Advertising budgets are under increasing scrutiny and rapidly-changing retail conditions are demanding improved solutions for justifying and optimising marketing investments. A focus on evidence-based planning and durable measurement solutions is driving a return to Marketing Mix Modelling (MMM). The availability of more accurate, timely and relevant ‘always-on’ data is now being utilised to advance analysis, […]
YouTube, hit hard by the digital ad market slowdown, remains popular among consumers, reports WARC. It reaches half of all Internet users globally (2.07 billion), and commands a strong position in the online video advertising market. With advertising investment forecast to reach $30.4 billion (€28.3bn) globally, the Alphabet owned video platform is actively looking for […]
Media fragmentation has been creating challenges across sectors, and Retail and CPG are no exception. Strategic decisions are becoming more complex as brands search for the most effective response to the cost-of-living crisis, the growth of ecommerce, changing consumer expectations, shoppers’ desire for more personalised experiences and the splintering of the media landscape. There are […]
The Advertising Association / WARC Expenditure Report shows the UK’s ad market grew 8.8 per cent to £34.8 billion (€39.2bn) in 2022, despite a dip in the final quarter of the year. Revised forecasts suggest minimal growth (+0.5 per cent) in 2023, with spend expected to reach £35 billion, before a 3.9 per cent rise in […]
Search marketing is on the cusp of its most consequential transformation since Google first introduced its sponsored keyword search auction over 20 years ago, and the more recent introduction of the use of data and algorithms to provide greater personalisation in search results. Now a third era of search beckons – one defined as much […]
The media industry has entered a period of flux according to WARC. What constitutes a media owner is being challenged by structural shifts in the global advertising market worth $993 billion (€934bn) this year. It is becoming harder for content-creating publishers to remain competitive against data-rich performance channels such as retail media, and sustain publishing […]
WARC, the global authority on marketing effectiveness, and The Marketing Society, the global community of progressive marketing leaders, have joined forces to form a new Knowledge Partnership, providing members of The Marketing Society with valuable insights and thought leadership on the latest trends and best practices of the marketing industry. At the heart of the […]
The latest quarterly data from the Advertising Association/WARC Expenditure Report shows that UK adspend rose 4.3 per cent in Q3 2022, to a total of £8.5 billion (€9.6bn). This means spend during the first nine months of the year was up 10.8 per cent, at £25.3 billion. Additional report highlights include: – OOH and cinema […]
The coming 12 months may usher in a new pattern for global advertising investment, according to marketing insight company WARC. Against a backdrop of economic crises, geopolitical complexity, spiralling inflation, supply chain disruption, and structural technology shifts, marketers are re-evaluating their approach. Ad spend is growing but at a slower pace. WARC’s latest forecast is […]
A sustainable e-commerce strategy has quickly become integral to winning across online and offline platforms. In 2023 and beyond, e-commerce will not just be a section of the retail picture, but a defining element of its composition, according to WARC’s Future of Digital Commerce report. Gregory Grudzinski, Head of Content, WARC Digital Commerce, said: “In […]