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Context & position of advertising

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How brand safety detection inadvertently funds misinformation

Opinion • 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.

After the riot: How brands can respond to an ever-changing US political climate

Article • 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.

What we know about newspaper effectiveness

Article • 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.

The OOH opportunity to build, measure and amplify marketing

Article • 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.

Advertising “On the Go”: Are consumers in motion more influenced by ads? Why advertisers should consider consumers’ physical activity when planning ad campaigns

Research Paper • 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.

JCDecaux UK: The moments of truth

Research Paper • 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).

What we know about attention

Article • WARC Best Practice, December 2020

Looks at the importance of strong emotional response, channel fitness-for-purpose and quality targeting in creative execution.

Operationalizing context congruence classifications: Evaluating the relative efficacy of economically framed media environment alignments through the lens of consumer neuroscience

Research Paper • 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.

Context alignment now has been third party validated against business outcomes

Research Paper • 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.

The power of context in improving digital media performance

Opinion • 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.

Winning the beauty contest with the right touchpoint mix

Opinion • Caroline Schicketanz, November 2020

In the fifth of Kantar’s category-specific touchpoint investigations, Caroline Schicketanz explores effective touchpoint management for personal care and beauty brands.

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.

What's working in OOH

Article • WARC Category Intelligence, November 2020

Global strategies, campaign updates and trends in OOH.

Which 2020 trends did we get right? (Spoiler: we didn’t predict a pandemic)

Opinion • David Tiltman, November 2020

WARC’s annual Marketer’s Toolkit looking at the year ahead is being released this week. Head of Content David Tiltman looks back at a tumultuous 2020.

Everything in context – study reveals power of content-relevant ads

News • 03 November 2020

New research shows 70% of consumers in the UK are more likely to recall an online ad when it runs alongside contextually relevant content.

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.

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.

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.

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.

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.
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.
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.
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.
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.
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.