Print

Latest
Most Read

1,285 results found

Sort By

TV and social advertising inflated compared to consumption

Data • James McDonald, WARC Data Points (Curated), October 2021

An overview of the global investment gap between advertising spend and media consumption.

Global Ad Trends: The Investment Gap

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

This report summarises the latest research from WARC's Data platform, with a focus on the gap between advertising investment and media consumption. Key findings include:

Marketing budget growth has slowed in recent months

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of global marketing budgets by medium between May and September 2021.

B2B marketers use broader range of channels than B2C

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of marketing channels used by B2B and B2C companies.

The New York Times, Revenue, Q1 2015–

Data • WARC Data Points+ (Dynamic), October 2021

An overview of The New York Times' revenue by business segment (USD millions, nominal, and year-on-year % change).

The New York Times, Subscriptions, Q1 2015–

Data • WARC Data Points+ (Dynamic), October 2021

An overview of The New York Times' subscriptions by business segment (thousands and quarter-on-quarter % change).

39% of online publisher traffic is from loyal readers

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of online publisher traffic and audience loyalty.

Half of adults always accept website cookies

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of consumer willingness to accept website cookies.

A peek into the digital emergence of Bangladesh

Opinion • Rabeth Khan, September 2021

Bangladesh is emerging as one of the most exciting markets in Asia and D’reach’s Rabeth Khan shares how the country’s digital maturity has evolved over the years and is now offering new opportunities.

Lowering costs and increasing click-throughs: NewsGuard’s IPG partnership proves brands can advertise more efficiently by avoiding misinformation sites – and supporting legitimate news

Article • Veena McCoole, WARC Exclusive, September 2021

A case study of a top Fortune 500 advertiser shows how funding quality journalism improves efficiency and supports legitimate news.

The effects of context congruence on ad persuasiveness in e-magazines: It serves my motive, and I distinguish the advertisement

Research Paper • Achyut Telang, Debajani Sahoo, Sreejesh S., and Justin Paul, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 303-317

Despite substantial interest in advertisement-context congruence as a determinant of advertisement effectiveness and advertisement memory in digital platforms, especially in the electronic magazine (e-magazine) context, less attention has been devoted to identifying how it influences advertisement persuasion.

Online video and influencer budgets to see biggest increase in 2022

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of the change in media budgets by senior marketers in 2022.

United States Postal Service: Democracy by mail

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

The United States Postal Service(USPS), a mail company, set out to restore the faith of Americans who doubted vote by mail.

Red Wing Shoes: Labor Day on

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Red Wing Shoes, a footwear company, launched the #LaborDayOn initiative in the US to help unemployed Americans find work.

Myanmar communication landscape

Article • Vero, Research on WARC, August 2021

Creative agency Vero’s “Myanmar Communication Landscape” report outlines the changes while offering insights and information based on both external data and personal observations.

Radio budgets growing after steep cuts last year

Data • Rob Clapp, WARC Data Points (Curated), July 2021

An overview of global marketing budgets by medium between January and July 2021.

The New York Times: Identity isn’t about identifiers – it’s about people

Opinion • Robin Berjon, July 2021

Contextual identity is a transition from indiscriminately finding people to finding high quality knowledge about people, writes The New York Times’s Robin Berjon.

Out-of-home budgets see growth for first time since COVID-19

Data • Rob Clapp, WARC Data Points (Curated), July 2021

An overview of global marketing budgets by medium between January and June 2021.

Indonesia, Newspaper advertising expenditure by format

Data • Cinzia Petio, WARC Data Points (Dynamic), July 2021

An overview of total newspaper advertising spend in Indonesia since 2012.

An-Nahar: The new National Anthem Edition

Case Study • Noor Hassanein, WARC Prize for MENA Strategy, Bronze, 2021

Arabic-language daily newspaper An-Nahar reworded the national anthem to encourage positive action and raise its profile in Lebanon.

HSBC Bank: How HSBC Bank went beyond boundaries

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

HSBC, the bank, positioned itself as a brand for progressives and millennials with the stereotype-breaking tone of its campaign in India.

KFC: KFC weddings

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Fast-food brand, KFC, achieved brand fame through earned PR by encouraging people in Australia to stuff judgement and have their wedding catered by KFC.

Molson Canadian: Make it Canadian

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Molson Beer, a Canadian beer brand, launched a campaign on Canada Day that increased brand authenticity and consideration with lapsed drinkers.

The Telegraph: Changing the prayer and praying for change

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

The Telegraph, an English-language daily newspaper in West Bengal, launched a campaign in India to change a prayer for sons to a prayer for children during the Durga Puja festival.

Times Of India: Maa Aashchen, Tumi Kothae? Phirey Esho Kolkata

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Times of India, a newspaper, used the festival of Durga Pujo to reconnect with its female reader base in India.

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:
Media allocation report

Data • WARC Data, December 2020

Using its database of effective advertising campaigns, WARC analysed over 1,400 case studies that contained budget and media allocation information.
Relevance matters

Article • Anna Sampson, WARC Exclusive, February 2021

Looks at the importance of emotional connection between advertiser and consumer, and its impact on short- and long-term effectiveness.
What we know about newsbrand effectiveness

Article • WARC Best Practice, January 2021

Covers current thinking and reading on the effectiveness of newspaper advertising, a platform still capable of mass appeal; ads placed among relevant content can engage, drive awareness, and drive sales among readers.
What we know about magazine advertising

Article • WARC Best Practice, December 2020

This article explains how magazines have adapted, redefined and reestablished themselves in an age where digital media has caused significant disruption.
What we know about newsbrand audiences

Article • WARC Best Practice, February 2021

Considers the current thinking and reading on the subject of newspaper audiences, an evolving and complicated demographic that must now be measured across the channels on which news is read.