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Online video and social advertising to accelerate this year

Data • Rob Clapp, WARC Data Points, April 2021

An overview of global media investment in 2020 and 2021.

An underestimated opportunity: Why brands should take the podcasting plunge

Article • Shauna Moran, WARC Exclusive, April, 2021

Global research from GWI on podcast audiences.

Trend Snapshot: Clubhouse and the emergence of social audio

Article • Alex Brownsell, WARC Trends, March 2021

Looks at how app Clubhouse has become the poster-boy for social audio after launching in March 2020 and following the arrival of celebrity participants like Elon Musk and Mark Zuckerberg.

Are you listening? Synthetic voice and the future of audio advertising

Article • Silke Zetzsche, WARC Exclusive, March 2021

How brands can use synthetic voice in dynamic creative advertising.

One in three young adults prefers brands with a sonic identity

Data • Rob Clapp, WARC Data Points, March 2021

An overview of consumer engagement with sonic and audio brand identity in Great Britain.

28% of Americans listen to a podcast every week

Data • Cinzia Petio, WARC Data Points, March 2021

An overview of podcast and online audio consumption in the United States.

2020 reshaped US media, but the pandemic is only part of it

Opinion • Cathy Taylor, March 2021

This article is part of the March 2021 Spotlight US series, “Media strategies for a shifting US landscape.” Read more

What we know about podcasts in marketing

Article • WARC Best Practice, March 2021

Explores how the increasing popularity of podcasts is presenting new opportunities for advertisers, including a chance to access hard-to-reach audio audiences that are highly engaged, and explains how brands must clearly indicate their presence to avoid overstepping editorial boundaries.

Spotify opened out its research methods to go deeper into 2020 listening trends

Article • Sam Peña-Taylor, Event Reports, MRS Impact conference, March 2021

Spotify, the music streaming service, looked deeper into the strange listening data that was coming out of its platform at the beginning of the pandemic and came up with lessons about how to understand users at a time of high stress.

TV was the least cost-effective channel in 2020

Data • Rob Clapp, WARC Data Points, March 2021

An overview of the cost-effectiveness of different channels in multimedia campaigns.

The value of the ‘working from home’ audience

Opinion • Kamilah Kamara, March 2021

New working habits have been formed during the pandemic and they appear to be here to stay, writes Kamilah Kamara, Insight Manager at Radiocentre.

Clubhouse is a new place for brands to play, but it may not be the future of social audio

Article • Arianna Konstantin, Allie Wassum and Azul de Mendieta , WARC Exclusive, March, 2021

This article looks at what makes Clubhouse a disruptor, and brand use cases for it, as social audio becomes an increasingly popular outgrowth of social media.

Subscription services see rising popularity

Data • Rob Clapp, WARC Data Points, March 2021

An overview of interest in and use of subscription services across 12 markets.

B2B: Moving offline online

Opinion • Margaret Kendrick, March 2021

In March last year, the way we all work changed dramatically. Events were cancelled across the globe, working hours altered, and people everywhere embraced a completely new way of working. Despite all of this, brands still needed to get in front of customers and adapt, to ensure that brand messaging was still being communicated in an engaging way.

ECI Media Management Inflation Report Q1 2021

Data • ECI, WARC Data, March 2021

A Q1 2021 update of ECI Media Management's Media Inflation Report explores the effect of the pandemic on media inflation in 2020, and provides forecasts on how it will recover globally, by region and in key markets in 2021.

What you need to know about interactive audio ads

Article • Flora Williams, WARC Exclusive, March 2021

A best practice guide to creating interactive audio advertising.

Ford Motor Company: Bring Back Bronco Podcast

Case Study • SABRE Awards, IN2, North America, Best in Audio: Podcasts and Music, 2021

Ford, an automobile brand, created a podcast series entitled Bring Back Bronco to relaunch its SUV Bronco in the US.

Good Humor: A New Jingle for a New Era

Case Study • SABRE Awards, IN2, North America, Best in Digital/Print Media, 2021

Good Humor, an ice cream brand, took a stand during the Black Lives Matter movement by partnering with rapper and composer The RZA to recreate a classic ice cream truck song which previously featured racist and offensive lyrics.

Podcast listeners more diverse than US population

Data • Rob Clapp, WARC Data Points, February 2021

An overview of podcast audiences and their response to advertising in the United States.

Re-evaluating media for recovery

Article • Martin Vinter, WARC Exclusive, February 2021

Research into the disparity between perception and reality of media effectiveness.

Emerging metrics and tools are making podcasts a better marketing platform

Article • Mike Addonizio, WARC Exclusive, February, 2021

Despite an early pandemic dip, podcast downloads have rebounded, proving the platform’s popularity beyond how it became part of once-familiar commuting habits.

All media bar print to see costs rise this year

Data • Rob Clapp, WARC Data Points, February 2021

An overview of media inflation in 2020 and 2021.

Indians place more trust in ads than Chinese

News • 08 February 2021

Ads served on television, radio and print broadly earn the trust of a majority of consumers in Asia-Pacific, while Indians and Indonesians tend to be much more trusting even for media where there is more scepticism in other markets.

B2B comes of age as marketers find new opportunities

News • 03 February 2021

B2B marketing is undergoing a transformation as businesses innovate and experiment with their media choices, including a newfound interest in digital audio, a new WARC study in association with audio streaming service Spotify finds.

B2B 내 채널 변화: 기술 및 통신 시장에서 변화하는 전략

Article • WARC Exclusive, February 2021

Spotify 관련 기술 및 통신 분야에서의 B2B 마케팅 분석.

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.
The impact of COVID-19 on media strategy

Article • MediaSense, WARC Exclusive, March 2020

An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
What we know about radio and audio effectiveness

Article • WARC Best Practice, October 2020

Explores the current writing and thinking on the effectiveness of radio and audio, mediums with inherent persuasive strengths and track records of strong ROI.
What we know about podcasts in marketing

Article • WARC Best Practice, March 2021

Explores how the increasing popularity of podcasts is presenting new opportunities for advertisers, including a chance to access hard-to-reach audio audiences that are highly engaged, and explains how brands must clearly indicate their presence to avoid overstepping editorial boundaries.
What's working in audio

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in audio.
Changing channels in B2B: Shifting strategies in tech and telco markets

Article • WARC Exclusive, February 2021

An analysis of B2B marketing within the technology and telecoms sectors, in association with Spotify.