ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
Industry Topic Pages
Shortcuts to the latest industry-focused information and insight.
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Subject Topic Pages
Shortcuts to the latest information
and insight by subject area.
Overviews of leading brand owners, and guides to key issues and tasks.
Browse all articles, papers and case studies by subject.
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Media and publishing
Government and non-profit
Leisure and entertainment
ESOMAR Conference papers
Journal of Advertising Research
Date: newest first
Date: oldest first
Do new forms of television advertising occasion better recall than traditional advertising spots?
María Arrazola, José de Hevia, Pedro Reinares and Ricardo Reinares Lara, International Journal of Advertising, Vol. 32, No. 2, 2013, pp. 281-300
The loss of effectiveness of television advertising centred on advertising spots has caused the development, and subsequent consolidation, of new forms of advertising within this medium.
The loss of effectiveness of television advertising centred on advertising spots has caused the development, and subsequent consolidation, of new forms of advertising within this medium. While management assumes that these new forms of advertising generate greater recall, in order to justify their usage, there is a noticeable lack of research evidence to prove this supposition. Therefore, in this article we use a representative sample of Spanish television audiences to compare the advertising recall that advertising spots generate, as opposed to that occasioned by a combination of new television advertising formats. The empirical analysis was carried out by means of an Ordered Probit model, which showed that the new forms of advertising gave rise to better recall than advertising spots, as much with regard to aided as with unaided recall.
Media research: TV viewers' data drive
Sue Gray, Admap, April 2013, pp. 33-35
The traditional TV advertising model is being challenged as TV audiences increasingly consume content on-demand and fragment across viewing platforms.
The traditional TV advertising model is being challenged as TV audiences increasingly consume content on-demand and fragment across viewing platforms. This article outlines how Channel 4, the UK broadcaster, launched its viewer-centric database to future-proof its business for this connected world. Connected viewing, and its return path data, presents broadcasters with key strategic opportunities: the opportunity to develop closer two-way relationships, to stimulate incremental viewing, and to create new revenue generating opportunities. The strategy introduced a universal registration service for online and multi-platform users, built the database infrastructure to support this initiative and used the first-party data that it gathered to evolve its viewing product and the opportunities it offered to advertisers.
Mobile, real-time and programmatic buying: Media issues discussed at Advertising Week Europe 2013
Joseph Clift and Brian Carruthers, Event Reports, Advertising Week Europe, March 2013
This article discusses presentations on the future of media given during Ad Week Europe 2013, and features insights from speakers ranging from tech giants like Google and Facebook, to agency holding groups like WPP.
This article discusses presentations on the future of media given during Ad Week Europe 2013, and features insights from speakers ranging from tech giants like Google and Facebook, to agency holding groups like WPP. The main themes of the presentations are: that incorporating a real-time element to marketing, often through brand "newsrooms", is being increasingly looked-at by brands; that deep integration between TV and digital efforts is often crucial to campaign effectiveness; and that the digital ad market remains in flux, with significant uncertainty over the rise of programmatic buying and the make-up of online adspend.
The Undiscovered Country: How ads perform in Video On Demand programs
Bruce Goerlich, ARF Key Issue Forum, Re:Think conference, 2013
This analysis of video-on-demand (VOD) advertising argues that TV has moved "beyond fragmentation", as programs are being carried on new digital and mobile platforms.
This analysis of video-on-demand (VOD) advertising argues that TV has moved "beyond fragmentation", as programs are being carried on new digital and mobile platforms. As a part of this trend, VOD viewership has been growing at double digit rates, but the paper argues that there has been little understanding of how commercials perform in VOD - despite the value of advertising time in VOD. The paper discusses research looking into the pre-roll VOD ad format, which suggests that the "pre-roll" has a very high value. The methodology behind this assertion is explored. It follows that this high value of audience for pre-roll gives advertisers a unique opportunity to connect with engaged viewers.
How to target TV ads: A buyer's guide to set top box targeting algorithms
Brendan Kitts, ARF Key Issue Forum, Re:Think conference, 2013
With television advertising targeting undergoing a revolution in capabilities and accuracy, this paper reviews a variety of different targeting algorithms.
With television advertising targeting undergoing a revolution in capabilities and accuracy, this paper reviews a variety of different targeting algorithms. These range from the traditional age-gender targeting methods employed based on Nielsen ratings, to new approaches that attempt to target high probability buyers using Set Top Box data.
The Good News About Television: Attitudes Aren't Getting Worse. Tracking Public Attitudes toward TV Advertising
Michael T. Ewing, Journal of Advertising Research, Vol. 53, No. 1, 2013, pp. 83-89
Periodically tracking public sentiment toward television advertising (TVA) is an important barometer for the advertising industry and its myriad stakeholders.
Periodically tracking public sentiment toward television advertising (TVA) is an important barometer for the advertising industry and its myriad stakeholders. To date, however, most studies of consumers’ attitudes to TVA have been cross-sectional. This study, alternatively, provides a quasi-longitudinal examination of Australian attitudes toward TVA across four time points (2002, 2005, 2008, and 2010). Findings suggest that although attitudes toward TVA are generally negative, in fact they have not deteriorated over time. Considerable scope consequently exists for improving consumer attitudes toward TVA.
Second-by-Second Analysis of Advertising Exposure in TV Pods: The Dynamics of Position, Length, and Timing
Srinivasan Swaminathan and Robert Kent, Journal of Advertising Research, Vol. 53, No. 1, 2013, pp. 91-100
This study explores how message delivery may differ for television commercials that appear in various pod positions.
This study explores how message delivery may differ for television commercials that appear in various pod positions. Channel changing at the onset of commercials often may lead to higher exposure levels for advertisements in the first pod position. When advertising pods are relatively long, viewers may return within the pod, so commercials in the first and last pod positions may have higher exposure levels than commercials in middle pod positions. The set of advantageous pod positions, however, can differ in commercial breaks that appear near the beginning and end of programs. Ideas for audience measurement, media buying, and advertising creative are developed.
Do Online Video Platforms Cannibalize Television? How Viewers are Moving from Old Screens to New Ones
Jiyoung Cha, Journal of Advertising Research, Vol. 53, No. 1, 2013, pp. 71-82
This study investigated whether (and how) online video platforms displace television with respect to time investment and viewership.
This study investigated whether (and how) online video platforms displace television with respect to time investment and viewership. To that end, this study employed mail surveys of a random sample of Internet users throughout the United States. This study revealed that the existence of the time displacement effect depends on (1) what type of online video venues consumers use; (2) how much video content overlaps between online video platforms and television in general; and (3) what type of video content consumers watch online. Specifically, the current study found that the time spent using the Internet to watch user-generated videos and on video-sharing sites reduced the time spent watching television as a consequence.
Understanding the Invisibility of the Asian-American Television Audience: Why Marketers Often Overlook an Audience of "Model" Consumers
Amy Jo Coffey, Journal of Advertising Research, Vol. 53, No. 1, 2013, pp. 101-118
Asian-Americans lack the advertiser recognition and investment levels enjoyed by other ethnic groups in the United States.
Asian-Americans lack the advertiser recognition and investment levels enjoyed by other ethnic groups in the United States. Given this demographic group’s greater purchasing power and comparable growth rate, online survey and in-depth executive interviews reveal how US Asians’ income, language, and other audience traits are valued by US television advertisers and compares these perceptions to those for Hispanics. Recommendations are offered to overcome reported advertiser misperceptions and agency obstacles and to help encourage investment in this growing and affluent demographic segment.
Welcome to Web 3.0: insights from Yahoo, AOL, Fidelity and Tremor Media
Geoffrey Precourt, Event Reports, IAB Annual Leadership Meeting, February 2013
In this article, executives from Yahoo, AOL, Fidelity and Tremor Media discuss how their companies are formulating new strategies, and thus reflect the changing habits among their target audience.
In this article, executives from Yahoo, AOL, Fidelity and Tremor Media discuss how their companies are formulating new strategies, and thus reflect the changing habits among their target audience. The shift towards "Web 3.0" implies a more personalised, targeted and engaging experience, which can be supported by Big Data, but must not let numbers replace a focus on creating ideas and products which truly delight consumers.
YOU ARE IN THE WARC INDEX:
Cable and satellite TV
Copytesting and pretesting TV
Direct response TV
Product placement on TV
TV advertising breaks and clutter
TV audience attitudes and behaviour
TV audience size and composition
TV programming and syndication
TV spot lengths and position
Effectiveness in media
Digital advertising and media research
Direct mail research
Outdoor and out-of-home research
Print media research
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc