TV | WARC

Article • WARC Best Practice, March 2020

This article provides marketers with information and guidance about using advanced targeted approaches offered by addressable TV.

What we know about TV effectiveness

Article • WARC Best Practice, February 2020

Explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.

What we know about TV audiences

Article • WARC Best Practice, November 2019

This article explores the current thinking and writing on TV audiences - a group of people once defined by the use of one stable, popular medium, which has now fragmented forcing a re-evaluation of audience measurement.

What we know about scheduling TV ads

Article • WARC Best Practice, November 2019

This article provides marketers with information and guidance about scheduling TV ads.

What we know about wearout and decay

Article • WARC Best Practice, September 2019

This article provides marketers with information and guidance about avoiding advertising wearout and decay.

What we know about the context and positioning of TV ads

Article • WARC Best Practice, August 2019

This article provides marketers with information and guidance about the effective positioning of TV ads.

What’s working in TV

Article • WARC Category Intelligence, August 2019

Global strategies, campaign updates and trends in the TV industry.

What we know about TV and video ad length

Article • WARC Best Practice, July 2019

Provides marketers with information and guidance about determining the optimal TV ad length.

What we know about combining TV with digital media

Article • WARC Best Practice, July 2019

Provides marketers with information and guidance about combining TV and digital media strategies.

The role of premium multi-screen video in an ad campaign

Article • Marianne Vita, WARC Best Practice, September 2018

Focuses on the role and effectiveness of premium multi-screen video in a marketer’s video plan and identifies six key elements of a strong video ad platform.

How to use TV effectively in the media mix

Article • Matt Hill, WARC Best Practice, September 2017

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.

Disney’s Hamilton success indicates how the streaming wars are, ultimately, about content

News • 08 July 2020

Figures from Disney Plus show how the content business does indeed continue to be about content, as the post-mortem continues on the ailing Quibi.

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.

Saudi Telecom Company: What are we allowing?

Case Study • Dana Alkutoubi, WARC Prize for MENA Strategy, Shortlisted, 2020

Saudi telco STC's hard-hitting multi-channel approach showed parents the reality of online threats to their children while greatly increasing uptake of its child-safety app.

Etisalat Misr: Hekaya – Family Talk.

Case Study • Dina El Dessouky, Yosr Khalifa, Mustafa Darwish, WARC Prize for MENA Strategy, Shortlisted, 2020

Egyptian telco Etisalat crafted a comic campaign to narrow the gap between itself and Vodafone and win customers over to its hybrid offer.

Ahmini: The Uncovered

Case Study • Melek Ourir, WARC Prize for MENA Strategy, Shortlisted, 2020

Telco provider Tunisie Telecom harnessed the power of mobile to help bring about social change in Tunisia.

KFC: Launching Local Chicken

Case Study • Maxime Menant, Remie Abdo, WARC Prize for MENA Strategy, Shortlisted, 2020

QSR brand KFC used a TV, social media and outdoor campaign to publicise its use of fresh Saudi chicken in order to appeal to national pride and boost sales 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.

Nielsen: Connected TV usage above pre-COVID-19 levels as traditional TV viewing normalizes

Article • Nielsen, WARC COVID-19 Series, June 2020

Examines how connected TV viewing habits have grown and changed during the course of the COVID-19 pandemic.

Nielsen report: Local spot TV advertising is on the upswing as states begin to reopen

Article • Nielsen, Research on WARC, June 2020

Looks at trends in local spot TV advertising during the COVID-19 pandemic in the US, by examining changes in the number of ad units by category and in individual markets.