Advice on how the industry should adapt to new media, dominated the top five event reports published by Warc over the last 12 months, although coverage of Red Bull's approach to content marketing also found a large audience.

The two events that received the most interest included July's ad:tech conference in Melbourne, which discussed the “five trends marketers can't ignore” and Warc's own Measuring Advertising Performance (MAP) conference, a two-day event held in London in March 2013.

For more details about the most read papers on Warc in 2013 on other topics, visit our Most Read page. A full list of recent reports can be found in's Event Reports section.

Delegates at the Melbourne ad:tech event heard from social media strategist Ekaterina Walter, who drew on examples from her time at Intel, the technology giant, to warn marketers of five key trends.

These included the growing power of millennials, the convergence of paid, earned and owned media, real-time marketing as well as visual marketing, which she argued are together transforming the communications landscape.

Meanwhile, at the MAP conference, speakers covered a range of topics from key performance indicators (KPIs) to recent developments in neuroscience. There was also some defence of more traditional ways of advertising with TV revealed as remaining an effective channel despite the rise of new media. This report was our second most-read of the year.

The third-ranked event report covered the Social Media Week Singapore conference in February where Laura Balkovich, Google's head of social, Asia Pacific, discussed the increasing importance of mobile.

Observing that there are now more people on the planet who have a mobile phone than have access to running water or electricity, she argued that brands must now include social media in all their marketing, connect with communities based around shared interests and seek to engage “super fans”.

Meanwhile, coverage of the Xperience World event of July 2013 was the fourth most-read event article of the year, which described how the Red Bull brand of energy drinks approached content marketing.

Greg Jacobs, Red Bull's head of distribution, North America, described its activities from Formula 1 to gaming while also explaining how Red Bull engages with the YouTube generation as well as how it handles multi-screening.

Finally, the fifth most-read article covered four leading executives from various parts of the communications industry sharing their views about the highlights and most important thinking that emerged from the Mobile World Congress of February 2013.

Data sourced from Warc