Article
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Sangeeta Tanwar, Event Reports, Mint CX Summit, October 2021
Consumer insights hold the key to effective buyer engagement and retention, and brands that can identify and work on these insights can make a big difference by delivering a superlative consumer experience.
Naysla Edwards, Vice President Brand, Charge Cards & Member Experience for American Express, Australia and New Zealand, speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2022 about how the company has weathered the pandemic and how it is preparing for the opening up of Australia and the world. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .
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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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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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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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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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.
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.
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.
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.
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.
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.
