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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 shows how the Art Institute of Chicago (AIC), a museum in the US, successfully launched its new exhibition and increased brand awareness by inviting people to step into a life-size replica of a painting.

Case Study

This case study explains how Adidas, the sports brand, used an inspiring message targeting teens around the world to launch its new NMD shoes.

Case Study

This case study shows how AT&T, a telecommunications brand, increased awareness for distracted driving using a shocking campaign film in the US.

Case Study

This case study explains how Target, the retailer, used a live-broadcast TV ad during the GRAMMYs and social media to engage millions of people at once.

Case Study

This case study describes how chocolate company Hershey used a fun social media campaign to turn around negative perceptions over misshapen chocolate in the US.

Case Study

This case study explains how Hennessy, the cognac brand, connected with young African-American and Hispanic men by focussing on their ambition and drive, using a multi-year campaign in the US.
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This Company Profile from Euromonitor provides key details and analysis of Amway, the owner of brands such as Nutrilite.


This event report outlines why US marketers must pay attention to the forthcoming General Data Privacy Regulation (GDPR) and ePrivacy Regulation in the European Union (EU).


This event report outlines how Watson, IBM's cognitive-computing platform, can help enhance various aspects of marketing.


This article outlines how Aditya Birla Group, the conglomerate, drove a customer-centric transformation in its strategy.


This article examines the number of active ad-blocking software users, finding it went up 25% year on year to 616m worldwide in 2017, of which 62% (380m) were mobile web users.


This article presents the advances in neuroscience that show what creates stand-out in people's minds and how these can be applied to the design of products, packaging and advertising.


This article, which is based on research by the CMO Council, outlines the challenges facing brands as they seek to adapt their marketing for audiences in different geographies and across a diverse slate of media channels.
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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 describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.

  3. 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.

  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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