Advertising best practice, evidence and insights

Article • WARC Best Practice, September 2020

Summarises the insights from a series of key papers addressing audience measurement, the quantifying of the number of people exposed to advertising across any given media; this includes radio listenership, TV viewing, newspaper and magazine readership, and traffic on websites.

What we know about combining TV with digital media

Article • WARC Best Practice, July 2020

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

What we know about multiscreen media planning

Article • WARC Best Practice, October 2019

Explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.

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.

Audience measurement in the digital age

Article • Andrew Green, WARC Best Practice, June 2017

This article details how audience measurement methodologies are adapting to the growth of digital access in a range of media, including TV, radio, print and out of home.

Aldi 2010-2019: How taking an alternative path took Aldi from shame to pride

Case Study • Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2020

Aldi, a discount supermarket chain, shifted UK public perception of the brand from shame to pride.

Diageo portfolio: Marketing Catalyst – Creating a culture of marketing effectiveness

Case Study • Institute of Practitioners in Advertising, Gold, Best Use of Data and Best New Learning, IPA Effectiveness Awards, 2020

Diageo, an alcoholic drinks brand, created a web-based tool to help marketers decide how to better spend their money to deliver more gross profit from its marketing globally.

Hollyoaks: How to dispel the myth that young people don't watch TV any more

Case Study • Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020

Hollyoaks, a British TV series produced by Channel 4, sparked discussion with storylines that connected to bigger social issues through an always-on advertising model that targeted young UK consumers.

Facebook’s Smallwood addresses privacy problems in cross-platform metrics

Article • Geoffrey Precourt, Event Reports, Association of National Advertisers Media & Measurement Conference, September 2020

Facebook, the social network, will be a critical player in the development of any cross-platform measurement system and is working towards this goal.

Winning customer loyalty by enhancing the viewing experience

Opinion • Mark Inskip, September 2020

Video streaming services must do more to convert potential audiences into loyal customers, writes Kantar’s Mark Inskip.

Why do people choose to multitask with media? The dimensions of polychronicity as drivers of multiple media use—a user typology

Research Paper • Helen R. Robinson and Stavros P. Kalafatis, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 251-270

This article examines selected drivers of multiple media use, to investigate why individuals choose to multitask with media.

Will CTV take off in Japan?

Opinion • Ken Harada, September 2020

Connected TV has much potential in Japan but its future remains undefined, as media owner efforts to develop a CTV marketplace to meet advertiser demands, are still in the early stages.

In news we trust? A look at the Singaporean relationship with media during COVID-19

Opinion • Ervin Ha, September 2020

Which media outlet enjoys the trust of Singaporean consumers? YouGov’s Ervin Ha takes a look at where Singaporeans chose to get their news and updates on COVID-19 from.

Snickers: Bring Back the Idols

Case Study • Hiroaki Taki, Akie Suzuki, Kaori Yatsu, WARC Prize for Asian Strategy, Entrant, 2020

Confectionery brand Snickers collaborated with smartphone game Idol Master to appeal to young males and boost single-bar sales in Japan.

KFC: Machine Woos Man

Case Study • Daniel Khor, Aparna Krishnan, Samuel Lee, WARC Prize for Asian Strategy, Entrant, 2020

QSR brand KFC partnered with Google to create a targeted campaign based on a viewer's choice of YouTube videos to relaunch its Popcorn Chicken product in Malaysia.

Maxis: Dooit For Family

Case Study • Galen Lau, Bee Nee Ng, Rueben Lee, WARC Prize for Asian Strategy, Entrant, 2020

Telecoms network Maxis teamed up with mobile live-streamed trivia game Dooit Live to increase sign-ups in Malaysia.

Booking.com: Data-proofed social campaign

Case Study • Camille Lin, Linda Qin, Doris Xu, WARC Prize for Asian Strategy, Entrant, 2020

As a newcomer in China, Booking.com sought to build strong audience connections in what is a fiercely competitive online travel industry.

IM3 Ooredoo: The Reconnecting Track

Case Study • Nugroho Nurarifin, Elizabeth Inkan, Yohannes Muliady, Albenna Reevo, WARC Prize for Asian Strategy, Entrant, 2020

Telecoms operator IM3 Ooredoo created a multichannel campaign based on a song and music video to drive cultural relevance among Gen Z during Ramadan in Indonesia.

Brands must look long-term as COVID-19 alters SEA media consumption

Article • Scindya Datt, WARC Exclusive, August 2020

PHD’s Scindya Datt outlines the key shifts in Southeast Asia’s media consumption patterns and looks ahead to how brands can move beyond pandemic conditions.

Applying COVID-19 consumer tensions onto your brand decision-making

Article • Edward Lee, WARC Exclusive, August 2020

Examining the economic, habitual, attitudinal and social changes resulting from the pandemic.

VOZ: Australia’s measurement revolution

Article • Brian Carruthers, Event Reports, Mediatel Future of TV Advertising Global digital conference, July 2020

VOZ is Australia’s database that brings together viewing data for both linear TV and BVOD; local agencies and broadcasters describe it as a game changer.

Why marketers should embrace Share of Search as a metric

News • 07/08/2020

Share of search provides a useful metric that any marketer can use as a surprisingly accurate proxy for the important, but often expensive, calculation of a brand’s market share, says a leading planner.

New SVOD viewing habits will stick post-lockdown

News • 06/08/2020

In the debate about which consumer media habits will stick post-lockdown, new data from Ofcom suggests the shift to SVOD is here to stay.

Share of search: The most important metric you’ve never heard of

Article • James Hankins, WARC Exclusive, August 2020

Introduces ‘Share of Search’ and presents several useful and applicable techniques to help establish a nuanced picture of a brand’s context versus its competitor set.

What's working in entertainment & media

Article • WARC Category Intelligence, August 2020

Global strategies, campaign updates and trends in the entertainment and media category.