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Lessons from Conde Nast’s alleged audio mistakes

News • 14 January 2021

Stories of failure tend to be more useful than stories about success, and with podcasts gaining popularity as a deep engagement medium, companies are scrambling to assemble capabilities and, as former CN Audio employees allege in an open letter, maki

Audio media may need to change its tune if it is to thrive in 2021

Opinion • Alex Brownsell, January 2021

Despite strong evidence supporting the effectiveness of audio advertising, many brands appear unwilling to invest in the medium, writes Alex Brownsell.

Covid-19: A Game Changer For Media And Purchasing

Article • Ramona Daniel, Research on WARC, November, 2020

COVID-19 has been a true game changer in terms of media consumption habits and purchasing behaviour, both accelerating existing trends and forcing new behaviours for many people.

Daily news podcasts build younger, more loyal audiences

News • 24 November 2020

As the podcast medium matures, publishers and marketers are learning about the role of short daily news briefings in building and maintaining audiences, research from the Reuters Institute finds.

Consuming culture: Five shifts in media and entertainment marketing

Article • Nick Callaghan, WARC Exclusive, November 2020

A new report by Facebook identifies five trends re-shaping the entertainment industry.

Dancing to a new beat – Japanese music fans finally switch to streaming

News • 17 November 2020

The Japanese music market, one of the last bastions of CD sales, appears at last to be conceding to the inevitable and adopting streaming.

Three podcast stories that mattered this week: Spotify, Pushkin, Patreon

News • 13 November 2020

Spotify spends more money, iHeartMedia inks a boutique partnership, and Patreon brings paywall tech to independent producers – it’s been a busy week in podcasting.

How Slate built an ad-targeting tool through audio

News • 12 November 2020

News and podcast publisher Slate has begun to promote Slate Select, an ad targeting tool that lets advertisers reach audiences across its sites and podcast network using the brand’s own audience data.

Australian podcast downloads up 55% since March

Data • Rob Clapp, WARC Data Points, November 2020

An overview of monthly podcast downloads in Australia between October 2019 and September 2020.

Host-read podcast ads deliver 50% higher purchase intent

Data • Rob Clapp, WARC Data Points, November 2020

An overview of the effectiveness of host-read podcast advertising compared to messages not read by the host.

United States, Online audio advertising expenditure

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of total online audio advertising spend in the United States since 2011.

Spotify advertising revenue rebounds as users top 300m

Data • Rob Clapp, WARC Data Points, October 2020

An overview of Spotify's advertising revenue and monthly active users in Q3 2020.

Media Owner Profile: Spotify

Data • Rob Clapp, WARC Data Points, October 2020

This Media Owner Profile of Spotify includes data on revenue and monthly active users by user type and region.

Podcast campaigns deliver ROAS of $2.42

Data • Rob Clapp, WARC Data Points, October 2020

An overview of the average conversion rates of podcast advertising.

Norway’s Schibsted develops its own podcast platform

News • 27 September 2020

Apple, Google and, more recently, Spotify may dominate the podcast market, but smaller media groups, even those in niche markets like Norway, are experimenting with podcasts to drive subscribers and ultimately generate more ad revenue.

Smart speakers moving beyond the living room and basic tasks

Data • Rob Clapp, WARC Data Points, September 2020

An overview of global uses for smart speakers and their location.

Study establishes ROI of podcast ads

News • 14 September 2020

Podcast campaigns deliver an average return on adspend of $2.

The role of podcasts for NPR’s mission

News • 13 September 2020

National Public Radio (NPR), the media organisation, is tapping the power of podcasting to meet the dual needs of serving consumers where they are and representing the voices of diverse communities.

Insights from over 530 campaigns determine impact of podcast advertising

Article • Stephen Whiteside, Event Reports, IAB Podcast Upfront, September 2020

Podsights, a New York-based attribution company, undertook a study of 532 podcast campaigns to gain an insight into the results of these advertising efforts.

Programmatic audio playbook India

Article • Research on WARC, September 2020

At present, India is at the start of the digital audio and programmatic advertising journey, but significant education is still needed about the value of incorporating digital audio into media planning budgets.

How NPR is using podcasts to achieve cultural (and digital) relevance

Article • Stephen Whiteside, Event Reports, IAB Podcast Upfront, September 2020

National Public Radio (NPR), the media organization, is using podcasts as a means to keep up with major trends which are taking root among its audience.

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.

Podcast advertising returns to some normalcy in the US, brand campaigns maintain growth

Data • Rob Clapp, WARC Data Points, September 2020

An overview of podcast advertisers, average number of ads per podcast and the prominence of brand advertising and direct response podcast ads in the United States.

Nearly half of UK marketers allocate more than 25% of their budget to mobile

Data • Marte Aune, Zoe McCready, WARC Data Points, August 2020

An overview of mobile's share of marketing budgets in the UK between 2016-2020.

Digital disruptors: The global competitive landscape of digital streaming services

Article • Euromonitor Strategy Briefings, June 2020

Looks at the current state of play of digital streaming services, including global profiles and prospects for the future.

The impact of COVID-19 on media strategy

Article • MediaSense, WARC Exclusive, March 2020

An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
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.
Global Ad Trends: The Adspend Outlook

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

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment forecasts by medium, market, platform and product category.
What we know about podcasts in marketing

Article • WARC Best Practice, March 2020

Explores how the increasing popularity of podcasts is presenting new opportunities for advertisers, including a chance to access hard-to-reach audio audiences that are highly engaged, and explains how brands must clearly indicate their presence to avoid overstepping editorial boundaries.
What we know about radio and audio effectiveness

Article • WARC Best Practice, October 2020

Explores the current writing and thinking on the effectiveness of radio and audio, mediums with inherent persuasive strengths and track records of strong ROI.
What's working in audio

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in audio.