News
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22 January 2021
Understanding facial expressions, such as smiles and nose wrinkles, can help marketers assess the likelihood of a consumer sharing a video ad, according to a study published in the Journal of Advertising Research (JAR).
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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Chasson Gracie, Joshua Richards, Daniel Pozzebon, Kevin Keane, Jasmin Amin , WARC Exclusive, January, 2021
There is residual reluctance to employ diverse and inclusive talent in messaging in advertising, despite ample research suggesting this should not be a concern; this reluctance appears to be the result of factors outside what the data say.
Article
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WARC Best Practice, January 2021
A summary of new thinking and best practice on new research in marketing.
Article
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WARC Best Practice, January 2021
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.
Research Paper
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Rich Timpone, Vinod Venkatraman, Tamara Ansons, Davide Baldo, Manuel Garcia-Garcia, Ornella Godard, Martin Schoeller, Colin Strong, ESOMAR Conference papers, Insights Festival, 2020
Market research company Ipsos challenged conventional wisdom in System 1 and System 2 thinking, and its applications in marketing, to build a new model for understanding human experience and decision-making.
Research Paper
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Daniel McDuff and Jonah Berger, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 370-380
Why do some advertisements get shared more than others? Using scalable automated facial coding algorithms, the authors quantified the facial expressions of thousands of individuals in response to hundreds of video advertisements.
Research Paper
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MRS Awards Papers, Finalist, MRS Award for Creative Development, 2020
Paddy Power and Betfair, two online betting companies, designed a research approach that combined insight around print and digital's ability to address attention to optimise its messages.
Research Paper
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MRS Awards Papers, Finalist, MRS Award for International Research, 2020
CLIF Bar & Company, a US organic food and drinks company, adapted its communications linguistically, semiotically and visually when marketing to Canada.
Research Paper
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MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020
Out-of-home (OOH) advertising brands JCDeaux UK, Clear Channel and Posterscope joined forces in cross-industry collaboration to carry out their study Moments of Truth and proved the effectiveness of using contextually relevant messaging in digital OOH advertising (DOOH).
Article
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Shazia Ginai, WARC Exclusive, December 2020
In recent years, movements such as #MeToo, #TimesUp and Black Lives Matter have shone bright spotlights onto the complexities of race and gender.
Case Study
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Kevin Pinto, Mohit Lodha, WARC Media Awards, Shortlisted, Effective Use of Tech, 2020
United Arab Emirates bank RAKBANK used artificial intelligence to create a fan-centred campaign promoting its new FC Barcelona credit card.
Article
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WARC Best Practice, December 2020
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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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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Kimberly Rose Clark, Ann Carpenter and Nikita Shaiva, ARF Experiential Learning, November 2020
To better resolve how alignment variations relatively impact advertisement consumption, this paper looks at economic framing and in-moment data streams garnered from the brain and body to assess systematic changes in users' attention and engagement.
Research Paper
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David Evans Ph.D., ARF Experiential Learning, November 2020
Microsoft, a multinational technology company, details how it used audience-testing for its Microsoft 365 Brand Studio, which brought the creative in-house to establish an ecosystem of content from product videos and ads to award-winning web series and documentary-style films.
Article
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Graham Page, WARC Exclusive, November, 2020
What 50,000 ads and 8 years of emotion research tells us about how to advertise in a recession.
Case Study
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ARF Ogilvy Awards (US), Gold, 2020
Bendigo Bank, a retail banking company, improved brand salience in Australia by launching a series of TV spots, video and digital display ads as the results from the Royal Commission into Misconduct of the banking industry were set to be announced.
Case Study
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ARF Ogilvy Awards (US), Bronze, 2020
ESPN, a sports channel, marketed the release of its ten-episode documentary series The Last Dance as if it were a feature film and resulted in historic numbers of fans tuning in to watch it in the USA.
Case Study
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ARF Ogilvy Awards (US), Silver, 2020
Advil, an pain-killer, created a storytelling campaign that showed US consumers how the world looks different when you have power over pain to increase sales in the country.
Case Study
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ARF Ogilvy Awards (US), Bronze, 2020
Jif, a peanut butter brand, highlighted the superior taste of Jif peanut butter with its humorous campaign That Jif'ing Good that showed consumers would go to any lengths for a taste of Jif's peanut butter.
News
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10 November 2020
When redesigning packaging, brands should consider key brand assets and ensure the new design remains familiar with a ‘just noticeable difference’.
News
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09 November 2020
Ads on Facebook, the social network, typically skew towards “left-brain” creative techniques that are associated with lower long-term effectiveness, according to a study by research firm System1.
Article
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WARC Best Practice, November 2020
A summary of new thinking and best practice on effective packaging, from the WARC Guide.
Article
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Aoife McGuinness, WARC Exclusive, October, 2020
The human brain is wired to see structure, logic, and patterns: it helps us make sense of the world.
