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, […]

The latest Advertising Association/WARC Expenditure Report shows that the UK’s advertising market was marginally up (+1 per cent) during the second quarter of 2023 – in line with AA/WARC’s July forecast of 0.9 per cent growth – to reach a total of almost £9 billion. The figures show key online formats, including search (+5.3 per […]

The rise of Retail Media in the advertising landscape has been speedy. Its global advertising spend is poised to reach $128.2 billion (€121.3bn) this year, forecasts WARC Media, with Amazon the biggest winner. Up 10.2 per cent year-on-year, ad investment is forecast to rise to $141.7 billion in 2024 and is on track to overtake […]

A study from WARC, the experts in marketing effectiveness, forecasts that global advertising spend is on course to grow 4.4 per cent this year and a further 8.2 per cent in 2024, by when expenditure will have topped $1 trillion (€0.92tn) for the first time. The analysis combines data from WARC’s proprietary survey of media […]

British advertising remained stable in the first quarter of the financial year 2023 with flat year-on-year spending of £9 billion (€10.5bn), the AA/WARC Expenditure Report shows. The outlook for the full year, however, has improved +2.1 percentage points on April’s forecast to reach £35.7 billion, equivalent 2.6 per cent expected year-on-year growth. “With the economy […]