Article
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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.
Article
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Lewis Taffs, WARC Best Practice, September 2018
Outlines the various steps to take that will enable companies to develop and implement a successful data-driven marketing programme.
News
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16 June 2020
Brands find themselves expected to take a stand on issues such as Black Lives Matter, but rather than simply reacting to events they should arguably be reappraising some more fundamental aspects of their marketing approach.
News
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12 June 2020
Poor retention rates, intense competition and rising user acquisition costs are just some of the challenges facing app-marketers, which is why effective retargeting has become an increasingly important campaign tactic.
News
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11 June 2020
Health communications face a truly unique suite of challenges, but many of the elements that set it and its practitioners apart have also created a set of standards and stereotypes that need updating – a new whitepaper from Havas Lynx Group seeks ...
Article
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GroupM, Research on WARC, June 2020
Gives an overview of political, social and technological shifts impacting brand safety at a high level and looks tospecific challenges in five categories currently undergoing rapid transformation: Connected TV, Digital Out-of-Home, Location Data, Audio and Gaming.
Opinion
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Peter White and Jamie Irving, June 2020
In this new reality, static segmentations are often no longer appropriate, and advertisers should consider a more dynamic persona-based approach that accounts for the shifting nature of audiences.
Article
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WARC Exclusive, March 2020
Details the challenges and opportunities for advertisers striving for greater personalisation in a country with 1.4 billion consumers.
Article
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Robert Wegenek, WARC Exclusive, June 2020
Considers some of the potential impacts as we head towards an addressable world.
Article
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Jerry Daykin, WARC Exclusive, June 2020
In recent years questions around the digital media supply chain have been widely discussed in the marketing industry and exactly how brands have reacted has varied considerably.
Article
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Havas Lynx Group, Research on WARC, June 2020
This Havas White Paper outlines how pharma brands can make the most efficient and effective media choices.
Opinion
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Harish Ganesh, May 2020
Near's Harish Ganesh maps out how marketers can still leverage location data to inform strategy and campaigns, as the home-based audiences become a key targeting consideration even beyond post-lockdown measures.
Article
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Low Lai Chow, WARC COVID-19 Series, Business as (Un)Usual, May 2020
Nissan’s Angie Ahn and Better Trade Off’s Shannon Cullum share tips on how to navigate challenges posed by lockdown measures.
News
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07 April 2020
Chewy, the online retailer selling pet food and supplies, has enjoyed a “higher degree of marketing efficiency” from its communications, and is seeing many new customers turn to its site as they stay indoors due to COVID-19.
Article
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Stephen Whiteside, WARC COVID-19 Series, April 2020
Chewy, an online retailer that sells pet foods and supplies, believes that several factors can help make its business “recession-resilient” in the face of a likely period of wider economic distress.
Article
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WARC Best Practice, April 2020
Examines the decline of the third-party cookie, its impact on the tracking of online audiences, and potential alternatives and solutions being explored by advertisers and media owners.
Opinion
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Brian Carruthers, March 2020
At a time when data privacy concerns are growing, people’s worries can take some unexpected directions according to Jamie Bartlett.
Opinion
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Sandra Matz, March 2020
Cambridge Analytica has shaped people’s views of psychological targeting. Professor Sandra Matz argues for an ethical approach that can restore its reputation.
Article
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Tarik Windle, WARC Exclusive, March 2020
What the phasing-out of third-part cookies means for media planning and consumer targeting.
News
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16 March 2020
The idea of limiting an audience based on segmentation is outdated in a world where behavioral targeting, data science and machine learning can deliver relevant messages to multiple segments simultaneously, an industry veteran argues.
Article
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Lance Porigow, WARC Exclusive, March 2020
Lance Porigow, Chief Marketing Officer, The Shipyard writes that the future lies with reverse segmentation – flipping segmentation on its head to target all prospects.
Article
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WARC Best Practice, March 2020
A summary of new thinking and best practice on making segmentation work, from the WARC Guide.
Article
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Ian Edwards, WARC Exclusive, March 2020
Ian Edwards, planning director, Northern Europe, Facebook writes that machine learning will ultimately replace the need for segmentation and manual targeting.
Article
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Stephanie Caunter and Simon Samuel, WARC COVID-19 Series, March 2020
Marketers can still bounce back despite the COVID-19 outbreak threatening an economic decline in Southeast Asia; digital marketing agency ADA shares five strategies for marketers to navigate through this period of economic uncertainty.
Article
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Jean-Paul Edwards and Pete White, WARC Exclusive, March 2020
Jean Paul Edwards, chief product officer OMD outlines how a new approach to segmentation tapping into qual and quant data as well as social listening is optimising insight that can be activated through programmatic channels.
