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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 describes how Latin American boyband CNCO used geo-location technology for a mobile campaign in Latin America, Spain and the US, to build excitement and social media buzz around the release of its debut album.

Case Study

This case study describes how Black Mirror, a new rapid insights smartphone app, was launched into the Australian market by CHE Proximity.

Case Study

This case study describes how Turkcell, Turkey's largest telco, turned its focus onto diabetes - a misunderstood and stygmatised condition in Turkey - and created a way to help diabetics through a healthmetre.

Case Study

This article examines the journey undertaken by the UK branch of pizza brand Domino's as it reacted to the rise of brands disrupting the food delivery sector by reimagining itself as a digital-first mealtime solution.

Case Study

This case study details how Aviva, a British insurance company, drove greater salience of its car insurance by creating emotional connections with its consumers in the UK market.

Case Study

This case study describes how chocolate brand Kinder Joy remained top of mind among core consumers during non-advertising periods, by creating a unique storytelling platform for kids on mobile in India.
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This case study describes how car manufacturer Toyota brought emergency communications to the 5.3 million square kilometres of Australia's landmass that currently receives no mobile signal, by installing signal-providing devices in its LandCruiser models.


This event report demonstrates how Frito-Lay, the snacks group owned by PepsiCo, has deepened its understanding of mobile marketing on Facebook.


This article advises on how brands can adapt television commercials (TVCs) to create effective and engaging mobile content.


This event report explores a number of themes that arose at the Mobile World Congress 2017, including new developments in 5G, mobile, IoT, and AR/VR.


This report explores the views of senior AdTech and MarTech figures after the Mobile World Congress in Barcelona, which centred on the use of data and artificial intelligence systems to better understand audiences.


This event report outlines how Nike, the sporting goods group, is using messaging apps to engage consumers.
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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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