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Achieving 'valuable virality': Five steps to social video success
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.
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Measure video meaningfully
The importance of measuring video viewability accurately, and how measurement might be improved.
Livestreaming apps – the value of Periscope and Meerkat for brands
How brands are using livestreaming apps, such as Periscope and Meerkat, to engage with consumers.
The growth of vertical video
Why video content is increasingly designed to be viewed in portrait rather than landscape form.
Maximizing the online video viewer experience
An AOL study on how to optimize online video, examining the differences between long and short form.
Shell Lego: Created by Us, built by You
This case study shows how Shell V-Power, a global premium fuel brand, increased market penetration and consumer preference by offering exclusive LEGO Ferrari model sets with fuel purchase.
Paramanya: A million downloads in a month
This case study shows how Paramanya, a localised mobile game in Turkey, launched with a three-phase strategy to generate awareness and interactivity.
This case study shows how Febreze, the air freshener brand, successfully re-launched and repositioned its car freshener solution in the UK and Ireland by finding a more sustainable reason for purchase that would support the business in the long term.
Mobil Delvac: Behind the wheels
This case study describes how Mobil Delvac, a motor oil brand in the US, increased its brand loyalty by focussing on customers rather than the product in its media campaign.
IAB and Videology on the convergence of TV and video
This article discusses general digital media and TV usage trends in the context of presentations from the IAB, a digital trade body, and ad insights firm Videology.
Watching the devices: Do we watch video differently on smaller screens?
This paper describes a research project for Channel 4, the UK broadcaster, which compared viewer engagement on branded, TV company-owned video-on-demand (VOD) platforms against generic VOD websites such as YouTube.
The future of digital marketing: Hyper-connectivity, disruption and being 'ubered'
This event report considers what the digital future holds for marketers in a world that is changing at an extraordinary speed.
The IKEA Home Tour: turning employees into marketing stars
This event report outlines how IKEA, the furniture retailer, successfully put its employees at the heart of a content-marketing program.
LEGO: How an 82 year old brand is bridging the physical and digital worlds
This event report explains how LEGO, the toy company, builds 'relationship strategies' to make the most of digital media, focussing on the areas of social, search and online video.
New pathways to engagement with multi-screen consumers
This paper analyses consumer engagement with different devices and how this impacts on the consumption of content, identifying four distinct motivations.
How Australia Post added a high-tech extension to an age-old service
This event report explains how Australia Post, the postal service, developed a 'video stamp' to improve sales and perception of the brand on social media in a Christmas campaign.
Coke's Clark primes for move to DDB
This event report discusses how Coca-Cola approaches marketing - and the lessons this can provide for agencies.
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