Media & publishing

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Social commerce grows with TikTok/Shopify deal

News • 29 October 2020

Shopify, the Canadian e-commerce platform, has signed a deal with TikTok to allow its merchants to create and show shoppable content on the video-sharing site.

What we know about marketing on TikTok

Article • WARC Best Practice, October 2020

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.

Google designs apps to attract the next wave of internet users

News • 26 October 2020

Tech giant Google is developing a suite of apps for consumers in under-served markets who have limited or no internet skills, as it seeks to expand its services beyond the first three billion people in the world who already go online.

CMO Conversations: Trevor Johnson, Head of Marketing - Global Business Solutions, Europe, TikTok

Opinion • Alex Brownsell, October 2020

2020 will go down as the year in which TikTok tipped into the media mainstream. Trevor Johnson, the social video app’s Head of Marketing, Global Business Solutions, Europe, talks to Alex Brownsell for the WARC Marketer’s Toolkit 2021 about how brands should go about engaging – and selling to – its growing number of users.

The Wall Street Journal and Dow Jones' strategy for a cookieless future

Article • Sam Peña-Taylor, Event Reports, DMEXCO @home, September 2020

Dow Jones’ financial information products are pursuing a subscription strategy in tandem with building reach using partnerships with platforms.

TikTok experiences surging growth in Europe

News • 04 October 2020

TikTok, the short-form video-sharing social network, is recording phenomenal growth in western Europe as more people seek entertainment during lockdowns that have been imposed to combat the coronavirus pandemic.

Twitch has its pithy take on the presidential election debate

News • 01 October 2020

It is estimated that 73.

Verizon Media looks to a world beyond keyword blocking

Article • Brian Carruthers, Event Reports, DMEXCO @home, September 2020

This article examines Verizon Media’s pan-European research into the value of news and journalism.

The secrets behind a successful TikTok brand campaign

News • 29 September 2020

New research sheds light on how the most successful marketing campaigns work on the social media platform TikTok.

How Bloomberg is riding out the pandemic

News • 24 September 2020

Media owners must find a sweet spot in the balance between reader and advertiser revenue to be able to absorb market shocks and Bloomberg Media believes it is getting closer to that optimal business model.

It’s high time for media’s autumnal refresh

Opinion • James Shoreland, September 2020

Brands should be concerned with a potential reduction in opportunities to align themselves with culturally-relevant content, writes James Shoreland.

Why Bloomberg Media’s next move will be to launch an OTT service

Article • Alex Brownsell, Event Reports, FIPP World Media Congress, September 2020

How Bloomberg Media is adjusting its content strategy to the post-pandemic market.

The ad refresh conversation completely misses the point

Opinion • Babac Vafaey, September 2020

With no minimum standards, ad refresh is a Wild West; it’s time, says Babac Vafaey, to agree on best practice and to focus on engagement.

What Oracle’s TikTok deal means

News • 15 September 2020

News that ByteDance, the owner of TikTok, has reached a “technical partnership” with US tech firm Oracle for TikTok’s US operations opens the way for advertisers to continue spending on the platform.

Amazon brings Twitch inventory into the mainstream

News • 14 September 2020

Twitch, the service known for game-streaming, though capable of broadcasting much more, is now selling inventory on Amazon’s Advertising platform, in an attempt to smooth brands’ access to an important new audience.

UK youngsters less stressed during lockdown as they turn to TikTok

News • 09 September 2020

The mood of young people in the 15- to 24-year-old age group improved during the first few weeks of lockdown, new research suggests.

Spotify: A new soundtrack for the longest Christmas in the world

Case Study • Paolo Juarez Broma, WARC Prize for Asian Strategy, Entrant, 2020

Music streaming service Spotify used a radio roadblock and Facebook to leverage the cultural activity of the Ber Months in the Philippines, to drive consideration and strengthen its equity around 'discovery'.

Spotify: The Beat of a Billion

Case Study • Dheeraj Sinha, Noor Samra, Amrita Varma, WARC Prize for Asian Strategy, Entrant, 2020

Spotify needed a strong debut in India to acquire 10% of young international streamers and build its user base so it used data to compose a track that embodied the sounds Indians loved, and promoted it with a digital campaign.

Spotify: Sunte Ja

Case Study • Dheeraj Sinha, Noor Samra, Amrita Varma, WARC Prize for Asian Strategy, Entrant, 2020

Spotify was sixth to market in India; to increase its user base by three-fold, grow time spent on the app by 30% and position itself as a mass rather than youth brand it ran a multi-channel campaign to create relevance and own the category codes of largest and latest music collection.

Spotify: There's a playlist for that

Case Study • Dheeraj Sinha, Noor Samra, Amrita Varma, WARC Prize for Asian Strategy, Entrant, 2020

Spotify India ran a multi-channel, localised campaign to support its launch, grow monthly active users (MAU) by 50%, gain 5% TOM and win social media share of voice.

Facebook’s dispute with Apple over iOS 14 hints at a discordant post-cookie landscape

News • 31 August 2020

Apple and Facebook have clashed over the need for app developers to secure permission to collect user data, and the dispute is likely to have major ramifications for brands and publishers.

Brands can take advantage of new media opportunities in SEA

News • 27 August 2020

Consumers across Southeast Asia experimented with new apps as a way of staying connected during lockdown – and that has created opportunities for brands willing to take a risk, says PHD’s Scindya Datt.

The social commerce opportunity

News • 16 August 2020

The launch of Facebook Shops is another sign that the West is following the example of Asia – and China in particular – when it comes to social commerce and this is likely to redefine how brands use social channels to meet advertising goals.

iQiyi explores new business model

News • 09 August 2020

Video-streaming platform iQiyi is increasingly venturing into the offline retail space, leveraging the power of its shows to get involved with brands and KOLs in a new way.

ICYMI

News • 09 August 2020

Five things you might have missed from last week, including TikTok, Vivo, Beyond Meat and Uber.

What we know about marketing on TikTok

Article • WARC Best Practice, October 2020

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.
A guide to TikTok for brands

Article • Frances Sinclair, WARC Best Practice, February 2020

A guide to using social video app TikTok as a marketing platform, including its organic and paid advertising opportunities, working with TikTok influencers, and how to measure performance.
TikTok: Understanding the only global social platform

Article • Riki Li, WARC Exclusive, December 2019

An introductory guide to Chinese social video app TikTok, including how brands can use the platform to engage with ‘fans’ and consumers.
The Media Landscape

Article • GroupM, Research on WARC, October 2019

GroupM looks at the media landscape through the prism of the expenditure of large advertisers and examines some of the key protagonists that affect media supply.
Trend snapshot: TikTok

Article • Alex Brownsell, WARC Trends, May 2019

Explores the growing popularity of TikTok, a mobile video app with a global userbase among teen and young adult audiences, and what opportunities the platform presents for marketers.
BigPond - Why emotional differentiation wins

Case Study • Hristos Varouhas, Jamie Mackay and Kent Pearson, Account Planning Group Australia, Grand Prix, Creative Planning Awards, 2006, pp. 0-0

Despite significant marketing investment, prior to mid 2004 growth in the Australian broadband internet market had stalled at around 6% household penetration, well below that of similar OECD countries like UK, Canada and South Korea at the time.