Opinion
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Mike Follett, February 2021
Mike Follett, Managing Director, Lumen, responds to Facebook’s Ian Edwards and Harry Davison and argues that the smartest media planners are talking about ‘attention strategies’, utilising different ’shapes of attention’ provided by different media to achieve different aims.
Opinion
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Marc Guldimann, February 2021
Marc Guldimann, CEO of Adelaide argues that letting media sellers optimize to outcomes at the expense of media quality, or worse, transacting on outcomes, creates a set of incentives and measures that sellers with sufficient data can easily game.
Article
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Mike Follett, WARC Exclusive, January 2021
New cross media attention research attempts to show how much more visual engagement ads in one media generate than another, and if this extra attention is reflected in the price advertisers pay.
News
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07 January 2021
Brands looking to compensate for a loss of reach through traditional broadcast TV are turning to digital platforms; but they need to be wary of the quality and cost of that incremental reach, as the experience of Direct Line Group shows.
Opinion
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Jide Sobo, November 2020
Ebiquity’s Jide Sobo outlines the findings of a new report on the role of context in optimising digital media ROI.
News
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06 October 2020
Indonesia and Japan pose the highest brand risk globally when it comes to mobile web display, while Australia is the safest for video impressions and Singapore enjoys the lowest brand risk in desktop display.
Article
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WARC Best Practice, October 2020
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.
Opinion
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Babac Vafaey, September 2020
With no minimum standards, ad refresh is a Wild West; it’s time, says Babac Vafaey, to agree on best practice and to focus on engagement.
Article
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WARC Best Practice, September 2020
Provides marketers with information about the risks of online ad fraud, which is costing the industry billions a year, and ways of taking action against it.
Data
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Rob Clapp, WARC Data Points, September 2020
An overview of ad blocking by year, gender, age and device in Denmark, Finland, Germany, Norway, Sweden, the UK and the United States.
Article
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WARC Best Practice, September 2020
Provides guidance, best practice, and reading on viewability - a pressing issue in digital advertising, as agencies are demanding 100% viewability with new verification techniques; improvements can drive a significant ROI improvement.
Article
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Ebiquity, July 2020
Details ten things advertisers can do to optimise value from programmatic media.
Data
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Rob Clapp, WARC Data Points, July 2020
An overview of investment barriers and drivers into digital video advertising in Europe.
Opinion
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Faris Yakob, July 2020
The way we trade attention in the form of digital media in a murky market has led to a deep misunderstanding of this complex area, argues Faris Yakob - but some thinkers are advocating for alternatives.
News
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01 July 2020
Marketers could benefit from using attention as a unit of trade when buying media, instead of relying on the opportunity or potential to view an ad.
Opinion
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Karen Nelson-Field, June 2020
Bringing together industry heavy-hitters for the WARC Guide to Planning for Attention, Karen Nelson-Field takes you through the value, measurement, application and ethics of Attention. Bringing fairness and transparency back to the advertising ecosystem.
Article
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Prof. Karen Nelson-Field and Jonathan Waite , WARC Webinars, June 2020
Professor Karen Nelson-Field, Founder and CEO, Amplified Intelligence and Jonathan Waite, Senior Director, Global Media Partnerships, Dentsu Aegis Network answer questions and help plan your attention strategy.
News
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15 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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14 June 2020
Digital media viewability metrics don’t necessarily reflect quality and advertising could take a lesson in this regard from the used car market, according to Marc Guldimann and Karl Sjulsen of New York-based consultancy Adelaide.
News
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09 June 2020
A complacent – and confusing – media measurement system needs shaking up and any new structure for planning and buying communications strategies should have have consumer attention at its heart, says a senior executive at Dentsu Aegis Network in The
Article
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WARC Best Practice, June 2020
A summary of new thinking and best practice on Planning for Attention, from the WARC Guide.
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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Joe Marchese , WARC Exclusive, June 2020
The advertising ecosystem is broken and needs to be fixed.
Article
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Andrew Green and Nicholas Watson, WARC Exclusive, June 2020
Audience measurement data report on ‘opportunities’ to see or hear advertising messages – these opportunities are defined in different ways depending on the medium.
Article
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Marc Guldimann and Karl Sjulsen, WARC Exclusive, June 2020
Looks at how it is possible to capture detailed attention metrics using the underpinnings of viewability.
