Mobile

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Attention seekers welcome

Article • Anna Sampson, WARC Evidence, April, 2021

With the demise of the cookie and a renewed focus on attention, context is key when it comes to effective advertising.

Trend Snapshot: Clubhouse and the emergence of social audio

Article • Alex Brownsell, WARC Trends, March 2021

Looks at how app Clubhouse has become the poster-boy for social audio after launching in March 2020 and following the arrival of celebrity participants like Elon Musk and Mark Zuckerberg.

Clubhouse is a new place for brands to play, but it may not be the future of social audio

Article • Arianna Konstantin, Allie Wassum and Azul de Mendieta , WARC Exclusive, March, 2021

This article looks at what makes Clubhouse a disruptor, and brand use cases for it, as social audio becomes an increasingly popular outgrowth of social media.

What brands need to know about the rise of Asia’s “Convenience-driven consumer”

Article • Taranjeet Singh, WARC Exclusive, March, 2021

Criteo’s Taranjeet Singh says the pandemic introduced convenience to consumers through online shopping and they are now used to having faster and better services and having products delivered to them.

Impulse buying this Ramadan: Shopping shifts in Indonesia and Malaysia

Article • Low Lai Chow, Event Reports, InMobi Gearing up for Ramadan virtual event, March 2021

The holy month of Ramadan will see a dramatic increase in impulse shopping among Indonesians and Malaysians this year, a shift caused by COVID-19 and restrictions on in-store retail purchases.

Half of consumers watch online video daily on their smart TV

Data • Rob Clapp, WARC Data Points, March 2021

An overview of internet users who watch online video content daily across different devices.

Hypercasual games see quickest mobile growth

Data • Rob Clapp, WARC Data Points, March 2021

An overview of mobile gaming audiences between 2017 and 2020.

Nike: Next% Speed is Your Currency

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

Nike, a sportswear brand, launched its new product Next%, the fastest running shoe yet, in China with a data-driven campaign that focused on creating mass belief in Nike's product superiority.

BOSS Coffee: Touch-And-Go Coffee

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Boss Coffee, a ready-to-drink coffee brand, launched 120 flavour combinations and bespoke label designs on social media app LINE to encourage online orders and pickups among busy commuters in Japan.

L'Oréal Paris: Infallible Hotpot Challenge

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2021

L'Oréal Paris, a makeup brand, persuaded women in China that its Infallible Cushion face powder could withstand heat and humidity by engaging them with the Infallible Cushion Hotpot Challenge.

Estée Lauder: Location-based blockchain campaign

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Estée Lauder, a makeup company, increased store footfall in India by launching a geo-targeted campaign that encouraged consumers to visit stores to find their best foundation match.

UCash & Shwapno: Project AgroBanking

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Banking brand United Commercial Bank used video, on-ground activity and OOH to launch a platform that enabled farmers in Bangladesh to sell excess produce at a fair rate to retail chain Shwapno.

Half of over 55s in Southeast Asia are gamers

Data • Rob Clapp, WARC Data Points, February 2021

An overview of gaming audiences in Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam.

Study: TikTok UGC videos about brands outperform other video ad types

Article • Realeyes, Research on WARC, February, 2021

Study across 11 brands using emotional analysis from Realeyes, comparing viewer responses to four different video types for each brand: TikTok user-generated content (UGC) videos, TikTok ads, Facebook ads and conventional ads.

Consumer spending on mobile apps continues to rise

News • 15 February 2021

Global consumer spending in the top 100 non-game subscription-based apps grew to a record $13bn in 2020, representing a 34% year-on-year increase from the $9.

Mobile activity rose 16% among older audiences last year

Data • Rob Clapp, WARC Data Points, February 2021

An overview of the growth in mobile consumption by age group in Australia, Canada, France, Germany, South Korea, the UK, and the United States.

Audible tests the power of 5G advertising

Article • Stephen Whiteside, Event Reports, 4A’s Decisions conference, January 2021

Audible, the audiobook and podcasting platform owned by Amazon, successfully ran a test campaign that leveraged the power of 5G cellular networks.

Digital, delivery, drive-thru: McDonald’s’ path to post-COVID growth

Article • Anna Hamill, WARC Exclusive, February, 2021

McDonald’s, one of the world’s biggest fast food brands, is capitalising on booming digital sales to set the foundations for post-pandemic growth.

Startup seeks to digitise India’s huge gold market

News • 05 February 2021

Gold carries a special significance for Indian consumers, but the process of unlocking its value can be difficult – partly because many Indians do not have a credit rating and there is also social stigma associated with visiting a pawnbroker – but tw

A third of adults watch live TV on their mobile or computer

Data • Rob Clapp, WARC Data Points, February 2021

An overview of the share of adults who watched live TV content on their mobile, tablet, or computer in the past week across 17 different markets.

Adoption of services and apps on mobile phones by microentrepreneurs in Sub-Saharan Africa

Research Paper • Leonard J. Paas, Emiel L. Eijdenberg and Enno Masurel, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 27-42

This article shows that acquisition pattern analysis is highly suited for research in developing economies.

Media Owner Profile: Snapchat

Data • Rob Clapp, WARC Data Points, February 2021

This Media Owner Profile of Snapchat includes data on advertising revenue and daily active users by region (North America, United States, Europe, Rest of World).

Apple puts big pressure on Google and Facebook with the implementation of ATT

Opinion • Jack Shearring, February 2021

Marketers should take note of Apple’s decision to force app developers to request permission to track users across apps and websites, writes Jack Shearring.

Media Owner Profile: Alibaba

Data • Rob Clapp, WARC Data Points, February 2021

This Media Owner Profile of Alibaba includes data on revenue, consumers on Chinese retail marketplaces and Gross Merchandise Volume.

Digital 2021: Life lived online

News • 28 January 2021

In a year when online time rocketed due to the pandemic, the average global internet user now spends two of every seven days of the week online, with around seven hours per day or 42% of our waking lives online.

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.
What's working in mobile

Article • WARC Category Intelligence, July 2020

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