TV

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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.

The health of creativity

Rankings • Rankings Articles, April 2021

This report uses data from Rankings results 2015-19 to assess how often that creative work is also effective.

What we know about addressable TV

Article • WARC Best Practice, March 2021

This article provides marketers with information and guidance about using advanced targeted approaches offered by addressable TV.

Recommendations for commingling set-top box data and Smart TV ACR Data

Article • Jane Clarke, Howard Shimmel, and Gerard Broussard, WARC Exclusive, Spotlight US, March 2021

Examines best practices for integrating data in the US from both set-top boxes (STBs) and Smart TVs, based on a study of providers.

As viewership across ages and demographics, shifts, the pandemic highlights the need for more balanced media plans

Opinion • Ben Speight, March 2021

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

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

In the US, local TV advertising resonates with pandemic consumers

Article • Bill Day, WARC Exclusive, Spotlight US, March 2021

Analyzes research from ten years of evaluating 5,000 local ads in the US, with an emphasis on how consumers responded to advertising during the pandemic.

How TV’s new data-driven capabilities are driving new brands to TV advertising

Article • Dave Morgan, WARC Best Practice, Spotlight US, March 2021

Examines how the increased targeting capabilities of data-driven TV has allowed new advertisers to enter the medium at lower price points.

The data and analytics breakthroughs that can complete the transformation of TV advertising

Article • Jim Spaeth and Alice Sylvester, WARC Exclusive, Spotlight US, March 2021

Looks at 25 data and analytics breakthroughs that the authors believe are essential to transform advanced television advertising.

Re-writing the US TV ad sales upfronts for an effective and efficient future

Article • Mike Piner, WARC Exclusive, Spotlight US, March 2021

Looks at the legacy business model of the US TV upfront sales market, and how it can change to embrace a wider set of business goals.

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.

Connected TV advertising sales doubled in 2020

Data • Rob Clapp, WARC Data Points, March 2021

An overview of programmatic connected TV advertising sales in 2020.

Homebound Brits turned to streaming in 2020

Data • Cinzia Petio, WARC Data Points, March 2021

An overview of video consumption across different age groups in the United Kingdom in 2020.

How to unlock CTV’s growth potential in Asia

Opinion • Tom Dover, March 2021

Connected TV or CTV may be seen as the future of advertising but it is still a relatively new phenomenon in Asia. A hyper-local approach that takes into account the differences of the individual markets in the region can tap the g rowth potential of CTV.

TV was the least cost-effective channel in 2020

Data • Rob Clapp, WARC Data Points, March 2021

An overview of the cost-effectiveness of different channels in multimedia campaigns.

Traditional sports more popular than e-sports among older gamers

Data • Rob Clapp, WARC Data Points, March 2021

An overview of how long gamers spend watching e-sports and traditional sports content.

ECI Media Management Inflation Report Q1 2021

Data • ECI, WARC Data, March 2021

A Q1 2021 update of ECI Media Management's Media Inflation Report explores the effect of the pandemic on media inflation in 2020, and provides forecasts on how it will recover globally, by region and in key markets in 2021.

Half of consumers watch online video daily on their smart TV

Data • Rob Clapp, WARC Data Points, March 2021

An overview of internet users who watch online video content daily across different devices.

In India, content is not confined to a single platform

Article • Mukta Lad, WARC Exclusive, March, 2021

Quality content is available across many formats and ABP Network’s chief revenue officer Mona Jain shows how media planning can and ought to be screen-agnostic.

The future isn’t connected TV, it’s connecting TV

Opinion • Paul Evans, March 2021

Only through the holistic and integrated management of all forms of TV media can advertisers achieve better measurement and greater effectiveness, writes Paul Evans.

Globe Telecom: A Star Wars Experience for All

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

Globe Telecom, a telco brand, improved brand perceptions in the Philippines with its inclusive, multi-sensory campaign A Star Wars Experience.

NRMA Home Insurance: Every Home Is Worth Protecting

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

NRMA, a home insurance brand, launched its platform Every Home is Worth Protecting in Australia, with a pledge to plant a tree for every insurance policy sold.

Accounting for causality when measuring sales lift from television advertising: Television campaigns are shown to be more effective for lighter brand users

Research Paper • Henry Assael, Masakazu Ishihara, and Baek Jung Kim, Journal of Advertising Research, Vol. 61, No. 1, 2021, pp. 3-11

Establishing causality has long been an issue in the advertising-to-sales relationship. The ideal approach in establishing causality is randomized assignment of matched respondents to an exposure and non-exposure group.

Media Owner Profile: ITV

Data • Rob Clapp, WARC Data Points, March 2021

This Media Owner Profile of ITV includes data on advertising revenue, the largest advertiser categories and viewing habits.

Zespri Kiwifruit: Zespri brand relaunch campaign

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Zespri, a kiwifruit exporter, launched a campaign in Japan to encourage consumers to enjoy living a healthy lifestyle easily by eating kiwifruit.

What we know about combining TV with digital media

Article • WARC Best Practice, July 2020

Provides marketers with information and guidance about combining TV and digital media strategies.
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 2020

This article provides marketers with information and guidance about avoiding advertising wearout and decay.
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.
Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.
What, where and how much? Media effectiveness during COVID-19

Article • Jane Ostler and Maren Seitz, WARC Exclusive, April 2020

Five tips from Kantar for dealing with a rapidly changing media environment, and how to prepare for recovery after COVID-19.