News
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01 November 2019
Advertisers that seek to produce media-neutral work may achieve heightened consistency across channels but risk a loss of creativity, a study published in the Journal of Advertising Research (JAR) has found.
Article
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Paddy Collins, WARC Exclusive, Paddy Collins
With over three-quarters of YouTube viewing in the UK now happening via mobile, Google's creative agency lead looks at video advertising best practice advice.
Research Paper
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Emma Rodero, Journal of Advertising Research
Speech rate plays a critical role in understanding speech and therefore in advertising messages. Announcers tend to speak fast in radio and television commercials.
News
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15 October 2019
The rise of performance marketing and short-termism means that that today’s marketers often lack the necessary skills to address core marketing principles of brand building and creating long-term value, according to LEGO CMO Julia Goldin.
Research Paper
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Alexander Tevi, Scott Koslow, and John Parker, Journal of Advertising Research, Vol. 59, No. 3, 2019, pp. 312-328
This article approaches the question of media neutrality by investigating whether ideation techniques such as templates produce the same quality of advertisements across media.
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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Duncan Southgate, WARC Best Practice, August 2019
Assesses how men and women are portrayed in advertising, and how creating and placing advertising with an eye to brand strategy, media strategy and creative development can transform the performance and value of brands.
Article
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Low Lai Chow, Event Reports, ATS Singapore, June 2019
Trying new things is “the only way to survive right now” for big companies such as P&G says its digital transformation, marketing and communications director, Alexandra Volger.
Research Paper
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Rob Sanders, Michelle Grushko and Nathaniel Greywoode, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019
Twitter, the social media platform, studied the effectiveness of creative assets and what exactly advertisers need to do to succeed on the platform.
Research Paper
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Eldaa Daily, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019
Ameritest, advertising research firm, conducted an independent research study to evaluate the new media offering most visible to TV viewers, premium pods (ad pods that are 60-seconds or less).
News
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02 August 2019
Print advertising that includes faces, or images that could be interpreted as faces, tends to be more preferred by consumers than ads that do not have this feature, according to a study published in the Journal of Advertising Research (JAR).
Research Paper
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Pierre Bouvard, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019
Cumulus Media, a radio broadcasting stations company, completed a creative study conducted in partnership with audio testing experts VERITONIC, to examine ads from the most prestigious advertising and creative award shows.
Research Paper
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Mark Kilgour, Scott Koslow, and Huw O’Connor, Journal of Advertising Research, Digital First, July 2019
One of the most contentious issues in advertising is the evaluation and selection of creative ideas. This selection process is central to the success of agencies and clients, yet it appears difficult for external observers to see the merits of highly creative ideas.
Research Paper
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Garth Viegas, Research on WARC, July 2019
Tata Global Beverages, the Indian drinks giant, investigated the impact of story-telling when used in television commercials.
News
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11 July 2019
Unilever, the consumer goods manufacturer, found an innovative way to challenge stereotypes by asking several of its marketers, as well as agency representatives, to take DNA tests and explore their own genetic heritage.
Research Paper
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Arnaud Debia, Research on WARC, Ipsos Game Changers
Strong ideas are essential for advertisers to grab attention and grow powerful brands, but this requires making bolder creative choices – which can turn around a category, yet risks making a wrong turn.
Research Paper
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Adam Sheridan, Research on WARC, Ipsos Views
Campaigns using creative evaluation services are less likely to achieve long-term effects, so marketers need to better apply these metrics in their creative development process to improve the chance of achieving long term business effects.
Article
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Stephen Whiteside, Event Reports, Cannes Lions, June 2019
Unilever, the consumer goods giant, undertook an innovative experiment in a bid to help its marketers and agencies reduce their use of stereotypes.
Research Paper
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Gianluigi Guido, Marco Pichierri, Giovanni Pino, and Rajan Nataraajan, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 219-231
This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.
Article
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Brooke Hemphill, Event Reports, Mumbrella Audioland, May 2019
By optimising their creative approach, brands can improve the effectiveness of audio ad campaigns.
News
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31 May 2019
Consumers and industry professionals rate advertising creativity in different ways, with potentially significant impacts on the power of these messages, according to a paper in the Journal of Advertising Research (JAR).
Opinion
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Raafi Alidina, May 2019
Portraying diversity and inclusion in ads is a good thing, says Raafi Alidina, a consultant at Frost Included, but it’s not something to be ‘done on the side’.
News
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07 May 2019
Creative decisions require leaps into the unknown – it is impossible to analyse your way to a brilliant idea – but the greater accessibility of neuroscience testing techniques means that optimising for effectiveness has never been ...
Article
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Sam Peña-Taylor, WARC Exclusive, May 2019
Neuroscience insights are becoming ever more accessible, and are quicker to find than ever before: here are three examples of brands and agencies deploying these techniques effectively.
Research Paper
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Erik Modig and Micael Dahlen, Journal of Advertising Research, Digital First, March 2019
Research has shown the importance of advertising professionals' creativity assessments in achieving desired consumer responses.
