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.
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 ...
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.
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 ...
Prof. Karen Nelson-Field and Jonathan Waite, WARC Webinars, June 2020
Professor Karen Nelson-Field, Founder and CEO, Amplified Intelligence and Jonathan Waite, Senior Director, Global Media Partnerships, Dentsu Aegis Network answer questions and help plan your attention strategy.
Digital media viewability metrics don’t necessarily reflect quality and advertising could take a lesson in this regard from the used car market, according to Marc Guldimann and Karl Sjulsen of New York-based consultancy Adelaide.
It is important to test emerging metrics and more agile approaches to understand creative excellence, believes Mars’ Sorin Patilinet, and, with that in mind, the food-to-petcare business is exploring how it can best use attention.
A complacent – and confusing – media measurement system needs shaking up and any new structure for planning and buying communications strategies should have have consumer attention at its heart, says a senior executive at Dentsu Aegis Network in ...
The notion of using attention to assess ad impact and ad delivery is gaining ground and advertiser money is beginning to flow – so it’s vital that all parties are agreed on definitions and measurement, says Professor Karen Nelson-Field in The WARC ...
Duane Varan, Magda Nenycz-Thiel, Rachel Kennedy, and Steven Bellman
There are competing explanations for why longer advertisements are remembered better, such as more time to memorize, add branding and claims, tell stories, and get attention, with some acknowledgment of diminishing returns.