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Using neuroscience to assess the effectiveness of packaging redesigns

Article • Aoife McGuinness, WARC Exclusive, October, 2020

The human brain is wired to see structure, logic, and patterns: it helps us make sense of the world.

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, Vol. 60, No. 3, 2020, pp. 337-349

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

Australians watched more ads than they thought but true attention remains scarce

News • 18 August 2020

Australians are watching more ads than they think they are but that doesn’t mean it’s good news for marketers and advertisers.

Mixing it up: Diversifying ad formats to achieve more

Article • Taylor Ward and Kara Manatt, WARC Exclusive, August 2020

Research from Twitter, Magna Global and IPG Lab into how advertisers can boost effectiveness through ad format synergy.

Understanding the new attention economy

News • 07 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 Gu

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.

Defining the added value of attention measurement

Article • 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.

Using attention to scale creative excellence at Mars

Article • Sorin Patilinet, WARC Exclusive, June 2020

In today’s overcluttered advertising landscape, the ability to attract consumer attention is a key performance indicator.

In-car radio and FMCG purchase intent

News • 19 May 2020

Radio ads heard in the car on the way to the supermarket have a significant effect on purchasing intentions, according to new research on FMCG advertising.

Advertising in 2030: Expert predictions on the future of advertising

Article • Kate Scott-Dawkins and Mark Syal, Research on WARC, May 2020

With so little certainty around what brand marketers should expect over the coming decade, this research sets out to identify the boundaries of expectation and the areas of conventional wisdom and agreement.

New research suggests Covid-related ads draw more attention

News • 28 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.

An exception to the distancing rule – for advertisers only

News • 05 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.

Why light and non-users need to be the focus of advertising

News • 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.

Eurosport builds biometric benchmarks

News • 04 March 2020

Eurosport, the broadcaster, is using biometric measurement to better understand viewer engagement and to build a benchmark database with different sports.

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, Vol. 60, No. 1, 2020, pp. 54-70

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.

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, Vol. 60, No. 1, 2020, pp. 71-86

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.

Eurosport taps biometrics for improved sports coverage

Article • Brian Carruthers, Event Reports, QUAL360 Europe, February 2020

Looks at how broadcaster Eurosport is using biometric research techniques to help it shape its sports coverage.

Why Burger King's mouldy burger ad doesn't work

Opinion • Phil Barden, February 2020

Burger King says its latest ad is part of a long-term strategy, but any execution also needs to work on its own. And on that basis, says Phil Barden, the fast-food giant is unlikely to succeed in its comms objective.

Understanding the impact of short-form ads

News • 14 February 2020

Shorter form ads can at least match the performance of 15-second commercials on various important metrics for brands, according to a paper published in the Journal of Advertising Research (JAR).

Shortcutting video: The impact of ultra short ads

Article • Research on WARC, February 2020

In a world where consumers are becoming increasingly impatient, more easily distracted and stimulated, we have to avoid too long or too little entertaining expressions, the shorter the better.

Mastering short-form video

News • 27 January 2020

The growing popularity of platforms like TikTok highlights the need for marketers to master the short-form video format – a task which necessitates balancing the higher completion rates they can achieve with the lower emotional engagement that such f

Digital advertising works by making memories, not delivering clicks

Opinion • Patrick Fagan, January 2020

Online ads are cheap and results come in from them fast but, according to Capuchin’s Patrick Fagan, we’re measuring them all wrong.

What we know about new ad testing methods

Article • WARC Best Practice, December 2019

This article summarises key insights from a series of papers on new ad testing methods which are driven by advances in technology and neuroscience and must focus on consumers' rational and emotional drivers.

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).

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

Research Paper • MRS Awards Papers, 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 behavioural economics

Article • WARC Best Practice, September 2020

This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing 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.
Advertising in 2030: Expert predictions on the future of advertising

Article • Kate Scott-Dawkins and Mark Syal, Research on WARC, May 2020

With so little certainty around what brand marketers should expect over the coming decade, this research sets out to identify the boundaries of expectation and the areas of conventional wisdom and agreement.
Developing brand assets

Article • Dominic Twose, WARC Best Practice, January 2020

This article explores the importance of building strong branding into marketing activity and how to develop brand assets.
Marketer's Toolkit 2020: The pivot back to brand (Economy)

Article • WARC Trends, November 2019

Part of WARC's Marketer’s Toolkit 2020, this chapter offers a deep dive into investment trends for brands in 2020.
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, Vol. 60, No. 1, 2020, pp. 54-70

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.