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Short-form video: The workhorse of video advertising

Opinion • Venessa Hunt, October 2021

Short-form video in the middle of the video advertising funnel benefits from brand transference and ThinkPremiumDigital’s Venessa Hunt advises marketers not to neglect it.

Brands moving Instagram strategy to carousel posts and IGTV

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of Instagram posts by format (photo, carousel, video or IGTV) between 2019 and 2021.

B2B marketers use broader range of channels than B2C

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of marketing channels used by B2B and B2C companies.

What we know about marketing on TikTok

Article • WARC Best Practice, October 2021

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.

57% of advertisers to spend more on addressable TV

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of planned increases in video advertising spend by ad format in Australia, France, Germany, the UK and the United States.

Strategies for more effective six-second video advertisements: Making the most of 144 frames

Research Paper • Colin Campbell and Erin Pearson, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 260-275

Six-second advertisements are a recent advertising format growing in popularity. Despite their growth, little insight exists on how to craft successful six-second advertisements.

Online video and influencer budgets to see biggest increase in 2022

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of the change in media budgets by senior marketers in 2022.

What we know about TV and video ad length

Article • WARC Best Practice, August 2021

Provides marketers with information and guidance about determining the optimal TV ad length.

Connected TV accounts for half of all video ad impressions

Data • Rob Clapp, WARC Data Points (Curated), July 2021

An overview of digital video advertising impressions on connected TV, mobile and PC devices.

Linear TV inflation accelerates while advanced TV costs are stable

Data • Rob Clapp, WARC Data Points (Curated), July 2021

An overview of media inflation for linear and advanced TV in the United States.

We don't need to talk about ads: Why only some advertising gets talked about on social media and becomes famous

Article • Adam Sheridan, Research on WARC, June 2021

Provides evidence that advertising that gets talked about has the potential to deliver unpaid or “earned” reach and therefore more efficiency for marketing investments.

What we know about short-form video

Article • WARC Best Practice, May 2021

Provides marketers with information and guidance about short-form video.

How Direct Line Group’s investment in BVOD helped to deliver incremental reach

Article • Alex Brownsell, Event Reports, Thinkbox: New trends in TV advertising, April 2021

UK insurer Direct Line Group tested digital channels and platforms to plug a gap in its audience reach.

CTV’s share of online video impressions has quadrupled since 2016

Data • Cinzia Petio, WARC Data Points (Curated), April 2021

An overview of video impressions by device since 2016.

Global Ad Trends: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include:

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.

CTV impressions up 81%, driven by telecom, auto and CPG

Data • Rob Clapp, WARC Data Points (Curated), April 2021

An overview of digital video impressions on mobile and connected TV devices by advertiser category.

Online video and social advertising to accelerate this year

Data • Rob Clapp, WARC Data Points (Curated), April 2021

An overview of global media investment in 2020 and 2021.

Connected TV advertising sales doubled in 2020

Data • Rob Clapp, WARC Data Points (Curated), March 2021

An overview of programmatic connected TV advertising sales in 2020.

India’s IT rules in 2021: Should we be worried?

Opinion • Naresh Gupta, March 2021

India’s recently-issued IT guidelines seeking to regulate content on social media, digital news and OTT are being viewed as excessive. While entertainment content should not be left unmonitored, there must be a more liberal approach to crafting and implementing rules.

ECI Media Management Inflation Report Q1 2021

Data • ECI, WARC Data, March 2021

A Q1 2021 update of ECI Media Management's Media Inflation Report explores the effect of the pandemic on media inflation in 2020, and provides forecasts on how it will recover globally, by region and in key markets in 2021.

Advertisers struggling to leverage CTV effectively

Data • James McDonald, WARC Data Points (Curated), February 2021

An overview of important factors and effectiveness when delivering a relevant video advertising experience among practitioners across seven markets.

What Cobra Kai secretly teaches us about the importance of TV for brands

Opinion • Will McMahon, February 2021

YouTube has massive reach and can drive significant impact for advertisers, but TV remains the go-to platform for massive shared viewing events.

All media bar print to see costs rise this year

Data • Rob Clapp, WARC Data Points (Curated), February 2021

An overview of media inflation in 2020 and 2021.

Global Ad Trends: Next Gen TV

Data • James McDonald, Rob Clapp, Cinzia Petio, WARC Data, February 2021

This report summarises the latest research from WARC's Data platform, with a focus on next generation TV. Key findings include:

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Global Ad Trends: State of The Industry 2020/21

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

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment, media consumption, and cost inflation this year and next. Key findings include:
The WARC Guide to shoppable media

Article • WARC Best Practice, March 2021

A summary of new thinking and best practice on shoppable media.
The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.
Global Ad Trends: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include:
What we know about marketing on TikTok

Article • WARC Best Practice, October 2021

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.