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Online video and social advertising to accelerate this year

Data • Rob Clapp, WARC Data Points, 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, 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, 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, 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:

How to navigate the ‘messy middle’ with video marketing

Opinion • Rohit Arora, February 2021

Using Google research on the ‘messy middle’ between intention and purchase, Rohit Arora delves into six ways to use video media to pull through the complexity.

Tracking YouTube’s ad effectiveness in a cookie-less world

News • 04 February 2021

Research and insights agency Kantar has partnered with Google to create an ad-effectiveness measurement solution for YouTube.

Shoppable video can help reduce e-commerce friction

News • 04 February 2021

Shoppable video – technology which allows consumers to buy featured products within an online video with only a click or swipe – may help marketers to solve the problem of abandoned shopping carts, according to OneDash CEO and Founder Rayhan Perera.

Everything you need to know about shoppable video

Article • Rayhan Perera, WARC Exclusive, January, 2021

An introductory guide to shoppable video media opportunities for brands.

What first-time TV advertisers need to know

News • 11 January 2021

Growing brands need to understand that TV advertising is not necessarily as expensive as they believe, but to get the full benefit they will need to adapt current online video techniques and invest in marketing performance analytics, says strategist

Six trends APAC brands should leverage in 2021

Opinion • Kenneth Pao, January 2021

Criteo’s Kenneth Pao outlines six trends that marketers will need to pay attention to, in order to optimise the potential for a successful 2021.

Scaling up without screwing up

Article • Tom Roach, Research on WARC, January, 2021

Using Test Your Ad data from System1, this research provides advice to help scale-ups who are considering using TV advertising for the first time, a decision that can be riven with uncertainty.

The future of OTT in Asia: A playbook on how to grow your OTT services

Article • Brightcove, Research on WARC, December 2020

This report uncovers insights that will aid media companies, broadcasters, OTT streaming services and content owners in charting their own future in OTT.

Connected TV matches mobile for online video impressions

Data • Rob Clapp, WARC Data Points, November 2020

An overview of online video impressions by device in the United States.

Facebook in-stream video sees double-digit growth in CPM

Data • Rob Clapp, WARC Data Points, November 2020

An overview of Facebook and Instagram cost-per-click and cost-per-thousand in 2020.

Trends of the Month: Ad challenges, sports and mobile video

Opinion • Rob Clapp, November 2020

This month: advertising’s winners and losers as the year ends, engaging sports fans during COVID-19 and how mobile video is becoming the focus in Asia.

One in a hundred TAG-certified impressions still fraudulent

Data • Rob Clapp, WARC Data Points, November 2020

An overview of advertising fraud by channel and format in the United States.

More competition, fewer ads

Article • John Nardone, ANA, Forward, November 2020

The year 2020 marked an inflection point in the evolution of TV from a lean-back to an on-demand medium – consumers are watching more TV programming, and they are doing more of their TV watching via on-demand services.

Nearly half of Indian marketers are making mobile video their biggest priority this year

Data • Marte Aune, WARC Data Points, November 2020

An overview of Indian marketers' main focus areas for mobile marketing in 2020.

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, Digital First, October 2020

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.

Social commerce grows with TikTok/Shopify deal

News • 29 October 2020

Shopify, the Canadian e-commerce platform, has signed a deal with TikTok to allow its merchants to create and show shoppable content on the video-sharing site.

What we know about marketing on TikTok

Article • WARC Best Practice, October 2020

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

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.
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.
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: 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:
What we know about online video effectiveness

Article • WARC Best Practice, October 2020

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.
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: