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TomTom’s Traffic Index tells the story of the pandemic in data

News • 18 January 2021

Or at least some of the story – the GPS company’s annual report shows where 2020 was unique, and some surprising areas.

Lessons from Conde Nast’s alleged audio mistakes

News • 14 January 2021

Stories of failure tend to be more useful than stories about success, and with podcasts gaining popularity as a deep engagement medium, companies are scrambling to assemble capabilities and, as former CN Audio employees allege in an open letter, maki

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.

Audio media may need to change its tune if it is to thrive in 2021

Opinion • Alex Brownsell, January 2021

Despite strong evidence supporting the effectiveness of audio advertising, many brands appear unwilling to invest in the medium, writes Alex Brownsell.

A new benchmark for mechanical avoidance of radio advertising: Why radio advertising is a sound investment

Research Paper • Aaron Michelon, Steven Bellman, Margaret Faulkner, Justin Cohen, and Johan Bruwer, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 407-416

Radio remains popular, delivering an audience reach of over 90 percent, but radio ratings may overestimate real advertising exposure.

O2: Discover Live

Case Study • Dom Whitehurst, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Telco O2 majored on its music-related credentials to target fans, drive awareness and grow brand love in the UK.

Dove: Light hair for a light day

Case Study • Thanh Vo, Ha Tran, Soumya Ranjan Panda, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Dove Demi, the shampoo brand, used hypertargeted outdoor media to put the product top of mind at key moments for its young female audience in Vietnam.

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.

Axe: Stay Fresh With Music

Case Study • Oscar Maalihan, WARC Media Awards, Entrant, Best Use of Data, 2020

Axe Deodorants identified music as a passion point and partnered with Spotify in the Philippines to run a targeted digital campaign for its new Ice Chill variant; its 18-24-year-old male target audience streams over two hours of music a day.

Jacaranda FM and East Coast Radio: Radio's relevance in lockdown through first-party data

Case Study • Charis Coleman, WARC Media Awards, Entrant, Best Use of Data, 2020

Commercial radio stations Jacaranda and East Coast Radio harnessed the power of qualitative data to better understand their audiences and position radio at the forefront of information sharing in South Africa while also boosting ad revenue.

Daily news podcasts build younger, more loyal audiences

News • 24 November 2020

As the podcast medium matures, publishers and marketers are learning about the role of short daily news briefings in building and maintaining audiences, research from the Reuters Institute finds.

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.

Three podcast stories that mattered this week: Spotify, Pushkin, Patreon

News • 13 November 2020

Spotify spends more money, iHeartMedia inks a boutique partnership, and Patreon brings paywall tech to independent producers – it’s been a busy week in podcasting.

How Slate built an ad-targeting tool through audio

News • 12 November 2020

News and podcast publisher Slate has begun to promote Slate Select, an ad targeting tool that lets advertisers reach audiences across its sites and podcast network using the brand’s own audience data.

Australian podcast downloads up 55% since March

Data • Rob Clapp, WARC Data Points, November 2020

An overview of monthly podcast downloads in Australia between October 2019 and September 2020.

TV budgets register first growth of 2020

Data • Zoe McCready, WARC Data Points, November 2020

A summary of the latest readings from WARC's Global Marketing Index (GMI), a unique monthly barometer of the state of the global marketing industry based on current sentiment among practitioners.

Host-read podcast ads deliver 50% higher purchase intent

Data • Rob Clapp, WARC Data Points, November 2020

An overview of the effectiveness of host-read podcast advertising compared to messages not read by the host.

India, Radio advertising expenditure