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Global Ad Trends: The Investment Gap

Data • James McDonald, Rob Clapp, Cinzia Petio, WARC Data

This report summarises the latest research from WARC's Data platform, with a focus on the gap between advertising investment and media consumption. Key findings include:

TV and social advertising inflated compared to consumption

Data • James McDonald, WARC Data Points (Curated), October 2021

An overview of the global investment gap between advertising spend and media consumption.

Netflix ramps up subscriber growth, adding 4.4m in Q3 2021

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of Netflix's subscriber growth between Q1 2019 and Q4 2021.

Audiences use an average of five video streaming services

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of AVOD and SVOD audiences in 2020 and 2021.

Amazon Prime Video outperforms among older audiences

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of subscription video-on-demand (SVOD) audiences aged 55+.

Roku, Average revenue per user, Q3 2016–

Data • WARC Data Points+ (Dynamic), October 2021

An overview of Roku's average revenue per user (USD, nominal, and year-on-year % change).

Netflix, Paid streaming subscriptions, Q3 2011–

Data • WARC Data Points+ (Dynamic), October 2021

An overview of Netflix's paid streaming subscriptions by market (millions and quarter-on-quarter % change).

Netflix, Streaming revenue, Q4 2011–

Data • WARC Data Points+ (Dynamic), October 2021

An overview of Netflix's streaming revenue by market (USD millions, nominal, and year-on-year % change).

Roku, Active accounts, Q3 2016–

Data • WARC Data Points+ (Dynamic), October 2021

An overview of Roku's active accounts (millions and quarter-on-quarter % change).

Roku, Hours streamed, Q3 2016–

Data • WARC Data Points+ (Dynamic), October 2021

An overview of Roku's hours streamed (billions and quarter-on-quarter % change).

How much is too much? Revisiting the thorny issue of frequency management

Opinion • Alex Brownsell, September 2021

Fresh research is helping advertisers to better understand how many ad exposures are required to ensure an effective campaign, writes WARC’s Alex Brownsell.

Thailand’s online streaming VDO: How and why to tune into it

Opinion • Suchada Supakan, Natthaporn Loetsakulcharoen and Laddawan Thanlap, September 2021

Suchada Supakan of i-dac Bangkok examines the boom in online VDO streaming services and what it means for brands and advertisers eyeing the Thai market.

3 in 15: Reaching the Brazilian consumer

Article • Lena Roland and Cathy Taylor, WARC Exclusive, September 2021

Cathy Taylor, WARC’s US Commissioning Editor, discusses what brands need to know about reaching the Brazilian consumer with WARC.com's managing editor Lena Roland.

Gen Z twice as likely to buy from a brand with a sonic identity

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of the brand assets that make British consumers more likely to purchase from a brand.

44% of SEA consumers play video games while watching TV

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), August 2021

An overview of multiscreening (activities done when watching TV) in Southeast Asia.

Gen Z spend more time gaming than using social media

Data • Rob Clapp, WARC Data Points (Curated), August 2021

An overview of media consumption among age groups.

YouTube audiences watch for longer on connected TV

Data • Rob Clapp, WARC Data Points (Curated), August 2021

An overview of YouTube audience activity by device in Q2 2021.

Linear TV consumption remains above pre-pandemic levels

Data • Rob Clapp, WARC Data Points (Curated), August 2021

An overview of linear TV consumption and daily reach in Australia, Germany, the United Kingdom and the United States in Q2 2021.

With screens everywhere, brands in Brazil should enter the conversation

Article • Manzar Feres, WARC Exclusive, Spotlight Brazil, August 2021

Examines how the pandemic, and the proliferation of viewing options, created new avenues for marketers to connect with consumers.

The reality show scene in Brazil is where reality overcomes fiction, and brands are part of the mix

Article • Chimene Demski, Gabriela Soares, Camila Massari, Douglas Nogueira, Hugo Pinheiro, João Guerra, João Pedroso, Laura Diamantstein, and Victoria Aronis, WARC Exclusive, Spotlight Brazil, August 2021

This article looks at the reality show scene in Brazil, where they are particularly popular, and the opportunities the situation creates for brands.

Two in three TV watchers stream on multiple devices

Data • Rob Clapp, WARC Data Points (Curated), July 2021

An overview of streaming activity in France, Germany, Italy, Spain and the UK.

Linear content accounts for majority of smart TV activity

Data • Rob Clapp, WARC Data Points (Curated), July 2021

An overview of TV consumption among smart TV users in the UK and Germany.

India, TV advertising expenditure

Data • Cinzia Petio, WARC Data Points (Dynamic), July 2021

An overview of total TV advertising spend in India since 2012.

United States, TV advertising expenditure

Data • Cinzia Petio, WARC Data Points (Dynamic), July 2021

An overview of total TV advertising spend in the United States since 2012.

Indonesia, TV advertising expenditure

Data • Cinzia Petio, WARC Data Points (Dynamic), July 2021

An overview of total TV advertising spend in Indonesia since 2012.

What we know about combining TV with digital media

Article • WARC Best Practice, July 2021

Provides marketers with information and guidance about combining TV and digital media strategies.
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.
What we know about TV effectiveness

Article • WARC Best Practice, March 2021

Explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.
What we know about wearout and decay

Article • WARC Best Practice, October 2021

This article provides marketers with information and guidance about avoiding advertising wearout and decay.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
Media allocation report

Data • WARC Data, December 2020

Using its database of effective advertising campaigns, WARC analysed over 1,400 case studies that contained budget and media allocation information.

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