Article
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WARC Category Intelligence, November 2019
Global strategies, campaign updates and trends in mobile, apps and games.
Article
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WARC Best Practice, March 2019
This article explores the current reading on mobile marketing, a near-ubiquitous medium that offers the fastest and most convenient route online for most consumers.
Article
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Ian James, WARC Best Practice, October 2018
Outlining the benefits of mobile location marketing and showing how organisations can deliver the mobile moments needed to win, serve, and retain digitally empowered customers that choose to opt-in to location marketing.
Article
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Maggie Mesa, WARC Best Practice, November 2017
Mobile programmatic – the automated version of trading digital ad space in the mobile environment – enables data-driven and efficient targeting, but marketers must be aware of key challenges to master the technology.
News
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22 January 2020
Both consumers and advertisers across Southeast Asia are looking forward to the introduction of 5G networks, although their understanding of the benefits of the technology brings doesn’t necessarily match their excitement levels.
News
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16 January 2020
Mobile streaming platform Quibi has already sold out 12 months of ad inventory before its April launch and PepsiCo is among those companies anticipating that appearing on the new platform can help its brands augment their cultural cachet – and ...
Article
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Stephen Whiteside, Event Reports, CES, January 2020
PepsiCo, the food and beverage company, is seeking to engage on-the-go Millennials with ads shown alongside premium mobile-first content.
Article
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Stephen Whiteside, Event Reports, CES, January 2020
Delta Airlines, the air carrier, used innovative research techniques as it sought to gain a fuller insight into the customer experience.
Article
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Ross Taylor, Admap, January 2020
Identifies core attributes for increasing healthcare app success by focusing apps on behaviour changes in patients.
Research Paper
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Sungjun (Steven) Park and Byungho Park, Journal of Advertising Research, Digital First, December 2019, pp. 1-13
Do consumers process mobile advertising on mobile websites and branded apps in the same way? To answer this question, this article examines both the antecedents and consequences of mobile websites and branded apps.
News
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17 December 2019
By the end of this year, Gen Z is expected to comprise almost one third of the world’s population, and in Indonesia, the number of active Gen Z users on mobile is rising 25% faster than older active users (aged 25+), according to App Annie.
Article
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Low Lai Chow, Event Reports, Web in Travel (WiT), October 2019
A summary of research by Phocuswright and Sojern into the role of mobile and social media on travel booking behaviour.
News
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10 December 2019
Luckin Coffee, the Chinese retailer that has found stratospheric growth with its physically-light, convenient delivery platform for urban consumers, advocates a strategy of heavily pursuing a core group of users.
Research Paper
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Caroline Lancelot Miltgen, Anne-Sophie Cases, and Cristel Antonia Russell, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 414-432
Social-networking sites, such as Facebook, are an important and fast-growing advertising channel. Because access to social-networking sites may happen through different devices, it is important to identify whether the drivers and mitigating factors affecting responses to social-networking-site advertising differ between consumers who access Facebook primarily on PCs versus on mobile phones.
Article
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Jean-Christophe Conti, WARC Exclusive, December 2019
Explores the possible uses of mobile ID data to inform targeting in digital out-of-home.
Article
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Anish Daryani, Admap, December 2019
Ramadhan is one of the most important rituals in the Islamic calendar, and consumer behaviour changes to accommodate religious rituals such as iftaar, prayer and fasting.
Article
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Brian Carruthers, Event Reports, IPA EffWorks, October 2019
Luckin Coffee, a Chinese coffee firm, uses its customers data to cut costs, improve quality, and to inform marketing to focus on a convenience-focussed young urban audience.
Article
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Euromonitor Strategy Briefings, November 2019
Looks at how companies need to prepare for the super app era in commerce by examining how WeChat birthed the revolution and how super apps have spread across Asia.
News
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29 November 2019
In-app advertising is growing in popularity in Japan, but concerns remain over media quality, according to a new report by PubMatic.
News
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21 November 2019
Digital mobile media and OTT will lead China’s media inflation rates in 2020 thanks to the continued popularity of streaming services and wider access to 5G connectivity, according to a report by independent consulting firm, R3.
Case Study
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Abhishek Gupta, Kitty Faustino, Michael Alegre, Carlos Corrales, Martha Gonzalez, WARC Media Awards, Entrant, Best Use of Data, 2019
Unilever-owned dandruff shampoo Clear ran a data-led mobile campaign to carve out market share in the Philippines.
Case Study
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Diana Velásquez, WARC Media Awards, Entrant, Effective Use of Tech, 2019
Latam Airlines partnered with a GPS navigation platform to raise awareness and build brand relevance in Colombia.
Case Study
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Anh Vu, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019
Energy drink brand Sting partnered with motorcycle ride taxi service GrabBike and convenience store 7-Eleven to launch its Sting Cafe Espresso drink to professional bikers in Vietnam.
Case Study
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Yen Pham, Khiem Nguyen Danh, WARC Media Awards, Entrant, Best Use of Data, 2019
Sports drink Revive employed a targeted campaign based on weather patterns on mobile, TV and social media, to persuade young consumers in Vietnam to try its Salted Lemon flavour and spur market growth in Vietnam.
Case Study
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Tricia Cruz, WARC Media Awards, Entrant, Effective Use of Tech, 2019
Sunsilk, one of Unilever's top-selling hair care products in the Philippines, wanted to amplify its marketing efforts with the primary objective of sustaining brand love among 'Sunsilk girls'.
