WARC Digital Commerce has published its annual report looking at the trends having an outsized impact on the future of this dynamic and hyper-competitive space. Gregory Grudzinski, Reports Editor, WARC Digital Commerce, and author of the study, commented: “Following the explosion of digital commerce onto the advertising landscape, this report looks at trends in four […]

Fragmented media consumption and rising advertising costs are making it harder for brands to reach and connect with audiences. Increasingly, advertisers are leveraging the power of short-form video to build quality reach and drive business impact. Research from WARC, in partnership with TikTok, finds that adding short-form video to the media mix can improve brand […]

According to WARC Media’s latest forecasts, social media is now the largest channel worldwide by advertising investment, having overtaken paid search last year, and is forecast to total $247.3 billion (€231.1bn) in 2024, up 14.3 per cent year-on-year. Data from GWI shows that time spent with social platforms has increased by 50 per cent since […]

The latest Advertising Association/WARC Expenditure Report shows that the UK’s ad market recorded a 6.1 per cent increase in investment to a total of £36.6 billion in 2023; the 13th annual expansion recorded in the last 14 years. The data also shows that online formats now account for over three-quarters of all UK ad spend […]

As cookies are phased out and new measurement techniques come to the fore, 2024 will be a year defined by disruption, uncertainty and experimentation. According to WARC data, only a small fraction of marketers (2 per cent) are using the following measurement techniques in combination – marketing mix modelling (MMM), experiments, attribution – to assess […]

At a time when marketers are increasingly reliant on sport for mass reach, the sector faces fragmentation. Live sports rights are splintering between broadcast, OTT and mobile apps, while social platforms are rising in importance for fans. Sports media in the era of fragmentation, WARC Media’s latest Global Advertising Trends report, examines sport’s new media landscape, […]

Advertising spend in the UK beat expectations in the third quarter of 2023, according to the latest quarterly data from WARC and the Advertising Association, driven by search and online display spending. Key figures The AA/WARC report finds that spend rose by 15.9 per cent to a total of £9.6 billion (€11.2bn) for the period […]

After a challenging 2023, WARC Media predicts global advertising spend will double its growth in 2024 with spend expected to top $1 trillion for the first time. Just five companies – Alibaba, Alphabet, Amazon, Bytedance and Meta – are forecast to attract over half (51.9 per cent) of global advertising spend this year as their […]

Despite concerns about the economy, the majority of marketers (61 per cent) are optimistic and expect business to be better next year than the current year, according to The Voice of the Marketer 2024, a report by WARC. With global marketing investment set to increase 8.2 per cent in 2024 to top $1 trillion for […]

Socio-political polarisation, the potential of generative AI, masculinity in crisis, ‘sportswashing’, and community-based sustainability are five key trends that have reached an inflection point and will shape global marketing strategies in 2024, according to WARC’s Marketer’s Toolkit 2024.  The trend identification for the report is based on WARC’s new proprietary GEISTE methodology (Government, Economy, Industry, […]