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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 describes how Lebanese supermarket chain Bou Khalil enabled the Lebanese people to give money responsibly to Syrian refugees with the Good Note - an alternative currency.

Case Study

This case study describes how specialist investment manager Architas, part of AXA, created an educational and interactive tool for independent brokers and Architas managers to help them sell more unit-linked products in France, Belgium and the UK.

Case Study

This case study describes how Seeing Eye Dogs Australia created the first puppy subscription service to find foster carers for their litters of puppies.

Case Study

This case study describes how UK broadcaster BT Sport, aimed to engage hard-to-reach football audiences by giving away its coverage of the UEFA Champions League via a digital sampling strategy.

Case Study

This case study describes how pen brand Bic boosted sales by creating an online competition in Australia and New Zealand to get existing owners to use their Bic 4 Colours Pens more, so that their pens would run out.

Case Study

This case study describes how Johnsonville Sausage, a Wisconsin-based meat processing company, leveraged its small town background and its authenticity to win over Canadian sausage lovers.
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This article, based on research by Yahoo!7, in Australia, outlines the similarities between Gen X and millennials when it comes to content consumption.


This event report outlines research conducted by AOL, the media group, regarding how to improve consumer engagement with digital video ads.


This article explains how FMCG brands are using online video to humanise their content, connect with younger audiences, demonstrate brand purpose or build emotional resonance, among other reasons.


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.


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.


This article explores the current reading on mobile marketing, a near-ubiquitous medium that offers the fastest and most convenient route online for most consumers.
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  1. 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.

  2. 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.

  3. Article

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

  4. 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.

  5. Article

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

  6. Article

    This article summarises Warc's Toolkit 2016, a guide to six key challenges for brands in the coming year.

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