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Biometric to optimise customer engagement: How measurement of the no-conscious response facilitates brand relaunch

Research Paper • Francesca Castañeda Fassioli and Andrés Botero Cardona, ESOMAR Conference papers, Latin America, 2020

Belcorp, a manufacturer and distributor of cosmetics and personal care products, and Synapbox, a software company, relaunched Belcorp's Esika brand in Colombia and Peru by carrying out traditional and co-creation research activities to better understand the market before launch.

The evolution of product testing in the new digital world: How mix-methods AI, VR, AR and social media enhance product experience

Research Paper • Dr. Nikolai Reynolds, Anton Netkach and Anna Taranyan, ESOMAR Conference papers, Latin America, 2020

This paper examines how central location tests (CLTs) can be adapted to today's requirements by outlining three case studies in the soft drinks category.

Using neuroscience to assess the effectiveness of packaging redesigns

Article • Aoife McGuinness, WARC Exclusive, October, 2020

The human brain is wired to see structure, logic, and patterns: it helps us make sense of the world.

John Lewis: An amazing decade

Case Study • IPA (UK), Gold, IPA Effectiveness Awards, 2020

John Lewis, a department store, created a series of Christmas ads in the UK from 2010 to 2019 to increase sales and make the brand a staple part of everyone's Christmas.

Viewers warm to addressable TV ads

News • 04 October 2020

When addressed with relevant TV advertising, respondents liked addressable ads four times more than non-addressable in a recent study – thanks to a combination of relevancy and big-screen quality.

Thinking inside the box: Examining the changing nature of TV and opportunities for addressable advertising

Article • Harry Harcus , WARC Exclusive, September, 2020

Research by Finecast into addressable TV advertising effectiveness.

What we know about behavioural economics

Article • WARC Best Practice, September 2020

This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.

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.

Spotify: The Beat of a Billion

Case Study • Dheeraj Sinha, Noor Samra, Amrita Varma, WARC Prize for Asian Strategy, Entrant, 2020

Spotify needed a strong debut in India to acquire 10% of young international streamers and build its user base so it used data to compose a track that embodied the sounds Indians loved, and promoted it with a digital campaign.

Brands must look long-term as COVID-19 alters SEA media consumption

Article • Scindya Datt, WARC Exclusive, August 2020

PHD’s Scindya Datt outlines the key shifts in Southeast Asia’s media consumption patterns and looks ahead to how brands can move beyond pandemic conditions.

Australians watched more ads than they thought but true attention remains scarce

News • 18 August 2020

Australians are watching more ads than they think they are but that doesn’t mean it’s good news for marketers and advertisers.

Mixing it up: Diversifying ad formats to achieve more

Article • Taylor Ward and Kara Manatt, WARC Exclusive, August 2020

Research from Twitter, Magna Global and IPG Lab into how advertisers can boost effectiveness through ad format synergy.

Re-evaluating iconic brand assets in a post-pandemic world

Article • Dr Gemma Calvert, Win Ee Chun and Dr Eamon Fulcher, WARC Exclusive, June 2020

Distinctive brand assets have a powerful role to play in ensuring top-of-mind recall with consumers – but in a world changed by COVID-19, a strategic reassessment of assets is needed.

Where the lemons bloom: How a change in creative style is undermining marketing effectiveness

Opinion • Orlando Wood, June 2020

Orlando Wood, Chief Innovation Officer of System1, describes the change in creative style that’s occurred over the last 15 years and how it has undermined effectiveness. With advertising spend moving to online channels, what features drive long-term brand growth online? What work is connecting today and how should advertisers think about creativity as we emerge from the crisis.

Understanding the new attention economy

News • 07 June 2020

The notion of using attention to assess ad impact and ad delivery is gaining ground and advertiser money is beginning to flow – so it’s vital that all parties are agreed on definitions and measurement, says Professor Karen Nelson-Field in The WARC Gu

Defining the added value of attention measurement

Article • Professor Karen Nelson-Field, WARC Exclusive, June 2020

At the moment, media is sold on opportunity or potential to view rather than whether someone has actually seen the ad or not – as it turns out, many don’t see it, yet advertisers still pay.

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.

The Attention economy is here: how measuring attention to ads can bring fairness and transparency to media trading

Opinion • Professor Karen Nelson-Field, June 2020

Human attention, as a measure of effectiveness, is fast becoming a unit of trade. Media effectiveness research continues to find imbalance that disadvantages advertisers. But change is coming and it is good. We are moving from conversations at Cannes to action and applicability. Currencies are starting to form, the nature of measurement is becoming more advanced and capital investment is starting to flow. The study of attention is a growing field.

Using attention to scale creative excellence at Mars

Article • Sorin Patilinet, WARC Exclusive, June 2020

In today’s overcluttered advertising landscape, the ability to attract consumer attention is a key performance indicator.

Over-time variation in individual’s customer satisfaction scores

Research Paper • John Dawes, Lara Stocchi, Francesca Dall’Olmo-Riley, Int. Journal of Market Research, Vol. 63, No. 3, 2020, pp. 262-271

Customer satisfaction is a commonly used business performance metric. Despite the widespread use of satisfaction surveys, little is known about how stable individual’s satisfaction scores are.

In-car radio and FMCG purchase intent

News • 19 May 2020

Radio ads heard in the car on the way to the supermarket have a significant effect on purchasing intentions, according to new research on FMCG advertising.

Human connection is key to effectiveness – a neuroscience perspective

Opinion • Shazia Ginai, May 2020

During a time of social distancing, people crave human connection more than ever. Shazia Ginai offers some tips on how to achieve that.

WARC from Home: Neuroscience – What it is and how it helps evaluate marketing effectiveness

Opinion • WARC from Home, May 2020

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

Advertising in 2030: Expert predictions on the future of advertising

Article • Kate Scott-Dawkins and Mark Syal, Research on WARC, May 2020

With so little certainty around what brand marketers should expect over the coming decade, this research sets out to identify the boundaries of expectation and the areas of conventional wisdom and agreement.

New research suggests Covid-related ads draw more attention

News • 28 April 2020

A study by the research firm Lumen indicates that ads adapted to the coronavirus situation draw people’s attention more than the pre-crisis norm.

What we know about behavioural economics

Article • WARC Best Practice, September 2020

This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.
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.
Advertising in 2030: Expert predictions on the future of advertising

Article • Kate Scott-Dawkins and Mark Syal, Research on WARC, May 2020

With so little certainty around what brand marketers should expect over the coming decade, this research sets out to identify the boundaries of expectation and the areas of conventional wisdom and agreement.
Developing brand assets

Article • Dominic Twose, WARC Best Practice, January 2020

This article explores the importance of building strong branding into marketing activity and how to develop brand assets.
Marketer's Toolkit 2020: The pivot back to brand (Economy)

Article • WARC Trends, November 2019

Part of WARC's Marketer’s Toolkit 2020, this chapter offers a deep dive into investment trends for brands in 2020.
The effects of commercial length on advertising impact: What short advertisements can and cannot deliver

Research Paper • Duane Varan, Magda Nenycz-Thiel, Rachel Kennedy, and Steven Bellman, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 54-70

There are competing explanations for why longer advertisements are remembered better, such as more time to memorize, add branding and claims, tell stories, and get attention, with some acknowledgment of diminishing returns.