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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Caroline Beesley , WARC Exclusive, June 2020
Looks at Co-op's approach of testing new innovations to better understand consumer attention.
Article
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Professor Karen Nelson-Field, WARC Exclusive, June 2020
At the moment, media is sold on opportunity or potential to view rather than whether someone has actually seen the ad or not – as it turns out, many don’t see it, yet advertisers still pay.
Opinion
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Professor Karen Nelson-Field, June 2020
Human attention, as a measure of effectiveness, is fast becoming a unit of trade. Media effectiveness research continues to find imbalance that disadvantages advertisers. But change is coming and it is good. We are moving from conversations at Cannes to action and applicability. Currencies are starting to form, the nature of measurement is becoming more advanced and capital investment is starting to flow. The study of attention is a growing field.
Article
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Andrew Green and Nicholas Watson, WARC Exclusive, June 2020
Audience measurement data report on ‘opportunities’ to see or hear advertising messages – these opportunities are defined in different ways depending on the medium.
Opinion
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Cari Kesten, June 2020
The hunt for attention It seems our days are getting longer and our attention spans are getting shorter. With a constant flow of emails, texts, and social media, and an equally demanding deluge of offerings from traditional media, it’s rare to see content that breaks through the clutter and captures our attention. In the midst of this cacophony, we’re continuously flooded with messages from brands vying to be seen and heard. One estimate states Americans are exposed to 4,000 and 10,000 ads per day . Attention has become a precious resource in high demand. And although marketers have started to focus
Article
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Joe Marchese , WARC Exclusive, June 2020
The advertising ecosystem is broken and needs to be fixed.
