Warc's analysis of entries to last summer's Cannes Creative Effectiveness Lions awards and research findings about how to maximise business return from social media were by a wide margin the most-viewed Warc papers dealing with effectiveness measurement issues over the last 12 months.

Coverage of the awards event and the reasons behind nominees' success received the strongest traffic levels on warc.com for research that focused on effectiveness.

Among its key findings, the study found that social media was the most popular channel among Creative Effectiveness Lions winners, yet traditional channels, particularly TV and outdoor, were still essential features of shortlisted campaigns.

For more details about the most read papers on Warc in 2013, visit our Most Read page.

Elsewhere on the rankings, The business return from social media, the second most-read effectiveness article, encouraged marketers to develop social media strategies that set out a clear vision of what social media will do for the business combined with a key performance framework to define success.

Les Binet and Peter Field wrote the third most popular article in this category with a piece highlighting findings from their IPA study into how best to balance long-term and short-term strategies in advertising.

In fourth, A revolution in ad testing argued that the creative idea must be informed by an understanding of the hierarchy of consumption drivers, both rational/explicit and emotional/implicit.

Ken Roberts of Forethought Research said the task of explicit communications is to convey the strongest ‘reason to believe' while implicit communications must also be identified and quantified.

Finally, Brand success in the digital age – again, authored by Binet and Field – considered the strengths of various digital channels and drew on an IPA report that found emotional priming built more profitable long-term effects whereas rational messaging is best used for short-term sales.

Data sourced from Warc