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Spotify edges ahead of Apple Podcasts in downloads

Data • Cinzia Petio, WARC Data Points, April 2021

An overview of global podcast downloads by app since October 2020.

The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.

Online video and social advertising to accelerate this year

Data • Rob Clapp, WARC Data Points, April 2021

An overview of global media investment in 2020 and 2021.

An underestimated opportunity: Why brands should take the podcasting plunge

Article • Shauna Moran, WARC Exclusive, April, 2021

Global research from GWI on podcast audiences.

Trend Snapshot: Clubhouse and the emergence of social audio

Article • Alex Brownsell, WARC Trends, March 2021

Looks at how app Clubhouse has become the poster-boy for social audio after launching in March 2020 and following the arrival of celebrity participants like Elon Musk and Mark Zuckerberg.

28% of Americans listen to a podcast every week

Data • Cinzia Petio, WARC Data Points, March 2021

An overview of podcast and online audio consumption in the United States.

2020 reshaped US media, but the pandemic is only part of it

Opinion • Cathy Taylor, March 2021

This article is part of the March 2021 Spotlight US series, “Media strategies for a shifting US landscape.” Read more

What we know about podcasts in marketing

Article • WARC Best Practice, March 2021

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.

Clubhouse is a new place for brands to play, but it may not be the future of social audio

Article • Arianna Konstantin, Allie Wassum and Azul de Mendieta , WARC Exclusive, March, 2021

This article looks at what makes Clubhouse a disruptor, and brand use cases for it, as social audio becomes an increasingly popular outgrowth of social media.

Subscription services see rising popularity

Data • Rob Clapp, WARC Data Points, March 2021

An overview of interest in and use of subscription services across 12 markets.

B2B: Moving offline online

Opinion • Margaret Kendrick, March 2021

In March last year, the way we all work changed dramatically. Events were cancelled across the globe, working hours altered, and people everywhere embraced a completely new way of working. Despite all of this, brands still needed to get in front of customers and adapt, to ensure that brand messaging was still being communicated in an engaging way.

Podcast listeners more diverse than US population

Data • Rob Clapp, WARC Data Points, February 2021

An overview of podcast audiences and their response to advertising in the United States.

Emerging metrics and tools are making podcasts a better marketing platform

Article • Mike Addonizio, WARC Exclusive, February, 2021

Despite an early pandemic dip, podcast downloads have rebounded, proving the platform’s popularity beyond how it became part of once-familiar commuting habits.

B2B comes of age as marketers find new opportunities

News • 03 February 2021

B2B marketing is undergoing a transformation as businesses innovate and experiment with their media choices, including a newfound interest in digital audio, a new WARC study in association with audio streaming service Spotify finds.

B2B 내 채널 변화: 기술 및 통신 시장에서 변화하는 전략

Article • WARC Exclusive, February 2021

Spotify 관련 기술 및 통신 분야에서의 B2B 마케팅 분석.

Media Owner Profile: Spotify

Data • Rob Clapp, WARC Data Points, February 2021

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

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.

Marketers raise podcast volume to eleven

Article • Michael J. McDermott, ANA, ANA Magazine, November 2020

According to an IAB study, podcast advertising increased year-on-year growth by 48% in 2019 and there is growing evidence that podcasting will become a permanent fixture in the marketing toolkit in the future.

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.

Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
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.
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 we know about podcasts in marketing

Article • WARC Best Practice, March 2021

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's working in audio

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in audio.
Changing channels in B2B: Shifting strategies in tech and telco markets

Article • WARC Exclusive, February 2021

An analysis of B2B marketing within the technology and telecoms sectors, in association with Spotify.