Our monthly report series covering marketing’s most pressing issues.
The WARC Guide to shoppable media
- Why it matters
- Merging commerce with content
- What marketers need to know
- Brands ahead of the curve
Author Q&A
With Kaho Yamada, Head of influencer marketing, Japan Anymind Group.
The complete WARC Guide playlist of Q&As with expert authors.
WARC Talks
Shoppable media as an omnichannel strategy
THIS WEBINAR IS OPEN TO WARC SUBSCRIBERS ONLY
Isobar Commerce's Patrick Deloy and Nathan Petralia share insights from their contribution to the WARC Guide to Shoppable Media on the pros and cons of investing in paid shoppable media advertising.
Patrick Deloy and Nathan Petralia
Tuesday 16th March, 8am GMT / 4pm SGT
This deep-dive deck into shoppable media is exclusively available to WARC subscribers.
Contributing articles
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FREE ARTICLE
Shoppable ad formats: The pros and cons
Author Nate Shurilla
Company Dentsu -
Shoppable media as an omnichannel strategy
Authors Patrick Deloy and Nathan Petralia
Company Isobar Commerce -
Influencer marketing’s impact on shoppable media
Author Kaho Yamada
Company AnyMind Group -
Future gazing: Social commerce is the new e-commerce
Author Maria Bain
Company iCrossing -
What you need to know about interactive audio ads
Author Flora Williams
Company OMD
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FREE ARTICLE
Retail media trends to watch out for in 2021
Author Patrick Miller
Company Flywheel -
Fake it until you make it: Managing the transition before full social media shoppability
Author Yulia Livne
Company Mindshare -
How do shoppable formats fit into the media plan
Author Jin Kim
Company Creative Digital Agency -
Headless commerce: Incremental gains and exponential change
Author Mudit Jaju
Company Wavemaker
The WARC Guide to communicating value
Read the summary deck on communicating value, which looks at brand building and brand advertising as vital tools for creating and maintaining a perception of value.
The WARC Guide to new research in marketing
Read the summary deck on new research in marketing, which looks at how the ‘messy middle’ provides new insight into the role of marketing in an age of e-commerce and the ‘movable middle’ as a useful concept for brands that need to squeeze more from their budget.
The WARC Guide to effective packaging
Read the summary deck on effective packaging, which looks at how the reinvention of packaging solutions to meet new challenges offers new opportunities to engage with consumers and convey brand purpose.
The WARC Guide to brand activism in the Black Lives Matter era
Read the summary deck on brand activism in the Black Lives Matter era, which looks at what consumers want brands to do and how supporting Black Lives Matter can underscore a brand’s purpose, if a brand is prepared to acknowledge their truth and make change.
The WARC Guide to marketing in the gaming ecosystem
Read the summary deck on marketing in the gaming ecosystem, which looks at the major opportunity in esports and how gaming is changing the rules of brand loyalty – gamification is out; mobile branded games are in.
The WARC Guide to e-commerce and the future of effectiveness
Read the summary deck on e-commerce and the future of effectiveness, which looks at how e-commerce growth has accelerated globally and the fundamentals of product, packaging and price points.
The WARC Guide to Planning for Attention
Read the summary deck on planning for attention, which looks at the value of attention, attention as a measure and how brands are using it to drive ROI.
The WARC Guide to Marketing in the COVID-19 recession
Read the summary deck on Marketing in the COVID-19 recession, which looks at what we know so far about the pandemic, planning for the recovery and early lessons from China.
The WARC Guide to Structuring for effectiveness
Read the summary deck on Structuring for effectiveness, which looks at some of the key structural considerations for client-side marketers looking to invest effectively.
The WARC Guide to making segmentation work
Read the summary deck on making segmentation work, which looks at how to use segmentation in 2020, finding meaningful audiences and segmentation in a world of AI.
Creating a sports sponsorship framework
Read the summary deck on creating a sports sponsorship framework, which looks at creating a clear and focused measurement framework, choosing the right sponsorship property and how to approach e-sports sponsorship.
Digital strategy in healthcare marketing
Read the summary deck on digital strategy in healthcare marketing, which includes how to build inclusive healthcare tools, balancing rational claims with emotional branding and building higher levels of trust.
Smart approaches to occasion marketing
Read the summary deck on occasion marketing, which focuses on shared human moments, capitalising on occasions to drive year-round benefits and avoiding missteps by focusing on fresh audience insights.
Read the summary deck on partnering for growth, which explores how brand partnerships are creating a new genre of advertising and ways marketers can plan against failure.
If you are interested in contributing please email Lena Roland, Managing Editor, WARC Knowledge.
The subjects of articles should relate to the interests of the WARC Guide's core readership of senior executives working in planning, strategy and insight within communication agencies, advertiser marketing departments, market research agencies and the marketing and research side of the media.
Word Counts
WARC Guide features are typically either 1500 to 2000 words but can be extended by agreement.
Author credits and promotion
Author credits will be given in the byline to the article. A brief biography of the author of up to 30 words can be sent with the submitted copy. Some articles will feature in WARC News. Authors might be invited to do a short Q&A video on their focus topic, or a spin-off webinar with WARC. Authors will be sent a PDF copy of the WARC Guide article.
Writing style
The WARC Guide focuses on giving marketers the confidence to tackle marketing’s biggest challenges through ideas and evidence. This should influence your writing style, namely, that propagation of ideas and arguments is fine, if backed by evidence – brand examples, research, case studies.
WARC Guide articles are not an opportunity to promote the author's company or products. Any such overt references within articles may be edited out.
Articles should include a summary of what this means for marketers and/or agencies. Conclude with a list of key implications or things to consider.
Bear in mind that the WARC Guide has an international readership, so parochial references to brands, marketing examples and topical matters that are well-known locally may be unfamiliar to many people.
Do not include a list of references at the end of the article. References should be embedded within the body copy.
Copy should not depend on charts and tables for its comprehension. Charts should provide supplementary information and enhance the presentation of the article. They must be capable of being remade in Admap's house style. Suggested headlines, standfirsts and cross-heads can be included in the copy, but may be changed in the editing process.
Copy should be filed as a Word Document. Present the copy as a fully formed article, not a presentation. Key points can be numbered, or bulleted.
Accompanying photography and charts
Advertising campaign stills, product shots or other imagery relevant to a submitted article are welcome. These should be in jpeg or tiff format and a minimum of 14cm in width and 300 dpi in resolution. They should be sent as separate files – do not embed them into the copy.
Charts can be submitted, but will need to be remade in the Guide's house style and will be included at WARC’s discretion. Hence, submitted copy should not depend for its reader comprehension on the inclusion of charts as some, or all, may not be published.
Editing and publishing
We reserve the right to edit copy. Should significant editing be required that would materially change the article, the author may be asked to redraft the article. The decision whether to publish the article rests with the WARC Knowledge team.
Copyright assignment
Authors will be asked to sign a form that will assign copyright in the article to WARC, giving WARC the exclusive right to reproduce and distribute the article in any form. This form must be signed and returned before the article can be published.
