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.

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.

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.

Why Video Advertising Works and How it Works

Research Paper • Guido MoWroriridenbach 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.

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.

Nielsen out-of-home advertising study 2019

Research Paper • Outdoor Advertising Association of America, July 2019

Provides a detailed examination of America’s travel habits and its exposure to out-of-home advertising including billboards, street furniture, transit and place-based ads.

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.

What we know about product placement

Article • WARC Best Practice, July 2019

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.

Mobile advertising: Do or die in the first second

Article • Anil Thakraney, WARC Exclusive, July 2019

Research from the MMA (Mobile Marketing Association) and Advertising Research Foundation suggests that advertisers have less time than they think to influence consumers on mobile.

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.

Effects of face images and face pareidolia on consumers? Responses to print advertising: An empirical investigation

Research Paper • Gianluigi Guido, Marco Pichierri, Giovanni Pino, and Rajan Nataraajan, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 219-231

This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.

Six-second advertisements on television: Best practices for capturing visual attention

Article • Henry G. Wolf VII and Paul Donato, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 196-207

Six-second advertisements are used widely in digital video but only recently have appeared on television.

How physiological appeals work for QSR brands

News • 24 May 2019

Quick-service restaurant chains may be able to fuel purchase intent by tapping “physiological appeals” based on sensory or behavioural imagery in their TV ads, a study published by the Journal of Advertising Research (JAR) has found.

Why the first half-second of a mobile ad is a must-win moment

Article • Geoffrey Precourt, Event Reports, MMA Impact, March 2019

Research led by the Mobile Marketing Association (MMA), the industry body, found that ads typically have less than a second to engage consumers on mobile.

Audio ads relating to consumer activity are more effective

News • 14 May 2019

Advertising that connects content with activities being carried out by an audience boosts its effectiveness in terms of engagement and recall, according to new research.

TV ads have 'variable shelf life' on DVRs

News • 10 May 2019

Television spots may have a “variable advertisement shelf life” among DVR audiences depending on the genre of content they appear in, according to a study published in the Journal of Advertising Research (JAR).

A neuroscientific method for assessing effectiveness of digital vs. print ads: using biometric techniques to measure cross-media ad experience and recall

Research Paper • Andrea Ciceri, Vincenzo Russo, Giulia Songa, Giorgio Gabrielli, and Jesper Clement, Journal of Advertising Research, Digital First, April 2019

Marketers can choose among various media to convey advertising, ranging from printed advertising on paper to websites through the Internet and mobile through smartphones and tablets.

Why media context matters for successful ads

News • 26 April 2019

Marketers should consider the media context in which their ads appear when seeking to get their messages remembered, drive brand recognition and recall, and launch new products, according to a paper in the Journal of Advertising Research (JAR).

How the US Open Tennis Championships served up a new logo

Article • Stephen Whiteside, Event Reports, BRITE, March 2019

The US Open Tennis Championships launched a new logo in 2018, a strategic decision that was intended to achieve various goals.

Campaign tracking