Article
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Rachel Sutton, Phil Hall and Nick Shaw, WARC Exclusive, March, 2021
Insights from Ocean Outdoor’s research into premium, large format digital OOH.
Article
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WARC Strategy Toolkit, March 2021
Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.
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.
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.
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.
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.
News
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29 October 2020
Television spots can leverage similar creative techniques to maximise attention and emotional responses from viewers, but many ads ignore these best practices altogether.
Article
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Stephen Whiteside, Event Reports, EffWorks, October 2020
Analysis covering online video advertising by Orlando Wood, chief innovation officer at research firm System1, revealed various best practices for brands to follow.
Article
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Stephen Whiteside, Event Reports, EffWorks Global 2020
Analysis by research company System1 and attention-tracking firm TVision have established that the same creative techniques deliver TV ads that perform strongly in terms of both emotion and attention.
News
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04 October 2020
When addressed with relevant TV advertising, respondents liked addressable ads four times more than non-addressable in a recent study – thanks to a combination of relevancy and big-screen quality.
Article
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Harry Harcus , WARC Exclusive, September, 2020
Research by Finecast into addressable TV advertising effectiveness.
Article
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Dr Gemma Calvert, Win Ee Chun and Dr Eamon Fulcher, WARC Exclusive, June 2020
Distinctive brand assets have a powerful role to play in ensuring top-of-mind recall with consumers – but in a world changed by COVID-19, a strategic reassessment of assets is needed.
Opinion
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Orlando Wood, June 2020
Orlando Wood, Chief Innovation Officer of System1, describes the change in creative style that’s occurred over the last 15 years and how it has undermined effectiveness. With advertising spend moving to online channels, what features drive long-term brand growth online? What work is connecting today and how should advertisers think about creativity as we emerge from the crisis.
Opinion
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WARC from Home, May 2020
WARC from Home is a new series to help subscribers brush up on the essentials of marketing during the COVID-19 lockdown. Find all WARC from Home content here .
News
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04 March 2020
Digital Out of Home campaigns that focus on delivering contextually relevant content significantly increase ad recall and sales response, claims a new three-part study.
Article
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WARC Exclusive, February 2020
Anna Lakomy, general manager of Americas East at System1 Research, talks about the effects of 'left' and 'right' brain advertising, and how to make your creative more effective.
News
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04 February 2020
As a key US election year ramps up, candidates are putting out more and more sophisticated advertising than ever before, but new research indicates how neuromarketing techniques can optimise ads for a political audience.
Research Paper
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MRS Awards Papers, Finalist, Virginia Valentine Award for Cultural Insights, 2019
New work by Orlando Wood of System1 shows how cultural insight and large-scale data analysis can combine to uncover a hidden and highly significant trend within marketing and advertising.
Research Paper
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Dmitry Gaiduk, ESOMAR Conference papers, Fusion, 2019
Complementing survey research with non-conscious tools allows researchers to gain a better understanding of what really drives consumer decisions: emotions, biases and stereotypes.
News
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31 October 2019
Influencers can generate a significantly stronger emotional response and higher levels of memory encoding than TV ads, according to research seeking to move the measurement of influencer marketing effectiveness beyond reach and engagement metrics.
Article
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Crawford Hollingworth and Liz Barker, The Behavioural Architects, October 2019
Looks at the endowment effect and what factors seem to strengthen or weaken it or whether context matters.
