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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 – 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.

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.

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.

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, Digital First, September 2020

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: 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.

YouGov Ad of the Month – Indonesia: Tehbotol Sosro

Opinion • BrandIndex, September 2020

Sweet tea Tehbotol Sosro is the brand that has achieved the highest uplift in its Ad Awareness during August.

YouGov Ad of the Month – KSA: Panda

Opinion • BrandIndex, September 2020

During August, Panda achieved the highest uplift in Ad Awareness of any brand in Saudi Arabia.

YouGov Ad of the Month – UK: EE

Opinion • BrandIndex, September 2020

During August, EE achieved the highest uplift in Ad Awareness of any brand in the UK with a +10.3 change.

YouGov Ad of the Month – UK: McDonald’s

Opinion • BrandIndex, August 2020

During July, McDonald’s achieved the highest uplift in Ad Awareness of any brand in the UK with a +9.9 point rise.

YouGov Ad of the Month – US: Peacock

Opinion • BrandIndex, August 2020

During July, Peacock was the brand that achieved the greatest increase in ad awareness in the US.

The importance of timing in emotional messages

News • 07 July 2020

The most effective advertising is based on emotions but advertisers can also refine their efforts further to boost awareness and recall – and the peak-end rule applies not just to video ads, as a recent study shows, but to the wider consumer experien

YouGov Ad of the Month – UK: McDonald’s

Opinion • BrandIndex, July 2020

During June, McDonald’s achieved the highest uplift in Ad Awareness of any brand in the UK with a +9.4 point rise.

YouGov Ad of the Month – Singapore: Lazada

Opinion • BrandIndex, July 2020

E-commerce platform Lazada is the brand that has achieved the highest uplift in its Ad Awareness during June.

YouGov Ad of the Month - US: Carvana

Opinion • BrandIndex, June 2020

Carvana, the online used car retailer, saw the greatest uplift in Ad Awareness of any US brand during May.

YouGov Ad of the Month - Saudia Arabia: Vimto

Opinion • BrandIndex, June 2020

During May, soft drinks brand Vimto achieved the highest uplift in Ad Awareness of any brand in Saudi Arabia.

YouGov Ad of the Month - UK: KFC

Opinion • BrandIndex, June 2020

During May, KFC achieved the highest uplift in Ad Awareness of any brand in the UK with a +10.7 rise.

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 combining TV with digital media

Article • WARC Best Practice, July 2020

Provides marketers with information and guidance about combining TV and digital media 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 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.
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.
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.