Spotlight: US
About this series
The WARC Spotlight US series focuses on a timely industry topic facing brands in the market. It comprises a capsule collection of commentary, tackling the topic from a range of angles. Contributors to the series are industry experts offering on-ground insights to what’s working or developing.
Latest Spotlight: The upfronts – what they mean in 2023
How a fixture in the US advertising calendar is responding to the changing media landscape. Deep-dive into:
- What to expect from the 2023 upfronts
- Alternative media currencies
- Measuring television consumption
Deep-dives
There is a lot of television being watched without television sets, and it needs to be accurately measured
Author Paul Donato
Company Advertising Research Foundation
Warner Bros. Discovery looks to bring alternative currencies to the upfronts
Author Stephen Whiteside
Company WARC
When measuring the effectiveness of media channels, one size does not fit all
Author Stephen Whiteside
Company WARC
How brands and media agencies can prepare for the measurement and currency conundrum at the 2023 upfronts
Company 4A’s
What to expect in this year’s upfront
Author Erin Firneno
Company Advertiser Perceptions
Why an always-on mindset is good for upfront strategy
Author Shelby Saville
Company Publicis Media US
Amazon leverages streaming reach, and power of the NFL, to conquer TV advertising
Author Maya Yegorova
Company WARC
More Spotlights
It’s time to talk about marketing effectiveness
March 2023
A distinctly American look at marketing effectiveness
Solving the puzzle of retail media
November 2022
Examining retail media’s past, present and future
Consumers drive automotive toward change
July 2022
Experience, discovery and the changes in the industry
For QSR brands, a menu of disruption, digital, and dazzle
March 2022
Navigating a landscape of disintermediation, inflation and digital
DEI in marketing: How it’s progressing – and how it isn't
December 2021
Measuring industry progress, and maintaining momentum
How consumers are wrestling with 2021’s uncertainties
September 2021
Insight into US consumer behavior during an uncertain year
How the pandemic has changed US healthcare marketing
May 2021
Understand the impact of COVID-19 pandemic on US healthcare marketing
Media strategies for a shifting US landscape
March 2021
Learn to understand all the moving parts
Marketing in a polarized nation
January 2021
Taking a stand without causing division
