Mobile

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News • 23 December 2020

With close to a third of the world’s population on WhatsApp, brands can’t ignore the messaging platform as a potential channel and the company is actively seeking a closer relationship with businesses.

The OOH opportunity to build, measure and amplify marketing

Article • Low Lai Chow, Event Reports, Digital Marketing World Forum Asia, August 2020

Moving Walls’ Srikanth Ramachandran argues that OOH is poised to play a central role in amplifying marketing in a digital-centric world.

Social media accounts for a third of all mobile activity

Data • Rob Clapp, WARC Data Points, December 2020

An overview of mobile and desktop consumption by activity.

ByteDance and Kuaishou account for nearly one-quarter of mobile activity

Data • Rob Clapp, WARC Data Points, December 2020

An overview of mobile activity in China between 2019 and 2020.

Advertising on mobile apps versus the mobile web: Which delivers better advertisement recognition and willingness to buy?

Research Paper • Sungjun (Steven) Park and Byungho Park, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 381-393

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.

Click-through behavior across devices in paid search advertising: Why users favor top paid search ads and are sensitive to ad position change

Research Paper • Chongyu Lu and Rex Yuxing Du, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 394-406

This study investigated differences in consumer click-through behavior with paid search advertisement across devices – smartphone versus desktop versus tablet.

How WhatsApp is creating intimacy for consumers and businesses during the pandemic

Article • Low Lai Chow, Event Reports, The Drum Digital Summit, November 2020

WhatsApp’s Eshan Ponnadurai shares how the messaging app has adapted its product strategy to meet changing user needs.

Wheel: Career from Home – Wheel Ghar se Career

Case Study • Rituparna Dasgupta, Deepa Kharidaha, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Laundry detergent brand Wheel partnered with mobile operator Reliance Jio to create Ghar Se Career, a mobile-led video content platform that taught women in rural India money-making skills, and drove brand penetration in key markets as a result.

Digital publishers see long-term growth in audiences

Data • Rob Clapp, WARC Data Points, December 2020

An overview of digital publishers' audience in 2019 and 2020 and areas of strategic importance.

ANZ: Bat For Your Cap

Case Study • Chantelle Hurndell, James Davidson, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

ANZ, the bank, pinpointed a key insight around fan behaviour to leverage its sponsorship of the national cricket team in New Zealand.

India’s social media apps start to think about making money

News • 02 December 2020

Indian social media apps have been quick to take advantage of their government’s ban on scores of Chinese apps and, having accumulated users, are now looking to monetise them.

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.

WHSmith: Pop Up Books

Case Study • Tahaab Rais, Josephine Younes, Nayaab Rais, WARC Media Awards, Bronze, Effective Use of Tech, 2020

Book retailer WHSmith drove sales and footfall through a gamification strategy in the United Arab Emirates.

Fenistil: CheckDerm, powered by AI

Case Study • Dania Valitova, Dmitry Anureev, Alexandra Kondrashtina, WARC Media Awards, Bronze and Most Scalable Idea Award, Effective Use of Tech, 2020

Topical antihistamine cream Finistil needed to position itself as an expert in treating a variety of skin conditions, and grow purchase intent, so it created an artificial intelligence diagnostic tool to help consumers identify and treat common skin problems.

Always: Rabbi Bot

Case Study • Gilad Kat, WARC Media Awards, Gold, Effective Use of Tech, 2020

Feminine care brand Always created an app to solve tensions around biblical commandments and menstruation to build equity and increase relevance among religious Jewish women in Israel.

Frisian Flag Indonesia: “Catch to Grow”

Case Study • Yoohyun Kim, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Frisian Flag 123, the toddler milk, captured the attention of a mobile-savvy audience with an augmented reality game in Indonesia.

Union Bank: Bank the Way You Live

Case Study • Yoohyun Kim, WARC Media Awards, Bronze, Effective Use of Tech, 2020

UnionBank, the digital bank, leveraged the reach of mobile gaming to promote its app in the Philippines.

Dove Deos: Dry Serum mobile campaign

Case Study • Oscar Maalihan, Rhouel Rallos, Sujay Ray, Jeffrey Ng, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Dove Deodorants ran an interactive mobile ad campaign in the Philippines to educate its target audience of upwardly mobile urban women about its new dry serum deodorant product and drive sales.

Grab: Homegrown Heroes

Case Study • Carl Daji, Adeline Kwek, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Food delivery brand GrabFood revamped its app to support thousands of vulnerable small businesses in Southeast Asia and reverse negative perceptions around its service.

Ad fraud follows APAC mobile gaming boom

News • 27 November 2020

Fraud rates for the gaming vertical have spiked, according to data from app marketing platform Adjust.

How fintech startups can survive and thrive in the post-pandemic world

News • 26 November 2020

The pandemic has affected businesses of all shapes and sizes and in all sectors.

Vim: The power of 100 lemons

Case Study • Rituparna Dasgupta, Ashutosh Paretkar, Rajani Ranjan, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Dishwash bar and liquid brand Vim raised awareness of its products through a mobile-based campaign that aimed to effect behaviour change in rural India.

KFC: KFC Rainy Day Delivery

Case Study • Nicholas Short, Zoe Ren, WARC Media Awards, Bronze, Best Use of Data, 2020

Fast-food brand KFC partnered with a weather app and a pop star to create a dynamic campaign to position itself as the go-to fast-food delivery on rainy days to increase its delivery business market share in China.

Emirates NBD: Every Step Counts

Case Study • Tahaab Rais, Tala Arakji, Anna Sadykova, WARC Media Awards, Bronze, Best Use of Data, 2020

Emirates NBD, a leading UAE bank, launched a reward-based initiative to help people improve both their financial and their physical health.

Insurance Australia Group: NRMA Safety Hub

Case Study • APG (AUS), Creative Strategy Awards, Finalist, 2020

NRMA Insurance, an insurance company, turned the insurance model on its head in Australia by paying people to avoid disasters instead of paying people after they had one.

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.
Global Ad Trends: Ad opportunities in gaming

Data • James McDonald, Rob Clapp, WARC Data, July 2020

This report summarises the latest research from WARC's Data platform, with a focus on the application of advertising in mobile gaming, streaming and e-sports. Key findings include:
How to market to Vietnamese consumers

Article • Katrin Roscher, WARC Best Practice, November 2018

Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.
Gen Z is driving changes in COVID-19 media habits

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), April 2020

An overview of the changes in key media habits by age group during the novel coronavirus (COVID-19) outbreak.
Disruptors: How companies need to prepare for the super app era in commerce

Article • 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.
What's working in mobile

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in mobile.