Mobile

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Vim: The power of 100 lemons

Case Study • Rituparna Dasgupta, Ashutosh Paretkar, Rajani Ranjan, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Dishwash bar and liquid brand Vim raised awareness of its products through a mobile-based campaign that aimed to effect behaviour change in rural India.

Emirates NBD: Every Step Counts

Case Study • Tahaab Rais, Tala Arakji, Anna Sadykova, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Emirates NBD, a leading UAE bank, launched a reward-based initiative to help people improve both their financial and their physical health.

KFC: KFC Rainy Day Delivery

Case Study • Nicholas Short, Zoe Ren, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Fast-food brand KFC partnered with a weather app and a pop star to create a dynamic campaign to position itself as the go-to fast-food delivery on rainy days to increase its delivery business market share in China.

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.

Insurance Australia Group: NRMA Safety Hub

Case Study • APG (AUS), Creative Strategy Awards, Finalist, 2020

NRMA Insurance, an insurance company, turned the insurance model on its head in Australia by paying people to avoid disasters instead of paying people after they had one.

Sport recovers lost mobile audiences but travel struggles

Data • Rob Clapp, WARC Data Points, November 2020

An overview of the changes in global mobile audiences among key categories in 2020.

Canada, Mobile advertising expenditure by format

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of total mobile advertising spend by format in Canada since 2011.

Canada, Search advertising expenditure

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of total search advertising spend by format in Canada since 2011.

Predicting the sequential behavior of mobile Internet users based on MSM model

Research Paper • Zhengren Li, Xiaohang Zhang, Yanyu Wang, Xin Su, Int. Journal of Market Research, Vol. 62, No. 6, 2020, pp. 743-757

The behavior of users concerning mobile Internet varies significantly throughout the day. Results from existing studies—which generally simply segment one day into morning, afternoon, and evening—often provide inaccurate predictions of the behavior of users.

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.

truth: Ditch JUUL

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

Truth, a campaign aiming to eliminate youth smoking in the USA, strove to reduce the number of young people vaping with its campaign Ditch JUUL.

Change is coming to China’s internet cafés

News • 09 November 2020

China’s internet cafés are facing change, beset by the effects of COVID-19, a shift to mobile gaming and improved domestic broadband connections – and today the window closes on public submissions on their future, solicited by the Ministry of Culture

Engage Indian consumers via apps for Diwali and beyond

News • 06 November 2020

As India prepares for Diwali, the five-day festival of lights, a new report has said that social media apps are a huge opportunity for brands to engage with consumers whose shopping behaviour has been affected by COVID-19 for most of this year.

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.

TV budgets register first growth of 2020

Data • Zoe McCready, WARC Data Points, November 2020

A summary of the latest readings from WARC's Global Marketing Index (GMI), a unique monthly barometer of the state of the global marketing industry based on current sentiment among practitioners.

60% of mobile gamers are moderate players

Data • Rob Clapp, WARC Data Points, November 2020

An overview of gaming audiences across 24 markets.

Advertisers still aren't talking to Black audiences

News • 04 November 2020

Many major US brands have signalled their intention to step up efforts towards diversity, but a new report from Nielsen reveals many are missing an opportunity when it comes to ad spending with media that have the greatest reach within the African-Am

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.

Media Owner Profile: Alibaba

Data • Rob Clapp, WARC Data Points, November 2020

This Media Owner Profile of Alibaba includes data on revenue, consumers on Chinese retail marketplaces and Gross Merchandise Volume.

Canada, Online Display advertising expenditure

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of total online display advertising spend in Canada since 2011.

KFC: Secret Menu

Case Study • Effies (Australia), Australian Effies, Bronze, 2020

KFC, a fast-food brand, launched its Secret Menu in Australia without any official communications, yet generated significant PR coverage and incremental sales.

KFC: Viewer Verdict

Case Study • Effies (Australia), Australian Effies, Bronze, 2020

KFC, a fast-food brand, launched the KFC Viewer Verdict as part of its sponsorship of the National Rugby League (NRL) as a means of engaging fans and increasing sales in Australia.

What is connected packaging?

Opinion • Jenny Stanley, October 2020

Have you ever noticed a QR code on the milk carton, wine bottle or yoghurt pot? If you scan it with your smart phone camera – it will take you to a connected experience where you will find product information, discount codes, competitions and interactive games or virtual reality experiences.

Social live content is the most important consumer behaviour for Indonesian marketers

Data • Marte Aune, WARC Data Points, October 2020

An overview of the most important consumer behaviours for mobile marketing in Indonesia.

Mobile video is top priority for APAC marketers

News • 27 October 2020

Asia Pacific was already a leader in mobile adoption before COVID-19 struck and the pandemic has further pushed the channel to the forefront, with mobile playing a significant role in the purchase journey and mobile video now a priority for marketers

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:
Gen Z is driving changes in COVID-19 media habits

Data • Rob Clapp, WARC Data Points, April 2020

An overview of the changes in key media habits by age group during the novel coronavirus (COVID-19) outbreak.
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.
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.
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.