Tag: WARC

Podcast publishers expand into video to boost growth as advertising investment gains remain slow

Stuart Mitchell

Podcasts are growing in cultural and political influence, but growth in podcast advertising spend remains slow. Publishers and platforms are looking to address this by expanding beyond audio, with a greater focus on creators and video content, according to WARC Media’s latest Global Ad Trends report, ‘Podcast media sets sights on video boom’. Alex Brownsell, Head of Content, WARC Media, says: “Podcasts are having a moment. Fresh from seemingly helping Donald Trump to win last year’s ‘podcast election’ in the US, brands are reappraising the medium through fresh eyes. “However,…

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UK ad spend rose 9.7% to £10.6bn in Q3 2024

Stuart Mitchell

The latest quarterly data from the Advertising Association and WARC’s Expenditure Report show UK ad spend rose 9.7% to £10.6bn during the third quarter of 2024. This marks the first time ad spend has exceeded the £10bn barrier in Q3, largely attributed to improved performance for search and robust growth for other online formats. The UK advertising market is forecast to have grown by 11.2% overall in 2024, an upgrade of 0.6 percentage points (pp) from the October forecast, with full year spend expected to reach £40.7bn. Channels expecting to…

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CMOs need to plan for ‘The Multiplier Effect’ between brand and performance techniques

Stuart Mitchell

As marketing enters the next phase of change, one steered by algorithm-driven media and AI-generated creative, and faces even greater pressure to deliver results, ground-breaking research is presented in a new report, The Multiplier Effect – a CMO’s guide to brand building in the performance era, to help marketers better understand how to deliver high-impact advertising. Based on insights and data from a first-of-its kind coalition of marketing effectiveness experts, the report – published by WARC in partnership with Analytic Partners, BERA.ai, Prophet and System1 – makes a data-driven case…

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Media in 2025: defined by abundance, driven by algorithms

Stuart Mitchell

WARC’s latest forecasts show that global advertising spend surpassed $1trn for the first time in 2024, and is expected to grow 10.7% this year, to a total of $1.08trn. Global ad spend has more than doubled over the last decade, growing 2.8x faster than global economic output since 2014, with more media channels available to marketers than ever before. The Future of Media 2025 report takes a look at how the endless optionality within the media ecosystem creates new opportunities for marketers to drive effectiveness and deliver growth. It looks…

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Facebook global advertising revenue to surpass $100bn in 2024 fuelled by innovation in AI and commerce to attract Gen Z

Stuart Mitchell

Social media pioneer Facebook has withstood the changing tides of digital global advertising for more than two decades. Still reigning with advertising revenue set to top $100bn this year, and a global advertising audience of 2.2 billion, Facebook is both the most-populous and best-monetised social media platform in the world. Its revival since 2022 has been fuelled by APAC advertisers targeting Western consumers, alongside the fruits of AI innovation and a pivot away from targeting in favour of outcomes. Alex Brownsell, Head of Content, WARC Media, and author of the…

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