Rankings
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Rankings Articles, April 2021
A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.
Opinion
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Cathy Taylor, March 2021
This article is part of the March 2021 Spotlight US series, “Media strategies for a shifting US landscape.” Read more
Article
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Mike Piner, WARC Exclusive, Spotlight US, March 2021
Looks at the legacy business model of the US TV upfront sales market, and how it can change to embrace a wider set of business goals.
Article
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WARC Strategy Toolkit, March 2021
This article looks at the nuts and bolts of bringing a marketing strategy to life – how to write a creative brief, and how to brief it successfully.
Opinion
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Mike Follett, February 2021
Mike Follett, Managing Director, Lumen, responds to Facebook’s Ian Edwards and Harry Davison and argues that the smartest media planners are talking about ‘attention strategies’, utilising different ’shapes of attention’ provided by different media to achieve different aims.
Opinion
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Marc Guldimann, February 2021
Marc Guldimann, CEO of Adelaide argues that letting media sellers optimize to outcomes at the expense of media quality, or worse, transacting on outcomes, creates a set of incentives and measures that sellers with sufficient data can easily game.
News
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08 February 2021
A new whitepaper from Google uncovers some of the strategies developed by the firm’s own marketers – here, we explore the waterfall media planning strategy.
Opinion
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Lena Roland, January 2021
Despite the turbulence of last year – or, perhaps, because of it – the marketing community unveiled a wide range of research and fresh thinking that can help boost effectiveness in 2021 and beyond.
Article
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Professor Karen Nelson-Field, WARC Exclusive, January 2021
Advice on how advertisers can practically apply consumer attention data to improve marketing effectiveness.
Article
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WARC Best Practice, January 2021
새로운 마케팅 리서치에 대한 새로운 사고와 모범 사례 요약.
Article
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Mike Follett, WARC Exclusive, January 2021
New cross media attention research attempts to show how much more visual engagement ads in one media generate than another, and if this extra attention is reflected in the price advertisers pay.
Opinion
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Zofia Iwaszkiewicz, December 2020
During 2020 Kantar has published seven category-specific media effectiveness investigations covering food and drink, tech and telco, alcohol, finance,
News
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16 December 2020
Attention can act like grocery unit pricing and provide a missing ‘relative quality’ layer in media planning, says Professor Karen Nelson-Field, so helping advertisers to understand performance of different platforms using a common metric of value.
Research Paper
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Micael Dahlen, John Karsberg, Sofie Sagfossen, Helge Thorbjørnsen, and Fredrik Lange, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 417-425
People increasingly are in motion when exposed to advertising, which begs the question, "Are moving consumers more influenced by advertising?" This article builds on grounded cognition–the premise that the body influences the brain–to show that physical activity has positive effects on attitudes and intentions toward an advertisement and a brand.
Article
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WARC Best Practice, December 2020
Looks at the importance of strong emotional response, channel fitness-for-purpose and quality targeting in creative execution.
Research Paper
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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.
Opinion
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Caroline Schicketanz, November 2020
In the fifth of Kantar’s category-specific touchpoint investigations, Caroline Schicketanz explores effective touchpoint management for personal care and beauty brands.
Article
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WARC Best Practice, October 2020
Explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.
Opinion
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James Shoreland, September 2020
Brands should be concerned with a potential reduction in opportunities to align themselves with culturally-relevant content, writes James Shoreland.
Article
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WARC Best Practice, September 2020
Provides guidance and information on a much discussed and increasingly relevant topic of dwell time, or the length of a user's exposure to content.
Article
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Scindya Datt, WARC Exclusive, August 2020
PHD’s Scindya Datt outlines the key shifts in Southeast Asia’s media consumption patterns and looks ahead to how brands can move beyond pandemic conditions.
Article
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Michael J. McDermott, ANA, ANA Magazine, August, 2020
Facing shrinking budgets and C-suite demands to demonstrate ROI for all expenditure, marketers now face a curveball the likes of which they have never seen before: dealing with the marketing impact of COVID-19 and radical changes in consumer behaviour.
Opinion
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Sahaj Chawla, August 2020
In the second of Kantar’s category-specific touchpoint investigations for WARC, Sahaj Chawla takes a look at media effectiveness for tech and telco brands.
Article
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WARC Best Practice, August 2020
This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.
Article
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WARC Best Practice, July 2020
Provides marketers with information and guidance about combining TV and digital media strategies.
