Advertising best practice, evidence and insights

What we know about recall and recognition

Article • WARC Best Practice, January 2020

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, January 2020

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

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, Digital First, December 2019, pp. 1-13

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.

There’s lots to like about likeable TV programs

Article • Peter Hammer, Research on WARC, December 2019

Revisits program liking with up-to-date information and tests the effectiveness of advertising in an on-demand TV viewing environment.

The perception gap around magazine media: why advertisers are missing out

Article • Anna Sampson, WARC Exclusive, December 2019

An overview of the latest research by Magnetic, the marketing agency for UK magazine media.

How consumers respond to ads in news content

News • 06 December 2019

Consumer responses to advertising in news content varies significantly depending on the medium used, according to a study published by the Journal of Advertising Research (JAR).

Forum: Using neuroscience to understand the impact of premium digital out-of-home media

Article • Heather Andrew, Helen Haines and Shaun Seixas, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 588-600

In this article, Heather Andrew and Dr Shaun Seixas of Neuro-lnsight, and Helen Haines from Ocean Outdoor explain how modern brain imaging technology can be applied to measure people's emotional, subconscious responses to different forms of outdoor media, from static paper and paste posters to multisensory advertising screens.

The secrets of UK Christmas advertising success

Article • Daren Poole, Admap, December 2019

Christmas is the height of the advertising year in many Western markets.

The Brand Benefits Study

Case Study • MRS Awards, Finalist, MRS Award for Media Research, 2019

Pearl & Dean, a cinema advertising company, utilised a unique implicit testing methodology to prove that cinema is instrumental in benefiting brands in the UK.

A three-part insight strategy to optimise Tesco’s trade driving print

Case Study • MRS Awards, Winner, Jeremy Bullmore Award for Creative Development Research, 2019

Tesco, a supermarket, optimised its ads to grab consumers' attention in just two seconds in the UK.

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, Digital First, October 2019

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, Digital First, September 2019

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.

Campaign tracking