Online video

What we know about online video effectiveness

Article • WARC Best Practice, February 2018

Explores the current thinking and writing on the effectiveness of online video, and the different ways in which they can be effective: emotional or informative, long or short.

What we know about online video audiences

Article • WARC Best Practice, February 2018

Explores the current reading and thinking on the topic of online video audiences, which are increasingly shifting to mobile - here, brand messaging is largely unwelcome, necessitating exceptional creative and controllable ads.

How to optimise video creative across screens

Article • Dominic Twose, WARC Best Practice, May 2017

This article explains how brands can create video creative that is engaging and brand-centric in order to reward viewers with relevance or entertainment and prevent early skipping.

How to measure the performance of video marketing campaigns

Article • WARC Best Practice, February 2017

This article offers guidance and advice on how to select the right format and delivery channel for video ad campaigns, and which metrics to use to measure awareness, engagement and conversions.

How to develop an effective YouTube content strategy

Article • Julian Saunders, WARC Best Practice, July 2016

This article provides best practices for developing a content strategy on the most visited online video platform in the world, allowing brands to engage a different culture from the mainstream and find a place in the 'everything channel'.

Look beyond reach for video ads

News • 12 December 2018

As the popularity of video explodes across Asia, video advertising is growing fast too – but marketers need to look beyond simple reach and consider whether viewers are emotionally engaged, an industry figure has warned.

What we know about marketing in real-time

Article • WARC Best Practice, December 2018

This article provides guidance and reading on the subject of real-time marketing; closely aligned with technologies like programmatic, its implications travel across the marketing ecosystem.

Five tips to bring your brand’s video content to life

Article • Low Lai Chow, Event Reports, Video Marketing Strategies, November 2018

Many brands default to dull, hyper-corporate video content but bringing it to life can be easy if marketers follow some easy tips.

Why premium media drives impact of video ads

Article • Low Lai Chow, Event Reports, Video Marketing Strategies, November 2018

Hosting video advertising on premium media sites can make a difference in boosting consumer trust and effectiveness.

How Hasbro measures influencer video

News • 06 December 2018

Hasbro, the toy manufacturer, is taking a nuanced approach to measuring the video content created by partners such as influencers as it seeks to understand its impact on kids and parents.

What we know about TV and video ad length

Article • WARC Best Practice, December 2018

Provides marketers with information and guidance about determining the optimal TV ad length.

ŠKODA: ŠKODA x Handsome Dancer – CoinciDance

Case Study • Paloma Ho, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

ŠKODA, the car brand, used a series of viral videos to increase brand awareness in Taiwain.

Axe: Cybersport

Case Study • Natalia Kudryavtseva, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Deodorant brand Axe used a cybersports sponsorship to connect with young men in Russia and increase market share.

Pond's: Re-writing the influencer playbook

Case Study • Mikhal Anindita, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Beauty brand Pond's used an influencer strategy to launch a new skincare product in Indonesia.

Antarctica: The Fictional Real YouTuber

Case Study • MMA Smarties, Bronze, LATAM, 2018

Antarctica, a beer brand, used its webseries to launch a YouTuber to lead its communications strategy in Brazil.

Mastercard: Start Something Priceless with your favorite wine

Article • MMA Smarties, Bronze, LATAM, 2018

Mastercard, a financial services corporation, created brand lift in Brazil by launching a series of creative assets and hero video that showed the benefits of using Mastercard while eating out.

Lubricantes Mobil: Volviendo Whatsapp en un canal de TV

Case Study • MMA Smarties, Silver, LATAM, 2018

Mobil Delvac, a motor oil brand, reached out to Columbian transporters, owners and truck drivers on WhatsApp to increase brand awareness at its event.

Burger King: Coxinha Fries