Opinion
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Lena Roland, January 2021
Despite the turbulence of last year – or, perhaps, because of it – the marketing community unveiled a wide range of research and fresh thinking that can help boost effectiveness in 2021 and beyond.
Article
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WARC Best Practice, January 2021
A summary of new thinking and best practice on new research in marketing.
Opinion
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Zofia Iwaszkiewicz, December 2020
During 2020 Kantar has published seven category-specific media effectiveness investigations covering food and drink, tech and telco, alcohol, finance,
News
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16 December 2020
Attention can act like grocery unit pricing and provide a missing ‘relative quality’ layer in media planning, says Professor Karen Nelson-Field, so helping advertisers to understand performance of different platforms using a common metric of value.
Research Paper
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Micael Dahlen, John Karsberg, Sofie Sagfossen, Helge Thorbjørnsen, and Fredrik Lange, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 417-425
People increasingly are in motion when exposed to advertising, which begs the question, "Are moving consumers more influenced by advertising?" This article builds on grounded cognition–the premise that the body influences the brain–to show that physical activity has positive effects on attitudes and intentions toward an advertisement and a brand.
Article
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Professor Karen Nelson-Field, WARC Exclusive, December 2020
Advice on how advertisers can practically apply consumer attention data to improve marketing effectiveness.
Article
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Mike Follett, WARC Exclusive, December 2020
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
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WARC Best Practice, December 2020
Looks at the importance of strong emotional response, channel fitness-for-purpose and quality targeting in creative execution.
Research Paper
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Bill Harvey, ARF Experiential Learning, November 2020
Summarises the latest findings on Context Alignment including new third-party validations at scale based on actual sales and branding business outcomes rather than small sample ad communication proxies.
Opinion
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Caroline Schicketanz, November 2020
In the fifth of Kantar’s category-specific touchpoint investigations, Caroline Schicketanz explores effective touchpoint management for personal care and beauty brands.
Article
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WARC Best Practice, October 2020
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.
Opinion
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James Shoreland, September 2020
Brands should be concerned with a potential reduction in opportunities to align themselves with culturally-relevant content, writes James Shoreland.
Article
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WARC Best Practice, September 2020
Provides guidance and information on a much discussed and increasingly relevant topic of dwell time, or the length of a user's exposure to content.
Article
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Scindya Datt, WARC Exclusive, August 2020
PHD’s Scindya Datt outlines the key shifts in Southeast Asia’s media consumption patterns and looks ahead to how brands can move beyond pandemic conditions.
Opinion
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Sahaj Chawla, August 2020
In the second of Kantar’s category-specific touchpoint investigations for WARC, Sahaj Chawla takes a look at media effectiveness for tech and telco brands.
Article
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WARC Best Practice, August 2020
This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.
Article
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WARC Best Practice, July 2020
Provides marketers with information and guidance about combining TV and digital media strategies.
Article
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Kunal Sinha, WARC Trends, July 2020
With the long-term fate of TikTok in major markets like Australia and India uncertain, while major media outlets like ABS-CBN in the Philippines shut down – the media landscape is about to enter a period of volatility that advertisers must be prepared for.
Article
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WARC Exclusive, July 2020
Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.
Opinion
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Shann Biglione, July 2020
Shann Biglione explores four themes that will be on many media strategists' minds as they look for ways out of the COVID-19 crisis.
Article
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Geoffrey Precourt, Event Reports, ANA Digital and Social Media Conference, July 2020
Molson Coors, the brewing company, aims to ensure that all its media buys meet a clear set of criteria and match its values as an organization.
Opinion
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Faris Yakob, July 2020
The way we trade attention in the form of digital media in a murky market has led to a deep misunderstanding of this complex area, argues Faris Yakob - but some thinkers are advocating for alternatives.
Article
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Toby Roberts and Clare Chapman, Research on WARC, June 2020
Provides an overview of the profound changes we have seen in media consumption over the recent months of huge disruption to people’s daily routines.
News
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10 June 2020
Health communications face a truly unique suite of challenges, but many of the elements that set it and its practitioners apart have also created a set of standards and stereotypes that need updating – a new whitepaper from Havas Lynx Group seeks to
Opinion
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Ben Willee, June 2020
Life in the time of corona has seen media consumption habits disrupted forcing marketers and agencies to pivot their media plans. Now with restrictions easing, we’re having to rethink our strategies once again. So how best to proceed? Spinach's Ben Willee has a few ideas.
