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Maximizing digital media efficiency using machine learning based targeting

Research Paper • Megan Lau, ARF Experiential Learning, November 2020

Looks at the database built by Microsoft which has helped build customer-centric insights that provide a basis for new product adoption.

Predicting the sequential behavior of mobile Internet users based on MSM model

Research Paper • Zhengren Li, Xiaohang Zhang, Yanyu Wang, Xin Su, Int. Journal of Market Research, Vol. 62, No. 6, 2020, pp. 743-757

The behavior of users concerning mobile Internet varies significantly throughout the day. Results from existing studies—which generally simply segment one day into morning, afternoon, and evening—often provide inaccurate predictions of the behavior of users.

Lifestyles in Amazon: Evidence from online reviews enhanced recommender system

Research Paper • Yinghui Huang, Hui Liu, Weiqing Li, Zichao Wang, Xiangen Hu, and Weijun Wang, Int. Journal of Market Research, Vol. 62, No. 6, 2020, pp. 689-706

Online lifestyles have been shown to reflect and affect consumers' preferences across a wide range of online scenarios.

Facebook’s Smallwood addresses privacy problems in cross-platform metrics

Article • Geoffrey Precourt, Event Reports, Association of National Advertisers Media & Measurement Conference, September 2020

Facebook, the social network, will be a critical player in the development of any cross-platform measurement system and is working towards this goal.

Why marketers should embrace Share of Search as a metric

News • 06 August 2020

Share of search provides a useful metric that any marketer can use as a surprisingly accurate proxy for the important, but often expensive, calculation of a brand’s market share, says a leading planner.

Share of search: The most important metric you’ve never heard of

Article • James Hankins, WARC Exclusive, August 2020

Introduces ‘Share of Search’ and presents several useful and applicable techniques to help establish a nuanced picture of a brand’s context versus its competitor set.

What digital advertising can learn from the used car market

News • 14 June 2020

Digital media viewability metrics don’t necessarily reflect quality and advertising could take a lesson in this regard from the used car market, according to Marc Guldimann and Karl Sjulsen of New York-based consultancy Adelaide.

Why custom outcome metrics are now critical for advertisers

Opinion • Paul Rowlinson, June 2020

With advertising budgets being pared back, marketers, now more than ever, need better metrics than CPCs and CTRs to be sure their spending is having the desired effect, says Paul Rowlinson.

Using Attention Metrics to regulate the media marketplace

Article • 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.

Best in class: The five rules of digital advertising effectiveness

Article • Elizabeth Lane, WARC Exclusive, May 2020

Research from IAB UK and Kantar into the brand building capabilities of digital display media.

Market basket applications on short web links

Research Paper • James Gallagher and Christopher M. Smith, Int. 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.

The digital skills gap

Article • Research on WARC, March 2020

Provides guidance for digital marketers who need to be able to not only recruit the best people, but also keep up-to-date with changes in technology and working culture in order to retain them.

A neuroscientific method for assessing effectiveness of digital vs. print ads: using biometric techniques to measure cross-media ad experience and recall

Research Paper • 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.

Click-through behavior across devices in paid search advertising: Why users favor top paid search ads and are sensitive to ad position change

Research Paper • 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.

Shortcutting video: The impact of ultra short ads

Article • 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.

Search Marketing in 2020: A behaviour, not a channel

Article • 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.

ArchDaily: From terabytes to insights: Informing a Big Data driven content publication strategy, to inspire architects to build better cities

Research Paper • MRS Awards Papers, 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.

Stop confusing advertisers with too many quality metrics

Opinion • 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.

adidas makes course correction on marketing effectiveness

Article • Brian Carruthers, Event Reports, IPA EffWorks, October 2019

Looks at how sportswear brand adidas has evolved its thinking on marketing effectiveness in recent years.

How best to measure affiliate marketing

News • 19 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).

Analyzing the click path of affiliate-marketing campaigns: Interacting effects of affiliates’ design parameters with merchants’ search-engine advertising

Research Paper • 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.

Semiotics fused with digital media analytics, why wouldn’t you? The new age of qual and quant

Research Paper • Preriit Souda and William Landell Mills, ESOMAR Conference papers, 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.

Quality sites trigger a 'halo effect' on ad perception

News • 21 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.

Mapping brand similarities: Comparing consumer online comments versus survey data

Research Paper • Marco Vriens, Song Chen and Chad Vidden, Int. 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.

In clinical-trial recruitment, consumers prefer longer social-media messaging

Article • 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.

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 Marketing in the gaming ecosystem

Article • WARC Best Practice, September 2020

A summary of new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.
What we know about combining TV with digital media

Article • WARC Best Practice, July 2020

Provides marketers with information and guidance about combining TV and digital media strategies.
The WARC Guide to Planning for Attention

Article • WARC Best Practice, June 2020

A summary of new thinking and best practice on Planning for Attention, from the WARC Guide.
The impact of COVID-19 on media strategy

Article • MediaSense, WARC Exclusive, March 2020

An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.