Online video

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YouTube consumption shows double-digit growth

Data • Rob Clapp, WARC Data Points, April 2021

An overview of YouTube consumption in 15 markets between 2019 and 2020.

45% of influencer marketers use TikTok, ahead of Facebook

Data • Rob Clapp, WARC Data Points, March 2021

An overview of different social platforms used for influencer marketing campaigns.

Foodpanda: THE AHHH 2.0

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

foodpanda, the mobile food delivery company, increased orders in Hong Kong by launching targeted digital content to reach consumers during the COVID-19 pandemic.

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.

Manulife: Increase Your Odds of Survival

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Manulife, an insurance company, promoted its product offerings during the COVID-19 pandemic in Hong Kong through sponsored articles and high impact media placements that show how it can help.

MUCINEX® Changes the OTC Landscape By Going DTC

Case Study • SABRE Awards, IN2, North America, Best Use of Social Networks, 2021

Mucinex, a cold and flu medicine, produced its own line of clothing and held a live fashion show on YouTube to provide comfort to people when they're feeling unwell in order to increase online sales.

What Cobra Kai secretly teaches us about the importance of TV for brands

Opinion • Will McMahon, February 2021

YouTube has massive reach and can drive significant impact for advertisers, but TV remains the go-to platform for massive shared viewing events.

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.

Tracking YouTube’s ad effectiveness in a cookie-less world

News • 04 February 2021

Research and insights agency Kantar has partnered with Google to create an ad-effectiveness measurement solution for YouTube.

Alphabet controls almost half of all online advertising

Data • Rob Clapp, WARC Data Points, February 2021

An overview of Alphabet's market share of online advertising spend by platform (Google Search, YouTube, and Google Network Members).

Bank Mandiri: #DiRumahAja #AntiMatiGaya

Case Study • MMA Smarties, Bronze, Indonesia, 2020

Bank Mandiri, a financial services provider, promoted its online banking service Mandiri Online in Indonesia.

Media Owner Profile: Alphabet, Advertising performance

Data • Rob Clapp, WARC Data Points, January 2021

This Media Owner Profile of Alphabet includes global data on the advertising performance of its Google and Google Network Members properties.

Bear Brand: Ramadan 2020

Case Study • MMA Smarties, Bronze, Indonesia, 2020

Bear Brand, a sterilised milk drink, launched a three-phase campaign during Ramadan in Indonesia to support key workers, promote the physical restorative qualities of the product and encourage people to stay at home during lockdown.

BRI: Nusantara Fashion Festival

Case Study • MMA Smarties, Gold, Indonesia, 2020

BRI, a financial services company, launched the Nusantara Fashion Festival, a month-long virtual fashion festival from local fashion actors in Indonesia.

Promina: Homemade ‘Easy-to-Cook for Baby’ Mobile Campaign

Case Study • MMA Smarties, Bronze, Indonesia, 2020

Promina, a baby food brand, launched a gamified ad on Indonesia's leading e-commerce platforms to promote Promina Homemade, an easy-to-cook baby food.

Media Owner Profile: Alphabet, Advertising revenue and spend

Data • Rob Clapp, WARC Data Points, January 2021

This Media Owner Profile of Alphabet includes global data on advertising revenue, Traffic Acquisition Costs and company advertising spend.

Media Owner Profile: Alphabet, Advertising revenue by format

Data • Rob Clapp, WARC Data Points, January 2021

This Media Owner Profile of Alphabet includes global data on advertising revenue, broken down by Google Search, YouTube and Google Network Members.

Head & Shoulders: #MoveonBro

Case Study • MMA Smarties, Gold, Indonesia, 2020

Head & Shoulders, a shampoo brand, used blooper videos in its campaign Say it Proudly to encourage consumers in Indonesia to overcome their insecurities about pronouncing the brand's name.

Virgin Money: Money on your mind

Case Study • DMA (UK), Silver, 2020

Virgin Money, a financial services brand, created a Q&A video series on YouTube to help soothe money worries among UK consumers.

Klarna: Heartbeats 4 Sneakers

Case Study • DMA (UK), Gold, 2020

Klarna, a financial services brand, launched the world's first bot-free sneaker raffle as part of its campaign Heartbeats 4 Sneakers, generating huge PR and views on YouTube.

VÚB Bank: Savings Therapy

Case Study • WARC Cases, 2019

Slovak bank VÚB Bank got its consumers to open saving accounts with a campaign that used humour to communicate the benefits of saving money.

The true cost of advertising attention

Article • Mike Follett, WARC Exclusive, January 2021

New cross media attention research attempts to show how much more visual engagement ads in one media generate than another, and if this extra attention is reflected in the price advertisers pay.

Pants Bear: Learning life one adventure at a time

Case Study • WARC Cases, 2020

Children’s education and entertainment brand Pants Bear launched in Malaysia with a content strategy tailored around cultural moments and learning activities.

How YouTube went from media pariah to partner, and what it means for marketers

News • 07 January 2021

Once vilified and legally challenged by media giants for sharing small chunks of their content without permission, YouTube has forged a new relationship with Hollywood – one that offers a win-win for both, says YouTube’s vice president of content par

Grab: Magically turn your kids’ doodles into food orders

Case Study • MMA Smarties, Gold, Vietnam, 2020

GrabFood, a food delivery service, launched an AI feature on its app in Vietnam that identified children's drawings of their food cravings and suggested local restaurants where that particular dish was available for immediate delivery.

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: