Adam Smith, Rob Norman, Research on WARC, November 2018
This report examines current and future trends in the global video industry, including a decline in linear TV ratings (especially among younger audiences) and increasing data application to linear television.
As the nature of TV advertising continues to evolve, marketers no longer have the tools to accurately determine what messages connect with consumers, according to a paper in the Journal of Advertising Research (JAR).
JERSEY CITY, NJ: Six-second television ads offer a concentrated branding opportunity for marketers, according to a study by Turner, the media company, and Nielsen Consumer Neuroscience, the research firm.
GLOBAL: More and more advertisers are turning to short-form video – under 10 seconds – in recognition of the need for less intrusive ad formats that are respectful of viewers’ time and sensitive to the context in which the ad is ...
GLOBAL: Fifteen-second commercials may be as effective, both rationally and emotionally, as traditional 30-second ones when it comes to brand building, according to new research which challenges received wisdom on how long an ad should be.
The story of how KFC Australia got its mojo back is anchored in five key principles: be more Kanye, let the heart eat first, acknowledge that no-one cares about your brand, be the weird bird in a room full of pigeons and think like a brand, act like a retailer.
NEW YORK: YouTube and Facebook have been trying out six-second ads for some time, but now the Fox TV network is poised to launch its first use of the format during National Football League (NFL) games this autumn.
NEW YORK: In the cluttered media world of the average consumer it can be difficult to achieve cut through, leading to a school of thought, across both traditional and digital media, that ‘less is more’ – for consumers and ...
This article, taken from the Warc Toolkit 2017 report, discusses how to achieve marketing effectiveness in the digital age by striking the right balance between close targeting and mass reach, and between short- and long-term strategies.
Mobbie Nazir, WARC Best Practice, November 2016
This paper explores the use of social within the roster of a campaign's media use; a broad term, it refers to a collective of online communication channels built on community-based input, interaction, content-sharing and collaboration.
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