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CMO Conversations: Erica Probst, Head of Sales, YouTube

Opinion • Alex Brownsell, October 2020

Video consumption soared during lockdown, including a notable spike in viewing on connected TV devices. Erica Probst, YouTube’s Head of Sales for UK and Ireland, explains to WARC’s Alex Brownsell how the platform is targeting both brand and activation ad dollars in 2021 and beyond.

CMO Conversations: Trevor Johnson, Head of Marketing - Global Business Solutions, Europe, TikTok

Opinion • Alex Brownsell, October 2020

2020 will go down as the year in which TikTok tipped into the media mainstream. Trevor Johnson, the social video app’s Head of Marketing, Global Business Solutions, Europe, tells WARC’s Alex Brownsell how brands should go about engaging – and selling to – its growing number of users.

Taobao is doubling down on short videos ahead of Singles Day. What does this mean for the industry?

Article • Alexander Wei, DLG, WARC Trends, October 2020

Twitch audiences have stayed above two million since April

Data • Rob Clapp, WARC Data Points, October 2020

An overview of Twitch audience numbers and hours watched per month.

Twitch has its pithy take on the presidential election debate

News • 01 October 2020

It is estimated that 73.

Winning customer loyalty by enhancing the viewing experience

Opinion • Mark Inskip, September 2020

Video streaming services must do more to convert potential audiences into loyal customers, writes Kantar’s Mark Inskip.

Gamers receptive to advertising but one-fifth try to avoid

Data • Rob Clapp, WARC Data Points, September 2020

An overview of global gamer audiences' attitudes to advertising.

Brand ‘flight to safety’ spurs streaming growth

News • 13 September 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 as

Gen Z is better at recalling ad content than older consumers

News • 10 September 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 l

Vlogs are one of the fastest growing sources for brand discovery

Data • Rob Clapp, WARC Data Points, September 2020

An overview of brand and product discovery among Gen Z and Baby Boomer consumers.

Life after lockdown: The new normal on YouTube

Article • Research on WARC, September 2020

The collective experience of lockdown inspired people to look for attainable authenticity and focus on productive entertainment.

Global brands need a hyper-local lens in APAC for effective video strategy

Opinion • Edoardo Lipari, August 2020

Mailman's Edoardo Lipari looks at the market-specific trends underpinning the dominance of video content across Asia-Pacific and advocates for a more hyper-local approach to content strategy for the region.

Mixing it up: Diversifying ad formats to achieve more

Article • Taylor Ward and Kara Manatt, WARC Exclusive, August 2020

Research from Twitter, Magna Global and IPG Lab into how advertisers can boost effectiveness through ad format synergy.

Digital disruptors: The global competitive landscape of digital streaming services

Article • Euromonitor Strategy Briefings, June 2020

Looks at the current state of play of digital streaming services, including global profiles and prospects for the future.

Canada, Online Video advertising expenditure

Data • Cinzia Petio, WARC Data Points, August 2020

An overview of total online video advertising spend in Canada since 2010.

Canada, Internet advertising expenditure by format

Data • Cinzia Petio, WARC Data Points, August 2020

An overview of total internet advertising spend by format in Canada since 2010.

Now is the time for brands to experiment with interactive video

Opinion • Rayhan Perera, August 2020

Video advertising continues to grow quickly, but, says Rayhan Perera, advertisers need to look beyond its branding function to embrace new formats like shoppable video.

Explainer: 12 facts about livestreaming e-commerce in China

Article • 张戎、王涛、罗天宇、黄智雄（@一面数据）, WARC Trends

Livestreaming is an e-commerce format that has been developing rapidly since the beginning of the year, accelerated by store closures and consumers spending more time at home in Q1 of this year.

Media Owner Profile: ITV

Data • Rob Clapp, WARC Data Points, August 2020

This Media Owner Profile of ITV includes data on advertising revenue, the largest advertiser categories and viewing habits.

What's working in entertainment & media

Article • WARC Category Intelligence, August 2020

Global strategies, campaign updates and trends in the entertainment and media category.

Lockdown gives boost to Twitch and brand investment in e-sports

Data • James McDonald, WARC Data Points, July 2020

A summary of WARC's latest Global Advertising Trends research into e-sports and gaming.

Love in lockdown: Online dating during COVID-19

Article • Chase Buckle, WARC Exclusive, July 2020

Research by GlobalWebIndex into how the pandemic has influenced dating behaviour.

What we know about online video audiences

Article • 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.

COVID-19: The impact on media consumption of Indians

Article • OMG Omnicom MediaGroup, Research on WARC, July 2020

Insights into evolving media consumption habits, content formats, and media platforms and brands that are seeing increased adoption in India during the COVID-19 outbreak.

Lack of cross-screen measurement and clear ROI limiting European digital video advertising

Data • Rob Clapp, WARC Data Points, July 2020

An overview of investment barriers and drivers into digital video advertising in Europe.

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.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
What we know about marketing on Facebook

Article • WARC Best Practice, June 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.
Trend Snapshot: COVID-19 special – livestream commerce

Article • Alex Brownsell, WARC Trends, March 2020

Evaluates the potential of livestream commerce, already popular in China, to achieve mainstream adoption in Western markets during the COVID-19 crisis.
The impact of COVID-19 on media strategy

Article • MediaSense, WARC Exclusive, March 2020

An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.