TV | WARC

What we know about wearout and decay

Article • WARC Best Practice, October 2020

This article provides marketers with information and guidance about avoiding advertising wearout and decay.

What we know about the context and positioning of TV ads

Article • WARC Best Practice, September 2020

This article provides marketers with information and guidance about the effective positioning of TV ads.

What we know about TV and video ad length

Article • WARC Best Practice, August 2020

Provides marketers with information and guidance about determining the optimal TV ad length.

What we know about combining TV with digital media

Article • WARC Best Practice, July 2020

Provides marketers with information and guidance about combining TV and digital media strategies.

What we know about addressable TV

Article • WARC Best Practice, March 2020

This article provides marketers with information and guidance about using advanced targeted approaches offered by addressable TV.

What we know about TV effectiveness

Article • WARC Best Practice, February 2020

Explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.

What we know about TV audiences

Article • WARC Best Practice, November 2019

This article explores the current thinking and writing on TV audiences - a group of people once defined by the use of one stable, popular medium, which has now fragmented forcing a re-evaluation of audience measurement.

What we know about scheduling TV ads

Article • WARC Best Practice, November 2019

This article provides marketers with information and guidance about scheduling TV ads.

The role of premium multi-screen video in an ad campaign

Article • Marianne Vita, WARC Best Practice, September 2018

Focuses on the role and effectiveness of premium multi-screen video in a marketer’s video plan and identifies six key elements of a strong video ad platform.

How to use TV effectively in the media mix

Article • Matt Hill, WARC Best Practice, September 2017

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.

Taking Heineken 0.0 to the parts other beers cannot reach

Case Study • Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2020

Dutch brewing company Heineken became the market leader in non-alcoholic beer with its global campaign Now You Can.

SickKids vs. Conventional fundraising

Case Study • Institute of Practitioners in Advertising, Silver and Best Contribution to Effectiveness through Technology, IPA Effectiveness Awards, 2020

SickKids Foundation, a Canadian children's health research organisation, repositioned its brand as a fighting ally against disease in a series of campaigns in Canada that successfully increased donations and engagement.

John Lewis: An amazing decade

Case Study • Institute of Practitioners in Advertising, 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.

Aldi 2010-2019: How taking an alternative path took Aldi from shame to pride

Case Study • Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2020

Aldi, a discount supermarket chain, shifted UK public perception of the brand from shame to pride.

Brighthouse Financial: Building a new marketing machine