Audience measurement

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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.

What we know about combining TV with digital media

Article • WARC Best Practice, September 2018

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

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.

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 '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, Shortlisted, 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.

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

Article • Henry G. Wolf VII and Paul Donato, Journal of Advertising Research, Digital First, April 2019

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

YouTube Go: The Data Shaman

Case Study • Isobel Dela Torre, Indra Permadi, WARC Awards, Shortlisted, 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.

Burger King: Turning their tweets against them

Case Study • Jane Dorsett , Ellie Gogan-Tilstone, Jimmy George, WARC Awards, Shortlisted, 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.

KFC: The Burger Wars

Case Study • Vikraman Raja, Hajar Yusof, WARC Awards, Shortlisted, 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.

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.

Colombian Ministry of Information and Communications Technology: My Line

Case Study • Juan Pablo García, Charlie Snow, Jane Dorsett, Carlos Andrés Rodríguez, WARC Awards, Shortlisted, 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.

KFC: Anything is better with KFC Golden Egg Crunch

Case Study • Galen Lau, Alyafarah Zainudin, Phoenix Tang, WARC Awards, Shortlisted, Effective Innovation, 2019

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

Theraflu: Flu Tracker

Case Study • Alexandra Kondrashtina, Dania Azymova, Daria Zarubina, WARC Awards, Shortlisted, 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 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.

Upgrading easyJet's cross-screen strategy

Opinion • Sophy Part, April 2019

WARC Media Awards winner Sophy Part, Business Director at OMD UK, writes that the future of cross-screen planning does not entail a complete move to super targeted addressable advertising.

Converting people-meter data from per-minute to per-second analysis: A statistical model offers a closer look at TV ad avoidance and effectiveness

Research Paper • Lianlian Song, Peng Zhou, Geoffrey Tso, and Hingpo Lo, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 53-72

Advertisers prefer second-by-second measurements of advertisements over program ratings, but collecting individual viewing data that are accurate to the unit of one second is very difficult and expensive.

An examination of television consumption by racial and ethnic audiences in the U.S.: Implications for multicultural media planning and media measurement

Research Paper • J. P. James and Tyrha M. Lindsey-Warren, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 40-52

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Why knowledge gaps in measurement threaten the value of television advertising: The best available screen for brand building Is at a crossroads

Article • Artie Bulgrin, Journal of Advertising Research, Vol. 59, No. 1, 2019

This article looks at the emerging issues with measurement of television advertising in the digital age in the US.

Personal Prime Time

Research Paper • IAB, February, 2018

Outlines a study conducted in the US on Personal Prime Time that focuses on the consumer journey by mapping the when, why, and how through which consumers are creating their own Prime Times, the moment of high value and high engagement, across content and devices throughout their day.

How to market effectively to Nigerian consumers

Article • Katrin Roscher, WARC Best Practice, February 2019

Looks at how to market to Nigeria's large, complex and highly diverse population of 191 million.

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 • 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.
What we know about combining TV with digital media

Article • WARC Best Practice, September 2018

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