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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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 ...
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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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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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.
Case Study
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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.
Case Study
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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.
Research Paper
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Tom van Bommel, ESOMAR, Fusion, 2019
Looks at how different types of advertising media operate and interact to sway a customer's purchase decisions towards a particular direction.
News
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13 November 2019
Indonesia is highly responsive and sensitive to the quality of content environments and the corresponding ads seen, according to a study by Integral Ad Science (IAS).
News
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31 October 2019
Influencers can generate a significantly stronger emotional response and higher levels of memory encoding than TV ads, according to research seeking to move the measurement of influencer marketing effectiveness beyond reach and engagement metrics.
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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Ian Forrester and 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.
