Opinion
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Hannah Gillett, November 2019
Highly digitally-connected media planners are bringing their own biases to the interpretation of campaign data, argues Hannah Gillett, Strategy Director at Spark Foundry.
News
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11 November 2019
ISBA, the trade body for UK advertisers, has launched a cross-media measurement programme that aims to incorporate global principles and audience measurement approaches currently being developed by the World Federation of Advertisers (WFA).
Article
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GroupM, Research on WARC, October 2019
GroupM looks at the media landscape through the prism of the expenditure of large advertisers and examines some of the key protagonists that affect media supply.
Article
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WARC Best Practice, October 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.
Article
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Faris Yakob, WARC Webinars, October 2019
Looks at the impact when advertising appears in channels that make people feel bad, or alongside unsafe content and how best to manage your brand communication.
News
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07 October 2019
Some of the world’s biggest brands, including Mastercard, Procter & Gamble and Unilever, have joined forces to launch a global initiative to build consensus on key principles for cross-media measurement.
News
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26 August 2019
A formulaic approach to media planning can lead to brands missing out on potential growth opportunities, according to an industry figure, who argues that planners need to get out of their comfort zone.
Article
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WARC Best Practice, August 2019
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.
News
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01 August 2019
Conagra, the consumer packaged goods manufacturer, has embraced “intent-based” media buying that seeks to use interests, not demographics, as the primary mode of insight.
Article
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Geoffrey Precourt, Event Reports, MMA Impact, March 2019
Conagra, the consumer packaged goods (CPG) manufacturer, is leveraging “intent-based” media buying to help drive growth.
Article
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WARC Best Practice, July 2019
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 2019
Provides marketers with information and guidance about combining TV and digital media strategies.
Research Paper
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Research on WARC, July 2019
Looks at the Australia digital media landscape and the role of external influencers in decision-making.
Research Paper
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Micael Dahlen, John Karsberg, Sofie Sagfossen, Helge Thorbjornsen, and Fredrik Lange, Journal of Advertising Research, Digital First, June 2019
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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Geoffrey Precourt, Event Reports, 4A's Decisions 20/20, March 2019
Bayer Consumer Health, the pharma company, is seeking to introduce greater dynamism into its media strategy.
Research Paper
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Eun Sook Kwon, Karen Whitehill King, Greg Nyilasy, and Leonard N. Reid, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 99-128
Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.
Article
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Stephen Whiteside, Event Reports, CIMM Summit 2019, February 2019
Unilever, the fast moving consumer goods giant, is seeking to overcome some of the main obstacles facing brands in the measurement space.
News
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05 March 2019
Media planners should understand the development of the frequency debate and the implications of the plans that they put together, an industry figure advises; there is a cost to excessive frequency as well as a difficulty to overcome with ...
Article
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Phil Sumner, Admap, March 2019
Provides broad considerations for marketers when thinking about frequency, while reaffirming that there is no rule book to follow.
Research Paper
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Chris Sloane, Admap, March 2019
Looks at the history of frequency theory and what this can teach us in today's media environment.
Article
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Michael Chadwick and Richard Frampton, Admap, March 2019
Considers if the industry has fallen out of love with frequency as our consumption and understanding of media has evolved.
Article
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Brian Carruthers, Event Reports, The Future of Brands, February 2019
Agencies and advertisers don’t always act on established industry best practice and fail to invest enough in brand building – leading to what Work Research refers to as a “brand gap”.
Research Paper
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MRS Awards, Finalist, MRS Award for Media Research, 2018
Radiocentre, the industry body for UK commercial radio, launched a research survey of media decision makers to reveal the extent to which perceptions lead media decisions.
Article
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Emma Pengelly, Event Reports, IAB UK Digital Upfronts: JCDecaux, October 2018
A recent study by specialist media consultancy, Work Research, reveals there is disparity between marketers’ desires to pursue long-term brand building strategies and the reality of allocating media money to short-term sales response channels.
Article
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Mickey Wilson, ANA Magazine, Forward, October 2018
The average American still spends a lot of time watching live TV – advertisers' target viewers are in fact sticking with live television, and view video and TV online far less often than assumed.
