Tag: WARC

Strategists need to demonstrate their value amid a changing industry

Stuart Mitchell

Strategists worldwide are looking for opportunities to demonstrate their value, as budget cuts and the evolution of AI disrupt the discipline. These are key findings included in The Future of Strategy 2024 report, released today by WARC, the global authority on marketing effectiveness. This annual WARC study highlights key challenges facing agency strategists and outlines three ways to reignite the discipline, pivotal to the marketing ecosystem.  The research is based on a global survey with 1,148 strategists worldwide, the majority of which are agency-side, fielded between July-August 2024, as well…

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Spotify global advertising revenue forecast to reach $2.1bn in 2024 as the platform focuses on winning a share of video ad budgets

Stuart Mitchell

Spotify, the world’s most popular audio streaming subscription service, is now turning to opportunities in the video advertising space whilst making it easier for brands to run multi-media campaigns on the platform.  And, while Spotify is by no means a social platform, it is looking to better facilitate community and connection between fans and artists. Alex Brownsell, Head of Content, WARC Media, and author of the report, says: “Spotify is looking to expand beyond its sonic roots. The platform is eyeing opportunities in the video ad space, especially with video…

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Rituals unlock access to consumers’ deep emotional behaviours to support meaningful brand-building

Stuart Mitchell

WARC Advisory and creative, technology and media group, MSQ have released a whitepaper today, Harnessing the power of rituals: Where marketing meets meaning. This breakthrough research examines the role of rituals in consumers’ lives, how people participate in them and why, and explores the potential opportunities that brands can unlock: 72% of consumers surveyed incorporate brands into their rituals at least some of the time, 70% are very, or somewhat, open to adopting new rituals, and 39% feel more positively toward brands that become a part of rituals, the report…

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Establishing a culture of creative excellence drives greater impact for brands

Stuart Mitchell

WARC, the global authority on marketing effectiveness and the Association of National Advertisers (ANA), the U.S. advertising industry’s leading trade association, have today released a new white paper: ‘Building belief: What it takes to instill a culture of creative effectiveness’. The study is part of an ongoing series of initiatives from WARC and the ANA to help brands harness the benefits of creativity in advertising. Based on analysis from a global survey of 300+ brand owners worldwide conducted in January-February 2024, the research finds that while 71% of marketers agreed…

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

Stuart Mitchell

A new study from WARC, the experts in marketing effectiveness, has found that global advertising spend is on course to grow 10.5% this year to a total of $1.07trn – the best performance in six years if the post-Covid recovery of 2021 (+27.9% year-on-year) is disregarded.  Ad spend growth is also anticipated next year (+7.2%) and in 2026 (+7.0%), culminating in a global ad market worth $1.23trn. Global ad investment has more than doubled over the last decade, and has grown 2.8x faster than global economic output since 2014. Just…

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