Online video

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What we know about online video audiences

Article • WARC Best Practice, February 2018

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.

How to develop an effective YouTube content strategy

Article • 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'.

Berliner Verkehrsbetriebe (BVG): BVG x adidas - The Ticket-Shoe

Case Study • SABRE Awards, EMEA, Integrated Marketing, Gold, 2019

BVG, Berlin's public transport system, joined forces with adidas and created a limited edition sneaker with a built-in annual pass, to boost its street credibility in the city.

IKEA: TOG-ether

Case Study • SABRE Awards, EMEA, Retailers, Gold, 2019

Furniture retailer IKEA created a new duvet product, and used a gay couple to promote it and boost sales of bedding in the UK.

Merck Sharp & Dohme: WTF is HPV?

Case Study • SABRE Awards, EMEA, Pharmaceutical: Rx, Gold, 2019

Merck Sharp & Dohme, the multinational pharmaceutical company, ran a multichannel campaign to raise awareness of its HPV vaccine among teens and their parents in Slovakia.

888sport: Big Narstie – From Rapper to Reporter

Case Study • SABRE Awards, In2 EMEA, Best Influencer Programs + Endorsements (Paid), Gold

888sport, the multinational online sports gambling company, differentiated itself from the competition in the UK through partnership with a celebrity grime MC.

National Social Security Fund (NSSF) Uganda : NSSF Friends With Benefits Image Campaign

Case Study • SABRE Awards, Africa, Corporate Image, Gold, 2019

The National Social Security Fund (NSSF), a quasi-government agency responsible for retirement funds, increased awareness of its benefits and reduced negative sentiment in East Africa by launching a reality TV show featuring its members.

Risky business: Exploring brand safety on YouTube

Article • Video Advertising Bureau, Research on WARC, May 2019

Details findings from a recent study and research into YouTube's history with brand safety issues and why ensuring brand safety is such a challenge on the platform.

Microsoft: Making Gaming More Inclusive with the Xbox Adaptive Controller

Case Study • SABRE Awards, North America, Technology: Hardware, Gold, 2019

Microsoft, a technology company, launched the Xbox Adaptive Controller in the US to help gamers with limited mobility.

My Special Aflac Duck

Case Study • SABRE Awards, North America, Trade Show, Gold, 2019

Aflac, an American insurance company, promoted its comforting duck toy for children with cancer in the US by launching activations at the Consumer Electronics Show (CES) in Las Vegas.

YouTube Go: The Data Shaman

Case Study • Isobel Dela Torre, Indra Permadi, WARC Awards, Shortlisted, Effective Content Strategy, 2019

YouTube, the video streaming service, used TV ads to overcome fears about data usage and increase numbers of users in rural Indonesia.

Saudi Telecom Company: The Brother of Noura

Case Study • Dana Al Kutoubi, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Saudi Telecom Company (STC) used a history-based social media and video campaign to promote acceptance of women driving and enhance its brand metrics with women.

JetBlue: Get Packing!

Case Study • Jane Dorsett , Ellie Gogan-Tilstone, Lindsay Cardinale, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Airline and travel company JetBlue, created a board game to stand out and become the first choice airline during the holiday season in the US.

Emirates NBD: While You Wait…

Case Study • Tahaab Rais, Anna Sadykova, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Money remittance service DirectRemit turned YouTube pre-roll ads into effective marketing messages to attract more users in the United Arab Emirates.

Tefal: Getting people to barbecue at 50ºC

Case Study • Alvaro Bretel, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Tefal, the global cookware brand, used whole-funnel marketing to extend the purchase season and increase sales of its electric grill in Saudi Arabia and the UAE.

Lifebuoy: Preventing people from infections during Ramadan

Case Study • Alvaro Bretel, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Lifebuoy, the soap and hygiene brand, used YouTube ads during Ramadan to promote hand washing and increase sales of its products in the Middle East.

Vivo: #rethink2018

Case Study • Rafael Palermo, Alexandre Silveira, Rafael Pitanguy, WARC Awards, Entrant, Effective Innovation, 2019

Vivo, Brazil's largest telco, in partnership with Google, devised an anti-cyberbulling strategy to successfully combat the widespread and growing problem of cyberbullying in Brazil.

RBCxMusic: Driving awareness in the youth segment using cognitive media targeting

Case Study • Esther Vlessing, Shane Skillen, Jonathan La Greca, WARC Awards, Entrant, Effective Innovation, 2019

Canada's leading bank, the Royal Bank of Canada (RBC), launched a music platform to raise brand awareness among Canadian youth and create an emotional connection with consumers.

Cadbury Dairy Milk: Share a Moment

Case Study • Sara Morani, Sarah Shahid, Muhammad Asadullah, WARC Awards, Entrant, Effective Innovation, 2019

Chocolate brand Cadbury Dairy Milk used music as a platform to drive a digital campaign to increase brand relevance and engagement in Pakistan.

Wingstop: 4/20 High-Atus

Case Study • Jessica Perrin, WARC Awards, Entrant, Effective Innovation, 2019

Wingstop, the global chicken wing restaurant chain hailing from Texas, boosted sales with a video campaign that targeted urban millennials celebrating 4/20 in the US.

Cesar: Twinning

Case Study • Lola Finney-Neves, Emily Brydon, WARC Awards, Entrant, Effective Innovation, 2019

Cesar, the pet care brand, ran an innovative social media campaign that targeted customers across eight markets: US, Russia, Italy, Japan, Canada, Spain, Sweden and Finland.

Acuvue: The Lens to Her World

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, Small Budget Marketing Campaign, 2018

Acuvue, a contact lens brand by Johnson & Johnson, launched its new Radiant Sweet contact lenses in Hong Kong by using first-party data and programmatic buying to convince wearers to upgrade their lenses.

Heinz Tomato Ketchup: The Taste That Grabs You

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, Video, 2018

Heinz, an American food company, promoted its tomato ketchup in India by launching a unique set of pre-roll ads on YouTube that encouraged viewers to skip the ads to leave the protagonist to eat.

Building 21st Century Brands: Video creative innovation

Research Paper • IAB, May, 2018

IAB’s recent survey of adult audiences in the US established five key learnings for driving innovation in video ad formats and creative:

Gotcha! Realism of comedic violence and its impact on brand responses: What's so funny about that bloody ad? The moderating role of disposition to laughter

Research Paper • Malgorzata (Mag) Karpinska-Krakowiak, Journal of Advertising Research, Digital First, February 2019

Two experimental studies in Poland examined how perceived and manipulated realism of comedic violence may influence consumer responses to brands.

What we know about online video effectiveness

Article • WARC Best Practice, March 2019

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.
What we know about marketing on Facebook

Article • WARC Best Practice, February 2019

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.
How does effectiveness vary by media channel?

Article • WARC Evidence, October 2018

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.
Effective Social Strategy Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, October 2018

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2018 WARC Awards.
Global Ad Trends: Online video

Data • James McDonald, WARC Data, August 2018

This report summarises the latest research from WARC's Data platform, with a focus on online video advertising. Key findings include:
How to engage consumers with short-form video

Article • Rebecca Waring, WARC Best Practice, June 2018

Explains how short-form video presents marketers with the opportunity to engage viewers in a less intrusive way that can improve people's experience of online advertising.