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WARC Talks: Closing the effectiveness gap

Article • Nathalie Bordes, Sarah Faust and Maren Seitz, WARC Exclusive, January 2022

WARC Talks the Marketer's Toolkit 2022 in a series of 5 podcasts covering the key themes identified in the report, with this episode focusing on closing the effectiveness gap.

What we know about attention

Article • WARC Best Practice, January 2022

Looks at the importance of strong emotional response, channel fitness-for-purpose and quality targeting in creative execution.

What we know about long-term and short-term effectiveness

Article • WARC Best Practice, December 2021

This article provides marketers with information about how to balance long-term and short-term strategies.

Effective engagement: Why consumer insights hold the key for India’s brands

Article • Sangeeta Tanwar, Event Reports, Mint CX Summit, October 2021

Consumer insights hold the key to effective buyer engagement and retention, and brands that can identify and work on these insights can make a big difference by delivering a superlative consumer experience.

YouGov Advertiser of the Month – UK: John Lewis

Opinion • BrandIndex, December 2021

John Lewis is the UK Advertiser of the Month for November 2021, as its annual festive offering drops.

YouGov Advertiser of the Month – Singapore: Singapore Airlines

Opinion • BrandIndex, December 2021

Singapore Airlines registered the biggest increase in Advertising Awareness for November 2021, thanks to its latest campaign.

YouGov Advertiser of the Month – US: Pillsbury

Opinion • BrandIndex, December 2021

Just in time to kick off the holiday season, Pillsbury is the brand with the biggest increase in Advertising Awareness for November 2021.

Dentsu attention economy project

Case Study • MRS Awards Papers, Winner, Media Research, 2021

Dentsu, the advertising company, used the Dentsu Attention Economy project to leverage the insight to create a tool to buy attention in the UK.

Effects of animation and rotoscoping in direct-to-consumer Rx TV advertising: How animation vs. rotoscoping vs. live action drive perceptions and attitudes toward drugs

Research Paper • Amie C. O’Donoghue, Kevin R. Betts, Sarah Parvanta, Mihaela Johnson, Bridget Kelly, and Nicole Mack, Journal of Advertising Research, Vol. 61, No. 4, 2021, pp. 397-413

This study experimentally tested the effects of animation versus rotoscoping versus live action in direct-to-consumer television advertising on outcomes, including risk and benefit perceptions and attitudes toward the drug.

What we know about scheduling TV ads

Article • WARC Best Practice, November 2021

This article provides marketers with information and guidance about scheduling TV ads.

Customer experience trends in Asia that will mould e-commerce ahead

Article • Mukta Lad, Event Reports, FUTR Asia 2021 Summit, October 2021

CleverTap’s Meenakshi Ganesh examines the customer experience trends that will shape e-commerce going forward at FUTR Asia 2021.

American Express’ Naysla Edwards: How Amex is facing COVID and a changed world

Opinion • Gabey Goh, November 2021

Naysla Edwards, Vice President Brand, Charge Cards & Member Experience for American Express, Australia and New Zealand, speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2022 about how the company has weathered the pandemic and how it is preparing for the opening up of Australia and the world. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .

What we know about product placement

Article • WARC Best Practice, October 2021

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.

How to ensure that a sonic logo is going to be effective

Article • David Courtier-Dutton, WARC Best Practice, October 2021

This article focuses on the SoundOut Index Effectiveness Edition, a deep dive into what makes a sonic identity effective for consumers.

Driving effectiveness with direct mail: Making a physical impact in a digital world

Article • WARC Exclusive, October 2021

This report, developed in association with Royal Mail Marketreach, is an analysis of successful UK case studies that use direct mail, both as lead media and in the media mix.

Modern marketing in India: The use of mobile in the digital marketing mix

Data • WARC Data, October 2021

Summarises the findings of WARC's latest mobile marketing survey, conducted across India on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

What we know about the context and positioning of TV ads

Article • WARC Best Practice, September 2021

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

Measuring advertising’s effect on mental availability

Research Paper • Kelly Vaughan, Armando Maria Corsi, Virginia Beal, and Byron Sharp, Int. Journal of Market Research, Vol. 63, No. 5, 2021, pp. 665-681

This study shows that the impact of advertising on consumer memory can be observed using mental availability (MA) metrics.

What we know about dwell time

Article • WARC Best Practice, September 2021

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.

Planning for inclusion: A media case for conscious advertising

Article • Christopher Kenna, Chris Ladd, Francesca Leronni, Martin Radford, WARC Exclusive, September 2021

Brand Advance and Ebiquity is helping responsible advertisers like Nationwide and GSK find diverse audiences.

Strategies for more effective six-second video advertisements: Making the most of 144 frames

Research Paper • Colin Campbell and Erin Pearson, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 260-275

Six-second advertisements are a recent advertising format growing in popularity. Despite their growth, little insight exists on how to craft successful six-second advertisements.

Addressing mental availability is more important than brand rejection for B2B marketers

Article • Stephen Whiteside, Event Reports, LinkedIn/B2B Institute webinar, August 2021

Research by the B2B Institute, a think tank supported by LinkedIn, and the Ehrenberg-Bass Institute has identified a mental availability issue for business-to-business players.

Effective frequency: A study based on insights from the Sky Media effectiveness database

Article • Leo Malagoni, WARC Exclusive, August 2021

Exploring the new rules of TV and video ad frequency management.

A page from ‘The OOH Playbook’: How to raise the bar of out-of-home media planning

Article • Jennie Roper, WARC Best Practice, August 2021

A how-to-guide to make media planning more effective and efficient.

What we know about combining TV with digital media

Article • WARC Best Practice, July 2021

Provides marketers with information and guidance about combining TV and digital media strategies.

What we know about combining TV with digital media

Article • WARC Best Practice, July 2021

Provides marketers with information and guidance about combining TV and digital media strategies.
What we know about brand and advertising awareness

Article • WARC Best Practice, February 2021

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

Article • WARC Best Practice, December 2021

This article provides marketers with information about how to balance long-term and short-term strategies.
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.
Does brand matter in digital commerce?

Article • WARC Exclusive, July 2021

Part of the WARC series ‘Rethinking brand for the rise of digital commerce’, this report addresses the importance of brand in digital commerce.