News
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20 May 2020
China’s retailers, big and small, focused on selling online out of necessity during the COVID-19 crisis – and livestreaming of content to sell goods proved a huge success.
Article
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Stephen Whiteside, WARC COVID-19 Series, May 2020
Ambev, the brewer, has tapped the power of livestreaming to connect with Brazilian consumers during the COVID-19 pandemic.
News
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13 May 2020
The number of livestreaming users reached 560 million in China as of March this year, official figures show, a number that accounts for 62% of the country’s total number of internet users.
Article
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Mobbie Nazir, WARC COVID-19 Series, April 2020
Explores the ways in which coronavirus is changing social media marketing.
News
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07 April 2020
China may have recently had its lockdown lifted, but the stay-at-home message may well have long-term effects – and one phenomenon that’s likely to continue is the huge success of taking clubbing into the living room via livestreaming.
News
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02 April 2020
With hundreds of millions of consumers confined to their homes during the coronavirus outbreak, China’s experience of livestreaming points to a way for brands to both entertain and continue to sell products while physical outlets are closed, a new ...
News
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30 March 2020
Luxury and fashion brands will need to ramp up online operations in response to a hard-hit physical retail sector, as COVID-19 accelerates deeper shifts characterised by the now-digital Shanghai Fashion Week.
Article
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Alex Brownsell, WARC COVID-19 Series, March 2020
Evaluates the potential of livestream commerce, already popular in China, to achieve mainstream adoption in Western markets during the COVID-19 crisis.
News
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12 March 2020
Twitch, the livestreaming platform for gamers, believes that a sense of “community” is fundamental to its appeal to users, and thus also to marketers hoping to reach this valuable audience.
Article
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Reed Karaim, Event Reports, IAB Annual Leadership Meeting, February 2020
Twitch, the livestreaming platform owned by Amazon, is seeking to foster a powerful sense of community as part of its growth strategy and core proposition for marketers.
News
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17 February 2020
Media fragmentation means that live sport’s traditional role as a deliverer of large-scale reach can no longer be assumed – but diminishing audiences can be targeted in a more tailored, addressable manner, according to a new WARC report.
Article
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Sam Peña-Taylor, Event Reports, MRS Sports and Gaming Conference, February 2020
Twitch, the Amazon-owned streaming platform, has a dedicated and quite different user base from any other – new Kantar research explores the profile of this group.
Article
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Low Lai Chow, Event Reports, VidCon Asia Summit, December 2019
With the right brand-and-creator partnership, organic reach and engagement is still possible for brands Instagram, according to the platform’s APAC's head of partnerships, Nicci Meek.
Article
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Jian Ming Lee, Admap, February 2020
A five-step guide for brands considering entering into an e-sports sponsorship in Asia.
News
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30 January 2020
Audiences trust live DOOH as much as, if not more than, traditional media channels and younger consumers especially are keen to see more live broadcast content such as entertainment, news and sport, according to a new survey.
Article
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Marie Griffin, ANA Magazine, B2B Marketer, January 2020
B2B marketers are using streaming video, podcasts, and webinars to gauge how different modes can work together to attract and engage their audiences and appeal to different individual preferences.
Article
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WARC Best Practice, January 2020
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.
Article
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Research on WARC, November 2019
This GroupM report recaps the pre-sale, warm-up and breakout periods of key e-commerce players in China like Tmall and JD, who are seeking market growth from new users, new categories, new consumption occasions, and new content.
Article
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Jenny Chan, WARC Exclusive, November 2019
Singles' Day 2019, akin to Cyber Monday or Black Friday in the US, has raked in more cash in the bank than 2018 and hit US$38.4 billion in gross merchandise volume worldwide, though the GMV number doesn't tell the complete story.
News
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12 November 2019
XFINITY, a unit of Comcast that provides cable television and internet services, identified an opportunity to reach people with an unrivaled passion for live content by connecting with fans of reality TV.
Article
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Stephen Whiteside, Event Reports, 4A's Strategy Festival, October 2019
XFINITY, the cable TV and online services brand, engaged an audience of millions with a campaign that drew on the mass appeal of reality television.
Opinion
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Allison Zhang, November 2019
Marketing during Singles Day is becoming more and more challenging. Allison Zhang compiles a list of the major changes from last year.
Article
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Emma Jeffers, WARC Exclusive, October 2019
Reveals insights and findings from Ocean Outdoor and Unibail-Rodamco-Westfield’s research into the impact of digital out-of-home (DOOH) as a broadcast channel and how live broadcasts and pre-scheduled content drives brand affinity and engagement.
Article
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Brian Carruthers, Event Reports, DMEXCO, September 2019
Looks at how online gaming platform Twitch is developing and why advertisers might want to consider adding it to their media mix.
Article
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WARC Best Practice, September 2019
This article provides guidance and reading on the subject of real-time marketing; closely aligned with technologies like programmatic, its implications travel across the marketing ecosystem.
