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DOOH and brands: How its advantages can be unlocked

Article • Mukta Lad, WARC Exclusive, Mumbrella Bespoke Conference, September 2021

At Mumbrella’s Bespoke conference, QMS Media and Neuro-Insight share why marketers should focus on the power of digital out-of-home (DOOH) creative and its ability to deliver better business results.

WARC Talks Creative Effectiveness

Article • Shazia Ginai and Todd Sussman, WARC Exclusive, August 2021

WARC talks creative effectiveness with Shazia Ginai, CEO of Neuro-Insight UK and Todd Sussman, Chief Strategy Officer at FCB New York.

Insights from the 2021 Creative Effectiveness Lions winners

Article • WARC Exclusive, August 2021

Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.

Great stories build brands

Opinion • Shazia Ginai, July 2021

Neuro-Insight’s Shazia Ginai analyses the 2021 Creative Effectiveness Lions winners to uncover how they delivered impact through emotion, topicality and virality.

A science-based approach to understanding imagery

Article • Darren Bridger, Callum Gould, Keith Ewart, Ellie Lucas, Chris Christodoulou, James Digby-Jones, Research on WARC, July 2021

This report shares new research into selecting optimal imagery for campaigns using neuroscience techniques.

Telstra: You don’t need Australia’s best network…until you do

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Telstra, an Australian telecommunications company, launched a campaign in Australia to stand out in the market and emphasise the importance of being with the best network provider.

Skyy Vodka: Ending Digital Discrimination

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

SKYY Vodka, an alcohol brand, redirected media dollars towards marginalised publishers, particularly those from the LGBTQ and Black community in the United States.

Creating engaging mobile advertising with or without sound

Article • Caroline Hugonenc, WARC Exclusive, June 2021

Research by Teads into the impact of sound on mobile ad effectiveness.

How does interactivity of online media hamper ad effectiveness

Research Paper • Gordy Pleyers and Nicolas Vermeulen, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 335-352

The development of the Internet has increasingly led to advertisements presented on rich and interactive websites offering users a high level of control over the contents they are exposed to— sometimes to the extent of allowing them to skip "unwanted" ads preceding the desired content.

Unlocking the new currency of attention: A UK perspective

Article • Research on WARC, May 2021

Presents the findings from a large-scale, robust research study to test and quantify the relationship between ad attention and brand outcomes.

Realeyes research: What scores with ad critics doesn’t usually score with consumers

Article • Realeyes, Research on WARC, April, 2021

A study of 25 ads from 2020 that did well with ad critics, comparing them to viewer response, using emotional analysis from Realeyes.

Re-thinking digital OOH: Establishing the powerful link between ‘Peak OOH’ and ‘Peak TV’

Article • Rachel Sutton, Phil Hall and Nick Shaw, WARC Exclusive, March, 2021

Insights from Ocean Outdoor’s research into premium, large format digital OOH.

Strategy Toolkit module 4: Consumer behaviour

Article • WARC Strategy Toolkit, March 2021

This article discusses various approaches used by marketers to understand what consumers want.

Strategy Toolkit module 6: Building a campaign

Article • WARC Strategy Toolkit, March 2021

This article looks at the nuts and bolts of bringing a marketing strategy to life – how to write a creative brief, and how to brief it successfully.

Strategy Toolkit module 5: Generating insight

Article • WARC Strategy Toolkit, March 2021

Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.

Activating emotions makes it more likely an ad will go viral

News • 08 February 2021

It is estimated that more than 180 million viewers will have tuned into Sunday’s Super Bowl between the Kansas City Chiefs and the Tampa Bay Buccaneers and, as ever, marketers will study the data to find out which ads scored a hit.

Viewers’ facial expressions can indicate sharing potential for video ads

News • 22 January 2021

Understanding facial expressions, such as smiles and nose wrinkles, can help marketers assess the likelihood of a consumer sharing a video ad, according to a study published in the Journal of Advertising Research (JAR).

Seven powerful research insights that brands need to know in 2021

Opinion • Lena Roland, January 2021

Despite the turbulence of last year – or, perhaps, because of it – the marketing community unveiled a wide range of research and fresh thinking that can help boost effectiveness in 2021 and beyond.

Using neuroscience to make the case for more diversity in advertising

Article • Chasson Gracie, Joshua Richards, Daniel Pozzebon, Kevin Keane, Jasmin Amin , WARC Exclusive, January, 2021

There is residual reluctance to employ diverse and inclusive talent in messaging in advertising, despite ample research suggesting this should not be a concern; this reluctance appears to be the result of factors outside what the data say.

The WARC Guide to new research in marketing

Article • WARC Best Practice, January 2021

A summary of new thinking and best practice on new research in marketing.

What we know about new ad testing methods

Article • WARC Best Practice, January 2021

This article summarises key insights from a series of papers on new ad testing methods which are driven by advances in technology and neuroscience and must focus on consumers' rational and emotional drivers.

Disrupting system 1 thinking: Better science for smarter marketing

Research Paper • Rich Timpone, Vinod Venkatraman, Tamara Ansons, Davide Baldo, Manuel Garcia-Garcia, Ornella Godard, Martin Schoeller, Colin Strong, ESOMAR Conference papers, Insights Festival, 2020

Market research company Ipsos challenged conventional wisdom in System 1 and System 2 thinking, and its applications in marketing, to build a new model for understanding human experience and decision-making.

Why do some advertisements get shared more than others? Quantifying facial expressions to gain new insights

Research Paper • Daniel McDuff and Jonah Berger, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 370-380

Why do some advertisements get shared more than others? Using scalable automated facial coding algorithms, the authors quantified the facial expressions of thousands of individuals in response to hundreds of video advertisements.

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).

Clif Bar and Company: Marketing to a new country – challenging the American stereotype that Canada is the 51st state

Research Paper • MRS Awards Papers, Finalist, MRS Award for International Research, 2020

CLIF Bar & Company, a US organic food and drinks company, adapted its communications linguistically, semiotically and visually when marketing to Canada.

The WARC Guide to new research in marketing

Article • WARC Best Practice, January 2021

A summary of new thinking and best practice on new research in marketing.
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.
Insights from the 2021 Creative Effectiveness Lions winners

Article • WARC Exclusive, August 2021

Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
The WARC Guide to effective packaging

Article • WARC Best Practice, November 2020

A summary of new thinking and best practice on effective packaging, from the WARC Guide.
Strategy Toolkit module 5: Generating insight

Article • Strategy Toolkit, March 2021

Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.
Strategy Toolkit module 4: Consumer behaviour

Article • Strategy Toolkit, March 2021

This article discusses various approaches used by marketers to understand what consumers want.