Campaign tracking

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What we know about brand and advertising awareness

Article • WARC Best Practice, December 2018

This article examines and provides guidance for marketers attempting to understand awareness, covering approaches, definitions and key insights.

YouGov Ad of the Month – UAE: ADNOC Distribution

Opinion • BrandIndex, May 2019

The brand which achieved the largest rise in Ad Awareness in the UAE during April was ADNOC Distribution.

YouGov Ad of the Month – US: Home Depot

Opinion • BrandIndex, May 2019

During April, Home Depot was the brand that earned the biggest rise in its advertising awareness in the US.

YouGov Ad of the Month – UK: Marks & Spencer

Opinion • BrandIndex, May 2019

Marks & Spencer achieved the highest uplift in Ad Awareness of any brand in the UK during April – a +8.9 change in score.

YouGov Ad of the Month – Singapore: M1

Opinion • BrandIndex, May 2019

M1 is the brand which has achieved the highest uplift in Ad Awareness of any brand in Singapore over the past month.

New logo scores for US Open Tennis Championships

News • 24 April 2019

The US Open Tennis Championships took the difficult step of replacing its long-standing logo, but found that introducing a new insignia better served its brand in a variety of ways.

How the US Open Tennis Championships served up a new logo

Article • Stephen Whiteside, Event Reports, BRITE, March 2019

The US Open Tennis Championships launched a new logo in 2018, a strategic decision that was intended to achieve various goals.

Awareness of Chinese brands falls despite their strength

News • 05 April 2019

Japan, France and Spain are emerging “hubs of growth” for Chinese brands seeking to expand overseas, although overall awareness of Chinese brands in international markets has declined over the past three years, a new report has found.

Ad of the Month – Singapore: Changi Airport

Opinion • BrandIndex, April 2019

During March, Changi Airport was the brand which achieved the highest uplift in its Ad Awareness. The rise coincided with the upcoming opening of Jewel, the brand’s new ‘go-to’ destination in Singapore.

Ad of the Month - UAE/KSA: Samsung

Opinion • BrandIndex, April 2019

Samsung is the brand that has achieved the greatest uplift in its Ad Awareness in both the UAE and KSA in March.

Ad of the Month – US: Samsung Galaxy

Opinion • BrandIndex, April 2019

Samsung Galaxy is the brand that achieved the biggest rise in Ad Awareness in the US during March. At the start of the month, Samsung Galaxy’s Ad Awareness score (whether someone has seen or heard an advert broadcast by a company in the past two weeks) was 17%.

Ad of the Month – UK: National Lottery

Opinion • BrandIndex, April 2019

The ad which achieved the highest uplift in awareness in the UK during March was from the National Lottery, as it launched Set for Life, its first new game in 13 years.

Financial service brands need a reach strategy

News • 28 March 2019

Since the global recession in the mid-00s, marketing effectiveness has declined to a greater extent in the financial services category than any other – largely because it has prioritised performance marketing, according to Les Binet.

Binet: Long-term brand building beats activation in financial services

Article • Anna Hamill, Event Reports, Effective marketing in Financial Services, February 2019

Financial services marketing has declined in effectiveness since the mid-00s recession, and marketers must reinvest in long-term brand building to turn it around.

Digital Video Viewers and Brand Connection

Research Paper • IAB, April, 2018

IAB Video Center conducted a primary consumer research study to gain a deeper understanding of digital video viewers and their connection with direct brands in the US, which found that:

Ad of the Month – UK: Haribo

Opinion • BrandIndex, March 2019

This month, Haribo achieved the highest uplift compared to January in Ad Awareness of any brand in the UK.

Ad of the Month – Vietnam: Bia Ha Noi

Opinion • , March 2019

This month, Bia Ha Noi is the brand which has achieved the highest uplift in its Ad Awareness in Vietnam.

Ad of the Month – US: Doordash

Opinion • BrandIndex, March 2019

DoorDash, a restaurant delivery company that launched its first national advertising campaign in mid-January, achieved the most significant improvement in its Ad Awareness among American consumers in February, according to data from YouGov Plan & Track.

YouGov Ad of the Month – US: Planet Fitness

Opinion • BrandIndex, February 2019

Planet Fitness is the brand that achieved the most significant improvement in its Ad Awareness during January.

YouGov Ad of the Month – Hong Kong: Cathay Pacific

Opinion • BrandIndex, February 2019

Cathay Pacific is the brand which has achieved the highest uplift in its Ad Awareness in the past month.

YouGov Ad of the Month – UK: Gillette

Opinion • BrandIndex, February 2019

This month, Gillette achieved the highest uplift in Ad Awareness of any brand in the UK. For years, Gillette’s tag line has been ‘The Best a Man Can Get’, and focused on the traditional masculinity of their target customer.

YouGov Ad of the Month – UK: Ferrero Rocher

Opinion • BrandIndex, January 2019

In December, Ferrero Rocher achieved the highest uplift in Ad Awareness of any brand in the UK, according to YouGov’s BrandIndex.

YouGov Ad of the Month – US: Best Buy

Opinion • BrandIndex, January 2019

For December, Best Buy was the brand that achieved the biggest uplift in Ad Awareness, according to YouGov's BrandIndex.

YouGov Ad of the Month – UAE: Etihad Airways

Opinion • BrandIndex, January 2019

In December, Etihad Airways was the brand that achieved the largest rise in its Ad Awareness in the UAE, according to YouGov’s BrandIndex.

Social Media: Deal or no deal? – a study by Kantar Millward Brown, Facebook and Saïd Business School, Oxford University

Research Paper • MRS Awards, Finalist, MRS Award for Social Media Research, 2018

Facebook, the social network, and Saïd Business School at the University of Oxford partnered in the UK to look into whether social media can build brands.

What we know about campaign and brand tracking

Article • WARC Best Practice, January 2019

Explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.
What we know about long-term and short-term effectiveness

Article • WARC Best Practice, December 2018

This article provides marketers with information about how to balance long-term and short-term strategies.
What we know about combining TV with digital media

Article • WARC Best Practice, September 2018

Provides marketers with information and guidance about combining TV and digital media strategies.
Brands now compete with life for attention

Article • Tom Doctoroff, Admap Magazine, September 2018, pp. 30-31

Shows how marketers can create impactful engagement across touchpoints, using examples from brands such as Nike, Lego, Red Bull and De Beers.
How advertising attracts attention

Research Paper • Karen Nelson-Field and Erica Riebe, Admap Magazine, September 2018, pp. 18-21

Outlines some of the key discoveries in an investigation into how appropriately captured attention and sales are affected by the creative characteristics of ads.
Understanding brand consideration

Article • Dominic Twose and Polly Wyn Jones, WARC Best Practice, January 2018

Defines what brand consideration is, what generates it and how this may move over time, alongside a look at a large scale exercise by Kantar Millward Brown exploring the relationship between survey measures and sales.