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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.

Attention seekers welcome

Article • Anna Sampson, WARC Exclusive, April, 2021

With the demise of the cookie and a renewed focus on attention, context is key when it comes to effective advertising.

Using regional share of search to hack brand growth

Article • Lars-Alexander Mayer, WARC Exclusive, March 2021

A new model for using search data to uncover regional growth opportunities.

Strategy Toolkit module 7: Evaluating success

Article • WARC Strategy Toolkit, March 2021

This article offers a selection of papers that are best-in-class on the various elements of effectiveness.

Share of search: The most important metric you’ve never heard of

Article • James Hankins, WARC Exclusive, January 2021

Introduces ‘Share of Search’ and presents several useful and applicable techniques to help establish a nuanced picture of a brand’s context versus its competitor set.

Click-through behavior across devices in paid search advertising: Why users favor top paid search ads and are sensitive to ad position change

Research Paper • Chongyu Lu and Rex Yuxing Du, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 394-406

This study investigated differences in consumer click-through behavior with paid search advertisement across devices – smartphone versus desktop versus tablet.

Unilever: Putting the consumers voice through-out the business

Research Paper • MRS Awards Papers, Finalist, MRS Award for New Consumer Insights, 2020

Unilever, a consumer goods company, launched the Digital Voice of the Consumer (DVOC) programme which uses research techniques to empower the brand to detect incidents in the marketplace and provide actionable insights.

Unilever: Geo-tracking – can you predict trends before they occur?

Research Paper • MRS Awards Papers, Finalist, MRS Award for Innovation in Data Analytics, 2020

Unilever, a consumer goods company, built an analytics-powered trend engine that used geo-tracking to trace how trends move across the market to give it the edge on launching new, innovative products in India.

Maximizing digital media efficiency using machine learning based targeting

Research Paper • Megan Lau, ARF Experiential Learning, November 2020

Looks at the database built by Microsoft which has helped build customer-centric insights that provide a basis for new product adoption.

Lifestyles in Amazon: Evidence from online reviews enhanced recommender system

Research Paper • Yinghui Huang, Hui Liu, Weiqing Li, Zichao Wang, Xiangen Hu, and Weijun Wang, Int. Journal of Market Research, Vol. 62, No. 6, 2020, pp. 689-706

Online lifestyles have been shown to reflect and affect consumers' preferences across a wide range of online scenarios.

Predicting the sequential behavior of mobile Internet users based on MSM model

Research Paper • Zhengren Li, Xiaohang Zhang, Yanyu Wang, Xin Su, Int. Journal of Market Research, Vol. 62, No. 6, 2020, pp. 743-757

The behavior of users concerning mobile Internet varies significantly throughout the day. Results from existing studies—which generally simply segment one day into morning, afternoon, and evening—often provide inaccurate predictions of the behavior of users.

Facebook’s Smallwood addresses privacy problems in cross-platform metrics

Article • Geoffrey Precourt, Event Reports, Association of National Advertisers Media & Measurement Conference, September 2020

Facebook, the social network, will be a critical player in the development of any cross-platform measurement system and is working towards this goal.

Why marketers should embrace Share of Search as a metric

News • 06 August 2020

Share of search provides a useful metric that any marketer can use as a surprisingly accurate proxy for the important, but often expensive, calculation of a brand’s market share, says a leading planner.

What digital advertising can learn from the used car market

News • 14 June 2020

Digital media viewability metrics don’t necessarily reflect quality and advertising could take a lesson in this regard from the used car market, according to Marc Guldimann and Karl Sjulsen of New York-based consultancy Adelaide.

Why custom outcome metrics are now critical for advertisers

Opinion • Paul Rowlinson, June 2020

With advertising budgets being pared back, marketers, now more than ever, need better metrics than CPCs and CTRs to be sure their spending is having the desired effect, says Paul Rowlinson.

Using Attention Metrics to regulate the media marketplace

Article • Marc Guldimann and Karl Sjulsen, WARC Exclusive, June 2020

Looks at how it is possible to capture detailed attention metrics using the underpinnings of viewability.

Best in class: The five rules of digital advertising effectiveness

Article • Elizabeth Lane, WARC Exclusive, May 2020

Research from IAB UK and Kantar into the brand building capabilities of digital display media.

Market basket applications on short web links

Research Paper • James Gallagher and Christopher M. Smith, Int. Journal of Market Research, Vol. 62, No. 2, 2020, pp. 139-157

Market research is an indispensable part of an organization's ability to understand market dynamics.

The digital skills gap

Article • Research on WARC, March 2020

Provides guidance for digital marketers who need to be able to not only recruit the best people, but also keep up-to-date with changes in technology and working culture in order to retain them.

A neuroscientific method for assessing effectiveness of digital vs. print ads: using biometric techniques to measure cross-media ad experience and recall

Research Paper • Andrea Ciceri, Vincenzo Russo, Giulia Songa, Giorgio Gabrielli, and Jesper Clement, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 71-86

Marketers can choose among various media to convey advertising, ranging from printed advertising on paper to websites through the Internet and mobile through smartphones and tablets.

Shortcutting video: The impact of ultra short ads

Article • Research on WARC, February 2020

In a world where consumers are becoming increasingly impatient, more easily distracted and stimulated, we have to avoid too long or too little entertaining expressions, the shorter the better.

Search Marketing in 2020: A behaviour, not a channel

Article • Shaun Myandee, WARC Exclusive, February 2020

Evolution in search behaviours from text-based to social, visual and voice across multi-platforms requires market to develop new search strategies in 2020.

ArchDaily: From terabytes to insights: Informing a Big Data driven content publication strategy, to inspire architects to build better cities

Research Paper • MRS Awards Papers, Finalist, MRS Award for Innovation in Data Analytics, 2019

ArchDaily.com, a weblog covering architectural news, projects, products and events, created big data forecasts and an online forecasting dashboard to inform its content strategy in the UK, based on better insights.

Stop confusing advertisers with too many quality metrics

Opinion • Oliver Gertz, November 2019

An impression is an impression is an impression, but how do you know if it’s really worth the money? Oliver Gertz delves into the details of defining a quality CPM.

adidas makes course correction on marketing effectiveness

Article • Brian Carruthers, Event Reports, IPA EffWorks, October 2019

Looks at how sportswear brand adidas has evolved its thinking on marketing effectiveness in recent years.

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 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.
What's working in social

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in social.
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.
The WARC Guide to Marketing in the gaming ecosystem

Article • WARC Best Practice, September 2020

A summary of new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.
Global Ad Trends: State of The Industry 2020/21

Data • James McDonald, Rob Clapp, WARC Data, November 2020

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment, media consumption, and cost inflation this year and next. Key findings include: