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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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.
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'.
News
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18 April 2019
Hulu, the partially ad-supported streaming service, drives revenue through a variety of different packages and products.
Case Study
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Alvaro Bretel, WARC Awards, Shortlisted, Effective Social Strategy, 2019
Lifebuoy, the soap and hygiene brand, used YouTube ads during Ramadan to promote hand washing and increase sales of its products in the Middle East.
Case Study
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Elissa Wong, WARC Awards, Shortlisted, Effective Social Strategy, 2019
The Singaporean Tourism Board employed a multi-faceted campaign, based on a 1990s TV drama, to convince Singaporeans that travelling without insurance was risky.
Case Study
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Tahaab Rais, Anna Sadykova, WARC Awards, Shortlisted, Effective Social Strategy, 2019
Money remittance service DirectRemit turned YouTube pre-roll ads into effective marketing messages to attract more users in the United Arab Emirates.
Case Study
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Alvaro Bretel, WARC Awards, Shortlisted, Effective Social Strategy, 2019
Tefal, the global cookware brand, used whole-funnel marketing to extend the purchase season and increase sales of its electric grill in Saudi Arabia and the UAE.
Case Study
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Tahaab Rais, WARC Awards, Shortlisted, Effective Social Strategy, 2019
Soft-drink brand Coca-Cola tapped into the relaxation of Saudi Arabia's driving laws to appeal to young women in the country and claw back some market share.
Case Study
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Jane Dorsett , Ellie Gogan-Tilstone, Lindsay Cardinale, WARC Awards, Shortlisted, Effective Social Strategy, 2019
Airline and travel company JetBlue, created a board game to stand out and become the first choice airline during the holiday season in the US.
Article
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Alex Brownsell, Event Reports, Connected TV World Summit, March 2019
Simon Murray, media analyst at Digital TV Research, outlines trends in the OTT television and video sector in Western Europe.
News
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15 April 2019
The Walt Disney Company, creator of Mickey and Minnie Mouse, and owner of both the Marvel and Star Wars franchises, has unveiled its long-awaited streaming service as it prepares to vie with some of the mightiest tech companies in the video ...
Case Study
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Kush Anand, Jitender Dabas, WARC Awards, Shortlisted, Effective Innovation, 2019
Paytm, a digital wallet, used a gold investment programme to build the reputation of digital payments in India.
Case Study
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Tahaab Rais, WARC Awards, Shortlisted, Effective Innovation, 2019
Manufacturer Beko used online video, influencer marketing, PR and a specially created TV remote control to improve its brand relevance with men and increase sales of its smart TVs in Turkey.
Case Study
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Sebastián Tarazaga, Dany Minaker, María Quinzio, Mathilde Plisson, WARC Awards, Shortlisted, Effective Innovation, 2019
Argentine retailer Cencosud used digital and social media to increase its subscriber base of customers for its credit-card brand Tarjeta Cencosud and generate commitment to the card from existing users via a partnership with NGO Techo.
Opinion
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Anna Hamill, April 2019
When a gunman killed 50 Muslim worshippers and seriously injured dozens more in the peaceful city of Christchurch, New Zealand, shock reverberated around the world that such an act could happen in a country best known for its spectacular landscapes and friendly people.
Case Study
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Tangrams Strategy & Effectiveness Awards, Silver, Small Budget Marketing Campaign, 2018
Acuvue, a contact lens brand by Johnson & Johnson, launched its new Radiant Sweet contact lenses in Hong Kong by using first-party data and programmatic buying to convince wearers to upgrade their lenses.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, Video, 2018
Heinz, an American food company, promoted its tomato ketchup in India by launching a unique set of pre-roll ads on YouTube that encouraged viewers to skip the ads to leave the protagonist to eat.
News
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26 March 2019
Apple TV+, the new Apple streaming service announced yesterday, pitches the device manufacturer into a crowded market as it shifts its business strategy towards original content and digital services.
Article
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Nisa Bayindir and Duncan Kavanagh, Research on WARC, March 2019
Gaming entertainment has come a long way, but evolving trends, such as mobile gaming, spectator gaming and cloud gaming have brought big changes to the industry.
News
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22 March 2019
TOMS, the shoe to coffee brand, is exploring new ways of getting across its ethical marketing message, having discovered “effective media buying with purpose attached”.
News
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22 March 2019
American consumers now enjoy more media options than ever and the boom in digital streaming means they are piecing together multiple services, yet the downside is that the sheer quantity of options can lead to frustration.
