Article
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WARC Best Practice, January 2019
This article summarises key insights from a series of papers on new ad testing methods which are driven by advances in technology and neuroscience and must focus on consumers' rational and emotional drivers.
Article
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WARC Best Practice, December 2018
This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.
Article
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Heather Andrew, WARC Best Practice, December 2018
This paper addresses the implications of this changing research landscape and, in particular, how neuroscience principles can help marketers and advertisers to:.
News
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11 October 2019
Neuroscience researchers must apply a new level of rigour to their work if the discipline is to reach its full potential in marketing, according to a paper in the Journal of Advertising Research (JAR).
News
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02 October 2019
Not all DOOH sites are created equal and new research from Australia suggests that an understanding of the attributes of individual sites provides an additional means to not only quantify these sites but could also become a key discriminator for ...
Research Paper
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Duane Varan, Magda Nenycz-Thiel, Rachel Kennedy, and Steven Bellman, Journal of Advertising Research
There are competing explanations for why longer advertisements are remembered better, such as more time to memorize, add branding and claims, tell stories, and get attention, with some acknowledgment of diminishing returns.
Case Study
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ARF Ogilvy Awards, Gold, 2019
Zillow Rentals, a real estate brand, increased rental revenue in the US by launching a 30-second ad that brought emotion to the rental story.
Case Study
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ARF Ogilvy Awards, Silver, 2019
The Clorox Company, a manufacturer and marketer of consumer and professional products, increased household penetration of its products in the US by launching a biometric video to track how people react to a clean room versus a dirty one.
Case Study
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ARF Ogilvy Awards, Gold, 2019
Budweiser, a beer brand, distributed noise-activated light-up cups in stadiums across Russia to reach a global audience during the 2018 World Cup.
Case Study
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ARF Ogilvy Awards, Gold, 2019
Advil PM, a sleeping aid, encouraged an uplift in US sales by creating an online video that encouraged people to stop doing the bedtime dance of pain by taking Advil PM.
Case Study
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ARF Ogilvy Awards, Gold, 2019
HP, a technology and software company, launched a social experiment that challenged Americans' social constructs of family to reinforce its leadership in diversity and inclusion.
Article
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Anne Parsons, Peter Pynta and Dr Shaun Seixas, WARC Exclusive, pp. 1-1
Looks at the influence of the unique attributes of digital out-of-home (DOOH) sites on the way advertising is processed by measuring creative content in context.
Article
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Thomas Zoëga Ramsøy, Journal of Advertising Research, Vol. 59, No. 3, 2019, pp. 281-294
Since its modern inception about two decades ago, the use of neuroscience tools and insights in studying advertising has grown an increasing prominence in the researcher's toolbox.
Research Paper
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Thomas J. Reynolds and Joan M. Phillips, Journal of Advertising Research, Vol. 59, No. 3, 2019, pp. 268-280
The use of neuroscience methods in advertising research continues to grow, but it remains controversial.
Research Paper
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Steven Bellman, Magda Nenycz-Thiel, Rachel Kennedy, Nicole Hartnett, and Duane Varan, Journal of Advertising Research, Vol. 59, No. 3, 2019, pp. 295-311
Attracting attention is a common goal for advertisers, but there is limited knowledge about how best to measure attention.
Article
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WARC Best Practice, September 2019
This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.
News
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05 September 2019
Many of the problems that currently beset advertising – including short-termism and the death of the creative multiplier – can be traced to an “attentional shift” that is reflected in the different ways in which the left and ...
News
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04 September 2019
Marketers might spend their time seeking consumers’ undivided and concentrated attention, but new research exposes how to get a brand message across in low attention environments.
Article
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Helen Haines, WARC Exclusive
Reveals insights from the fourth wave of Ocean Outdoor and Neuro-Insight’s research into the impact of enhanced technology on digital out-of-home advertising effectiveness.
News
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30 August 2019
The display price of goods and the number of reviews a seller has received can together shape buying decisions on e-marketplaces where shoppers choose between different vendors, according to a paper in the Journal of Advertising Research (JAR).
Article
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Professor Karen Nelson-Field and Kellen Ewens, Admap, September 2019
Advertisers can achieve consumer behavioural outcomes even when video viewers are not in a state of high attention, a new study has revealed.
Article
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Orlando Wood, Admap, September 2019
A new study argues that a shift in industry attentional style is leading not just to brand short-termism but to a ‘flattening’ and abstraction of the work itself, which threatens effectiveness.
News
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26 August 2019
It’s understood that emotions are important in advertising but which ones? Research in China for Timberland suggests that the lack of negative emotions matters more than the presence of positive ones.
News
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16 August 2019
The UK addressable TV market is growing, with 40% of homes now addressable, and a new report from Sky AdSmart claims this channel delivers higher engagement and clear business results for advertisers.
Research Paper
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Guido Modenbach and Gerald Neumueller, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019
SevenOne Media, the audio-visual and digital marketer, measured the attentional and emotional condition of recipients in Germany while they watch editorial content and advertising on different video platforms in their homes.
