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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08 July 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 ...
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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11 June 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 June 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 June 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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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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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.
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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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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Sorin Patilinet, WARC Exclusive, June 2020
In today’s overcluttered advertising landscape, the ability to attract consumer attention is a key performance indicator.
Article
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Jonathan Waite, WARC Exclusive, June 2020
The current impression measurement system is confused and needs challenge and disruption.
Opinion
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Professor Karen Nelson-Field, June 2020
Human attention, as a measure of effectiveness, is fast becoming a unit of trade. Media effectiveness research continues to find imbalance that disadvantages advertisers.
Article
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WARC Best Practice, June 2020
A summary of new thinking and best practice on Planning for Attention, from the WARC Guide.
News
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15 May 2020
Brands seeking to deliver a coronavirus-focused video message need to concentrate as much on the environment surrounding this material as the creative execution, according to a new study.
News
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29 April 2020
A study by the research firm Lumen indicates that ads adapted to the coronavirus situation draw people’s attention more than the pre-crisis norm.
News
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06 April 2020
Advertisers who are avoiding environments where news related to the COVID-19 outbreak appears should actually be doing the exact opposite, according to newly released eye-tracking research.
Article
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WARC Best Practice, April, 2020
Provides marketers with information and guidance about short-form video.
News
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27 March 2020
If you want consumers to recall a brand, leave your static out of home (OOH) ad up for longer, preferably more than 18 months, a new study in Malaysia concludes.
Article
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Allan Breiland and Natalie Stanbury, WARC Exclusive, March 2020
Offers an overview of a recent study by IAB Australia and Kantar into the effect of digital media on brand building.
News
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19 March 2020
Traditional assumptions about how and why users and non-users of a brand consume that brand’s advertising have been challenged by a new eye-tracking study comparing attention levels and recall among different consumer groups.
News
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05 March 2020
The behaviour of the consumer in the real world rarely corresponds with marketers’ predictions, thanks in part to the way the human brain filters the huge amount of information thrown at it daily.
News
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04 March 2020
KitchenAid, the appliance brand owned by Whirlpool, deployed a smart ad sequencing strategy as it engaged consumers on YouTube, the video-sharing platform.
