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Brands can achieve relevance by maximising CTV

Article • Austin Scott, WARC Exclusive, January 2021

Guidance for marketers approaching connected TV advertising for the first time.

P&G’s Pritchard predicts all ads will involve 'some form of digital'

News • 20 January 2021

All advertising will ultimately incorporate “some form of digital” component in the future, Marc Pritchard, Procter & Gamble’s chief brand officer, has predicted.

What we know about programmatic

Article • WARC Best Practice, January 2021

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.

Growing programmatic maturity shifts marketer focus to contextual data strategies

Article • Mukta Lad, Event Reports, Programmatic Pioneers APAC Virtual Summit, October 2020

At the Programmatic Pioneers APAC Virtual Summit 2020, panellists shared thoughts on how to get more from programmatic advertising.

Seed audiences – “From not knowing you to tapping into millions like you”: Leveraging hypertargeting to maximise media ROI

Research Paper • Mario Dughi, Utsav Mamoria, Abhinav Mohan, Souvik Roy, ESOMAR Conference papers, Insights Festival, 2020

FMCG multinational Unilever created a hyper-targeted audience to change market behaviour and grow consideration and sales for its Breeze liquid laundry detergent in the Philippines.

Standardised measurement is the key to unlocking programmatic OOH’s future

Opinion • Helen Miall, November 2020

Programmatic OOH can and must learn from the issues that have been seen in display advertising, particularly on the issue of standardised measurement, argues VIOOH’s Helen Miall.

Programmatic accounts for three-quarters of European digital display advertising

Data • Rob Clapp, WARC Data Points, October 2020

An overview of digital advertising spend in Europe by transaction mechanism since 2013.

P&G's Marc Pritchard: 'It has been the most extraordinary year'

Opinion • Anna Hamill, October 2020

As one of the world’s leading marketers, Marc Pritchard, chief brand officer at Procter & Gamble, is driving a transformational agenda of equality and transparency. He speaks with WARC’s Anna Hamill for WARC Marketer's Toolkit 2021 on reinventing brands post-COVID, prioritising media transparency, and pursuing accountability on diversity.

How identity is evolving in a privacy-first, post-cookie market

Article • Chris Hogg, WARC Exclusive, October, 2020

Privacy regulation and cookie deprecation are a positive for the future health and next stage of growth for the advertising and marketing industry, as well as for the long-term developments of the digital marketing ecosystem.

Digital bananas – establishing a Fair Trade in digital advertising

Opinion • Damon Reeve, September 2020

There's a growing acceptance that the digital advertising industry needs to change, but how? Damon Reeve looks to the Fair Trade movement as an example of how things could develop.

P&G’s Pritchard sets a September 2021 deadline for “transparent and level” cross-platform measurement

Article • Event Reports, ANA 2020 Media & Measurement Conference, September 2020

Procter & Gamble, the consumer packaged goods manufacturer, is pushing for cross-platform measurement and heightened transparency in the media ecosystem.

Programmatic audio playbook India

Article • Research on WARC, September 2020

At present, India is at the start of the digital audio and programmatic advertising journey, but significant education is still needed about the value of incorporating digital audio into media planning budgets.

How John Hancock taps power of programmatic

News • 08 September 2020

John Hancock, the insurance and investment company, has gleaned numerous benefits from tapping into the power of programmatic advertising.

Advertisers are not yet tuning in to programmatic audio in India

News • 08 September 2020

Consumers in India spend an average of 19.

John Hancock adapts to new COVID-19 mindsets and marketing realities – and 'ramps' up for 2021

Article • Geoffrey Precourt, WARC Exclusive, July 2020

John Hancock, the insurance and investment company, has developed its marketing strategy and capabilities in response to the spread of COVID-19.

CTV video ads: Most attractive for advertisers, and for fraudsters

Article • Dr. Augustine Fou, WARC Exclusive, September 2020

Connected TV advertising (video content and ads being delivered through the Internet rather than broadcast airwaves) has been enjoying huge increases in ad spending.

Australia's online adspend down 12% in Q2 but video continues to rise

News • 25 August 2020

Total online advertising in Australia continued to slow in the second quarter of 2020, falling 12% year-on-year, but the full financial year total held steady at A$9.

As digital budgets face greater scrutiny, don't fall victim to adtech fraud

Opinion • Dr. Augustine Fou, August 2020

Marketers get little benefit from many adtech offerings, warns Dr Augustine Fou, and they need to pay more attention to what they are buying.

GDPR’s in-housing legacy

News • 03 August 2020

European organisations are leading the way in bringing their programmatic operations in house, according to a new report from the Interactive Advertising Bureau which suggests that this may be a consequence of GDPR and their greater ability to manage

Fixing the leaky bucket: How to optimise value from programmatic media buying

Article • Ebiquity, July 2020

Details ten things advertisers can do to optimise value from programmatic media.

What the New Statesman tells us about the brokenness of digital advertising

Opinion • Sam Peña-Taylor, July 2020

The questions swirling around the suitability of Facebook’s open platform for advertising mask a different debate: whether advertising has forgotten its role in ensuring a healthy media ecosystem.

Attitudes to digital video advertising report

Article • IAB Europe, Research on WARC, July 2020

Highlights key trends in attitudes to Digital Video Advertising.

Singapore, Hong Kong and India leading on programmatic in APAC

Data • Rob Clapp, WARC Data Points, June 2020

An overview of programmatic adoption in Asia Pacific and the frequency of use of different programmatic marketplaces.

Programmatic budgets hold steady in Asia with OTT video set to grow

News • 10 June 2020

Programmatic advertising in Asia continues to grow, with media buyers championing OTT as the major growth format for 2020, according to a new report by Rubicon Project.

Brand safety: A playbook for marketers

Article • GroupM, Research on WARC, June 2020

Gives an overview of political, social and technological shifts impacting brand safety at a high level and looks to specific challenges in five categories currently undergoing rapid transformation: Connected TV, Digital Out-of-Home, Location Data, Audio and Gaming.

The impact of COVID-19 on media strategy

Article • MediaSense, WARC Exclusive, March 2020

An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
The WARC Guide to Planning for Attention

Article • WARC Best Practice, June 2020

A summary of new thinking and best practice on Planning for Attention, from the WARC Guide.
Marketer's Toolkit 2020

Article • 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.
What we know about targeting vs reach

Article • WARC Best Practice, February 2020

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.
Global Ad Trends: Three Themes from 2019

Data • James McDonald, Rob Clapp, WARC Data, December 2019

This report summarises the latest research from WARC's Data platform, with a focus on the three key themes from 2019, drawn from an analysis of client readership over the year. These are:
Marketer's Toolkit 2020: Data Report

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 Data Report adopts the STEIP methodology to cover five drivers of change that will affect marketers next year: Society, Technology, Economy, Industry and Policy.