ALL OF WARC
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
Industry Topic Pages
Shortcuts to the latest industry-focused information and insight.
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Subject Topic Pages
Shortcuts to the latest information
and insight by subject area.
Overviews of leading brand owners, and guides to key issues and tasks.
Browse all articles, papers and case studies by subject.
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
American Idols: YouTube and other media trends from some of the 2008 US Effie winners
Laura James, Warc Exclusive, September 2008
WARC Online's media editor, Laura James, analyses the media trends of the 55 published winners of the 2008 U.S.
WARC Online's media editor, Laura James, analyses the media trends of the 55 published winners of the 2008 U.S. Effie awards (there was a total of 94 winning entries to the competition). Online emerges as a principle channel used by a large majority of brands and, in particular, YouTube. Some brands (e.g. Nintendo Wii, Orbit, Kleenex) enrolled YouTube as a platform for their TV ads, whilst others (e.g. Rolling Rock, Dominos, Doritos) created content specifically for the video-sharing site. The future challenge will be for brands to generate better and more detailed metrics from the site, beyond simple viewing figures. That said, with 65% of the 55 published winners still using television, she suggests that so-called "traditional" media remain an important part of the marketing mix.
is a common phrase, your search results have been restricted to items that contain this term as an exact phrase.
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc