Online video

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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.

Sponsored gaming viewing boomed in Q1

Data • Rob Clapp, WARC Data Points, April 2021

An overview of the number of hours of sponsored gaming livestreams watched in Q1 2020 and 2021.

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.

YouTube consumption shows double-digit growth

Data • Rob Clapp, WARC Data Points, April 2021

An overview of YouTube consumption in 15 markets between 2019 and 2020.

Livestreamed gaming audience to top 700m this year

Data • Cinzia Petio, WARC Data Points, April 2021

An overview of livestreamed gaming audiences worldwide between 2019 and 2024.

INCUCAI / Sony Music Entertainment: Through your eyes

Case Study • WARC Cases, 2020

INCUCAI, an Argentine charity, and Sony Music Entertainment, a music company, encouraged people to become cornea donors by taking away the act of seeing.

When creativity is sidelined in e-commerce, here’s how to take back control

Article • Low Lai Chow, Event Reports, Spikes Asia X Campaign, February 2021

Marketers who believe in only the short term have sidelined creativity, says MediaCom’s Josh Gallagher.

As viewership across ages and demographics, shifts, the pandemic highlights the need for more balanced media plans

Opinion • Ben Speight, March 2021

This article is part of the March 2021 Spotlight US series, “Media strategies for a shifting US landscape.” Read more

The data and analytics breakthroughs that can complete the transformation of TV advertising

Article • Jim Spaeth and Alice Sylvester, WARC Exclusive, Spotlight US, March 2021

Looks at 25 data and analytics breakthroughs that the authors believe are essential to transform advanced television advertising.

Recommendations for commingling set-top box data and Smart TV ACR Data

Article • Jane Clarke, Howard Shimmel, and Gerard Broussard, WARC Exclusive, Spotlight US, March 2021

Examines best practices for integrating data in the US from both set-top boxes (STBs) and Smart TVs, based on a study of providers.

How TV’s new data-driven capabilities are driving new brands to TV advertising

Article • Dave Morgan, WARC Best Practice, Spotlight US, March 2021

Examines how the increased targeting capabilities of data-driven TV has allowed new advertisers to enter the medium at lower price points.

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.

Homebound Brits turned to streaming in 2020

Data • Cinzia Petio, WARC Data Points, March 2021

An overview of video consumption across different age groups in the United Kingdom in 2020.

How to unlock CTV’s growth potential in Asia

Opinion • Tom Dover, March 2021

Connected TV or CTV may be seen as the future of advertising but it is still a relatively new phenomenon in Asia. A hyper-local approach that takes into account the differences of the individual markets in the region can tap the g rowth potential of CTV.

Pantene: The Hairy Tale

Case Study • WARC Cases, 2018

Hair care brand Pantene made waves in Japan by using a baby to break the taboo of social standards.

Chando: Reshoot Graduation Photo Campaign

Case Study • WARC Cases, 2020

Chando, a skincare brand, broke into the Chinese beauty market by celebrating what makes a person unique.

Trends of the Month: ROI, B2B and next gen TV

Opinion • Rob Clapp, March 2021

This month: How advertisers can double their return on investment (ROI), some of the challenges and opportunities for B2B marketers and the future landscape of TV advertising and audiences.

The beauty of innovation: How Asian beauty brands can grow in post-pandemic Europe

Article • Michael Chadwick, WARC Exclusive, March 2021

Asian beauty brands have made inroads into European markets long dominated by French brands and Cheil UK’s Michael Chadwick says they are well-placed to continue growing on the continent by leveraging on their strength in innovation and status as global tastemaker.

Shoppable media as an omnichannel strategy

Article • WARC Webinars, March 2021

Isobar Commerce's Patrick Deloy and Nathan Petralia share insights from their contribution to the WARC Guide to Shoppable Media on the pros and cons of investing in paid shoppable media advertising.

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.

Subscription services see rising popularity

Data • Rob Clapp, WARC Data Points, March 2021

An overview of interest in and use of subscription services across 12 markets.

How influencers helped Wisconsin Cheese achieve “rind-blowing” results

Article • Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, December 2020

Wisconsin Cheese, an organization that champions the state’s cheese and cheesemakers, tapped the power of influencers to transform consumer perceptions.

Traditional sports more popular than e-sports among older gamers

Data • Rob Clapp, WARC Data Points, March 2021

An overview of how long gamers spend watching e-sports and traditional sports content.

What's working in data-driven marketing

Article • WARC Category Intelligence, March 2021

Global strategies, campaign updates and trends in data-driven marketing.

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.

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: