Advertising best practice, evidence and insights

Article • WARC Best Practice, March 2020

This article provides marketers with information and guidance about using advanced targeted approaches offered by addressable TV.

What we know about TV effectiveness

Article • WARC Best Practice, February 2020

Explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.

What we know about scheduling TV ads

Article • WARC Best Practice, November 2019

This article provides marketers with information and guidance about scheduling TV ads.

What we know about wearout and decay

Article • WARC Best Practice, September 2019

This article provides marketers with information and guidance about avoiding advertising wearout and decay.

What we know about the context and positioning of TV ads

Article • WARC Best Practice, August 2019

This article provides marketers with information and guidance about the effective positioning of TV ads.

What’s working in TV

Article • WARC Category Intelligence, August 2019

Global strategies, campaign updates and trends in the TV industry.

What we know about TV and video ad length

Article • WARC Best Practice, July 2019

Provides marketers with information and guidance about determining the optimal TV ad length.

What we know about combining TV with digital media

Article • WARC Best Practice, July 2019

Provides marketers with information and guidance about combining TV and digital media strategies.

The role of premium multi-screen video in an ad campaign

Article • Marianne Vita, WARC Best Practice, September 2018

Focuses on the role and effectiveness of premium multi-screen video in a marketer’s video plan and identifies six key elements of a strong video ad platform.

How to use TV effectively in the media mix

Article • Matt Hill, WARC Best Practice, September 2017

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.

Attitudes to digital video advertising report

Article • IAB Europe, Research on WARC, July 2020

Highlights key trends in attitudes to Digital Video Advertising.

A rocky road ahead: The future for advertising

Article • Michael Karg, WARC Exclusive, June 2020

An assessment of how changes in consumer behaviour and the declining influence of linear live TV are impacting advertising.

Tencent seeks to reshape Asia’s streaming market

News • 26 June 2020

Tencent, the Chinese technology and entertainment giant, has acquired iflix, a loss-making streaming service based in Malaysia that operates across 13 markets in Asia.

Amazon Prime Video changes direction

News • 25 June 2020

Amazon Prime Video is reported to be “actively pursuing” deals to license live and linear programming, in a move that could set the service apart from its SVOD rivals.

Nielsen report: Local spot TV advertising is on the upswing as states begin to reopen

Article • Nielsen, Research on WARC, June 2020

Looks at trends in local spot TV advertising during the COVID-19 pandemic in the US, by examining changes in the number of ad units by category and in individual markets.

India's Amul sees gains from increased marketing spend during lockdown

News • 24 June 2020

Dairy products brand Amul doubled its marketing spend across media during the lockdown in India and is now reporting gains over rivals in sales, brand building and top of the mind recall with consumers.

Europe’s growing opportunity in addressable TV

Article • Brian Carruthers, Event Reports, Mediatel Connected TV world Summit, March 2020

Adtech firm Cadent sees the addressable TV market growing in Europe, albeit at different rates across a fragmented ecosystem.

Pluto TV builds an AVOD giant

Article • Brian Carruthers, Event Reports, Mediatel Future of TV Advertising virtual conference, June 2020).

Pluto TV is building a global AVOD service that sits in the gap between traditional linear TV and digital subscription streaming services.

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 tospecific challenges in five categories currently undergoing rapid transformation: Connected TV, Digital Out-of-Home, Location Data, Audio and Gaming.

Online advertising results much better than feared in Q1

Opinion • Michael Levine, May 2020

Big step forward for social commerce Facebook announced on May 19 plans for Facebook Shops as part of a webcast conducted by Mark Zuckerberg.

Adspend on OTT platforms double as advertiser mix shifts in India

News • 21 May 2020

Advertisers in India have shifted media budgets to OTT channels in tandem with the spike in media consumption since lockdown measures were put in place on 25 March.

US TV advertisers could slash $1.5bn from Q3 spending

News • 14 May 2020

TV networks, already suffering an ad-revenue fall due to the COVID-19 pandemic, look set to receive a further blow later this year as big-name brands plan to claw back up to $1.5 billion from ad commitments.

How “decoupled production” helped Experian’s in-house agency master TV advertising

Article • Geoffrey Precourt, WARC Exclusive, May 2020

Experian, the credit-reporting firm, has used “decoupled production” to help it manage TV advertising with an in-house agency.

ITV innovates during the coronavirus crisis

News • 04 May 2020

UK broadcaster ITV has had to adapt quickly, both commercially and in terms of production, during the current health crisis, and chief executive Carolyn McCall believes the company is now bouncing back.

ITV sees COVID-19 as a ‘catalyst’ for a new approach to content creation

Article • Alex Brownsell, WARC COVID-19 Series, April 2020

ITV chief executive Carolyn McCall outlines the steps the media owner has taken to mitigate the impact of the global coronavirus pandemic.