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.
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.
Opinion
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Alex Brownsell, December 2019
Industry excitement is growing around the transformative potential of addressable TV advertising. This may be a little premature, writes Alex Brownsell.
News
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11 December 2019
Christmas advertising in the UK sets the bar for what more brands should be doing year-round, according to Kantar: eight out of ten Christmas ads use a story, as opposed to just four in ten that use stories in the rest of the year.
Article
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Low Lai Chow, Event Reports, FUTR Asia Summit, October 2019
Explores the benefits for advertisers of using visual call-to-actions in digital media, including user-generated content.
Research Paper
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Brad Fay, Ed Keller, and Rick Larkin, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 433-439
Generating “buzz” is a marketing objective for many Super Bowl advertisers, but “buzz” as a campaign objective should not be limited to big tent-pole events like the Super Bowl.
Research Paper
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Jennifer Lee Burton, Kristen M. Mueller, Jan Gollins, and Danielle M. Walls, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 391-401
Every year, executives debate whether to release their Super Bowl advertisements early on social media or whether this early release will hurt the surprise and impact of being seen for the first time during the most viewed televised sporting event in the United States.
Research Paper
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MRS Awards, Finalist, MRS Award for Media Research, 2019
Twitter, the social media app, found that co-ordinating media campaigns across Twitter and TV in the UK drives double digit lifts across a range of brand metrics.
Research Paper
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MRS Awards, Finalist, Virginia Valentine Award for Cultural Insights, 2019
New work by Orlando Wood of System1 shows how cultural insight and large-scale data analysis can combine to uncover a hidden and highly significant trend within marketing and advertising.
