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Brands can achieve relevance by maximising CTV

Article • Austin Scott, WARC Exclusive, January 2021

Guidance for marketers approaching connected TV advertising for the first time.

Half of consumers use at least two SVOD services

Data • Rob Clapp, WARC Data Points, January 2021

An overview of the number of subscription video-on-demand (SVOD) services used by households in the United States and Western Europe.

1-2 ads per OTT TV break proves most popular

Data • Rob Clapp, WARC Data Points, January 2021

An overview of OTT TV content consumption by device and consumer preference for different ad loads.

Putting a price on consumer attention

News • 18 December 2020

Advertisers can evaluate the true cost of attention across (visual) media by calculating an ‘attentive CPM’ – the cost of generating a thousand seconds of attention, says Lumen’s Mike Follett.

One in five sees no difference between YouTube and TV

Data • Rob Clapp, WARC Data Points, December 2020

An overview of the share of audiences who consider watching content on YouTube the same as watching TV across six European countries and the United States.

Finland bucks streaming trends

News • 15 December 2020

Traditional TV viewing is on the decline across the US and northern Europe, with Finland one of the few countries to have resisted the lure of streaming TV during lockdown, a new study shows.

A new dawn for TV

Opinion • Sarah Jones, December 2020

TV viewing habits have been upended. Audiences are more likely to watch content by themselves. Dayparts no longer determine platform choice. These changes demand a new approach to TV planning, writes Sky Media’s Sarah Jones.

Nielsen cross-media measurement hints at new digital standards

News • 10 December 2020

Consultancy giant Nielsen plans to update the way it measures TV ratings to better mirror audiences, who are consuming live and on-demand TV via multiple devices and channels, showing how digital is now a core part of the medium.

AVOD revenue to top $25bn this year

Data • Rob Clapp, WARC Data Points, December 2020

An overview of global over-the-top (OTT) TV and video revenue by segment (SVOD, AVOD, DTO/EST and rental) between 2017 and 2025.

How Discovery Inc. powers people’s passions

Research Paper • MRS Awards Papers, Finalist, MRS Award for Media Research, 2020

Discovery, a mass media company, conducted research into the role that passions play in people's lives in Europe, LATAM and the USA and investigated how the media can influence these passions.

BBC: Compass – a partnership between BBC and Ipsos MORI

Research Paper • MRS Awards Papers, Finalist, MRS Award for Media Research, 2020

The BBC, a British public service broadcaster, developed Compass, an audience measurement tool, to provide crucial data to help the BBC serve its audiences.

Trends of the month: E-commerce, gaming and connected TV in 2020 and 2021

Opinion • Rob Clapp, December 2020

This month: the numbers behind what happened with e-commerce, gaming and connected TV in 2020, and how to respond in 2021.

Shirk from home: the new normal?

News • 03 December 2020

“Work-from-home” professionals in the US have sent daytime TV figures soaring, new data from research firm Nielsen reveals.

What we know about TV audiences

Article • WARC Best Practice, December 2020

This article explores the current thinking and writing on TV audiences - a group of people once defined by the use of one stable, popular medium, which has now fragmented forcing a re-evaluation of audience measurement.

Next-gen technology and the sports field: a new land of marketing and advertising opportunity

Article • Oliver Botti, WARC Exclusive, November, 2020

This article explores the new technology enabling more interactive and immersive sports content experiences.

Subscription TV boasts higher engagement with Aussie viewers: Foxtel study

News • 26 November 2020

Subscription watching delivers a more engaged audience than non-subscription, according to a new study released by Foxtel in partnership with strategic insights consultancy Nature.

Indian consumers ready to pay for premium home entertainment experiences

News • 23 November 2020

The new homebound work and leisure economy has led to rising demand for new and quality content and for better devices in India, a new study by Dolby Laboratories and Wakefield Research has found.

Online video consumption reaches eight hours a week

Data • Rob Clapp, WARC Data Points, November 2020

An overview of online and broadcast video consumption across 10 markets.

Canada, BVOD advertising expenditure

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of total broadcaster-on-demand (BVOD) advertising spend in Canada since 2011.

ITV expects ad revenue to grow 6% this month, but viewing habits disappoint

Data • Rob Clapp, WARC Data Points, November 2020

An overview of ITV's advertising revenue growth between January and November 2020.

Streaming services face the internet’s original sin

News • 10 November 2020

Clients want full targeting and measurement capabilities on TV streaming services to match other digital channels but these services are coming of age amid renewed regulatory fervor and as the public becomes increasingly privacy-conscious.

Singapore’s CTV owners open to ad-supported services as part of cost-cutting plans

News • 05 November 2020

Almost 43% of Singapore consumers have tried a new ad-supported streaming service since the outbreak of the COVID-19 pandemic and of those, 81% say they will continue to do so, according to a study by Unruly.

Four insights into consumer attention for on-demand content and advertising

Article • Stephen Whiteside, Event Reports, Advertising Week, October 2020

Analysis of attention levels to content and advertising, as watched live and on-demand, provides various telling insights about how consumers are responding to this material.

L'Oréal looks for focused reach through connected television

Article • Geoffrey Precourt, Event Reports, Advertising Week, September 2020

L'Oréal, the cosmetics manufacturer, is using connected television (CTV) to generate incremental reach and engage particular audiences.

Advertisers still aren't talking to Black audiences

News • 04 November 2020

Many major US brands have signalled their intention to step up efforts towards diversity, but a new report from Nielsen reveals many are missing an opportunity when it comes to ad spending with media that have the greatest reach within the African-Am

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.
Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.
What we know about combining TV with digital media

Article • WARC Best Practice, July 2020

Provides marketers with information and guidance about combining TV and digital media strategies.
Carat's ten trends for 2020: The year of all-conquering ecosystems

Article • Dan Calladine, WARC Exclusive, January 2020

Ten consumer, media and technology trends – and their implications for brands – for 2020, the year in which the marketplace is set to converge around the global tech-giant ecosystems.
What we know about TV effectiveness

Article • WARC Best Practice, February 2020

Explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.
Media allocation report

Data • WARC Data, December 2020

Using its database of effective advertising campaigns, WARC analysed over 1,400 case studies that contained budget and media allocation information.