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Mobile & tablet

Marketing on mobile devices, including smartphones and tablets, in some ways replicates ‘desktop’ digital – display, search, video, microsites and social media. However, mobile also affords opportunities for messaging via SMS and in apps, and tailoring messages using location-based information. Communication design needs to fit screen size and configuration and, in developing markets, device type and data plan cost. Mobile is the most personal of platforms so brands must be particularly mindful of consumer privacy.

Key Reading

Important papers from across the Warc database

This article sets out the key issues in planning for mobile, and provides guidance for incorporating mobile into integrated communications plans. It argues that, to make the most of this channel, planners need to understand how mobile devices are used, including different patterns and contexts – they aren't just used 'on the go'.
A series of papers on the new opportunities for brands to engage in mobile moments.
The MMA on the impact of mobile compared to other channels, with a focus on brand metrics.
Why an ecosystem of 50 apps could become the dominant gateway to media consumption – and planning.
These awards are presented to campaigns that use innovation and creativity in mobile marketing.

Case Study

This case study explains how Sakker El Dekkene (Stop the Shop), a Lebanese NGO, used a stunt to encourage people to report corruption.

Case Study

This case study explains how Swedish Tourist Association (STF), which manages hotels and hostels across Sweden, increased membership sales in Sweden by helping people be more proud of their country and connecting them with people from abroad via a mobile app.

Case Study

This case study shows how Orange, the telecommunications provider, gave an old retro game a twist to show young Tunisians the speed of its Internet services.

Case Study

This case study explores how Plan.Net, a creative agency, launched a national campaign to help refugees arriving in Germany to learn German.

Case Study

This case study explains how Kinder, the chocolate brand, promoted its new range of toys found in the chocolate eggs in Russia with a mobile app that brought the toys to life.

Case Study

This case study shows how the Ayrton Senna Institute, a Brazilian NGO, drove an augmented reality campaign to gather support for Brazilian athletes during the Rio 2016 Olympic Games.
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This event report looks at research into the mobile behaviours of Gen Z in the UK, a group termed 'mobile prodigies'.


This event report looks at how UK retailer Marks & Spencer is using location-based marketing to boost footfall and sales at its stores.


This article explores the challenges and opportunities facing advertisers on mobile ad viewability in Asia, and offers advice for marketers to maximize and measure the viewability of their ads.


This infographic is based on research from GlobalWebIndex, created with data from a survey of more than 19,000 tablet users - here defined as those who say they have accessed the internet on a tablet in the past month.


This article examines the total mobile adspend among WARC's twelve key markets, finding that it amounted to $45bn in 2015, which was the last verifiable year of measurement.

Research Paper

This report summarises the findings of WARC's latest mobile marketing survey, conducted across North America on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.


This article looks at how communicators can use the ubiquity of mobile to reach people in the micro-moment of decision-making, enabling them to motivate and facilitate behaviour change and improving the lives of individuals and of society.
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  1. Article

    This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 96 individual markets back to 1980. The report outlines major shifts in the allocation of advertising budgets by media channel and global region.

  2. Article

    This article summarises Warc's Toolkit 2017, a guide to six key challenges for brands in the coming year.

  3. Article

    This report explores how technological advances and increased connectivity are underpinning a commerce revolution and forever changing the way that consumers all around the world browse and buy all types of products and services.

  4. Article

    This article examines ten tech trends that will impact brands, business and connected consumers in 2016 and beyond.

  5. Article

    This article discusses the various marketing techniques, including Augmented Reality and Facial Recognition, that can be used to investigate and influence in-store purchase decisions.

  6. Article

    This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 90 individual markets back to 1980.

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