Article
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Andrew Green, WARC Best Practice, June 2017
This article details how audience measurement methodologies are adapting to the growth of digital access in a range of media, including TV, radio, print and out of home.
Article
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Marc Guldimann and Karl Sjulsen, WARC Exclusive, June 2020
Looks at how it is possible to capture detailed attention metrics using the underpinnings of viewability.
Article
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Elizabeth Lane, WARC Exclusive, May 2020
Research from IAB UK and Kantar into the brand building capabilities of digital display media.
Article
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James Gallagher and Christopher M. Smith, International Journal of Market Research, Vol. 62, No. 2, 2020, pp. 139-157
Market research is an indispensable part of an organization's ability to understand market dynamics. Over the past 20 years, data collection and analysis through Knowledge Discovery through Databases (KDD) has arisen to supplement the traditional methods of surveys and focus groups.
Article
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Research on WARC, March 2020
Provides guidance for digital marketers who need to be able to not only recruit the best people, but alsokeep up-to-date with changes in technology and working culture in order to retain them.
Research Paper
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Andrea Ciceri, Vincenzo Russo, Giulia Songa, Giorgio Gabrielli, and Jesper Clement, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 71-86
Marketers can choose among various media to convey advertising, ranging from printed advertising on paper to websites through the Internet and mobile through smartphones and tablets.
Research Paper
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Chongyu Lu and Rex Yuxing Du, Journal of Advertising Research, Digital First, February 2020
This study investigated differences in consumer click-through behavior with paid search advertisement across devices – smartphone versus desktop versus tablet.
Article
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Research on WARC, February 2020
In a world where consumers are becoming increasingly impatient, more easily distracted and stimulated, we have to avoid too long or too little entertaining expressions, the shorter the better.
Article
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Shaun Myandee, WARC Exclusive, February 2020
Evolution in search behaviours from text-based to social, visual and voice across multi-platforms requires market to develop new search strategies in 2020.
Research Paper
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MRS Awards, Finalist, MRS Award for Innovation in Data Analytics, 2019
ArchDaily.com, a weblog covering architectural news, projects, products and events, created big data forecasts and an online forecasting dashboard to inform its content strategy in the UK, based on better insights.
Opinion
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Oliver Gertz, November 2019
An impression is an impression is an impression, but how do you know if it’s really worth the money? Oliver Gertz delves into the details of defining a quality CPM.
Article
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Brian Carruthers, Event Reports, IPA EffWorks, October 2019
Looks at how sportswear brand adidas has evolved its thinking on marketing effectiveness in recent years.
News
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20 September 2019
Marketers may need to carefully assess the impressions they receive from affiliate marketing partners, as these providers often have their own way of estimating such figures, according to a paper in the Journal of Advertising Research (JAR).
Research Paper
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Rainer Olbrich, Patrick Mark Bormann, and Michael Hundt, Journal of Advertising Research, Vol. 59, No. 3, 2019, pp. 342-356
Service providers increasingly use multiple channels for their advertising. One compelling combination integrates affiliate marketing with search-engine advertising.
Research Paper
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Preriit Souda and William Landell Mills, ESOMAR, Congress, 2019
Amaranth Insight and PSA Consultants developed a study on British politics to demonstrate how changes in online sentiment, framed by semiotic interpretation, can be shown to affect real world outcomes.
News
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22 July 2019
Consumers respond far more favourably to digital ads that are viewed on trusted editorial sites, suggesting that high-quality journalism has a “halo effect” and generates a more engaged audience for advertisers.
Research Paper
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Marco Vriens, Song Chen and Chad Vidden, International Journal of Market Research, Vol. 61, No. 2, 2019, pp. 130-139
Online consumer behavior has become a valuable and viable source of consumer insights. Consumer comments in online forums, or discussion groups, have proven useful as a source to extract brand similarity data from.
Article
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Marylyn Donahue, Event Reports, Digital Pharma East, October 2018
Recruiting consumers for pharmaceutical trials is a complex task, and a nuanced digital marketing strategy could represent one useful solution.
Research Paper
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MRS Awards, Finalist, MRS Award for Social Media Research, 2018
The British Broadcasting Corporation looked into the people who were engaging with it on different digital platforms on a global scale.
News
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27 September 2018
With reliable digital metrics continuing to be a vexed issue for marketers, industry executives in Australia have questioned whether it is time to rethink the holy grail as distrust takes its toll.
News
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04 September 2018
SYDNEY: Across much of Asia-Pacific, mobile is seen as enhancing the ability of consumers to participate in the digital economy, but this is not necessarily the case in Australia, a new study has found.
Research Paper
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Eugene J. S. Won, Yun Kyung Oh, Joon Yeon Choeh, International Journal of Market Research, Vol. 60, No. 4, 2018, pp. 394-407
Consumers' online activities such as keyword searching and writing reviews can provide valuable information that reflects their perception of the market.
Article
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Mike Follett, Admap, June 2018, pp. 30-32
Reveals the strong correlation between ads that achieve a minimum attention threshold and sales conversions and expands on how size of ad, type of website and user experience all have a part to play in the impact on attention to advertising.
News
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24 May 2018
SHANGHAI: Baidu is by far the most used search engine in China, but eight in ten people use more than one search engine and e-commerce is emerging as a second battlefield for search, according to data from OMD China.
News
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18 April 2018
SINGAPORE: Nine in ten potential bookings in the Asia-Pacific travel sector are abandoned before purchase, according to research which also demonstrates that retargeting with a degree of personalisation can successfully recover at least some of ...
