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Understanding AI advertising from the consumer perspective: What factors determine consumer appreciation of AI-created advertisements?

Research Paper • Linwan Wu and Taylor Jing Wen, Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 133-146

In recent years, artificial intelligence (AI) technology has been used to create advertising messages.

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, Vol. 61, No. 2, 2021, pp. 212-224

The key characteristic of native advertising is that it simulates the format of the editorial content.

TV adverts, materialism, and children’s self-esteem: The role of socio-economic status

Research Paper • Agnes Nairn and Suzanna J. Opree, Int. Journal of Market Research, Vol. 63, No. 2, 2021, pp. 161-176

Levels of debt and poor mental health are at an all-time high among UK families, while the gap between rich and poor has also widened.

Too many ads is the most damaging factor for brands

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), May 2021

An overview of the factors that UK and US audiences think will negatively impact their view of a brand.

What should ads look like in the time of recession?

Article • Orlando Wood, Research on WARC, April 2021

Explores the effectiveness of advertising during an economic downturn.

Facebook research: Diverse and inclusive representation in online advertising

Article • Facebook, Research on WARC, April, 2021

Looks at diverse and inclusive representation in online advertising.

The effects of context congruence on ad persuasiveness in e-magazines: It serves my motive, and I distinguish the advertisement

Research Paper • Achyut Telang, Debajani Sahoo, Sreejesh S., and Justin Paul, Journal of Advertising Research, Digital First, February 2021

Despite substantial interest in advertisement-context congruence as a determinant of advertisement effectiveness and advertisement memory in digital platforms, especially in the electronic magazine (e-magazine) context, less attention has been devoted to identifying how it influences advertisement persuasion.

The benefits of planning beyond reach

News • 15 February 2021

Brands are being urged to re-consider the ‘A.

How consumers respond to ads with androgynous models

News • 12 February 2021

Consumers respond to androgynous models in ads in very different ways depending on an individual’s own gender and sexual orientation, according to a paper published in the Journal of Advertising Research (JAR).

Relevance matters

Article • Anna Sampson, WARC Exclusive, February 2021

Looks at the importance of emotional connection between advertiser and consumer, and its impact on short- and long-term effectiveness.

Reach Solutions: In safe hands

Article • Research on WARC, February 2021

Online safety and regulation has been an issue for a number of years, with high profile incidents fuelling concerns among both the public and advertisers.

An investigation of androgyny and sexual orientation in advertising: How androgynous imagery and sexual orientation impact advertisement and brand attitudes

Research Paper • Kelly Cowart and Phillip Wagner, Journal of Advertising Research, Digital First, January 2021

This research examines the effect of advertising imagery, sexual orientation, and gender on customer attitude toward the advertisement and attitude toward the brand.

Keeping it real – consumers want customers’ product photos not professional shots

News • 27 January 2021

Consumers around the world agree that authenticity is what they want from brands when they consider buying – and for most that comes from seeing photos posted by other consumers on social media, not big-money professional shots.

Advertising during the corona crisis

Article • DVJ Insights, Research on WARC, January, 2021

The COVID-19 crisis prompted heavy use of the word 'together' in advertising, to convey empathy.

A new benchmark for mechanical avoidance of radio advertising: Why radio advertising is a sound investment

Research Paper • Aaron Michelon, Steven Bellman, Margaret Faulkner, Justin Cohen, and Johan Bruwer, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 407-416

Radio remains popular, delivering an audience reach of over 90 percent, but radio ratings may overestimate real advertising exposure.

Indian consumers trust ads in traditional media most of all

News • 07 December 2020

Nearly 80% of Indian consumers trust the ads they are served, although levels of trust vary considerably across channels, a new industry report has revealed.

New app promises to let consumers choose their own ads

News • 07 December 2020

Everyone is familiar with those speculative ads that appear on the screen based on recent browsing history, but consumers in the UK and US could soon find it possible to receive ads based on intention rather than algorithmic guesswork.

Getting the emotional tone right in 2021

News • 26 November 2020

During COVID-19, advertising has frequently sought to show messages of emotional support, but these are less likely to leave people feeling positive than ads that focus on the concrete steps a brand is taking to help with the pandemic or to keep peop

What’s the right tone in hard times?

Article • Graham Page, WARC Exclusive, November, 2020

What 50,000 ads and 8 years of emotion research tells us about how to advertise in a recession.

Advertising having a more emotional effect on consumers – and often it’s negative

News • 28 October 2020

Advertisers have become increasingly successful at pulling on consumers’ heartstrings, but new research also reveals a rise in negative and more polarised emotional responses to ads.

Consumers open to influencer content but 42% are overexposed

Data • Rob Clapp, WARC Data Points, September 2020

An overview of global consumer attitudes to influencer branded content.

Ad blocking easing in Europe but stable in the US

Data • Rob Clapp, WARC Data Points, September 2020

An overview of ad blocking by year, gender, age and device in Denmark, Finland, Germany, Norway, Sweden, the UK and the United States.

Representation of Asians in advertising images still lacking

News • 25 August 2020

More needs to be done to capture and represent Asian culture in advertising images, with consumers expecting companies to do a better job of capturing people’s true lifestyles and cultures, according to a study from Getty Images and YouGov.

Balenciaga feels the heat in China

News • 12 August 2020

Luxury fashion brand Balenciaga has faced a tidal wave of criticism in China over promotional pictures of products it has created for the Qixi festival, but some observers suggest people are too ready to find fault with western brands.

What we know about advertising clutter

Article • WARC Best Practice, August 2020

This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.

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 Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
The impact of coronavirus on millennials and Generation Z

Article • Euromonitor Strategy Briefings, May 2020

Looks at how the outbreak of COVID-19 and its global impact is expected to become another generation-defining crisis for millennials and Gen Z.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
What we know about Health and Wellness Marketing

Article • WARC Best Practice, May 2021

Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.
What's working in FMCG

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the FMCG category.