Article
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WARC Best Practice, October 2019
Explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.
Article
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WARC Best Practice, September 2019
Summarises the insights from a series of key papers addressing audience measurement, the quantifying of the number of people exposed to advertising across any given media; this includes radio listenership, TV viewing, newspaper and magazine readership, and traffic on websites.
Article
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WARC Best Practice, July 2019
Provides marketers with information and guidance about combining TV and digital media strategies.
Article
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Marianne Vita, WARC Best Practice, September 2018
Focuses on the role and effectiveness of premium multi-screen video in a marketer’s video plan and identifies six key elements of a strong video ad platform.
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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Professor Karen Nelson-Field, WARC Exclusive, June 2020
At the moment, media is sold on opportunity or potential to view rather than whether someone has actually seen the ad or not – as it turns out, many don’t see it, yet advertisers still pay.
Article
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Andrew Green and Nicholas Watson, WARC Exclusive, June 2020
Audience measurement data report on ‘opportunities’ to see or hear advertising messages – these opportunities are defined in different ways depending on the medium.
Article
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Sorin Patilinet, WARC Exclusive, June 2020
In today’s overcluttered advertising landscape, the ability to attract consumer attention is a key performance indicator.
Article
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Jonathan Waite, WARC Exclusive, June 2020
The current impression measurement system is confused and needs challenge and disruption.
Opinion
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Professor Karen Nelson-Field, June 2020
Human attention, as a measure of effectiveness, is fast becoming a unit of trade. Media effectiveness research continues to find imbalance that disadvantages advertisers.
Article
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WARC Best Practice, June 2020
A summary of new thinking and best practice on Planning for Attention, from the WARC Guide.
Article
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GlobalWebIndex, Research on WARC, June 2020
Examines how consumer sentiment is being impacted as restrictions continue to ease in many parts of the world and more countries enter a recovery phase of the COVID-19 pandemic.
Article
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Low Lai Chow, WARC Exclusive, May 2020
Kantar outlines how brands need to adapt and meet consumer expectations as the impact of COVID-19 continues to make its presence felt.
Opinion
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Jason Mander, May 2020
As more countries begin to ease their Covid-19 restrictions, there’s one inevitable question that everyone is asking: what does the “New Normal” look like? Clearly, we can’t just assume that behaviours newly acquired or significantly boosted during an unprecedented crisis will automatically continue afterwards.
Article
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Biprorshee Das, Event Reports, Kantar Webinar, May 2020
PH One Kantar shares how COVID-19 has impacted Filipino consumers’ sentiments and how brands can help.
Article
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Biprorshee Das, Event Reports, MMA and McKinsey webinar, April 2020
The Mobile Marketing Association APAC hosted a webinar with McKinsey on the perspectives on COVID-19 and its implications/learnings for consumer and retail companies.
Article
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Research on WARC, May 2020
Provides insights into the outlook of Indians towards the COVID-19 pandemic, the changing consumer sentiments, and evolving media consumption in India.
News
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01 May 2020
Many changes in spending habits can be expected as Indian consumers adjust to life in lockdown and at least one factor identified in a new survey is a surge in demand for traditional media, such as TV and newspapers.
News
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01 May 2020
Advertising avoidance may be lower on radio than is often assumed, according to a study focused on Canada that was published in the Journal of Advertising Research (JAR).
Case Study
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Kaori Yatsu, Hiroaki Taki, Akie Suzuki, WARC Awards, Shortlisted, Effective Social Strategy, 2020
Confectionery brand Snickers collaborated with smartphone game Idol Master to appeal to young males and boost single-bar sales in Japan.
News
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28 April 2020
It’s not only screen time that has risen during lockdown – people are listening to more radio and to more podcasts, and more people are showing interest in making podcasts.
Case Study
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Damayanti Purkayastha, WARC Awards, Shortlisted, Effective Social Strategy, 2020
KFC Arabia created an innovative drive-thru experience to boost revenue and increase take-up of its online delivery business in the Middle East.
News
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27 April 2020
Overall free commercial time (FCT) in India grew 7% in week 15, or April 11-27, compared with the previous week covering April 4-10, according to the latest data from Broadcast Audience Research Council (BARC) India and Nielsen.
Article
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Geoffrey Precourt, WARC COVID-19 Series, IAB.THERE webinar, April 2020
Nielsen, the media-measurement company, has identified various important trends that have emerged during COVID-19, and could remain in place once the recovery begins.
Case Study
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Mohammed Jahafar Bin Abdullah, Kyle Dlyma, WARC Awards, Entrant, Effective Innovation, 2020
Ethnic clothing brand Manyavar worked with a new programmatic media and technology platform Xaxis Places in India to track the attribution of DOOH exposure on consumer behaviour.
