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Online video

2,637 results found

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What we know about online video effectiveness

Article • 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.

What’s working in online video

Article • WARC Category Intelligence, January 2019

Global strategies, campaign updates and trends in the use of online video.

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'.

Kingo Energy: Kingo

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Kingo Energy, a solar energy company, created a video for social media that drove brand awareness among investors around the world and potential users in Guatemala.

Christie's: The Last Da Vinci

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Christie’s, the British auction house, set the record for a painting sold in auction when it sold the last known work by Leonardo da Vinci held in private hands, Salvator Mundi.

Unilever: Hair Talk

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Sunsilk, a haircare brand, connected with its millennial audience in Thailand thanks to its viral film which prompted the brands 13.1% growth.

Essity: Bloodnormal

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Bodyform, the feminine hygiene brand, used a digital film to break taboos and connect with women globally.

Nissan Saudi Arabia: #Shedrives

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Auto maker Nissan took advantage of the royal decree granting women the right to drive in Saudi Arabia by launching a campaign to drive top-of-mind awareness.

New Zealand Police: The World's Most Entertaining Recruitment Video

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

New Zealand Police, the national police force of New Zealand, increased applications in New Zealand by releasing a recruitment video that featured a huge police chase with 70 real police officers.

Audi/Vorsprung Durch Technik: Beautiful Cars With Amazing Brains

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.

McDonald’s: Ice Cream History In the Making

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

McDonald�s, a fast food chain, partnered with YouTubers to authentically reach youth in Germany and increase sales of their dessert range.

Schweppes: The Dress For Respect.

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Schweppes, the carbonated beverage brand, increased sales in Brazil by opening a conversation about sexual harassment in nightclubs.

Mcdonald's: The Flip

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

McDonald's, the fast food chain, celebrated women and the women's empowerment movement through a simple outdoor stunt that flipped the iconic McDonald's logo upside-down in the US.

Johnson & Johnson, India: Project Free Period

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Stayfree, a feminine hygiene brand, used the power of two taboos, periods and prostitution, to draw attention to women's employment potential in India and achieve 19% growth for the brand.

Apple: The Rock X Siri — Dominate The Day

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Apple, a technology brand, created a short film on YouTube that showed Siri organisation Dwayne "The Rock" Johnson's busy schedule to encourage users across China, Japan, Germany, the UK and the US to re-engage with Siri.

Harnessing the rise of short-lived content

Article • Joel Davis, WARC Exclusive, June 2019

Looks at the swing towards short-lived content and advises marketers on how to best create it for maximum effectiveness.

Apple: Three Minutes

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Apple, a technology company, created an emotional connection with consumers in China by launching a film surrounding Chinese New Year, shot entirely on an iPhone.

The Times Of India: Sindoor Khela – #Noconditionsapply

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

The Times of India, an English-language daily newspaper in India, launched a purpose-driven campaign that challenged a 400-year-old tradition in India.

Busan Metropolitan Police Agency: Stop Downloadkill

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Busan Metropolitan Police Agency, a police department in South Korea, created fake voyeur videos that used scare tactics to decrease circulation of such videos across the country.

Ford Motor Company: Safe Cap

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Ford, the American motor company, reconnected its Ford Trucks brand with its audience in Brazil by creating a wearable accessory that let truck drivers know when to take a rest.

Babyshop: Al Umobuwah – Putting "Mum" Into "Parenthood"

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Babyshop, a baby retail brand, used a multichannel approach and created a new Arabic word to drive brand meaning and sales in the Middle East.

Ford: Feel The View

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Ford, the American motor company, raised awareness about visually impaired people in Italy through a device that turned a car window into a tactile screen.

What we know about online video effectiveness

Article • 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.
What we know about marketing on Facebook

Article • WARC Best Practice, February 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.
Media in focus: Marketing effectiveness in the digital era

Article • Les Binet and Peter Field, Institute of Practitioners in Advertising, October 2018

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.
How does effectiveness vary by media channel?

Article • WARC Evidence, October 2018

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.
Effective Social Strategy Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, October 2018

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2018 WARC Awards.
Global Ad Trends: Online video

Data • James McDonald, WARC Data, August 2018

This report summarises the latest research from WARC's Data platform, with a focus on online video advertising. Key findings include: