Article
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WARC Best Practice, November 2019
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.
Article
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WARC Best Practice, August 2019
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.
Article
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Alex Brownsell, Event Reports, Mediatel Videoscape Europe online conference, June 2020
Understanding TV viewer personas and how these will shape the future of content discovery.
Article
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Prof. Karen Nelson-Field and Jonathan Waite, WARC Webinars, June 2020
Professor Karen Nelson-Field, Founder and CEO, Amplified Intelligence and Jonathan Waite, Senior Director, Global Media Partnerships, Dentsu Aegis Network answer questions and help plan your attention strategy.
News
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11 June 2020
It is important to test emerging metrics and more agile approaches to understand creative excellence, believes Mars’ Sorin Patilinet, and, with that in mind, the food-to-petcare business is exploring how it can best use attention.
Article
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Sorin Patilinet, WARC Exclusive, June 2020
In today’s overcluttered advertising landscape, the ability to attract consumer attention is a key performance indicator.
Article
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Orlando Wood, WARC COVID-19 Series, May 2020
Details how to advertise in a recession – and, specifically, a health-induced recession caused by disease.
News
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01 May 2020
Advertising avoidance may be lower on radio than is often assumed, according to a study focused on Canada that was published in the Journal of Advertising Research (JAR).
Article
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Alex Brownsell, WARC COVID-19 Series, Future of Audio, April 2020
Analysis of audio advertising referencing COVID-19 by UK supermarket chains including Tesco and Iceland.
Research Paper
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Aaron Michelon, Steven Bellman, Margaret Faulkner, Justin Cohen, and Johan Bruwer, Journal of Advertising Research, Digital First, March 2020
Radio remains popular, delivering an audience reach of over 90 percent, but radio ratings may overestimate real advertising exposure.
News
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04 March 2020
Eurosport, the broadcaster, is using biometric measurement to better understand viewer engagement and to build a benchmark database with different sports.
Article
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Brian Carruthers, Event Reports, QUAL360 Europe, February 2020
Looks at how broadcaster Eurosport is using biometric research techniques to help it shape its sports coverage.
Article
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Alex Brownsell, Event Reports, IAB Research Breakfast, February 2020
An overview of UK news brand The Telegraph’s strategy to increase reader attention quality.
Article
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Geoffrey Precourt, Event Reports, Industry Preview, January 2020
Amazon, the online retailer, is introducing a range of new tools, similar to those available on social media, to help facilitate deeper engagement between brands and consumers.
Article
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Low Lai Chow, Event Reports, VidCon Asia Summit, December 2019
With the right brand-and-creator partnership, organic reach and engagement is still possible for brands Instagram, according to the platform’s APAC's head of partnerships, Nicci Meek.
News
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27 January 2020
The growing popularity of platforms like TikTok highlights the need for marketers to master the short-form video format – a task which necessitates balancing the higher completion rates they can achieve with the lower emotional engagement that such ...
News
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17 January 2020
Fan engagement has never been more important for leading football clubs whose support now ranges far beyond their immediate locale, with numbers reaching into the hundreds of millions – and presenting a significant commercial opportunity.
Opinion
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Patrick Fagan, January 2020
Online ads are cheap and results come in from them fast but, according to Capuchin’s Patrick Fagan, we’re measuring them all wrong.
Article
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Mihkel Jäätma, WARC Best Practice, January 2020
With short-form video advertising becoming more popular, marketers need to better understand how to make shorter formats engaging.
News
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14 January 2020
Healthcare brands have a unique opportunity to use digital content to help people understand what good health outcomes can look like for them, but successfully achieving this requires a structured approach that knows when to introduce brand choice ...
News
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10 January 2020
Marketers that run Super Bowl commercials would benefit from rigorously tracking online and offline word of mouth (WOM) as they seek to determine the effectiveness of their spots, a study in the Journal of Advertising Research (JAR) has argued.
Article
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WARC Evidence, January 2020
Looks at the role of different kinds of brand assets – visual, verbal, auditory – and whether thy help to create shortcuts in consumers’ minds that make brands more memorable and impactful.
Article
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Peter Hammer, Research on WARC, December 2019
Revisits program liking with up-to-date information and tests the effectiveness of advertising in an on-demand TV viewing environment.
Article
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Brian Carruthers, Event Reports, Digital Transformation Conference, November 2019
Premier League club Chelsea engages with fans from around the world, many of whom have a totally different relationship with the team than its UK fans – it is now enhancing the way it relates to its 100 million supporters.
Article
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Anna Sampson, WARC Exclusive, December 2019
An overview of the latest research by Magnetic, the marketing agency for UK magazine media.
