Tag: WARC

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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Marketers return to MMM to evaluate the effectiveness of multi-channel campaigns in a complex media and retail environment

Stuart Mitchell

Advertising budgets are under increasing scrutiny and rapidly-changing retail conditions are demanding improved solutions for justifying and optimising marketing investments. A focus on evidence-based planning and durable measurement solutions is driving a return to Marketing Mix Modelling (MMM). The availability of more accurate, timely and relevant ‘always-on’ data is now being utilised to advance analysis, making MMM state-of-the-art for today’s complex media and retail environment. Next wave measurement: Marketing mix modelling in the age of retail media, is a new report released today by WARC in collaboration with Amazon Ads.…

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Align, Build and Embed (ABE) – a new framework for brands to drive a culture of creative impact

Stuart Mitchell

WARC, the global authority on marketing effectiveness, in association with LIONS and the Association of National Advertisers (ANA), has released a white paper, ‘Building a culture of creative effectiveness’, outlining a new three-step framework to help brands develop a culture of creative impact to unlock growth. The key challenges this white paper aims to solve is how marketing leaders can build a culture where creative marketing communications can be used to drive commercial outcomes and support the broader business agenda. And, in particular, where creativity can be applied to build…

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UK ad spend grew 8.8% in 2022 to reach £34.8bn

Stuart Mitchell

The Advertising Association / WARC Expenditure Report shows the UK’s ad market grew 8.8% to £34.8bn in 2022, despite a dip in the final quarter of the year. Revised forecasts suggest minimal growth (+0.5%) in 2023, with spend expected to reach £35.0bn, before a 3.9% rise in 2024 to a total of £36.3bn. The revisions follow confirmation that UK advertising spend fell by 5.8% to a total of £8.6bn between October and December 2022, the first time spend had decreased during a fourth quarter since 2009.  2023 projections have been downgraded…

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YouTube’s global advertising revenue is set to rise 4.0% in 2023 to reach $30.4bn – double the rate of growth recorded last year

Stuart Mitchell

YouTube, hit hard by the digital ad market slowdown, remains popular among consumers. It reaches half of all internet users globally (2.07 billion), and commands a strong position in the online video advertising market.  With advertising investment forecast to reach $30.4bn globally, the Alphabet owned video platform is actively looking for ways to forge deeper connections with viewers, creators and brands through multi-format video strategies.   YouTube is prioritising Shorts and Connected TV engagement, and is innovating with unskippable 30s ads and “pause experiences” on TV to help marketers engage audiences…

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