Opinion
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Duncan Southgate, September 2021
As digital ad spend rises and options expand, advertisers and agencies need to bring analytical rigour to matching their media strategies with their brand’s personalities.
Data
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Rob Clapp, WARC Data Points, September 2021
An overview of marketers' perceptions of trust and innovation of advertising on digital media platforms.
Article
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WARC Best Practice, September 2021
A summary of new thinking and best practice on conscious media investment.
Article
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Veena McCoole, WARC Exclusive, September 2021
A case study of a top Fortune 500 advertiser shows how funding quality journalism improves efficiency and supports legitimate news.
Article
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Isabel Massey and Jerry Daykin, WARC Exclusive, September 2021
Explains how Diageo and GSK ensure their media investment supports diversity and inclusion.
Research Paper
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Achyut Telang, Debajani Sahoo, Sreejesh S., and Justin Paul, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 303-317
Despite substantial interest in advertisement-context congruence as a determinant of advertisement effectiveness and advertisement memory in digital platforms, especially in the electronic magazine (e-magazine) context, less attention has been devoted to identifying how it influences advertisement persuasion.
Article
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Jennie Roper, WARC Best Practice, August 2021
A how-to-guide to make media planning more effective and efficient.
Article
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Margaret Kendrick, WARC Exclusive, July 2021
Outlines the pros and cons of contextually-targeted advertising.
Opinion
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Alex Brownsell, June 2021
Lizzie Nolan, Executive Vice President and Managing Director, Strategy & Insights, at Havas shares insights from the virtual judging room at Cannes Lions.
Research Paper
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Ryan S. Paquin, Amie C. O’Donoghue, Bridget J. Kelly, Kevin R. Betts, Mihaela Johnson, Christine N. Davis, Alyssa Jordan, and Peyton Williams, Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 178-191
Direct-to-consumer prescription-drug television advertisements often contain superimposed text (supers) to convey information about the advertised product.
Research Paper
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Yoori Hwang and Se-Hoon Jeong , Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 212-224
The key characteristic of native advertising is that it simulates the format of the editorial content.
Article
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WARC Exclusive, May 2021
This report, developed in association with HP Graphic Arts, is an analysis of successful case studies that use packaging as lead media, with a focus on those that utilise variable product packaging through digital printing.
Article
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Low Lai Chow, Event Reports, Campaign360 virtual conference, May 2021
Grab, Shopee and Lazada discuss innovation and e-commerce in the Southeast Asia region during a Campaign360 virtual conference.
Article
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GroupM, Research on WARC, March, 2021
This report considers how where brands can handle a world dominated by e-commerce, how global marketers can deal with the mass migration from linear TV to streaming services, and how brands can establish trust and credibility among consumers.
Opinion
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Stuart McLennan, May 2021
As brands recover from the effects of the COVID-19 pandemic, Rakuten’s Stuart McLennan says they must find new ways to overcome the effects of tightened ad budgets by reducing wasted spend. Advertisers can maximise impact by seeing audiences as more than just a series of data points and work to understand the mindset, mood and situation they are experiencing, otherwise known as a “Moment”.
Article
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Anna Sampson, WARC Exclusive, April, 2021
With the demise of the cookie and a renewed focus on attention, context is key when it comes to effective advertising.
Opinion
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Colleen Ryan and Jonny Almario, April 2021
Organisations hoping to be future ready have to sharpen their cultural vision by changing to meet the needs of the cultural context and reorienting to cultural shifts.
Article
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WARC Strategy Toolkit, March 2021
Offers guidance on planning as a job role via a selection of papers that cover the basic principles of planning and definitions of great planning practice.
Article
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Jin Kim, WARC Exclusive, March 2021
Details what advertisers need to know about shoppable media.
News
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19 February 2021
Third-party cookies are due to be replaced with new tracking technology in most browsers and, ahead of the switch, a new survey has revealed that more than two-thirds (68%) of marketers in the UK believe the future of advertising in a cookieless ecos
Article
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Research on WARC, February 2021
Online safety and regulation has been an issue for a number of years, with high profile incidents fuelling concerns among both the public and advertisers.
News
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28 January 2021
UK consumers are more than willing to watch ad-supported streaming content – but if you want them to watch the ads to the end, make sure they’re relevant to what people are watching.
Opinion
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Alex Brownsell, January 2021
Media owners will be on alert at news that Unilever is committed to re-directing investment to more ‘diverse suppliers’, writes WARC’s Alex Brownsell.
Opinion
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Augustine Fou, January 2021
Virtually all advertisers are acutely aware of brand safety issues these days – from their ads showing up next to terrorist videos on YouTube or ads showing up on fake news, hate speech, or disinformation sites. So, they’ve been increasingly paying for ‘brand safety’ technologies that are supposed to help keep their ads away from these situations. But do those technologies do what they claim to do? No, and it’s even worse than that.
Article
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Anita Schillhorn , WARC Exclusive, Spotlight US, January 2021
Going into the fourth quarter of 2020, a McKinney study found that months of quarantine and pandemic news coupled with a contentious political environment had worn down the American psyche; consumers felt restricted, conflicted, and overwhelmed.
