Digital media

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Half of over 55s in Southeast Asia are gamers

Data • Rob Clapp, WARC Data Points, February 2021

An overview of gaming audiences in Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam.

Mobile gaming investment intensified in 2020

Data • Rob Clapp, WARC Data Points, February 2021

An overview of growth in mobile gaming advertising revenue in 2019 and 2020.

Two in five consumers have a next gen TV

Data • James McDonald, WARC Data Points, February 2021

An overview of internet-connected TV penetration (smart TVs and connected TVs) globally.

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.

How national chains can significantly improve ad performance through hyperlocal campaign optimizations

Article • Jay Friedman, WARC Best Practice, February, 2021

Examines how hyperlocal campaign optimizations, with fine-tuned attention to potential buyers that move away from assumptions, can result in campaign effectiveness and efficiency.

YouTube, Facebook failing to attract e-sports fans from Twitch

Data • Rob Clapp, WARC Data Points, February 2021

An overview of Twitch, YouTube Gaming Live and Facebook Gaming consumption and audiences in 2019 and 2020.

How to prepare for playing in the Google Privacy Sandbox: Q1 2021 update

Article • Jack Shearring, WARC Exclusive, February 2021

Updated guidance on Google’s attempts to replace third-party cookies in Chrome.

Five ways sponsorship will change in 2021 and beyond

Article • Alex Burmaster, WARC Exclusive, February, 2021

This article explores the possible long-term legacy of COVID-19 on sponsorship marketing.

Reach Solutions: In safe hands

Article • Research on WARC, February 2021

Online safety and regulation has been an issue for a number of years, with high profile incidents fuelling concerns among both the public and advertisers.

Amazon ad sales up 66% in 2020, and three other lessons from a record Q4

Article • Sam Peña-Taylor, WARC Exclusive, February, 2021

This article explores the key takeaways from Amazon’s record-breaking Q4 2020, a year in which pandemic necessity and heavy investment saw the company’s revenues and profits rocket.

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.

Media Owner Profile: Spotify

Data • Rob Clapp, WARC Data Points, February 2021

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

Sport turns to short-form content as new business models grow

Data • Rob Clapp, WARC Data Points, February 2021

An overview of global growth areas in sports media consumption and business model adoption.

Media Owner Profile: Roku

Data • Rob Clapp, WARC Data Points, February 2021

This Media Owner Profile of Roku includes global data on company revenue by segment, user penetration and consumption plus average revenue per user.

Bland to brand in three steps: How to avoid getting lost in the sea of digital sameness

Article • Sarah Cajelot, Joel Molinari, Emma Lester and Eloise Liley, WARC Exclusive, Spotlight Australia, January 2021

The TBWA\Melbourne team outlines how brands can avoid becoming forgettable in the race to be seamless, frictionless, personalised and data-driven.

Brands spent and sold 50% more on Amazon in Q4

Data • Rob Clapp, WARC Data Points, January 2021

An overview of growth in Amazon advertising spend, attributed sales, clicks and cost-per-click in Canada, Germany, the UK and the United States in Q4 2020.

Asia over-indexes for livestreamed video consumption

Data • Rob Clapp, WARC Data Points, January 2021

An overview of video streaming by content type (on-demand or live) in Asia and globally.

Top Trends in Media and Society for 2021

Article • Dan Calladine, WARC Webinars, January 2021

Dan Calladine, head of media futures at Carat, discusses key insights from its recently released annual report which highlights twelve societal and media trends – and their implications for brands.

After the riot: How brands can respond to an ever-changing US political climate

Article • Anita Schillhorn , WARC Exclusive, Spotlight US, January 2021

Going into the fourth quarter of 2020, a McKinney study found that months of quarantine and pandemic news coupled with a contentious political environment had worn down the American psyche; consumers felt restricted, conflicted, and overwhelmed.

Brands should have values, not politics

Article • Avin Narasimhan, WARC Exclusive, Spotlight US, January 2021

Brands should focus on values and not politics to avoid alienating potential customers.

It’s not just political: The cross-currents buffeting US consumers

Article • Victoria Sakal, WARC Exclusive, Spotlight US, January 2021

While there has been much emphasis, especially in the last year, on political divides, the differences in American society go deeper as perceptions and attitudes also vary depending on factors such as age and income – differences which have real implications for the role of corporations in society.

Casual games attract large audiences but little spend

Data • Rob Clapp, WARC Data Points, January 2021

An overview of mobile gaming downloads, consumption and consumer spend broken down by game genre.

Gaming activity grew quickest among older Americans in 2020

Data • Rob Clapp, WARC Data Points, January 2021

An overview of growth in time spent gaming and spending on video games in the United States among older audiences.

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.

Share of search: The most important metric you’ve never heard of

Article • James Hankins, WARC Exclusive, January 2021

Introduces ‘Share of Search’ and presents several useful and applicable techniques to help establish a nuanced picture of a brand’s context versus its competitor set.

What we know about combining TV with digital media

Article • WARC Best Practice, July 2020

Provides marketers with information and guidance about combining TV and digital media strategies.
Media in focus: Marketing effectiveness in the digital era

Article • Les Binet and Peter Field, Institute of Practitioners in Advertising, October 2018

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.
What we know about TV audiences

Article • WARC Best Practice, December 2020

This article explores the current thinking and writing on TV audiences - a group of people once defined by the use of one stable, popular medium, which has now fragmented forcing a re-evaluation of audience measurement.
What we know about multiscreen media planning

Article • WARC Best Practice, October 2019

Explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.
Global Ad Trends: OOH in focus

Article • James McDonald, WARC Data, February 2018

This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry.
How to market to Vietnamese consumers

Article • Katrin Roscher, WARC Best Practice, November 2018

Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.