Individual media: Digital media

 

Advertisers are missing opportunities because busy consumers often see an ad online that they cannot follow up or respond to at the time. Later, they have forgotten where they saw it. In research, peo ...

As viewers increasingly watch TV content on mobiles and other digital devices, at non-traditional times and in non-linear ways, TV measurement needs an overhaul. Nielsen’s ‘anywhere anytime media meas ...

Despite the globalisation of media in the post-digital age, the use of the internet and mobile varies significantly around the world, not just in terms of what people use, but what they use it for. So ...

This paper argues that the whole media world is moving inexorably into a digital future, and that those who are willing to embrace it wholeheartedly (as Apple and Amazon have done) will gain at the ex

Innovation in digital technology is always able to outpace government regulation seeking to protect privacy or intellectual property. There is also the risk that government meddling will kill ideas be

The article discusses how digital media are growing. Search grows in recession because advertisers are attracted to 'direct' media that have an inherent ROI measure. Search is becoming a core way of t

This article discusses the top downloads among WARC Online's users in 2008, breaking them down by region, company type and search terms. Recession enjoyed an unsurprising prominence across all categor ...

This article discusses the main findings of Ofcom's International Communications Market Report 2008. Among the main findings of the research, which covers countries including the UK, US, Germany and J ...

The key issues facing online media measurement include the ability to compare on- and off-line media consistently, simplifying metrics and establishing more rigorous methodologies. These areas of prio ...

Established brands embarking on digital marketing must think like start-ups: this means taking calculated risks and being innovative in order to connect with consumers. A brand that fails to create a ...

Digital downloading has changed the music market. Digital music sales revenues in 2007 were 40% higher than 2006, at $2.9 billion, and online also enables artists to communicate directly with their fa ...

This article discusses digital advertising, in terms of what it assumes, how it works and how it can be measured. It argues that the framework for digital fits in with the model emphasising persuasion ...

As marketers grapple with institutional, cultural, and strategic transformations in an increasingly turbulent global economic environment, and as multinational clients concentrate expertise and resour ...

The number of digital media outlets continues to proliferate at a seemingly inexhaustible rate, but according to new evidence, the time consumers spend with media is declining for the third successive ...

As argued by Chris Anderson in The Long Tail, global scale markets, falling costs of storage, and falling costs of distribution have resulted in digitally based businesses today being able to sell nic ...

This paper describes an internet-mediated netnography of the open source software (OSS) community. A brief history of OSS is presented, along with a discussion of the defining characteristics of the p ...

In this preview report from ad:tech Chicago 2008, WARC Online's US editor Geoffrey Precourt discusses the 'digital cacophony'. This trend, identified by Christopher Vollmer, constitutes an explosion o ...

Not too long ago, consumers had little recourse when seeking satisfaction after a bad product or service experience. On the flip side, satisfied customers were similarly limited in spreading positive ...

Luxury brands rely on carefully planned and executed marketing activity to appeal to consumers' emotions, and also look to cultivate an image of exclusivity. As their customers increasingly spend time ...

As digital media become more mature, a wide variety of consumer behaviour patterns and potential digital revenue sources are revealing themselves. This article looks at these trends drawing on the fin ...

Marketers should not be frightened by the changes in television, but should welcome them as opportunities. New technology is giving viewers control not only over what they watch, but how and where the ...

Many marketers fear they are under-investing in digital media or are unsure how to allocate budgets in fast-moving internet and mobile marketing technologies. This article from Leo Burnett advocates a ...

Videogaming is now one of the most popular past-times, with the average gamer being 28 years old and spending around 10.9 hours per week playing. Contrary to popular perception, research has also foun ...

This article describes how toy marketers are developing their approach in line with children's use of new media. Children and young adults have their own virtual worlds, social networks and media chan ...

The 'half-life of media' is defined as the amount of time it takes for a medium to lose half its influence (analogy with radioactivity). The article argues that the decay rate is accelerating, not onl ...

In this article, James Aitchison, Managing Editor of WARC.com, reports on the WARC Creativity in Advertising Conference 2008. It covers topics including how to approach creativity, engaging with digit ...

This article provides a simple bluffer's guide to digital knowledge that will convey an instant impression that you know about technology. Among the areas discussed are: Yahoo!'s acquisition of Blue L ...

This article argues that the analogue model of marketing, based on mass TV, is broken; the rise in demand for airtime, increasingly narrow target audiences, and the increase in number of ways to avoid ...

This article discusses how new media are spreading in China and being harnessed by leading advertisers. TV still takes 70% of media spend in China, but expenditure on digital platforms is expected to ...

The men's magazine market has a history of innovation as a whole, but the category has yet to witness the launch of truly effective online brand extensions. Three titles, Bauer's FHM, and NatMags Men' ...