Explores the current reading and thinking on the topic of online video audiences, which are increasingly shifting to mobile - here, brand messaging is largely unwelcome, necessitating exceptional creative and controllable ads.
Julian Saunders, WARC Best Practice, July 2016
This article provides best practices for developing a content strategy on the most visited online video platform in the world, allowing brands to engage a different culture from the mainstream and find a place in the 'everything channel'.
Data from the IAB, Nielsen and other industry bodies show video and audio streaming surged in popularity this year, with adspend shifting in response as advertisers sought new audiences, but one leading ad tech executive suggests the trend is also ...
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 ...
Mailman's Edoardo Lipari looks at the market-specific trends underpinning the dominance of video content across Asia-Pacific and advocates for a more hyper-local approach to content strategy for the region. Global brand marketers are building digital strategies around video like never before, as user behaviour data, trends and the rise of mobile data usage all point in that direction in the chase for consumer attention.
Video advertising continues to grow quickly, but, says Rayhan Perera, advertisers need to look beyond its branding function to embrace new formats like shoppable video. Disrupting expectations has become the running theme of 2020, and digital video is no exception.
Lucy Aitken, Managing Editor – Case studies at WARC, speaks to Nike and Mindshare China about how they helped people move during the COVID-19 quarantine, at a time when their usual exercise routines were completely disrupted.
Alex Duncan, Kawo, Research on WARC, June 2020
It can be hard to get one's head around the complexity, depth and breadth of China’s social media landscape, with many in the West unfamiliar with sites beyond the omnipotent all-in-one super app, WeChat.