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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.

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.

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.

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.

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.

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.

YouGov Ad of the Month – Singapore: Shopee

Opinion • BrandIndex, July 2021

Shopee, the multinational technology company focused mainly on e-commerce, saw the highest jump in Ad Awareness of any brand tracked by YouGov in Singapore in June.

YouGov Ad of the Month – UK: Fever-Tree

Opinion • BrandIndex, July 2021

Fever-Tree wins the UK’s Ad of the Month accolade for June.

YouGov Ad of the Month – US: Applebee’s

Opinion • BrandIndex, July 2021

Restaurant chain Applebee’s saw the highest rise of any US brand in its Ad Awareness in June according to YouGov BrandIndex.

Consistency is the missing pillar of successful influencer marketing campaigns

Article • Aaron Brooks, WARC Exclusive, July 2021

Looks at three pillars that make up a successful influencer campaign.

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.

Influencer marketing: Looking beyond the metros

Article • Amandeep Singh, WARC Exclusive, Spotlight India, June 2021

While brands focus on big influencers operating in urban spaces, there is a big ecosystem of new influencers growing in smaller towns and villages across India that presents opportunities, says VMLY&R’s Amandeep Singh.

ASCI ad guidelines: How adding a hashtag can transform influencer strategy

Article • Felix Joy, WARC Exclusive, Spotlight India, June 2021

Guidelines by ASCI, the Advertising Standards Council of India, make it mandatory for online influencers to prominently label promotional content, but Blink Digital’s Felix Joy says this will impact their credibility as they are seen to be more trustworthy and authentic.

Rethinking influencer marketing for effectiveness

Article • Samiksha Saxena and Simran Arora, WARC Exclusive, Spotlight India, June 2021

There is no doubt that influencer marketing is here to stay but Mirum India’s Samiksha Saxena and Simran Arora say there are ways to make it an even more effective tool.

Influencer marketing: Keeping up with a dynamic industry

Article • Vaibhav Odhekar, WARC Exclusive, Spotlight India, June 2021

As influencer marketing becomes more important to brands, it is also evolving with changing demands and technology, and AnyMind Group’s Vaibhav Odhekar shares why it is important to watch the space carefully as it grows.

Divesting influencer marketing of its troubles

Article • Hemant Dua, WARC Exclusive, Spotlight India, June 2021

Do Your Thng’s Hemant Dua suggests ways to allay concerns with fake followers and engagement while maximising the benefits in influencer marketing.

Building brand trust in the age of the influencer

Article • Ashutosh Munshi, WARC Exclusive, Spotlight India, June 2021

Edelman’s Ashutosh Munshi says that with influencer marketing gaining popularity, brands have ways to ensure influencers’ voices are authentic, even as advertising guidelines help to spur more honest communication in brand marketing.

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.

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.

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.

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.

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.
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, 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.