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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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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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.
News
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04 December 2020
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.
News
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02 December 2020
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.
Article
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WARC Best Practice, December 2020
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, December 2020
Looks at the importance of strong emotional response, channel fitness-for-purpose and quality targeting in creative execution.
Research Paper
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Kimberly Rose Clark, Ann Carpenter and Nikita Shaiva, ARF Experiential Learning, November 2020
To better resolve how alignment variations relatively impact advertisement consumption, this paper looks at economic framing and in-moment data streams garnered from the brain and body to assess systematic changes in users' attention and engagement.
Research Paper
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David Evans Ph.D., ARF Experiential Learning, November 2020
Microsoft, a multinational technology company, details how it used audience-testing for its Microsoft 365 Brand Studio, which brought the creative in-house to establish an ecosystem of content from product videos and ads to award-winning web series and documentary-style films.
News
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26 November 2020
Subscription watching delivers a more engaged audience than non-subscription, according to a new study released by Foxtel in partnership with strategic insights consultancy Nature.
Article
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Biprorshee Das, Event Reports, Zee MELT conference, September 2020
At Zee Melt, Sixieme Son’s Ella Duda, outlines why sonic branding is something brands can no longer ignore or approach as an afterthought.
Article
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Ana Jiménez Núñez and Leander Sodji, WARC Exclusive, November 2020
Key takeaways for Super Bowl advertisers from Mano’s annual Super Bowl Compass report.
Opinion
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David Tiltman, November 2020
In 2019, Simon Peel made headlines when he gave an in-depth account of his brand’s attempts to make its media investment more effective. Here, the Senior Director – Global Media at adidas speaks to WARC’s David Tiltman for the Marketer’s Toolkit 2021 about what’s changed during the pandemic, and how media strategy will evolve in 2021.
Article
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WARC Exclusive, November 2020
Looks at how to set and allocate marketing budgets to help grow business and deliver incremental value.
Article
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Stephen Whiteside, Event Reports, Advertising Week, October 2020
Analysis of attention levels to content and advertising, as watched live and on-demand, provides various telling insights about how consumers are responding to this material.
Article
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Nicole Greenfield-Smith, WARC Exclusive, October, 2020
The perceived cost and scale of an advertising channel can enhance brand attributes in the eyes of the consumer.
Research Paper
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Colin Campbell and Erin Pearson, Journal of Advertising Research, Digital First, October 2020
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.
Data
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Rob Clapp, WARC Data Points, November 2020
An overview of the effectiveness of host-read podcast advertising compared to messages not read by the host.
Opinion
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Jenny Stanley, October 2020
Have you ever noticed a QR code on the milk carton, wine bottle or yoghurt pot? If you scan it with your smart phone camera – it will take you to a connected experience where you will find product information, discount codes, competitions and interactive games or virtual reality experiences.
Article
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Christophe Castagnera, WARC Exclusive, October 2020
Advice on how brands can more accurately measure the impact of customer experiences.
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, September 2020
This article provides marketers with information and guidance about the effective positioning of TV ads.
News
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18 August 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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18 August 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 time
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.
