Media & publishing

Article • Frances Sinclair, WARC Best Practice, February 2020

A guide to using social video app TikTok as a marketing platform, including its organic and paid advertising opportunities, working with TikTok influencers, and how to measure performance.

Zuckerberg puts ball in regulator’s court

News • 18 February 2020

The Facebook CEO has doubled down on calls for clear regulation of the internet, following a change of heart just under a year ago – now the social network is signalling that it is keen to lay down rules, but that process will be slower than ...

Kantar: Twitch users’ three key attributes

Article • Sam Peña-Taylor, Event Reports, MRS Sports and Gaming Conference, February 2020

Twitch, the Amazon-owned streaming platform, has a dedicated and quite different user base from any other – new Kantar research explores the profile of this group.

Instagram gains a larger audience than Facebook

News • 14 February 2020

Instagram had a larger audience than parent company Facebook among the top 50 brand profiles worldwide in Q4 2019, while total interactions on Instagram were nearly 20 times larger than those on Facebook, new research has revealed.

OTT homes spend a fifth of TV time with streaming content

News • 13 February 2020

Consumers in American OTT-capable homes are spending nearly one-fifth of their TV time streaming content, according to new data from Nielsen, and they’re ready to take on additional subscriptions.

Cocomelon gets into merchandising

News • 13 February 2020

Cocomelon, the hugely successful kids’ YouTube channel, is moving into new areas, including merchandising, albums and movies, which may be a response to the ad targeting rules that came into force last month.

Trend Snapshot: The future of sports media

Article • Alex Brownsell, WARC Trends, February 2020

Explores the evolution of sports media from a linear broadcast-dominated landscape to one characterised by mobile content consumption and addressable advertising.

Netflix and the multiple revenue stream, or will OTT ever learn to love advertising?

Opinion • Jed Meyer, February 2020

As the number of ad-free streaming services grows, what are advertisers to do? Jed Meyer considers the options.

Media close-up: Nine

Article • WARC Exclusive, February 2020

Part of a Q&A interview series looking at media owners across the globe, this media close-up looks at Nine, the Australian TV network.

Media close-up: Verizon Media (Australia)

Article • WARC Exclusive, February 2020

Part of a Q&A interview series looking at media owners across the globe, this media close-up looks at Verizon Media, the media and online business division of Verizon Communications.

Media close-up: Australian Radio Network

Article • WARC Exclusive, February 2020

Part of a Q&A interview series looking at media owners across the globe, this media close-up looks at the Australian Radio Network (ARN).

Media close-up: oOh!media

Article • WARC Exclusive, February 2020

Part of a Q&A interview series looking at media owners across the globe, this media close-up looks at oOh!media, the Australian out-of-home advertising company.

BVOD growth shores up Australia’s TV advertising market

News • 06 February 2020

Australia’s TV market saw a near 5% fall in advertising revenues during calendar 2019, although the BVOD (broadcaster video on demand) segment grew strongly, by 39%, from a low base.

Seven tips for better branded IG content and working with influencers

Article • Low Lai Chow, Event Reports, VidCon Asia Summit, December 2019

With the right brand-and-creator partnership, organic reach and engagement is still possible for brands Instagram, according to the platform’s APAC's head of partnerships, Nicci Meek.

How GQ extended its brand into sports

News • 05 February 2020

GQ, the lifestyle publication, successfully found a way to tap into consumers’ passion for sports by developing a brand extension that provides a unique insight into the lives of athletes.

Facebook cracks down on false coronavirus posts

News • 03 February 2020

The World Health Organization announced last week that the coronavirus outbreak constituted a global health emergency and this has prompted Facebook to take the rare step of actively removing misinformation about the disease from its platforms.

Sports partnerships and the continuing power of live

Article • David Shore, Admap, February 2020

Four ways in which a brand can activate a sports sponsorship through paid media.

SiriusXM and Pandora use data to build a single house of brands

Article • Geoffrey Precourt, Event Reports, CES, January 2020

SiriusXM, the audio-media company, is pursuing a strategy based on constructing a house of brands after buying Pandora, the streaming service.

Podcasts are becoming core revenue drivers – just ask Vox

News • 29 January 2020

The US publishing group Vox Media is attempting to double its revenues from podcasts this year, indicating how the digital audio format is more than just the latest ‘pivot to video’.

Coronavirus takes its toll on brands in China

News • 27 January 2020

The coronavirus outbreak that is causing alarm and disruption in China as millions of people travel for the Lunar New Year is also having a major impact on brands, both domestic and international, although many are stepping up to help.

Global's DAX brings audio and OOH together

News • 21 January 2020

Global set out its plan to combine its outdoor assets with its radio and audio portfolio last week; speaking exclusively to WARC, Ollie Deane, Global’s director of commercial digital, argues that both channels dovetail in their ability to engage ...

Vogue returns to Singapore as Condé Nast builds out international network

News • 20 January 2020

Condé Nast has announced the launch of Vogue Singapore, in line with the publisher’s international ambitions and on-going digital transformation strategy.

TikTok to address brand safety fears

News • 14 January 2020

Advertising agencies have welcomed reports that TikTok, the Chinese viral video app, may introduce a curated content feed to allay brand safety fears – a move that would also enable it to charge higher advertising rates.

Why The San Francisco Chronicle is doubling down on reader revenue

Article • Alex Brownsell, Event Reports, INMA’s European News Media Conference, September 2019

Looks at how The San Francisco Chronicle is tackling the issues of declining print revenues and local engagement.

Streaming Wars: What the future of streaming has in store for us

Opinion • Matt Hamilton, January 2020

Cinema may find itself an unlikely beneficiary of the battle to de-throne Netflix as the leading global content streaming business, writes Matt Hamilton, Head of AV, Wavemaker Imagine a world without Netflix.