Research Paper
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Minh Nguyen, ESOMAR Conference papers, Insights Festival, 2020
Search engine Google redefined the way it measures advertising to focus on incrementality and demonstrated how it can be used to remove the potential biases found in long-accepted methodologies.
Research Paper
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Mario Dughi, Utsav Mamoria, Abhinav Mohan, Souvik Roy, ESOMAR Conference papers, Insights Festival, 2020
FMCG multinational Unilever created a hyper-targeted audience to change market behaviour and grow consideration and sales for its Breeze liquid laundry detergent in the Philippines.
Research Paper
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Sungjun (Steven) Park and Byungho Park, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 381-393
Do consumers process mobile advertising on mobile websites and branded apps in the same way? To answer this question, this article examines both the antecedents and consequences of mobile websites and branded apps.
Research Paper
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MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020
Out-of-home (OOH) advertising brands JCDeaux UK, Clear Channel and Posterscope joined forces in cross-industry collaboration to carry out their study Moments of Truth and proved the effectiveness of using contextually relevant messaging in digital OOH advertising (DOOH).
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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Bill Harvey, ARF Experiential Learning, November 2020
Summarises the latest findings on Context Alignment including new third-party validations at scale based on actual sales and branding business outcomes rather than small sample ad communication proxies.
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.
Article
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WARC Best Practice, November 2020
This article provides marketers with information and guidance about scheduling TV ads.
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.
News
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03 November 2020
New research shows 70% of consumers in the UK are more likely to recall an online ad when it runs alongside contextually relevant content.
Article
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Geoffrey Precourt, Event Reports, ARF AUDIENCEXSCIENCE, September 2020
Taco Bell, the quick-service restaurant chain, partnered with General Motors, the automaker, to better understand the impact of radio advertising on people travelling in cars.
Research Paper
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Emma Rodero, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 337-349
Speech rate plays a critical role in understanding speech and therefore in advertising messages. Announcers tend to speak fast in radio and television commercials.
News
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10 September 2020
Gen Z consumers are often considered to have lower attention spans than older generations, but a new global study has revealed they recall advertising content better than millennials and Gen X, particularly when it comes to skippable video ads that l
Article
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WARC Best Practice, September 2020
Examines key insights on product placement, the subtle form of advertising for promoting branded products and services, which can enhance brand awareness, recall and drive sales.
News
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18 August 2020
Australians are watching more ads than they think they are but that doesn’t mean it’s good news for marketers and advertisers.
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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13 August 2020
Low-quality giveaways can “backfire strongly” on brands and have a negative impact that is more memorable to consumers than receiving high-quality items, a study in the Journal of Advertising Research (JAR) has found.
Article
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WARC Best Practice, August 2020
This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.
Article
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WARC Category Intelligence, July 2020
Global strategies, campaign updates and trends in audio.
Research Paper
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Samuel Stäbler, Journal of Advertising Research, Digital First, July 2020
Companies employ giveaways primarily to create awareness and strengthen their brands. Little academic research has examined the effectiveness of giveaways, however.
Opinion
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Mark Barber, July 2020
If something is not looked at, then it cannot be seen. However, if something is not listened to, it will still be heard, writes Mark Barber, Radiocentre’s planning director.
News
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07 July 2020
The most effective advertising is based on emotions but advertisers can also refine their efforts further to boost awareness and recall – and the peak-end rule applies not just to video ads, as a recent study shows, but to the wider consumer experien
News
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01 July 2020
Marketers could benefit from using attention as a unit of trade when buying media, instead of relying on the opportunity or potential to view an ad.
Opinion
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Karen Nelson-Field, June 2020
Bringing together industry heavy-hitters for the WARC Guide to Planning for Attention, Karen Nelson-Field takes you through the value, measurement, application and ethics of Attention. Bringing fairness and transparency back to the advertising ecosystem.
