Global Ad Trends: Media models in flux

This report summarises the latest research from WARC Media, with a focus on media models in flux.
  • ​The media industry has entered a period of flux, with the very notion of what constitutes a media owner, and the decades-old relationship between content, audiences and ad revenue, being challenged by structural shifts in the advertising market.
  • ​It is becoming harder for content-creating publishers to remain competitive against data-rich platforms without content but close to the point of purchase; publishing media is forecast to see global advertising spend decline by 7.7% year on year in 2023.
  • Where legacy channels offer both digital and offline formats – media like video, audio, publishing and OOH – ad investment is increasingly likely...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands