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Sport recovers lost mobile audiences but travel struggles

Data • Rob Clapp, WARC Data Points, November 2020

An overview of the changes in global mobile audiences among key categories in 2020.

How to deliver wellness in 2021

Opinion • Sarah Owen, November 2020

While wellbeing has been a top consumer priority for the last couple of years, the conflation of mental and physical health is emerging as a new focal point. People aren’t just trying to cope with the mental toll of the pandemic (stress, anxiety, isolation), they are also deeply concerned about their physical wellbeing. Add in the fear of physical and mental safety concerns for friends, family and colleagues and it’s little surprise that wellbeing is a critical consumer sentiment.

US political adspend is on course to break records

News • 06 November 2020

The 2020 US presidential election campaign has been extraordinary in many ways, not least because of the vast sums that have been spent on political advertising in comparison with previous years.

Seibu Lions: Save Lions” project by Seibu Lions

Case Study • SABRE Awards, APAC, Entertainment, Gold, 2020

The Seibu Lions, a Japanese baseball team, raised money to save the lion while also boosting game attendance with its campaign Save Lions (pronounced similarly to Seibu Lions in Japanese).

NBA: #NBAInMyBackyard

Case Study • SABRE Awards, APAC, Special Event, Gold, 2020

NBA, a basketball league, promoted basketball in India ahead of India hosting the NBA games for the first time with the campaign #NBAInMyBackYard.

The future of live sport – how brands can make an impact with new digital possibilities

Opinion • Mark Melling, October 2020

Digital fan experiences like the NFL’s ‘Watch Together’ synchronised livestream are reinventing the way in which consumers enjoy live sports content.

Half of Americans would attend an outdoor sports game at 25% capacity

Data • Rob Clapp, WARC Data Points, October 2020

An overview of the level of comfort when attending sports events among United States adults and sports fans.

Muted yet a positive festive season in the offing for Indian marketers

Article • Biprorshee Das, WARC Exclusive, October, 2020

The 2020 festive season in India provides an opportunity for marketers to make up for some of the losses incurred in the six months of lockdown as consumers look for ways to celebrate.

Healing social anonymity

Opinion • Alistair Reid, October 2020

A top-ten Premier League football club was able to significantly boost social media marketing performance with a series of well-calibrated tweaks. Alistair Reid explains.

Unlocking the value of direct-to-fan for Formula 1

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

Liberty Media, a US mass media company and owner of racing brand Formula 1 (F1), recast conventional customer relationship management (CRM) for F1 as an entertainment service and drove a significant uplift in F1 product sales.

A third of UK football fans want exclusive content

Data • Rob Clapp, WARC Data Points, October 2020

An overview of consumer interest and planned activities among UK football fans.

YouGov Ad of the Month – US: The NFL

Opinion • BrandIndex, October 2020

As the National Football League came roaring back to life in September, advertising awareness for the league skyrocketed.

Les Mills' Anna Henwood: Why the future of fitness will be omnichannel

Opinion • Anna Hamill, September 2020

Les Mills International, the global fitness brand with iconic classes including BODYPUMP and BODYCOMBAT, is embracing the new at-home economy. Les Mills’ Chief Marketing Officer, Anna Henwood, speaks to WARC’s Anna Hamill as part of WARC Marketer's Toolkit 2021 about the future of fitness, building a test-and-learn culture and scaling up direct-to-consumer offerings during COVID-19.

Ad fraud ranging between 1–2% across regions

Data • Rob Clapp, WARC Data Points, September 2020

An overview of advertising fraud by country and industry.

Health apps saw rapid uptake in Q2

Data • Rob Clapp, WARC Data Points, September 2020

An overview of changes in global mobile app downloads, daily active users and average session length during the coronavirus (COVID-19) outbreak.

Drop in city centre footfall is local areas’ gain

News • 06 September 2020

While UK retail has long focused on the city centre, where work, hospitality and retail combined, the balance of power is shifting to the areas where people actually live as home working continues.

How sports can balance direct-to-consumer OTT with broadcast deals

News • 01 September 2020

Live sports have provided a much-needed last line of defence for pay-TV companies in the battle to retain subscribers but they now face another threat: the possibility of rights owners going direct to fans with OTT video content services.

ViacomCBS allows Super Bowl ad buyers verbal get-out clauses

News • 27 August 2020

A blockbuster ad in the biggest advertising date in the United States is likely to remain eye-wateringly expensive in 2021 as buyers seek assurances of freedom to walk should COVID disrupt.

For Formula 1 gaming finds a whole new meaning

News • 27 August 2020

Ahead of the Belgian Grand Prix this weekend and Formula 1 finding a way in the new normality, we look at how e-sports filled the lockdown gap for the motorsport series.

Consumers least comfortable going to bars, clubs, sports events or concerts

Data • Rob Clapp, WARC Data Points, August 2020

An overview of consumers' level of comfort with going to different public places.

What the rise of OTT means for NFL and European Tour golf

Research Paper • Alex Brownsell, Forum for Advertising Research, SportsPro Insider webinar series, August 2020

Sports rights owners are taking different approaches to video streaming services.

Analyzing price premiums in international sponsorship exchange: What drives marketing costs in Formula One racing?

Research Paper • Jonathan A. Jensen, Joe B. Cobbs, Benjamin Albano, and B. David Tyler, Journal of Advertising Research, Digital First, August 2020

With increases in sponsorship expenditures outpacing traditional advertising, return on investment warrants greater scrutiny.

For Formula 1, e-sports means expanding into totally new territory

Article • Sam Peña-Taylor, WARC Exclusive, August 2020

Motorsport brand Formula 1 is looking to expand its reach and attract a younger demographic.

How Formula 1 innovated during lockdown

Article • Brian Carruthers, WARC Exclusive, July 2020

Formula 1, in common with other sports, has been forced by the COVID-19 pandemic and lockdowns, to reappraise its relationship with fans.

Brands re-evaluate worth of college football

News • 12 August 2020

The decision of two of the biggest conferences in college sports to cancel their fall seasons, ostensibly on health grounds, is yet another blow to sportswear giants struggling to manage the lack of live sporting occasions.

What we know about marketing via gaming

Article • WARC Best Practice, September 2020

Explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.
The WARC Guide to Marketing in the gaming ecosystem

Article • WARC Best Practice, September 2020

A summary of new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.
Global Ad Trends: Ad opportunities in gaming

Data • James McDonald, Rob Clapp, WARC Data, July 2020

This report summarises the latest research from WARC's Data platform, with a focus on the application of advertising in mobile gaming, streaming and e-sports. Key findings include:
2020 Media Strategy Report: Insights from the WARC Media Awards

Article • WARC Exclusive, April 2020

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
Carat's ten trends for 2020: The year of all-conquering ecosystems

Article • Dan Calladine, WARC Exclusive, January 2020

Ten consumer, media and technology trends – and their implications for brands – for 2020, the year in which the marketplace is set to converge around the global tech-giant ecosystems.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.