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Ad volume performance on Indian TV in 2020

News • 15 January 2021

Total ad volumes on Indian TV grew 34% in the second half of 2020 compared to the first half, representing a “reassuring” sign that the industry is recovering from what was a “challenging” year, according to the latest data from BARC India.

Subscriptions overtake ad revenue as APAC’s online video market surpasses $30bn

News • 13 January 2021

The worth of Asia’s online video market exceeded $30 billion for the first time in 2020, new research shows, as revenue from paid subscriptions overtook ad revenue, again for the first time.

Volkswagen Malaysia: 12.12 – A frictionless social media shopping experience

Case Study • WARC Cases, 2019

Automotive brand Volkswagen earned media attention and grew conversion rate in Malaysia with an s-commerce campaign during the 12.12 online shopping festival.

Only the largest Indian FMCG brands grew during COVID-19

Data • Rob Clapp, WARC Data Points, January 2021

An overview of FMCG volume growth in India during the coronavirus (COVID-19) outbreak.

Indian gaming industry seeks regulatory framework for future growth

News • 08 January 2021

The online gaming sector in India generated $174m in revenues in 2020, compared with $97.

Getting to know Singapore’s ‘Forgotten Middle’

Article • Amanda Lim, WARC Exclusive, January, 2021

BBH Singapore’s Amanda Lim makes the case for brands to look to the middle for new growth and consumers in Singapore.

Pants Bear: Learning life one adventure at a time

Case Study • WARC Cases, 2020

Children’s education and entertainment brand Pants Bear launched in Malaysia with a content strategy tailored around cultural moments and learning activities.

LG Electronics expands into TV advertising

News • 08 January 2021

LG Electronics of South Korea, one of the largest TV manufacturers in the world, has acquired a 60% stake in Alphonso, a California-based TV data and measurement firm, as it seeks to expand its streaming TV ad business.

Volkswagen Malaysia: Buckle Up

Case Study • WARC Cases, 2020

Automobile brand Volkswagen brought attention to the issue of children’s car safety in Malaysia through a social-first content campaign.

Six trends APAC brands should leverage in 2021

Opinion • Kenneth Pao, January 2021

Criteo’s Kenneth Pao outlines six trends that marketers will need to pay attention to, in order to optimise the potential for a successful 2021.

1-2 ads per OTT TV break proves most popular

Data • Rob Clapp, WARC Data Points, January 2021

An overview of OTT TV content consumption by device and consumer preference for different ad loads.

India’s used-car sales boom amid pandemic with consumers now ready to wheel and deal online

News • 07 January 2021

India’s leading car-sales platforms, CarWale and CarTrade, have seen a 175% surge in inquiries for used cars since the easing of lockdown as commuters look to avoid crowded public transport.

Vietnamese consumers planning on buying food, drink and fashion for Tết 2021

Data • Rob Clapp, WARC Data Points, January 2021

An overview of planned consumer purchases and purchase journeys in Vietnam for the Tết festival in 2021.

What we know about targeting Muslim consumers in South-East Asia

Article • WARC Best Practice, January 2021

Summarises the insights from a series of key papers on targeting Muslim consumers in South-East Asia, including the importance of faith, modernity and perceptions of beauty.

Local retailers under pressure as Thai shoppers flock to major online players

News • 05 January 2021

Online shopping continues its rapid uptake in Thailand as uncertainties over COVID-19 cement current consumer consumption patterns.

Consumers receptive to 'shoppertainment'

Data • Rob Clapp, WARC Data Points, January 2021

An overview of purchase drivers and livestream consumption across seven countries (Brazil, China, France, Germany, India, the UK and the US).

Global Marketing Index: December 2020

Data • Zoe McCready, WARC Data, December 2020

This article summarises the results of the Global Marketing Index for December 2020, when the global index for marketing budgets reached its highest ever levels of growth.

Rethinking brand safety with Gen Z

News • 24 December 2020

The emerging Gen Z segment has distinct preferences and is not impressed by established marketing plays.

Live-streaming drives Singapore’s e-commerce growth

News • 18 December 2020

A new joint study from media intelligence firm Meltwater and e-commerce platform Shopee reveals how consumer behaviour and online commerce has evolved in Singapore this year during the pandemic.

New digital activities likely to last in Japan

Data • Rob Clapp, WARC Data Points, December 2020

An overview of new digital activities in Japan during the coronavirus (COVID-19) outbreak.

How storytelling during the pandemic is paying off for tourism brands

Opinion • Johnny Ng, December 2020

SCMP’s Johnny Ng breaks down the power of story in breaking through a cluttered media landscape and how native advertising can help brands be more effective in engaging with consumers.

Strategic themes in services and payments

Article • Euromonitor, Research on WARC, December 2020

The combination of officially mandated shutdowns and radical cutbacks in consumer demand due to COVID-19 is reshaping physical space and the surge in demand for e-commerce is putting pressure on brick-and-mortar operators.

How brands can use ‘cute’ characters to drive results

News • 18 December 2020

Brands using “cute” spokescharacters must also consider the language they deploy and the nature of their consumer relationships to achieve the best results, a study in the Journal of Advertising Research (JAR) has argued.

Gen Z is here, and brands need to be okay with giving up control

Article • Low Lai Chow, Event Reports, IAB SEA+India Re:Volve Webinar Series, October 2020

An IAB SEA+India webinar outlined how brands need to change their mindsets in order to better connect with Gen Z consumers.

Stay-at-home products lead e-commerce sales pick-up in India

News • 17 December 2020

Convenience products and those that aid the stay-at-home economy dominated online sales during India’s festive season, between October 15 and November 13, according to data from market researcher Nielsen.

Bouncing back from COVID-19: Five data-driven strategies for SEA marketers

Article • Stephanie Caunter and Simon Samuel, WARC Exclusive, March 2020

Marketers can still bounce back despite the COVID-19 outbreak threatening an economic decline in Southeast Asia; digital marketing agency ADA shares five strategies for marketers to navigate through this period of economic uncertainty.
Nearly 90% of consumers have changed their behaviour because of COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of changes in consumer behaviour because of the novel coronavirus (COVID-19) in eight Asia Pacific markets and the UK and US.
E-commerce shopping more frequent because of COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of whether consumers are more frequently shopping online rather than in-store as a result of the novel coronavirus (COVID-19) outbreak.
Spending less, living well: How consumers are redefining a good life

Article • Anna Shin, WARC Exclusive, May 2020

R/GA Singapore’s Anna Shin maps out how the consumer definition of happiness and satisfaction has changed thanks to COVID-19, and how brands need to adapt to thrive.
Overcoming fear and creating a sense of belonging: Brand purpose in the time of coronavirus

Article • Kunal Sinha , WARC Exclusive, March 2020

Kunal Sinha shares his insights on how brand purpose can be meaningfully pursued amid a context of fear and uncertainty.
How Alderfer’s E.R.G. Theory can inform post-coronavirus strategy for brands

Article • Dr. Mansur Khamitov, WARC Exclusive, February 2020

Psychologist Clayton Alderfer’s ERG motivational theory of human behaviour offers marketers a potential framework for charting steps forward in uncertain times – Nanyang Business School’s Mansur Khamitov talks through how brands can map out a positive path forward.