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Top Trends in Media and Society for 2021

Article • Dan Calladine, WARC Webinars, January 2021

Dan Calladine, head of media futures at Carat, discusses key insights from its recently released annual report which highlights twelve societal and media trends – and their implications for brands.

Gaming activity grew quickest among older Americans in 2020

Data • Rob Clapp, WARC Data Points, January 2021

An overview of growth in time spent gaming and spending on video games in the United States among older audiences.

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.

State of streaming: Twitch up 83% in 2020

News • 13 January 2021

Video game streaming might feel like quite a new medium, but the numbers are already colossal, according to new data from StreamElements, a streaming platform tools company, and measurement firm Arsenal.

Indian gaming industry seeks regulatory framework for future growth

News • 08 January 2021

The online gaming sector in India generated $174m in revenues in 2020, compared with $97.

How Honour of Kings helped Tencent conquer the branded-content space on social media

News • 06 January 2021

Tencent’s Honour of Kings is undisputedly the world’s most popular game, and in the mobile space its winning formula of compelling content, brief engagement, commerce and shareability has left rivals trailing.

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.

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.

Angry Birds: #BringTheAnger

Case Study • Kathryn Ruocco, WARC Media Awards, Bronze, Effective Use of Tech, 2020

Gaming company Rovio Entertainment celebrated the 10th anniversary of its Angry Birds game and made it culturally relevant again in the US with its #BringTheAnger campaign, encompassing digital OOH, influencers and on-ground activity featuring gadgets powered by anger.

Gamers have an identity problem

News • 01 December 2020

Gaming is fast entering both the cultural and advertising mainstream, but brands should remember that even relatively heavy gamers don’t accept these broad-brush definitions.

Covid-19: A Game Changer For Media And Purchasing

Article • Ramona Daniel, Research on WARC, November, 2020

COVID-19 has been a true game changer in terms of media consumption habits and purchasing behaviour, both accelerating existing trends and forcing new behaviours for many people.

Gen Z on gaming

Article • Cat Agostinho, Jay Richards and Anna Danylchenko, WARC Exclusive, November 2020

Presents new research into what Gen Z think are the most common myths and misconceptions about gaming.

The future of gaming is a social space

News • 27 November 2020

The recent history of gaming has produced a slate of surprises: first, that gamers aren’t who we thought they were; second, games aren’t what we think they are – this changes how brands should think about them.

A social space: How brands can find opportunity in the future of gaming

Article • Sam Peña-Taylor, WARC Exclusive

Explores the findings of a study into the future of gaming as a device-agnostic accessible space where brands can find rich opportunities.

Can AI bring better insight than humans?

Research Paper • Kenichiro Sato, Yohei Takeshita and Toshimitsu Sekii, ESOMAR Conference papers, APAC, 2020

Twitter, a social media company, analysed whether Artificial Intelligence or humans provide better insights by pitting the two approaches against each other in an audience segmentation study in Japan.

Three needs-based trends in post-coronavirus consumerism that brands must address

Article • Biprorshee Das, Event Reports, Zee Melt, September 2020

During the 2020 Zee Melt conference, Victoria Loomes, head of premium content at TrendWatching UK shared insights on trends shaping the post-pandemic consumer.

Drivers of change: Part of the Marketer's Toolkit 2021

Article • WARC Exclusive, November 2020

Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.

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.

How brands can leverage gaming as an engagement channel

Opinion • Ferdinand Gutierrez, November 2020

Ampverse's Ferdinand Gutierrez believes that brands have yet to take full advantage of gaming as an engagement channel despite its rising popularity with consumers in Southeast Asia.

Change is coming to China’s internet cafés

News • 09 November 2020

China’s internet cafés are facing change, beset by the effects of COVID-19, a shift to mobile gaming and improved domestic broadband connections – and today the window closes on public submissions on their future, solicited by the Ministry of Culture

How ServiceNow puts emotion into B2B marketing

News • 05 November 2020

ServiceNow, the enterprise software company, has injected emotion into business-to-business (B2B) advertising as it seeks to create messages that break through with its target customer.

Gamers are not who you think they are

Article • Jonathan Stringfield, WARC Exclusive, November, 2020

Research by Activision Blizzard Media identified six distinct gaming personas.

Trends of the Month: AVOD, voice search and gaming

Opinion • Rob Clapp, October 2020

This month: the growing appeal of advertising video-on-demand, voice and visual search reach a milestone and how advertisers can deliver gaming success.

The power of in-game advertising

News • 29 September 2020

As consumers spend more time at home exploring virtual game worlds, brands need to reconnect and integrate in new digital environments.

New approaches to tourism marketing

News • 27 September 2020

The hard-hit travel sector has started exploring digital tourism experiences but marketers doing so need to consider the mindset or reason for travel rather than traveller types or specific audiences.

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.
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.
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
Les Binet outlines why "share of search" is a powerful, predictive marketing metric

Article • Stephen Whiteside, Event Reports, IPA EffWorks 2020, October 2020

Research by Les Binet, the head of effectiveness at agency adam&eveDDB, demonstrates that a brand’s “share of search” within its category is a vital metric for marketers to consider.