You are in

Home Topics Media planning Reach and frequency, recency

Reach and frequency, recency

Latest
Most Read

Filter by

Reach and frequency, recency (168)

Search in

Case studies (1)

Articles (75)

Research papers (67)

News (16)

Opinion (9)

Data (0)

Rankings (0)

Show only

Recommended

(23)

Videos

(3)

Date Range

All
Last year
Last three years
Last five years
Set date range

From

Search within

Categories

Brands

Location

Source

168 results found

Reset Filters

Search in

Case studies (1)

Articles (75)

Research papers (67)

News (16)

Opinion (9)

Data (0)

Rankings (0)

Show only

Recommended

(23)

Videos

(3)

Date Range

All
Last year
Last three years
Last five years
Set date range

From

Search within

template

Industry Sector

template

Brand

template

Location

template

Source

template

168 results found

Sort by

Advertisers take major step towards ‘Holy Grail’ of cross-media measurement

News • 16 September 2020

A new framework aimed at giving advertisers a far greater understanding of their ads’ reach and frequency across all media is to be road-tested in the US and UK, the World Federation of Advertisers (WFA) has said.

Tech and telco brands lead the way into the great media unknown

Opinion • Sahaj Chawla, August 2020

In the second of Kantar’s category-specific touchpoint investigations for WARC, Sahaj Chawla takes a look at media effectiveness for tech and telco brands.

What we know about reach and frequency

Article • WARC Best Practice, July 2020

Provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.

Attitudes to digital video advertising report

Article • IAB Europe, Research on WARC, July 2020

Highlights key trends in attitudes to Digital Video Advertising.

WARC from Home: Frequency management – what is it and how is it evolving?

Opinion • WARC from Home, May 2020

WARC from Home is a new series to help subscribers to brush up on the essentials of marketing during the COVID-19 lockdown. Find all WARC from Home content here .

MENA’s anatomy of effectiveness: Regional perspectives on key industry thinking

Article • WARC Exclusive, April 2020

A special report looking at how WARC's global guidelines for marketing effectiveness apply in the MENA region.

Addressing mass audiences at scale in 2020

Article • Martin Radford, WARC Exclusive, February 2020

How brands should adapt to shrinking TV audiences in the age of media fragmentation.

What we know about targeting vs reach

Article • WARC Best Practice, February 2020

Explains the benefits of targeting and reach and explains key differences, such as how tight targeting can benefit short-term activation campaigns, whilst reach can be favourable for long-term brand-growth strategies.

TV is in decline, but successors remain in doubt

News • 06 February 2020

TV’s reach has maintained the medium’s primacy since it became the focal point of living rooms and advertising budgets, but the rise of digital platforms have complicated this view – new research from Ebiquity sheds crucial light on what’s really goi

IAB UK: Changing the channel - A comprehensive guide to Connected TV

Article • Research on WARC, November 2019

Provides a comprehensive guide to the UK Connected TV (CTV) market, covering everything from how to approach planning a CTV advertising campaign through to measurement and attribution, alongside a bespoke piece of consumer research.

Why traditional media still matters: Birds Eye Marketing Director, Steve Challouma

Opinion • Anna Hamill, November 2019

This interview is part of the Marketer’s Toolkit 2020. Download the summary report here . In this exclusive interview for WARC’s annual Marketer’s Toolkit release, Steve Challouma – Marketing Director at Bird’s Eye, a leading British food company – speaks to WARC’s Anna Hamill about the continuing power of traditional media, the difference between purpose and CSR, and effective ROI measurement.

Content, targeting and the new era of platforms: The Hershey Company’s CMO, Jill Baskin

Opinion • Cathy Taylor, November 2019

This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .

Marketer's Toolkit 2020: Building brands in the walled gardens (Industry)

Article • WARC Trends, November 2019

Part of WARC's Marketer’s Toolkit 2020, this chapter offers a deep dive into industry trends affecting marketing plans in 2020.

What we know about radio and audio effectiveness

Article • WARC Best Practice, October 2019

Explores the current writing and thinking on the effectiveness of radio and audio, mediums with inherent persuasive strengths and track records of strong ROI.

Asia's anatomy of effectiveness

Article • WARC Exclusive, October 2019

Summarises current thinking about how to advertise effectively in the APAC region, given the current sense that advertising is not driving the growth it should be.

FMCG brands and the future of TV

News • 08 September 2019

The growth of fast-moving consumer goods (FMCG) brands has been intrinsically linked to mass reach media, but brands now face difficult choices when it comes to TV in particular, which may require a serious reappraisal of the wider media market, an i

Future fit communications planning: Exploring new strategies for growth for FMCG brands

Article • Chris Worrell, WARC Exclusive, September 2019

This two-part paper seeks to identify and describe the issues that Wavemaker see as having both the largest and most immediate impact on the growth of FMCG brands.

Video-neutral planning: How to inspire excellent media strategies

Article • Chris Sloane, Admap, September 2019

Explores Video Neutral Planning (VNP) and covers the process by which any media planner or manager can create an improved schedule across video formats to a set budget.

Quality Attention

Research Paper • Erik Nylen, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019

Parsec, a media company, helps brand marketers discover the value of media placements by measuring attention.

Médiamétrie: The renewal of the model of Mediaplanning: how to improve prediction in a digital world

Research Paper • IAB Europe Research Awards, Highly Commended, Advertising Solutions, 2019

Médiamétrie, the media company, offers a solution to the uncertainty of media planning and campaign performances in France.

Gemius: #TrueSingleSource

Research Paper • IAB Europe Research Awards, Winner, Audience Measurement, 2019

Gemius SA, a media company, launched two products that allows marketers in Poland to gain in depth analysis on tagged and non-tagged campaigns.

OOH campaign measurement effectiveness

Research Paper • Outdoor Advertising Association of America, July 2019

Looks at how accuracy, scale and transparency unlock footfall attribution for out-of-home campaigns.

The anatomy of effectiveness and highlights from Cannes

Article • David Tiltman, WARC Webinars, July 2019

David Tiltman, VP of content at WARC, takes viewers through WARC's white paper 'Anatomy of Effectiveness', and the five key priorities for brand marketers and advertising agencies seeking to achieve greater impact.

Nielsen out-of-home advertising study 2019

Research Paper • Outdoor Advertising Association of America, July 2019

Provides a detailed examination of America’s travel habits and its exposure to out-of-home advertising including billboards, street furniture, transit and place-based ads.

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 reach and frequency

Article • WARC Best Practice, July 2020

Provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.
What we know about targeting vs reach

Article • WARC Best Practice, February 2020

Explains the benefits of targeting and reach and explains key differences, such as how tight targeting can benefit short-term activation campaigns, whilst reach can be favourable for long-term brand-growth strategies.
What we know about radio and audio effectiveness

Article • WARC Best Practice, October 2019

Explores the current writing and thinking on the effectiveness of radio and audio, mediums with inherent persuasive strengths and track records of strong ROI.
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.
Frequency: How much is too much? Admap summary deck

Article • Admap Magazine, March 2019

A summary of new thinking and best practice on frequency in the age of ad blocking from Admap.
Revisiting the relationship between ad frequency and purchase intentions: How affect and cognition mediate outcomes at different levels of advertising frequency

Research Paper • Jennifer Lee Burton, Jan Gollins, Linda E. McNeely, and Danielle M. Walls, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 27-39

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.