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'.
Commercial broadcasters in Australia are currently losing a third of viewing time to streaming services, to which two-thirds (66%) of Australian households are signed up, yet a leading industry analyst believes broadcasters can recapture these lost ...
Asia-Pacific, home to 60% of the global population, has become the most advanced digital economy in the world and three key consumer trends have emerged that are likely to influence the way marketers design, build and promote their products across ...
TikTok, the Chinese video-sharing platform, barely existed in Africa as recently as 2018, but now it is growing rapidly after adopting a strategy of encouraging local content creators and giving them the tools to express themselves.
Around three-quarters (74%) of global video customers plan to stop paying for pay-TV services within the next five years as they turn to streaming services as a more affordable option, a new report has found.
An ultra-short advertisement of as little as two seconds is able to convey brand, product and message more effectively than the first few seconds of a regular 30-second online spot, according to new research.
TV’s reach has maintained the medium’s primacy since it became the focal point of living rooms and advertising budgets, but the rise of digital platforms have complicated this view – new research from Ebiquity sheds crucial light on what’s really ...
The growing popularity of platforms like TikTok highlights the need for marketers to master the short-form video format – a task which necessitates balancing the higher completion rates they can achieve with the lower emotional engagement that such ...
Anne Field, ANA Magazine, ANA Magazine, December 2019
For marketers eager to reach generation Alpha, the first generation entirely born in the 21st century, the story is instructive as they are conditioned to an always-on society, with the ongoing screenification of culture.
Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.
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