Forward-looking trends articles dominated the ranking of most-read papers on Warc during 2016, with a piece predicting the rise of brand experiences and a greater threat from ad blocking proving to be most popular of all.

Future 100: Trends and change to watch in 2016, a paper from JWT Intelligence, was the most popular article on Warc over the year. Other trends predicted by the agency included the increasing politicisation of food and the rise of transcontinental “Chimerican entertainment”.

The second most-viewed paper of the year was Strategy in 2016: Moment marketing. Taken from the Warc Toolkit 2016 report, the article looked at growing interest by marketers in identifying and targeting “micro-moments”' – brief opportunities to put the right message in front of the right consumer.

Toolkit chapters also took third and fourth spots on the most-read ranking for the year. The report’s Executive Summary, summarising the six key challenges identified by Warc for brands in 2016, was third, while Generation ‘Swipe’, looking at the increasing influence of Generation Z, was fourth.

Finally, the fifth most-viewed Warc paper of the year was the Connection Strategy Casebook, a report looking at trends and themes from 2016’s Warc Prize for Connection Strategy.

The report, which analysed the campaign metadata for the entrants to the prize, including creative approach and media choice, found that the line between creative development and media development is becoming increasingly blurred – and that the creative idea would often not work without the media thinking.

Data sourced from Warc