Tag: WARC

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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Declining addressability, brand safety and ad fraud are set to define programmatic advertising over the next year

Stuart Mitchell

WARC has recently released The Future of Programmatic 2024, a report 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 is digital advertising that is bought, sold and placed using automated technologies and algorithms. The report highlights key trends across five different areas: programmatic priorities and concerns, signal loss and cookie deprecation, supply chain transparency, sustainability, and spending intentions. Findings are based on an exclusive survey of 100 programmatic experts, conducted in…

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B2B Promise to the Customer campaigns are 3x more likely to grow market share – a new WARC x LinkedIn’s B2B Institute white paper

Stuart Mitchell

WARC Advisory in partnership with The B2B Institute, LinkedIn’s marketing think tank, and strategy expert Roger Martin today published “Making a promise to the business customer: Why Customer Promise campaigns are even more effective in B2B than B2C”. This new white paper will help business-to-business (B2B) marketers understand why placing a clear Customer Promise at the heart of their strategy – chiefly a promise that is memorable, deliverable, and valuable – is more likely to bear brand building and commercial rewards. This is the second edition of last year’s report,…

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Gaming worth $184bn globally but advertiser spend is fractional – WARC Global Ad Trends

Stuart Mitchell

Gaming has a vast global audience and is a key driver of culture, yet in-game advertising spend remains stubbornly low, according to WARC Media’s latest Global Ad Trends report, ‘Gaming: Advertising’s untapped opportunity’ released today. Alex Brownsell, Head of WARC Media, says: “Gaming is huge, both in audience and cultural impact, and its highly complex ecosystem spans devices and platforms defying conventional definitions of a channel. Gaming has long been heralded as a vital emerging opportunity for brands, particularly those wanting to reach younger audiences.  “However, in-game advertising spend remains…

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Consumer confidence shows signs of improvement as three in five (61%) say their finances will improve in the next six months

Stuart Mitchell

WARC has released its 2024 Global Consumer Trends report exploring the key issues that will influence consumer purchase decisions across brands and categories, with additional regional highlights for Asia-Pacific, Europe and North America. Based on a comprehensive set of GWI surveys combined with WARC’s own research, case studies and analysis, the reports provide a view of the major issues facing the advertising industry through the lens of the consumer, with suggestions to help businesses create the most impact in the coming year.  Stephanie Siew, Senior Research Executive, WARC, says: “2023…

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