Advertising best practice, evidence and insights

Article • WARC Best Practice, September 2019

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.

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.

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.

Can media neutrality limit creative potential? How advertising’s use of ideation templates fares across media

Research Paper • Alexander Tevi, Scott Koslow, and John Parker, Journal of Advertising Research, Vol. 59, No. 3, 2019, pp. 312-328

This article approaches the question of media neutrality by investigating whether ideation techniques such as templates produce the same quality of advertisements across media.

KFC: Anything is better with KFC Golden Egg Crunch

Case Study • Galen Lau, Alyafarah Zainudin, Phoenix Tang, WARC Prize for Asian Strategy, Shortlisted, 2019

QSR brand KFC successfully relaunched its Golden Egg Crunch during Chinese New Year in Malaysia using a TV sync activation.

Future fit communications planning: Exploring new strategies for growth for FMCG brands

Article • Chris Worrell, WARC Exclusive, September 2019

This two-part paper seeks to identify and describe the issues that Wavemaker see as having both the largest and most immediate impact on the growth of FMCG brands.

Smarter video planning: Admap summary deck

Article • Admap, September 2019

A summary of new thinking and best practice on smarter video planning from Admap.

Same same but different: Understanding changes to the US video market

Opinion • Brian Wieser, August 2019

Brian Wieser, GroupM’s Global President, Business Intelligence, casts his eye over the evolving video media landscape and considers the impact of connected TV as part of the September issue of Admap on smarter video planning.

Taco Bell's media measurement strategy

News • 22 August 2019

Taco Bell, the quick-service restaurant chain, has looked beyond traditional media metrics as it seeks to gain a truly holistic view of campaign effectiveness.

How Taco Bell uses media to harness the strength of TV in non-traditional ways

Article • Geoffrey Precourt, Event Reports, ANA Media Conference, April 2019

Taco Bell, the quick-service restaurant chain, is tapping a nuanced approach to media as it fights for “share of stomach” among consumers.

Why Taco Bell eschews micro-marketing metrics to focus on consumer behavior

Article • Geoffrey Precourt, Event Reports, ANA Media Conference, April 2019

Taco Bell, the quick-service restaurant chain, is taking an approach to media measurement that looks well beyond the discipline’s traditional, and often esoteric, metrics.

UK consumers turn away from physical entertainment products

News • 13 August 2019

A sharp fall in sales of physical entertainment products in the second quarter highlights the ongoing shift in UK consumer media consumption habits towards streaming products, while the growing preference for Amazon as the source of those items ...

What's working in Facebook

Article • WARC Category Intelligence, August 2019

Campaign updates and channel trends in Facebook.

How to make TV a performance-driven channel

Article • Mark Hudson, WARC Exclusive, July 2019

Outlines the five steps advertisers should be taking to maximise the performance of their TV ads – as demonstrated by global brands.

Measurement, monetisation and marketers

Opinion • Julie Selman, July 2019

Marketers and media companies need to think differently about measurement if they’re to exploit the full potential of today’s TV ecosystem, says Freewheel’s Julie Selman.

Zaatar w Zeit: The Super-Natural Green Wrap

Case Study • Francois Mehchy, WARC Prize for MENA Strategy, Entrant, 2019

Zaatar w Zeit, a fast-casual urban eatery brand, launched a bright green wrap using a multichannel strategy to position itself as an innovative brand among millennials and lift sales in an oversaturated market in Lebanon.

Jawwy: Pay For What You Use

Case Study • Tahaab Rais, Moushami Dighe Bhattacharya, WARC Prize for MENA Strategy, Entrant, 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.

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.

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.

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.