Article
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WARC Best Practice, July 2019
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.
Article
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WARC Best Practice, March 2019
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.
Article
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WARC Category Intelligence, January 2019
Global strategies, campaign updates and trends in the use of online video.
Article
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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.
Article
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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.
Article
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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'.
Article
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WARC Best Practice, August 2019
Explores the current reading on the topic of marketing on Facebook – the best used social network in the world, reaching over two billion users every month.
Article
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WARC Category Intelligence, August 2019
Campaign updates and channel trends in Facebook.
News
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08 August 2019
Industry advocacy group ThinkTV has released the Total TV advertising revenue figures for Australia for the past 12 months, noting a dip in revenue that is reflective of broader market uncertainties.
Case Study
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Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019
Tommy Hilfiger, a clothing brand, launched an adaptive clothing line in the US that makes clothing more accessible for people with disabilities.
Case Study
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Cannes Creative Lions, Gold, Creative Strategy Lion, 2019
Libresse, a brand of feminine hygiene products, increased market share in Scandinavia by launching Viva La Vulva, a lip sync video that encouraged women not to be ashamed and to love their vulvas.
Case Study
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Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019
Vicks India, a brand of over-the-counter medications, launched #TouchOfCare in India, which featured the stories of two women and their families to highlight Vicks as embracing care for all families.
Case Study
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Cannes Creative Lions, Gold, Creative Strategy Lion, 2019
Ruavieja, an alcoholic digestive liquor from Pernod Ricard, created a tool that predicted how much time people had left together in an emotional film to encourage brand recognition and awareness in Spain.
Research Paper
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Guido MoWroriridenbach and Gerald Neumueller, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019
SevenOne Media, the audio-visual and digital marketer, measured the attentional and emotional condition of recipients in Germany while they watch editorial content and advertising on different video platforms in their homes.
Article
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WARC Best Practice, July 2019
Provides marketers with information and guidance about determining the optimal TV ad length.
Article
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Dallas Lawrence, WARC Exclusive, July 2019
Investigates the wider streaming landscape to call out key insights and trends that will allow the industry to make the most of personalised advertising in an OTT world.
News
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29 July 2019
Videos on YouTube that feature children who appear to be under the age of 13 are among the most popular on the platform despite the company’s stated policy that its site is not intended for children under that age, a new study has revealed.
Research Paper
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IAB Europe Research Awards, Winner, Digital Advertising Formats, 2019
Teads, the global media platform, tested the performance of 6-second ads across 10 countries and established how they can work harder at driving emotional engagement and impact.
Article
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Alex Brownsell, Event Reports, Cannes Lions, June 2019
Hulu’s chief executive discusses content discovery, delivering a personalised experience, and ownership by Disney.
Case Study
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SABRE Awards, South Asia, Crisis/Issues Management, 2019
PVR Cinemas, an entertainment company, reached 18 million consumers and enacted action against a government proposal to allow outside food into cinemas in India.
Case Study
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SABRE Awards, South Asia, Best In Show, 2019
The Mahindra Foundation, a non-profit organisation, launched a short film that showed the dire consequences of restricting girls from education in India.
Case Study
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SABRE Awards, South Asia, Integrated Marketing, 2019
Horlicks, a malted milk drink brand, raised awareness of the issue of student suicides across India during exam season by launching PR and films that showed mothers the importance of mental nutrition, as well as physical.
Case Study
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SABRE Awards, South Asia, Technology, 2019
Honor, a Huawei-owned smartphone brand, leverage the festival of lights, Diwali, to connect with consumers in India, leading to one million smartphones sales.
Case Study
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MIXX Awards, Grand Prix, 2019
Special Olympics Belgium, an organisation that serves athletes with intellectual disabilities, encouraged major brands to sponsor its Olympics in Belgium by launching personalised direct mail, out of home and an emotional online video.
Case Study
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MIXX Awards, Silver, Branded Content and Video Advertising, 2019
MediaMarkt, a retailer for consumer electronics, created a campaign in Hungary which consisted of a 15-episode comedy web-series to advertise products in a MediaMarkt store.
