatic trading are significant, they have also created greater complexity for brand marketers, which, in turn, present additional challenges.
Article
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Brooke Hemphill, Event Reports, Programmatic Summit, March 2018
Lenovo, the electronics giant, brought its programmatic operation in-house to exert more control over its media, but then reverted back to a “hybrid”-managed model to focus more on its core function – selling PCs.
Article
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Jo Bowman, Event Reports, I-COM Data Creativity Awards, April 2018
A combination of programmatic buying and AI-informed content turned around the Shoe-d-vision business in Denmark and Norway, boosting both online and offline sales.
News
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11 April 2018
LONDON: Despite recent controversies around programmatic – surfacing ads next to inappropriate content, for example – best-practice examples show how it can be used effectively, according to a new WARC report.
Article
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WARC Exclusive, April 2018
Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
News
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03 April 2018
ORLANDO, FL: Anheuser-Busch InBev, the global brewer, has witnessed significant benefits from tapping into the power of programmatic advertising in a nuanced way.
News
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02 April 2018
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.
News
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29 March 2018
GLOBAL: As little as 28% of advertisers’ programmatic expenditure may actually make it to the working media level, as agency fees, the “tech tax” and ad fraud all eat into the $63.4bn spent worldwide last year, an analysis by WARC ...
Article
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Stephen Whiteside, Event Reports, BRITE 2018, March 2018
IBM, the tech company, and Unilever, the consumer packaged goods manufacturer, joined forces to experiment with using blockchain technology in the media-buying process.
Article
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Geoffrey Precourt, Event Reports, ANA Media conference, March 2018
Anheuser-Busch InBev, the beer giant, has witnessed considerable success from tapping into the power of programmatic advertising.
News
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22 March 2018
SYDNEY: Tourism Australia’s viral campaign ‘Dundee’ aired at the Super Bowl this year, but the ongoing benefits of the campaign have been through programmatic spend, customer journey-mapping and consumer data analysis.
