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What we know about audience measurement

Article • WARC Best Practice, October 2021

Summarises the insights from a series of key papers addressing audience measurement, the quantifying of the number of people exposed to advertising across any given media; this includes radio listenership, TV viewing, newspaper and magazine readership, and traffic on websites.

Commerce and video streaming are most important trends for APAC marketers

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of the most significant consumer behaviours affecting the marketing industry in Asia Pacific.

The rural marketing playbook: Data-backed insights from the real world

Article • Ed Pank, Kunal Sinha and Biprorshee Das, WARC Webinars, October 2021

Provides insights exposing the grassroots realities of the rural economy in India and data that identifies growth opportunities.

Audiences spend 10 seconds reading an email, down 15%

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of the time consumers spend reading an email between 2011 and 2021.

Sports viewership on Twitch has more than doubled

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of the number of hours of sports content watched on Twitch.

Women out-game men in China, but lag behind in Germany and US

Data • Cinzia Petio, WARC Data Points (Curated), September 2021

An overview of gaming consumption in female and male audiences.

Three new traveler trends and preferences brands need to know about

Article • Will Crocker Hay, WARC Exclusive, Spotlight US, September 2021

Discusses the top ways the pandemic has impacted traveler engagement, preferences, and expectations, and what travel and hospitality brands can do to meet today's challenges and opportunities, based on the report, Ready for Takeoff: 2021 Travel Industry Trends, Insights, and Strategies.

Twitter identifies six US consumer trends for the COVID-19 era and beyond

Article • Stephen Whiteside, Event Reports, Spotlight US, September 2021

Twitter, the social network, drew on the analysis of several-billion US tweets to identify six trends that have grown more pronounced during the COVID-19 pandemic, and are likely to have long-term staying power.

Half of adults always accept website cookies

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of consumer willingness to accept website cookies.

A peek into the digital emergence of Bangladesh

Opinion • Rabeth Khan, September 2021

Bangladesh is emerging as one of the most exciting markets in Asia and D’reach’s Rabeth Khan shares how the country’s digital maturity has evolved over the years and is now offering new opportunities.

Growth in Twitch audience slows

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of Twitch viewers between January 2020 and September 2021.

Metaverse audiences interested in brand and sponsor content

Data • Rob Clapp, WARC Data Points (Curated), August 2021

An overview of metaverse features and activities of interest.

44% of SEA consumers play video games while watching TV

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), August 2021

An overview of multiscreening (activities done when watching TV) in Southeast Asia.

Gen Z spend more time gaming than using social media

Data • Rob Clapp, WARC Data Points (Curated), August 2021

An overview of media consumption among age groups.

COVID-19 and rural India: The challenges and opportunities for marketers

Article • Sharad Varshney, WARC Exclusive, Spotlight India, August 2021

Dialogue Factory’s Sharad Varshney looks at how the COVID-19 pandemic has affected rural India and what brands can learn about this huge market.

Rural India: Propelling the Indian economy during COVID-19

Article • Neha Chauhan, WARC Exclusive, Spotlight India, August 2021

Arc Worldwide’s Neha Chauhan examines the many ways that rural consumers are driving the Indian economy with their needs and aspirations during the COVID-19 pandemic.

Rural marketing in a post-COVID world: Consumer sentiment data

Article • WARC Exclusive, Spotlight India, August 2021

Analyses data from ongoing surveys of Indian consumers, provided by GWI.

No magic bullet: Rural marketing in a post-COVID world

Article • Anand Murty, WARC Exclusive, Spotlight India, August 2021

With rural India more confident about the future, DDB Mudra’s Anand Murty says rural consumer sentiment is leading the charge post-second wave.

Future success: Investing in rural India

Article • Mohit Joshi, WARC Exclusive, Spotlight India, August 2021

Havas Media’s Mohit Joshi says the future lies in rural India and marketers should invest in understanding and supporting these markets for ultimate success.

Post-pandemic challenges and opportunities in rural India

Opinion • Biprorshee Das, August 2021

This isn’t the first time Spotlight is focusing on rural India – the last time was in 2019, before anyone had an inkling that things were going to drastically change in just a matter of months. Almost two years later and a pandemic wiser, WARC India Editor Biprorshee Das revisits rural marketing in this India Spotlight series and asks how strategies are changing, and what the new opportunities and challenges are post-COVID.

Game changer: Technology and the rural market

Article • Amit Rangra, WARC Exclusive, Spotlight India, August 2021

Wunderman Thompson’s Amit Rangra examines how the pandemic, the agri economy, the FMCG sector and, most importantly, technology, are demonstrating the potential of rural India.

After COVID: How to realise the potential of rural markets

Article • Sunny Vohra, Aparna Tandon and Pallavi Patil, WARC Exclusive, Spotlight India, August 2021

Anugrah Madison’s Sunny Vohra, Aparna Tandon and Pallavi Patil look at the many opportunities that India’s rural market presents for brands and marketers.

The rural ways of buying: An opportunity to reimagine digital

Article • Shraddha Ganesh, WARC Exclusive, Spotlight India, August 2021

India’s rich and distinct cultures lead to diverse behaviours, with each having a direct impact on consumption patterns and Stratedgy’s Shraddha Ganesh asks why there is a homogeneous purchase process for a vastly heterogeneous market, especially with increased access to online avenues to purchase.

Disney+ adds 12.4m subscribers, mostly in Asia

Data • Rob Clapp, WARC Data Points (Curated), August 2021

An overview of Disney+, Hulu and ESPN+ video streaming subscribers.

Over 70% of kid gamers play daily

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), August 2021

An overview of gamers aged 8 to 15 worldwide.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
The WARC Guide to new research in marketing

Article • WARC Best Practice, January 2021

A summary of new thinking and best practice on new research in marketing.
Global Ad Trends: State of The Industry 2020/21

Data • James McDonald, Rob Clapp, WARC Data, November 2020

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment, media consumption, and cost inflation this year and next. Key findings include:
What we know about combining TV with digital media

Article • WARC Best Practice, July 2021

Provides marketers with information and guidance about combining TV and digital media strategies.