Radio & audio

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News • 19 October 2020

The advertising and marketing industries need to understand that racism isn’t just a visual or textual issue – it’s a sonic issue as well, says a director of Pandora’s audio-first creative consultancy.

Black Voices Matter: How brands can cross the Sonic Color Line

Article • Steve Keller, WARC Exclusive, October 2020

Examines how the sonic color line is pervasive in marketing, and the ripple effects sonic stereotypes perpetuate.

Digital budgets back to pre-pandemic growth

Data • Zoe McCready, WARC Data Points, October 2020

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.

Maximising radio ROI in 2021

Opinion • Alex Tait, October 2020

Brands could increase ROI by taking a different approach to campaign flight schedules, according to new research by Entropy.

ECI Media Management Inflation Report Update October 2020

Data • ECI, WARC Data, October 2020

An October 2020 update of ECI Media Management's Media Inflation Report, providing the latest global, regional and local inflation estimates for 2020 across key media.

How to engage the newly returning-to-work consumer

Opinion • Kamilah Kamara, October 2020

Consumers returning to their places of work after lockdown are displaying new media consumption habits and purchase behaviours.

Podcast campaigns deliver ROAS of $2.42

Data • Rob Clapp, WARC Data Points, October 2020

An overview of the average conversion rates of podcast advertising.

Ireland, Radio advertising expenditure

Data • Cinzia Petio, WARC Data Points, October 2020

An overview of total radio advertising spend in Ireland since 2015.

India, Radio advertising expenditure

Data • Cinzia Petio, WARC Data Points, October 2020

An overview of total radio advertising spend in India since 2011.

Taco Bell and General Motors use connected cars to understand the impact of radio ads for consumers on the move

Article • Geoffrey Precourt, Event Reports, ARF AUDIENCEXSCIENCE, September 2020

Taco Bell, the quick-service restaurant chain, partnered with General Motors, the automaker, to better understand the impact of radio advertising on people travelling in cars.

Norway’s Schibsted develops its own podcast platform

News • 27 September 2020

Apple, Google and, more recently, Spotify may dominate the podcast market, but smaller media groups, even those in niche markets like Norway, are experimenting with podcasts to drive subscribers and ultimately generate more ad revenue.

Smart speakers moving beyond the living room and basic tasks

Data • Rob Clapp, WARC Data Points, September 2020

An overview of global uses for smart speakers and their location.

Study establishes ROI of podcast ads

News • 14 September 2020

Podcast campaigns deliver an average return on adspend of $2.

Insights from over 530 campaigns determine impact of podcast advertising

Article • Stephen Whiteside, Event Reports, IAB Podcast Upfront, September 2020

Podsights, a New York-based attribution company, undertook a study of 532 podcast campaigns to gain an insight into the results of these advertising efforts.

Programmatic audio playbook India

Article • Research on WARC, September 2020

At present, India is at the start of the digital audio and programmatic advertising journey, but significant education is still needed about the value of incorporating digital audio into media planning budgets.

Brand ‘flight to safety’ spurs streaming growth

News • 13 September 2020

Data from the IAB, Nielsen and other industry bodies show video and audio streaming surged in popularity this year, with adspend shifting in response as advertisers sought new audiences, but one leading ad tech executive suggests the trend is also as

The role of podcasts for NPR’s mission

News • 13 September 2020

National Public Radio (NPR), the media organisation, is tapping the power of podcasting to meet the dual needs of serving consumers where they are and representing the voices of diverse communities.

Do your ads talk too fast to your audio audience? How speech rates of audio commercials influence cognitive and physiological outcomes

Research Paper • Emma Rodero, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 337-349

Speech rate plays a critical role in understanding speech and therefore in advertising messages. Announcers tend to speak fast in radio and television commercials.

How NPR is using podcasts to achieve cultural (and digital) relevance

Article • Stephen Whiteside, Event Reports, IAB Podcast Upfront, September 2020

National Public Radio (NPR), the media organization, is using podcasts as a means to keep up with major trends which are taking root among its audience.

Advertisers are not yet tuning in to programmatic audio in India

News • 08 September 2020

Consumers in India spend an average of 19.

Health apps saw rapid uptake in Q2

Data • Rob Clapp, WARC Data Points, September 2020

An overview of changes in global mobile app downloads, daily active users and average session length during the coronavirus (COVID-19) outbreak.

Podcast advertising returns to some normalcy in the US, brand campaigns maintain growth

Data • Rob Clapp, WARC Data Points, September 2020

An overview of podcast advertisers, average number of ads per podcast and the prominence of brand advertising and direct response podcast ads in the United States.

Spotify: A new soundtrack for the longest Christmas in the world

Case Study • Paolo Juarez Broma, WARC Prize for Asian Strategy, Entrant, 2020

Music streaming service Spotify used a radio roadblock and Facebook to leverage the cultural activity of the Ber Months in the Philippines, to drive consideration and strengthen its equity around 'discovery'.

Media Owner Profile: Spotify

Data • Rob Clapp, WARC Data Points, September 2020

This Media Owner Profile of Spotify includes data on revenue and monthly active users by user type and region.

HDFC Bank: Stop Mithani

Case Study • Dheeraj Sinha, Shibani Mitra, Nidhi Shah, WARC Prize for Asian Strategy, Entrant, 2020

HDFC Bank, one of India's largest banks, gave India's blood donation stocks a boost with its Stop Mithani campaign.

The impact of COVID-19 on media strategy

Article • MediaSense, WARC Exclusive, March 2020

An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
What we know about podcasts in marketing

Article • WARC Best Practice, March 2020

Explores how the increasing popularity of podcasts is presenting new opportunities for advertisers, including a chance to access hard-to-reach audio audiences that are highly engaged, and explains how brands must clearly indicate their presence to avoid overstepping editorial boundaries.
Global Ad Trends: The Adspend Outlook

Data • James McDonald, Rob Clapp, WARC Data, February 2020

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment forecasts by medium, market, platform and product category.
Global Ad Trends: Three Themes from 2019

Data • James McDonald, Rob Clapp, WARC Data, December 2019

This report summarises the latest research from WARC's Data platform, with a focus on the three key themes from 2019, drawn from an analysis of client readership over the year. These are:
What we know about radio and audio effectiveness

Article • WARC Best Practice, October 2019

Explores the current writing and thinking on the effectiveness of radio and audio, mediums with inherent persuasive strengths and track records of strong ROI.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.