Global

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45% of influencer marketers use TikTok, ahead of Facebook

Data • Rob Clapp, WARC Data Points, March 2021

An overview of different social platforms used for influencer marketing campaigns.

Three-quarters of sellers use Amazon pay-per-click advertising

Data • Rob Clapp, WARC Data Points, March 2021

An overview of advertising channels and formats used by Amazon sellers.

Airbnb cuts performance marketing by $541m

Data • Rob Clapp, WARC Data Points, March 2021

An overview of Airbnb's marketing and advertising spend between 2018 and 2020.

Structural factors have greatest influence on ROI

Data • Rob Clapp, WARC Data Points, March 2021

An overview of the significance of long-term and short-term factors in driving return on investment across 11 categories.

Shoppable media as an omnichannel strategy

Article • Patrick Deloy and Nathan Petralia, WARC Exclusive, March 2021

Outlines the pros and cons of investing in paid shoppable media advertising.

Staffing levels see first growth in a year

Data • Rob Clapp, WARC Data Points, March 2021

An overview of staffing levels globally and in the Americas, Asia Pacific and Europe, according to WARC's Global Marketing Index.

Global Marketing Index: February 2021

Data • Zoe McCready, WARC Data, February 2021

This article summarises the results of the Global Marketing Index for February 2021, when the index for staffing levels came back into growth for the first time since February 2020.

Mobile gaming investment intensified in 2020

Data • Rob Clapp, WARC Data Points, February 2021

An overview of growth in mobile gaming advertising revenue in 2019 and 2020.

Accorhotels (Travel, transport and tourism)

Article • Euromonitor Advertiser Profiles, February 2021

This Company Profile from Euromonitor provides key details and analysis of Accorhotels.

Reach and ad quality are key short-term drivers of ROI

Data • Rob Clapp, WARC Data Points, February 2021

An overview of the significance of different short-term factors in driving return on investment across 11 categories.

Brands must build better relationships to retain customer interest

News • 19 February 2021

Customer retention, rather than customer acquisition, is a growing marketing trend forced on brands by the coronavirus pandemic, and a new global study seeks to provide insights into how brands can win long-term relationships with consumers.

Two in five consumers have a next gen TV

Data • James McDonald, WARC Data Points, February 2021

An overview of internet-connected TV penetration (smart TVs and connected TVs) globally.

Linear TV adspend drops $47bn while online video is up $39bn

Data • James McDonald, WARC Data Points, February 2021

An overview of linear TV and online video advertising spend globally between 2016 and 2021.

What’s working in non-alcoholic drinks

Article • WARC Category Intelligence, February 2021

Global strategies, campaign updates and trends in the non-alcoholic drinks category.

All media bar print to see costs rise this year

Data • Rob Clapp, WARC Data Points, February 2021

An overview of media inflation in 2020 and 2021.

Global Ad Trends: Next Gen TV

Data • James McDonald, Rob Clapp, Cinzia Petio, WARC Data, February 2021

This report summarises the latest research from WARC's Data platform, with a focus on next generation TV. Key findings include:

Half of brands achieve an ROI of $1.06

Data • Rob Clapp, WARC Data Points, February 2021

An overview of the distribution of return on investment (ROI) from $1 spent on media.

Trends of the month: TikTok, effective budgets and new Muslim consumers

Opinion • Rob Clapp, February 2021

This month: How TikTok is setting up for shopping success in 2021, what the long-term trends in budget effectiveness are, and how brands are failing to engage new Muslim consumers.

Consumer spending on mobile apps continues to rise

News • 15 February 2021

Global consumer spending in the top 100 non-game subscription-based apps grew to a record $13bn in 2020, representing a 34% year-on-year increase from the $9.

Mobile activity rose 16% among older audiences last year

Data • Rob Clapp, WARC Data Points, February 2021

An overview of the growth in mobile consumption by age group in Australia, Canada, France, Germany, South Korea, the UK, and the United States.

Pinterest was the fastest-growing social platform in Q4

Data • Rob Clapp, WARC Data Points, February 2021

An overview of the performance of four of the largest social platforms (Facebook, Twitter, Snapchat, and Pinterest).

What's working in sponsorship and partnerships

Article • WARC Category Intelligence, February 2021

Global strategies, campaign updates and trends in sponsorship and partnerships.

Fit for the future – what marketers need to survive and thrive in a data-driven era

News • 10 February 2021

Support from the top, the freedom to take decisions and training investment are key factors in determining whether marketers can effect real organisational change and become “future fit”, according to new research from the World Federation of Adverti

FAANGs cut ad budgets as collective wealth nears $1trn

Data • Rob Clapp, WARC Data Points, February 2021

An overview of FAANG (Facebook, Amazon, Apple, Netflix, and Google) advertising spend and revenue in 2020.

Six cultural shifts marketers must consider

News • 09 February 2021

Backslash, the cultural intelligence unit of TBWA\Worldwide, has released its 2021 Edges report, outlining 40 meaningful cultural shifts that have the scale and longevity to propel a brand toward a greater share of the future.

The Future of Strategy 2020

Article • WARC Exclusive, July 2020

Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
The impact of COVID-19 on media strategy

Article • MediaSense, WARC Exclusive, March 2020

An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
The effectiveness code

Article • James Hurman with Peter Field, WARC Exclusive, June 2020

This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
Learn from the best: Lessons from the world's most awarded brands

Article • WARC Exclusive, April 2020

Provides lessons learned by the best-performing brands in the WARC Rankings 2020 and the strategies they used to achieve success in 2019 awards shows.
The WARC Guide to Making Segmentation Work

Article • WARC Best Practice, March 2020

A summary of new thinking and best practice on making segmentation work, from the WARC Guide.