Mobile & Tablets

Insights on using smartphones and tablets as a marketing channel

Mobile Effectiveness

Research on Warc, GroupM Interaction, 2014
This report highlights key focus areas for brand advertisers involved in digital marketing in China, where smartphone adoption is the highest in the world. The biggest change caused by digital is the need to be "always-on" and produce content in real-time, supported by investment in real-time bidding.

Geoffrey Precourt, Event Reports, ARF Re:Think, March 2014
This event report looks at how Ford, the automaker, and Luth Research, the insights provider, aimed to understand changing consumer habits by analysing how shoppers bought not only cars, but also electronics (in the form of smartphones) and fast food (by looking at ordering pizza). Adopting such an approach meant the companies could gain an insight into the broad shifts in online behaviour taking place, and then put those learnings relevant to Ford into a wider context.

Low Lai Chow, Event Reports, Festival of Media Asia Pacific, March 2014
This event report discusses how Yum! Brands - the parent of Pizza Hut, KFC and Taco Bell - is connecting with digitally-savvy consumers in Asia. A now infamous incident of an employee being filmed tampering with food in a Malaysian branch of KFC marked a sea change in the firms approach, and it has since become adept at using platforms as varied as Facebook, the social network, and KakaoTalk, the mobile messaging app.

Low Lai Chow, Event Reports, eTail Asia, March 2014
This event report shows how three travel brands are using mobile to reach consumers in Asia. Expedia, best-known as a bookings platform, is seeking to expand its remit by tailoring its website for different devices and providing an app that offers various services beyond simply securing tickets and hotel reservations.

Low Lai Chow, Event Reports, World Retail Congress Asia Pacific, March 2014
This event report discusses how three major retailers are planning for the future in Asia. Aeon, the regions largest chain, believes the idea of "mono koto" - or mixing products and experiences - will be essential, and can help fuse the online and offline worlds.

Low Lai Chow, Event Reports, Festival of Media Asia Pacific, March 2014
This event report discusses early digital trends in Myanmar, a country where access to the internet has previously been restricted. As these prohibitive rules are lifted, and access to SIM cards becomes more widespread, it is likely that new media usage will rise dramatically.

Preeti Chaturvedi, Event Reports, IAMAI Digital India Summit, February 2014
This event report discusses the growth of internet and mobile usage in India, based on insights from leading executives from across the marketing and media ecosystem. It is anticipated that the country's online audience will surpass the 200 million-mark this year, while there are already some 900 million people using mobile phones.

Low Lai Chow, Event Reports, Market Research in the Mobile World Asia Pacific, March 2014
This event report discusses how three leading brands have leveraged mobile research to deepen their understanding of consumers in Asia. On its part, Coca-Cola found that asking shoppers to keep "app diaries" tracking their daily beverage intake yielded insights that traditional techniques would struggle to replicate.

Low Lai Chow, Event Reports, Mobile East Africa, February 2014
This event report addresses how Safaricom, the telecoms company, is helping transform the lives of customers and communities in Kenya. Perhaps its best-known innovation in this area is M-PESA, the micropayments service which has 18 million users, and has given consumers at the bottom of the pyramid access to vital financial services.




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What's changing in the global mobile sector


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Opportunities from voice and motion activated apps


Depaul UK: iHobo

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Mobile-optimized research

Google Consumer Surveys on preparing for mobile MR


Mobile Marketing

Key trends in consumers' use of mobile devices