Advertising best practice, evidence and insights

What we know about marketing on Facebook

Article • WARC Best Practice, August 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.

What Facebook's off-platform data feature means for ads and measurement

News • 22 August 2019

Amid ongoing criticism of its data practices, Facebook has introduced a feature that helps users see and control the data provided by other websites, and which the company uses to target advertising.

Media owner spotlight: Facebook on why advertisers must understand their own brand safety ‘tolerances’

Article • Alex Brownsell, WARC Exclusive, August 2019

Jon Steinback, Facebook’s Director of Product Marketing for EMEA and Global Channels, spoke exclusively to WARC to provide more detail about the company’s attempts to create a safer environment for brands.

What's working in Facebook

Article • WARC Category Intelligence, August 2019

Campaign updates and channel trends in Facebook.

Facebook explores news and video-streaming options

News • 12 August 2019

Last week saw two important developments at Facebook – reports that the company is in talks to pay news outlets up to $3m a year to licence content, as well as the news that it will test an ad-free, subscription-based, video-streaming ...

Facebook’s masterbrand strategy

Opinion • Gabey Goh, August 2019

Facebook is moving to a Masterbrand strategy with a WhatsApp and Instagram rebrand. WARC’s Gabey Goh explores how the social network will navigate this new territory.

Why Video Advertising Works and How it Works

Research Paper • Guido MoWroriridenbach and Gerald Neumueller, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019

SevenOne Media, the audio-visual and digital marketer, measured the attentional and emotional condition of recipients in Germany while they watch editorial content and advertising on different video platforms in their homes.

How do brands’ Facebook posts induce consumers’ e-word-of-mouth behavior? Informational versus emotional message strategy: A computational analysis

Research Paper • Taemin Kim, Hyejin Kim, and Yunhwan Kim, Journal of Advertising Research, Digital First, July 2019

Using a computational analysis, a so-called big-data approach, this study examines how brands' Facebook posts affect consumers' electronic word-of-mouth behavior.

RB Global challenge 2018

Case Study • SABRE Awards, South Asia, Employer Branding, 2019

RB Global Challenge, Reckitt Benckiser's annual initiative, used social to increase entries by 336% in young audiences across the globe.

Launch of India's First Platelet Donor Community by Godrej HIT

Case Study • SABRE Awards, South Asia, Digital Campaign, 2019

Godrej HIT, an insecticide brand, spread awareness of the importance of blood donations in battling against dengue fever in India.

Life gets more complicated for Facebook as social ad growth halves

Opinion • James McDonald, July 2019

Social media ad growth halved over the year to end-March 2019, according to WARC’s latest Global Ad Trends .

National Safety Council: Prescribed To Death

Case Study • Cannes Creative Lions, Silver, Creative Effectiveness Lions, 2019

American non-profit organisation, the National Safety Council, raised awareness of prescription opioid overdose in the US with an innovative live experience, supported by a multimedia campaign.

Danish Cancer Society & Trygfonden: Help A Dane