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Netflix marketing spend grows 39% as competition heats up

Data • Rob Clapp, WARC Data Points, July 2021

An overview of Netflix's marketing spend and subscriber growth.

All regions set to record ad growth in 2022

Data • James McDonald, WARC Data Points, July 2021

An overview of the growth in global advertising investment by region forecast for 2021 and 2022.

Media Owner Profile: Netflix, Europe, Middle East and Africa

Data • Rob Clapp, WARC Data Points, July 2021

This Media Owner Profile of Netflix includes data on streaming revenue and streaming subscribers in Europe, Middle East and Africa (EMEA).

Global Ad Trends: Ad Investment 2021/22

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

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:

TikTok users have trebled over past year

Data • Rob Clapp, WARC Data Points, July 2021

An overview of TikTok users across the world between Q1 2020 and Q1 2021.

Data privacy is the main barrier to mobile marketing growth

Data • Rob Clapp, WARC Data Points, June 2021

An overview of barriers to mobile marketing's growth according to marketing professionals in EMEA.

Middle East and Africa, Media consumption overview, 2013-2020

Data • WARC Data, May 2021

This report provides an overview of media consumption trends in the Middle East and Africa between 2013 and 2020.

Media Owner Profile: JCDecaux, Regions

Data • Rob Clapp, WARC Data Points, May 2021

This Media Owner Profile of JCDecaux includes data on advertising revenue by region and market.

Media Owner Profile: Spotify

Data • Rob Clapp, WARC Data Points, May 2021

This Media Owner Profile of Spotify includes data on revenue and monthly active users by user type and region.

Middle East and Africa, Second screening

Data • WARC Data Points (GlobalWebIndex), May 2021

An overview of second screening (using another device while watching TV) in the Middle East and Africa.

Middle East and Africa, Ad blocking

Data • WARC Data Points (GlobalWebIndex), May 2021

An overview of ad blocking in the Middle East and Africa.

Media Owner Profile: Facebook, Rest of World

Data • Rob Clapp, WARC Data Points, April 2021

This Media Owner Profile of Facebook includes Rest of World (Africa, Latin America and the Middle East) data on advertising revenue, daily active users and monthly active users.

Snapchat adds 15m daily users, approaches 300m total

Data • Rob Clapp, WARC Data Points, April 2021

An overview of Snapchat's daily active users by region in Q1 2021.

MultiChoice: Festive Campaign

Case Study • MMA Smarties, Bronze, EMEA, 2020

MultiChoice, a pay TV operator, used lookalike audiences and geotargeting to drive subscriptions to both its premium bundle (DStv) and its more affordable bundle (GOtv) across Africa.

Media Owner Profile: Snapchat

Data • Rob Clapp, WARC Data Points, April 2021

This Media Owner Profile of Snapchat includes data on advertising revenue and daily active users by region (North America, United States, Europe, Rest of World).

Connected TV advertising sales doubled in 2020

Data • Rob Clapp, WARC Data Points, March 2021

An overview of programmatic connected TV advertising sales in 2020.

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.

Search and social drive 44% of publisher page views

Data • Rob Clapp, WARC Data Points, February 2021

An overview of search and social referrals to digital publishers.

Connecting Africa: the scramble to unlock the world’s last billion

News • 03 February 2021

Home to most of the “last billion” people globally still not properly connected to the internet, Africa is at the centre of a 21st century equivalent of a “gold rush” as tech giants like Google and Facebook are racing to establish the digital infrast

Adoption of services and apps on mobile phones by microentrepreneurs in Sub-Saharan Africa

Research Paper • Leonard J. Paas, Emiel L. Eijdenberg and Enno Masurel, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 27-42

This article shows that acquisition pattern analysis is highly suited for research in developing economies.

Evaluating academic and media nongovernmental organization partnerships for participatory data gathering

Research Paper • Emma Heywood, Beatrice Ivey and Sacha Meuter, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 43-57

This article discusses participatory methods for data gathering in the context of a partnership between a Swiss-based media development organization, Fondation Hirondelle, and a research team at the University of Sheffield.

Africa’s heterogeneous middle class: A 10-city study of consumer lifestyle indicators

Research Paper • James Lappeman, Lara du Plessis, Emma Ho, Ellen Louw and Paul Egan, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 58-85

Income and living standards measures have long been used in market research and marketing in Africa. This study examined a set of lifestyle indicators (both belongings and behaviors) to determine their success in profiling middle-class consumers in sub-Saharan Africa.

Nearly half of consumers tried a new store last year

Data • Rob Clapp, WARC Data Points, January 2021

An overview of consumers shopping at a new store throughout the coronavirus (COVID-19) outbreak in 2020.

Online FMCG consumer spend is 46% higher than in store

Data • Rob Clapp, WARC Data Points, November 2020

An overview of online and offline FMCG consumer spend by region.

Global connected TV ad sales grow 70% but EMEA sees decline

Data • Rob Clapp, WARC Data Points, November 2020

An overview of connected TV advertising sales by region in 2020.

Half of consumers to shop online more after COVID-19

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

An overview of consumer activities after the novel coronavirus (COVID-19) outbreak ends, including shopping online, exercising at home, using mobile payments and using food delivery services.
Global Ad Trends: Ad Investment 2021/22

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

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
Half of millennials are using e-commerce more and plan to continue after lockdown

Data • Rob Clapp, WARC Data Points, June 2020

An overview of shopping channels used globally during the novel coronavirus (COVID-19) outbreak.
Media Owner Profile: Spotify

Data • Rob Clapp, WARC Data Points, May 2021

This Media Owner Profile of Spotify includes data on revenue and monthly active users by user type and region.
Global advertising spend to fall by 8.1% in 2020

Data • Rob Clapp, WARC Data Points, May 2020

An overview of advertising spend forecasts for 2020 by market, product vertical, media and format.
The impact of advertising on market share: Controlling for clutter, familiarity, and goodwill decay

Article • Nicholas De Canha, Michael Ewing, and Ali Tamaddoni, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 87-103

The advertising-sales relationship remains paramount. This study, believed to be the largest that focuses on automotive sales and advertising, investigates ceilings and thresholds by optimizing budget allocations among media.