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Reach and frequency, recency

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Optimal frequency planning: Research, guidelines & recommendations

Article • ARF Knowledge at Hand, October 2021

Examines the existing research around the pursuit for optimal frequency planning.

What we know about reach and frequency

Article • WARC Best Practice, December 2021

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

What we know about radio and audio effectiveness

Article • WARC Best Practice, November 2021

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

Children’s merchandisers drive profit through SVOD platforms

Article • Matt Ross, WARC Exclusive, November 2021

Children’s content is a vital part of the success of SVOD platforms like Netflix.

L’Oréal finds a new role for TV in driving e-commerce sales

Article • Alex Brownsell, Event Reports, The Future of Media conference, October 2021

The cosmetics company is adjusting its media strategy in response to post-COVID consumer habits.

Redefining reach: How brands can benefit from a high-risk targeting strategy

Article • Alex Brownsell, Event Reports, EffWorks, October 2021

Research by Twitter and Saïd Business School on the role of reach in advertising.

How much is too much? Revisiting the thorny issue of frequency management

Opinion • Alex Brownsell, September 2021

Fresh research is helping advertisers to better understand how many ad exposures are required to ensure an effective campaign, writes WARC’s Alex Brownsell.

Decoding connected TV measurement

Article • Jessica Hogue, WARC Exclusive, August 2021

A summary of research by Innovid and the Association of National Advertisers (ANA).

Effective frequency: A study based on insights from the Sky Media effectiveness database

Article • Leo Malagoni, WARC Exclusive, August 2021

Exploring the new rules of TV and video ad frequency management.

Embracing multiplicity: Experimenting with outcome-based brand planning

Article • Pete Buckley and Gareth Price, WARC Exclusive, May 2021

Facebook’s Pete Buckley and Gareth Price draw on new research from Oxford University and Kantar to highlight the power of multiplicity in brand building.

How Direct Line Group’s investment in BVOD helped to deliver incremental reach

Article • Alex Brownsell, Event Reports, Thinkbox: New trends in TV advertising, April 2021

UK insurer Direct Line Group tested digital channels and platforms to plug a gap in its audience reach.

The consent economy will change digital advertising, but not for the worse

Opinion • Pierce Cook-Anderson, April 2021

The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.

What we know about targeting vs reach

Article • WARC Best Practice, March 2021

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.

Strategy Toolkit module 1: How marketing works

Article • WARC Strategy Toolkit, March 2021

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.

Extend risk beyond reach

Opinion • Charlie Ebdy, February 2021

A relentless focus on audience and outcomes, underpinned by a channel strategy that remains close to business functions, was a winning combination for three of the winners in this year’s IPA Effectiveness Awards, writes OMD’s Charlie Ebdy.

Outcome-based marketing v2.0: Profitable growth by targeting consumers in the movable middle

Article • Research on WARC, January 2021

Research paper from the Mobile Marketing Association and Neustar focused on using outcome-based planning to reach the “movable middle” – defined as open-minded consumers by their mid-range (20% - 80%) probability of buying a particular brand.

Why you should check the costs of incremental reach

News • 07 January 2021

Brands looking to compensate for a loss of reach through traditional broadcast TV are turning to digital platforms; but they need to be wary of the quality and cost of that incremental reach, as the experience of Direct Line Group shows.

Let’s ask a better question: Why doesn’t advertising work (more often)?

Opinion • Jenni Romaniuk, January 2021

Two recent Freakonomics podcasts are provocatively titled Does Advertising Actually Work? Ah to be in a simple world where the answer to this question is yes or no. The podcast comes down on the side of mainly no. It showcased speakers reporting on studies that conclude advertising spend, with its weak or non-existent effect on sales, is largely a waste of resources that are better returned to customers or shareholders.

Three mega-trends for B2B marketing in the next decade

Article • Stephen Whiteside, Event Reports, B2B World Fest, November 2020

The B2B Institute, a think tank funded by LinkedIn, the business-orientated social network, has outlined three major trends that it believes will shape business-to-business marketing in the next decade.

How to set marketing budgets

Article • WARC Exclusive, November 2020

Looks at how to set and allocate marketing budgets to help grow business and deliver incremental value.

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.

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 .

Strategy Toolkit module 1: How marketing works

Article • Strategy Toolkit, March 2021

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.
What we know about reach and frequency

Article • WARC Best Practice, December 2021

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, March 2021

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.
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 radio and audio effectiveness

Article • WARC Best Practice, November 2021

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