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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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.
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.
Research Paper
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Pedro Almeida and Nuno Miranda, ESOMAR, Congress, 2019
MindProber, an automated consumer neuroscience company, and Eleven Sports, a leading European sports OTT broadcaster, monitored the reactions of a panel of hundreds of fans of the UEFA Champions League games, allowing the broadcaster to improve product optimization and commercial efficacy.
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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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.
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.
