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How brands can adopt a new approach to measuring brand experience

Article • Christophe Castagnera, WARC Exclusive, October 2020

Advice on how brands can more accurately measure the impact of customer experiences.

No, share of search won't replace share of voice

Opinion • Shann Biglione, October 2020

There is growing confusion around how marketers can apply ‘share of search’; Shann Biglione of Zenith USA sets the record straight

YouGov Ad of the Month – KSA: Riyad Bank

Opinion • BrandIndex, October 2020

During September, Riyad Bank achieved the highest uplift in Ad Awareness of any brand in Saudi Arabia.

YouGov Ad of the Month – US: The NFL

Opinion • BrandIndex, October 2020

As the National Football League came roaring back to life in September, advertising awareness for the league skyrocketed.

YouGov Ad of the Month – UK: Santander

Opinion • BrandIndex, October 2020

During September, Santander achieved the highest uplift in Ad Awareness of any brand in the UK with a +12.1 rise.

Changing touchpoint influence and relevance as a result of the pandemic

Article • Eric Dherte, WARC Exclusive, October 2020

This research looks at 36 touchpoints for 18 non-alcoholic drinks brands through a methodology that evaluates the relative influence of each touchpoint.

Taco Bell and General Motors use connected cars to understand the impact of radio ads for consumers on the move

Article • Geoffrey Precourt, Event Reports, ARF AUDIENCEXSCIENCE, September 2020

Taco Bell, the quick-service restaurant chain, partnered with General Motors, the automaker, to better understand the impact of radio advertising on people travelling in cars.

Superimposed text size and contrast effects in DTC TV advertising: Bigger is better, high contrast not so much

Research Paper • Ryan S. Paquin, Amie C. O’Donoghue, Bridget J. Kelly, Kevin R. Betts, Mihaela Johnson, Christine N. Davis, Alyssa Jordan, and Peyton Williams, Journal of Advertising Research, Digital First, September 2020

Direct-to-consumer prescription-drug television advertisements often contain superimposed text (supers) to convey information about the advertised product.

Gen Z is better at recalling ad content than older consumers

News • 10 September 2020

Gen Z consumers are often considered to have lower attention spans than older generations, but a new global study has revealed they recall advertising content better than millennials and Gen X, particularly when it comes to skippable video ads that l

Do your ads talk too fast to your audio audience? How speech rates of audio commercials influence cognitive and physiological outcomes

Research Paper • Emma Rodero, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 337-349

Speech rate plays a critical role in understanding speech and therefore in advertising messages. Announcers tend to speak fast in radio and television commercials.

What we know about product placement

Article • WARC Best Practice, September 2020

Examines key insights on product placement, the subtle form of advertising for promoting branded products and services, which can enhance brand awareness, recall and drive sales.

What we know about dwell time

Article • WARC Best Practice, September 2020

Provides guidance and information on a much discussed and increasingly relevant topic of dwell time, or the length of a user's exposure to content.

YouGov Ad of the Month – US: Dunkin’

Opinion • BrandIndex, September 2020

Dunkin’, the coffee-and-donut chain, saw Ad Awareness increase by more than any other brand in the US during August.

YouGov Ad of the Month – Indonesia: Tehbotol Sosro

Opinion • BrandIndex, September 2020

Sweet tea Tehbotol Sosro is the brand that has achieved the highest uplift in its Ad Awareness during August.

YouGov Ad of the Month – KSA: Panda

Opinion • BrandIndex, September 2020

During August, Panda achieved the highest uplift in Ad Awareness of any brand in Saudi Arabia.

YouGov Ad of the Month – UK: EE

Opinion • BrandIndex, September 2020

During August, EE achieved the highest uplift in Ad Awareness of any brand in the UK with a +10.3 change.

What we know about the context and positioning of TV ads

Article • WARC Best Practice, September 2020

This article provides marketers with information and guidance about the effective positioning of TV ads.

Mars’ secret for success in digital: focus on peak attention

News • 18 August 2020

Mars, the food-to-petcare business, sees attention as an important metric in its digital advertising – and “peak attention” in particular as a crucial moment for delivering an emotional message.

Australians watched more ads than they thought but true attention remains scarce

News • 18 August 2020

Australians are watching more ads than they think they are but that doesn’t mean it’s good news for marketers and advertisers.

Direct Mail and Door Drops rack up record life spans

News • 18 August 2020

While Direct Mail and Door Drop volumes in the UK have declined during the pandemic crisis, more time spent at home has seen double digit increases in how much consumers are interacting with and sharing their mail and consequently the length of time

Mixing it up: Diversifying ad formats to achieve more

Article • Taylor Ward and Kara Manatt, WARC Exclusive, August 2020

Research from Twitter, Magna Global and IPG Lab into how advertisers can boost effectiveness through ad format synergy.

How low-quality giveaways can hurt brands

News • 13 August 2020

Low-quality giveaways can “backfire strongly” on brands and have a negative impact that is more memorable to consumers than receiving high-quality items, a study in the Journal of Advertising Research (JAR) has found.

YouGov Ad of the Month – UK: McDonald’s

Opinion • BrandIndex, August 2020

During July, McDonald’s achieved the highest uplift in Ad Awareness of any brand in the UK with a +9.9 point rise.

YouGov Ad of the Month – US: Peacock

Opinion • BrandIndex, August 2020

During July, Peacock was the brand that achieved the greatest increase in ad awareness in the US.

What we know about advertising clutter

Article • WARC Best Practice, August 2020

This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.

What we know about combining TV with digital media

Article • WARC Best Practice, July 2020

Provides marketers with information and guidance about combining TV and digital media strategies.
The WARC Guide to Planning for Attention

Article • WARC Best Practice, June 2020

A summary of new thinking and best practice on Planning for Attention, from the WARC Guide.
What we know about brand and advertising awareness

Article • WARC Best Practice, January 2020

This article examines and provides guidance for marketers attempting to understand awareness, covering approaches, definitions and key insights.
What we know about long-term and short-term effectiveness

Article • WARC Best Practice, October 2019

This article provides marketers with information about how to balance long-term and short-term strategies.
Cannes Lions 2019: Insights from the Creative Effectiveness winners

Article • WARC Exclusive, July 2019

Highlighting trends among the campaigns entered into the 2019 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
Anatomy of effectiveness: A white paper by WARC

Article • WARC Exclusive, June 2019

Summarises current thinking about how to advertise effectively, given the current sense that advertising is not driving the growth it should be.