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“Unprecedented levels of agility required to adapt to constant change”: Effective media strategies today, from WARC

What's New in Publishing 22 Apr 2020 07:30

WARC, the global authority on advertising and media effectiveness, has released its Media Strategy Report 2020, highlighting key trends and themes for an effective media strategy. The insights are drawn from the winners of the WARC Media Awards 2019, a global case study competition rewarding comms planning that has made a positive impact on business results.

Following an analysis of the shortlisted and winning entries across the four categories – Effective Channel Integration, Effective Use of Tech, Effective Use of Partnerships and Sponsorships, and Best Use of Data – here are the key insights.

1. Influencers are becoming a more trusted component in the media mix.

Brands are turning to micro influencers in particular, combining their followers to achieve further reach. The collective clout of credible influencers and what they can bring to the mix is increasing: brands are expected to spend $10bn globally on influencer marketing in 2020, according to Mediakix. What’s more, as many people across the globe are now based entirely at home, there’s been the emergence of what the Financial Times has dubbed the ‘lockdown celebrity’, influencers in relevant areas such as fitness, education and food preparation.

“Channel selection is one of the most demanding aspects of campaign building,” says Lucy Aitken, Managing Editor, Case Studies, WARC.

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