This article provides guidance and reading on what is possibly the oldest and most recognisable advertising medium, how it is adapting to the digital present and taking on the complexities and varieties of a continuously relevant medium.
Provides guidance and reading on the topic of Ad blocking, the process through which a consumer can opt-out of receiving marketing messages; how it affects publishers' business models and how it is reaching crisis point.
This article sets out key insights about the use of virtual reality within the advertising industry, arguing that the complete brand experience it can offer users will make it increasingly important in an ever more distracting world.
Summarises the insights from a series of key papers addressing audience measurement, the quantifying of the number of people exposed to advertising across any given media; this includes radio listenership, TV viewing, newspaper and magazine readership, and traffic on websites.
Explores consumers' increasing concern about privacy and data protection and how companies can rebuild trust by proactively embracing data ethics in an era where the Internet of Things and smart cities heighten privacy issues.
Duncan Southgate, WARC Best Practice, August 2019
Assesses how men and women are portrayed in advertising, and how creating and placing advertising with an eye to brand strategy, media strategy and creative development can transform the performance and value of brands.
Current thinking and writing on the topic of brand identity and image: the values and purpose a company wishes to portray on the one hand (brand identity) against its actual set of perceptions and opinions that consumers have in mind – what the brand stands for (brand image).
The latest research on advertising in cinemas shows that movies are seeing a resurgence in popularity among young and senior audiences alike – and that cinemas are a positive environment in which people are more emotionally engaged, and receptive to advertising.
This article examines the best practices involved in extending a brand beyond its original product, including understanding the brand, setting new visions, and thinking about delivering competitive product benefit.
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