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Reach and frequency, recency

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What we know about targeting vs reach

Article • WARC Best Practice, March 2021

Explains the benefits of targeting and reach and explains key differences, such as how tight targeting can benefit short-term activation campaigns, whilst reach can be favourable for long-term brand-growth strategies.

Strategy Toolkit module 1: How marketing works

Article • WARC Strategy Toolkit, March 2021

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.

Direct Line Group turns to BVOD and YouTube to deliver incremental reach

Article • Alex Brownsell, WARC Exclusive, December 2020

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

What we know about reach and frequency

Article • WARC Best Practice, December 2020

Provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.

How to set marketing budgets

Article • WARC Exclusive, November 2020

Looks at how to set and allocate marketing budgets to help grow business and deliver incremental value.

Attitudes to digital video advertising report

Article • IAB Europe, Research on WARC, July 2020

Highlights key trends in attitudes to Digital Video Advertising.

MENA’s anatomy of effectiveness: Regional perspectives on key industry thinking

Article • WARC Exclusive, April 2020

A special report looking at how WARC's global guidelines for marketing effectiveness apply in the MENA region.

Addressing mass audiences at scale in 2020

Article • Martin Radford, WARC Exclusive, February 2020

How brands should adapt to shrinking TV audiences in the age of media fragmentation.

IAB UK: Changing the channel - A comprehensive guide to Connected TV

Article • Research on WARC, November 2019

Provides a comprehensive guide to the UK Connected TV (CTV) market, covering everything from how to approach planning a CTV advertising campaign through to measurement and attribution, alongside a bespoke piece of consumer research.

Marketer's Toolkit 2020: Building brands in the walled gardens (Industry)

Article • WARC Trends, November 2019

Part of WARC's Marketer’s Toolkit 2020, this chapter offers a deep dive into industry trends affecting marketing plans in 2020.

What we know about radio and audio effectiveness

Article • WARC Best Practice, October 2019

Explores the current writing and thinking on the effectiveness of radio and audio, mediums with inherent persuasive strengths and track records of strong ROI.

Asia's anatomy of effectiveness

Article • WARC Exclusive, October 2019

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

FMCG brands and the future of TV

News • 08 September 2019

The growth of fast-moving consumer goods (FMCG) brands has been intrinsically linked to mass reach media, but brands now face difficult choices when it comes to TV in particular, which may require a serious reappraisal of the wider media market, an i

Future fit communications planning: Exploring new strategies for growth for FMCG brands

Article • Chris Worrell, WARC Exclusive, September 2019

This two-part paper seeks to identify and describe the issues that Wavemaker see as having both the largest and most immediate impact on the growth of FMCG brands.

Video-neutral planning: How to inspire excellent media strategies

Article • Chris Sloane, Admap, September 2019

Explores Video Neutral Planning (VNP) and covers the process by which any media planner or manager can create an improved schedule across video formats to a set budget.

Quality Attention

Research Paper • Erik Nylen, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019

Parsec, a media company, helps brand marketers discover the value of media placements by measuring attention.

Gemius: #TrueSingleSource

Research Paper • IAB Europe Research Awards, Winner, Audience Measurement, 2019

Gemius SA, a media company, launched two products that allows marketers in Poland to gain in depth analysis on tagged and non-tagged campaigns.

Médiamétrie: The renewal of the model of Mediaplanning: how to improve prediction in a digital world

Research Paper • IAB Europe Research Awards, Highly Commended, Advertising Solutions, 2019

Médiamétrie, the media company, offers a solution to the uncertainty of media planning and campaign performances in France.

Nielsen out-of-home advertising study 2019

Research Paper • Outdoor Advertising Association of America, July 2019

Provides a detailed examination of America’s travel habits and its exposure to out-of-home advertising including billboards, street furniture, transit and place-based ads.

OOH campaign measurement effectiveness

Research Paper • Outdoor Advertising Association of America, July 2019

Looks at how accuracy, scale and transparency unlock footfall attribution for out-of-home campaigns.

The anatomy of effectiveness and highlights from Cannes

Article • David Tiltman, WARC Webinars, July 2019

David Tiltman, VP of content at WARC, takes viewers through WARC's white paper 'Anatomy of Effectiveness', and the five key priorities for brand marketers and advertising agencies seeking to achieve greater impact.

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.

JICMAIL spreads its wings

News • 26 May 2019

The integration of the JICMAIL dataset with the TGI survey opens up new possibilities for marketers to assess mail interactions using a wider range of demographic variables.

Understanding ad frequency in OOH

News • 21 April 2019

Marketers can make use of cognitive science research to tailor OOH media campaigns to maximise emotional connection with target audiences and boost sales in the long term.

Just 11% of UK consumers 'enjoy' advertising

News • 11 April 2019

Brands risk alienating consumers and damaging the effectiveness of their campaigns if they over-target their ads, according to a new survey that warns of growing antipathy towards advertising in the UK.

2018 social media trends: Instagram, influencers and Facebook

Article • Anna Hamill, Event Reports, Socialbakers Social Media Summit, March 2018

With the rise of new platforms such as Instagram Stories and the increased challenges of perennial brand favourites such as Facebook, the future of social media in the next 12 months is uncertain.
How culture affects Asia’s pursuit of beauty

Article • Shilpa Madan and Shankha Basu, WARC Exclusive, December 2018

New research indicates that Asian countries have different attitudes toward beauty than Western markets.
Gen Z: Redefining authority

Article • Susie Hogarth, Bronwen Morgan, Michelle Fan, Anna Wilmot, Matthew Taylor and Tarek Chaudhury, Admap Magazine, December 2018

Summarises the key findings from strategic insight consultancy Flamingo's new report, which looks at Generation Z and their expanding notions of authority.
Lifebuoy: The Adaptive Data Lighthouse

Case Study • Rituparna Dasgupta, Somnath Saha, Himanshu Jha, WARC Media Awards, Grand Prix, Best Use of Data, 2018, pp. 0-0

Lifebuoy, the soap brand owned by Hindustan Unilever, targeted the people most at risk of infections preventable by good hand hygiene to increase sales in rural India.
Asian Strategy Report: Lessons from the 2018 WARC Prize for Asian Strategy

Article • WARC Exclusive, November 2018

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2018.
Why premium media drives impact of video ads

Article • Low Lai Chow , Event Reports, Video Marketing Strategies, November 2018

Hosting video advertising on premium media sites can make a difference in boosting consumer trust and effectiveness.