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Campaign tracking

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Planning for inclusion: A media case for conscious advertising

Article • Christopher Kenna, Chris Ladd, Francesca Leronni, Martin Radford, WARC Exclusive, September 2021

Brand Advance and Ebiquity is helping responsible advertisers like Nationwide and GSK find diverse audiences.

Effective frequency: A study based on insights from the Sky Media effectiveness database

Article • Leo Malagoni, WARC Exclusive, August 2021

Exploring the new rules of TV and video ad frequency management.

Does brand matter in digital commerce?

Article • WARC Exclusive, July 2021

Part of the WARC series ‘Rethinking brand for the rise of digital commerce’, this report addresses the importance of brand in digital commerce.

Time to decide: Measuring response time for innovation and brand growth

Article • Research on WARC, June 2021

A study conducted by the Ipsos Global Science Organization in 2020 which examines the role of response time in conflict detection, one of the potential reasons for disruption in the adaptive control function.

Why cheap, low-quality giveaways are bad for brands: Quality of freebies drives consumer attitudes, but personalization can help

Research Paper • Samuel Stäbler, Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 164-177

Companies employ giveaways primarily to create awareness and strengthen their brands. Little academic research has examined the effectiveness of giveaways, however.

Proposal of a method to identify recall ability and brand associations

Research Paper • Masao Ueda, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 386-400

The purpose of this research is to develop a method to identify the ability to recall brand association and clarify which brand association is able to discriminate the recall ability.

The 2021 SoundOut Index: A report on the effectiveness, market penetration and personality of the world's best known sonic logos

Article • Research on WARC, May 2021

The industry’s first ever in depth analysis on how effectively sonic branding is currently being used by major organisations, providing long overdue benchmarks and brand tracking metrics.

Unlocking the new currency of attention: A UK perspective

Article • Research on WARC, May 2021

Presents the findings from a large-scale, robust research study to test and quantify the relationship between ad attention and brand outcomes.

What we know about campaign and brand tracking

Article • WARC Best Practice, April 2021

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 short-form video

Article • WARC Best Practice, May 2021

Provides marketers with information and guidance about short-form video.

Facebook research: Diverse and inclusive representation in online advertising

Article • Facebook, Research on WARC, April, 2021

Looks at diverse and inclusive representation in online advertising.

From brand lift to memory recall: How news media boosts ad impact

Article • Low Lai Chow, Event Reports, CMO Australia webinar: Reframing Perceptions of Old School Advertising in the New Consumer Normal

A study commissioned by Australian media alliance ThinkNewsBrands examines the impact of news platforms on consumers’ path to purchase by focusing on memory effects, brand attitudes and purchase propensity.

What we know about recall and recognition

Article • WARC Best Practice, February 2021

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

What we know about brand and advertising awareness

Article • WARC Best Practice, February 2021

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

From accountability to incrementality: How can better measurement help businesses grow?

Research Paper • 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.

Seed audiences – “From not knowing you to tapping into millions like you”: Leveraging hypertargeting to maximise media ROI

Research Paper • 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.

Advertising on mobile apps versus the mobile web: Which delivers better advertisement recognition and willingness to buy?

Research Paper • 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.

JCDecaux UK: The moments of truth

Research Paper • 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).

Operationalizing context congruence classifications: Evaluating the relative efficacy of economically framed media environment alignments through the lens of consumer neuroscience

Research Paper • 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.

Context alignment now has been third party validated against business outcomes

Research Paper • 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.

How Microsoft builds brands for the whole person

Research Paper • 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.

What we know about scheduling TV ads

Article • WARC Best Practice, November 2020

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

Why you need a strong brand to win in e-commerce: Adidas' Simon Peel

Opinion • 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.

Everything in context – study reveals power of content-relevant ads

News • 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.

Taco Bell and General Motors use connected cars to understand the impact of radio ads for consumers on the move

Article • 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.

What we know about combining TV with digital media

Article • WARC Best Practice, July 2021

Provides marketers with information and guidance about combining TV and digital media strategies.
The WARC Guide to Planning for Attention

Article • WARC Best Practice, June 2020

A summary of new thinking and best practice on Planning for Attention, from the WARC Guide.
What we know about brand and advertising awareness

Article • WARC Best Practice, February 2021

This article examines and provides guidance for marketers attempting to understand awareness, covering approaches, definitions and key insights.
What we know about long-term and short-term effectiveness

Article • WARC Best Practice, December 2020

This article provides marketers with information about how to balance long-term and short-term strategies.
Anatomy of effectiveness: A white paper by WARC

Article • WARC Exclusive, June 2019

Summarises current thinking about how to advertise effectively, given the current sense that advertising is not driving the growth it should be.
What we know about engagement

Article • WARC Best Practice, December 2020

Summarises the insights from a series of key papers on engagement – broadly speaking, eliciting feelings and emotion from consumers – although it is difficult to define precisely due to the ever-changing social and technological context in which marketers are trying to achieve and measure it.