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Context & position of advertising

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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.

Trust in media: The new publishing battleground

Research Paper • Duncan Southgate; Gonca Bubani, ESOMAR Conference papers, 2021

Kantar, a data analytics and brand consultancy company, conducted research into the factors influencing consumer trust in brands.

WARC talks creativity and attention

Article • Karen Nelson-Field and Orlando Wood, WARC Exclusive, November 2021

This episode of WARC talks looks at creativity and attention with Karen Nelson-Field, CEO and founder of Amplified Intelligence, and Orlando Wood, Chief Innovation Officer at System1 Group.

Marketers think TikTok advertising is innovative, but less trustworthy

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of marketers' perceptions of trust and innovation of advertising on digital media platforms.

How conscious media investment supports diversity and inclusion

Article • Jerry Daykin, Isabel Massey and Pia Oberoi, WARC Webinars, September 2021

To coincide with this September's WARC Guide to Conscious Media Investment, this webinar looks at how conscious media investment supports diversity and inclusion.

WARC Talks conscious media investment

Article • Jake Dubbins, Belinda J Smith and Clare Melford, WARC Exclusive, September 2021

This podcast episode discusses conscious media investment with Jake Dubbins, Co-Founder & Co-Chair at Conscious Advertising Network, Belinda J Smith, CEO, Americas at m/SIX, and Clare Melford, Co-founder & Executive Director at The Global Disinformation Index.

How Health-Ade is meeting the needs of health-conscious US consumers in difficult times

Article • Stephen Whiteside, Event Reports, Spotlight US, September 2021

Health-Ade, the US kombucha brand, is adapting its strategy as the category evolves and the needs of its customer base evolve.

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.

Media management and matchmaking

Opinion • Duncan Southgate, September 2021

As digital ad spend rises and options expand, advertisers and agencies need to bring analytical rigour to matching their media strategies with their brand’s personalities.

The effects of context congruence on ad persuasiveness in e-magazines: It serves my motive, and I distinguish the advertisement

Research Paper • Achyut Telang, Debajani Sahoo, Sreejesh S., and Justin Paul, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 303-317

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.

Unpacking the tensions in media: Ensuring advertising supports inclusion

Article • Isabel Massey and Jerry Daykin, WARC Exclusive, September 2021

Explains how Diageo and GSK ensure their media investment supports diversity and inclusion.

Lowering costs and increasing click-throughs: NewsGuard’s IPG partnership proves brands can advertise more efficiently by avoiding misinformation sites – and supporting legitimate news

Article • Veena McCoole, WARC Exclusive, September 2021

A case study of a top Fortune 500 advertiser shows how funding quality journalism improves efficiency and supports legitimate news.

The WARC Guide to conscious media investment

Article • WARC Best Practice, September 2021

A summary of new thinking and best practice on conscious media investment.

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.

The role of contextual targeting in a post-third-party cookie, post-IDFA media ecosystem

Article • Margaret Kendrick, WARC Exclusive, July 2021

Outlines the pros and cons of contextually-targeted advertising.

Media Lions 2021: Havas’s Lizzie Nolan on why purpose campaigns need to drive profits

Opinion • Alex Brownsell, June 2021

Lizzie Nolan, Executive Vice President and Managing Director, Strategy & Insights, at Havas shares insights from the virtual judging room at Cannes Lions.

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, Vol. 61, No. 2, 2021, pp. 212-224

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, 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.

Driving marketing effectiveness through digital packaging

Article • 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.

Driving tech-fuelled commerce in Southeast Asia: How Grab, Shopee and Lazada do it

Article • 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.

Emerging Stronger - Building Brands in a Transformed World

Article • 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.

APAC’s wasted adspend: How to tackle it the Rakuten way

Opinion • 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”.

Attention seekers welcome

Article • 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.

The future that was: Reading the future culture coming our way

Opinion • 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.

Strategy Toolkit module 2: The role of the strategist

Article • 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.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Strategy Toolkit module 2: The role of the strategist

Article • 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.
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 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.
The WARC Guide to conscious media investment

Article • WARC Best Practice, September 2021

A summary of new thinking and best practice on conscious media investment.
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.