Summarises the insights from a series of key papers on engagement – broadly speaking, eliciting feelings and emotion from consumers – although it is difficult to define precisely due to the ever-changing social and technological context in which marketers are trying to achieve and measure it.
Jennifer Lee Burton, Kristen M. Mueller, Jan Gollins, and Danielle M. Walls, Journal of Advertising Research, Digital First, May 2019
Every year, executives debate whether to release their Super Bowl advertisements early on social media or whether this early release will hurt the surprise and impact of being seen for the first time during the most viewed televised sporting event in the United States.
Following the news that the Financial Times, the business newspaper title, has gained one million subscribers, the wider publishing industry is now witnessing the power that an engagement-focused membership model now holds and assessing where else ...
Fiona Blades, Doug Pulick and Sarah Barasch, WARC Webinars, March 2019
Fiona Blades, president and chief experience officer at MESH Experience, Doug Pulick, SVP of research at National CineMedia and Sarah Barasch, SVP of insights and measurement at Screenvision Media, analyse how cinema compares to all other touchpoints.
Exploring shoppable mobile video ads and how consumers in the US interacted with them, focusing on video-based interactive ads in a mobile web environment with the goal of understanding what initial calls to action work best.
If marketers apply the right sequencing to a campaign involving out-of-home media and including editorial elements, advertisers can expect to see a significant boost in effectiveness, research has shown.
As the popularity of video explodes across Asia, video advertising is growing fast too – but marketers need to look beyond simple reach and consider whether viewers are emotionally engaged, an industry figure has warned.
Dominic Twose and Polly Wyn Jones, WARC Best Practice, January 2018
Defines what brand consideration is, what generates it and how this may move over time, alongside a look at a large scale exercise by Kantar Millward Brown exploring the relationship between survey measures and sales.
Welcome back to WARC!
We’ve made some exciting changes since your last visit, bringing you:
Latest category insights straight to your homepage