Advertising best practice, evidence and insights

Brands to spend $59bn on e-commerce ads this year

News • 24/09/2020

Brands will spend $58.5bn on e-commerce advertising this year in response to the boom in online shopping, according to the latest Global Advertising Trends report from WARC Data.

Infographic: The difference in ad revenue per second, pre- & post-COVID

Data • WARC Data, September 2020

New calculations from WARC Data show that brands have invested more money in e-commerce services and less in conventional media platforms in the months following the COVID-19 outbreak.

How Mastercard is developing a multi-sensory brand - from sight and sound to taste

Article • Geoffrey Precourt, Event Reports, Association of National Advertisers State of Audio online conference, September 2020

Mastercard, the payments company, is developing a multi-sensory strategy that will help its brand to engage consumers across numerous touchpoints.

Social media platforms step up on hate content

News • 23/09/2020

Facebook, YouTube and Twitter have agreed to adopt a common set of definitions for hate speech and other harmful content and to collaborate with a view to monitoring industry efforts to improve.

How WW pivoted to virtual wellness

Article • Brian Carruthers, Event Reports, World Retail Congress, September 2020

Looks at how global wellness company WW rapidly adapted to the new demands of pandemic-driven lockdowns around the world.

Understanding the new reciprocity

News • 23/09/2020

As the concept of reciprocity becomes an increasingly potent marketing lever, marketers need to re-evaluate their understanding of current norms to reframe its application across marketing ecosystems.

Why Bloomberg Media’s next move will be to launch an OTT service

Article • Alex Brownsell, Event Reports, FIPP World Media Congress, September 2020

How Bloomberg Media is adjusting its content strategy to the post-pandemic market.

FMCG brands can win market share by courting ‘eco-active’ consumers

News • 18/09/2020

Investing in sustainable innovation can help brands win a growing market share of spending by increasingly environmentally conscious consumers, new research suggests.

What's working in alcoholic drinks

Article • WARC Category Intelligence, September 2020

Global strategies, campaign updates and trends in the alcoholic drinks category.

What's working in influencer marketing

Article • WARC Category Intelligence, September 2020

Global strategies, campaign updates and trends in influencer marketing.

The plot thickens: How brands can integrate into in-game environments and build relationships

Article • Monin Techawachirakul and Gemma Calvert, WARC Exclusive, September 2020

New research from Nanyang Business School, NTU in Singapore outlines how well consumers respond to in-game brand interactions.

Shaadi.com: #WFH – (#WeddingsFromHome)

Case Study • Dheeraj Sinha, Shibani Mitra, Devika Joshi, WARC Prize for Asian Strategy, Shortlisted, 2020

Matchmaking website Shaadi.com created an online wedding portal to attract earned media and build brand buzz and engagement during India's COVID-19 lockdown.

AB InBev brews up livestreaming success

News • 16/09/2020

Anheuser-Busch InBev, the brewer, has enjoyed success with a livestreaming program that built connections with consumers during COVID-19.

How livestreaming helped AB InBev pivot during the COVID-19 crisis

Article • Geoffrey Precourt, Event Reports, ANA Digital Marketing Conference, September 2020

Anheuser-Busch InBev, the brewer, has used livestreaming to connect with consumers during the COVID-19 pandemic.

H&M Hennes & Mauritz AB (Apparel and Footwear)

Article • Euromonitor Profiles, September 2020

This Company Profile from Euromonitor provides key details and analysis of H&M Hennes & Mauritz, the owner of brands such as H&M, COS, and & Other Stories.

Anheuser-Busch InBev (Drink and beverages, alcoholic)

Article • Euromonitor Profiles, September 2020

This Company Profile from Euromonitor provides key details and analysis of Anheuser-Busch, the owner of such brands such as Beck's, Stella Artois and Budweiser.

Brands need a true ecosystem of reciprocity to navigate a changed consumer dynamic

Article • SiewPing Lim, WARC Best Practice, September 2020

Reciprocity is becoming an increasingly potent marketing lever, especially for customer experience, and brands need to ensure that they are delivering more than a transaction.

Aldi Group (Retail)

Article • Euromonitor Profiles, September 2020

This Company Profile from Euromonitor provides key details and analysis of Aldi Group.

Huawei Technologies Co Ltd (Consumer electronics)

Article • Euromonitor Profiles, September 2020

This Company Profile from Euromonitor provides key details and analysis of Huawei Technologies.

Gen Z is better at recalling ad content than older consumers

News • 11/09/2020

Gen Z consumers are often considered to have lower attention spans than older generations, but a new global study has revealed they recall advertising content better than millennials and Gen X, particularly when it comes to skippable video ads that ...

COVID-19 conversations: Marie Gulin-Merle, VP - Global Ads Marketing, Google

Opinion • Anna Hamill, September 2020

Google’s VP for Global Ads Marketing, Marie Gulin-Merle, speaks to WARC’s Anna Hamill about adapting products based on insights, empathising with consumers, and reinventing the role of CMO during the COVID-19 pandemic.

Trends of the Month: Festive shopping, TikTok and TV

Opinion • Rob Clapp, September 2020

This month: what this year’s festive holiday season holds, the state of TikTok as its ban approaches and how YouTube is moving to the TV screen.

Mindshare’s Audrey Low: “COVID-19 has helped our business become more agile”

Opinion • Chiara Manco, September 2020

Audrey Low, Managing Director, L'Équipe L'Oréal at Mindshare China, will be judging the Effective Use of Partnerships & Sponsorships category of the 2020 WARC Media Awards.

Marketing in the gaming ecosystem

Article • WARC Best Practice, September 2020

A summary of new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.

WARC Talks 360: E-commerce and the future of effectiveness

Article • WARC Webinars, September 2020

Brings together expert contributors for their advice on how to best navigate the shift in e-commerce strategy.