Technology & electronics

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Top Trends in Media and Society for 2021

Article • Dan Calladine, WARC Webinars, January 2021

Dan Calladine, head of media futures at Carat, discusses key insights from its recently released annual report which highlights twelve societal and media trends – and their implications for brands.

Gaming activity grew quickest among older Americans in 2020

Data • Rob Clapp, WARC Data Points, January 2021

An overview of growth in time spent gaming and spending on video games in the United States among older audiences.

Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.

State of streaming: Twitch up 83% in 2020

News • 13 January 2021

Video game streaming might feel like quite a new medium, but the numbers are already colossal, according to new data from StreamElements, a streaming platform tools company, and measurement firm Arsenal.

Indian gaming industry seeks regulatory framework for future growth

News • 08 January 2021

The online gaming sector in India generated $174m in revenues in 2020, compared with $97.

LG Electronics expands into TV advertising

News • 08 January 2021

LG Electronics of South Korea, one of the largest TV manufacturers in the world, has acquired a 60% stake in Alphonso, a California-based TV data and measurement firm, as it seeks to expand its streaming TV ad business.

How Honour of Kings helped Tencent conquer the branded-content space on social media

News • 06 January 2021

Tencent’s Honour of Kings is undisputedly the world’s most popular game, and in the mobile space its winning formula of compelling content, brief engagement, commerce and shareability has left rivals trailing.

Where tech heads in 2021

News • 05 January 2021

Predictions for 2021 look very different from those made for 2020, as much of the world grows accustomed to life under COVID-19, tech will help us live life firmly at home.

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.

Shopping reinvented in home and garden

Article • Euromonitor Strategy Briefings, December 2020

This report examines how shopping is being reinvented in the home and garden industry. ‘Shopping reinvented’ is one of the eight most influential megatrends shaping consumer markets.

The new brand-perception battleground: Brand memories and the moments that matter for the Microsoft brand

Research Paper • David Evans, ESOMAR Conference papers, Insights Festival, 2020

Technology company Microsoft examined the concept of emotional peaks and pits to uncover brand memories to aid its move from product-oriented company to a service-based model.

HP Inc (Consumer electronics)

Article • Euromonitor Advertiser Profiles, December 2020

This Company Profile from Euromonitor provides key details and analysis of HP Inc.

Child products and groceries see greatest e-commerce growth in France

Data • Rob Clapp, WARC Data Points, December 2020

An overview of e-commerce categories in France during the coronavirus (COVID-19) outbreak.

HP: HP For Business Webinar Partnership

Case Study • Yem Meng Chong, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

HP, the technology company, helped small business owners navigate their sudden dependence on digital solutions due to Covid-19 with a webinar partnership in Malaysia.

What’s working in tech and electronics

Article • WARC Category Intelligence, December 2020

Global strategies, campaign updates and trends in the tech and electronics category.

Samsung Galaxy S10: Do What You Can't Jimmy Fallon

Case Study • Chris Harder, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Samsung harnessed the power of TV to show millions across the US just what its new smartphone could do and encourage them to upgrade.

Acer ConceptD: Creativity Decoded

Case Study • Kristina Knut, Mu Lee, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Electronics brand Acer crafted a creative multimedia campaign for its new ConceptD brand, to take on its well-established competitors and support and empower those in the creative fields.

HP: Future X – The Future of Work

Case Study • Bella Handfield, Scindya Datt, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

HP, the technology company, launched its Elite Dragonfly laptop in Singapore, Korea, Australia and India with the Future X content series.

Google: Decoding Decisions – making sense of the ‘messy middle’

Research Paper • MRS Awards Papers, Winner, MRS Award for New Consumer Insights, 2020

Google, a technology company, applied behavioural science insights to marketing practice and developed a new model of decision making that accurately reflects the complexities of online shopping behaviour.

Trends of the month: E-commerce, gaming and connected TV in 2020 and 2021

Opinion • Rob Clapp, December 2020

This month: the numbers behind what happened with e-commerce, gaming and connected TV in 2020, and how to respond in 2021.

Blueair: The Indoor-Pollution Alert System

Case Study • Anupama Basu, WARC Media Awards, Shortlisted, Effective Use of Tech, 2020

Unilever created a digital mobile-first campaign based around an indoor Pollution Alert System to launch its air purifier brand, Blueair in the New Delhi market in India.

Angry Birds: #BringTheAnger

Case Study • Kathryn Ruocco, WARC Media Awards, Bronze, Effective Use of Tech, 2020

Gaming company Rovio Entertainment celebrated the 10th anniversary of its Angry Birds game and made it culturally relevant again in the US with its #BringTheAnger campaign, encompassing digital OOH, influencers and on-ground activity featuring gadgets powered by anger.

New Zealand, Technology & Electronics adspend by medium

Data • Cinzia Petio, WARC Data Points, December 2020

An overview of advertising spend by medium in the technology & electronics sector in New Zealand since 2013.

Norway, Technology & Electronics adspend by medium

Data • Cinzia Petio, WARC Data Points, December 2020

An overview of advertising spend by medium in the technology & electronics sector in Norway since 2013.

Gamers have an identity problem

News • 01 December 2020

Gaming is fast entering both the cultural and advertising mainstream, but brands should remember that even relatively heavy gamers don’t accept these broad-brush definitions.

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 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.
Carat's ten trends for 2020: The year of all-conquering ecosystems

Article • Dan Calladine, WARC Exclusive, January 2020

Ten consumer, media and technology trends – and their implications for brands – for 2020, the year in which the marketplace is set to converge around the global tech-giant ecosystems.
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
Les Binet outlines why "share of search" is a powerful, predictive marketing metric

Article • Stephen Whiteside, Event Reports, IPA EffWorks 2020, October 2020

Research by Les Binet, the head of effectiveness at agency adam&eveDDB, demonstrates that a brand’s “share of search” within its category is a vital metric for marketers to consider.