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'.

Adspend on OTT platforms double as advertiser mix shifts in India

News • 21 May 2020

Advertisers in India have shifted media budgets to OTT channels in tandem with the spike in media consumption since lockdown measures were put in place on 25 March.

Livestreaming booms in China as the country comes out of lockdown

News • 20 May 2020

China’s retailers, big and small, focused on selling online out of necessity during the COVID-19 crisis – and livestreaming of content to sell goods proved a huge success.

Balancing context and creative for COVID-19 messaging

News • 15 May 2020

Brands seeking to deliver a coronavirus-focused video message need to concentrate as much on the environment surrounding this material as the creative execution, according to a new study.

How livestreaming enabled Ambev to connect with Brazilian consumers during COVID-19

Article • Stephen Whiteside, WARC COVID-19 Series, May 2020

Ambev, the brewer, has tapped the power of livestreaming to connect with Brazilian consumers during the COVID-19 pandemic.

Livestreaming audience in China hits half a billion

News • 13 May 2020

The number of livestreaming users reached 560 million in China as of March this year, official figures show, a number that accounts for 62% of the country’s total number of internet users.

The ‘new normal’: Online video comes of age and how brands can benefit

Article • Jennifer Quigley-Jones, WARC Exclusive, May 2020

Offers advice on how to work with influencers on online video platforms like YouTube and TikTok during the COVID-19 lockdown.

COVID-19: The impact on Indian consumer sentiments

Article • Research on WARC, May 2020

Provides insights into the outlook of Indians towards the COVID-19 pandemic, the changing consumer sentiments, and evolving media consumption in India.

German Rail: No Need to Fly – Around the World in Germany

Case Study • Isabelle Schnellbuegel, Carla Funk, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Rail operator German Rail created a data-driven social media campaign based on CO2 consumption to publicise its summer promotional tickets and domestic travel in Germany.

Change the Ref: #NotAJoke

Case Study • Jimmy George, Courtney Calvert, Annabelle Butler, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Non-profit gun safety organisation Change The Ref used the comedian Louis CK and his words about shooting victims to create a stand-up 'comedy' act to bring gun-control conversation into pop culture in the US.

The evolution of social media through COVID-19

Article • Mobbie Nazir, WARC COVID-19 Series, April 2020

Explores the ways in which coronavirus is changing social media marketing.

WWF: Great Work – WWF's Black Friday twist

Case Study • Rosanna Irwin, Tamsyn O’Connor, WARC Awards, Shortlisted, Effective Social Strategy, 2020

World Wide Fund for Nature the wildlife conservation charity ran a Black Friday promotion with a twist to drive endangered animal adoptions in the UK.

JetBlue: Go Get Gifted

Case Study • Ellie Gogan-Tilstone, Lindsay Cardinale, Annabelle Butler, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Low-cost airline JetBlue launched a digital and social campaign offering travellers the chance to send themselves gift-wrapped to their families to improve the key metric of 'first choice airline' during the holiday season in the US.

What marketers need to know about mobile in-app video advertising in India

Article • WARC Best Practice, April 2020

AnyMind Group’s Vaibhav Odhekar provides an overview and guide to in-app advertising in India.

Instagram X Columbia Records: Mark Ronson – Pieces of Us

Case Study • Jane Kinnaird, Philippe Naughton, WARC Awards, Entrant, Effective Innovation, 2020

Social media platform Instagram, and music label Columbia Records, collaborated in the UK on the first truly native Instagram music video.

Clear: Wait for my rock!

Case Study • Ma Miaojun, Xiong Ying, Wu Shufeng, Yu Junqiu, WARC Awards, Entrant, Effective Innovation, 2020

Clear shampoo's traditional education-based marketing strategy was not reaching Chinese Gen Z consumers so it partnered with a popular programme on the iQiyi video platform to run a campaign focused on individualism.

Rice Krispies Treats: Krispie Kitchen

Case Study • Jessica Perrin, WARC Awards, Entrant, Effective Innovation, 2020

Confectionery brand Rice Krispies Treats increased sales during the holiday period in the US with Krispie Kitchen, an immersive, Christmas treat-making experience with Google Assistant.

The Alzheimer Foundation of Thailand: MEMO_o_ke

Case Study • Kongpope Siriwattanagarn, Tanachai Sutthisareesakul, Nattanyaporn Jiragoontansiri, WARC Awards, Entrant, Effective Innovation, 2020

Health organisation The Alzheimer Foundation of Thailand created a tool to help slow the rise of Alzheimer's disease in Thailand.

Honda: Honda SENSING Cart

Case Study • Mark Leong, David Lim, WARC Awards, Entrant, Effective Innovation, 2020

Auto manufacturer Honda hit on an innovative way to simulate a test drive that allowed it to reclaim market share and demonstrate to Malaysian consumers how advanced safety technology can benefit drivers.

DB Export: I'm Drinking It For You

Case Study • Ahmad Salim, James Tucker, WARC Awards, Shortlisted, Effective Content Strategy, 2020

Beer brand DB used a multiplatform takeover encompassing TV, radio, print, digital, social and experiential to launch its DB Export Gold Extra Low-Carb Beer in New Zealand.