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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WARC Best Practice, December 2018
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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Faris Yakob, WARC Webinars, October 2019
Looks at the impact when advertising appears in channels that make people feel bad, or alongside unsafe content and how best to manage your brand communication.
Article
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Shazia Ginai, Research on WARC, October 2019
Reveals the insights from a study about if influencer marketing (when done right) evokes intense emotions and creates lasting memories.
News
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26 September 2019
Brand mentions in a podcast deliver higher engagement and achieve cut-through even with ad avoiders, according to new research from the BBC and Neuro-Insight.
News
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18 September 2019
Full motion digital outdoor screens are three times more impactful than traditional static sites, but add technical capabilities like WiFi and AR and that figure jumps to eight times, research shows.
Opinion
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Sam Peña-Taylor, September 2019
The myth that humans now have shorter attention spans than goldfish has been repeated until it’s started to resemble truth.
Article
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Reed Karaim, Event Reports, ANA Digital & Social Media Conference, July 2019
Organic Valley, a cooperative food brand, has sought to build authentic connections with consumers in a way that mirrors the natural qualities of its products.
Article
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Thomas Zoëga Ramsøy, Journal of Advertising Research, Vol. 59, No. 3, 2019, pp. 281-294
Since its modern inception about two decades ago, the use of neuroscience tools and insights in studying advertising has grown an increasing prominence in the researcher's toolbox.
Article
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Helen Haines, WARC Exclusive
Reveals insights from the fourth wave of Ocean Outdoor and Neuro-Insight’s research into the impact of enhanced technology on digital out-of-home advertising effectiveness.
News
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04 September 2019
The Financial Times grew digital subscriptions by 11% in 2018 while its ‘North Star’ reader engagement metric, measured by the frequency and length of reader visits to FT.com.
News
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02 September 2019
HuffPost, the news and opinion site, has successfully boosted engagement with its readers after careful analysis of the time they spend with content and by developing a readership ‘loyalty funnel’.
Article
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Gerard J. Tellis and Deborah J. MacInnis, Admap, September 2019
A US study explored why consumers share certain types of video ads over others, and how brands can adapt creative to increase the chances of virality.
News
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16 August 2019
The UK addressable TV market is growing, with 40% of homes now addressable, and a new report from Sky AdSmart claims this channel delivers higher engagement and clear business results for advertisers.
Article
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WARC Best Practice, August 2019
This article provides marketers with information and guidance about the effective positioning of TV ads.
Research Paper
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Doug Pulick, Sarah Barasch, Jennifer Friedlander and Fiona Blades, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019
Using a new global study, NCM, a wholesaler, and ScreenVision, a media company, put cinema under the spotlight and compared its performance with all other media channels, from TV to digital.
Research Paper
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Bill Harvey and Gaurav Shirole, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019
Details research that used system called DriverTags to discern which of 265 psychological motivators are found in a specific ad, used as a basis for resonance scoring.
Research Paper
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Guido Modenbach and Gerald Neumueller, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019
SevenOne Media, the audio-visual and digital marketer, measured the attentional and emotional condition of recipients in Germany while they watch editorial content and advertising on different video platforms in their homes.
News
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22 July 2019
Consumers respond far more favourably to digital ads that are viewed on trusted editorial sites, suggesting that high-quality journalism has a “halo effect” and generates a more engaged audience for advertisers.
Article
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WARC Best Practice, July 2019
Provides marketers with information and guidance about combining TV and digital media strategies.
Research Paper
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Outdoor Advertising Association of America, July 2019
Provides a detailed examination of America’s travel habits and its exposure to out-of-home advertising including billboards, street furniture, transit and place-based ads.
Research Paper
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Outdoor Advertising Association of America, July 2019
Expands the scope of current OOH research and generates benchmark statistics for the memory, attitudinal, and behavioral KPIs for OOH media campaigns.
Research Paper
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Micael Dahlen, John Karsberg, Sofie Sagfossen, Helge Thorbjornsen, and Fredrik Lange, Journal of Advertising Research, Digital First, June 2019
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.
Article
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Geoffrey Precourt, Event Reports, MMA Impact: Build the future, March 2019
Research funded by the Mobile Marketing Association (MMA) has highlighted three core pillars of marketing, or “stacks”, for brands to consider.
Article
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Brooke Hemphill, Event Reports, Mumbrella Audioland, May 2019
By optimising their creative approach, brands can improve the effectiveness of audio ad campaigns.
