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Power global efficiency and flexibility through multilocal workstreams

Article • Mena Nadaraja and Tyler Pietz, WARC Exclusive, April 2021

Multilocal marketing brings together local autonomy and global, tech-powered production efficiencies to enable global brands to reach local audiences with greater relevance and velocity – Mondelez’s Mena Nadaraja and MightyHive’s Tyler Pietz outline the ways to execute a multilocal workstream.

Why data co-ops may be a path forward for identity solutions

Opinion • Matt Frattaroli, April 2021

Joining a data cooperative can give brands the opportunity to connect their first-party data to a collaborative environment and provide them with access to complementary second-party data and analytics, according to Matt Frattaroli from Alliant, a data-driven audience company.

Publishers look to the future of post-cookie identity

Article • Sam Peña-Taylor, Event Reports, VideoWeek's Future of Identity, March 2021

Explores some of the options for post-cookie ad targeting and how publisher groups like the Ozone Project and adtech organisation’s like WarnerMedia’s Xandr are looking to the future.

Five tips from HBO Max to help digital services retain customers

Article • Genevieve Silk, Event Reports, CIMM Summit, February 2021

HBO Max, the streaming service, is employing a range of mechanisms beyond compelling content to help attract and retain customers.

India’s e-commerce surge: Fulfilling consumer needs with human experiences

Article • Oindrila Roy, WARC Exclusive, Spotlight India, April 2021

Oindrila Roy of Essence says brands should not lose sight of the human connection as e-commerce features and functionalities continue to open up more opportunities for marketers.

After 2020: What’s next for India’s e-commerce scene?

Article • Kartik Iyer , WARC Exclusive, Spotlight India, April 2021

As e-commerce in India continues to evolve and develop, Publicis Commerce’s Kartik Iyer looks at what marketers need to focus their time and attention on.

Media in-housing is back

Opinion • Suzie Rafla, April 2021

In-housing returns but this time it’s driven by advertisers’ need to take greater control of data – Suzie Rafla, Head of Digital at ID Comms, explains.

Commerce after COVID-19: How to future-proof your brand

Article • Michelle Watson, WARC Exclusive, April, 2021

Advises brands on how to blend in-store and digital commerce experiences to suit post-pandemic consumer needs.

Media strategy through volatility

Article • WARC Exclusive, April 2021

This report looks at the strategies and approaches of some of the world’s most awarded campaigns for media excellence in 2020.

McKinsey report – DTC e-commerce: How consumer brands can get it right

Article • McKinsey & Company, Research on WARC, March, 2021

This report explores how consumer brands can enter the direct-to-consumer (DTC) space.

What we know about addressable TV

Article • WARC Best Practice, March 2021

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

Recommendations for commingling set-top box data and Smart TV ACR Data

Article • Jane Clarke, Howard Shimmel, and Gerard Broussard, WARC Exclusive, Spotlight US, March 2021

Examines best practices for integrating data in the US from both set-top boxes (STBs) and Smart TVs, based on a study of providers.

Predicting the unpredictable

Opinion • Anthony Scriffignano, March 2021

Politicians and business people like to say they’re led by the data, but what happens when things are changing faster than data can be collected ? Anthony Scriffignano has some advice.

The three tiers of first-party data strength and what they mean for brand’s identity strategies

Article • John Nardone, WARC Exclusive, Spotlight US, March 2021

Looks at brands’ identity strategies, and how to prepare for a cookie-less future, given the current state of each brand’s first-party data.

Closing the data empathy gap: Balancing human and machine

Article • Lauren Cadman, WARC Exclusive, March, 2021

Marketers need to balance data and technology with the softer human skills of insight, creativity and experience to close the ‘empathy gap’.

Ad tech reimagined post-third-party cookie

Article • Scott Switzer, WARC Exclusive, March, 2021

Opportunities for publishers to monetise first-party audience data.

The next evolution of ABM for B2B

Article • Ken Stout, WARC Best Practice, March 2021

Looks at the evolution of Account-based marketing for the individual (ABM-i), a personalized approach to account-based marketing that goes beyond the account level to identify and tailor messaging to individual business stakeholders.

Advertising's future past

Opinion • Faris Yakob, March 2021

The panic over an internet after cookies is growing, observes Faris Yakob, and their use is predicated on a strange and deeply flawed idea of how advertising works in the first place – a rethink is long overdue.

Beyond the Cookie: The Future of Advertising for Marketers & Publishers

Article • Lotame, Research on WARC, March, 2021

Lotame, a data solutions company, conducted a global survey of over 1,000 marketers and publishers to understand what the future of advertising, beyond the cookie, means and how its primary stakeholders are preparing.

SMEs must start planning for changes to advertising tracking

Opinion • Ciaran Deering, March 2021

The demise of third-party cookies will hit SMEs hard. Yet with careful planning and investment in first-party data, they will be able to continue to enjoy the benefits of digital advertising.

How publishers can help advertisers connect with their audiences in the post-cookie era

Article • Tim Geenen, WARC Exclusive, March 2021

Advises media owners on how to manage and monetise audience data.

Luxury in flux: Digital strategies marketers need to know

Article • Chris Donnelly, WARC Exclusive, March, 2021

Luxury is in a state of flux: political, social, and economic forces are moving the dial, blurring the lines between high culture and subculture.

Why identity is important

Article • Lori Meakin, WARC Exclusive, March 2021

There are opportunities for luxury brands that recognise people want to create their own sense of identity and choose brands that help them express that.

Why it’s important to approach data without biased assumptions

Article • Jason Mander, WARC Exclusive, March 2021

To stay resilient and competitive, businesses need to understand their audiences, using psychographic and behavioral data that gives them the power to understand not only the ‘what’, but also the ‘why’; that, in turn, allows them to build flexible, adaptable responses to constantly changing situations.

The importance of leveraging data for large B2B marketers

News • 11 February 2021

Access to data – particularly first-party data – is a major advantage for established B2B players, but according to a survey of B2B marketers by McKinsey, this asset is under-utilized.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
What we know about segmentation

Article • WARC Best Practice, April 2020

Current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.
2020 Social Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, July 2020

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.
Marketing in the age of fragmentation

Article • Scott Symonds, Admap Magazine, October 2014

This article argues that data will become the primary currency of future marketing strategy and that marketers should deploy data to create seamless brand experiences that function across all delivery channels.