Research Paper
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Yoori Hwang and Se-Hoon Jeong , Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 212-224
The key characteristic of native advertising is that it simulates the format of the editorial content.
Research Paper
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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.
Article
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WARC Exclusive, May 2021
This report, developed in association with HP Graphic Arts, is an analysis of successful case studies that use packaging as lead media, with a focus on those that utilise variable product packaging through digital printing.
Article
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Low Lai Chow, Event Reports, Campaign360 virtual conference, May 2021
Grab, Shopee and Lazada discuss innovation and e-commerce in the Southeast Asia region during a Campaign360 virtual conference.
Article
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GroupM, Research on WARC, March, 2021
This report considers how where brands can handle a world dominated by e-commerce, how global marketers can deal with the mass migration from linear TV to streaming services, and how brands can establish trust and credibility among consumers.
Opinion
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Stuart McLennan, May 2021
As brands recover from the effects of the COVID-19 pandemic, Rakuten’s Stuart McLennan says they must find new ways to overcome the effects of tightened ad budgets by reducing wasted spend. Advertisers can maximise impact by seeing audiences as more than just a series of data points and work to understand the mindset, mood and situation they are experiencing, otherwise known as a “Moment”.
Article
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Anna Sampson, WARC Exclusive, April, 2021
With the demise of the cookie and a renewed focus on attention, context is key when it comes to effective advertising.
Opinion
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Colleen Ryan and Jonny Almario, April 2021
Organisations hoping to be future ready have to sharpen their cultural vision by changing to meet the needs of the cultural context and reorienting to cultural shifts.
Article
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WARC Strategy Toolkit, March 2021
Offers guidance on planning as a job role via a selection of papers that cover the basic principles of planning and definitions of great planning practice.
Article
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Jin Kim, WARC Exclusive, March 2021
Details what advertisers need to know about shoppable media.
Research Paper
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Achyut Telang, Debajani Sahoo, Sreejesh S., and Justin Paul, Journal of Advertising Research, Digital First, February 2021
Despite substantial interest in advertisement-context congruence as a determinant of advertisement effectiveness and advertisement memory in digital platforms, especially in the electronic magazine (e-magazine) context, less attention has been devoted to identifying how it influences advertisement persuasion.
News
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19 February 2021
Third-party cookies are due to be replaced with new tracking technology in most browsers and, ahead of the switch, a new survey has revealed that more than two-thirds (68%) of marketers in the UK believe the future of advertising in a cookieless ecos
Article
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Research on WARC, February 2021
Online safety and regulation has been an issue for a number of years, with high profile incidents fuelling concerns among both the public and advertisers.
News
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28 January 2021
UK consumers are more than willing to watch ad-supported streaming content – but if you want them to watch the ads to the end, make sure they’re relevant to what people are watching.
Opinion
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Alex Brownsell, January 2021
Media owners will be on alert at news that Unilever is committed to re-directing investment to more ‘diverse suppliers’, writes WARC’s Alex Brownsell.
Opinion
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Augustine Fou, January 2021
Virtually all advertisers are acutely aware of brand safety issues these days – from their ads showing up next to terrorist videos on YouTube or ads showing up on fake news, hate speech, or disinformation sites. So, they’ve been increasingly paying for ‘brand safety’ technologies that are supposed to help keep their ads away from these situations. But do those technologies do what they claim to do? No, and it’s even worse than that.
Article
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Anita Schillhorn , WARC Exclusive, Spotlight US, January 2021
Going into the fourth quarter of 2020, a McKinney study found that months of quarantine and pandemic news coupled with a contentious political environment had worn down the American psyche; consumers felt restricted, conflicted, and overwhelmed.
Article
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WARC Best Practice, January 2021
Covers current thinking and reading on the effectiveness of newspaper advertising, a platform still capable of mass appeal; ads placed among relevant content can engage, drive awareness, and drive sales among readers.
Article
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Low Lai Chow, Event Reports, Digital Marketing World Forum Asia, August 2020
Moving Walls’ Srikanth Ramachandran argues that OOH is poised to play a central role in amplifying marketing in a digital-centric world.
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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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).
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.
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.
Opinion
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Jide Sobo, November 2020
Ebiquity’s Jide Sobo outlines the findings of a new report on the role of context in optimising digital media ROI.
