Article
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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.
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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Sue Elms, WARC Best Practice, April 2017
This paper explains how brands can engage with consumers in a complex media landscape, arguing that they need to stay rooted in the real lives of their consumers.
Article
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Fiona Blades, WARC Best Practice, March 2017
This article explores how to implement a media strategy capable of stretching across all types of media touchpoints, paid, owned, and earned.
News
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16/09/2020
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.
Opinion
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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.
Article
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Moving Walls, WARC Best Practice, September 2020
Moving Walls offers advice on how brands can use data to improve the effectiveness of outdoor campaigns.
Research Paper
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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.
Article
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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.
News
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30/07/2020
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.
Article
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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.
Article
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Sonia Marguin, WARC Exclusive, July 2020
Explores how brands in categories such as travel and finance are adapting their marketing strategies.
Opinion
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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.
Opinion
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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.
News
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15/07/2020
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.
Article
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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.
Opinion
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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.
Article
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IAB Europe, Research on WARC, July 2020
Highlights key trends in attitudes to Digital Video Advertising.
Article
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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.
News
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04/06/2020
During the current pandemic, American adults are streaming more video content than ever before, raising new media mix issues for advertisers and agencies.
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.
News
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21/05/2020
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.
Article
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WARC Exclusive, April 2020
A special report looking at how WARC's global guidelines for marketing effectiveness apply in the MENA region.
Article
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Geoffrey Precourt, WARC COVID-19 Series, ARF Coronavirus Virtual Town Hall, March 2020
COVID-19 will have a varied impact on particular industries, and requires careful on-going analysis among marketers given the rapid pace of change.
Article
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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.
