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Online video effectiveness

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Article

Explores the current thinking and writing on the effectiveness of online video, and the different ways in which they can be effective: emotional or informative, long or short.

Article

This article explains how brands can create video creative that is engaging and brand-centric in order to reward viewers with relevance or entertainment and prevent early skipping.

Article

This article offers guidance and advice on how to select the right format and delivery channel for video ad campaigns, and which metrics to use to measure awareness, engagement and conversions.

Case Study

ATB Financial, the Canadian financial institution in Alberta, built a connection with its entrepreneurs and smaller start-ups to increase awareness and sales.

Case Study

Manulife Bank, the Canadian bank, increased mortgage sales through a program designed to drive consumers through the purchase journey, starting with a movie-like trailer.
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Case Study

Imitating a perfume brand helped Gain, the US detergent brand, communicate the scent value of its Gain Flings product and increase sales in the US.

Article

Explores the current reading and thinking on the topic of online video audiences, which are increasingly shifting to mobile - here, brand messaging is largely unwelcome, necessitating exceptional creative and controllable ads.

Case Study

William Lawson's, a whisky brand, increased sales in Mexico by targeting men ages 18-24 with a 'no rules' message on social media.

Case Study

IBM, the multinational technology company, showed the potential of its AI platform Watson in Australia by applying its capabilities to fashion.

Case Study

Toiletries brand Dove launched the localised campaign #ChangeTheRhyme to make the brand's iconic Real Beauty concept more relevant to women in India.

Case Study

In the highly competitive hair category, Sunsilk Philippines needed to safeguard its market share implementing a motivational campaign which was relevant to its target audience.

Article

Offers tips and case studies on effective content marketing for rural audiences in India, addressing story-telling, online video and finding success on a low budget.

Case Study

Cornetto, the ice-cream brand, increased brand equity in India by telling stories in short videos in a Valentine's Day campaign.

Case Study

Gum brand Doublemint achieved relevance among young Indian consumers by engaging them in the creation of a crowd-sourced picture-book.

Case Study

AXE promoted its new male deodorant AXE Black Night in Russia, by both maintaining its loyal young clientele and expanding its market share to a more mature audience.

Article

RTL AdConnect's annual research, Total Video Key Facts, is a reference for all global TV trends and this article discusses its main findings, which show TV to be more resilient in the face of digital content than was previously thought.

News

SAN FRANCISCO: After years of resisting pre-roll ads on its site, Facebook has announced that it will now allow them, although they will not appear in the news feed where Facebook users spend most of their time.

Case Study

Smemoranda, the Italian school diary brand, increased awareness and halted its decline in market share by adapting its branding to the digital age.

Research Paper

Twitter UK, a news and social networking brand, used a combination of neuroscience and behavioural analysis to test video ads through Twitter users' mobile feeds.

Case Study

O2, a telecommunications services provider in the UK, used customer data to produce personalised video communications to encourage O2 customers to upgrade their phone and renew their contract.

Case Study

Ria, a female hygiene brand, created a video and social campaign to encourage women across the Czech Republic to openly discuss the subject of menstruation.

Case Study

Charity Royal National Lifeboat Institution (RNLI) launched a campaign in the UK giving instructions on how to best react when falling unexpectedly in cold water.

Case Study

Financial services company Legal & General encouraged understanding of the importance of life insurance by emotionally connecting with parents of young children in the UK.

Case Study

E.ON, a European electric services company, collaborated with the band Gorillaz to make its brand, and solar-powered energy, a relevant part of popular culture.

Case Study

Lynx, a deodorant brand, created a short video series in the UK to discuss modern masculinity and regain its relevance among young men.