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Context & position of advertising

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Contextual targeting grows in importance for privacy and post-cookie world

Data • Rob Clapp, WARC Data Points, October 2020

An overview of how European advertisers, agencies and publishers are considering solutions to data protection regulation and browser cookie controls.

What we know about marketing in real-time

Article • WARC Best Practice, September 2020

This article provides guidance and reading on the subject of real-time marketing; closely aligned with technologies like programmatic, its implications travel across the marketing ecosystem.

Consumers’ response to format in native advertising vs. editorial: The interaction between format similarity and format novelty

Research Paper • Yoori Hwang and Se-Hoon Jeong , Journal of Advertising Research, Digital First, September 2020

The key characteristic of native advertising is that it simulates the format of the editorial content.

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.

Global online content consumption doubles in wake of COVID

News • 23 September 2020

Daily online content consumption around the world has soared since the start of the COVID-19 pandemic, doubling on average from 3 hours 17 minutes to 6 hours 59 minutes, a new study finds.

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 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.

Content-led marketing strategies are more effective than ever for brands

News • 10 August 2020

During lockdowns there has been a voracious appetite for good content; a new WARC report shows how a well thought-out content strategy can pay off for brands.

2020 Content Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, August 2020

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2020 WARC Awards.

Content is worthless alone - success depends on context

Opinion • Diana Lopes, July 2020

The effectiveness of content relies on the context framing it, writes WARC Awards judge Diana Lopes.

Using digital advertising to deliver brand outcomes

Opinion • Marie-Clare Puffett, July 2020

Digital media is important for delivering brand outcomes and positively influencing long-term growth, but there are a number of factors at play to ensure a successful campaign.

Quality and quantity are the best blend for post-pandemic advertising

Opinion • Virginie Dremeaux, June 2020

The easing of lockdowns is changing the environment for advertisers again. Virginie Dremeaux advocates using premium environments and experimenting with new channels, strategies and audiences.

Brand safety: A playbook for marketers

Article • GroupM, Research on WARC, June 2020

Gives an overview of political, social and technological shifts impacting brand safety at a high level and looks to specific challenges in five categories currently undergoing rapid transformation: Connected TV, Digital Out-of-Home, Location Data, Audio and Gaming.

Brand suitability is more important than ever for FMCG

Opinion • Nick Morley, June 2020

A simplistic brand safety approach, such as keyword blocking, has been exposed by the current crisis. It’s time to think more broadly about a brand suitability strategy, says Nick Morley.

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.

Media means business: Creating meaningful media in pharma

Article • Havas Lynx Group, Research on WARC, June 2020

This Havas White Paper outlines how pharma brands can make the most efficient and effective media choices.

Returning to the great outdoors: A four-step guide to OOH effectiveness after COVID-19

Article • Sophie Pemberton and Emily Alcorn, WARC Exclusive, May 2020

Advice for brands on returning to outdoor media after the coronavirus lockdown.

Balancing context and creative for COVID-19 messaging

News • 14 May 2020

Brands seeking to deliver a coronavirus-focused video message need to concentrate as much on the environment surrounding this material as the creative execution, according to a new study.

Mondelez gets to grips with dynamic OOH

Article • Alex Brownsell, WARC Exclusive, March 2020

Lessons learned by Mondelez International in its experimentation with dynamically-served digital outdoor media.

Contextually relevant content boosts DOOH

News • 04 March 2020

Digital Out of Home campaigns that focus on delivering contextually relevant content significantly increase ad recall and sales response, claims a new three-part study.

A neuroscientific method for assessing effectiveness of digital vs. print ads: using biometric techniques to measure cross-media ad experience and recall

Research Paper • Andrea Ciceri, Vincenzo Russo, Giulia Songa, Giorgio Gabrielli, and Jesper Clement, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 71-86

Marketers can choose among various media to convey advertising, ranging from printed advertising on paper to websites through the Internet and mobile through smartphones and tablets.

Wednesday is best day for cross-Europe TV campaigns

News • 24 February 2020

Many European brands, and an increasing number of US companies, run TV ad campaigns across multiple countries in Europe and now they can access the results from a new study that identifies key performance trends in 12 markets.

Consumers most trustful of search and traditional media, least of social

Data • Rob Clapp, WARC Data Points, February 2020

An overview of consumer trust in different media as a source of news and information since 2012.

Location data: Closing the loop for DOOH

Opinion • Alex Wright, February 2020

Knowing where an audience is and understanding its behaviour is key to planning a digital out-of-home campaign, writes Alex Wright, head of insights at Blis.

Why AI means the return of contextual targeting

News • 18 February 2020

The slow death of the third-party cookie means that contextual targeting will become increasingly important – and marketers should use the insights they generate from current cookie data to inform their future contextual strategies, an industry speci

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.
2020 Content Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, August 2020

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2020 WARC Awards.
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.
Trends from the Marketer's Toolkit 2020

Article • David Tiltman, WARC Webinars, November 2019

David Tiltman, VP of content at WARC, looks at what senior marketers are most excited about and worried by in the year ahead.
Marketer's Toolkit 2020: Data Report

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 Data Report adopts the STEIP methodology to cover five drivers of change that will affect marketers next year: Society, Technology, Economy, Industry and Policy.
Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.