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Online video

Online video refers to audiovisual content delivered via the internet. Options for marketers to run video content online include: video-sharing sites such as YouTube; publishers’ online offerings; social media sites; and video-on-demand services from TV broadcasters. Video is becoming particularly important for social platforms, which are promoting themselves as ‘broadcast’ channels. It is common for online video ads to be skipped or scrolled away from, giving brands a very short window in which to capture attention.

Key Reading

Important papers from across the Warc database

This article outlines practical guidance for brands to make their online videos 'go viral'. Advice includes making the brand central to the video execution. Examples of this discussed in the article include 'Like a Girl', an online video-supported campaign for Always.
Best practices to help brands engage subcultures and find a place in the 'everything channel'.
The importance of measuring video viewability accurately, and how measurement might be improved.
How to select the right format and channel, and the best metrics for measuring success.
Why video content is increasingly designed to be viewed in portrait rather than landscape form.

Case Study

This case study explains how charities the Romanian Ornithological Society and Natura 2000 used a YouTube video and PR to raise awareness of Romanian hunting laws and get the law changed to protect birds.

Case Study

This case study explains how S7 Airlines, the Russian airline, used a video published on social media to increase international awareness of its brand and grow ticket sales.

Case Study

This case study shows how Ikea, a furniture brand, successfully launched its new catalogue by filming a renowned German literary critic reviewing it.

Case Study

This case study explains how Swedish insurance company Trygg-Hansa used a humorous video to explain the impact of alcohol on swimming ability and reduce deaths by drowning.

Case Study

This case study describes how Postobón, the soft drinks company, launched a new musician to then launch a grapefruit soft drink in Colombia.

Case Study

This case study shows how AT&T, a telecommunications brand, increased awareness for distracted driving using a shocking campaign film in the US.
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This article examines how to maximise digital ad effectiveness, and the various factors marketers have to take into account when creating digital display and video.


This article covers how Johnson and Johnson is using video content in India to target specific audiences with household and baby products.


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 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.


This article provides marketers with information and guidance about determining the optimal TV ad length.


This article considers the advent of live-streaming - most visibly launched with Facebook Live in the past year - and what brands can do to ensure they use it correctly.
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  1. Article

    This report examines global trends in digital marketing as digital is capturing a greater portion of new marketing dollars and overtaking TV in many markets.

  2. Article

    This report looks at the trends and technologies that are set to become more important and relevant to marketers in 2017 including live video, VR and AR, web TV and chatbots.

  3. Article

    This article, taken from the Warc Toolkit 2017 report, explores how the proliferation of video is transforming social media marketing by turning social platforms into broadcast media.

  4. Article

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

  5. Article

    This exclusive report analyses the most effective social media campaigns, including an in-depth review of how social strategy drives effectiveness and practical suggestions for other brands to follow.

  6. Article

    This article provides best practices for developing a content strategy on the most visited online video platform in the world, allowing brands to engage a different culture from the mainstream and find a place in the 'everything channel'.

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