Advertising best practice, evidence and insights

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.

What we know about scheduling TV ads

Article • WARC Best Practice, November 2019

This article provides marketers with information and guidance about scheduling TV ads.

Do your ads talk too fast to your audio audience? How speech rates of audio commercials influence cognitive and physiological outcomes

Research Paper • Emma Rodero, Journal of Advertising Research

Speech rate plays a critical role in understanding speech and therefore in advertising messages. Announcers tend to speak fast in radio and television commercials.

Building brand affinity at scale: Establishing the powerful interplay between broadcast content and OOH advertising

Article • Emma Jeffers, WARC Exclusive, October 2019

Reveals insights and findings from Ocean Outdoor and Unibail-Rodamco-Westfield’s research into the impact of digital out-of-home (DOOH) as a broadcast channel and how live broadcasts and pre-scheduled content drives brand affinity and engagement.

Asia's anatomy of effectiveness

Article • WARC Exclusive, October 2019

Summarises current thinking about how to advertise effectively in the APAC region, given the current sense that advertising is not driving the growth it should be.

All experiences are not equal: How to build positive experiences for brand growth

Article • Fiona Blades, Admap, October 2019

Looks at the hot topic of customer experience and how it may be time to embrace brand experience, ensuring every brand encounter is building a distinctive and positive narrative for the brand.

The effects of commercial length on advertising impact: What short advertisements can and cannot deliver

Research Paper • Duane Varan, Magda Nenycz-Thiel, Rachel Kennedy, and Steven Bellman, Journal of Advertising Research

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.

Cultivating appreciation of hedonic products: A synesthetic approach to marketing

Research Paper • Kathryn A. LaTour, Journal of Advertising Research, Vol. 59, No. 3, 2019, pp. 263-267

This article examines how better to engage consumer learning synesthetically through managerial communications with hedonic products.

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, Vol. 59, No. 3, 2019, pp. 295-311

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

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, Vol. 59, No. 3, 2019, pp. 329-341

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

How to capitalise on low attention

News • 04 September 2019

Marketers might spend their time seeking consumers’ undivided and concentrated attention, but new research exposes how to get a brand message across in low attention environments.

The high value of low attention

Article • Professor Karen Nelson-Field and Kellen Ewens, Admap, September 2019

Advertisers can achieve consumer behavioural outcomes even when video viewers are not in a state of high attention, a new study has revealed.

Why Video Advertising Works and How it Works

Research Paper • 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.

Premium Pods

Research Paper • Eldaa Daily, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019

Ameritest, advertising research firm, conducted an independent research study to evaluate the new media offering most visible to TV viewers, premium pods (ad pods that are 60-seconds or less).

Quality Attention

Research Paper • Erik Nylen, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019

Parsec, a media company, helps brand marketers discover the value of media placements by measuring attention.

How faces enhance the impact of print ads

News • 02 August 2019

Print advertising that includes faces, or images that could be interpreted as faces, tends to be more preferred by consumers than ads that do not have this feature, according to a study published in the Journal of Advertising Research (JAR).

Impact of Ad Length on Advertisement Viewership

Research Paper • Srikanth Ayithy, Praveen Tripathi and Rushabh Mehta, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019

BARC, the broadcast audience research council in India, explores the relationship between ad length and ad viewership using two different approaches.

Cannes Lions 2019: Insights from the Creative Effectiveness winners

Article • WARC Exclusive, July 2019

Highlighting trends among the campaigns entered into the 2019 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.

What we know about advertising clutter

Article • WARC Best Practice, July 2019

This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.

How Australia ranks in WARC’s most effective campaigns

Article • Brooke Hemphill, Event Reports, Mumbrella360, June 2019

WARC’s most recent Creative, Effective and Media 100 rankings saw Australia place third overall but fourth in terms of effectiveness.

Why it pays to play by the rules of attention

Article • Tim Elkington, WARC Exclusive, July 2019

Explores the practical steps that brands can take to optimise the attention levels their ads create.

Benchmarks for out-of-home media: Generating insights from an analysis of best-in-class case studies

Research Paper • Outdoor Advertising Association of America, July 2019

Expands the scope of current OOH research and generates benchmark statistics for the memory, attitudinal, and behavioral KPIs for OOH media campaigns.

The anatomy of effectiveness and highlights from Cannes

Article • David Tiltman, WARC Webinars, July 2019

David Tiltman, VP of content at WARC, takes viewers through WARC's white paper 'Anatomy of Effectiveness', and the five key priorities for brand marketers and advertising agencies seeking to achieve greater impact.

Campaign tracking