During the peak shopping period, Criteo ’s Kenneth Pao says brands can achieve greater success if they u nderstand what consumers value, combine the effectiveness of online and in-store for greater retail wins, and think outside the box with adtech tools.
As a brand in one of the hardest COVID-hit sectors, Japan Airlines (JAL) has remained steadfast during this ongoing turbulence. Akira Mitsumasu, VP - Global Marketing of JAL, speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2022 about how the airline is focused on its mission of helping people fly again and telling stories of rising above challenges. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .
The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.
Your personal feelings about Tom Brady aside, typically nothing unites Americans quite like one football game on a Sunday evening in February. For all rights and purposes, Super Bowl Sunday should be a national holiday – albeit one that starts during the pre-game at 6:00pm and drifts, hungover, into the next morning.
Faris Yakob: The economics of America’s biggest TV event have changed, as have the strategies brands use to exploit the attention it captures – this year’s contenders reveal the shape of US advertising.
While there is no creative recipe that will ensure Super Bowl ad success, advertisers can understand the determining factors for successful activation for their campaigns, say two strategy leads at Mano.
Jennifer Lee Burton, Jan Gollins, Linda E. McNeely, and Danielle M. Walls, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 27-39
This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.
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