Article
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WARC Best Practice, September 2021
This article provides marketers with information and guidance about the effective positioning of TV ads.
Article
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WARC Best Practice, September 2021
Provides guidance and information on a much discussed and increasingly relevant topic of dwell time, or the length of a user's exposure to content.
Research Paper
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Colin Campbell and Erin Pearson, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 260-275
Six-second advertisements are a recent advertising format growing in popularity. Despite their growth, little insight exists on how to craft successful six-second advertisements.
Article
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WARC Best Practice, July 2021
Provides marketers with information and guidance about combining TV and digital media strategies.
Article
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Aaron Brooks, WARC Exclusive, July 2021
Looks at three pillars that make up a successful influencer campaign.
Article
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Ashutosh Munshi, WARC Exclusive, Spotlight India, June 2021
Edelman’s Ashutosh Munshi says that with influencer marketing gaining popularity, brands have ways to ensure influencers’ voices are authentic, even as advertising guidelines help to spur more honest communication in brand marketing.
Article
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Samiksha Saxena and Simran Arora, WARC Exclusive, Spotlight India, June 2021
There is no doubt that influencer marketing is here to stay but Mirum India’s Samiksha Saxena and Simran Arora say there are ways to make it an even more effective tool.
Article
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Amandeep Singh, WARC Exclusive, Spotlight India, June 2021
While brands focus on big influencers operating in urban spaces, there is a big ecosystem of new influencers growing in smaller towns and villages across India that presents opportunities, says VMLY&R’s Amandeep Singh.
Article
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Felix Joy, WARC Exclusive, Spotlight India, June 2021
Guidelines by ASCI, the Advertising Standards Council of India, make it mandatory for online influencers to prominently label promotional content, but Blink Digital’s Felix Joy says this will impact their credibility as they are seen to be more trustworthy and authentic.
Article
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Hemant Dua, WARC Exclusive, Spotlight India, June 2021
Do Your Thng’s Hemant Dua suggests ways to allay concerns with fake followers and engagement while maximising the benefits in influencer marketing.
Article
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Vaibhav Odhekar, WARC Exclusive, Spotlight India, June 2021
As influencer marketing becomes more important to brands, it is also evolving with changing demands and technology, and AnyMind Group’s Vaibhav Odhekar shares why it is important to watch the space carefully as it grows.
Data
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Rob Clapp, WARC Data Points (Curated), June 2021
An overview of engagement with social media advertising in Southeast Asia.
Article
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Bill Day, WARC Exclusive, Spotlight US, March 2021
Analyzes research from ten years of evaluating 5,000 local ads in the US, with an emphasis on how consumers responded to advertising during the pandemic.
Article
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Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, December 2020
The Association of National Advertisers (ANA), the trade body, is seeking to bring a greater degree of standardization to the measurement of influencer marketing.
News
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08 February 2021
It is estimated that more than 180 million viewers will have tuned into Sunday’s Super Bowl between the Kansas City Chiefs and the Tampa Bay Buccaneers and, as ever, marketers will study the data to find out which ads scored a hit.
Research Paper
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Aaron Michelon, Steven Bellman, Margaret Faulkner, Justin Cohen, and Johan Bruwer, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 407-416
Radio remains popular, delivering an audience reach of over 90 percent, but radio ratings may overestimate real advertising exposure.
Research Paper
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Micael Dahlen, John Karsberg, Sofie Sagfossen, Helge Thorbjørnsen, and Fredrik Lange, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 417-425
People increasingly are in motion when exposed to advertising, which begs the question, "Are moving consumers more influenced by advertising?" This article builds on grounded cognition–the premise that the body influences the brain–to show that physical activity has positive effects on attitudes and intentions toward an advertisement and a brand.
Research Paper
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MRS Awards Papers, Finalist, MRS Award for Creative Development, 2020
Paddy Power and Betfair, two online betting companies, designed a research approach that combined insight around print and digital's ability to address attention to optimise its messages.
News
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04 December 2020
While there is no creative recipe that will ensure Super Bowl ad success, advertisers can understand the determining factors for successful activation for their campaigns, say two strategy leads at Mano.
News
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02 December 2020
With media budgets tight in many markets, a new WARC report highlights the sort of innovative strategies, that, post-pandemic, brands can use to facilitate talking points and grab attention as well as drive PR and social engagement.
Article
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WARC Best Practice, December 2020
Looks at the importance of strong emotional response, channel fitness-for-purpose and quality targeting in creative execution.
Article
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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.
Research Paper
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Kimberly Rose Clark, Ann Carpenter and Nikita Shaiva, ARF Experiential Learning, November 2020
To better resolve how alignment variations relatively impact advertisement consumption, this paper looks at economic framing and in-moment data streams garnered from the brain and body to assess systematic changes in users' attention and engagement.
Research Paper
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David Evans Ph.D., ARF Experiential Learning, November 2020
Microsoft, a multinational technology company, details how it used audience-testing for its Microsoft 365 Brand Studio, which brought the creative in-house to establish an ecosystem of content from product videos and ads to award-winning web series and documentary-style films.
News
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26 November 2020
Subscription watching delivers a more engaged audience than non-subscription, according to a new study released by Foxtel in partnership with strategic insights consultancy Nature.
