Audience measurement

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Article • Sam Peña-Taylor, Event Reports, DMX Dublin, March 2021

Share of search has been shown to be a remarkably accurate proxy for share of voice and therefore market share – three experts consider its advantages and limitations.

Media strategy through volatility

Article • WARC Exclusive, April 2021

This report looks at the strategies and approaches of some of the world’s most awarded campaigns for media excellence in 2020.

How can Southeast Asia’s brands effectively partner for growth?

Opinion • Gabey Goh, March 2021

Marketing partnerships have long been an important marketing strategy for brands and businesses to drive revenue, expand their customer bases and meet and exceed future growth goals. In this edition of Spotlight Southeast Asia, WARC Asia Editor Gabey Goh looks at how COVID-19 has changed the playing field and takes a deep dive into what’s possible with partnerships that wasn’t before.

Brand partnerships: Consumer sentiment data

Article • WARC Exclusive, Spotlight SEA, April 2021

Analyses data from ongoing surveys of Southeast Asian consumers, provided by GWI and covering brand discovery, touching on brand interactions and brand research, and potentially feeding into strategies for brand partnerships.

What we know about addressable TV

Article • WARC Best Practice, March 2021

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

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

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.

In the US, local TV advertising resonates with pandemic consumers

Article • Bill Day, WARC Exclusive, Spotlight US, March 2021

Analyzes research from ten years of evaluating 5,000 local ads in the US, with an emphasis on how consumers responded to advertising during the pandemic.

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.

Pizza Hut: Female gamers' new hero

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

Pizza Hut, a restaurant chain, gave female esports gamers a new hero with its campaign in partnership with mobile game King of Glory in China.

Samsung: #SubtlySponsoredPost – How Samsung overtook Apple in a-not-so subtle way.

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2021

Samsung, a technology company, launched its #SubtlySponsoredPost campaign to promote the latest version of its Galaxy A Series smartphone in Australia.

InterPride: Global Pride Crossing

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2021

Interpride, an international organisation of producers of pride events, and the European Pride Organisers Association, a network of LGBTQI+ organisations, launched an international gamified virtual pride event: Global Pride Crossing.

Nike Live: Just Don't Quit

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Nike, a sportswear brand, launched a home workout series called Just Don't Quit via livestream in China to engage with frustrated athletes during the COVID-19 lockdown period.

Telstra: You don’t need Australia’s best network campaign…until you do

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2021

Telstra, a telco brand, focused on storytelling to convince Australia of its superiority in terms of network coverage.

Foodpanda: THE AHHH 2.0

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

foodpanda, the mobile food delivery company, increased orders in Hong Kong by launching targeted digital content to reach consumers during the COVID-19 pandemic.

Grand Seiko: Making Luxury a Virtual Experience

Case Study • SABRE Awards, IN2, North America, Best in Digital Promo & Activation, 2021

Grand Seiko, a Japanese maker of watches, clocks and electronic devices, launched a wearable Instagram filter as part of a digital event to promote its new Toge Special Edition watch during the Coronavirus pandemic.

Burrow: Diffusion for Burrow – Achieving PR ROI Through Data-Driven Media Strategy & Measurement

Case Study • SABRE Awards, IN2, North America, Best in Measurement, Post-Campaign Analysis, 2021

Burrow, a furniture brand, increased sales by leveraging an existing programme to hit newfound relevancy during the COVID-19 pandemic in the US.

Microsoft Teams: Solving Video Fatigue through Together Mode

Case Study • SABRE Awards, IN2, North America, Technology/Clean Energy/Green Energy, 2021

Microsoft Teams, a business communicant platform, positioned its product Together Mode to help people working from home worldwide feel more connected to their colleagues and decrease mental fatigue.

Prodoscore: How Prodoscore Makes Work from Home Actually Work

Case Study • SABRE Awards, IN2, North America, Best New Company/Executive Launch, 2021

Bospar, a tech PR firm, positioned Prodoscore, a brand of productivity intelligence software, as the ideal way of maintaining productivity while working from home (WFH) in the US.

Mucinex: Beat the Zombie Funk with Mucinex

Case Study • SABRE Awards, IN2, North America, Best Earned Media with Influencers and Communities, 2021

Mucinex, the cold and flu medicine brand, launched a pop-up event and series on TikTok to promote its new Nightshift medicine among younger consumers.

What we know about newsbrand audiences

Article • WARC Best Practice, February 2021

Considers the current thinking and reading on the subject of newspaper audiences, an evolving and complicated demographic that must now be measured across the channels on which news is read.

Media generation gap widens during lockdown

News • 09 February 2021

There was a significant drop in the correlation between how the younger and older generations spent their time with commercial media during lockdown 2020, a new IPA report finds.

Promina: Homemade ‘Easy-to-Cook for Baby’ Mobile Campaign

Case Study • MMA Smarties, Bronze, Indonesia, 2020

Promina, a baby food brand, launched a gamified ad on Indonesia's leading e-commerce platforms to promote Promina Homemade, an easy-to-cook baby food.

Top Trends in Media and Society for 2021

Article • Dan Calladine, WARC Webinars, January 2021

Dan Calladine, head of media futures at Carat, discusses key insights from its recently released annual report which highlights twelve societal and media trends – and their implications for brands.

Mermaids: Re-educating Google

Case Study • DMA (UK), Silver, 2020

Mermaids, a charity that supports transgender children, tackled Google’s algorithm by launching a search-based campaign to ensure parents’ most Googled questions were given accurate answers through links to its website.

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.
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 combining TV with digital media

Article • WARC Best Practice, July 2020

Provides marketers with information and guidance about combining TV and digital media strategies.
Share of search: The most important metric you’ve never heard of

Article • James Hankins, WARC Exclusive, January 2021

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.
The strategies working in COVID-19 specific communications

Article • Sam Peña-Taylor, Event Reports, Kantar Webinar, April 2020

Research from Kantar assesses how advertising addressing the coronavirus is landing with consumers.
What we know about TV audiences

Article • WARC Best Practice, December 2020

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.