Online video

What we know about online video effectiveness

Article • 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.

What we know about online video audiences

Article • WARC Best Practice, July 2019

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.

What’s working in online video

Article • WARC Category Intelligence, January 2019

Global strategies, campaign updates and trends in the use of online video.

How to optimise video creative across screens

Article • 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.

How to measure the performance of video marketing campaigns

Article • 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.

How to develop an effective YouTube content strategy

Article • 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'.

Livestreaming enters ‘third phase’ in China

News • 08 July 2020

The growth of livestreaming in China is entering a third phase, with a range of traditional sectors adopting it as an effective marketing channel, a new report says.

Attitudes to digital video advertising report

Article • IAB Europe, Research on WARC, July 2020

Highlights key trends in attitudes to Digital Video Advertising.

Mapping a perfect storm: The impact of COVID-19 on Asia’s media landscape

Article • Kunal Sinha, WARC COVID-19 Series, July 2020

How are brands changing the way they communicate with consumers? A look at how major media channels have been used during COVID-19 lockdowns across Asia.

Emirates NBD: Inspire What's Next

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Shortlisted, 2020

Private bank Emirates NBD grew brand favourability and sales with an awareness campaign in the United Arab Emirates.

Beit Al Baraka: Making this place their home

Case Study • Emile Atallah, Tahaab Rais, Carl Bou Abdallah, WARC Prize for MENA Strategy, Shortlisted, 2020

Lebanese NGO Beit Al Baraka launched an innovative payment card to help underprivileged elderly in a way that would empower them and preserve their dignity.

Jawwy: The Ramadan campaign that didn't launch during Ramadan

Case Study • Mario Morby, WARC Prize for MENA Strategy, Shortlisted, 2020

Telco Jawwy drove revenue growth and brand awareness with an unconventional Ramadan campaign in Saudi Arabia.

Jawwy: The Fair Telco Company

Case Study • Mario Morby, WARC Prize for MENA Strategy, Shortlisted, 2020

Mobile telecom brand Jawwy used entertaining video content to resonate with Saudi youth, and achieve positive results in terms of both short-term sales and long-term brand building.

Babyshop: The Gift of Mom

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2020

Children's retailer Babyshop increased brand affinity through a multi-channel Mother's Day initiative centred around breast cancer in the United Arab Emirates.

Almosafer: As far as we go

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2020

Travel platform Almosafer reversed declining market share through an emotive Ramadan film in Saudi Arabia.

Nissan Patrol: Conquer Everywhere

Case Study • Garrett Olexiuk, Bhaskar Bateja, Remie Abdo, WARC Prize for MENA Strategy, Shortlisted, 2020

Car manufacturer Nissan Middle East used a multichannel, personalised data-driven strategy to relaunch its Patrol marque in the United Arab Emirates.

Burger King: Burjer Kinj

Case Study • Ali Khalil, WARC Prize for MENA Strategy, Shortlisted, 2020

QSR brand Burger King created a social media, outdoor and in-restaurant campaign based on the Arabic pronunciation of 'burger' to increase Whopper sales and reignite interest in the brand in Saudi Arabia.

A rocky road ahead: The future for advertising

Article • Michael Karg, WARC Exclusive, June 2020

An assessment of how changes in consumer behaviour and the declining influence of linear live TV are impacting advertising.

Four ways TV content providers can improve user experience

Article • Alex Brownsell, Event Reports, Mediatel Videoscape Europe online conference, June 2020

Understanding TV viewer personas and how these will shape the future of content discovery.

Tencent seeks to reshape Asia’s streaming market

News • 26 June 2020

Tencent, the Chinese technology and entertainment giant, has acquired iflix, a loss-making streaming service based in Malaysia that operates across 13 markets in Asia.

Amazon Prime Video changes direction

News • 25 June 2020

Amazon Prime Video is reported to be “actively pursuing” deals to license live and linear programming, in a move that could set the service apart from its SVOD rivals.

Brits spend a quarter of the day online

News • 25 June 2020

The coronavirus pandemic has sent internet use rocketing in the UK, a new report from Ofcom says – and some observers think it could grow further in the weeks ahead.

Three big trends for brands from the shift to e-commerce

News • 24 June 2020

Marketers seeking to thrive in the e-commerce arena should get back to basics, consider online retail platforms as media destinations, and ensure they do not place too much emphasis on performance marketing.

Explainer: 12 facts about livestreaming e-commerce in China

Article • Rong Zhang, Edison Wang, Tina Luo, Leo Huang (@Yimian), WARC Trends

Livestreaming is an e-commerce format that has been developing rapidly since the beginning of the year, accelerated by store closures and consumers spending more time at home in Q1 of this year.

How marketers like P&G, GSK and Hershey are adapting to a new e-commerce landscape

Article • Stephen Whiteside, Event Reports, Lions Live, June 2020

Brands are ramping up their investment in e-commerce in the wake of the COVID-19 pandemic, but the pace of change can make it difficult to direct investment in the most impactful way.