Campaign tracking

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What we know about campaign and brand tracking

Article • WARC Best Practice, January 2019

Explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.

What we know about brand and advertising awareness

Article • WARC Best Practice, December 2018

This article examines and provides guidance for marketers attempting to understand awareness, covering approaches, definitions and key insights.

What we know about recall and recognition

Article • WARC Best Practice, December 2018

Provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.

Why the first half-second of a mobile ad is a must-win moment

Article • Geoffrey Precourt, Event Reports, MMA Impact, March 2019

Research led by the Mobile Marketing Association (MMA), the industry body, found that ads typically have less than a second to engage consumers on mobile.

Audio ads relating to consumer activity are more effective

News • 14 May 2019

Advertising that connects content with activities being carried out by an audience boosts its effectiveness in terms of engagement and recall, according to new research.

TV ads have 'variable shelf life' on DVRs

News • 10 May 2019

Television spots may have a “variable advertisement shelf life” among DVR audiences depending on the genre of content they appear in, according to a study published in the Journal of Advertising Research (JAR).

Six-second advertisements on television: Best practices for capturing visual attention

Article • Henry G. Wolf VII and Paul Donato, Journal of Advertising Research, Digital First, April 2019

Six-second advertisements are used widely in digital video but only recently have appeared on television.

A neuroscientific method for assessing effectiveness of digital vs. print ads: using biometric techniques to measure cross-media ad experience and recall

Research Paper • Andrea Ciceri, Vincenzo Russo, Giulia Songa, Giorgio Gabrielli, and Jesper Clement, Journal of Advertising Research, Digital First, April 2019

Marketers can choose among various media to convey advertising, ranging from printed advertising on paper to websites through the Internet and mobile through smartphones and tablets.

Why media context matters for successful ads

News • 26 April 2019

Marketers should consider the media context in which their ads appear when seeking to get their messages remembered, drive brand recognition and recall, and launch new products, according to a paper in the Journal of Advertising Research (JAR).

How the US Open Tennis Championships served up a new logo

Article • Stephen Whiteside, Event Reports, BRITE, March 2019

The US Open Tennis Championships launched a new logo in 2018, a strategic decision that was intended to achieve various goals.

Media 100: Lessons from the world's best campaigns and companies for media innovation 2019

Rankings • Rankings Articles, April 2019

Discusses lessons from the top Media 100 campaigns, including an interview with Stephen Allan, Chief Executive Officer, MediaCom and the top 2019 campaigns.

Cinema ‘turbocharges’ channel planning in combination with TV and online media

Article • Alex Brownsell, WARC Exclusive, April 2019

MESH Experience, the market research company, presented new research into cinema media in a WARC Webinar alongside National CineMedia and Screenvision Media.

Cinema as a superhero medium

Article • Fiona Blades, Doug Pulick and Sarah Barasch, WARC Webinars, March 2019

Fiona Blades, president and chief experience officer at MESH Experience, Doug Pulick, SVP of research at National CineMedia and Sarah Barasch, SVP of insights and measurement at Screenvision Media, analyse how cinema compares to all other touchpoints.

The impact of rational, emotional, and physiological advertising images on purchase intention: How TV ads influence brand memory

Article • Charles Young, Brian Gillespie, and Christian Otto, Journal of Advertising Research, Digital First, March 2019

Academic theory and practitioner-performance metrics both focus on consumer recall and recognition of advertising content.

Advertisements in DVR time: The shelf life of recorded television commercials in drama, reality, and sports programs

Research Paper • Bob Kent, Buffy N. Mosley, and David A. Schweidel, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 73-84

Time-shifted television can time-shift advertising. This study explores the frequency and timing of digital video recorder (DVR) advertising views in a sample of 2015–2016 drama, reality, and sports programs.

Revisiting the relationship between ad frequency and purchase intentions: How affect and cognition mediate outcomes at different levels of advertising frequency

Research Paper • Jennifer Lee Burton, Jan Gollins, Linda E. McNeely, and Danielle M. Walls, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 27-39

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.

Impact of Media Context on Advertising Memory: A Meta-Analysis of Advertising Effectiveness

Research Paper • Eun Sook Kwon, Karen Whitehill King, Greg Nyilasy, and Leonard N. Reid, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 99-128

Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.

Live Video Streaming - A Global Perspective

Research Paper • IAB, June, 2018

Provides brand marketers and publishers with a global benchmark and insights into the value of live streaming to engage with global audiences.

The Interactive Ad Effect: CTAs in Mobile Video Shoppable Ads

Research Paper • IAB, October, 2018

Exploring shoppable mobile video ads and how consumers in the US interacted with them, focusing on video-based interactive ads in a mobile web environment with the goal of understanding what initial calls to action work best.

Is it time to move on from frequency?

Article • Michael Chadwick and Richard Frampton, Admap, March 2019

Considers if the industry has fallen out of love with frequency as our consumption and understanding of media has evolved.

The evolution of effective frequency

Research Paper • Chris Sloane, Admap, March 2019

Looks at the history of frequency theory and what this can teach us in today's media environment.

How biometrics can track attention to TV ads

News • 01 March 2019

Biometric methods like eye tracking and skin conductance are a powerful resource for measuring the attention received by television advertising, according to a new study in the Journal of Advertising Research (JAR).

Are consumers eating their feelings? How memory and emotion create stronger brand connections

Article • Amy Shea and Emily Higgins, WARC Webinars, February 2019

Amy Shea, director of brand experience at Ameritest, and Emily Higgins, vice president of client services at Ameritest, discuss how marketers can build emotion and drive choice in their categories.

Development of the Hypatia Gravity Score to Measure Media Impact

Article • SABRE Awards, Best in Measurement, Post-Campaign Analysis, In2, 2019

Lippe Taylor, a marketing and PR agency, created a strategic metrics measurement to improve value and performance with its clients across categories in the US.

Best measures of attention to creative tactics in TV advertising: When do attention-getting devices capture or reduce attention?

Research Paper • Steven Bellman, Magda Nenycz-Thiel, Rachel Kennedy, Nicole Hartnett, and Duane Varan, Journal of Advertising Research, Digital First, January 2019

Attracting attention is a common goal for advertisers, but there is limited knowledge about how best to measure attention.

What we know about campaign and brand tracking

Article • WARC Best Practice, January 2019

Explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.
What we know about long-term and short-term effectiveness

Article • WARC Best Practice, December 2018

This article provides marketers with information about how to balance long-term and short-term strategies.
What we know about combining TV with digital media

Article • WARC Best Practice, September 2018

Provides marketers with information and guidance about combining TV and digital media strategies.
Brands now compete with life for attention

Article • Tom Doctoroff, Admap Magazine, September 2018, pp. 30-31

Shows how marketers can create impactful engagement across touchpoints, using examples from brands such as Nike, Lego, Red Bull and De Beers.
How advertising attracts attention

Research Paper • Karen Nelson-Field and Erica Riebe, Admap Magazine, September 2018, pp. 18-21

Outlines some of the key discoveries in an investigation into how appropriately captured attention and sales are affected by the creative characteristics of ads.
Understanding brand consideration

Article • Dominic Twose and Polly Wyn Jones, WARC Best Practice, January 2018

Defines what brand consideration is, what generates it and how this may move over time, alongside a look at a large scale exercise by Kantar Millward Brown exploring the relationship between survey measures and sales.