Tag: WARC

Global advertising spend to top $1trn for first time next year

Stuart Mitchell

A new study from WARC, the experts in marketing effectiveness, has found that global advertising spend is on course to grow 4.4% this year and a further 8.2% in 2024, by when expenditure will have topped $1trn for the first time. The new analysis, published today, for the first time combines data from WARC’s proprietary survey of media owners, industry bodies, ad agencies and research organisations in 100 markets worldwide with advertising revenue data from 40 of the largest media owners to offer a complete picture of advertising trade. The…

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A new era of programmatic advertising beckons but questions remain whether advertisers are prepared

Stuart Mitchell

WARC, the global authority on marketing effectiveness, has released The Future of Programmatic, the latest WARC strategy report produced in partnership with ID Comms, covering the major trends shaping programmatic advertising over the coming 12 months together with practical guidance for advertisers evolving their programmatic and ad tech capabilities. Programmatic advertising, in existence for more than a decade, is digital advertising that is bought, sold and placed using automated technologies and algorithms. According to Dentsu, nearly three quarters (71%) of digital spending will be transacted programmatically across various platforms in…

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Connected TV set to hit $26bn globally in 2023 – but no sign of a ‘hockey-stick’ moment

Stuart Mitchell

Advertising spend on Connected TV (CTV) is increasing as viewers and advertisers migrate from linear broadcast television. However, whilst CTV is keeping overall television spend stable, it is not yet attracting new dollars to the platform. As a result, CTV growth is three times slower than retail media at the same point in its development. Additionally, the ‘sell side’ of the market is fragmenting into smaller operators as linear TV spend declines (particularly in the US), transforming the economics of the TV market. WARC Media’s latest Global Advertising Trends report,…

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WARC reveals insights from the winners of the Cannes Creative Effectiveness Lions 2023

Stuart Mitchell

WARC, the global authority on marketing effectiveness, has today released ‘Creative Effectiveness Lions 2023 – Insights from the winners’, a report identifying trends and themes common to the award-winning campaigns of this year’s Cannes Creative Effectiveness Lions, celebrating the measurable impact of creativity. Based on judges’ commentary, interviews with winners and industry experts, the report reveals what an award-winning creative effectiveness entry looks like and provides practical tips and best practices for future entry papers. In addition, a data lens has been applied to the winners to reveal the most…

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New research from WARC’s Evolution of Marketing program finds 34% of consumers reducing out-of-home entertainment

Stuart Mitchell

WARC, the global authority on marketing effectiveness, has today launched Evolution of Marketing, a new content programme focusing on the future of the marketing discipline drawing on the latest evidence. The new programme will analyse emerging trends, technologies, media, social influences and other drivers of change relevant to marketers in a series of in-depth forward-looking reports. On the launch, Aditya Kishore, Insight Director, WARC, said: “Evolution of Marketing will provide marketers with insights and data to help answer two main questions: What will be the most effective marketing strategies in…

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