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What we know about marketing on Facebook

Article • WARC Best Practice, October 2021

Explores the current reading on the topic of marketing on Facebook – the best used social network in the world, reaching over two billion users every month.

From discovery to purchase: The role of community commerce

Article • WARC Exclusive, October 2021

This report, produced in partnership with TikTok and Publicis Groupe, explores the role that social communities play in influencing purchase decisions.

Dreaming of streaming: Deconstructing Twitch's five audience segments

Article • Brian Carruthers, Event Reports, DMEXCO, September 2021

Twitch’s evolution from livestreaming service for gaming to a live social and interactive service has gathered pace during the pandemic.

Strategies for Effective Live Advertising

Article • Yiru Wang, Zixuan “Mia” Cheng, Jianyu “Kerwin” Hao, Kirk Plangger, Colin Campbell and Sara Rosengren, WARC Exclusive, October 2021

This article explores the growing area of live advertising, when a host or influencer speaks directly to their audience in a live chat offering discounts and demonstrations for products, and generates sales in real-time.

Influencing the influencers: Exploring the creator economy in esports

Article • Soraya Sobh, WARC Exclusive, October 2021

This article defines the lines between influencer marketing and the creator economy, why one is about pay and post and the other is a long-term content and engagement strategy.

Inside the rise of the gaming influencer

Article • Bethany Bloch, WARC Exclusive, October 2021

This article explores the increase in gaming in Asia since the start of the pandemic and the growing power of gaming creators.

The WARC Guide to brands and the creator economy

Article • WARC Best Practice, October 2021

A summary of new thinking and best practice on brands and the creator economy.

What’s next for social commerce in the Philippines?

Article • Jean Arboleda and RJ Paculan, WARC Exclusive, Spotlight SEA, September 2021

TBWA\SMP’s Jean Arboleda and RJ Paculan analyse how the pandemic has created new social media opportunities for brands to make a sale and connect with consumers.

Universal truths, Chinese contexts: Brands don’t need to culture-hack their way into China

Article • WARC Exclusive, Spotlight China, December 2020

Inner Chapter’s Jidi Guo argues that it’s time for foreign brands to take a serious look at where they fit within China’s changing culture and to stop seeking a way in via “culture hacks”.

Myanmar communication landscape

Article • Vero, Research on WARC, August 2021

Creative agency Vero’s “Myanmar Communication Landscape” report outlines the changes while offering insights and information based on both external data and personal observations.

SEA gamers: How to reach the next level to capture their hearts and minds

Article • Cheeri Leo, WARC Exclusive, Spotlight SEA, July 2021

Southeast Asia has one of the largest and most active gaming markets in the world and Twitch’s Cheeri Leo shares how brands can level up their marketing strategies to do more with SEA gamers.

Game on: How brands can leverage SEA’s mobile gaming boom

Opinion • Gabey Goh, July 2021

In this edition of Spotlight Southeast Asia, WARC Asia Editor Gabey Goh looks at how can brands plug in and play with the region’s mobile gamers.

The Great Wall of opportunity: Marketing insights from China's census Machine translated

Article • 黄卓颖（Abby Wong）, WARC Exclusive, July 2021

Brands that get ahead of national policies which are based on data from China's decennial census are the ones that often gain the most consumer traction in the market; Initiative China's Abby Wong has insights for those planning their strategies.

How do you balance brand-building and performance for online sales?

Article • WARC Exclusive, June 2021

Part of the WARC series ‘Rethinking brand for the rise of digital commerce’, this report looks at how to balance brand-building and performance marketing for digital sales.

Why ‘full-funnel’ is the future of digital commerce platforms

Opinion • Ian Ho, July 2021

As part of WARC’s series on ‘Rethinking brand for the rise of digital commerce’, Shopee’s Ian Ho explains how commerce and entertainment are combining in Southeast Asia, and what that means for advertising formats.

Influencer marketing: Consumer sentiment data

Article • WARC Exclusive, Spotlight India, June 2021

Analyses data from ongoing surveys of Indian consumers, provided by GWI.

Gen Z and e-commerce: Expectations in the post-COVID era

Article • Steven Moy, WARC Exclusive, June 2021

Social commerce and ethical innovation will be major priorities for brands looking to connect with Gen Z shoppers in the post-COVID world.

Exploring the value of shoppable live advertising: Liveness and shoppability in advertising media and future research avenues

Research Paper • Kirk Plangger, Zixuan “Mia” Cheng, Jianyu Hao, Yiru Wang, Colin Campbell, and Sara Rosengren, Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 129-132

Live advertising is on the rise, with many influencers, brands, and retailers investing in the format online.

Live-commerce: How to level up and stand out

Opinion • Sega Cheng, June 2021

Live-commerce or live-selling is an emerging new trend in e-commerce and iKala’s Sega Cheng shares three ways that brands can take this fast-growing channel to the next level.

Driving tech-fuelled commerce in Southeast Asia: How Grab, Shopee and Lazada do it

Article • Low Lai Chow, Event Reports, Campaign360 virtual conference, May 2021

Grab, Shopee and Lazada discuss innovation and e-commerce in the Southeast Asia region during a Campaign360 virtual conference.

What's working in tech-enabled marketing

Article • WARC Category Intelligence, May 2021

Global strategies, campaign updates and trends in tech-enabled marketing.

Purpose-driven marketing with martial arts: Eight lessons from ONE Championship

Article • Low Lai Chow, Event Reports, WFA Global Marketer Week, April 2021

ONE Championship turned mixed martial arts, Muay Thai and kickboxing into an Asian global sports property.

Global brands in China: The latest changes to note

Article • Low Lai Chow, Event Reports, WFA Global Marketer Week, April 2021

Global brands eyeing the vast China market have to take note of how much the Middle Kingdom has changed over the decades – LVMH’s Andrew Wu lists the key trends and developments.

Click to buy: The growing opportunity of shoppable media

Opinion • Gabey Goh, May 2021

Shoppable media is the latest marketing opportunity and WARC’s Gabey Goh says the upcoming eTail Asia 2021 conference will outline the key drivers of this shoppable trend and what it means for marketers.

3 in 15: Shoppable media

Article • Alex Brownsell, WARC Exclusive, April 2021

WARC’s Alex Brownsell, senior editor for media and editor of the WARC Guide to Shoppable Media, published earlier this year takes us through why social commerce is so important, the role of influencers in effective livestream shoppable content and what shoppable media might look like in five years’ time.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Global Ad Trends: State of The Industry 2020/21

Data • James McDonald, Rob Clapp, WARC Data, November 2020

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment, media consumption, and cost inflation this year and next. Key findings include:
The WARC Guide to shoppable media

Article • WARC Best Practice, March 2021

A summary of new thinking and best practice on shoppable media.
The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.
Global Ad Trends: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include:
What we know about marketing on TikTok

Article • WARC Best Practice, October 2021

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.