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Channel planning, media mix selection

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What we know about multiscreen media planning

Article • WARC Best Practice, October 2020

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.

CMO Conversations: Marc Pritchard, Chief Brand Officer, Procter and Gamble

Opinion • Anna Hamill, October 2020

As one of the world’s leading marketers, Marc Pritchard, chief brand officer at Procter & Gamble, is driving a transformational agenda of equality and transparency. He speaks with WARC’s Anna Hamill for WARC Marketer's Toolkit 2021 on reinventing brands post-COVID, prioritising media transparency, and pursuing accountability on diversity.

How a “small-budget fallacy” is damaging marketing effectiveness for many campaigns

Article • Stephen Whiteside, Event Reports, Lions Live, October 2020

A “small-budget fallacy” is encouraging marketers with limited resources to ignore the main drivers of effectiveness when formulating their strategies.

Five steps to social media success

Article • Hannah Walley, Leonie Gates-Sumner and Anna Salter, WARC Exclusive, October 2020

Examines how brands can derive value from social media campaigns and what it means to balance the trust equation and create effective communications and marketing plans.

The most impactful touchpoints for finance brands have a human touch

Opinion • Renita Jude, October 2020

In the fourth of Kantar’s category-specific touchpoint investigations for WARC, Renita Jude takes a look at media effectiveness for finance brands.

Media strategies need to incorporate consumers’ environmental views

News • 17 September 2020

Advertisers should understand consumer views on the environmental impact of different media channels when they develop campaigns, according to a study published in the Journal of Advertising Research (JAR).

Captivating real and virtual experiences create the perfect touchpoint cocktail

Opinion • Renita Jude, September 2020

In the third of Kantar’s category-specific touchpoint investigations for WARC, Renita Jude takes a look at media effectiveness for alcohol brands.

A path to recovery for OOH?

News • 15 September 2020

OOH has been one of the hardest-hit channels during lockdowns but anecdotal evidence suggests that, as these ease and people begin to move about again, brands in Southeast Asia are looking to integrate audience-driven mobile and OOH campaigns.

Reframing OOH strategy in Southeast Asia for a post-COVID world

Article • Moving Walls, WARC Best Practice, September 2020

Moving Walls offers advice on how brands can use data to improve the effectiveness of outdoor campaigns.

Managerial–consumer eco-harmful media perceptions and eco-conscious attitudes: understanding the context within green media

Research Paper • Claudia A. Rademaker, Marla Royne Stafford, and Mikael Andéhn, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 290-304

This study underscores the importance of considering a medium's broader effects. Research demonstrates that a medium's perceived eco-harmful impact affects communication effectiveness because a medium itself can act as a constituent of the message.

Analysing the global impact of COVID-19 on the marketing industry

Article • James Clifton, WARC Exclusive, August 2020

The COVID-19 pandemic is likely to have a long-lasting impact on consumer behaviour and spending – viewpoints from China, US and Ireland explain how marketing and marketers have been affected in each region.

Populism and Asia's changing media landscape

News • 29 July 2020

With India’s government reported to be considering a ban on more Chinese apps, advertisers are having to re-evaluate their media strategies, says a WARC Trends report.

Changing channels: The impact of media shutdowns in Asia

Article • Kunal Sinha, WARC Trends, July 2020

With the long-term fate of TikTok in major markets like Australia and India uncertain, while major media outlets like ABS-CBN in the Philippines shut down – the media landscape is about to enter a period of volatility that advertisers must be prepared for.

Using digital advertising to deliver brand outcomes

Opinion • Marie-Clare Puffett, July 2020

Digital media is important for delivering brand outcomes and positively influencing long-term growth, but there are a number of factors at play to ensure a successful campaign.

How navigating the COVID-19 crisis forced advertisers to be more creative

Article • Sonia Marguin, WARC Exclusive, July 2020

Explores how brands in categories such as travel and finance are adapting their marketing strategies.

A healthy media diet for food & drink brands

Opinion • Duncan Southgate, July 2020

In the first of a new series of category-specific investigations for WARC, Kantar’s Global Brand Director - Media, Duncan Southgate, takes a look at the media effectiveness of campaigns for food and non-alcoholic drink brands.

How Molson Coors makes media strategy in a time of disruption

News • 14 July 2020

Molson Coors, the brewer, is ensuring that its media strategy is guided by corporate values and business needs alike at a time of profound disruption.

How Molson Coors chooses between digital channels in a time of disruption

Article • Geoffrey Precourt, Event Reports, ANA Digital and Social Media Conference, July 2020

Molson Coors, the brewing company, aims to ensure that all its media buys meet a clear set of criteria and match its values as an organization.

COVID-19 conversations: Diego Scotti, CMO, Verizon

Opinion • Anna Hamill, July 2020

Diego Scotti, EVP/CMO at US telecoms giant Verizon, speaks to Anna Hamill, WARC’s Senior Editor – Brands, about the guiding light of brand values, the need for marketing agility, and the importance of continued investment in advertising.

Attitudes to digital video advertising report

Article • IAB Europe, Research on WARC, July 2020

Highlights key trends in attitudes to Digital Video Advertising.

What we know about cross-channel and multichannel marketing

Article • WARC Best Practice, June 2020

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

Creative Commitment: a new metric to predict campaign performance and counter short-term thinking

Article • Stephen Whiteside, Event Reports, Lions Live, June 2020

Research undertaken by James Hurman and Peter Field points to a "Creative Commitment" metric as having a strong correlation with campaign effectiveness.

Streaming surge adds to media mix headache

News • 03 June 2020

During the current pandemic, American adults are streaming more video content than ever before, raising new media mix issues for advertisers and agencies.

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.

Adspend on OTT platforms double as advertiser mix shifts in India

News • 20 May 2020

Advertisers in India have shifted media budgets to OTT channels in tandem with the spike in media consumption since lockdown measures were put in place on 25 March.

2020 Media Strategy Report: Insights from the WARC Media Awards

Article • WARC Exclusive, April 2020

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
What we know about TV effectiveness

Article • WARC Best Practice, February 2020

Explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.
The top ten drivers of marketing effectiveness from the Effie Awards – and beyond

Article • Stephen Whiteside, Event Reports, Media, Marketing & Effectiveness event, November 2019

Research covering thousands of entries to the Effie Awards provides invaluable guidance for marketers that are seeking to achieve higher levels of effectiveness.
Marketer's Toolkit 2020: Data Report

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 Data Report adopts the STEIP methodology to cover five drivers of change that will affect marketers next year: Society, Technology, Economy, Industry and Policy.
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.
Anatomy of effectiveness: A white paper by WARC

Article • WARC Exclusive, June 2019

Summarises current thinking about how to advertise effectively, given the current sense that advertising is not driving the growth it should be.