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United States

The United States is by some distance the world’s biggest advertising market. Investment in digital media has grown rapidly, with mobile rising as investment in ‘desktop’ has plateaued. Investment in print advertising has declined, though TV has retained a share of overall adspend of more than 30%. The US ad market has traditionally seen a ‘quadrennial’ effect, when the presidential elections and Olympics combine to produce a spike in adspend.

Key Reading

Important papers from across the Warc database

his article explores Super Bowl advertising, explaining how it has changed over the last decade and describing how big brands have used their ad-spots effectively. It shows that today's Super Bowl ads have their own campaign starting 30 to 60 days before airing, with trailers, PR and social outreach leading up to launch.
comScore figures show that mobile advertising spending should rise to reflect consumer habits.
Predicted advertising expenditure across seven major media channels for the next two years.
These awards recognise excellence in strategic thinking that inspires creative work.
The Effie Awards champion the practice and practitioners of marketing effectiveness.

Case Study

This case study describes how Latin American boyband CNCO used geo-location technology for a mobile campaign in Latin America, Spain and the US, to build excitement and social media buzz around the release of its debut album.

Case Study

This case study describes how Coors Light, the US beer brand, remedied declines in sales and penetration by creating Climb On, a campaign that echoed a desire shared by all people - not just men: to overcome obstacles.

Case Study

This case study describes how Cigna, the US health insurer, used the fictional TV Doctors of America to promote both its offering, and to encourage preventative care.

Case Study

This case study describes how the OTC pain-killer Advil, regained its equity and consumer connection in the US with an omni-channel campaign, "Distant Memory".

Case Study

This case study describes how US wireless service provider AT&T used Facebook Live to create a real-time event with Santa Claus to encourage customers to sign up to its loyalty programme AT&T THANKS.

Case Study

This case study describes how Nike, the US sportswear manufacturer, motivated young athletes to visit for their annual "Gear Up Day" that equips people for the upcoming season.
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This event report outlines how Ford, the automaker, promoted its "Super Duty" truck through an expansive partnership with the National Football League (NFL).


This event report outlines how United Airlines, the air carrier, is seeking to recover after a profound brand crisis.


This event report looks at how Toyota, the automaker, used Twitter to engage consumers during the Daytona 500, the biggest event on the NASCAR racing calendar.


This event report examines how Target, the retailer, worked with GroupM to create a bespoke media agency called Team Arrow Partners.


This event report outlines how AstraZeneca, the pharma company, boldly kickstarted a conversation around opioid-induced constipation (OIC) to help build its Movantik brand.


This event report outlines how Coca-Cola, the soft-drinks giant, is aiming to strike a balance between precise targeting and reaching consumers at scale.


This event report outlines how artificial intelligence could reshape the way consumer insights are generated and activated, based on the example of Sqreem, an analytics provider.
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  1. Article

    This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 96 individual markets back to 1980. The report outlines major shifts in the allocation of advertising budgets by media channel and global region.

  2. Article

    This case study shows how Under Armour, a sports gear brand, developed a multi-channel campaign for its newly created female focus sportswear line.

  3. Article

    This article reveals how Nike, the sportswear brand, successfully adapted its core brand proposition of 'Just Do It' to very diverse cultures.

  4. Article

    This article examines ten tech trends that will impact brands, business and connected consumers in 2016 and beyond.

  5. Article

    From January to October 2015, U.S. brands published 35 million posts across Facebook, Twitter, and Instagram, sparking 65 billion actions with social audiences (i.e., comments, shares, re-Tweets, etc.).
  6. Article

    This case study demonstrates how Always, the feminine hygiene brand, changed a negative stereotype about what it is to be a girl, in turn growing purchase intent.

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