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WARC talks creativity and attention

Article • Karen Nelson-Field and Orlando Wood, WARC Exclusive, November 2021

This episode of WARC talks looks at creativity and attention with Karen Nelson-Field, CEO and founder of Amplified Intelligence, and Orlando Wood, Chief Innovation Officer at System1 Group.

Look out

Opinion • Orlando Wood, November 2021

How do you create effective and memorable advertising in a world that seems to be turning inwards?

3 in 15: EffWorks

Article • Alex Brownsell, Lena Roland and Sam Peña-Taylor, WARC Exclusive, October 2021

This episode of the WARC podcast is presented by WARC's Alex Brownsell, Senior Editor, Media, Lena Roland, Managing Editor, WARC.com, and Sam Peña-Taylor, Reporter.

Advertising must look outward in times of change

Article • Sam Peña-Taylor, Event Reports, EffWorks, October 2021

Recent advertising aesthetics have been focusing on the wrong kind of attention, argues Orlando Wood, with profound implications for the effectiveness of creative campaigns.

Driving effectiveness with direct mail: Making a physical impact in a digital world

Article • WARC Exclusive, October 2021

This report, developed in association with Royal Mail Marketreach, is an analysis of successful UK case studies that use direct mail, both as lead media and in the media mix.

How moment-to-moment EEG measures enhance ad effectiveness evaluation: Peak emotions during branding moments as key indicators

Research Paper • Tomaž Kolar, Zenel Batagelj, Ismir Omeragić, and Melika Husić-Mehmedović, Journal of Advertising Research, Digital First, September 2021

Existing literature compares neuromarketing and traditional methods, making the questionable assumption that these are monolithic measurement alternatives all serving the same, predictive purpose.

Switching from engagement to attention: Ireland National Lottery, a case study

Article • WARC Best Practice, September 2021

Much has been written about the need to shift the ecosystem away from vanity metrics that promised more than they could deliver.

Do you need online ads to drive online sales?

Article • WARC Exclusive, July 2021

Part of the WARC series ‘Rethinking brand for the rise of digital commerce’, this report asks whether the assumption that online sales require online ads needs to be challenged.

Australia Effie analysis demonstrates power of mental availability, excess share of voice, and adjusting for attention

Article • Sam Peña-Taylor, WARC Exclusive, July 2021

This article outlines research focused on the Advertising Council Australia’s Effectiveness Database which addressed vital marketing metrics like mental availability, excess share of voice and attention.

To ESOV and beyond

Opinion • Robert Brittain and Peter Field, June 2021

Thinking on ESOV takes an important step forward with a new piece of research based on data from Advertising Council Australia’s Effectiveness Database. Robert Brittain and Peter Field explain.

Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.

Linking attention to mental availability: Early findings

Article • Karen Nelson-Field , WARC Exclusive, June 2021

Amplified Intelligence has been proving the value of attention as a measure of quality reach for several years.

Creating engaging mobile advertising with or without sound

Article • Caroline Hugonenc, WARC Exclusive, June 2021

Research by Teads into the impact of sound on mobile ad effectiveness.

How does interactivity of online media hamper ad effectiveness

Research Paper • Gordy Pleyers and Nicolas Vermeulen, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 335-352

The development of the Internet has increasingly led to advertisements presented on rich and interactive websites offering users a high level of control over the contents they are exposed to— sometimes to the extent of allowing them to skip "unwanted" ads preceding the desired content.

Embracing multiplicity: Experimenting with outcome-based brand planning

Article • Pete Buckley and Gareth Price, WARC Exclusive, May 2021

Facebook’s Pete Buckley and Gareth Price draw on new research from Oxford University and Kantar to highlight the power of multiplicity in brand building.

WARC Talks Attention

Article • Karen Nelson-Field, Mike Follett and Ian Edwards, WARC Exclusive, May 2021

WARC talks attention with Karen Nelson-Field, CEO and founder of Amplified Intelligence, Mike Follett, managing director at Lumen Research, and Ian Edwards, head of connection planning at Facebook.

Unlocking the new currency of attention: A UK perspective

Article • 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.

How Direct Line Group’s investment in BVOD helped to deliver incremental reach

Article • 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.

Realeyes research: What scores with ad critics doesn’t usually score with consumers

Article • 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.

Advertising fast and slow

Opinion • 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.

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.

Study: TikTok UGC videos about brands outperform other video ad types

Article • 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.

What Facebook’s Ian Edwards and Harry Davison get right about attention

Opinion • 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.

There’s no outcomes without attention

Opinion • 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.

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.

Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.
The WARC Guide to new research in marketing

Article • WARC Best Practice, January 2021

A summary of new thinking and best practice on new research in marketing.
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.
The true cost of advertising attention

Article • 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.
What we know about attention

Article • WARC Best Practice, December 2020

Looks at the importance of strong emotional response, channel fitness-for-purpose and quality targeting in creative execution.
Linking attention to mental availability: Early findings

Article • Karen Nelson-Field , WARC Exclusive, June 2021

Amplified Intelligence has been proving the value of attention as a measure of quality reach for several years.