Article
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WARC Best Practice, September 2020
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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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, September 2020
This article provides marketers with information and guidance about the effective positioning of TV ads.
News
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19/08/2020
Mars, the food-to-petcare business, sees attention as an important metric in its digital advertising – and “peak attention” in particular as a crucial moment for delivering an emotional message.
News
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19/08/2020
While Direct Mail and Door Drop volumes in the UK have declined during the pandemic crisis, more time spent at home has seen double digit increases in how much consumers are interacting with and sharing their mail and consequently the length of ...
Article
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Taylor Ward and Kara Manatt, WARC Exclusive, August 2020
Research from Twitter, Magna Global and IPG Lab into how advertisers can boost effectiveness through ad format synergy.
Data
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WARC Data, July 2020
Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
Article
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WARC Best Practice, July 2020
Provides marketers with information and guidance about combining TV and digital media strategies.
Opinion
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Mark Barber, July 2020
If something is not looked at, then it cannot be seen. However, if something is not listened to, it will still be heard, writes Mark Barber, Radiocentre’s planning director.
Opinion
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Faris Yakob, July 2020
The way we trade attention in the form of digital media in a murky market has led to a deep misunderstanding of this complex area, argues Faris Yakob - but some thinkers are advocating for alternatives.
News
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02/07/2020
Marketers could benefit from using attention as a unit of trade when buying media, instead of relying on the opportunity or potential to view an ad.
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.
News
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26/06/2020
Google Japan’s Thank You campaign has been ranked the most emotionally engaging coronavirus campaign in the world, according to analysis by Unruly.
Opinion
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Karen Nelson-Field, June 2020
Bringing together industry heavy-hitters for the WARC Guide to Planning for Attention, Karen Nelson-Field takes you through the value, measurement, application and ethics of Attention.
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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11/06/2020
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.
Opinion
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Cari Kesten, June 2020
The hunt for attention It seems our days are getting longer and our attention spans are getting shorter.
Article
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Huan Chen, Rang Wang, Xuan Liang, International Journal of Market Research, Vol. 63, No. 3, 2020, pp. 314-334
A qualitative study was conducted to explore Chinese advertising practitioners’ perceptions and interpretations of engagement in the digital era.
Article
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Orlando Wood, WARC Exclusive, May 2020
Details how to advertise in a recession – and, specifically, a health-induced recession caused by disease.
News
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01/05/2020
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, Event Reports, 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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04/03/2020
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.
