Article
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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.
Article
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WARC Best Practice, October 2019
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.
Article
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WARC Category Intelligence, January 2019
Global strategies, campaign updates and trends in the use of online video.
Article
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Dominic Twose, WARC Best Practice, May 2017
This article explains how brands can create video creative that is engaging and brand-centric in order to reward viewers with relevance or entertainment and prevent early skipping.
Article
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WARC Best Practice, February 2017
This article offers guidance and advice on how to select the right format and delivery channel for video ad campaigns, and which metrics to use to measure awareness, engagement and conversions.
Article
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Julian Saunders, WARC Best Practice, July 2016
This article provides best practices for developing a content strategy on the most visited online video platform in the world, allowing brands to engage a different culture from the mainstream and find a place in the 'everything channel'.
Article
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Alexander Wei, DLG, WARC Trends, October 2020
Case Study
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Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020
Confused.com, a price comparison website, broke category conventions with a TVC that turned confusion into clarity with a calm guide to comparisons to better-connect with UK consumers.
Case Study
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Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020
O2, a telecommunications brand, returned to growth in Germany after years of customer losses by creating a series of ads that featured entertaining content to make consumers go "O!".
Case Study
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Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020
Help for Heroes, a British charity, increased fundraising and support for medically discharged veterans in the UK by launching a travelling installation that became available when people donated.
Case Study
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Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020
Fidelity, an investment management service, increased relatability among consumers in the UK by creating an emotion-led TV campaign that followed a Fidelity family.
Case Study
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Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020
Libresse, a brand of feminine hygiene products, launched its Live Fearless narrative in the UK through which it created a series of campaigns around normalising periods, both in culture and the media.
Case Study
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Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020
Volvo, an automotive brand, created a platform around Omtanke, a Swedish word meaning care and consideration, to attract and better-connect with luxury buyers in Australia.
Case Study
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Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020
Gousto, a meal delivery brand, achieved stratospheric business growth by using influencer Joe Wicks to lead a range of challenges trying out various Gousto recipes live on the radio in the UK.
Case Study
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Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020
Soreen, a brand of malt loaf, produced a series of OOH, TV and social ads in the UK that elongated the 'ee' in its name to position it as a snack for millennials that keeps them going.
News
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08/10/2020
Growing digital usage, greater adoption of social shopping technologies and a global pandemic has accelerated social commerce in Southeast Asia, according to a new study by AI-based tech solutions provider iKala.
Article
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Joey Liu, WARC Trends, October 2020
South China Morning Post’s Joey Liu offers an overview of the key macro-trends driving China’s internet economy.
News
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02/10/2020
It is estimated that 73.1 million people tuned in to this week’s bitter presidential debate between Donald Trump and Joe Biden.
Opinion
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Mark Inskip, September 2020
Video streaming services must do more to convert potential audiences into loyal customers, writes Kantar’s Mark Inskip.
Article
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WARC Best Practice, September 2020
This article provides guidance and reading on the subject of real-time marketing; closely aligned with technologies like programmatic, its implications travel across the marketing ecosystem.
Article
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Harry Harcus, WARC Exclusive, September, 2020
Research by Finecast into addressable TV advertising effectiveness.
News
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28/09/2020
The hard-hit travel sector has started exploring digital tourism experiences but marketers doing so need to consider the mindset or reason for travel rather than traveller types or specific audiences.
News
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23/09/2020
Facebook, YouTube and Twitter have agreed to adopt a common set of definitions for hate speech and other harmful content and to collaborate with a view to monitoring industry efforts to improve.
Article
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Alex Brownsell, Event Reports, FIPP World Media Congress, September 2020
How Bloomberg Media is adjusting its content strategy to the post-pandemic market.
Article
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Lawrence Dodds, WARC Exclusive, September 2020
Advertisers ought to take a structured approach to the growing shoppable media opportunity.
