BRAND BATTLES IN THE AUTOMOTIVE INDUSTRY: BMW, MERCEDES AND TESLA

31. 3. 2025 The automotive industry is one of the most competitive sectors in the world. As a result, the battle between brands for customer favour doesn’t just take place on racetracks, but mainly in the advertising industry. Gone are the days when it was enough to show a beautiful woman casually leaning against a shiny car to… Continue reading BRAND BATTLES IN THE AUTOMOTIVE INDUSTRY: BMW, MERCEDES AND TESLA

STUDY USA. POSITIVE AD ENVIRONMENTS BOOST PERFORMANCE AND CONSUMER INTENTION

29. 3. 2025 Ads on a positively viewed platform are more effective regarding purchase intent, brand favorability and preference, according to the latest research from MAGNA and Pinterest. The study suggest that users trust and like the same ad more if they feel positively about the environment in which it plays. Why is positivity a key part of… Continue reading STUDY USA. POSITIVE AD ENVIRONMENTS BOOST PERFORMANCE AND CONSUMER INTENTION

BUILDING BRANDS THAT MATTER: LESSONS FROM A DECADE OF THE WORLD’S MOST EFFECTIVE CAMPAIGNS

27. 3. 2025 As WARC’s Rankings season comes to an end we’ve taken a deep dive into the state of sustainability campaigns over the last decade. A new report, Sustainability in the WARC Effective 100, in partnership with sustainability marketing expert Thomas Kolster, explores how sustainability work – whether defined as social or environmental – shows up in… Continue reading BUILDING BRANDS THAT MATTER: LESSONS FROM A DECADE OF THE WORLD’S MOST EFFECTIVE CAMPAIGNS

MULTISCREEN TV’S ‘WINNING HAND’: PERFORMANCE + TRANSPARENCY = BUSINESS SUCCESS

26. 3. 2025 Multiscreen TV: Smart, Strategic and Seriously Effective Marketers are constantly seeking ways to maximize impact, build trust and drive measurable business outcomes. The solution isn’t a gamble – it’s a sure bet when making a strategic investment in multiscreen TV. With its professionally produced content, unmatched audience engagement and brand-safe environment, multiscreen TV delivers results… Continue reading MULTISCREEN TV’S ‘WINNING HAND’: PERFORMANCE + TRANSPARENCY = BUSINESS SUCCESS

THE BIG BRAND BATTLES: NOSTALGIA, COMPARISON, AND PROVOCATION WORK WELL IN ADVERTISING WARS

24. 3. 2025 When two or three strong brands meet in a certain market segment, they go head-to-head. There is only one spot in the sun, and while there doesn’t have to be just one winner, anyone who hesitates may find with dread that they are not among the top players but at the bottom.

STUDY UK: TV ADVERTISING BOOSTS PERFORMANCE MEDIA OUTCOMES

20. 3. 2025 Investment in TV advertising makes performance media spend go further, according to a new study by GroupM. Analysis of 14 brands with a combined spend of £283m revealed an average uplift of 15.4% in tracked paid social media performance when advertisers concurrently ran “significant weights” of TV advertising. The study also found double-digit uplifts in brand… Continue reading STUDY UK: TV ADVERTISING BOOSTS PERFORMANCE MEDIA OUTCOMES

IS A BRIGHTER FUTURE COMING? WITH A TOUCH OF EXAGGERATION, MIND POSITIVITY IN TV ADVERTISING AIMS TO OFFER A MANUAL TO HAPPINESS

20. 3. 2025 Every year, the International Day of Happiness is a reminder of the important role positivity plays in everyday life – and the advertising world is no exception. For some time now, mind positivity has become a key strategy for brands willing to reach customers not only effectively but also with emotions that leave a lasting… Continue reading IS A BRIGHTER FUTURE COMING? WITH A TOUCH OF EXAGGERATION, MIND POSITIVITY IN TV ADVERTISING AIMS TO OFFER A MANUAL TO HAPPINESS

POSITIVE EFFECT OF ADS DURING THE SUPER BOWL 2025: TELEVISION SUPPORTS BRAND SEARCHES

13. 3. 2025 The goals and strategies of brands advertising during the Super Bowl vary. However, for all of them – regardless of their goal – television advertising viewed on various screens (Multiscreen TV) delivered excellent results in the middle part of the marketing funnel. It significantly increased brand searches of all types. This is the conclusion of… Continue reading POSITIVE EFFECT OF ADS DURING THE SUPER BOWL 2025: TELEVISION SUPPORTS BRAND SEARCHES

WHY BRANDS SHOULD EMBRACE POSITIVE MALE PORTRAYALS

12. 3. 2025 Positive male portrayal delivers strong ad effectiveness, according to data from Ipsos. The GEM Index The research firm regularly measures people’s responses to gender portrayal in ads, which feed into its gender equality measure index (GEMTM Index). An analysis of the GEMTM scores from more than 2,000 ads featuring men or boys indicated that those… Continue reading WHY BRANDS SHOULD EMBRACE POSITIVE MALE PORTRAYALS

WOMEN’S SPORTS SCORE HUGE 56% INCREASE IN AD IMPACT

11. 3. 2025 EDO report reveals a surge in women’s sports viewership in 2024 fueled ad growth. Women’s sports continue scoring big. Today, a new report from TV outcomes and data company EDO revealed that women’s sports spiked to a 56% increase in ad effectiveness year over year, fueled by a 131% increase in viewership in 2024. Women’s… Continue reading WOMEN’S SPORTS SCORE HUGE 56% INCREASE IN AD IMPACT

TV ADVERTISING DESERVES AN OSCAR FOR ITS EFFECTIVENESS AND CREATIVITY

3. 3. 2025 The Oscars film event is not just a celebration of the art of cinema. It is also a major marketing opportunity. Every year, the Academy Awards offer a close connection between television advertising and the film industry.

TIME TO GET SERIOUS ABOUT HUMOUR IN ADVERTISING

22. 2. 2025 Humour in advertising is a powerful driver of brand memorability and engagement. WARC’s India Editor Biprorshee Das dives into why humour works, where brands go wrong, and how to get it right – some key takeaways from the recently published What’s working in humorous advertising report. Humour in advertising is so much more than just… Continue reading TIME TO GET SERIOUS ABOUT HUMOUR IN ADVERTISING

U.S. STUDY: KEY VIEWING TRENDS: TRADITIONAL TV STILL HAS THE UPPER HAND

20. 2. 2025 Linear television is still one of the most powerful media. This is the conclusion of a study conducted by EMARKETER last year. Despite the increasing number of people switching to connected television (CTV) and social video, most people in the U.S. still watch linear TV. Meanwhile, linear TV viewers are also very likely to use… Continue reading U.S. STUDY: KEY VIEWING TRENDS: TRADITIONAL TV STILL HAS THE UPPER HAND

GOOD ADS DON’T WEAR OUT. CONSISTENCY IS A GOOD ALLY FOR BRANDS

13. 2. 2025 Marketers’ biggest vice is their impatience and need for change. But sometimes it’s better to leave things as they are. Why? System1’s research shows that advertising consistency is a major contributor to brand growth. Resisting the temptation to change the advertising once we get bored is not easy for marketers, but it’s worth it. Consistency… Continue reading GOOD ADS DON’T WEAR OUT. CONSISTENCY IS A GOOD ALLY FOR BRANDS

WHO ‘WON’ THE ADVERTISING SUPER BOWL? IT DEPENDS

10. 2. 2025 Budweiser, Lay’s, T-Mobile and Nike could all claim to have “won” the advertising Super Bowl – depending on who you ask and what was being measured. These were winning brands according to some Monday morning post-game analyses. The Super Bowl is a blue-chip advertising occasion as brands can reach what is far and away the… Continue reading WHO ‘WON’ THE ADVERTISING SUPER BOWL? IT DEPENDS

SUPER BOWL LIX: HUMOUR DOMINATES CREATIVE STRATEGIES

6. 2. 2025 Humor and positivity are set to be major themes among this year’s Super Bowl spots, based on analysis of various ads released ahead of the NFL season-closer by DAIVID, an ad-testing platform that uses artificial intelligence (AI) to measure creative effectiveness. The Super Bowl is a blue-chip advertising occasion that reaches millions of viewers. Interest… Continue reading SUPER BOWL LIX: HUMOUR DOMINATES CREATIVE STRATEGIES

WHY CELEBRITIES AND THE SUPER BOWL AREN’T LIKELY TO PART WAYS

4. 2. 2025 There was a time when most Super Bowl commercials didn’t feature a celebrity. No Serena Williams. No Payton Manning. No Martha Stewart. In 2010, only about one-third of Big Game spots included a well-known actor, athlete, or musician, according to television analytics firm iSpot.tv. This changed in 2018, when famous faces appeared in the majority of Super… Continue reading WHY CELEBRITIES AND THE SUPER BOWL AREN’T LIKELY TO PART WAYS

WHY HUMOUR IN ADVERTISING WORKS – AND HOW BRANDS CAN USE IT MORE

4. 2. 2025 Humour in advertising has declined by 37% over the past 20 years, according to Kantar, but evidence shows it remains a powerful tool for brand recall, emotional engagement, and long-term success.  WARC’s new report, What’s Working in Humorous Advertising, unpacks how brands across industries – from Snickers to Specsavers – are using comedy to cut through… Continue reading WHY HUMOUR IN ADVERTISING WORKS – AND HOW BRANDS CAN USE IT MORE