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Article

Explores the current thinking and writing on the subject of low-budget marketing, a hazy category of marketing, WARC generally defines low budgets as $0-$500,000.

Article

Explores advertising in a recession through the evidence available in the Warc archives and beyond - typically, recessions will cause businesses to reign in advertising spend in the short term, a mistake, the paper argues, that could cause long term damage to a brand.

Article

As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).

News

SYDNEY: Australian media agencies have reported a record year of advertising expenditure in 2017, hitting A$7.11bn, an unexpected development given that the previous year included the Rio Olympics and a Federal election.

Article

Anselmo Ramos, co-founder of DAVID, gives his tips for clients to improve their agency relationships – and their creative work.
Countdown Clock
Just 43 days left to enter the WARC Prize for MENA Strategy

News

LONDON: As marketers come under constant pressure to deliver ROI while doing “more with less”, a leading brand strategy consultant has outlined four ways by which this can be achieved.

Article

As marketers come under constant pressure to deliver ROI while doing "more with less", they can find efficiencies by adopting strategies that have proven successful for a number of start-ups.

News

BRUSSELS: Business confidence in the European advertising and marketing sector grew slightly in the third quarter of the year, following a sharp drop in the first half of the year.

News

GLOBAL: TV takes up almost two thirds of media spend in high-budget, successful ad campaigns, according to a new WARC service.

Article

Presents data about TV habits in WARC’s key markets using data from various sources.

Article

Describes findings from the updated Media2020 Refresh study, which surveyed more than 250 senior marketers responsible for over £5 billion in advertising investment.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

News

NEW YORK: Almost two-thirds (63%) of brands in North America who currently advertise on Amazon are planning to increase their budgets dedicated to the e-commerce platform over the next 12 months.

News

NEW DELHI: Television continues to be the biggest advertising platform in India, but mobile adspend is growing rapidly and is expected to increase by 85% in 2017, according to the latest estimates from eMarketer.

Research Paper

This study investigates the optimal advertising-allocation rules for sequentially released products. The authors used both analytical and empirical approaches to derive and validate the rules using theatrical prerelease, postrelease, and DVD advertising and sales data in the movie industry.

Research Paper

Advertising is evolving rapidly as digital and mobile technologies continue to develop. These platforms offer consumers unique experiences and a diverse selection of content.

Research Paper

This work investigates under what circumstances a television campaign should be complemented with online advertising to increase combined reach.

News

SYDNEY: The automotive category is Australia’s largest and fastest growing for media spend with TV and programmatic on the rise as social media spending remains flat.

News

SINGAPORE: Zero-based budgeting can be effective but marketers need to carefully examine the traditional/digital media divide to find success, according to a senior Facebook executive.

News

BEIJING: The influence of the BAT (Baidu, Alibaba and Tencent) in China is extending into new areas and impinging on the role traditionally played by media agencies, ad tech executives have suggested.

News

GLOBAL: Global advertising expenditure is forecast to grow 4% to $558bn by the end of 2017, driven by digital display formats, in particular social media in-feed ads and online video.

News

NEW YORK: Brand activation revenues should reach $357bn this year, according to a forecast from the Association of National Advertisers (ANA), the industry body, and research firm PQ Media.

Article

This article outlines how marketers can better utilize zero-based budgeting more effectively to gain greater efficiency and better results.

Article

This report looks at digital media in 2016 by using data and opinion to provide insights on the current key challenges digital faces and how it may be possible to avoid them.

News

NEW YORK: In the cluttered media world of the average consumer it can be difficult to achieve cut through, leading to a school of thought, across both traditional and digital media, that ‘less is more’ – for consumers and ...