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Why ‘hybrid’ events are a brand opportunity, not a fix-it for Covid

Article • Christophe Castagnera, WARC Exclusive, December 2020

For brands hamstrung by a lack of live events during COVID-19, ‘hybrid’ events can offer a way forward.

Sony Music: The cultural feedback loop – insight that helped 4th Floor Creative create a cultural framework to position Sony Music UK artists for Gen Z

Research Paper • MRS Awards Papers, Highly Commended, MRS Award for Cultural Insights, 2020

Sony Music UK, a music recording company, created a cultural framework to position Sony artists for Gen Z and facilitate its understanding of the audience.

Consuming culture: Five shifts in media and entertainment marketing

Article • Nick Callaghan, WARC Exclusive, November 2020

A new report by Facebook identifies five trends re-shaping the entertainment industry.

Dancing to a new beat – Japanese music fans finally switch to streaming

News • 17 November 2020

The Japanese music market, one of the last bastions of CD sales, appears at last to be conceding to the inevitable and adopting streaming.

Advertising allocation and impact of advertising on event ticket sales: Which product, where, and when

Research Paper • Moon Young Kang, Int. Journal of Market Research, Vol. 62, No. 4, 2020, pp. 483-498

When planning for advertising, an accurate assessment of the impact of advertising is important so that managers can allocate their budgets to maximize the return on each advertising dollar.

Understanding post-lockdown entertainment habits

News • 12 July 2020

As well as introducing consumers to new digital media channels – from e-commerce to livestreaming – the COVID-19 lockdown may have a positive long-term impact on the number of people spending money on in- and out-of-home entertainment, research sugge

#AloneTogether: Culture in the time of COVID 19

Article • VAB, Research on WARC, June 2020

Details the high volume of social media chatter about TV during the COVID-19 pandemic, analyzing Twitter trending topics during evenings from March 16 – April 26, 2020.

Universal Music Group Nigeria: More than Afrobeats

Case Study • SABRE Awards, Gold, Africa, 2020

Universal Music, a music corporation, created a community of music influencers and platforms to promote its wide range of music genres and artists in its roster to increase market share in Nigeria.

Two in five Americans will only feel comfortable outside in over six months

Data • Rob Clapp, WARC Data Points, April 2020

An overview of when consumers in the United States expect to feel comfortable doing out-of-home activities in the face of the novel coronavirus (COVID-19) outbreak.

Capitol Records UK: Liam Payne becomes a Pinball Wizard

Case Study • Vanessa Bakewell, Nigel Kendall, WARC Awards, Entrant, Effective Innovation, 2020

Capitol Records UK the music label used an augmented reality pinball game as an innovative way to launch Liam Payne's new single Stack it Up in the UK.

Nearly half of consumers will delay purchases until COVID-19 outbreak is over

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), April 2020

An overview of delayed purchases during the novel coronavirus (COVID-19) outbreak across 17 markets.

Gaming influencers see highest YouTube engagement

Data • Rob Clapp, WARC Data Points, April 2020

An overview of YouTube influencer engagement by sector.

44% of Americans will attend fewer events when COVID-19 ends

Data • Rob Clapp, WARC Data Points, April 2020

An overview of expected consumer attendance of large public events in the United States after the novel coronavirus (COVID-19) outbreak ends.

Online clubbers drive booze sales in China

News • 06 April 2020

China may have recently had its lockdown lifted, but the stay-at-home message may well have long-term effects – and one phenomenon that’s likely to continue is the huge success of taking clubbing into the living room via livestreaming.

GlobalWebIndex Coronavirus Research, Wave Four: Media consumption and sport

Research Paper • GWI, Research on WARC, April 2020

Details data collected by GlobalWebIndex between March 25-30th in the US and UK, dedicated to media, news consumption, and sport in the coronavirus outbreak.

Non-Korean consumers’ preferences on Korean popular music: A two country study

Research Paper • Jungyop Ryu, Erik Paolo Capistrano, and Hao-Chieh Lin, Int. Journal of Market Research, Vol. 62, No. 2, 2020, pp. 234-252

This research employs a mix of theoretical and data-driven approaches to understand how Korean pop music (KPop) consumption, despite physical and social barriers, is currently at unprecedented levels.

How brands can strike a chord with India's young music lovers

Article • Grashima Sahni, WARC Best Practice, March 2020

Carat’s Grashima Sahni outlines trends emerging with India’s music-loving youth and how brands can play a role in this evolving landscape.

RYOT (A Verizon Media Company): EARTH brand animation

Case Study • SABRE Awards, IN2, North America, Best in Brand Animation, 2020

Verizon Media-owned content studio RYOT Studios created an animated music video, Earth, to generate global awareness about the imminent dangers of climate change and raise funds in support of environmental charities.

TikTok signs global music-licensing deal with Merlin

News • 27 January 2020

TikTok, the Chinese short-form video platform that is hugely popular among teenagers, has taken a significant step into the music industry after signing a licensing deal with Merlin, the biggest digital rights agency for indie record labels.

Reddit reports 430 million monthly users

Data • Rob Clapp, WARC Data Points, December 2019

An overview of Reddit users and activity between 2018 and 2019.

Audience segmentation & beyond

Research Paper • MRS Awards Papers, Finalist, MRS Award for Innovation in Data Analytics, 2019

Looks at how an artistic and cultural venue moved beyond its current customer base and tapped into new audiences to understand and engage potential audiences in the UK.

Standing out from the crowd: A global study to define the perfect music festival

Research Paper • Christian Kurz, Anna Noel Taylor, Kerri Fortune, Ian Wright, Jo McIlvenna and Ben Allen, ESOMAR Conference papers, Congress, 2019

Viacom, an American multinational mass media conglomerate, set out to learn the 'secret sauce' of the best festivals and to evaluate how that might be improved.

Tencent Music's WeSing looks to Southeast Asia for growth

News • 14 August 2019

WeSing, Tencent Music Entertainment Group’s free karaoke application, is pursuing expansion in Southeast Asian markets as growth in its home market of China slows.

Akbank Jazz Festival: Adaptive Jazz Radio Campaign

Case Study • MIXX Awards, Silver, Native Advertising, 2019

Akbank, a bank, created a location-based experience for jazz lovers to celebrate the 28th anniversary of its jazz festival in Turkey.

Comparing conspicuous consumption across different experiential products: Culture and leisure

Research Paper • Fred Bronner and Robert de Hoog, Int. Journal of Market Research, Vol. 61, No. 4, 2019, pp. 430-446

Consumer behavior recently underwent three main developments: a shift from material purchases to immaterial experiences, a shift from signaling status and wealth by means of consumer behavior to signaling identity, and increased social visibility due to the growing importance of social media.

2020 Media Strategy Report: Insights from the WARC Media Awards

Article • WARC Exclusive, April 2020

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
The WARC Guide to Marketing in the gaming ecosystem

Article • WARC Best Practice, September 2020

A summary of new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.
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 marketing via gaming

Article • WARC Best Practice, September 2020

Explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.
Global Ad Trends: Ad opportunities in gaming

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

This report summarises the latest research from WARC's Data platform, with a focus on the application of advertising in mobile gaming, streaming and e-sports. Key findings include:
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.