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The latest Warc ad forecasts and media trends data

Topic Key reading on the development of effective multi-market advertising

Topic Key reading on media planning issues, including reach and frequency, wearout and ad length

News

TORONTO: Two thirds of big brands will increase online adspend in 2017-18 despite growing concerns around performance metrics and viewability, a new report finds.

Article

This report analyses the world's best marketing campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

News

GLOBAL: After contracting in 2016, expenditure on luxury advertising is set to recover this year and next, with almost all of the growth being taken by online spending, according to a new forecast.

Article

This article looks at global television adspend, which is expected to fall 2.5% to US$197bn in 2017, due in part to contraction in two of the three largest markets: the US and China.

Article

This article explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.

Article

This article summarises the results of the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

News

GLOBAL: Mobile devices now account for a majority of consumers' digital minutes in major world markets, with most of that time spent in apps, according to a new study from comScore.

News

GLOBAL: Global internet advertising expenditure will grow 13% to reach US$205bn in 2017, overtaking television spending for the first time, according to Zenith.

Article

This paper looks at the rise of person-centric measurement and how to measure media consumption in Saudi Arabia and Turkey, given the disruption of emergent digital platforms.

News

LAS VEGAS: Adobe, the technology firm, has launched a new platform called Advertising Cloud that it says will allow brands and advertisers to manage their spend across multiple channels.

Research Paper

This study demonstrates the potential of certain neurological measures—in particular, biometrics—to identify television advertisements that successfully lead to sales.

Article

This event report explores a number of themes that arose at the Mobile World Congress 2017, including new developments in 5G, mobile, IoT, and AR/VR.

News

MUMBAI: Media spending was the biggest single driver of the Indian sports sponsorship market in 2016, increasing by almost a quarter and accounting for over half of the total, new data has shown.

Case Study

This case study describes how, after losing a jewellery client, ad agency DDB Group Hong Kong planned, developed and launched CRAFTED BY MY HEART, an iOS mobile app that allows users to customise jewellery with their heartbeat, to gain exposure for the agency.

News

SYDNEY: Market uncertainty about the implications of the UK's decision to leave the European Union, coupled with concerns about Donald Trump's presidency, appears to have had a material impact on media spend in Australia.

News

NEW YORK/LONDON: The cost of global online ad fraud could reach $16.4bn this year, according to a new study that says advertisers may lose more than twice as much as previous estimates suggested.

Article

This report explores the views of senior AdTech and MarTech figures after the Mobile World Congress in Barcelona, which centred on the use of data and artificial intelligence systems to better understand audiences.

News

LONDON: Accenture, the global professional services firm, is working on helping its clients set up their own in-house, digital media-buying capabilities in a move that will be seen as a threat to media agencies.

Article

This article examines how the industry can combine the scale of programmatic with the reach of mobile, which could create a true powerhouse if done correctly, but has so far seen limited uptake due to lack of understanding of the potential.

News

LONDON: Marketers are guilty of fixating on the reach and low price offered by digital channels and need to be more demanding of the metrics on offer, a News UK executive has argued.

Article

This article takes a look at the current state of play in programmatic, and examines how it has given a new lease of life to native advertising - as well as the challenges faced in this - offering tips to advertisers who are looking to trial it.

Article

This paper describes how brands can plan a media strategy and maximise effectiveness with newspapers, or, more broadly, newsbrands that now enjoy enhanced reach as audiences increasingly access news online.

News

TOKYO: Digital advertising expenditure in Japan rose 13% last year to top one trillion yen for the first time, while spending on traditional media dipped 0.4%, according to research from Dentsu.

Article

This paper explores the current reading on advertising in cinemas, a distraction-free environment that provides an immersive experience, the movies are seeing a resurgence in popularity among young and senior audiences alike.
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