Article
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WARC Best Practice, August 2020
Provides marketers with information and guidance about determining the optimal TV ad length.
Article
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Rebecca Waring, WARC Best Practice, June 2018
Explains how short-form video presents marketers with the opportunity to engage viewers in a less intrusive way that can improve people's experience of online advertising.
News
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19/08/2020
Mars, the food-to-petcare business, sees attention as an important metric in its digital advertising – and “peak attention” in particular as a crucial moment for delivering an emotional message.
News
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06/08/2020
Democratic nominee Joe Biden’s presidential campaign is aiming to spend heavily on TV ads in the run up to the election and will also utilise 60-second spots, all of which stands in contrast to the Trump campaign.
News
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10/06/2020
A complacent – and confusing – media measurement system needs shaking up and any new structure for planning and buying communications strategies should have have consumer attention at its heart, says a senior executive at Dentsu Aegis Network in ...
Article
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Mindshare, Vidooly, Research on WARC, June 2020
With the world’s biggest democracy under lockdown, Indians are trying to adopt new lifestyles by staying indoors and cultivating new habits.
Article
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Jonathan Waite, WARC Exclusive, June 2020
The current impression measurement system is confused and needs challenge and disruption.
Article
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Brian Carruthers, WARC Exclusive, April 2020
LinkedIn undertook research into the top-performing videos on the platform across EMEA to understand what works best.
Article
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WARC Best Practice, April, 2020
Provides marketers with information and guidance about short-form video.
Article
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Josie Tutty, Event Reports, Future TV Advertising Forum, February 2020
Using an analysis of the Australian Effies database, consultant Robert Brittain revealed that single long term, complex campaigns are more effective than multiple shorter campaigns.
Research Paper
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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.
News
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14/02/2020
Shorter form ads can at least match the performance of 15-second commercials on various important metrics for brands, according to a paper published in the Journal of Advertising Research (JAR).
Article
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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.
News
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12/02/2020
An ultra-short advertisement of as little as two seconds is able to convey brand, product and message more effectively than the first few seconds of a regular 30-second online spot, according to new research.
News
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27/01/2020
The growing popularity of platforms like TikTok highlights the need for marketers to master the short-form video format – a task which necessitates balancing the higher completion rates they can achieve with the lower emotional engagement that such ...
Article
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Mihkel Jäätma, WARC Best Practice, January 2020
With short-form video advertising becoming more popular, marketers need to better understand how to make shorter formats engaging.
Opinion
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Cathy Taylor, November 2019
This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .
Article
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WARC Best Practice, November 2019
This article provides marketers with information and guidance about scheduling TV ads.
Article
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Christopher Hosford, ANA, B2B Marketer, September 2019
Discusses the state of video marketing among B2B audiences and the way it is executed, including lengths, formats and context.
Opinion
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Alex Brownsell, September 2019
Video planning is changing, and this month's edition of Admap evaluates the landscape. WARC's Senior Editor - Media, Alex Brownsell, explains what strategists need to know about video in an ever more digital world.
Article
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Alex Gevers, Pieter Mees, Cosima Serban, Roger Williams and Estelle Reale, Admap, September 2019
A best practice guide from IAB Europe to key online video formats and lengths, and how to prepare for and measure video campaigns.
Article
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Sophy Part, Admap, September 2019
A guide to planning video ad campaigns across screens and devices.
Article
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Gerard J. Tellis and Deborah J. MacInnis, Admap, September 2019
A US study explored why consumers share certain types of video ads over others, and how brands can adapt creative to increase the chances of virality.
Article
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Will McMahon, Admap, September 2019
A proliferation of video ad formats and lengths requires brand to prioritise which assets to create to ensure campaign effectiveness.
Article
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Admap, September 2019
A summary of new thinking and best practice on smarter video planning from Admap.
