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Online video and social advertising to accelerate this year

Data • Rob Clapp, WARC Data Points, April 2021

An overview of global media investment in 2020 and 2021.

What we know about addressable TV

Article • WARC Best Practice, March 2021

This article provides marketers with information and guidance about using advanced targeted approaches offered by addressable TV.

As viewership across ages and demographics, shifts, the pandemic highlights the need for more balanced media plans

Opinion • Ben Speight, March 2021

This article is part of the March 2021 Spotlight US series, “Media strategies for a shifting US landscape.” Read more

Recommendations for commingling set-top box data and Smart TV ACR Data

Article • Jane Clarke, Howard Shimmel, and Gerard Broussard, WARC Exclusive, Spotlight US, March 2021

Examines best practices for integrating data in the US from both set-top boxes (STBs) and Smart TVs, based on a study of providers.

In the US, local TV advertising resonates with pandemic consumers

Article • Bill Day, WARC Exclusive, Spotlight US, March 2021

Analyzes research from ten years of evaluating 5,000 local ads in the US, with an emphasis on how consumers responded to advertising during the pandemic.

How TV’s new data-driven capabilities are driving new brands to TV advertising

Article • Dave Morgan, WARC Best Practice, Spotlight US, March 2021

Examines how the increased targeting capabilities of data-driven TV has allowed new advertisers to enter the medium at lower price points.

Re-writing the US TV ad sales upfronts for an effective and efficient future

Article • Mike Piner, WARC Exclusive, Spotlight US, March 2021

Looks at the legacy business model of the US TV upfront sales market, and how it can change to embrace a wider set of business goals.

The data and analytics breakthroughs that can complete the transformation of TV advertising

Article • Jim Spaeth and Alice Sylvester, WARC Exclusive, Spotlight US, March 2021

Looks at 25 data and analytics breakthroughs that the authors believe are essential to transform advanced television advertising.

Connected TV advertising sales doubled in 2020

Data • Rob Clapp, WARC Data Points, March 2021

An overview of programmatic connected TV advertising sales in 2020.

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.

How to unlock CTV’s growth potential in Asia

Opinion • Tom Dover, March 2021

Connected TV or CTV may be seen as the future of advertising but it is still a relatively new phenomenon in Asia. A hyper-local approach that takes into account the differences of the individual markets in the region can tap the g rowth potential of CTV.

ECI Media Management Inflation Report Q1 2021

Data • ECI, WARC Data, March 2021

A Q1 2021 update of ECI Media Management's Media Inflation Report explores the effect of the pandemic on media inflation in 2020, and provides forecasts on how it will recover globally, by region and in key markets in 2021.

The future isn’t connected TV, it’s connecting TV

Opinion • Paul Evans, March 2021

Only through the holistic and integrated management of all forms of TV media can advertisers achieve better measurement and greater effectiveness, writes Paul Evans.

Spot volume down by a tenth as coronavirus hit

Data • Rob Clapp, WARC Data Points, February 2021

An overview of TV advertising spot volumes by category in Australia between September 2019 and December 2020.

How 2020 altered the TV landscape

Opinion • Virginie Lannevere, February 2021

Will 2020 – with its ups and downs, its re-shuffling of possibilities and consumer behaviour under the constraints of lockdowns, semi-lockdowns and other curfews – have permanently changed media investment in TV? Or its effectiveness? Virginie Lannevere of Analytic Partners doubts it.

What Cobra Kai secretly teaches us about the importance of TV for brands

Opinion • Will McMahon, February 2021

YouTube has massive reach and can drive significant impact for advertisers, but TV remains the go-to platform for massive shared viewing events.

All media bar print to see costs rise this year

Data • Rob Clapp, WARC Data Points, February 2021

An overview of media inflation in 2020 and 2021.

Disney+ thrives during the pandemic – and plans for long-term growth

Article • Sam Peña-Taylor, WARC Exclusive, February, 2021

Entertainment giant, Disney, is beginning to stem its losses from the launch of its flagship streaming platform, Disney+, as it looks to a DTC-first future.

Global Ad Trends: Next Gen TV

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

This report summarises the latest research from WARC's Data platform, with a focus on next generation TV. Key findings include:

The benefits of planning beyond reach

News • 15 February 2021

Brands are being urged to re-consider the ‘A.

Relevance matters

Article • Anna Sampson, WARC Exclusive, February 2021

Looks at the importance of emotional connection between advertiser and consumer, and its impact on short- and long-term effectiveness.

Media Owner Profile: Comcast

Data • Rob Clapp, WARC Data Points, January 2021

This Media Owner Profile of Comcast includes data on advertising revenue by segment (Cable Communications, NBCUniversal and Sky) and audience numbers in the US.

UK government taps new advertising tool

News • 27 January 2021

The content of government messaging around COVID-19 has frequently come under criticism, not so much the means by which it is distributed.

TV budgets accelerate recovery going into 2021

Data • Zoe McCready, WARC Data Points, January 2021

A summary of the latest readings from WARC's Global Marketing Index (GMI), a unique monthly barometer of the state of the global marketing industry based on current sentiment among practitioners.

Luxury brands tap the influence of Korean TV dramas

News • 25 January 2021

Korean TV dramas, popularly known as K-dramas, are becoming an increasingly important channel for luxury brands to connect with consumers, not just in South Korea but across the wider Asia-Pacific region.

What we know about combining TV with digital media

Article • WARC Best Practice, July 2020

Provides marketers with information and guidance about combining TV and digital media strategies.
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 2020

This article provides marketers with information and guidance about avoiding advertising wearout and decay.
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.
Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.
What we know about TV and video ad length

Article • WARC Best Practice, August 2020

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