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 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 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'.
News
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23 January 2020
Brands and media companies have an opportunity to “re-architect” the advertising experience on streaming video services with the introduction of new, “user-centric” ad formats.
News
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22 January 2020
Even as Bytedance is reported to be building a games division capable of challenging in a market led by Tencent, the WeChat owner is itself preparing to take on the TikTok owner’s dominance of short-form video.
Article
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Low Lai Chow, Event Reports, VidCon Asia Summit, December 2019
Social video industry consultant Mark Robertson shared his tips for optimising video content at the VidCon Asia Summit in Singapore.
News
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16 January 2020
Mobile streaming platform Quibi has already sold out 12 months of ad inventory before its April launch and PepsiCo is among those companies anticipating that appearing on the new platform can help its brands augment their cultural cachet – and ...
Article
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Mihkel Jäätma, WARC Best Practice, January 2020
With short-form video advertising becoming more popular, marketers need to better understand how to make shorter formats engaging.
Article
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WARC Best Practice, January 2020
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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Stephen Whiteside, Event Reports, CES, January 2020
PepsiCo, the food and beverage company, is seeking to engage on-the-go Millennials with ads shown alongside premium mobile-first content.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
Olay kicked off a social discussion on age-related taboos and judgment facing older women and urged females to instead pursue their dreams without prejudice.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
Timberland built on the past success of its unusual China marketing campaign to promote its boots among young Chinese consumers, with videos that mostly avoided the faces of wearers in favour of shots of the products, and counter-intuitively stressed that the individuality of the boots increases with age.
News
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20 December 2019
“Too much choice” is the lament of British viewers faced with a growing array of SVOD options, and new research indicates a high level of inertia among existing subscribers.
News
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16 December 2019
More than 40% of family drama viewers in India are men, refuting the long-held assumption that such genres don’t appeal to men, according to a new report by Hotstar.
Article
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Riki Li, WARC Exclusive, December 2019
An introductory guide to Chinese social video app TikTok, including how brands can use the platform to engage with ‘fans’ and consumers.
News
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10 December 2019
Probably the most recognised football club on the planet, Manchester United has agreed a deal with Alibaba Group’s Youku video streaming service that will include select first-team matches, highlights, and original content for a Chinese audience.
News
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10 December 2019
The consultancy’s media, tech, and telecoms predictions for the coming year include ad-supported video on demand taking one in every 10 pounds of ad revenue in the UK next year.
News
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09 December 2019
TikTok, the Chinese viral video app that is hugely popular among teenagers, has been operating in the US for two years and now plans to ramp up its challenge to the Google-Facebook “duopoly” with an ambitious advertising strategy of its own.
Case Study
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MRS Awards, Finalist, MRS Award for Media Research, 2019
Pearl & Dean, a cinema advertising company, utilised a unique implicit testing methodology to prove that cinema is instrumental in benefiting brands in the UK.
Opinion
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Cadi Jones, December 2019
Brands focusing ad investment on premium video inventory are being punished by legacy ad tech models, argues Cadi Jones, Commercial Director EMEA at Beeswax.
Case Study
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MRS Awards, Finalist, MRS Award for Media Research, 2019
Thinkbox, the marketing body for the main UK commercial TV broadcasters, launched a combined primary and secondary data study to help marketers understand evolving viewer habits.
Article
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Stephen Whiteside, Event Reports, Media, Marketing & Effectiveness Conference, November 2019
System1, the market-research firm, conducted a variety of studies that helped determine the impact of changing approaches to TV advertising.
