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What we know about wearout and decay

Article • WARC Best Practice, October 2021

This article provides marketers with information and guidance about avoiding advertising wearout and decay.

Marketing budget growth has slowed in recent months

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of global marketing budgets by medium between May and September 2021.

B2B marketers use broader range of channels than B2C

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of marketing channels used by B2B and B2C companies.

57% of advertisers to spend more on addressable TV

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of planned increases in video advertising spend by ad format in Australia, France, Germany, the UK and the United States.

How much is too much? Revisiting the thorny issue of frequency management

Opinion • Alex Brownsell, September 2021

Fresh research is helping advertisers to better understand how many ad exposures are required to ensure an effective campaign, writes WARC’s Alex Brownsell.

What we know about the context and positioning of TV ads

Article • WARC Best Practice, September 2021

This article provides marketers with information and guidance about the effective positioning of TV ads.

Strategies for more effective six-second video advertisements: Making the most of 144 frames

Research Paper • Colin Campbell and Erin Pearson, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 260-275

Six-second advertisements are a recent advertising format growing in popularity. Despite their growth, little insight exists on how to craft successful six-second advertisements.

Online video and influencer budgets to see biggest increase in 2022

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of the change in media budgets by senior marketers in 2022.

Getting OTT on privacy

Opinion • Nial Ferguson, August 2021

The debate around consumer data and privacy has focused largely on the big ad tech players, but OTT businesses shouldn’t be complacent, cautions Sourcepoint’s Nial Ferguson.

Decoding connected TV measurement

Article • Jessica Hogue, WARC Exclusive, August 2021

A summary of research by Innovid and the Association of National Advertisers (ANA).

HFSS and the future of grocery retail: Unpacking the new rules

Article • WARC Exclusive, August 2021

Examines the implications of the new HFSS (high in fat, sugar and salt) food laws in the UK, and particularly their impact on marketers.

What we know about TV and video ad length

Article • WARC Best Practice, August 2021

Provides marketers with information and guidance about determining the optimal TV ad length.

Myanmar communication landscape

Article • Vero, Research on WARC, August 2021

Creative agency Vero’s “Myanmar Communication Landscape” report outlines the changes while offering insights and information based on both external data and personal observations.

With screens everywhere, brands in Brazil should enter the conversation

Article • Manzar Feres, WARC Exclusive, Spotlight Brazil, August 2021

Examines how the pandemic, and the proliferation of viewing options, created new avenues for marketers to connect with consumers.

Radio budgets growing after steep cuts last year

Data • Rob Clapp, WARC Data Points (Curated), July 2021

An overview of global marketing budgets by medium between January and July 2021.

Connected TV accounts for half of all video ad impressions

Data • Rob Clapp, WARC Data Points (Curated), July 2021

An overview of digital video advertising impressions on connected TV, mobile and PC devices.

What we know about combining TV with digital media

Article • WARC Best Practice, July 2021

Provides marketers with information and guidance about combining TV and digital media strategies.

Linear TV inflation accelerates while advanced TV costs are stable

Data • Rob Clapp, WARC Data Points (Curated), July 2021

An overview of media inflation for linear and advanced TV in the United States.

Do you need online ads to drive online sales?

Article • WARC Exclusive, July 2021

Part of the WARC series ‘Rethinking brand for the rise of digital commerce’, this report asks whether the assumption that online sales require online ads needs to be challenged.

Out-of-home budgets see growth for first time since COVID-19

Data • Rob Clapp, WARC Data Points (Curated), July 2021

An overview of global marketing budgets by medium between January and June 2021.

Linear TV ad impressions falling in major markets

Data • Rob Clapp, WARC Data Points (Curated), June 2021

An overview of linear TV's daily reach and consumption in Australia, Germany, the UK and the United States.

TV and OOH budget recovery accelerated in May

Data • Rob Clapp, WARC Data Points (Curated), June 2021

An overview of global marketing budgets by medium.

What's working in TV

Article • WARC Category Intelligence, May 2021

Global strategies, campaign updates and trends in TV.

Emerging Stronger - Building Brands in a Transformed World

Article • GroupM, Research on WARC, March, 2021

This report considers how where brands can handle a world dominated by e-commerce, how global marketers can deal with the mass migration from linear TV to streaming services, and how brands can establish trust and credibility among consumers.

IAB Europe guide to brand safety in CTV

Article • Research on WARC, May 2021

As a new channel, CTV presents a huge opportunity for advertisers to reach engaged audiences with the right message, but to ensure it is being optimised and used effectively, the right context is also key.

What we know about combining TV with digital media

Article • WARC Best Practice, July 2021

Provides marketers with information and guidance about combining TV and digital media strategies.
The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.
What we know about TV effectiveness

Article • WARC Best Practice, March 2021

Explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.
What we know about wearout and decay

Article • WARC Best Practice, October 2021

This article provides marketers with information and guidance about avoiding advertising wearout and decay.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
Media allocation report

Data • WARC Data, December 2020

Using its database of effective advertising campaigns, WARC analysed over 1,400 case studies that contained budget and media allocation information.