Research Paper
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Minh Nguyen, ESOMAR Conference papers, Insights Festival, 2020
Search engine Google redefined the way it measures advertising to focus on incrementality and demonstrated how it can be used to remove the potential biases found in long-accepted methodologies.
Research Paper
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Mario Dughi, Utsav Mamoria, Abhinav Mohan, Souvik Roy, ESOMAR Conference papers, Insights Festival, 2020
FMCG multinational Unilever created a hyper-targeted audience to change market behaviour and grow consideration and sales for its Breeze liquid laundry detergent in the Philippines.
Research Paper
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Micael Dahlen, John Karsberg, Sofie Sagfossen, Helge Thorbjørnsen, and Fredrik Lange, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 417-425
People increasingly are in motion when exposed to advertising, which begs the question, "Are moving consumers more influenced by advertising?" This article builds on grounded cognition–the premise that the body influences the brain–to show that physical activity has positive effects on attitudes and intentions toward an advertisement and a brand.
Research Paper
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Aaron Michelon, Steven Bellman, Margaret Faulkner, Justin Cohen, and Johan Bruwer, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 407-416
Radio remains popular, delivering an audience reach of over 90 percent, but radio ratings may overestimate real advertising exposure.
Research Paper
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Sungjun (Steven) Park and Byungho Park, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 381-393
Do consumers process mobile advertising on mobile websites and branded apps in the same way? To answer this question, this article examines both the antecedents and consequences of mobile websites and branded apps.
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 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).
News
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04 December 2020
While there is no creative recipe that will ensure Super Bowl ad success, advertisers can understand the determining factors for successful activation for their campaigns, say two strategy leads at Mano.
News
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02 December 2020
With media budgets tight in many markets, a new WARC report highlights the sort of innovative strategies, that, post-pandemic, brands can use to facilitate talking points and grab attention as well as drive PR and social engagement.
Article
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WARC Best Practice, December 2020
Summarises the insights from a series of key papers on engagement – broadly speaking, eliciting feelings and emotion from consumers – although it is difficult to define precisely due to the ever-changing social and technological context in which marketers are trying to achieve and measure it.
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.
Article
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WARC Best Practice, December 2020
This article provides marketers with information about how to balance long-term and short-term strategies.
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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Bill Harvey, ARF Experiential Learning, November 2020
Summarises the latest findings on Context Alignment including new third-party validations at scale based on actual sales and branding business outcomes rather than small sample ad communication proxies.
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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26 November 2020
Subscription watching delivers a more engaged audience than non-subscription, according to a new study released by Foxtel in partnership with strategic insights consultancy Nature.
Article
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Biprorshee Das, Event Reports, Zee MELT conference, September 2020
At Zee Melt, Sixieme Son’s Ella Duda, outlines why sonic branding is something brands can no longer ignore or approach as an afterthought.
Article
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Ana Jiménez Núñez and Leander Sodji, WARC Exclusive, November 2020
Key takeaways for Super Bowl advertisers from Mano’s annual Super Bowl Compass report.
Article
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WARC Best Practice, November 2020
This article provides marketers with information and guidance about scheduling TV ads.
Opinion
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David Tiltman, November 2020
In 2019, Simon Peel made headlines when he gave an in-depth account of his brand’s attempts to make its media investment more effective. Here, the Senior Director – Global Media at adidas speaks to WARC’s David Tiltman for the Marketer’s Toolkit 2021 about what’s changed during the pandemic, and how media strategy will evolve in 2021.
Opinion
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BrandIndex, November 2020
During October, entertainment venue Global Village achieved the highest uplift in Ad Awareness of any brand in the UAE.
Opinion
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BrandIndex, November 2020
YouGov Ad of the Month – US: iPhone
Opinion
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BrandIndex, November 2020
During October, iPhone achieved the biggest uplift in its Ad Awareness score with a +11.1 point improvement.
Opinion
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BrandIndex, November 2020
Malaysian chocolate chip cookie Chipsmore is the brand that has achieved the highest uplift in its Ad Awareness during October.
Article
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Stephen Whiteside, Event Reports, Advertising Week, October 2020
Analysis of attention levels to content and advertising, as watched live and on-demand, provides various telling insights about how consumers are responding to this material.
