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It is easier than ever for brands to advertise to gamers, but marketers must be willing to understand this nuanced – and occasionally prickly – audience, writes Alex Brownsell.
The #StopHateForProfit protest may signal the start of a wider clean-up of the digital media ecosystem, and a greater brand intolerance for the darker corners of the web.
To bounce back from an unfortunate annus horribilis, brands and media owners must take a new, more localised approach to OOH advertising.
Publishers hope to emerge from the crisis by fortifying brand and user relationships – even if that means accepting short-term pain, writes Alex Brownsell.
The most-awarded campaigns of 2019 offer plenty of lessons for media owners, not least the importance of deeper partnerships with brand advertisers, writes Alex Brownsell.
In the first of a new series of reports exploring the opportunities and challenges facing media owners in local markets, WARC takes a closer look at goings-on Down Under.
Sponsorship is a vital channel for marketers, but for too long measurement has remained a mystery. This month's edition of Admap explains how brands can achieve sponsorship effectiveness.
Global’s newly-revealed plan for its audio and OOH businesses hints at a bigger change in the roles that brand-building and performance advertising will play in delivering marketing outcomes.
Industry excitement is growing around the transformative potential of addressable TV advertising. This may be a little premature, writes Alex Brownsell.
Marketers will be tuning in to find out if Amazon’s live English Premier League coverage heralds a new opportunity for data-driven brand-building, says Alex Brownsell .
Audience expectations around brand purpose are impacting the ways in which publishers work with advertisers, according to The Economist Group’s Mina Seetharaman.
David Buttle, the FT’s Global Marketing Director, Commercial, explains how brands and media owners can return marketing to a healthier balance between short- and long-term ad investment.
Video planning is changing, and this month's edition of Admap evaluates the landscape. WARC's Senior Editor - Media, Alex Brownsell, explains what strategists need to know about video in an ever more digital world.
CNN International Commercial’s Rob Bradley and James Hunt explain the broadcaster’s ambitions for its CNN Reach consultancy, and why its latest sales deck doesn’t even mention the word ‘advertising’.
Alex Brownsell, WARC’s Senior Editor, Media, takes the temperature at IAB Europe Interact, the premiere gathering of Europe’s digital advertising industry.
Video may have killed the radio star, but audio is fighting back. The medium is undergoing a technology-inspired renaissance, and is slowly becoming an ever-present texture in daily life.
About Alex Brownsell