When entertainment meets effectiveness: A guide to maximising impact

This whitepaper, developed in partnership with TikTok, gives a holistic overview on maximising impact in media effectiveness.
  • Holistic measurement is important, and brands need to move from measuring short-term impact to long-term impact.
  • Brands should prepare for a cookieless future by building up their own first-party data and leverage audience signals on digital platforms for better contextual targeting.
  • Marketers should utilise entertaining content to grab attention, connect with audiences and guide them down the funnel.
  • Brands should amplify and optimise creative impact with online video by using sound, real people, and leveraging social cues and audience signals....

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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