The WARC Podcast

Why signalling matters in media

Feb 1, 2024
Guests Rich Kirk and Ian Murray discuss their research on signalling in media channels and its impact on advertising effectiveness. They explore the significance of media quality and the diminishing relationship between reach and impact. The podcast also covers a study on costly signalling in media, the changes in media channels and strategies since 2020, a large-scale study on media signalling in advertising, and the stability of signal strength in media planning.
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1
Introduction
00:00 • 3min
2
Exploring the Reach to Impact Gap and Media Quality
02:35 • 3min
3
Exploring the Concept of Costly Signalling in Media
05:08 • 4min
4
Revisiting Media Signaling in a Post-COVID Context and Expanding Channel Analysis
08:50 • 2min
5
Understanding the Methodology and Findings of a Study on Media Signaling in Advertising
10:51 • 5min
6
The Stability of Signal Strength in Media Planning
16:14 • 24min