GLOBAL: More and more advertisers are turning to short-form video – under 10 seconds – in recognition of the need for less intrusive ad formats that are respectful of viewers’ time and sensitive to the context in which the ad is ...
GLOBAL: Fifteen-second commercials may be as effective, both rationally and emotionally, as traditional 30-second ones when it comes to brand building, according to new research which challenges received wisdom on how long an ad should be.
The story of how KFC Australia got its mojo back is anchored in five key principles: be more Kanye, let the heart eat first, acknowledge that no-one cares about your brand, be the weird bird in a room full of pigeons and think like a brand, act like a retailer.
NEW YORK: YouTube and Facebook have been trying out six-second ads for some time, but now the Fox TV network is poised to launch its first use of the format during National Football League (NFL) games this autumn.
NEW YORK: In the cluttered media world of the average consumer it can be difficult to achieve cut through, leading to a school of thought, across both traditional and digital media, that ‘less is more’ – for consumers and ...
Cortney Henseler, Matthew Sharp, Samuel Kim, ESOMAR, Congress, New Orleans, September 2016
This paper reports on research by AOL in the United States that investigates the most effective ad formats for shifting key brand metrics, the impact of different devices on ad format effectiveness and consumers' expectations of ads on their mobile devices.
Josefa D. Martín-Santana, Pedro Reinares-Lara and Eva Reinares-Lara, Journal of Advertising Research, Vol. 56, No. 3, 2016, pp. 274-288
The purpose of the current study was to analyze both the relationship between spot length and unaided recall in a real-world environment and the direct effect on recall of other advertising break-planning variables.
Daren Poole, Admap, December 2014, pp. 21-23
This article explores optical TV ad length, arguing that different lengths are best for different brand purposes and types of communication - and a combination of lengths, when done well, can be best of all.
This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.
This article, taken from the Warc Toolkit 2017 report, discusses how to achieve marketing effectiveness in the digital age by striking the right balance between close targeting and mass reach, and between short- and long-term strategies.
Mobbie Nazir, WARC Best Practice, November 2016
This paper explores the use of social within the roster of a campaign's media use; a broad term, it refers to a collective of online communication channels built on community-based input, interaction, content-sharing and collaboration.