North America

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UK sees six-year leap in e-commerce, ahead of China and the US

Data • Rob Clapp, WARC Data Points, January 2021

An overview of e-commerce's share of retail sales between 2011 and 2020 across seven major markets.

TikTok leads the social pack as user activity doubles

Data • Rob Clapp, WARC Data Points, January 2021

An overview of the growth in consumption per user of major social apps in 2020.

Using neuroscience to make the case for more diversity in advertising

Article • Chasson Gracie, Joshua Richards, Daniel Pozzebon, Kevin Keane, Jasmin Amin , WARC Exclusive, January, 2021

There is residual reluctance to employ diverse and inclusive talent in messaging in advertising, despite ample research suggesting this should not be a concern; this reluctance appears to be the result of factors outside what the data say.

1-2 ads per OTT TV break proves most popular

Data • Rob Clapp, WARC Data Points, January 2021

An overview of OTT TV content consumption by device and consumer preference for different ad loads.

Canada, Cost per Thousand, Young adults

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Canadian young adults since 2010.

Canada, Cost per Thousand, Upmarket adults

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Canadian upmarket adults since 2010.

Canada, Cost per Thousand, Women

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Canadian women since 2010.

Canada, Cost per Thousand, Adults

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Canadian adults since 2010.

Canada, Cost per Thousand, Main shoppers

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Canadian main shoppers since 2010.

Canada, Cost per Thousand, Men

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Canadian men since 2010.

Canada, TV Cost per Thousand, Children

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the television cost per thousand (CPM) when advertising to Canadian children since 2010.

One in four young adults has bought via social media

Data • Rob Clapp, WARC Data Points, December 2020

An overview of consumers who have made a purchase via social media in the past six months across 11 markets.

A new benchmark for mechanical avoidance of radio advertising: Why radio advertising is a sound investment

Research Paper • Aaron Michelon, Steven Bellman, Margaret Faulkner, Justin Cohen, and Johan Bruwer, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 407-416

Radio remains popular, delivering an audience reach of over 90 percent, but radio ratings may overestimate real advertising exposure.

One in four kids watches e-sports content

Data • Rob Clapp, WARC Data Points, December 2020

An overview of e-sports activity among 13 to 18 year olds across 13 different countries.

Clif Bar and Company: Marketing to a new country – challenging the American stereotype that Canada is the 51st state

Research Paper • MRS Awards Papers, Finalist, MRS Award for International Research, 2020

CLIF Bar & Company, a US organic food and drinks company, adapted its communications linguistically, semiotically and visually when marketing to Canada.

AT&T: Foundations for 5G

Case Study • Jason Jahn, WARC Media Awards, Entrant, Effective Use of Tech, 2020

AT&T Business, the telecommunications company, created a unique content series to showcase the benefits of upgrading to 5G in the US.

Sport Chek: The Gift You Didn't Get

Case Study • WARC Media Awards, Entrant, Best Use of Data, 2020

Sports retailer Sport Chek turned disappointment into delight to drive an increase in online traffic and grow sales in Canada.

Sport Chek: Leveraging the Love… and the Hate

Case Study • WARC Media Awards, Bronze, Best Use of Data, 2020

Sport Chek, one of Canada's leading sports retailers, took understanding consumer behaviour to a new level to create sales opportunities and break through in an extremely competitive market.

Canadian Tire Retail: We Do New

Case Study • WARC Media Awards, Entrant, Effective Channel Integration, 2020

Mass retailer Canadian Tire tapped into the spirit of entrepreneurship to boost sales in Canada and prove it could be first to offer the new products consumers were seeking.

Subaru: The Greatest Outback Of All Time (GOOAT)

Case Study • Tim Hopkins, David Tremblay, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Car-maker Subaru launched its new Outback model in Canada with a humorous multichannel campaign to appeal to younger drivers.

Maison Birks: Spoiler Alert!

Case Study • WARC Media Awards, Entrant, Effective Channel Integration, 2020

Jeweller Maison Birks drove sales of engagement rings by targeting potential customers via anonymous ads on social media in Canada and the US.

HomeEquity Bank: #PauseToRemember

Case Study • Maxine Thomas, David Tremblay, WARC Media Awards, Silver, Effective Channel Integration, 2020

Financial services provider HomeEquity Bank targeted online war gamers in a Remembrance Day activation to raise awareness of its partnership with the Royal Canadian Legion and increase brand affinity among seniors in Canada.

Canada, Online Video advertising expenditure

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of total online video advertising spend in Canada since 2014.

Canada, Mobile advertising expenditure by format

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of total mobile advertising spend by format in Canada since 2011.

Canada, Online Classified advertising expenditure

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of total online classified advertising spend in Canada since 2011.

How to win during a recession? Focus on customer service and satisfaction

Article • David Dixon, Sebastian Shapiro and Nicole Wolf, WARC Exclusive, April 2020

Business analytics firm, Marketscience, have conducted a comprehensive economic analysis of the last five major recessions.
What Delta Air Lines’ response to COVID-19 can teach other brands

Article • Stephen Whiteside, WARC Exclusive, March 2020

Delta Air Lines, the air carrier, is in a category that has been profoundly impacted by COVID-19, and thus offers valuable advice for other brands as it seeks to respond to the pandemic.
Nearly 90% of consumers have changed their behaviour because of COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of changes in consumer behaviour because of the novel coronavirus (COVID-19) in eight Asia Pacific markets and the UK and US.
Mountain Dew Kickstart comes alive

Case Study • AME Awards, Gold, 2016

This case study details Mountain Dew's campaign to launch Kickstart, a caffeine-infused interpretation of their product, in the US by positioning the brand as a "pre-game drink".
GWI Coronavirus research – Series 5: Consumer spending

Article • GlobalWebIndex, Research on WARC, April 2020

Details data collected by GlobalWebIndex between April 2-6 in the US and UK, dedicated to consumer economic confidence in the coronavirus outbreak.
E-commerce shopping more frequent because of COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of whether consumers are more frequently shopping online rather than in-store as a result of the novel coronavirus (COVID-19) outbreak.