Media & publishing

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BT Sport: Unscripted

Case Study • DMA (UK), Grand Prix, 2020

BT Sport, a group of pay television sports channels, collaborated with Google Cloud, Opta and Squawka to write the script for the entire 2019/20 season using artificial intelligence.

OpenAP adds tech to increase more targeted ads and automation

News • 13 January 2021

TV network group OpenAP is to introduce technology that will give advertisers a digital-style view of available slots.

Pants Bear: Learning life one adventure at a time

Case Study • WARC Cases, 2020

Children’s education and entertainment brand Pants Bear launched in Malaysia with a content strategy tailored around cultural moments and learning activities.

LG Electronics expands into TV advertising

News • 08 January 2021

LG Electronics of South Korea, one of the largest TV manufacturers in the world, has acquired a 60% stake in Alphonso, a California-based TV data and measurement firm, as it seeks to expand its streaming TV ad business.

Discovery Plus puts money on live sport to take on streaming rivals

News • 06 January 2021

Discovery is betting on its €1.

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.

Finland bucks streaming trends

News • 15 December 2020

Traditional TV viewing is on the decline across the US and northern Europe, with Finland one of the few countries to have resisted the lure of streaming TV during lockdown, a new study shows.

Amazon Prime aims to expand cricket coverage in India

News • 15 December 2020

US streaming giant Amazon Prime Video has signalled its intent to grow its live cricket streaming service in India, ultimately challenging Disney’s leading position, reports the Financial Times.

Harnessing powerful storytelling: A new framework to measure the method behind the magic

Research Paper • Collin Leirvik, Renata Policicio, ESOMAR Conference papers, Insights Festival, 2020

US cable sports channel ESPN created a new storytelling framework to determine whether measuring its effectiveness could directly influence business growth.

Brian Wieser on disinvestment in TV, disastrous Quibi and why a Facebook break-up may not be so bad for brands

Opinion • Brian Wieser, December 2020

Brian Wieser, GroupM’s Global President of Business Intelligence, talks to WARC’s Alex Brownsell about the rise of Netflix, the fall of Quibi and the prospect of Facebook or Google being broken up.

A new dawn for TV

Opinion • Sarah Jones, December 2020

TV viewing habits have been upended. Audiences are more likely to watch content by themselves. Dayparts no longer determine platform choice. These changes demand a new approach to TV planning, writes Sky Media’s Sarah Jones.

Nielsen cross-media measurement hints at new digital standards

News • 10 December 2020

Consultancy giant Nielsen plans to update the way it measures TV ratings to better mirror audiences, who are consuming live and on-demand TV via multiple devices and channels, showing how digital is now a core part of the medium.

New York Post x FOX: 9-1-1 Lone Star

Case Study • Shannon Toumey, Victoria Shobe, Angela Scire, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Broadcaster FOX attracted viewers in the US to its 9-1-1: Lone Star series through a sponsorship deal with the New York Post that included premium print and digital ad placements, social media amplification, and a branded food truck.

How Discovery Inc. powers people’s passions

Research Paper • MRS Awards Papers, Finalist, MRS Award for Media Research, 2020

Discovery, a mass media company, conducted research into the role that passions play in people's lives in Europe, LATAM and the USA and investigated how the media can influence these passions.

BBC World Service: Attitudes towards women’s sports, sportswomen and women in India

Research Paper • MRS Awards Papers, Finalist, MRS Award for International Research, 2020

The BBC World Service, an international broadcaster, researched the perceptions of gender and sport in India and not only improved business outcomes but also contributed to Indian society.

Turn on, tune in, drop put (then turn on again): BT TV and the power of flexibility

Research Paper • MRS Awards Papers, Winner, MRS Award for Applications of Research, 2020

BT, a multinational telecommunications company, grew its acquisition by 11% and attracted younger consumers by reinvigorating and relaunching its TV proposition in the UK.

BBC: Compass – a partnership between BBC and Ipsos MORI

Research Paper • MRS Awards Papers, Finalist, MRS Award for Media Research, 2020

The BBC, a British public service broadcaster, developed Compass, an audience measurement tool, to provide crucial data to help the BBC serve its audiences.

Football’s digitalisation accelerates with Bundesliga bidding war

News • 03 December 2020

The governing body of Germany’s top two football divisions, the DFL, is looking to a radical plan of starting an OTT subscription service, with more than 20 different private equity groups interested in providing investment.

Covid-19: A Game Changer For Media And Purchasing

Article • Ramona Daniel, Research on WARC, November, 2020

COVID-19 has been a true game changer in terms of media consumption habits and purchasing behaviour, both accelerating existing trends and forcing new behaviours for many people.

Subscription TV boasts higher engagement with Aussie viewers: Foxtel study

News • 26 November 2020

Subscription watching delivers a more engaged audience than non-subscription, according to a new study released by Foxtel in partnership with strategic insights consultancy Nature.

Indian consumers ready to pay for premium home entertainment experiences

News • 23 November 2020

The new homebound work and leisure economy has led to rising demand for new and quality content and for better devices in India, a new study by Dolby Laboratories and Wakefield Research has found.

Twitch rolls out streamer-selected ads

News • 19 November 2020

Amazon-owned streaming service, Twitch, is testing a new kind of ad called Multiplayer Ads, in which a creator can choose the ad and play it to all viewers simultaneously rather than individual ads chosen algorithmically.

Consuming culture: Five shifts in media and entertainment marketing

Article • Nick Callaghan, WARC Exclusive, November 2020

A new report by Facebook identifies five trends re-shaping the entertainment industry.

Channel 4: Dispelling the myth that young people don't watch TV any more

Case Study • Charlotte Moger, James Hamilton, WARC Media Awards, Entrant, Effective Channel Integration, 2020

British broadcaster Channel 4 ran a multi-channel campaign to increase the number and frequency of viewers for its soap Hollyoaks, to drive revenue by increasing its share of commercial impacts.

ESPN: There's No Place Like Sports

Case Study • ARF Ogilvy Awards (US), Gold, 2020

ESPN, a US sports channel, expanded its audience and built an emotional connection with fans through its platform There's No Place Like Sports.

A guide to TikTok for brands

Article • Frances Sinclair, WARC Best Practice, February 2020

A guide to using social video app TikTok as a marketing platform, including its organic and paid advertising opportunities, working with TikTok influencers, and how to measure performance.
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.
BigPond - Why emotional differentiation wins

Case Study • Hristos Varouhas, Jamie Mackay and Kent Pearson, Account Planning Group Australia, Grand Prix, Creative Planning Awards, 2006, pp. 0-0

Despite significant marketing investment, prior to mid 2004 growth in the Australian broadband internet market had stalled at around 6% household penetration, well below that of similar OECD countries like UK, Canada and South Korea at the time.
What's working in entertainment & media

Article • WARC Category Intelligence, August 2020

Global strategies, campaign updates and trends in the entertainment and media category.
Disruptors: How companies need to prepare for the super app era in commerce

Article • Euromonitor Strategy Briefings, November 2019

Looks at how companies need to prepare for the super app era in commerce by examining how WeChat birthed the revolution and how super apps have spread across Asia.
Behavioural economics: Immersive research, decisions and comms challenges

Article • Anna Miley, John Kenny and Sonia Misak, WARC Webinars, April 2020

Discusses how companies are outperforming their peers by applying behavioural economics to their marketing strategy.