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58% of TikTok users delay brand engagement so as to not interrupt content browsing

Data • Rob Clapp, WARC Data Points, June 2021

An overview of engagement with social media advertising in Southeast Asia.

Time to decide: Measuring response time for innovation and brand growth

Article • Research on WARC, June 2021

A study conducted by the Ipsos Global Science Organization in 2020 which examines the role of response time in conflict detection, one of the potential reasons for disruption in the adaptive control function.

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, Vol. 61, No. 2, 2021, pp. 178-191

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

Why cheap, low-quality giveaways are bad for brands: Quality of freebies drives consumer attitudes, but personalization can help

Research Paper • Samuel Stäbler, Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 164-177

Companies employ giveaways primarily to create awareness and strengthen their brands. Little academic research has examined the effectiveness of giveaways, however.

YouGov Ad of the Month - US: Google Search

Opinion • BrandIndex, June 2021

The search engine synonymous with the word ‘search’ achieved the highest uplift in Ad Awareness in the US during May.

YouGov Ad of the Month – UK: Premier Inn

Opinion • BrandIndex, June 2021

According to YouGov BrandIndex, Premier Inn achieved the highest uplift in Ad Awareness of any brand in the UK during May.

Proposal of a method to identify recall ability and brand associations

Research Paper • Masao Ueda, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 386-400

The purpose of this research is to develop a method to identify the ability to recall brand association and clarify which brand association is able to discriminate the recall ability.

Embracing multiplicity: Experimenting with outcome-based brand planning

Article • Pete Buckley and Gareth Price, WARC Exclusive, May 2021

Facebook’s Pete Buckley and Gareth Price draw on new research from Oxford University and Kantar to highlight the power of multiplicity in brand building.

The 2021 SoundOut Index: A report on the effectiveness, market penetration and personality of the world's best known sonic logos

Article • Research on WARC, May 2021

The industry’s first ever in depth analysis on how effectively sonic branding is currently being used by major organisations, providing long overdue benchmarks and brand tracking metrics.

Unlocking the new currency of attention: A UK perspective

Article • Research on WARC, May 2021

Presents the findings from a large-scale, robust research study to test and quantify the relationship between ad attention and brand outcomes.

What we know about campaign and brand tracking

Article • WARC Best Practice, April 2021

Explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.

What we know about short-form video

Article • WARC Best Practice, May 2021

Provides marketers with information and guidance about short-form video.

WARC Talks: Share of search

Article • James Hankins and Shann Biglione, WARC Exclusive, April 2021

Discusses how marketers can use share of search as a metric and if this could be a new way to prove the effectiveness of advertising.

Facebook research: Diverse and inclusive representation in online advertising

Article • Facebook, Research on WARC, April, 2021

Looks at diverse and inclusive representation in online advertising.

How Confused.com drew on Binet & Field to deliver long-term brand success

Article • Brian Carruthers, Event Reports, Festival of Marketing: The Bottom Line, March 2021

Confused.com, the price comparison site, boosted spontaneous awareness with a brand-building campaign, while also driving short-term results with activation efforts.

From brand lift to memory recall: How news media boosts ad impact

Article • Low Lai Chow, Event Reports, CMO Australia webinar: Reframing Perceptions of Old School Advertising in the New Consumer Normal

A study commissioned by Australian media alliance ThinkNewsBrands examines the impact of news platforms on consumers’ path to purchase by focusing on memory effects, brand attitudes and purchase propensity.

In the US, local TV advertising resonates with pandemic consumers

Article • Bill Day, WARC Exclusive, Spotlight US, March 2021

Analyzes research from ten years of evaluating 5,000 local ads in the US, with an emphasis on how consumers responded to advertising during the pandemic.

The ANA outlines the benefits of standardized metrics for influencer marketing

Article • Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, December 2020

The Association of National Advertisers (ANA), the trade body, is seeking to bring a greater degree of standardization to the measurement of influencer marketing.

Strategy Toolkit module 7: Evaluating success

Article • WARC Strategy Toolkit, March 2021

This article offers a selection of papers that are best-in-class on the various elements of effectiveness.

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.

What we know about recall and recognition

Article • WARC Best Practice, February 2021

Provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.

Activating emotions makes it more likely an ad will go viral

News • 08 February 2021

It is estimated that more than 180 million viewers will have tuned into Sunday’s Super Bowl between the Kansas City Chiefs and the Tampa Bay Buccaneers and, as ever, marketers will study the data to find out which ads scored a hit.

New Google cookie-replacing technique shows 95% conversion

News • 27 January 2021

Google has unveiled a new ad targeting technique that could replace third-party cookies; called Federated Learning of Cohorts (FLoC), it involves grouping users with similar interest groups.

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

Opinion • Shann Biglione, January 2021

This article is part of a series of articles from the WARC Guide to new research in marketing.

From accountability to incrementality: How can better measurement help businesses grow?

Research Paper • 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.

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 combining TV with digital media

Article • WARC Best Practice, July 2020

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

Article • WARC Best Practice, December 2020

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.
What we know about engagement

Article • 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.