Tag: WARC

Global Linear TV ad spend drops to $143.9 billion this year as viewers increasingly transition to streaming

Stuart Mitchell

The shape of television media is changing, as consumers shift from linear TV (traditional) to connected TV (streaming video viewed on a smart TV or a TV connected to the internet) and the opportunity of TV advertising becomes more addressable. This transition has prompted a debate about what counts as television in 2025 – and whether TV advertising should be defined by format, device or media owner. WARC’s latest Global Ad Trends: The changing shape of TV report explores a decade of ad spend data to understand linear TV’s decline…

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WARC reveals insights from the winners of the Cannes Creative Effectiveness Lions 2025

Stuart Mitchell

Prioritising consistent creative and embracing fun and disruption are the keys to success, according to a new report by WARC, the global authority on marketing effectiveness. ‘Creative Effectiveness Lions 2025 – Insights from the winners’, identifies trends and themes common to the award-winning campaigns of this year’s Cannes Creative Effectiveness Lions, rewarding creativity that has also met business goals and driven sustainable impact over time. Based on WARC’s analysis of the entries and the jury’s deliberations, the report unearths insights into what makes a campaign both creative and effective, offers…

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Consumers act with intention amidst uncertainty

Stuart Mitchell

WARC has released its 2025 Global Consumer Trends report exploring the key issues that will influence consumer purchase decisions across brands and categories over the next year. Based on a comprehensive set of GWI surveys across 54 markets combined with WARC’s own research, case studies and analysis, the report focuses on five broad trends influencing brand selection: The widening cost-of-living gap, increasing trust in individual creators, AI assistants disrupting the purchase journey, consumers’ proactive approach to health, and the rise of alternative social activities. Stephanie Siew, Senior Research Executive, WARC,…

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Brands’ desire to tap engaged communities pushes Reddit’s advertising revenue to $1.8bn this year

Stuart Mitchell

Since Reddit’s initial public offering (IPO) last year, the platform has captured the media industry’s attention with its robust high-double-digit advertising revenue growth, pushing ad income to a forecast $1.8bn this year, finds WARC.  Striving to be an “alternative to social media”, Reddit’s conversational and text-oriented engagement style gathers like-minded people, while users’ highly targeted search behaviour enables brands to be discovered organically. AI ad targeting and content licensing agreements are further advancing its upward trajectory.  Celeste Huang, Media Insights Analyst, WARC Media, and author of the report, said: “Reddit’s…

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The Future of Programmatic 2025: new research by WARC explores major trends in programmatic advertising

Stuart Mitchell

WARC’s The Future of Programmatic 2025 report, released today, highlights emerging trends in programmatic. Based on insights from both WARC and external research, it provides an overview of the programmatic marketplace, a deep-dive into three specific trends – the rise of sell-side curation, AI-powered brand safety, and the growth of programmatic out-of-home advertising – and includes practical guidance for marketers evolving their programmatic and ad tech capabilities. Paul Stringer, Managing Editor, Research and Insights, WARC, says: “The past few years have been challenging for open web programmatic advertising due to…

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