Covid-19 causes digital consumption to rise by over 30%, forming new and lasting consumer habits

The consumer shift to digital media has accelerated in the past 12 months, with online channels now set to take a greater share of retail, and TikTok’s expansion into social commerce being an even greater challenge to established platforms like Facebook. These findings by WARC, the international marketing intelligence service, are included in the latest Global Ad Trends report: COVID-19 One Year On, which outlines the new, long-term shifts in e-commerce, social media, online video and gaming for brands and consumers. E-commerce: $900bn more was spent at online retailers last…

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US advertising spend set to reach $128 billion in 2021

The US advertising economy is projected to be worth $218 billion this year, according to WARC Data. Since it has the largest spend in the world, the dynamic US ad market, even in a build-back year, is expected to be 15% bigger than APAC and 36% larger than EMEA.  The pandemic has accelerated changes in media consumption, which in turn has altered media allocation as consumers flock to streaming channels, but there are other major events that are shaking up the market as well. Cathy Taylor, US Commissioning Editor, WARC,…

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WARC launches Spotlight US, a special series offering guidance and insights to help brands market effectively in the United States

As the United States welcomed a new president, there remains concern among citizens and brands about the country’s deep polarization. WARC‘s first Spotlight US series, “Marketing in a polarized nation,” explores how brands can chart a path forward.  While some brands embrace polarization, WARC explains how most Americans are actually moderate, and many are looking to brands for trust, truth and even sanctuary during a time that remains disruptive. WARC Spotlight US is a new bimonthly series, with each edition focused on a timely topic geared towards helping brands market…

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UK Ad Spend To Recover Faster Than Key International Markets In 2021

The latest Advertising Association/WARC Expenditure Report expects the UK’s ad market to grow by 15.2% this year, an upgrade of 0.8 percentage points from the last forecast in October 2020. The preliminary estimate for growth in 2020 now stands at -7.9% with adspend of £23.17bn – a marked improvement (+6.6 percentage points) since the last outlook, owing mostly to brighter prospects for online platforms. The new forecasts show that the UK’s ad market will make up for 2020’s decline and accelerate further into growth this year, reaching a total of…

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Broadcast TV spend fell $34bn worldwide last year as advertisers moved money into streaming platforms

Advertising spend on broadcast television (excluding political ads) fell by $34bn worldwide last year as the coronavirus paralysed production and brands moved money into streaming platforms finds WARC, the international marketing intelligence service.  As the broadcast TV market ebbed last year, advertiser-funded video-on-demand (AVOD) services – including platforms such as Hulu, Peacock and YouTube – saw brand investment rise by 9.9% to a total of $26.7bn. Further, projections from Digital TV Research show that the AVOD market is set to double to a value of $54bn by 2025. Brand investment…

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