Article
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WARC Best Practice, July 2020
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, October 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'.
Opinion
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Mark Inskip, September 2020
Video streaming services must do more to convert potential audiences into loyal customers, writes Kantar’s Mark Inskip.
Article
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WARC Best Practice, September 2020
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.
Article
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Harry Harcus, WARC Exclusive, September, 2020
Research by Finecast into addressable TV advertising effectiveness.
News
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28/09/2020
The hard-hit travel sector has started exploring digital tourism experiences but marketers doing so need to consider the mindset or reason for travel rather than traveller types or specific audiences.
News
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23/09/2020
Facebook, YouTube and Twitter have agreed to adopt a common set of definitions for hate speech and other harmful content and to collaborate with a view to monitoring industry efforts to improve.
Article
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Alex Brownsell, Event Reports, FIPP World Media Congress, September 2020
How Bloomberg Media is adjusting its content strategy to the post-pandemic market.
Article
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Lawrence Dodds, WARC Exclusive, September 2020
Advertisers ought to take a structured approach to the growing shoppable media opportunity.
Article
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WARC Category Intelligence, September 2020
Global strategies, campaign updates and trends in the alcoholic drinks category.
Article
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WARC Category Intelligence, September 2020
Global strategies, campaign updates and trends in influencer marketing.
News
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17/09/2020
Livestreaming is entrenched across Asia, driving sales in Southeast Asia’s recent 9.9 Super Shopping Day and even forming part of government policy in China; with Amazon and Facebook also exploring livestream shopping opportunities, brands ...
Case Study
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My Troedsson, WARC Prize for Asian Strategy, Shortlisted, 2020
Skincare brand SK-II launched a mini-documentary on social media to boost brand awareness among its target audience in China and spark real social change.
Case Study
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Krshna Prashant, Sulin Lau, WARC Prize for Asian Strategy, Shortlisted, 2020
Mobile technology brand Grab used customer data in a new way to reframe and personalise its social impact activity in Southeast Asia.
News
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16/09/2020
Anheuser-Busch InBev, the brewer, has enjoyed success with a livestreaming program that built connections with consumers during COVID-19.
News
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16/09/2020
The phrase ‘new normal’ has quickly become hackneyed and near meaningless, but people’s behaviours have changed and a more productive way of thinking may be around ‘new traditions’.
Article
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Geoffrey Precourt, Event Reports, ANA Digital Marketing Conference, September 2020
Anheuser-Busch InBev, the brewer, has used livestreaming to connect with consumers during the COVID-19 pandemic.
News
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14/09/2020
Over the top (OTT) platforms are reigning supreme with urban India’s millennials and Gen Z audiences, according to a report by The Data Sciences Division of Dentsu Aegis Network (DAN) India.
News
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14/09/2020
Data from the IAB, Nielsen and other industry bodies show video and audio streaming surged in popularity this year, with adspend shifting in response as advertisers sought new audiences, but one leading ad tech executive suggests the trend is also ...
News
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14/09/2020
Singaporean holiday island Sentosa successfully used gaming to maintain awareness and stay relevant despite being forced to close by the COVID-19 pandemic.
News
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11/09/2020
Gen Z consumers are often considered to have lower attention spans than older generations, but a new global study has revealed they recall advertising content better than millennials and Gen X, particularly when it comes to skippable video ads that ...
