Article
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WARC Best Practice, February 2020
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.
Article
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WARC Best Practice, January 2020
Provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.
Article
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WARC Best Practice, January 2020
This article examines and provides guidance for marketers attempting to understand awareness, covering approaches, definitions and key insights.
News
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11/09/2020
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 ...
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.
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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19/08/2020
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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19/08/2020
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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14/08/2020
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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08/07/2020
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 ...
News
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02/07/2020
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.
Article
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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.
News
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15/06/2020
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.
News
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11/06/2020
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.
News
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10/06/2020
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 ...
News
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08/06/2020
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 ...
Article
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Marc Guldimann and Karl Sjulsen, WARC Exclusive, June 2020
Looks at how it is possible to capture detailed attention metrics using the underpinnings of viewability.
Article
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Caroline Beesley, WARC Exclusive, June 2020
Looks at Co-op's approach of testing new innovations to better understand consumer attention.
Article
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Andrew Green and Nicholas Watson, WARC Exclusive, June 2020
Audience measurement data report on ‘opportunities’ to see or hear advertising messages – these opportunities are defined in different ways depending on the medium.
Article
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Professor Karen Nelson-Field, WARC Exclusive, June 2020
At the moment, media is sold on opportunity or potential to view rather than whether someone has actually seen the ad or not – as it turns out, many don’t see it, yet advertisers still pay.
