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Tag: Warc

  • Grand Prix winners for the WARC Awards 2024

    Leo Burnett Mumbai wins two Grands Prix for Effectiveness

    The WARC Awards for Effectiveness 2024, in association with Lions, have been announced. And India leads with two Grands Prix, both awarded to Leo Burnett Mumbai. The awards honour the best marketing campaigns from across the globe that deliver strategic brilliance and effective impact to drive commercial success. Six Grands Prix have been awarded following a rigorous judging process and much deliberation by a super jury made up of all 12 regional jury chairs representing Asia-Pacific, Europe, Middle East & Africa, Latin America and North America.

    Selected from 22 regional gold-winning entries, the Grands Prix showcase the best work of how marketers are driving growth across different sectors and audiences and for local and global brands. Agenices from Australia, Brazil, Spain and Sweden each win one metal. Only our own Leo Burnett has bagged two metals.

    Said Susan Irving, Chief Marketing Officer, Kruger Products, Canada, and Chair of the Global Grand Prix jury: “It was my privilege to lead such a disciplined, accountable jury that held work to the highest standards. Our decisions were guided by the data and the Creative Effectiveness Ladder and we were rigorous in seeking only to recognise those campaigns that unquestionably connected their objectives to strong results and demonstrated long-lasting impact for brands and society. Anyone awarded a Grand Prix by this jury is a true Grand Prix winner, the best of the best, and I congratulate them all.”

    Added John Bizzell, Awards Lead, WARC: “The six Grand Prix winners that our super jury lasered in on from the hundreds of entries judged this year are superb additions to WARC’s library of effectiveness and really set the bar for the quality of work brands and agencies need to create to compete for these awards. I’m excited to share them with the world and see what they inspire in the future.”

    The two Grand Prix for Leo Burnett are:

    Cultural Impact Grand Prix: ‘Changing the education system to keep girls in school’ for Whisper by Leo Burnett, Mumbai, India

    Feminine hygiene brand Whisper helped girls remain in school in India with an educational lobbying campaign that broke the taboos around menstruation. Society’s silence surrounding periods had resulted in their omission from school science books. Following the campaign, the Indian government has committed to adding in the missing chapter.

    Commenting on the campaign, Kevin Mercer, Director, Brand Strategy, Expedia Group – UK, said: “This campaign demonstrated a simplicity in its strategic thinking. Rather than directly advertise feminine hygiene products, it filled a gap in education about menstruation for young women and girls that the jury found incredibly smart. There was real care and craft in how Whisper and Leo Burnett got it to market, which made it a clear Grand Prix winner. A lot of things are happening around the world, like book bans and removing access to education and knowledge, and this is the sort of campaign that sets us up for a better future.”

    Use of Data Grand Prix: ‘Democratising technology to help farmers fight climate change’ for Lay’s by Leo Burnett, Mumbai, India

    To grow preference and penetration in India, potato chip manufacturer Lay’s created a data-driven initiative to protect its supply chain by helping farmers identify and respond to weather hazards to prevent crop loss. As a result, potato yields increased by 25%, boosting farmers’ income by $55/acre; preference grew 10bps and penetration grew by 8bps.

    Said Sindhuja Rai, CEO, Wavemaker – Singapore: “The Lay’s campaign is a powerful concept – leveraging their data has driven immediate value for farmers in their supply chain, but the potential if this technology were cascaded across the globe is immense. They Defined the objectives clearly and over-delivered on almost all KPIs. That, and the greater good this could do for humanity, made this a clear Grand Prix winner.”

    The Grands Prix winners were first revealed on Thursday via The Effectiveness Show part one. The Effectiveness Show part two will include interviews and insights from the Grand Prix winners, and will be available on June 27.

  • Retail media is set to draw over a quarter ($93.8bn) of all search adspend this year, notes Warc

    Search is King!

     

     

    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 by image or video as text, and by artificial intelligence and natural language processing, in which marketers shift from targeting keywords to targeting intent and context.

    WARC Media’s latest Global Advertising Trends report, Search 3.0, explores the impact of retail media on advertisers’ paid search investments, the growing role of social platforms on search journeys, and the rise of generative AI search.

    Author of the report, Alex Brownsell, Head of Content, WARC Media, says: “The search market is on the cusp of an era of innovation. Google’s long-standing market dominance is set to come under unprecedented pressure as consumers pivot away from text-based search towards discovery on social, generative AI reinvents the search experience, and the explosive growth of retail media, the majority of which is search-orientated, continues.”

     

    Steady growth for search, even in tough times

    Amidst an ongoing digital ad market slowdown, traditional search spend (excluding retail media) is proving to be resilient. While global advertising investment is forecast to grow just 2.9% to $907.2bn this year, paid search, the largest media channel by ad spend globally, is set to increase 6.2% according to WARC Media.

    40% of the global search market is in the US, where WARC Media forecasts a robust 12% growth rate this year, taking its value to nearly $100bn.

    In APAC, where social commerce is far more established, paid search’s share of advertising budgets falls to 17%. Japan, the APAC market outside of China with the biggest search spend, is forecast to see search investment expand to $7.4bn in 2023. In China search spend is expected to grow to ¥131bn ($19bn).

     

     

    The search market, including retail media, is forecast to reach $350.4bn in 2023

    Retail media has transformed the search advertising market over the last few years. According to WARC Media and GroupM forecasts, total search advertising spend, is set to be worth $350.4bn this year, of which just over a quarter (26.8%) will come from retail media, valued at $93.8bn.

     

     

    As brands commit more budget towards retail media, and the number of platforms increase, marketers may be forced to make trade offs where their ad spend goes. Advertisers will also need to rethink their approach to paid search and SEO, and particularly how their brands show up towards the bottom of the purchase funnel.

     

    Search experiences are fragmenting across platforms

    Younger audiences increasingly favour searching for information and inspiration on visual platforms such as TikTok, Instagram, Pinterest and YouTube or RED, Douyin and Zhihu in China. According to data from GWI, in 2020, 19.2% of internet users turned to TikTok to search, rising to 27.5% last year.

    As search evolves into a “system for exploration” and search strategies diverge depending on category and demographic, Google’s dominance of the global search advertising market is being challenged.

    According to WARC Media, whilst Google remains the dominant force in search and is forecast to earn $176.4bn in advertising revenue in 2023, its share of total search, which includes retail media, is set to drop from 51.0% in 2021 to 50.4% in 2023.

    Over half (53%) of global advertisers surveyed by WARC for The Marketer’s Toolkit 2023 report said they plan to increase ad investment with Google this year, down from 59% the previous year.

     

    Generative AI threatens to disrupt search behaviour

    A race has begun to develop the most compelling AI chatbot search product. Microsoft plans to incorporate OpenAI’s ChatGPT – estimated to have become the fastest-growing app in history, reaching 100 million monthly active users in only two months – into Bing.

    However, as it stands, Bing is only forecast to earn a 5.2% share of the global search market in 2023, per WARC Media. Yet the news was deemed a “code red” situation for Google, which has subsequently rushed to launch Bard, its conversation technology.

    The arrival of generative AI will cause major considerations for brands, such as how paid ads will fit into the conversational nature of the content, the partiality of chatbot responses, risk of content misinformation and misalignment with brand guidelines.

     

    Download a complimentary sample report of WARC Global Ad Trends: Search 3.0 here.

     

    Global Ad Trends, is a quarterly report which draws on WARC’s dataset of advertising and media intelligence to take a holistic view on current industry developments. It is part of WARC Media, which provides rigorous and accurate benchmarks aggregated and verified from over 100 reputable sources, empowering media decision makers to plan strategies with precision. WARC Media is available by subscription.

  • Highlights the challenges faced in the modern marketing industry

    WARC unveils ‘State of Modern Marketing in India 2022’ report

    By Our Staff

     

    World Advertising Research Centre (better known as WARC) has come out with a report titled The State of Modern Marketing in India 2022.

     

    Findings from this study suggest that over a third (36%) of Indian marketers will spend more than 60% of their budgets on digital marketing, compared to 25% of APAC marketers overall.

     

    Other key findings:

    > Two-thirds of marketers expect the metaverse to significantly impact digital marketing in the next five years

    > Around a fifth of marketers currently use AR/VR to drive improvements in marketing, but over half expect it to be the most significant technology for marketing in two years’ time.

    > The removal of third-party cookies and the continued impact of Apple’s ATT are seen as more significant to Indian marketers than those elsewhere in APAC.

    > Multiscreening has overtaken m-commerce and watching the video to become the most significant consumer behaviour for the marketing industry in India

    > A majority of marketers are using data analytics and collection to drive improvements in their digital marketing.

     

    *Over two-thirds (67%) of respondents highlight brand awareness as a key priority in digital marketing.

    *Almost half (48%) of Indian marketers have used Facebook or YouTube for display advertising.

    *YouTube is the top streaming service in India, with 79% of Indian internet users saying they use it.

    *Over four in five (82%) expect digital marketing budgets to increase over the next year, compared to 67% across APAC.

    *Multi-screening has emerged as the most significant consumer behaviour (60%), doubling in perceived significance in India since 2021 (31%).

    *Budgets (36%) are the biggest barrier to the growth of digital marketing in India.

    *OTTs are seen as one of the most significant consumer behaviours in India, more so than across the rest of APAC.

     

    The report is based on an online survey of 100+ marketing professionals, carried out between July and September 2022.

  • WARC downgrades expectations as economic slowdown bites and social companies stal

    Global adspend to rise 8.3%, but growth to slow significantly in 2023: WARC

     

     

    By Our Staff

     

    Global advertising spend is on course to rise by 8.3% – or $67.3bn – to $880.9bn this year, reports WARC, lifted by a positive first half for holding companies and a boost from cyclical events in the second, most notably the US midterm elections and the men’s FIFA World Cup in Qatar this November. Market growth is then set to ease significantly – to 2.6% – in 2023, as investment is inhibited by cooling economic conditions and third-party cookie blocking online.

     

    The new projections, based on data from 100 ad markets worldwide, amount to a downgrade of 4.3 percentage points (pp) to 2022 growth and 5.7pp to 2023’s prospects, compared to WARC’s previous global forecast in December 2021. Taken together, the new forecasts represent a reduction of almost $90bn in growth potential for the global advertising market this year and next.

     

    Advertising holding companies – which serve many of the world’s biggest brands – have recorded a positive start to 2022, with all major firms upwardly revising forward guidance for the year ahead. Conversely, small to medium-sized businesses (SMBs), who largely buy ad space directly, are bearing the brunt of worsening economic conditions. A slowdown in SMB advertising activity will impact social media companies most – a sector already struggling to grapple with the impact of Apple’s new privacy measures. WARC expects social media ad spend to rise 11.5% this year (compared to +47.1% in 2021) then ease to just 5.2% in 2023 – the slowest rate yet for the sector.

     

    Aside from businesses, consumers are also feeling the squeeze of soaring price inflation. This is particularly true among low earners for whom energy and food costs comprise a higher proportion of income. Wealthier consumers, however, have seen the value of their assets appreciate in recent years and are more likely to have received above-inflation pay rises – spending intentions among high earners remain bullishly positive per Deloitte monitoring. Sectors like technology & electronics (+11.5% in 2023), pharma & healthcare (+7.5%) and household & domestic (+6.5%) are expected to post healthy increases in advertising investment to capture any available disposable income.

     

    Social media’s $40bn shortfall

    Apple’s move to block third party cookies across its 2bn devices – which are used by 12% of the global population (860m people) – has already had an adverse impact on the social media companies which rely on third party data, most notably Facebook-parent company Meta.

     

    WARC believes that Apple’s privacy push – aside Google’s delayed move to block third party cookies from its Chrome browser (66% global market share) – will remove close to $40bn from the bottom line of these social media companies over the course of this year and next. A recent survey of over 1,500 practitioners for WARC’s Marketer’s Toolkit found that only a third (34%) of respondents felt fully prepared for a post-cookie advertising market.

     

    Meta recorded its first annual decline in advertising income during Q2 2022 and WARC believes its full year growth will be flat over the forecast period, as the Instagram platform stymies ongoing losses from the core Facebook platform this year and next. TikTok (+41.5%), Snap (+5.8%) and Twitter (+2.7%) are all expected to record growth next year, but at a far slower rate than historically seen, while a number of Chinese platforms are set to record losses.

     

    Very few product sectors are cutting advertising investment

    Of the 18 product sectors monitored by WARC, all bar automotive are on course to increase advertising spend this year. Only four sectors are expected to cut spend in 2023; transport & tourism (-0.4%), alcoholic drinks (-1.1%), financial services (-4.5%) and automotive (-12.4%).

     

    The technology and electronics sector – the third largest of the 18 monitored by WARC – is forecast to lead growth this year and next (+25.0% in 2022 and +11.5% in 2023), culminating in a total spend of $85.1bn by 2023. The pharma & healthcare sector then follows, with expected growth of 11.0% this year and a further 7.5% in 2023, by when investment will have topped $60bn globally.

     

    Retail – the largest sector monitored by WARC and which includes Amazon, the world’s largest advertiser by spend – is set to increase advertising investment by 6.8% this year and 3.6% next year despite retailers seeing tighter margins from inflationary pressures. The automotive sector, however, is bedogged by both supply- and demand-side pressures and is the only sector set to cut advertising spend in both 2022 (-5.3%) and 2023 (-12.4%).

     

    AVOD market heats up as streaming becomes war of attrition

    Advertising spend in the video streaming sector is set to grow faster than the total ad market this year (+8.4%) and next year (+7.0%). Within this, the advertising-funded video on demand (AVOD) sector – which includes the likes of Hulu, Amazon Prime Video and YouTube – is expected to rise 8.0% this year and then a further 7.6% in 2023 to reach a value of almost $65bn.

     

    Aside from the social media players, YouTube’s fortunes have also proven vulnerable to privacy changes on Apple devices; WARC believes that YouTube’s advertising revenue will rise 7.3% this year (compared to a 45.9% in 2021), but that its growth will then ease to 5.6% in 2023. This would give the company 39.4% of the global AVOD market, a declining share (down 0.9pp from 2021) as competition heats up with the introduction of advertising to Disney+ and Netflix later this year.

     

    There is already evidence of saturation in the streaming market, particularly in the US, with audiences now using seven streaming services on average (compared to the global average of five). Consequently, new entrants are just as likely to be fighting for existing advertising spend as they are for incremental dollars, which could hinder overall growth of streaming operators in the short- medium-term.

     

    Streaming services owned by broadcasters (BVOD) are also set to grow their advertising income this year (+9.7%) and next (+5.2%), but from a far lower base (reaching $18.5bn in 2023). Linear TV is set to benefit from cyclic sporting and political events this year, raising advertising investment by 3.6% to $180bn (20.4% of all advertising spend) but the market is then on course to record a 4.5% loss in the absence of these events next year.

     

    Summing up, James McDonald, Director of Data, Intelligence & Forecasting, WARC, and author of the research, says: “With the growth rate of global output now set to halve and acute supply-side pressures fanning inflation, the economic slowdown has removed close to $90bn from global ad market growth prospects this year and next. Yet brands are still spending as the Covid recovery continues, and global ad trade remains on course to top $1trn in value by 2025. Platforms with rich sources of first-party data – most notably Amazon, Google and Apple – are well placed to weather future headwinds by offering measured performance in a climate where return on investment becomes paramount.”

     

  • Get together for The Good Report Ranking to promote sustainability

    Warc & Act Responsible collaborate for best campaigns

    By Our Staff

     

    Warc, the global marketing insights company, and publisher of the Warc Rankings and Act Responsible, the international non-profit association and largest source of the world’s best ads for social and environmental issues, have collaborated for The Good Report, a ranking of the world’s best use of creative communications to promote sustainability and social responsibility to raise awareness of major social and environmental issues.

     

    The Good Report is compiled by ACT Responsible, the international non-profit association and largest source of the world’s best ads for social and environmental issues, in collaboration with WARC, the global marketing insights company, and publisher of the WARC Rankings.

     

    A total of 1,259 campaigns produced by 796 agencies for 1,000 advertisers (non-profit, public sector, and commercial brands) across 80 markets were evaluated for this latest Good Report.

     

    Of the top 40 campaigns featured in The Good Report 2021, 21 are for non-profits, 15 for commercial brands (including two produced in collaboration with non-profits) and four for public sectors. A total of 45 agencies (34 are from networks and 11 are independent agencies) across 21 markets are represented.

     

    The top 25 agencies are made up of four independent and 21 networked agencies covering a total of 16 markets. Of the top 20 networks, three are independent and 17 are owned by holding companies. The top ten brands include six non-profits and four for-profit.

     

    The Good Report 2021 top ranked campaigns and companies promoting good are:

     

    Campaigns

    #1 Boards of Change, FCB Chicago/FCBX Chicago, City of Chicago

    #2 The Hiring Chain, Small New York, CoorDown

    #3 Water Light, Wunderman Thompson Bogotá, E-Dina Energy

    #4 True Name, McCann New York, Mastercard

    #5 Made to Make a Difference, Saatchi & Saatchi Melbourne, The Royal Australian Mint

     

    Agencies

    #1 Publicis Conseil, Paris

    #2 FCB Chicago

    #3 FCB Ulka Mumbai

    #4 Wunderman Thompson, Bogotá

    #5 Small, New York

     

    Networks

    #1 FCB

    #2 McCann Worldgroup

    #3 TBWA\Worldwide

    #4 Havas Group

    #5 Publicis Worldwide

     

    Advertisers

    #1 WWF

    #2 City of Chicago

    #3 CoorDown

    #4 E-Dina Energy

    #5 Mastercard

     

    Countries

    #1 United States

    #2 France

    #3 Brazil

    #4 United Kingdom

    #5 Australia

     

    Said Hervé de Clerck, ACT Responsible Dream Leader: “With the Good Report, ACT Responsible continues its mission of promoting, inspiring and uniting the communications industry for the greater Good. We truly believe advertising has a major role in educating and promoting good to help make the world a better place and we are proud to celebrate this work every year. Producing The Good Report with the collaboration of the WARC Rankings team is a great privilege.”

     

    Added David Tiltman, SVP Content, WARC: “Creativity as a force for positive change has never been more important. WARC is delighted to collaborate with Act Responsible to continue shining a light on the agencies, brands and NGOs that are creating breakthrough ideas that not only matter to society but can change behaviour.”

     

  • As the Most Creative Agency Network globally

    Ogilvy tops WARC Creative 100

    By Our Staff

     

    Ogilvy is proud to announce that the World Advertising Research Centre (WARC) has named Ogilvy the most creative agency network in the world. On Wednesday, WARC released the results of its annual Creative 100 ranking of the most creative agencies, networks, and campaigns in the world. In addition to Ogilvy ranking as the #1 Agency Network, Daivd Miami was named the #1 Creative Agency and Burger King’s “Moldy Whopper,” a creative collaboration between DAVID Miami and INGO Stockholm, ranked as the #1 Creative Campaign. The WARC Creative 100 is the definitive benchmark for creative success based on results from the most prestigious global and regional industry competitions.

     

    Said Liz Taylor, Ogilvy’s Global Chief Creative Officer: “Topping the WARC Creative 100 speaks to the borderless creativity that unites Ogilvy’s global creative network, and what’s possible when creative thinking stretches across departments, geographies, and cultures to become a shared mission. What makes us most proud of this achievement is that it recognizes work delivered during a year where creativity helped us deliver through unimaginable circumstances. Our sincerest thanks to every person who works at Ogilvy for their passion and ingenuity, and to our brave clients for their partnership, trust, and collaboration.”

     

    Ten Ogilvy offices were ranked among the world’s Top 50 individual creative agencies contributing to the network’s success with David Miami ranked #1, Memac Ogilvy Dubai at #7, INGO Stockholm at #8, David Madrid at #17, Ogilvy Sydney at #19, Ogilvy Bogotá at #21, Ogilvy UK at #24, Ogilvy Toronto at #31, Ogilvy Singapore at #36, and Ogilvy Islamabad at #38. Additionally, Ogilvy’s offices in Sydney, Mumbai, and Bogotá ranked among the top agencies on the WARC Effective 100.

     

    Thirteen Ogilvy-created campaigns were among the most awarded campaigns of the year, seven of which were among the top 25. Campaigns recognized include: “Moldy Whopper” for Burger King from David Miami and INGO Stockholm (#1), “Stevenage Challenge” for Burger King from David Miami and David Madrid (#2), “Courage is Beautiful” for Dove by Ogilvy UK and Ogilvy Toronto (#12), “The Book that Will Change Your Life” for IKEA from Memac Ogilvy Dubai (#15), “Please Arrest Me” for RIT Foundation from Ogilvy Singapore (#16), “Naming the invisible by Digital Birth Registration” for Telenor Pakistan from Ogilvy Islamabad (#17), “Michelin Impossible” for KFC by Ogilvy Sydney (#25), “Buy With Your Time” for IKEA from Memac Ogilvy Dubai (#36), “Secret Menu” for KFC from Ogilvy Sydney (#44), “Burn That Ad” for Burger King from DAVID São Paulo (#64), “Mother Blanket” for Fundación Vivir & CCPDA from Ogilvy Bogotá (#48), “NarcoStore” for Fundación Colombia con Memoria from Ogilvy Bogotá (#75), and “Every Drop Counts” for Miyahuna from Memac Ogilvy Amman (#96).

     

  • Helping brands speedily identify, adapt and successfully meet challenges

    WARC releases Marketer’s Toolkit 2022: Global Trends Report

    By Our Staff

     

    WARC has released the Marketer’s Toolkit 2022: Global Trends Report, the first in a series of six volumes for marketers.

     

    This 11th edition of The Marketer’s Toolkit brings together insights from a survey of 1,500 marketing executives, one-to-one interviews with more than 25 leading Chief Marketing Officers, and a review of WARC’s latest proprietary research, best practice guides and case studies.

     

    Said Aditya Kishore, Insight Director, WARC: “Far from signalling a return to normal, the opening up of economies has only created a new set of challenges for marketers. Attitudes, behaviours and market structures have resulted in significant change during the pandemic, and a huge 97% of respondents to our proprietary survey believe changes to consumer behaviour will impact strategies in 2022. Providing a wealth of information, the WARC Marketer’s Toolkit 2022 is designed specifically to support decision making in the coming year and give confidence to adapt at speed, identify and maximise opportunities, and help optimise marketing effectiveness.”

     

    The ‘double bottomline’ – valuing profit and the planet – is now a reality for 46% of survey respondents who say they afford the environment and financial growth equal importance. Actions include changing manufacturing, packaging and distribution, making public commitments they will be accountable for, and encouraging green consumer behaviours in their messaging.

     

    58% of participants agreed sustainability and purpose initiatives ought to be distinct, but there is still work to be done on measurement with 25% of respondents viewing sustainability as a “general goal” rather than using specific metrics.

     

    The full series, available to WARC subscribers, will include a Global Ad Trends: State of the Industry report, with latest analysis and forecasts of advertising spend across 100+ markets (end November); regional reports looking at the challenges and opportunities specific to APAC, EMEA and North America (January); and the Future Thinking Report, focusing on emerging metrics and technologies and a suite of podcasts (January 2022).

     

  • Advertiser spend on TV and social media is twice as high as daily consumption

    WARC Global Advertising Trends: The Investment Gap

    By Our Staff

     

    A new WARC analysis of advertising spend forecasts for 100 markets worldwide and the results of a survey by GWI of more than 715,000 consumers, show that advertiser spend on TV and social media is highly inflated in relation to daily consumption. These findings are published today by WARC, the international marketing intelligence service, as part of its new WARC Data Premium suite, launched today.

     

    The analysis finds that as of the first quarter of 2021, social media now attracts more investment from advertisers than linear TV for the first time, however both media draw far more of advertising budgets than the average consumer spends with these channels each day.

     

    Social media, for example, is forecast to account for 39.1% of 2022 adspend among the eight media studied in the report – linear TV, online video, social media, print press, online press, podcasts, broadcast radio and online audio – but has a 21.4% share of daily media consumption, a discrepancy of 17.7 percentage points (pp) equivalent in value to $94.3bn.

     

    Social media has accounted for over two hours of daily media consumption since Q2 2016, per GWI monitoring, and WARC Data Premium’s latest forecasts expect daily social time to reach 2:30 during the second half of next year.

     

    Notably, all demographics measured in the report are set to spend twice as long with social media as they are with online press next year, despite ongoing trust issues – less than one-half of adults say advertising on social media is ‘somewhat’ or ‘very’ trustworthy, falling to 28% in China, 19% in the US and just 10% in the UK.

     

    Despite this, the largest gaps between social consumption and adspend can be found in China (where advertiser spend is 3.3x consumption), the UK (2.2x) and the US (2.0x). Conversely, in Australia (0.9x), India (0.4x) and Russia (0.5x), social’s share of daily media consumption is higher than its share of advertising budgets – a potential indicator of opportunity for brands.

     

    Linear TV adspend is 2x daily consumption, but online video investment is balanced Linear TV is forecast to account for a 31.5% share of advertising spend next year among the eight media studied, compared to a 16.1% share of daily media consumption. This would equate to an investment gap of $86.9bn worldwide next year.

     

    An overspend in relation to consumption does not translate directly into waste, and proportions vary by size of budget. Successful high-budget campaigns spending over $10m, for example, typically allocate 60% of their budgets to TV, while successful alcoholic drinks campaigns typically allocate 44%.

     

    While linear TV spend is inflated in relation to its consumption, online video is now close to parity after years of underinvestment. It is worth noting that the world’s largest online video platform – Netflix – is predominantly adfree, while platforms such as YouTube are prone to ad blocking on desktop and mobile devices.

     

    Still, advertisers are forecast to spend $71.9bn on online video this year, a 13.6% share of the eight studies media which compares to a 12.9% of media consumption, or one hour 37 minutes.

     

    Audio and online press heavily undervalued Data show that audio media appear highly undervalued – a trend that was recently highlighted by WARC in the US.

     

    Perhaps most notably, podcasts are found to be undervalued by $40bn, with the greatest opportunities for advertisers among audiences aged 16-24, middle earners, and those educated until the age of 16.

     

    One in three internet users now listens to a podcast each month, but a cost per thousand (CPM) of $23.55 is higher than even TV. Spotify has quickly gained ground on Apple to become the largest app for podcast streaming as of March this year.

     

    Online press also appears to be another heavy undervalued medium: advertisers would need to spend $58.0bn on online press ads globally next year to achieve parity with consumption levels. Instead, forecast spend is just $12.8bn.

     

    Business models in the publishing sector have been diversifying to counter the shortfall in advertising revenue; 76% of publishers are prioritising subscriptions this year.

     

    Said James McDonald, Managing Editor, WARC Data, and author of the report: “The study shines a light on divergences between media investment and consumption, two metrics which are rarely seen to be in lockstep with one another. In some cases, particularly for undervalued audio formats such as podcasts, this presents a good opportunity for canny practitioners to reach audiences with comparatively little competition.

     

    “For industry stalwarts like linear TV, the seemingly inflated investment gap actually speaks more to the enduring power of the medium – its vast reach combined with attentive audiences and the heightened impact of audiovisual creative. These traits allow it to command a premium in the media mix, one which is likely to sustain even as social media further grows its share of budgets.”

     

  • New from the insights major shows global advertising spend is on course for 12.6% growth this year to reach US$665bn

    WARC Adspend Trendwatch

     

    By Our Staff

     

    Global advertising spend is on course for 12.6% growth this year to reach US$665bn, an upgrade from 6.7% initially projected, as the global ad market rebounds strongly from the Covid-19 downturn of last year, finds WARC, the international intelligence service. Further growth, of 8.2%, is forecast for 2022, by when the global advertising market will be worth more than US$700bn.

     

    New quarterly research from 100 markets by WARC finds that advertising spend in Q2 2021 rose 23.6% to a total of US$157.6bn – a new high for a second quarter period and the strongest rise in over a decade.

     

    Growth in the second quarter was driven mostly by online formats, which collectively saw spend rise by 31.2% versus the previous year. eCommerce (+59.5%) and search (+50.6%) were star performers, though offline media – most notably linear TV (+11.5%) – also fared well.

     

    The second quarter rise in global ad trade followed on from 12.5% growth in the first quarter; consequently, at US$311.5bn, global ad investment was 17.8% higher during the first six months of the year than during the same period in 2020.

     

    New research lays bare the scale of the 2020 ad recession. While total spend fell by 5.4% – approximately half the rate initially estimated – spend on offline media such as print, radio, TV and cinema fell by a fifth, or US$63bn, equating to the worst downturn for this sector in WARC’s 40 years of market monitoring.

     

    Spend online, however, rose by 9.4% ($29.2bn) last year, buoyed by rising eCommerce (+27.4%), social media (+18.3%) and online video (+15.9%) investment.

     

    Online media gained 10 percentage points in budget allocation last year in the automotive and financial categories, a rate of increase that was double the pre-pandemic average. All product sectors are allocating more of their ad budget to online formats than before the pandemic.

     

    Online formats are also leading growth in 2021, with WARC forecasting spend on eCommerce advertising to rise 35.2% this year, mostly to the benefit of Amazon. Brand spend on search – where Google is the largest player – is set to rise by over a quarter (26.2%) this year, while online video spend is expected to be up by 17.7% and social media by 13.1% this year. All of these formats are expected to record growth in 2022, too.

     

    Said James McDonald, Managing Editor, WARC Data, and author of the report: “New quarterly research, collated from 100 markets worldwide, shows for the first time the true extent of the digital shift in response to the coronavirus outbreak last year. Growth in online adspend has typically tracked some 20 percentage points ahead of offline media, but in the final quarter of 2020 this leapt to a remarkable 41 points – an absolute difference of $41bn.Investment in offline media fell by $63bn worldwide in 2020, marking the worst year in living memory for the majority of media owners. All media are forecast to record growth this year, with most sustaining this into 2022. Yet, as has been seen before, it is the online platforms that are set to benefit most from the ad market’s recovery.”

     

    Trends by media and format 2021/2022

    :: Linear TV: Spend is projected to grow 7.1% – or $11.1bn – to $168.1bn this year, equal to a quarter (25.3%) of the global ad market. Investment is expected to rise by a further 2.7% in 2022, though this means only 60% of 2020’s losses will be recovered by 2022.

    :: Out of home: Double-digit growth is expected in both 2021 (17.4%) and 2022 (11.2%) as the medium recovers from the lowest level of investment in over a decade. This year will see $34.9bn being spent and this is set to rise to $38.8bn next year, though this still leaves the market $2.6bn short from 2019’s level of investment.

    :: Cinema: Spend was heavily curtailed in 2020 and a strong recovery looks underway. Cinema is forecast to be the fastest growing medium in both 2021 (149.9%) and 2022 (26.9%), taking total investment to $3.4bn next year.

    :: Linear radio: Investment in radio ads is projected to increase by double-digits (10.4%) – or $2.5bn – this year. However, spend in 2022 will largely be flat (0.8%) to a total of $26.6bn.

    :: Newspapers: Advertising spend on print newspapers will rise by 4.8% this year, the first growth recorded in a decade. This puts the total at $29.6bn, before a mild decline of 1.0% is projected for 2022.

    :: Magazines: Investment is expected to rise by a modest 2.5% this year before falling into decline of 4.3% next year. This means magazine brands in 2022 will have recovered just 5% of 2020’s lost advertising revenue.

    :: Social media: Social formats, combined, were among the strongest performers in 2020, recording total growth of 18.3% to a total of $99.2bn. Social spend is set to rise by 13.1% in 2021 and a further 10.1% in 2022, by when the market will be worth $123.5bn – approaching a fifth (17.2%) of all advertising spend worldwide.

    :: Online video: Online video spend rose 15.9% to reach $54.9bn in 2020. Growth is forecast to accelerate to 17.7% this year, with a rise of 15.9% predicted in 2022.

    :: eCommerce: Brand spend on eCommerce platforms leapt 27.4% last year as shoppers migrated online in response to social distancing guidelines. Advertising growth in this sector is now expected to accelerate to over a third (35.2%) in 2021, pushing the market’s value to a total of US$85.2bn. Further growth, of 11.4%, is forecast next year.

    :: Paid search: The search market recorded its first decline on record during the second quarter of 2020, though a strong finish to the year meant investment was up by 5.4% during 2020 as a whole. Rapid growth, of 26.2%, is forecast for 2021; the search market grew by a record 50.6% during Q2 2021 alone. Growth will then ease back to 4.3% in 2022, by when the market will be worth $151.9bn, 21.1% of all adspend.

     

    Trends by region 2021/2022

    :: North America: Spend in the largest region (with a 38% share of all investment) is expected to rise by 12.8% this year to reach $254.9bn, driven by a 12.7% increase to $242.5bn in the US and a 14.5% rise to $12.3bn in Canada. North America will see spend rise 8.4% next year to reach a new high of $276.3bn.

    :: Asia Pacific: Regional advertising investment is projected to increase by 12.8% this year to top $200bn for the first time. This will be driven by the Chinese ad market, which is expected to grow by 16.3% to top $100bn for the first time. Japan (+8.9% to $44.4bn) and Australia (+11.6% to $12.2bn) are also set for full recoveries this year. India, however, will see strong growth (+16.1% to $8.2bn) but 2021 investment will not fully recover 2020’s losses.

    :: Europe: Spend in Europe is expected to rise by 12.1% this year to reach $154.6bn, with 6.5% growth projected for 2022. Spain (+16.6% to $7.6bn) and the UK (+15.5% to $33.3bn) will be the quickest growing major markets this year. Russia (+14.4% to $9.3bn), Italy (+11.9% to $9.9bn), France (+11.4% to $15.7bn) and Germany (+9.7% to $26.6bn) will also see strong growth, though Spain and Russia will not recover all of 2020’s losses this year.

    :: Latin America: Ad investment is projected to rise by double-digits in both 2021 (16.9%) and 2022 (11.1%) to reach $24.8bn next year. However, this is still down 7.8% from 2019 levels owing to a steep contraction in 2020, particularly in the region’s largest market – Brazilian adspend (in US dollar terms) fell by more than a third in 2020, with 22.3% growth projected for this year and a 12.4% rise expected in 2022 (to reach $13.2bn).

    :: Middle East: Following a one-quarter decline in spend last year, regional advertising growth will be 6.2% this year and will then accelerate to 15.1% in 2022. This puts total investment at $13.2bn next year, $1.2bn less than the pre-pandemic level in 2019.

    :: Africa: Spend is projected to rise by 9.7% this year to reach $6.2bn, with further growth of 7.3% expected for 2022.

     

    Trends by product category (Five largest in 2022)

    :: Telecoms & utilities: The quickest growing category pre-pandemic shows no sign of slowing as advertising spend is expected to grow almost twice as quick as the wider ad market in 2021 and 2022. Total investment will increase by 21.1% this year and then 11.2% next year to reach a projected $95bn, extending telecoms & utilities’ lead as the largest advertising category.

    :: Media & publishing: Advertising spend from media brands is expected to top $70bn worldwide this year for the first time, growing 18.3% (the third quickest rate) and easily surpassing the mild decline last year. Further growth of 6.9% is expected in 2022, with online media expected to take an almost three-quarters share of total investment, up from one-quarter in 2013.

    :: Business & industrial: Investment from business advertisers is forecast to rise by double-digits (10.6%) this year to equal $69.3bn. Growth of 7.7% is expected in 2022, the third quickest rate that year, which will take total adspend to $74.6bn and within touching distance of overtaking media & publishing as the second largest category.

    :: Retail: A cut to advertising budgets of $6.2bn last year will only just be recovered this year – investment is projected to rise by 11.1% to reach $66.2 in 2021, just 0.6% higher than pre-pandemic spend in 2019. WARC Data’s analysis of company reports also finds that while some retailers were modest in their ad cuts last year, like Amazon (-0.9%) and Best Buy (-2.5%), others were more severe – Walmart (-13.5%), Carrefour (-22.8%) and TJX (-34.5%) cut their adspend by double-digits in 2020.

    :: Financial services: Steep cuts to automotive advertising last year has pushed financial services into the top five largest categories. Total investment is projected to rise by 17.9% in 2021 and this will push spend above $50bn for the first time. Additional growth of 7.0% is expected next year, furthering its lead over sixth placed automotive.

     

    A sample report of WARC’s Global Ad Trends: Ad Investment 2021/22 is available for all here. WARC Data subscribers can read the report in full.

     

    Global Ad Trends, a bi-monthly report which draws on WARC’s dataset of advertising and media intelligence to take a holistic view on current industry developments, is part of WARC Data, a dedicated independent and objective one-stop online subscription service which rigorously harmonises, aggregates, verifies and evaluates data from over 100 reputable sources.

     

  • The WARC report underscores why marketers will need to plan brand and performance together to generate maximum impact

    Rethinking Brand for the Rise of Digital Commerce

     

    By Our Staff

     

    WARC, the global marketing intelligence company, has released a white paper titled ‘Rethinking Brand for the Rise of Digital Commerce’ reframing brand-building in the pandemic times. The white paper features analysis by former strategist and researcher James Hurman, who sets out why marketers will need to plan brand and performance together to generate maximum impact, as well as interviews with leading CMOs, plus new research by Adgile, Amplified Intelligence, Analytic Partners, the Ehrenberg-Bass Institute, Facebook, Flywheel Digital, Wavemaker and more.

     

    Key takeaways highlighted in Rethinking Brand for the Rise of Digital Commerce are:

    1. Rethinking ‘brand-building’ as ‘future demand’

    Marketers are having to increase investment in performance techniques as their sales shift online – known as ‘digital rent’. A balance between brand and performance is still required, but new language may be needed to reframe ‘brand’ in a way that appeals outside the marketing department, and makes sense at a time when platforms are becoming ‘full funnel’.

    James Hurman, Founding Partner, Previously Unavailable, and contributor to the report, lays out an alternative way of thinking about brand and performance that helps bring the two closer together as complementary techniques. He advises: “We need to be creating future demand at the same time as we’re capturing existing demand. When these two things happen concurrently, growth is sustainable, and sustained.”

     

    2. Strong brands still have an advantage in digital purchase environments

    Brand-building remains important in the digital economy, as demonstrated by the growing investment in brand advertising by FAANG companies (Facebook, Amazon, Apple, Netflix, Alphabet’s Google), which now account for 4% of the total global adspend, per WARC Data.

    Companies selling through digital platforms need a strong presence close to the point of sale.  But those that have taken a cohesive approach to building and communicating their brands still retain an advantage from search through to purchase decisions. This advantage is driven by four factors: fame, mental availability, recognition, and perceptions of value.

    Conny Braams, Chief Digital & Marketing Officer, Unilever, comments: “Strong brands do well in e-commerce. The convergence of media, entertainment and commerce offers many exciting opportunities for brands to grow… Brands need to provide unmissable services, content and experiences.”

     

    3. Ending the brand-building ‘silo’

    It has also become clear that a siloed approach to brand-building and performance is counter-productive. The two are clearly different approaches and different mindsets. They might involve different teams. But they need co-ordination to maximise their effectiveness. The need to resolve this will become more acute as digital commerce platforms offer ‘full-funnel’ formats.

    Changes in the media market make this need more acute, as digital commerce platforms make a pitch for ‘full-funnel’ ad investment across the purchase journey.

    It will finally be time to drop the distinction between ‘digital’ and ‘traditional’ media, and consider combinations of channels that are right for a brand, its audience and its objectives.

    New measurement models like attention will gain traction as marketers look for the best opportunities across different channel types and ad formats.

     

    Said David Tiltman, VP Content, WARC: “We need to rethink brand-building and channel assumptions. The events of 2020 saw deep cuts to investment in marketing, and brand-building in general. If we hold that a strong brand is key to the long-term health of businesses, marketers now face a profound risk to their reputation as drivers of growth. With this white paper we bring together the latest evidence to help marketers continue to understand the role of brand in the accelerated digital commerce landscape, and to counter some of the assumptions in the market.”

  • Strong rebound from pandemic losses forecast for UK ad market

    UK adspend will grow by 15.2%: Advertising Association/WARC Expenditure Report

    By Our Staff

     

    The latest Advertising Association/WARC Expenditure Report, the only source to collect advertising revenue data across the entire media landscape, forecasts UK adspend will grow by 15.2% this year to reach a total of £27.0bn. This will recover the entirety of 2020’s £1.8bn decline and is expected to precede a 7.2% rise in 2022, by when the market will be worth a record £29.0bn. A 15.2% rise this year will offset a decline of 7.2% in 2020, while further growth is projected into 2022

     

    Ancillary forecasts suggest the UK is on course to achieve the strongest ad trade recovery of any major global market this year, and this puts the UK economy in a position to bounce back strongly post-pandemic, as every pound invested in advertising generates six in GDP.

     

    Adspend growth forecast for all media in 2021:

    Particularly strong results are expected for the media most adversely affected by the pandemic, namely cinema at +266.8%, digital out of home at +52.3%, and traditional out of home at +14.5%. Online classified investment is set to rise by a fifth (20.4%), supported by increased recruitment activity arising from brighter economic prospects this year.

    Other media are not expected to recoup 2020’s losses until next year, however. This is true of TV (up 8.8% in 2021), direct mail (up 6.4%) and publishing disciplines encompassing national news (up 7.3%), regional news (up 3.9%) and magazine brands (up 6.8%).

    Online display – inclusive of social media and online video – is set to see growth accelerate this year (+13.4%), as is the case for paid search (+18.4%). Taken together, these two sectors are expected to account for two-thirds (66.4%) of all UK advertising spend this year, up ten percentage points from a share of 56.2% in 2019.

     

    The full picture in 2020:

    The latest dataset includes final figures for Q4/FY 2020, which show spend on advertising declined by 7.2% to a total of £23.5bn last year. The decline in 2020 was softer than that following the Great Recession at the total market level, but most media owners recorded significant reductions in spend. In a positive end to last year, spend rose 2.6% during the final three months, resulting in the highest quarterly total on record (£7.0bn).

    The key findings for 2020 show a strong shift by advertisers into online video, social media and search markets, in a move part-reflective of the rapid acceleration of e-commerce, as lockdowns forced consumers to purchase goods and services from home. Spend on paid search went up 7.1%, online display rose by 10.4%, and TV VOD was up 15.7%. There was a small increase (0.5%) for online newsbrands, though other media saw sharp declines.

    The UK’s advertising industry was well-positioned for the challenges of the lockdown, as it already had one of the most developed digital ad markets in the world. The UK’s average weekly value of e-commerce spend rose 47.1% in 2020, to £2.1bn, which equated to 27.9% of all retail sales latest year – ahead of key international markets. For the first time, the UK was the country with the largest e-commerce share as a percentage of total retail spend. China’s equivalent figure was 24.9%, the EU was 20.0%, and the US was 14.0%.

    Among individual product categories, Government adspend grew 37.2% during 2020 as public health messaging was deployed in the effort to combat COVID-19. As normality returns, this spend is expected to fall back in 2021, with growth instead expected across the other main consumer categories, notably services (up 22.0%), industrial (up 19.8%) and financial (up 20.2%).

     

    Said Stephen Woodford, Chief Executive, Advertising Association: “Advertising investment has mirrored the rapid changes seen across the economy over the last year, primarily the acceleration provided by lockdowns towards e-commerce across all sectors able to sell online. The pandemic accelerated trends that were already changing the market, evident for several years. The UK’s sophisticated online advertising marketplace helped to keep the economy moving and, no doubt, supported businesses, large and small, to stay connected with consumers who were no longer on the high street. SMEs that had little or no online presence quickly adapted to serve their customers via online platforms and more sophisticated online businesses increased their investment behind these. Across the economy that advertising serves we saw remarkable innovation and agility, which helped to lessen the economic impact as firms adapted to keep serving their customers, despite the disruption. The predicted growth this year of 15.2% is good news, with every £1 of advertising spend generating £6 of GDP, this will be a welcome boost for jobs and growth in the wider economy.”

     

    Added James McDonald, Head of Data Content, WARC: “The data from 2020 were unlike any we have seen in our 40 years of market monitoring. Save for a flock of online pure-players, the majority of media owners surveyed by WARC experienced their worst trading climate in living memory. This was true at both the financial and the human level – many will not witness a full recovery until 2022 at the earliest. Agile formats with short lead times were seen to flourish last year, particularly within social media and e-commerce environments, the latter benefitting greatly from stay-at-home orders and well-established logistical networks. Media owners in these spaces are expected to build on good 2020 results this year, though the situation will be more challenging across the remainder of the landscape as ad investment continues to favour performance marketing.”

     

    Media
    2019
    £m
    2020
    £m
    2020
    year-on-year
    % change
    2021 forecast year-on-year
    % change
    2022 forecast year-on-year
    % change
    Search
    7,814.9
    8,369.0
    7.1%
    18.4%
    10.8%
    Online display*
    6,404.5
    7,070.8
    10.4%
    13.4%
    7.9%
    TV
    4,930.0
    4,350.0
    -11.8%
    8.8%
    2.1%
    of which VOD
    451.7
    522.7
    15.7%
    14.3%
    13.9%
    Online classified*
    1,399.0
    975.6
    -30.3%
    20.4%
    2.2%
    Direct mail
    1,383.0
    909.0
    -34.3%
    6.4%
    -7.3%
    Out of home
    1,300.8
    699.1
    -46.3%
    36.9%
    19.2%
        of which digital
    694.0
    414.9
    -40.2%
    52.3%
    24.6%
    National newsbrands
    996.2
    755.0
    -24.2%
    7.3%
    0.5%
    of which online
    317.1
    318.8
    0.5%
    10.9%
    7.7%
    Regional newsbrands
    719.5
    470.1
    -34.7%
    3.9%
    -1.0%
    of which online
    238.8
    183.3
    -23.3%
    7.3%
    5.5%
    Magazine brands
    654.5
    461.9
    -29.4%
    6.8%
    0.1%
    of which online
    264.1
    199.4
    -24.5%
    15.8%
    4.6%
    Radio
    702.7
    613.9
    -12.6%
    12.9%
    2.4%
    of which online
    49.3
    46.8
    -5.0%
    14.0%
    5.6%
    Cinema
    299.1
    54.7
    -81.7%
    266.8%
    61.1%
    TOTAL UK ADSPEND
    25,283.1
    23,458.1
    -7.2%
    15.2%
    7.2%
    Note: Broadcaster VOD, digital revenues for newsbrands, magazine brands, and radio station websites are also included within online display and classified totals, so care should be taken to avoid double counting. Online radio is display advertising on broadcasters’ websites.
    Source: AA/WARC Expenditure Report, April 2021

     

  • Insights from the 2020 Effective Social Strategy Report released by WARC

    Social is effective in linking brand & performance marketing

     

    From a WARC communique

     

    Social’s role in marketing continues to evolve as it increasingly plays a role in linking brand and performance marketing and in converting engagement into effectiveness via social commerce.

     

    This is one of the conclusions outlined in WARC’s latest study, the 2020 Effective Social Strategy Report, which provides insights and themes from the winners of the Effective Social Strategy category of the 2020 WARC Awards. It also includes an assessment of the implications for advertisers, agencies and media owners alongside contributions from members of the judging panel and other expert commentary.

     

    Also highlighted in the report is the need for social strategies to be relevant not just to the audience they’re targeting but also the platform where they run, and that brands facing dramatic shifts in budget can learn from the social efforts of non-profits.

     

    Said Lucy Aitken, Managing Editor, Case Studies, WARC: “We’ve analysed this year’s winning case studies to identify the key social marketing trends and the main drivers that link a social strategy to business success. In this report, we provide actionable insights for marketers and agencies that can be applied to the social strategies of future campaigns.”

     

    WARC’s 2020 Effective Social Strategy Report identifies four key themes:

    :: Linking brand and performance marketing

    A clearly articulated social strategy can help join the dots between brand and performance marketing. When insights mined from social platforms are combined with the right data, it becomes easier to target the right people with the right message at the right time, boosting click-through rates and subsequent engagement.

     

    German Rail did just that with social video showing young Germans how much money and CO2 could be saved through domestic tourism.

     

    Carla Funk, Senior Strategic Planner, Ogilvy Germany, advises: “To link brand and performance marketing, avoid silo mentality and embrace a common goal.”

    :: S-commerce is on the rise

    Social commerce is becoming more prevalent, particularly due to brands accelerating their e-commerce strategies because of lockdowns: 62% of brands say they will decrease their investment in brand advertising in the coming months, while 32% say they will be spending

    more on e-commerce.

     

    This year’s winners, particularly those in the Quick Service Restaurant (QSR) sector, offer valuable lessons in how to engage people throughout the funnel and convert engagement into effectiveness. Burger King achieved a sales uplift by promoting its new product through a campaign based on ‘creeping’ on social media influencers’ pages.

     

    More recently, new iterations of social commerce have started to emerge, particularly in China where consumers are starting to purchase more regularly from livestreams and short-form videos.

     

    Jury member Zoe Virtue, Head of Social & Digital, Mango Communications, says: “While consumer behaviour evolves, so must brands. The only certainty from here is that when it comes to e-commerce, social media will continue to be one of the most important channels.”

    :: Audience and platform relevance is needed

    Social strategies must be rooted in both platform and audience culture if they’re to be relevant to both the audience they’re targeting and the platform where they run. This is particularly the case when targeting younger audiences. Care must be taken to execute authentically and on the right platform for the right audience: for instance, TikTok is now as popular as Twitter among 18- to 24-year-olds in the UK.

    :: Brands can learn from non-profits

    Non-profit brands can offer commercial enterprises some inspiration on developing a successful social media strategy and achieving reach on a limited budget.

     

    For example, a simple Instagram idea, through Facebook Creative Shop for WWF, hijacked Black Friday by targeting people in a shopping frame of mind only to reveal a powerful message around endangered species.

     

    The 2020 Effective Social Strategy Report in full is available to WARC subscribers on warc.com and includes in-depth chapter analysis with views and opinions from the judges, what the trends mean for advertisers, agencies and media owners, data analysis and summaries – objectives, insights, strategies and results – of the winning case studies.