Digital media

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Article • WARC Best Practice, May 2021

Provides guidance and reading on the tactic of stunt marketing – a form of experiential marketing that aims to generate buzz and boost engagement.

Learnings from the best digital innovations and initiatives born of the pandemic

Opinion • Valeria Corna, May 2021

Brands including McDonald’s, Global Pride, Grab and OREO have defied COVID-19 to deliver rich digital customer experiences.

Just 11% of iOS 14 users have allowed ad tracking

Data • Rob Clapp, WARC Data Points, May 2021

An overview of the opt-in rate for app tracking among iOS 14 users (those that can allow or reject app tracking).

Too many ads is the most damaging factor for brands

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), May 2021

An overview of the factors that UK and US audiences think will negatively impact their view of a brand.

Click to buy: The growing opportunity of shoppable media

Opinion • Gabey Goh, May 2021

Shoppable media is the latest marketing opportunity and WARC’s Gabey Goh says the upcoming eTail Asia 2021 conference will outline the key drivers of this shoppable trend and what it means for marketers.

Media Owner Profile: Spotify

Data • Rob Clapp, WARC Data Points, May 2021

This Media Owner Profile of Spotify includes data on revenue and monthly active users by user type and region.

How Direct Line Group’s investment in BVOD helped to deliver incremental reach

Article • Alex Brownsell, Event Reports, Thinkbox: New trends in TV advertising, April 2021

UK insurer Direct Line Group tested digital channels and platforms to plug a gap in its audience reach.

The IAB Europe guide to the programmatic CTV opportunity in Europe

Article • Research on WARC, May 2021

Takes a deeper dive into the emerging channel of CTV to help planners and buyers of media navigate the programmatic opportunities that it offers.

COVID-19 causes digital consumption to rise by over 30%, forming new and lasting consumer habits

Opinion • Rob Clapp, April 2021

WARC Data’s latest report finds that Amazon, TikTok, YouTube and Twitch are some of the main winners as brands pivot to reach the COVID consumer.

The consent economy will change digital advertising, but not for the worse

Opinion • Pierce Cook-Anderson, April 2021

Media Owner Profile: Roku

Data • Rob Clapp, WARC Data Points, April 2021

This Media Owner Profile of Roku includes global data on company revenue by segment, user penetration and consumption plus average revenue per user.

Global Ad Trends: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include:

WARC Talks: Digital rent and digital availability

Article • Grace Kite and Gemma Spence, WARC Exclusive, April 2021

WARC talks digital rent and digital availability with Grace Kite, founder of Gracious Economics, and Gemma Spence, chief commerce officer at PHD Media.

WARC Talks: Share of search

Article • James Hankins and Shann Biglione, WARC Exclusive, April 2021

Discusses how marketers can use share of search as a metric and if this could be a new way to prove the effectiveness of advertising.

Netflix forecasts slowest membership growth in a decade

Data • Rob Clapp, WARC Data Points, April 2021

An overview of the growth in Netflix subscribers.

Gaming in the 2020s: Research, rewards and the new meditation

Article • essence , Research on WARC, April, 2021

A report by media agency Essence explores the huge increase in exposure to and exploration of gaming, as well as the opportunities for brands and marketers.

How the ‘digital truth serum’ can unlock business growth

Article • Christian Polman, WARC Exclusive, April 2021

Used effectively, a new ‘share of search’ metric will enhance C-suite credibility for CMOs, says Christian Polman, Managing Director UK, Looping Group.

Practical advice for travel brands navigating a post-pandemic world

Article • Marisa Beazel, WARC Exclusive, April, 2021

As the world begins to cautiously open up and vaccines become more readily available, now is the time for travel brands to begin preparing for vacation-hungry tourists.

Women prefer mobile and puzzle gaming

Data • Cinzia Petio, WARC Data Points, April 2021

An overview of appealing game features among female and male gamers.

TikTok’s Fahad Osman: “embrace the unpredictable, be prepared to pivot”

Opinion • Chiara Manco, April 2021

Fahad Osman, Regional Director, Global Business Marketing, METAP at TikTok, will be judging the 2021 WARC Prize for MENA Strategy. Here, he talks to WARC’s Chiara Manco about how marketers can respond to consumers’ needs, the importance of letting go of control to remain agile, and the value of empathetic insight.

Two in three adults prefer digital finance services

Data • Rob Clapp, WARC Data Points, April 2021

An overview of consumer preference for digital finance services across 17 markets.

Getting ahead of the curve amid the consumerisation of B2B marketing

Article • Rafael Martin and Staffan Holgersson, WARC Exclusive, April 2021

With the traditional B2B marketing playbook in need of a refresh, marketers need a new approach to channel planning, say global media agency Essence’s Rafael Martin and Staffan Holgersson.

Three-fifths of Southeast Asians use social networks to learn more about brands and products

Data • Marte Aune, WARC Data Points (GlobalWebIndex), April 2021

An overview of online sources used by Southeast Asian consumers to learn more about brands and products.

Attention seekers welcome

Article • Anna Sampson, WARC Exclusive, April, 2021

With the demise of the cookie and a renewed focus on attention, context is key when it comes to effective advertising.

How data impoverishment continues to deepen the digital divide

Opinion • Richard Neish, April 2021

The past year has seen an increase in streaming and a surge in e-commerce. Behind those headlines, however, the reality is very different for many people, says Richard Neish.

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.
Media in focus: Marketing effectiveness in the digital era

Article • Les Binet and Peter Field, Institute of Practitioners in Advertising, October 2018

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.
What we know about TV audiences

Article • WARC Best Practice, December 2020

This article explores the current thinking and writing on TV audiences - a group of people once defined by the use of one stable, popular medium, which has now fragmented forcing a re-evaluation of audience measurement.
What we know about multiscreen media planning

Article • 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.
Global Ad Trends: OOH in focus

Article • James McDonald, WARC Data, February 2018

This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry.
How to market to Vietnamese consumers

Article • Katrin Roscher, WARC Best Practice, November 2018

Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.