Advertising best practice, evidence and insights

Article • WARC Best Practice, September 2017

This paper summarises knowledge and offers guidance and reading on mobile research, encompassing both the methodological use of mobile devices and technologies in the research process, and the research of consumer mobile habits.

Optimizing mobile survey research

Article • ARF - Knowledge at Hand, 2018

Provides an overview of optimizing mobile market research, including data about the extent of its use, as well as recommendations and best practice.

Barclaycard finds a serious Gen Z

News • 22 February 2018

BERLIN: Gen Z poses a challenge for traditional financial brands, but credit card company Barclaycard found a way to engage them and discovered a serious generation focused on preparing for their future.

How Barclaycard engaged Gen Z in the research process

Article • Brian Carruthers, Event Reports, Qual360 Europe, February 2018

Barclaycard, the credit card issuer, needed to find out how their payment system would fit into young people's lives.

The sweet smell of success: how IFF brought ‘freshness’ to market in Vietnam

Article • Brian Carruthers, Event Reports, Qual360 Europe, February 2018

International Flavors & Fragrances Inc, a manufacturer of - among other things - laundry products, needed to reconceptualise its idea of freshness for the Vietnamese market.

How emojis could boost survey completion

News • 26 January 2018

NEW YORK: Nearly one in three consumers respond to online surveys on smartphones, and using tools like emojis could boost engagement without hurting data quality, according to a paper in the Journal of Advertising Research (JAR).

Mobile surveys give KFC Thailand deep insights

News • 25 January 2018

BANGKOK: KFC Thailand has used mobile consumer surveys to better understand its consumer market, using the data to fuel advertising investment, product testing and a deeper understanding of consumer behaviour.

KFC Thailand draws consumer insights with mobile

Article • Anna Hamill, Event Reports, IIeX Asia Pacific, December 2017

KFC Thailand has used mobile consumer surveys to better understand their consumer market amid changes in category behaviours, using the data to fuel advertising investment, product testing and in-store testing.

Orange and the immersive fan experience

Article • Brian Carruthers, Event Reports, MRMW Europe, November 2017

Sports sponsorship activations are commonly focused on the stars, but mobile operator Orange chose to make the fans the heroes of its sponsorship of the 2016 UEFA European Championship.

Faites vos jeux: McCormick bets on micro-moments

Article • Brian Carruthers, Event Reports, MRMW Europe, November 2017

McCormick, the seasonings company, has acquired a detailed understanding of the consumer journey in order to know which micro-moments to target.

Measuring Audience Reach of Outdoor Advertisements: Using Bluetooth Technology to Validate Measurement

Research Paper • Bill Page, Zachary Anesbury, Sophia Moshakis and Alicia Grasby, Journal of Advertising Research, Digital First, December 2017

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Audience Measurement 5.0: Pushing the Boundaries

Article • Andrew Green, Research on WARC, December 2017

How Audience Measurement 5.0 is developing, what implications it may have and how industry players will have to change in order to adopt such methods.

How Brands Can Make Smarter Decisions in Mobile Marketing: Strategies for Improved Media-Mix Effectiveness and Questions for Future Research

Research Paper • Vassilis Bakopoulos, John Baronello, and Rex Briggs, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 447-461

Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.

How Effective Are Emojis in Surveys Taken on Mobile Devices? Data-Quality Implications and the Potential to Improve Mobile-Survey Engagement and Experience

Research Paper • Christopher Bacon, Frances M. Barlas, Zoe Dowling, and Randall K. Thomas, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 462-470

The use of emojis as an alternative to text in mobile surveys has been examined for its potential to improve engagement without reducing data quality.

VERY / Shop Direct: A Very Dynamic Black Friday

Case Study • Direct Marketing Association - UK, Gold, 2017

Very, a British online retailer, created OOH shop windows in the UK in order to drive customers to its website during Black Friday Weekend.

Meet the appfluencers: How connected data can be used to identify the next big thing

Research Paper • Mark Jefford, ESOMAR, Big Data World, November 2017

YouGov used connected data to discover success factors of mobile apps in the US and predict what apps will be popular in 2018, based on its findings.

Mobile boosts Diageo's research in Africa

News • 24 November 2017

ACCRA: Rapid and effective qualitative market research using mobile phones is helping drinks giant Diageo revamp its advertising and better understand the positioning of its brands in African markets.

Diageo Africa: UMOJA – A story of unity and innovation

Research Paper • Galbin Holt and Paul Thomas, ESOMAR, Global Qualitative, November 2017

An innovative mobile qualitative approach is helping British alcoholic drinks brand Diageo's African research and innovation teams make better business decisions routed in local culture across five African markets.

FrieslandCampina Vietnam/YoMost: Ship. Learn. Iterate.

Case Study • MMA Smarties, Finalist, 2017

YoMost, a drinking yoghurt company in Vietnam, launched a campaign to strengthen its market position and build spontaneous brand awareness.

Holanda: The coolest way to freeze hunger

Case Study • MMA Smarties, Finalist, LATAM, 2017

Holanda, a Unilever food brand in Mexico, launched Mordisko, a cookie-based ice cream, with the help of mobile technologies and personalised messages.

How VR boosts recall and creates brand empathy

Research Paper • Vanessa Evans, Amy Hunt and Cassidy Rouse, Admap, October 2017, pp. 20-21

This article examines research carried out in the US by Samsung and Starcom into the benefits of VR in building emotionally engaging brand experiences.

Pantene anti-dandruff sachet launch using "Micro Targeting at Scale"

Case Study • MMA Smarties, Silver, Indonesia, 2017

Pantene, a haircare brand, launched a micro-targeting campaign to reach and engage with females across Indonesia.

Sensodyne Stories

Case Study • MMA Smarties, Finalist, Indonesia, 2017

Sensodyne, a toothpaste brand, increased brand consideration and growth by creating a campaign that used influencer testimonials and an interactive check-up to educate consumers on sensitivity.

Microsoft: AI driven programmatic mobile marketing

Case Study • MMA Smarties, Finalist, EMEA, 2017

Microsoft, a technology company, raised awareness of its new HP Spectre laptop in the UK by collaborating with Conde Nast to produce a video content series, using LoopMe's AI technology.

AXA: One Step Ahead

Case Study • MMA Smarties, Gold, EMEA, 2017

AXA, the international insurance firm, increased sales and brand awareness by using digital out of home and mobile data to target consumers with conversations about the weather in the United Kingdom.

Online & mobile research