Content Marketing

Native advertising and branded content

Content Marketing


Maureen Dawson and Matthew Sharp, ARF Experiential Learning, Re:think, March 2015

This paper explains how AOL, the media corporation, developed a new research methodology to measure the performance of branded content.


Raymond Pettit and Andrew Reid, ARF Experiential Learning, Re:think, March 2015

This paper assesses the impact of sponsoring the Canadian Football League's (CFL) 2014 season for Nissan, the car manufacturer.


Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report outlines how GoPro, the camera brand, has built a "virtuous cycle" of content creation by working with athletes and other creators.


Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report outlines how Red Bull Media House is drawing on its unparalleled expertise in content creation to help other brands engage consumers.


Geoffrey Precourt, Event Reports, ANA Media Leadership, March 2015

This event report outlines how Subaru, the automaker, has integrated its brand into both broadcast and online content.


Low Lai Chow, Event Reports, Content Marketing Asia, March 2015

This event report considers the experiences of content marketing from three different companies: Lenovo, AXA and Yahoo.


Emily Barley, Event Reports, ISBA Annual Conference, March 2015

This event report looks at how marketers can earn and retain the attention of consumers in a rapidly changing world where this can no longer be simply bought.


Emily Barley, Event Reports, ISBA Annual Conference, March 2015

This event report offers five practical tips on how businesses can improve their approach to content marketing, learning from the experiences of Eurostar, the railway service, and Barclays, the bank.


Geoffrey Precourt, Event Reports, ANA Media Leadership, March 2015

This event report outlines Xerox's "test-and-repeat" approach to native advertising, which has seen the company refine its strategy over time.

WARC RECOMMENDS


WARC BRIEFING

Branded Content

Theories and trends in branded entertainment


RECOMMENDED CASES

Branded Content

Warc's pick of the most effective case studies


ADMAP

Branded Entertainment

A focus on brand-funded editorial content


ARTICLE FOCUS

Brand journalism

A new way of storytelling for advertisers


TRENDS

Real-time Response

How brands are reacting instantly to news events


CASE STUDY

AT&T: The Last Text

DMA Grand Prix winner aims to stop texting while driving