Media & publishing

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Waze captures customers on the move

Article • Reed Karaim, Event Reports, DMA &Then, October 2018

Waze, the navigation app, is building out various capabilities that offer an increasingly rich view of user behavior.

Lessons from Spotify's personalisation strategy

News • 05 November 2018

Spotify’s popular Discovery Weekly feature exemplifies the personalisation that is the “beating heart” of the music streaming site’s growth strategy and is something other brand marketers can learn from, according to a ...

What can brand marketers learn from Spotify's approach to personalisation?

Article • Alex Underwood, Admap, November 2018

Shares some insights on how Spotify personalises every touchpoint towards individuals in specific contexts and what marketers might learn from this approach.

Pitchers: The Pitchers app

Case Study • Prutha Loniker, Suraj Iyer, WARC Prize for Asian Strategy, Entrant, 2018

Alcoholic beverage brand Kingfisher launched a nightlife planning app to target young consumers in India and increase footfall at its partner outlets.

YouTube Go: #PawangKuota – Control Your Data

Case Study • Shailesh Waingankar, Dody Siregar, Ihsana Rizanthy, WARC Prize for Asian Strategy, Entrant, 2018

Google, the technology company, launched YouTube Go with an activation campaign to drive app downloads in Indonesia.

How your phone shares all it knows about you with companies around the world

News • 25 October 2018

The apps on your Android smartphone not only track your movements and habits, they share what they know with over 20 companies apiece, a new study reveals.

The Privacy Paradox: Data sharing in the age of always on

Research Paper • Dora Heinkel (†), Pia Blasé, Martin Oxley, Andre Schuenemann and Ralf Becker, ESOMAR, Congress, 2018

A global study revealed that, while consumers share their location data, most feel stressed or vulnerable when doing so. The findings also gave insights in how to appropriately address consumers’ privacy needs and concerns.

Facebook recalibrates publisher relationships

News • 23 October 2018

Facebook’s 1.47 billion active daily users are the top priority of the business but publishers still play an important role on the platform, according to a senior executive for the social network in Australia.

Look Who’s Talking: How consumer insight is transforming development culture at Babbel

Research Paper • Serena Li and Christoph Welter, ESOMAR, Congress, 2018

Babbel, the language learning app, conducted research in Germany to create a spark that propelled the company forward to engage internal stakeholders in novel ways, and achieve impact as well as a culture change.

Facebook accused of inflating ad metrics for longer than thought

News • 19 October 2018

It has been a difficult year for Facebook and now the social media giant finds itself accused of deliberately misleading advertisers for more than a year over how it measured viewership of video ads.

The shifting relationship between Facebook and publishers

Article • Brooke Hemphill, Event Reports, Mumbrella Publish, September 2018

Facebook is rethinking the roles of public content within its newsfeed, and that means big changes for publishers who have been reliant on the platform.

Google is the main beneficiary of GDPR

News • 12 October 2018

The number of web trackers operating in the European Union since the introduction of the General Data Protection Regulation (GDPR) has declined by up to 31%, but new research suggests that Google is getting access to even more data than before.

Quizlet: Sherlock brings Quizlet to Brazil

Case Study • SABRE Awards, Gold, LATAM, Technology, 2018

Quizlet, a mobile and web-based study app, launched its brand in Brazil by running a nationwide hunt for Brazil's most inspiring teacher.

How Qantas got serious about content marketing

Article • Brooke Hemphill, Event Reports, Mumbrella Publish, September 2018

Qantas is prioritising quality and relevancy across multiple platforms – magazine, online, social, video – in its quest to become Australia’s best content marketing brand.

Snapchat launches original content in bid to win back users

News • 11 October 2018

In a big fightback for market share, Snapchat has launched “Snap Originals” – unique content that includes drama, horror, mystery and comedy, designed specifically for the Snapchat platform.

Pandora search tool can help brands in podcast market

News • 09 October 2018

Pandora, the largest digital audio platform in the US, is planning to take advantage of the growing podcast market by introducing a more efficient search tool for users that will ultimately help brands improve their targeting in this medium.

danbolig: Our Neighbourhood

Case Study • Direct Marketing Association - US, Silver, 2018

danbolig, a real estate agent, encouraged people in Denmark to choose its company as their agent by creating a digital destination where they can get to know their prospective neighbourhood before they buy.

Buscape Company: Consumer Day Brazil Experience

Case Study • Direct Marketing Association - US, Bronze, 2018

Buscape Company, a comparison shopping service, unified traditional offline media, online media, influence marketing and live events to increase sales in Brazil.

Godrej Consumer Products Limited: Building India's first online Platelet Donor Community

Case Study • Direct Marketing Association - US, Runner Up, 2018

Godrej Consumer Products Limited (GCPL), an Indian consumer goods company, created an app that informed people of blood transfusion needs in their area and enabled them to donate quickly, effectively and safely.

Instagram tests location history tool to share with Facebook

News • 08 October 2018

Instagram, the image-sharing platform owned by Facebook, is reported to be testing a feature that would allow it to share users’ precise location history with its parent company.

Facebook hackers may have logins to thousands of other sites

News • 04 October 2018

The biggest hacker attack in Facebook’s 14-year history, revealed by the company last Friday, may have exposed millions of users of the social media platform to a much wider security breach, it has emerged.

Authenticity and interactivity – the future of online video

Article • Brian Carruthers, Event Reports, dmexco, September 2018

Video has gone far beyond an online ad or a TVC, with a multitude of competing platforms, each with their own styles and strengths, understanding how to best use video assets is crucial.

It’s time for publishers to get back in the EU pool

Opinion • Andy Evans, October 2018

Since the GDPR’s introduction in May, many publishers have still blanket-blocked traffic to their sites from the European Union.

YouAppi 360 degree growth marketing platform

Case Study • MMA Smarties, Finalist, North America, 2018

YouAppi, a software company, used its artificial intelligence and machine learning capabilities to help create a cohesive mobile marketing strategy that delivers on marketers' distinct KPIs.

Fetch: Firefox Quantum

Case Study • MMA Smarties, Bronze, North America, 2018

Mozilla, a non-profit organization, was able to increase its market share of browser users by promoting the message behind its Firefox browser.

Five things MTV knows about Gen Z

Article • Low Lai Chow , Event Reports, All That Matters, September 2018

Gen Z consumers are more focused on experiences rather than materialism when it comes to which content they enjoy.
BuzzFeed seeks to identify consumers challenged by “adulting”

Article • Mary Connors, Event Reports, TMRE in focus, May 2018

Research by BuzzFeed, the online media company, and Publicis Media, the agency, has found that many young consumers are struggling with the transition to adulthood.
Context is key to improving campaign effectiveness

Article • Rebecca Burchnall and Andrew McLean, Admap Magazine, June 2018, pp. 25-27

Looks at ways to use data more wisely in order to predict the context in which marketing messages will be received, allowing for a more targeted approach.
Rogue One: Everything but Rogue with Data

Case Study • Jack McLaren, Dan Radford, WARC Media Awards, Gold, Best Use of Data, 2017

Disney launched Rogue One, its second film in the Lucasfilms Star Wars franchise, using a data and technology infrastructure that enabled a personalised video and content experience across multiple platforms.
Melbourne International Film Festival: How selling future memories broke historic records

Case Study • Chamari Kariyakaranage, David Phillips, Adrian Mills, WARC Awards, Silver, Effective Content Strategy, 2017

This case study describes how the Melbourne Film Festival used previous festival-goers to create content to bring new visitors to the Australian event.
The Economist: Raising Eyebrows and Subscriptions

Case Study • Darren Burnett, Institute of Practitioners in Advertising, Gold, The Channon Prize for Best New Learning, IPA Effectiveness Awards, 2016

This case study shows how The Economist, an international news publication, used a targeted campaign to increase its reader base and sales.