Article
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Research on WARC, January 2021
Research paper from the Mobile Marketing Association and Neustar focused on using outcome-based planning to reach the “movable middle” – defined as open-minded consumers by their mid-range (20% - 80%) probability of buying a particular brand.
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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Jenni Romaniuk, January 2021
Two recent Freakonomics podcasts are provocatively titled Does Advertising Actually Work? Ah to be in a simple world where the answer to this question is yes or no. The podcast comes down on the side of mainly no. It showcased speakers reporting on studies that conclude advertising spend, with its weak or non-existent effect on sales, is largely a waste of resources that are better returned to customers or shareholders.
Article
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WARC Best Practice, December 2020
Provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.
Article
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Stephen Whiteside, Event Reports, B2B World Fest, November 2020
The B2B Institute, a think tank funded by LinkedIn, the business-orientated social network, has outlined three major trends that it believes will shape business-to-business marketing in the next decade.
Article
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WARC Exclusive, November 2020
Looks at how to set and allocate marketing budgets to help grow business and deliver incremental value.
Article
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WARC Best Practice, October 2020
Explores the current writing and thinking on the effectiveness of radio and audio, mediums with inherent persuasive strengths and track records of strong ROI.
News
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16 September 2020
A new framework aimed at giving advertisers a far greater understanding of their ads’ reach and frequency across all media is to be road-tested in the US and UK, the World Federation of Advertisers (WFA) has said.
Opinion
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Sahaj Chawla, August 2020
In the second of Kantar’s category-specific touchpoint investigations for WARC, Sahaj Chawla takes a look at media effectiveness for tech and telco brands.
Article
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IAB Europe, Research on WARC, July 2020
Highlights key trends in attitudes to Digital Video Advertising.
Opinion
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WARC from Home, May 2020
WARC from Home is a new series to help subscribers to brush up on the essentials of marketing during the COVID-19 lockdown. Find all WARC from Home content here .
Article
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WARC Exclusive, April 2020
A special report looking at how WARC's global guidelines for marketing effectiveness apply in the MENA region.
Article
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Martin Radford, WARC Exclusive, February 2020
How brands should adapt to shrinking TV audiences in the age of media fragmentation.
News
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06 February 2020
TV’s reach has maintained the medium’s primacy since it became the focal point of living rooms and advertising budgets, but the rise of digital platforms have complicated this view – new research from Ebiquity sheds crucial light on what’s really goi
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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Research on WARC, November 2019
Provides a comprehensive guide to the UK Connected TV (CTV) market, covering everything from how to approach planning a CTV advertising campaign through to measurement and attribution, alongside a bespoke piece of consumer research.
Opinion
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Cathy Taylor, November 2019
This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .
Opinion
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Anna Hamill, November 2019
This interview is part of the Marketer’s Toolkit 2020. Download the summary report here . In this exclusive interview for WARC’s annual Marketer’s Toolkit release, Steve Challouma – Marketing Director at Bird’s Eye, a leading British food company – speaks to WARC’s Anna Hamill about the continuing power of traditional media, the difference between purpose and CSR, and effective ROI measurement.
Article
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WARC Trends, November 2019
Part of WARC's Marketer’s Toolkit 2020, this chapter offers a deep dive into industry trends affecting marketing plans in 2020.
Article
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WARC Exclusive, October 2019
Summarises current thinking about how to advertise effectively in the APAC region, given the current sense that advertising is not driving the growth it should be.
News
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08 September 2019
The growth of fast-moving consumer goods (FMCG) brands has been intrinsically linked to mass reach media, but brands now face difficult choices when it comes to TV in particular, which may require a serious reappraisal of the wider media market, an i
Article
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Chris Worrell, WARC Exclusive, September 2019
This two-part paper seeks to identify and describe the issues that Wavemaker see as having both the largest and most immediate impact on the growth of FMCG brands.
Article
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Chris Sloane, Admap, September 2019
Explores Video Neutral Planning (VNP) and covers the process by which any media planner or manager can create an improved schedule across video formats to a set budget.
Research Paper
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Erik Nylen, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019
Parsec, a media company, helps brand marketers discover the value of media placements by measuring attention.
Research Paper
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IAB Europe Research Awards, Winner, Audience Measurement, 2019
Gemius SA, a media company, launched two products that allows marketers in Poland to gain in depth analysis on tagged and non-tagged campaigns.
