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Why ‘full-funnel’ is the future of digital commerce platforms

Opinion • Ian Ho, July 2021

As part of WARC’s series on ‘Rethinking brand for the rise of digital commerce’, Shopee’s Ian Ho explains how commerce and entertainment are combining in Southeast Asia, and what that means for advertising formats.

Friendships through the style choice of virtual stickers: Young adults manage aesthetic identity and emotion on a social messaging line app

Research Paper • Chih-Ping Chen, Int. Journal of Market Research, Vol. 63, No. 2, 2021, pp. 236-250

With social media and modern pop culture (e.g., virtual stickers) reshaping social dynamics, young Taiwanese consumers who engage in social messaging via the Line app are introducing new interaction avenues that change communication habits and style choices to meet their tastes and interpersonal needs.

Listen up: How brands can tune in with influencers in the audio social space

Article • Emma Shuldham, WARC Exclusive, May 2021

Fans are willing to follow their favourite creators across a multitude of platforms and channels.

Customer retention with social media communities

Article • Matthew Nolan, WARC Exclusive, May 2021

The experience of brands in China offers important lessons on customer retention in a cookie-free landscape, where social media and full-funnel online experiences rule.

Here’s what makes TikTok tick for Gen Z

Opinion • Jeff Thomas and Renee Weber, April 2021

By leveraging the specific attributes found on TikTok, marketers can drive deeper engagement with Gen Z through their brand experiences, according to Jeff Thomas and Renee Weber from The Marketing Store.

COVID-19 causes digital consumption to rise by over 30%, forming new and lasting consumer habits

Opinion • Rob Clapp, April 2021

WARC Data’s latest report finds that Amazon, TikTok, YouTube and Twitch are some of the main winners as brands pivot to reach the COVID consumer.

What we know about mobile marketing

Article • WARC Best Practice, April 2021

This article explores the current reading on mobile marketing, a near-ubiquitous medium that offers the fastest and most convenient route online for most consumers.

One in five fans use mobile apps to consume sports content

Data • Cinzia Petio, WARC Data Points, April 2021

An overview of sports consumption on mobile apps in 2021.

Trend Snapshot: Clubhouse and the emergence of social audio

Article • Alex Brownsell, WARC Trends, March 2021

Looks at how app Clubhouse has become the poster-boy for social audio after launching in March 2020 and following the arrival of celebrity participants like Elon Musk and Mark Zuckerberg.

Clubhouse is a new place for brands to play, but it may not be the future of social audio

Article • Arianna Konstantin, Allie Wassum and Azul de Mendieta , WARC Exclusive, March, 2021

This article looks at what makes Clubhouse a disruptor, and brand use cases for it, as social audio becomes an increasingly popular outgrowth of social media.

What brands need to know about the rise of Asia’s “Convenience-driven consumer”

Article • Taranjeet Singh, WARC Exclusive, March, 2021

Criteo’s Taranjeet Singh says the pandemic introduced convenience to consumers through online shopping and they are now used to having faster and better services and having products delivered to them.

Consumer spending on mobile apps continues to rise

News • 15 February 2021

Global consumer spending in the top 100 non-game subscription-based apps grew to a record $13bn in 2020, representing a 34% year-on-year increase from the $9.

Audible tests the power of 5G advertising

Article • Stephen Whiteside, Event Reports, 4A’s Decisions conference, January 2021

Audible, the audiobook and podcasting platform owned by Amazon, successfully ran a test campaign that leveraged the power of 5G cellular networks.

Digital, delivery, drive-thru: McDonald’s’ path to post-COVID growth

Article • Anna Hamill, WARC Exclusive, February, 2021

McDonald’s, one of the world’s biggest fast food brands, is capitalising on booming digital sales to set the foundations for post-pandemic growth.

Startup seeks to digitise India’s huge gold market

News • 05 February 2021

Gold carries a special significance for Indian consumers, but the process of unlocking its value can be difficult – partly because many Indians do not have a credit rating and there is also social stigma associated with visiting a pawnbroker – but tw

Adoption of services and apps on mobile phones by microentrepreneurs in Sub-Saharan Africa

Research Paper • Leonard J. Paas, Emiel L. Eijdenberg and Enno Masurel, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 27-42

This article shows that acquisition pattern analysis is highly suited for research in developing economies.

App wars enter new phase

News • 28 January 2021

China’s tech firms are being encouraged to sue India’s government for compensation after the latter made permanent last year’s temporary ban on 59 apps originating from that country.

WeChat racks up $250 billion in transactions in 2020

News • 21 January 2021

Products worth almost $250 billion were sold last year through WeChat, the Chinese messaging app, more than double the year before.

Casual games attract large audiences but little spend

Data • Rob Clapp, WARC Data Points, January 2021

An overview of mobile gaming downloads, consumption and consumer spend broken down by game genre.

WhatsApp accelerates its business focus

News • 23 December 2020

With close to a third of the world’s population on WhatsApp, brands can’t ignore the messaging platform as a potential channel and the company is actively seeking a closer relationship with businesses.

Advertising on mobile apps versus the mobile web: Which delivers better advertisement recognition and willingness to buy?

Research Paper • Sungjun (Steven) Park and Byungho Park, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 381-393

Do consumers process mobile advertising on mobile websites and branded apps in the same way? To answer this question, this article examines both the antecedents and consequences of mobile websites and branded apps.

How WhatsApp is creating intimacy for consumers and businesses during the pandemic

Article • Low Lai Chow, Event Reports, The Drum Digital Summit, November 2020

WhatsApp’s Eshan Ponnadurai shares how the messaging app has adapted its product strategy to meet changing user needs.

Digital publishers see long-term growth in audiences

Data • Rob Clapp, WARC Data Points, December 2020

An overview of digital publishers' audience in 2019 and 2020 and areas of strategic importance.

India’s social media apps start to think about making money

News • 02 December 2020

Indian social media apps have been quick to take advantage of their government’s ban on scores of Chinese apps and, having accumulated users, are now looking to monetise them.

Solving the paradoxes of the mobile-first world: Leveraging micro-segmentation for hyper-personalised marketing

Research Paper • Abhinav Mohan, Ashwini Bagkar, Somdipta Maity, Umesh Krishna, ESOMAR Conference papers, APAC, 2020

InMobi Pulse, a mobile research platform, partnered with mobile-first brand Swiggy to leverage micro-segmentation and solve the problem of low app retention in India.

The WARC Guide to Marketing in the gaming ecosystem

Article • WARC Best Practice, September 2020

A summary of new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.
Global Ad Trends: Ad opportunities in gaming

Data • James McDonald, Rob Clapp, WARC Data, July 2020

This report summarises the latest research from WARC's Data platform, with a focus on the application of advertising in mobile gaming, streaming and e-sports. Key findings include:
How to market to Vietnamese consumers

Article • Katrin Roscher, WARC Best Practice, November 2018

Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.
How to stay at the forefront of SEO trends

Article • Caitlin Robertson, WARC Best Practice, March 2020

A best practice guide to improving a brand’s organic search strategy, including technical improvements and on-page and off-page activities.
What we know about mobile marketing

Article • WARC Best Practice, April 2021

This article explores the current reading on mobile marketing, a near-ubiquitous medium that offers the fastest and most convenient route online for most consumers.
Using technology to drive behavioural change in healthcare

Article • D'Arcy King, WARC Best Practice, February 2018

Looks at how new technologies are affecting the healthcare profession and suggests ways that health data can be used to change consumer behaviour.