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Sponsored gaming viewing boomed in Q1

Data • Rob Clapp, WARC Data Points, April 2021

An overview of the number of hours of sponsored gaming livestreams watched in Q1 2020 and 2021.

Livestreamed gaming audience to top 700m this year

Data • Cinzia Petio, WARC Data Points, April 2021

An overview of livestreamed gaming audiences worldwide between 2019 and 2024.

When creativity is sidelined in e-commerce, here’s how to take back control

Article • Low Lai Chow, Event Reports, Spikes Asia X Campaign, February 2021

Marketers who believe in only the short term have sidelined creativity, says MediaCom’s Josh Gallagher.

The beauty of innovation: How Asian beauty brands can grow in post-pandemic Europe

Article • Michael Chadwick, WARC Exclusive, March 2021

Asian beauty brands have made inroads into European markets long dominated by French brands and Cheil UK’s Michael Chadwick says they are well-placed to continue growing on the continent by leveraging on their strength in innovation and status as global tastemaker.

Shoppable media as an omnichannel strategy

Article • WARC Webinars, March 2021

Isobar Commerce's Patrick Deloy and Nathan Petralia share insights from their contribution to the WARC Guide to Shoppable Media on the pros and cons of investing in paid shoppable media advertising.

How influencers helped Wisconsin Cheese achieve “rind-blowing” results

Article • Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, December 2020

Wisconsin Cheese, an organization that champions the state’s cheese and cheesemakers, tapped the power of influencers to transform consumer perceptions.

Fake it until you make it: Managing the transition before full social media shoppability

Article • Yulia Livne, WARC Exclusive, March 2021

Advises brands how to make customer journeys more shoppable.

Shoppable media as an omnichannel strategy

Article • Patrick Deloy and Nathan Petralia, WARC Exclusive, March 2021

Outlines the pros and cons of investing in paid shoppable media advertising.

How do shoppable formats fit into the media plan?

Article • Jin Kim, WARC Exclusive, March 2021

Details what advertisers need to know about shoppable media.

Future gazing: Social commerce is the new e-commerce

Article • Maria Bain, WARC Exclusive, March 2021

Three key considerations for brands looking to sell products and services on social media platforms.

Influencer marketing’s impact on shoppable media

Article • Kaho Yamada, WARC Exclusive, March 2021

Explains how brands can use influencer marketing as a sales channel.

Shoppable ad formats: The pros and cons

Opinion • Nate Shurilla, March 2021

This article is part of a series of articles from the WARC Guide to shoppable media.

쇼핑 가능 미디어(Shoppable media)에 대한 WARC 가이드

Article • WARC Best Practice, March 2021

쇼핑 가능 미디어에 대한 새로운 사고 및 모범 사례 요약.

TBWA’s Gon Woo Yang: Future marketing trends emerging in South Korea

Opinion • Gon Woo Yang, February 2021

With subscription marketing, live commerce and tech marketing emerging as the dominant forces shaping the future, marketers should transform their business methods and product design to face a new wave of disruption writes Gon Woo Yang, executive account director, head of Planning2 Division, TBWA\.

Alexsandro Pinto: What is required of a good marketer in 2021 is now different

Opinion • Gabey Goh, February 2021

Alexsandro BX Pinto, former vice-president, marketing, AB InBev South Korea, points out how domestic brands witnessed a rise in the year of the pandemic. Going forward, he expects premiumisation to return in a big way, but he also believes that a brand has to be fully leveraged on data and digital media in order to entertain and solve consumer problems. Pinto speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2021.

Harnessing the hybrid shopping opportunity

Article • Joel Davis, WARC Exclusive, February 2021

Predicts how technology will augment the shopping experience after the pandemic.

Trends of the month: TikTok, effective budgets and new Muslim consumers

Opinion • Rob Clapp, February 2021

This month: How TikTok is setting up for shopping success in 2021, what the long-term trends in budget effectiveness are, and how brands are failing to engage new Muslim consumers.

Integrated brand experience: New habits, new playing grounds

Article • Eugene Ng, WARC Exclusive, February 2021

This article shares examples of brands that have capitalised on consumers’ new digital first habits in China and offers lessons for other countries.

Reactivating luxury consumers in China with new value propositions

Article • Jenny Chan, WARC Exclusive, February 2021

It is essential to remember that Tmall is not just an e-commerce marketplace, but the biggest shopping ‘mall’ in the world and in that context, a luxury brand’s e-commerce content cannot be solely focused on selling and needs to significantly double down on storytelling and showcases.

Thinking about APAC e-commerce in 2021: Insights from Unilever, P&G, Philips and HP

Article • Low Lai Chow, Event Reports, Shopee Brands Summit, January 2021

E-commerce is experiencing positive disruption due to COVID-19.

YouTube, Facebook failing to attract e-sports fans from Twitch

Data • Rob Clapp, WARC Data Points, February 2021

An overview of Twitch, YouTube Gaming Live and Facebook Gaming consumption and audiences in 2019 and 2020.

Shopping under the influence: Why social e-commerce matters in your media strategy

Opinion • Pablo Gomez, February 2021

Brands can no longer ignore the role social e-commerce plays in their media strategy and need to be prepared for the influx of social e-commerce partnerships and opportunities, writes Kantar’s Pablo Gomez.

What’s behind the Kuaishou craziness

News • 02 February 2021

The Chinese video-sharing app Kuaishou has sent investors’ heads spinning, with its stock oversubscribed 1,200 times for its $5.

Using consumer signals to deliver meaningful brand experiences online and increase share of search

Article • Mette Breith , WARC Exclusive, Spotlight Australia, January 2021

OMD’s Mette Breith outlines how brands should leverage social listening alongside other consumer signals as the first step in delivering meaningful brand experiences.

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.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
The WARC Guide to 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.
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:
What we know about online video effectiveness

Article • WARC Best Practice, October 2020

Explores the current thinking and writing on the effectiveness of online video, and the different ways in which they can be effective: emotional or informative, long or short.
Global Ad Trends: Ad opportunities in gaming

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

This report summarises the latest research from WARC's Data platform, with a focus on the application of advertising in mobile gaming, streaming and e-sports. Key findings include: