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United States

The United States is by some distance the world’s biggest advertising market. Investment in digital media has grown rapidly, with mobile rising as investment in ‘desktop’ has plateaued. Investment in print advertising has declined, though TV has retained a share of overall adspend of more than 30%. The US ad market has traditionally seen a ‘quadrennial’ effect, when the presidential elections and Olympics combine to produce a spike in adspend.

Key Reading

Important papers from across the Warc database

his article explores Super Bowl advertising, explaining how it has changed over the last decade and describing how big brands have used their ad-spots effectively. It shows that today's Super Bowl ads have their own campaign starting 30 to 60 days before airing, with trailers, PR and social outreach leading up to launch.
comScore figures show that mobile advertising spending should rise to reflect consumer habits.
Predicted advertising expenditure across seven major media channels for the next two years.
These awards recognise excellence in strategic thinking that inspires creative work.
The Effie Awards champion the practice and practitioners of marketing effectiveness.

Case Study

This case study shows how CVS Health, a retail pharmacy brand, increased brand equity in the US by developing a campaign that helped people quit smoking.

Case Study

This case study explains how sports clothing brand Under Armour worked with swimmer Michael Phelps to produce an emotional video and increase sales in the US.

Case Study

This case study shows how Doritos, a snack brand, increased sales and brand awareness by partnering with a support organisation for LGBT youth in the US and releasing a Gay Pride themed product.

Case Study

This case study describes how chocolate company Hershey used a fun social media campaign to turn around negative perceptions over misshapen chocolate in the US.

Case Study

This case study explains how Philips, the electronics giant, promoted its SimplyGo oxygen device in the US by working with respiratory illness sufferers to create an inspiring short film which was distributed primarily through paid social media.

Case Study

This case study shows how AT&T, a telecommunications brand, increased awareness for distracted driving using a shocking campaign film in the US.
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This event report outlines how brands can successfully fuse brand activation and promotions with advertising, drawing on examples from the Coca-Cola Co. in the US.

Research Paper

This paper investigates how different phonetic structures used in brand names affect their luxurious appeal.


This event report outlines how Pfizer, the pharmaceutical company, enhanced the status of its corporate brand.


This event report addresses some of the main concerns around the quality of data which marketers are using in their daily activities.


This event report outlines some of the main opportunities and issues currently reshaping measurement practices across the media ecosystem.

Research Paper

This report details the findings of a study by the ANA and White Ops into bot fraud in the digital advertising ecosystem and gives recommendations on best practices for detection and prevention.


This article provides various tips for tackling bot fraud, based on a study from the Association of National Advertisers (ANA) and White Ops.
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  1. Article

    This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 96 individual markets back to 1980. The report outlines major shifts in the allocation of advertising budgets by media channel and global region.

  2. Article

    This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.

  3. Article

    This case study shows how Under Armour, a sports gear brand, developed a multi-channel campaign for its newly created female focus sportswear line.

  4. Article

    This article examines ten tech trends that will impact brands, business and connected consumers in 2016 and beyond.

  5. Article

    From January to October 2015, U.S. brands published 35 million posts across Facebook, Twitter, and Instagram, sparking 65 billion actions with social audiences (i.e., comments, shares, re-Tweets, etc.).
  6. Article

    This case study demonstrates how Always, the feminine hygiene brand, changed a negative stereotype about what it is to be a girl, in turn growing purchase intent.

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