Brands face challenges in planning for quality marketing in an AI-driven world

After a challenging 2023, WARC Media predicts global advertising spend will double its growth in 2024 with spend expected to top $1 trillion for the first time. Just five companies – Alibaba, Alphabet, Amazon, Bytedance and Meta – are forecast to attract over half (51.9%) of global advertising spend this year as their ad revenues rise by 10.7%.  Key to this growth is the adoption of artificial intelligence (AI). However, the growth of AI raises challenging questions about media quality and the future of advertising on the open internet.  With…

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Jury chairs named for The WARC Awards 2024

The WARC Awards for Effectiveness 2024 have named the 15 jury chairs that will guide the juries to award the best marketing campaigns from around the world that deliver strategic brilliance and effective impact to drive commercial success. The jury chairs will lead the judging process for their respective regions – Asia Pacific, Europe, Middle East and Africa, Latin America, and North America – to select the Gold, Silver and Bronze winners across 12 categories. Working together as a super jury, they will go on to award the highly sought…

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Record £9.5bn to be Spent During Christmas Advertising Season

Advertisers are set to spend a record £9.5bn during the Christmas season, according to new data released by the Advertising Association (AA) and WARC. This is a 4.8% increase from last year’s record spend of £9bn and demonstrates the continued importance of advertising to the economy during the festive period. Further research conducted by the Advertising Association for this year’s Christmas advertising season revealed nearly half (48%) of all adults credit Christmas ads with helping to spark gift ideas, while 70% of young adults (25-34) find Christmas ads to be…

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Nearly three-quarters (70%) of marketers plan to unlock the potential of Generative AI in their marketing

Socio-political polarization, the potential of generative AI, masculinity in crisis, “sportswashing”, and community-based sustainability are five key trends that have reached an inflection point and will shape global marketing strategies in 2024, as revealed in WARC’s Marketer’s Toolkit 2024 released today.  Now in its 13th year, The Marketer’s Toolkit 2024 provides marketers with strategic support for planning and decision-making to help navigate the challenges and benefit from the opportunities in the coming year. The trend identification for the report is based on WARC’s new proprietary GEISTE methodology (Government, Economy, Industry,…

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New study from WARC and Royal Mail Marketreach reveals how mail commands high levels of meaningful media attention

WARC, the global authority on marketing effectiveness, unveiled today the results of an in-depth study conducted in partnership with Marketreach, the marketing authority on commercial mail, on the relationship between attention and mail to reflect the true power of the mail’s engagement as a marketing channel. For the first time, following ground-breaking research, ‘The Attention Advantage: Exploring the impact of mail in an attention-scarce world’ report reveals how much attention people are giving their mail across different mail types, the value of this attention, and the role of mail in…

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