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Driving effectiveness with direct mail: Making a physical impact in a digital world

Article • WARC Exclusive, October 2021

This report, developed in association with Royal Mail Marketreach, is an analysis of successful UK case studies that use direct mail, both as lead media and in the media mix.

Modern marketing in India: The use of mobile in the digital marketing mix

Data • WARC Data, October 2021

Summarises the findings of WARC's latest mobile marketing survey, conducted across India on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Measuring advertising’s effect on mental availability

Research Paper • Kelly Vaughan, Armando Maria Corsi, Virginia Beal, and Byron Sharp, Int. Journal of Market Research, Vol. 63, No. 5, 2021, pp. 665-681

This study shows that the impact of advertising on consumer memory can be observed using mental availability (MA) metrics.

Addressing mental availability is more important than brand rejection for B2B marketers

Article • Stephen Whiteside, Event Reports, LinkedIn/B2B Institute webinar, August 2021

Research by the B2B Institute, a think tank supported by LinkedIn, and the Ehrenberg-Bass Institute has identified a mental availability issue for business-to-business players.

A page from ‘The OOH Playbook’: How to raise the bar of out-of-home media planning

Article • Jennie Roper, WARC Best Practice, August 2021

A how-to-guide to make media planning more effective and efficient.

YouGov Ad of the Month – UK: Fever-Tree

Opinion • BrandIndex, July 2021

Fever-Tree wins the UK’s Ad of the Month accolade for June.

YouGov Ad of the Month – US: Applebee’s

Opinion • BrandIndex, July 2021

Restaurant chain Applebee’s saw the highest rise of any US brand in its Ad Awareness in June according to YouGov BrandIndex.

YouGov Ad of the Month – Singapore: Shopee

Opinion • BrandIndex, July 2021

Shopee, the multinational technology company focused mainly on e-commerce, saw the highest jump in Ad Awareness of any brand tracked by YouGov in Singapore in June.

Superimposed text size and contrast effects in DTC TV advertising: Bigger is better, high contrast not so much

Research Paper • Ryan S. Paquin, Amie C. O’Donoghue, Bridget J. Kelly, Kevin R. Betts, Mihaela Johnson, Christine N. Davis, Alyssa Jordan, and Peyton Williams, Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 178-191

Direct-to-consumer prescription-drug television advertisements often contain superimposed text (supers) to convey information about the advertised product.

YouGov Ad of the Month - US: Google Search

Opinion • BrandIndex, June 2021

The search engine synonymous with the word ‘search’ achieved the highest uplift in Ad Awareness in the US during May.

YouGov Ad of the Month – UK: Premier Inn

Opinion • BrandIndex, June 2021

According to YouGov BrandIndex, Premier Inn achieved the highest uplift in Ad Awareness of any brand in the UK during May.

Embracing multiplicity: Experimenting with outcome-based brand planning

Article • Pete Buckley and Gareth Price, WARC Exclusive, May 2021

Facebook’s Pete Buckley and Gareth Price draw on new research from Oxford University and Kantar to highlight the power of multiplicity in brand building.

How Confused.com drew on Binet & Field to deliver long-term brand success

Article • Brian Carruthers, Event Reports, Festival of Marketing: The Bottom Line, March 2021

Confused.com, the price comparison site, boosted spontaneous awareness with a brand-building campaign, while also driving short-term results with activation efforts.

What we know about brand and advertising awareness

Article • WARC Best Practice, February 2021

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

From accountability to incrementality: How can better measurement help businesses grow?

Research Paper • Minh Nguyen, ESOMAR Conference papers, Insights Festival, 2020

Search engine Google redefined the way it measures advertising to focus on incrementality and demonstrated how it can be used to remove the potential biases found in long-accepted methodologies.

YouGov Ad of the Month – UAE: Global Village October 2020

Opinion • BrandIndex, November 2020

During October, entertainment venue Global Village achieved the highest uplift in Ad Awareness of any brand in the UAE.

YouGov Ad of the Month – US: iPhone

Opinion • BrandIndex, November 2020

YouGov Ad of the Month – US: iPhone

YouGov Ad of the Month – Malaysia: Chipsmore

Opinion • BrandIndex, November 2020

Malaysian chocolate chip cookie Chipsmore is the brand that has achieved the highest uplift in its Ad Awareness during October.

YouGov Ad of the Month – UK: iPhone

Opinion • BrandIndex, November 2020

During October, iPhone achieved the biggest uplift in its Ad Awareness score with a +11.1 point improvement.

How to set marketing budgets

Article • WARC Exclusive, November 2020

Looks at how to set and allocate marketing budgets to help grow business and deliver incremental value.

YouGov Ad of the Month – KSA: Riyad Bank

Opinion • BrandIndex, October 2020

During September, Riyad Bank achieved the highest uplift in Ad Awareness of any brand in Saudi Arabia.

YouGov Ad of the Month – US: The NFL

Opinion • BrandIndex, October 2020

As the National Football League came roaring back to life in September, advertising awareness for the league skyrocketed.

YouGov Ad of the Month – UK: Santander

Opinion • BrandIndex, October 2020

During September, Santander achieved the highest uplift in Ad Awareness of any brand in the UK with a +12.1 rise.

Changing touchpoint influence and relevance as a result of the pandemic

Article • Eric Dherte, WARC Exclusive, October 2020

This research looks at 36 touchpoints for 18 non-alcoholic drinks brands through a methodology that evaluates the relative influence of each touchpoint.

YouGov Ad of the Month – US: Dunkin’

Opinion • BrandIndex, September 2020

Dunkin’, the coffee-and-donut chain, saw Ad Awareness increase by more than any other brand in the US during August.

What we know about combining TV with digital media

Article • WARC Best Practice, July 2021

Provides marketers with information and guidance about combining TV and digital media strategies.
What we know about brand and advertising awareness

Article • WARC Best Practice, February 2021

This article examines and provides guidance for marketers attempting to understand awareness, covering approaches, definitions and key insights.
The WARC Guide to Planning for Attention

Article • WARC Best Practice, June 2020

A summary of new thinking and best practice on Planning for Attention, from the WARC Guide.
What we know about long-term and short-term effectiveness

Article • WARC Best Practice, December 2020

This article provides marketers with information about how to balance long-term and short-term strategies.
Anatomy of effectiveness: A white paper by WARC

Article • WARC Exclusive, June 2019

Summarises current thinking about how to advertise effectively, given the current sense that advertising is not driving the growth it should be.
What we know about engagement

Article • WARC Best Practice, December 2020

Summarises the insights from a series of key papers on engagement – broadly speaking, eliciting feelings and emotion from consumers – although it is difficult to define precisely due to the ever-changing social and technological context in which marketers are trying to achieve and measure it.