Advertising best practice, evidence and insights

What we know about the marketing applications of Big Data

Article • WARC Best Practice, May 2020

Aggregates the current thinking and writing on Big Data in a marketing context, including the insights that can be drawn from data sets that are so large, or complex, that traditional data processing applications are inadequate.

Co-op: Optimised for attention

Article • Caroline Beesley, WARC Exclusive, June 2020

Looks at Co-op's approach of testing new innovations to better understand consumer attention.

What we know about marketing on Facebook

Article • WARC Best Practice, June 2020

Explores the current reading on the topic of marketing on Facebook – the best used social network in the world, reaching over two billion users every month.

How to prepare for playing in the Google Privacy Sandbox

Article • Jack Shearring, WARC Exclusive, May 2020

Explores the impact of Google’s decision to phase out third-party cookies from its Chrome browser.

Returning to the great outdoors: A four-step guide to OOH effectiveness after COVID-19

Article • Sophie Pemberton and Emily Alcorn, WARC Exclusive, May 2020

Advice for brands on returning to outdoor media after the coronavirus lockdown.

Nissan relies on data to see it through the pandemic

News • 26 May 2020

Japanese automotive manufacturer Nissan has had to shift from its heavy reliance on brick-and-mortar to online thanks to COVID-19 lockdowns across many markets, but it expects the steps it is taking now will pay dividends offline post-pandemic.

Tobaccowala believes “human” skills are critical to COVID-19 recovery

Opinion • Geoffrey Precourt, May 2020

Marketers need to remember the human touch and not solely rely on data as they build brands and respond to COVID-19 alike, according to Rishad Tobaccowala, a senior adviser to Publicis Groupe.

Finding order in the chaos

Opinion • Jon Manning, May 2020

Misinformation is rife in the post-COVID-19 marketplace. Media planners should remember the fundamental principles of data analysis: correlation does not imply causation.

Mondelez gets to grips with dynamic OOH

Article • Alex Brownsell, WARC Exclusive, March 2020

Lessons learned by Mondelez International in its experimentation with dynamically-served digital outdoor media.

Why brands cannot afford to delay post-Coronavirus comeback plans

Article • Geoffrey Precourt, WARC COVID-19 Series, ARF Coronavirus Virtual Town Hall, March 2020

Advertising budgets will come under pressure in many industries as a result of Coronavirus, raising the pressure on brand custodians to achieve the greatest possible efficiency.

Brands can thrive in planned retail disruption and use data to survive unplanned disruption

Opinion • Andrew Hill, March 2020

According to our forecasts, over half of retail transactions in the Asia Pacific region will be transacted via online retailers by 2023.

What media owners need to know about the WARC Media 100

Opinion • Alex Brownsell, March 2020

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.

How advertisers can tune into connected TV

Article • Elizabeth Lane and Steph Clarke, WARC Exclusive, March 2020

Advice from IAB UK on how brands can begin advertising on connected TV devices.

The give and take of martech pose “existential crisis” for American marketers

Article • Geoffrey Precourt, Event Reports, ANA Masters of Data and Technology, March 2020

The Association of National Advertisers, the industry body, is urging marketers to make responsible use of the technology now at their disposal.

Procter & Gamble keeps a human face on tech-driven “constructive disruption”

Article • Geoffrey Precourt, Event Reports, ANA Masters of Data and Technology, March 2020

Procter & Gamble, the consumer goods manufacturer, is seeking to ensure that a focus on the humans behind digital data is a consistent point of emphasis for its strategy.

Data science is a long way from science, so don’t take it at face value

Article • Josie Tutty, Event Reports, Mumbrella MSIX, February 2020

Melbourne Business School’s Ujwal Kayande gives a frank assessment of the realities of data science and reveals the limits of applying machine learning and AI to marketing.

General Motors’ CMO calls for the “return of the human beings” to marketing

Article • Reed Karaim, Event Reports, IAB Annual Leadership Meeting, February 2020

General Motors, the automaker, is aiming to blend digital data with a human-focused strategy in reaching consumers.

How data – not agencies – drives Wayfair’s $1-billion marketing program

Article • Geoffrey Precourt, Event Reports, Industry Preview, January 2020

Wayfair, the online retailer, has rapidly grown into a significant marketer, both in terms of its budgets and in its approach to innovation.

Data-driven marketing in an era of more regulation

Article • Leila Seith Hassan, WARC Exclusive, February 2020

With new regulations such as GDPR and CCPA changing how brands interact with data, marketers need to avoid the ‘grey area’ and prioritise data compliance.

Tech & Media Trends 2020

Article • Dan Calladine, WARC Webinars, January 2020

Dan Calladine, head of media futures at Carat, discusses the recently released annual report highlighting ten consumer, media and technology trends for 2020 – and their implications for brands.

Google to phase out cookie tracking

News • 16 January 2020

Google will begin phasing out cross-website cookie tracking on its dominant browser, Chrome, forcing one of the biggest changes to the makeup of digital advertising since its inception.

WARC Media Awards: Best use of Data winners announced

News • 08 January 2020

Campaigns for Vans, Nike and Talk Talk, in the US, China and UK respectively, are among the winners in the Best Use of Data category in the 2019 WARC Media Awards announced today.

Getting to peak personalisation: How travel brands are making the climb to compelling data-driven marketing

Article • Research on WARC, December 2019

Looks at how travel brands are using data-driven marketing to achieve peak personalisation.

How creatives and strategists should work with researchers

News • 13 December 2019

New research explores how creatives and strategists can bridge the gap with researchers for better advertising - here’s what you need to know.

William Grant rethinks the whisky category

News • 05 December 2019

Scottish distiller William Grant successfully appealed to a non-traditional audience of younger, tech-savvy drinkers with a novel use of data to not only create a new product but also to inform the marketing.

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