Article
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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.
Article
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Alex Brownsell, Event Reports, Thinkbox: New trends in TV advertising, April 2021
UK insurer Direct Line Group tested digital channels and platforms to plug a gap in its audience reach.
Article
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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.
Opinion
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Faris Yakob, April 2021
Attention matters, argues Faris Yakob, but using it to its full potential is a case of balancing fast and slow media to work across both high and low attention environments.
Article
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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.
Article
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Realeyes, Research on WARC, February, 2021
Study across 11 brands using emotional analysis from Realeyes, comparing viewer responses to four different video types for each brand: TikTok user-generated content (UGC) videos, TikTok ads, Facebook ads and conventional ads.
Opinion
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Mike Follett, February 2021
Mike Follett, Managing Director, Lumen, responds to Facebook’s Ian Edwards and Harry Davison and argues that the smartest media planners are talking about ‘attention strategies’, utilising different ’shapes of attention’ provided by different media to achieve different aims.
Opinion
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Marc Guldimann, February 2021
Marc Guldimann, CEO of Adelaide argues that letting media sellers optimize to outcomes at the expense of media quality, or worse, transacting on outcomes, creates a set of incentives and measures that sellers with sufficient data can easily game.
Article
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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.
Opinion
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Ian Edwards and Harry Davison, February 2021
Lumen’s comparison of attention as a purely time-based commodity will push our industry backwards, not forward, according to Facebook’s Ian Edwards and Harry Davison.
Article
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Oliver Feldwick and Heleana Blackwell, WARC Best Practice, January, 2021
During the COVID-19 pandemic people tried new shops, purchased alternative brands and explored new channels to meet their needs.
Opinion
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Kirstie Maryott, January 2021
Kirstie Maryott shares how polarization can be good for brands, arguing that the greatest enemy is indifference.
Opinion
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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.
Article
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Professor Karen Nelson-Field, WARC Exclusive, January 2021
Advice on how advertisers can practically apply consumer attention data to improve marketing effectiveness.
Article
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Mike Follett, WARC Exclusive, January 2021
New cross media attention research attempts to show how much more visual engagement ads in one media generate than another, and if this extra attention is reflected in the price advertisers pay.
Article
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WARC Best Practice, January 2021
A summary of new thinking and best practice on new research in marketing.
News
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18 December 2020
Advertisers can evaluate the true cost of attention across (visual) media by calculating an ‘attentive CPM’ – the cost of generating a thousand seconds of attention, says Lumen’s Mike Follett.
News
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16 December 2020
Attention can act like grocery unit pricing and provide a missing ‘relative quality’ layer in media planning, says Professor Karen Nelson-Field, so helping advertisers to understand performance of different platforms using a common metric of value.
Article
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WARC Best Practice, December 2020
Looks at the importance of strong emotional response, channel fitness-for-purpose and quality targeting in creative execution.
Article
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Stephen Whiteside, Event Reports, EffWorks Global 2020
Analysis by research company System1 and attention-tracking firm TVision have established that the same creative techniques deliver TV ads that perform strongly in terms of both emotion and attention.
Opinion
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Mark Barber, July 2020
If something is not looked at, then it cannot be seen. However, if something is not listened to, it will still be heard, writes Mark Barber, Radiocentre’s planning director.
Opinion
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Faris Yakob, July 2020
The way we trade attention in the form of digital media in a murky market has led to a deep misunderstanding of this complex area, argues Faris Yakob - but some thinkers are advocating for alternatives.
News
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01 July 2020
Marketers could benefit from using attention as a unit of trade when buying media, instead of relying on the opportunity or potential to view an ad.
Article
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Prof. Karen Nelson-Field and Jonathan Waite , WARC Webinars, June 2020
Professor Karen Nelson-Field, Founder and CEO, Amplified Intelligence and Jonathan Waite, Senior Director, Global Media Partnerships, Dentsu Aegis Network answer questions and help plan your attention strategy.
Article
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WARC Best Practice, June 2020
A summary of new thinking and best practice on Planning for Attention, from the WARC Guide.
