Mobile

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Article • 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.

What’s working in mobile, apps and games

Article • WARC Category Intelligence, January 2019

Global strategies, campaign updates and trends in mobile, apps and games.

How to understand mobile location marketing and engage opt-in consumers

Article • 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.

How to understand and leverage mobile programmatic

Article • 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.

How McDonald’s used app data to power digital OOH

Article • Sam Peña-Taylor, Event Reports, I-COM Data Creativity Awards, May 2019

In Australia, McDonald’s leveraged data from its Monopoly app to optimise its digital advertising and drive footfall in stores.

Why the first half-second of a mobile ad is a must-win moment

Article • Geoffrey Precourt, Event Reports, MMA Impact, March 2019

Research led by the Mobile Marketing Association (MMA), the industry body, found that ads typically have less than a second to engage consumers on mobile.

India's ad fraud problem

News • 15 May 2019

Ad fraud is a huge problem for the digital advertising ecosystem globally and it is becoming a major issue in India where ad fraud has risen by as much as 40%, but marketers have been slow to respond.

Five ways India is fighting rampant ad fraud

Article • Anil Thakraney, Event Reports, India: Ad Fraud Roadshow Series, April 2019

Ad fraud is rampant in India, and marketers are stepping up to combat the problem.

A neuroscientific method for assessing effectiveness of digital vs. print ads: using biometric techniques to measure cross-media ad experience and recall

Research Paper • Andrea Ciceri, Vincenzo Russo, Giulia Songa, Giorgio Gabrielli, and Jesper Clement, Journal of Advertising Research, Digital First, April 2019

Marketers can choose among various media to convey advertising, ranging from printed advertising on paper to websites through the Internet and mobile through smartphones and tablets.

Lifebuoy: The Adaptive Data Lighthouse

Case Study • Rituparna Dasgupta, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Lifebuoy, the soap brand owned by Hindustan Unilever, targeted the people most at risk of infections preventable by good hand hygiene to increase sales in rural India.

Rexona: Movement for Movement

Case Study • Sumeet Parab, Crisela Cervantes, Jesse Bouman, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Deodorant and antiperspirant brand Rexona used a multifaceted digital strategy to launch an app that solved mobility challenges for disabled people in Indonesia under its Movement for Movement campaign.

OMO: Less screen time, more play time

Case Study • Soumya Ranjan Panda, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Detergent brand OMO created a campaign to get mums in Vietnam to spend less time on their phones and more time with their kids in summer, using TV, digital and OOH advertising.

Heineken: Chairman

Case Study • Adeola Kayode, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Nigerian Breweries developed a ground-breaking campaign to attract consumer attention and drive volume sales of its Heineken brand in the cluttered World Cup period.

Tech Tracker Q1 2019

Article • Research on WARC, Ipsos Connect, Q1 2019

Trends in internet usage, tech ownership and the connected home in Great Britain in Q1 of 2019.

Mobile Trend: A panel that enables fundamental decision-making based on a consumer centric approach

Research Paper • Edmar Bulla and Enric Cid, ESOMAR, Latin America, 2019

Croma Solutions, a security solutions brand, performed a quantitative survey featuring an online tracker to collect data on smartphone usage and carriers in Brazil.

Alepa: Block Wish

Case Study • Juha Halmesvaara, WARC Awards, Shortlisted, Effective Innovation, 2019

Alepa, the Finnish grocery store chain, ran a digital campaign that successfully improved brand perceptions and generated audience engagement.

Colombian Ministry of Information and Communications Technology: My Line

Case Study • Juan Pablo García, Charlie Snow, Jane Dorsett, Carlos Andrés Rodríguez, WARC Awards, Shortlisted, Effective Innovation, 2019

The Ministry of Technology and Communications (MinTIC) in Colombia ran a simple but effective campaign that successfully provided 99.3% of Colombians with access to the internet.

KFC: Anything is better with KFC Golden Egg Crunch

Case Study • Galen Lau, Alyafarah Zainudin, Phoenix Tang, WARC Awards, Shortlisted, Effective Innovation, 2019

QSR brand KFC successfully relaunched its Golden Egg Crunch during Chinese New Year in Malaysia using a TV sync activation.

Missguided: Missguided Styles Love Island

Case Study • Sarah Rostron, Alydia Noble, WARC Awards, Shortlisted, Effective Innovation, 2019

Missguided, the UK-based online female fashion retailer, drove brand awareness, purchase intent and increased sales by partnering with the UK smash-hit TV programme, Love Island, to make its clothes instantly saleable to viewers on a dedicated app.

The rise of QR code payments in China – is South East Asia next?

Article • Low Lai Chow, Event Reports, Money 20/20 Asia, March 2019

QR codes for payments are already ubiquitous in China – is South East Asia the next region to see widespread adoption?

T STAR APP

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, Mobile & Apps, 2018

T Star, a Taiwanese telecommunications brand, launched an e-service and e-sales app in Taiwan to reduce the expense and competition in the 4G market.

Mobile advertising in India set for 'quantum jump'

News • 28 March 2019

Mobile adspend is increasing in India, as elsewhere, but the convergence of a number of factors means it will rocket in the next few years, a new study suggests.

Gaming: An exploration of how the gaming landscape is changing

Article • Nisa Bayindir and Duncan Kavanagh, Research on WARC, March 2019

Gaming entertainment has come a long way, but evolving trends, such as mobile gaming, spectator gaming and cloud gaming have brought big changes to the industry.

Slow mobile load times challenge APAC brands

News • 25 March 2019

Consumers have high expectations of mobile sites, which play an important role in their purchase decisions, yet many brands in Asia-Pacific operate sites that meet industry best practice in only two out of five mobile consumer touchpoints.

HP Core Pavilion: Drive-to-Store

Case Study • Case Studies on WARC, 2018

Hewlett-Packard used location data to serve personalised ads to mobile users near its stores to drive footfall in LATAM.

What we know about mobile marketing

Article • 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.
Global Ad Trends: Mobile's Tipping Point

Data • James McDonald & Rob Clapp, WARC Data, January 2019

This report summarises the latest research from WARC's Data platform, with a focus on investment and consumption trends within mobile advertising, in addition to ad performance, measurability and data privacy concerns. Key findings include:
Marketer’s Toolkit 2019: Strategy, tech and media for the year ahead

Article • WARC Trends, December 2018

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
What’s working in mobile, apps and games

Article • WARC Category Intelligence, January 2019

Global strategies, campaign updates and trends in mobile, apps and games.
Key trends driving the banks of the future

Article • Tony Hooper, Admap Magazine, December 2018

Details three areas in which digitally minded banks are winning – and where legacy banks are striving to catch up.
Using technology to drive behavioural change in healthcare

Article • D'Arcy King, WARC Best Practice, February 2018

Looks at how new technologies are affecting the healthcare profession and suggests ways that health data can be used to change consumer behaviour.