Mobile

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Women out-game men in China, but lag behind in Germany and US

Data • Cinzia Petio, WARC Data Points (Curated), September 2021

An overview of gaming consumption in female and male audiences.

Four ways to reach out-and-about US consumers in a pandemic and privacy-changed world

Article • Jesse Rosenschein, WARC Exclusive, Spotlight US, September 2021

Examines alternative ways for marketers to use location and out-of-home, as new privacy constraints limit how targeting can be used.

TikTok and the rise of ‘community commerce’

Article • Brian Carruthers, Event Reports, DMEXCO, September 2021

TikTok is evolving rapidly from its song-and-dance origins.

Rexona Indonesia: Rexona unlimited moves

Case Study • YouTube Works for Brands, Indonesia, Force for Good, 2021

Rexona, a deodorant brand, connected with disabled consumers in Indonesia by launching a YouTube video starring able and disabled talent and launching modifications to its app to increase inclusivity.

B2B marketers use broader range of channels than B2C

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of marketing channels used by B2B and B2C companies.

Nearly 10% of online shopping traffic now comes from social media

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of social media traffic to digital commerce sites.

What's working in gaming 2021

Article • WARC Category Intelligence, September 2021

Global strategies, campaign updates and trends in gaming.

How brands should (and should not) get involved in mobile esports

Article • Kevin Rosenblatt, WARC Best Practice, September 2021

Advice on how advertisers can capitalise on the mobile esports opportunity.

Guide to decoding consumer content preferences for brands

Article • Sangeeta Tanwar, Event Reports, Asia Tech x Singapore virtual conference, July 2021

Globally, mobile is emerging as the preferred device for media consumption and this shift from the big screen is accompanied by shorter attention spans, posing a problem for brands hoping to engage consumers.

Architecting the future of marketing in APAC: The use of mobile in the digital marketing mix

Data • WARC Data, September 2021

Summarises the findings of WARC's latest mobile marketing survey, conducted across APAC on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Active Wheel: Careers from home

Case Study • Jay Chiat Awards, Honourable Mention, Product/Service Creation, 2021

Active Wheel, a detergent brand, helped women in India gain the skills needed to support themselves and their families financially.

Unilever Food Solutions (UFS): Killer Recipes

Case Study • John Dawson, Nicholas Short, WARC Awards for Asian Strategy, Shortlisted, 2021

Unilever Food Solutions, the condiment brand for restaurants, took its Killer Recipes campaign to a new level to become a supporter rather than a supplier to restaurant owners in China.

A peek into the digital emergence of Bangladesh

Opinion • Rabeth Khan, September 2021

Bangladesh is emerging as one of the most exciting markets in Asia and D’reach’s Rabeth Khan shares how the country’s digital maturity has evolved over the years and is now offering new opportunities.

Kern Pharma: Biosimilar Hunters – Playing for Change

Case Study • SABRE Awards, IN2, EMEA, 2021

Ken Pharma, a pharmaceutical company, launched a strategic campaign in Spain, to raise awareness of Biosimilars and ensure that the benefits of them reached pharmacists as well as doctors.

Hong Kong Observation Wheel: AR App Presented by AIA

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

AIA, a pan-Asian insurance company, developed an app to allow the Hong Kong Observation Wheel (HKOW) to offer a new experience while connecting the Wheel and the community to Hong Kong's past.

Spotify: 2020 wrapped

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Spotify, a streaming brand, launched '2020 Wrapped' in the US, hoping to help connect and support its users and all of the creators they love.

Apple: #MAKEITMINI

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Apple, a technology company, launched the #makeitmini challenge in the US to advertise the first-ever mini iPhone.

44% of SEA consumers play video games while watching TV

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), August 2021

An overview of multiscreening (activities done when watching TV) in Southeast Asia.

Shoprite: 2020 Employee Communications

Case Study • SABRE Awards, Africa, 2021

The Shoprite Group, a food retailer, launched an internal communications platform amidst the COVID-19 pandemic in South Africa to lift the spirit of its staff and keep them informed every step of the way.

YouTube audiences watch for longer on connected TV

Data • Rob Clapp, WARC Data Points (Curated), August 2021

An overview of YouTube audience activity by device in Q2 2021.

What’s working in financial services

Article • WARC Category Intelligence, August 2021

Global strategies, campaign updates and trends in the financial services category.

Rural marketing in a post-COVID world: Consumer sentiment data

Article • WARC Exclusive, Spotlight India, August 2021

Analyses data from ongoing surveys of Indian consumers, provided by GWI.

Rural India: Propelling the Indian economy during COVID-19

Article • Neha Chauhan, WARC Exclusive, Spotlight India, August 2021

Arc Worldwide’s Neha Chauhan examines the many ways that rural consumers are driving the Indian economy with their needs and aspirations during the COVID-19 pandemic.

Game changer: Technology and the rural market

Article • Amit Rangra, WARC Exclusive, Spotlight India, August 2021

Wunderman Thompson’s Amit Rangra examines how the pandemic, the agri economy, the FMCG sector and, most importantly, technology, are demonstrating the potential of rural India.

COVID-19 and rural India: The challenges and opportunities for marketers

Article • Sharad Varshney, WARC Exclusive, Spotlight India, August 2021

Dialogue Factory’s Sharad Varshney looks at how the COVID-19 pandemic has affected rural India and what brands can learn about this huge market.

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.
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.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
How to stay at the forefront of SEO trends

Article • Caitlin Robertson, WARC Best Practice, March 2020

A best practice guide to improving a brand’s organic search strategy, including technical improvements and on-page and off-page activities.
What we know about mobile marketing

Article • WARC Best Practice, April 2021

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.
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.