Raising your game: driving effectiveness with online video

An invitation-only event saw 25 marketing professionals gather for an afternoon of presentations and discussions with global insights leaders Warc and programmatic video specialists Unruly.Here are four takeaways from the session:

1. Social leads the way in the modern media mix

“As audiences move online, so advertisers must follow. The ‘Lead Media’ across Warc 100 campaigns for 2016 proved to be social media, far ahead of TV and Out-Of-Home,” said Ed Pank, Managing Director, Asia at Warc.

2. The new ABCs for online creative consideration: ad blocking & content

With the number of ad blocking downloads on the rise, the importance of content as both a far more engaging alternative to static display advertising as well as a means to circumvent ad blockers is something brands must consider when it comes to online creative.

3. Sharing is caring… and the metric that really counts

To build on that point, Greg Fournier, Director of Strategic Partnerships APAC, Unruly, continued “Likes don’t mean anything but sharing is caring…. about your brand”. Genuine audience engagement is demonstrated when people care enough to go beyond clicking the ‘like’ button to actually sharing the content that your brand has developed.

4. Make ‘em cry… but only if you really need to!

It can be hard for regional marketers to successfully define the common thread across a region as culturally and racially diverse as Asia; while humour tends to be supremely local and must be contextualized for success, sadness tends to know no barriers. “Think of all the ‘epic’ pieces of online content that tend to get shared across the region and you’ll notice one thing – they usually leave you slightly weepy,” said Fournier.

The next WFA CMOFORUM will be in Hong Kong on Tuesday, 25^th October. For more information on the session or other events in the region, please contact Ranji David – Marketing Director, Asia r.david@wfanet.org.