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Opinion

This article is part of a series of articles from the WARC Guide to new research in marketing.

Article

Why it makes strategic sense to split out Digital Availability and why language is important for “light consumers” of marketing knowledge.

Article

There is residual reluctance to employ diverse and inclusive talent in messaging in advertising, despite ample research suggesting this should not be a concern; this reluctance appears to be the result of factors outside what the data say.

Article

Research by Les Binet, the head of effectiveness at agency adam&eveDDB, demonstrates that a brand’s “share of search” within its category is a vital metric for marketers to consider.

Article

This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.

Article

Research paper from the Mobile Marketing Association and Neustar focused on using outcome-based planning to reach the “movable middle” – defined as open-minded consumers by their mid-range (20% - 80%) probability of buying a particular brand.

Article

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.

Article

A summary of new thinking and best practice on new research in marketing.

Article

Advice on how advertisers can practically apply consumer attention data to improve marketing effectiveness.

Article

Builds on Share of Search as an analytic tool, introducing additional analysis techniques.

Article

Introduces ‘Share of Search’ and presents several useful and applicable techniques to help establish a nuanced picture of a brand’s context versus its competitor set.