Audience measurement

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What we know about combining TV with digital media

Article • WARC Best Practice, July 2019

Provides marketers with information and guidance about combining TV and digital media strategies.

What we know about multiscreen media planning

Article • WARC Best Practice, February 2019

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.

What we know about audience measurement

Article • WARC Best Practice, December 2018

Summarises the insights from a series of key papers addressing audience measurement, the quantifying of the number of people exposed to advertising across any given media; this includes radio listenership, TV viewing, newspaper and magazine readership, and traffic on websites.

The role of premium multi-screen video in an ad campaign

Article • Marianne Vita, WARC Best Practice, September 2018

Focuses on the role and effectiveness of premium multi-screen video in a marketer’s video plan and identifies six key elements of a strong video ad platform.

Audience measurement in the digital age

Article • Andrew Green, WARC Best Practice, June 2017

This article details how audience measurement methodologies are adapting to the growth of digital access in a range of media, including TV, radio, print and out of home.

Diesel: Go With The Fake

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Diesel, the Italian fashion company, re-established itself as a brand that dares through a campaign that targeted millennials and turned the threat of counterfeit goods into the key element of its campaign.

Six-second advertisements on television: Best practices for capturing visual attention

Article • Henry G. Wolf VII and Paul Donato, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 196-207

Six-second advertisements are used widely in digital video but only recently have appeared on television.

Turn of the century: Lessons in winning traction with TV campaigns

Opinion • Aaron Goldman, May 2019

British Airways and Tesco have produced two of the UK’s best performing TV ad campaigns of the year to date.

Nielsen: Sales promotion continues to outweigh advertising

Article • Geoffrey Precourt, Event Reports, ARF AUDIENCExSCIENCE, April 2019

Nielsen, the research firm, has found that an increase in media consumption has not automatically led to similar growth of advertising spend within the wider marketing mix.

European Union Anti-Corruption Initiative: Corruption Park: Controversy as a way to disrupt indifference

Case Study • SABRE Awards, EMEA, Russia and the CIS, Gold, 2019

The European Union Anti-Corruption Initiative (EUACI) created a theme park to support the work of anti-corruption agencies and bring their work to the attention of the public in Ukraine.

Burger King: Explains a lot

Case Study • SABRE Awards, EMEA, Social Media/Social Networking Campaign, Gold, 2019

Fast-food brand Burger King used a single tweet against rap artist Kanye West to connect with young millennials.

The crucial role of entertainment

News • 22 May 2019

People are now considering and consuming entertainment in fundamentally new ways, according to a new study which claims entertainment is now as critical as health.

National Social Security Fund (NSSF) - Uganda: NSSF Go Mobile App Digital Campaign

Case Study • SABRE Awards, Africa, Public Sector/Government, Gold, 2019

The National Social Security Fund (NSSF), a Ugandan government fund, took over social media with news of the launch of the NSSF Go app in Uganda.

As MRC moves to cross-platform standard, weighted video duration stirs controversy

Article • Geoffrey Precourt, Event Reports, ARF AUDIENCEXSCIENCE, April 2019

The Media Rating Council (MRC), the industry body, is seeking to establish a new standard for the measurement of video ads.

How the 'commercial-zapping effect' impacts TV ads

News • 03 May 2019

Brands seeking to understand the audience for their television spots need to consider the impact of the “commercial-zapping effect” among viewers, a study published in the Journal of Advertising Research (JAR) has argued.

Jawwy: Pay for what you use

Case Study • Tahaab Rais, Moushami Dighe Bhattacharya, WARC Awards, Bronze, Effective Content Strategy, 2019

Mobile network Jawwy used social media and online video to persuade young consumers in Saudi Arabia to ditch their current mobile provider and switch.

AT&T Puerto Rico: Food Truck Love

Case Study • Armando Diaz, Grinoshka Bou, Josue Gonzalez, WARC Awards, Entrant, Effective Content Strategy, 2019

Communications brand AT&T used a multi-channel feel-good campaign to create positive awareness of the brand and increase sales in Puerto Rico.

YouTube Go: The Data Shaman

Case Study • Isobel Dela Torre, Indra Permadi, WARC Awards, Bronze, Effective Content Strategy, 2019

YouTube, the video streaming service, used TV ads to overcome fears about data usage and increase numbers of users in rural Indonesia.

What is a modern football fan?

Opinion • Sam Peña-Taylor, April 2019

What’s a modern football fan? A recent report sheds light on how young fans are watching, what they’re watching for, and how the relationships between fans, players, and the game itself is changing.

KFC: The Burger Wars

Case Study • Vikraman Raja, Hajar Yusof, WARC Awards, Bronze, Effective Social Strategy, 2019

KFC, the fast food restaurant chain, used a TV ad and social media GIFs to promote a special-edition burger in Malaysia.

Burger King: Turning their tweets against them

Case Study • Jane Dorsett , Ellie Gogan-Tilstone, Jimmy George, WARC Awards, Silver, Effective Social Strategy, 2019

Fast-food brand Burger King used social media to hijack a rival's product announcement and boost sales of its Spicy Nuggets in the US.

Anchor Beer: The Shortest CNY Ad

Case Study • Chan Su Ling, Simon Yong, WARC Awards, Entrant, Effective Social Strategy, 2019

Budget beer brand Anchor used an innovative social media campaign to cut through the clutter of Chinese New Year advertising and boost its unaided brand recall in Malaysia.

Colombian Ministry of Information and Communications Technology: My Line

Case Study • Juan Pablo García, Charlie Snow, Jane Dorsett, Carlos Andrés Rodríguez, WARC Awards, Gold, Effective Innovation, 2019

The Ministry of Technology and Communications (MinTIC) in Colombia ran a simple but effective campaign that successfully provided 99.3% of Colombians with access to the internet.

Theraflu: Flu Tracker

Case Study • Alexandra Kondrashtina, Dania Azymova, Daria Zarubina, WARC Awards, Gold, Effective Innovation, 2019

Theraflu, Russia's market-leading anti-cold and flu treatment, created the Theraflu Flu Tracker which warned its target audience when flu and colds were heading their way.

Cross-screen campaigns will be a hygiene factor

News • 10 April 2019

Cross-screen campaigns are an increasingly essential approach for marketers and will soon become a hygiene factor for brands targeting younger audiences, according to a new WARC report.

Cross-screen planning: Lessons from the 2018 WARC Media Awards

Article • WARC Exclusive, April 2019

Analyses four winning case studies from the 2018 WARC Media Awards, detailing their different approaches to cross-screen planning.
What we know about multiscreen media planning

Article • WARC Best Practice, February 2019

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.
What we know about TV audiences

Article • WARC Best Practice, January 2019

This article explores the current thinking and writing on TV audiences - a group of people once defined by the use of one stable, popular medium, which has now fragmented forcing a re-evaluation of audience measurement.
Media in focus: Marketing effectiveness in the digital era

Article • Les Binet and Peter Field, Institute of Practitioners in Advertising, October 2018

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.
The role of premium multi-screen video in an ad campaign

Article • Marianne Vita, WARC Best Practice, September 2018

Focuses on the role and effectiveness of premium multi-screen video in a marketer’s video plan and identifies six key elements of a strong video ad platform.
Global Ad Trends: OOH in focus

Article • James McDonald, WARC Data, February 2018
This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry. Key findings include:
- Successful brands allocate 13% of their media budgets to OOH.
- Out of home CPM is routinely lower than the all media average.
- Out of home accounts for 8% of global display adspend.
- Digital's share of global out of home adspend is expected to rise to 45% by 2021.
- A blended schedule can achieve the benefits of digital impacts with affordable reach.
- Consumers are sceptical about the use of in store facial recognition for marketing.
Other key media intelligence includes Twitter turning a profit despite US stagnation, Super Bowl spots outperforming the wider US TV market, digital classified spend overtaking print for the first time, and practitioners' intentions to invest more in audience data this year.