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AI-powered measurement enables faster, more responsive decisions but poses transparency and control risks

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WARC

WARC releases The Future of Measurement 2026, exploring emerging trends in media and creative measurement

7 May 2026 – As marketing measurement continues to evolve, WARC, the global authority on marketing effectiveness, has today released The Future of Measurement 2026, a report that explores the latest emerging trends in media and creative measurement. It focuses on three key areas: the shift to outcomes measurement; how AI is moving measurement upstream; and the rise of creative intelligence.

Paul Stringer, Managing Editor Research and Insights, WARC, says: “Marketing measurement is no longer just about understanding what happened, but enabling better decisions about what to do next. Traditional approaches – based on attribution, proxy metrics, and post-hoc reporting – are becoming less relevant. Rapid advances in AI are enabling a more dynamic, continuous optimisation of both media and creative. However, the foundational challenges of transparency, governance, and data quality need to be addressed.

“This report explores the key trends shaping this new era of marketing measurement highlighting the fundamental questions and decisions that marketers need to act on.”

Key trends set to shape the measurement landscape over the next 12 months are:

Outcomes measurement gathers pace

Media is increasingly bought against outcomes, driven by greater access to data, digital platforms, and ROI pressures. But the ability to measure and optimise against them is developing unevenly across the ecosystem.

Digital platforms are embedding real-time, outcome-based optimisation directly into their advertising systems, while legacy media are still evolving from an audience-based measurement towards proving their impact using experiments and advanced modelling techniques. The result is a two-speed measurement landscape converging on the same goal: incremental growth.

With no single system providing a complete picture, and a lack of trust and transparency in data and attribution, particularly within digital platforms, marketers are advised to make independent validations and take a cross-platform approach that combine multiple data sources and insights to support better marketing investment decisions.

AI moves measurement upstream

Artificial Intelligence (AI) is primarily being used in measurement to automate data collection, cleaning and normalisation before human interpretation. It can also significantly increase the frequency of testing and modelling for advertisers.

AI promises to move marketing measurement upstream, from a reporting output into ‘decision system’ that supports more dynamic planning and optimisation.

Marketers are rightfully excited about its potential. However, without rigorous, independent validation, AI-driven measurement risks becoming a black box for budget allocation, producing outputs that may appear credible but are not transparent or reliably grounded in true causal signals.

The rise of creative intelligence

Creative quality is a key driver of advertising effectiveness, yet it remains undervalued and undermeasured by marketers making it harder to justify investment. This is changing thanks to advances in AI and machine learning.

Marketers are building creative intelligence capabilities, an integrated system that allows them to measure and optimise creative at scale. This enables them to forecast asset performance ahead of launch, continuously optimise creative assets in real time for engagement and effectiveness, and measure the true impact of creative on commercial outcomes.

However, creative intelligence faces several barriers to adoption, such as poor data quality and a lack of resources. It also demands a closer integration across people, processes and technology – particularly creative and media.

Marketers are advised to unify disciplines and workflows so creative and media work as one operating system. Investing in platforms that support end-to-end creative activation, optimisation, and measurement will be essential. Piloting is expected to begin with social channels, where creative data is easily accessible and closely linked to performance.

The Future of Measurement 2026 report is available to WARC subscribers. A WARC podcast will be available from 12 May.

The insights for The Future of Measurement report are based on a combination of exclusive data from WARC and external research studies and reports. It is part of WARC Strategy’s Evolution of Marketing, series of in-depth forward-looking reports on the marketing discipline through evidence-based insights and emerging trends, technologies, and other drivers of change.

 

Business

Hong Kong rises to No.2 globally in competitiveness

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Hong Kong

HONG KONG SAR – Media OutReach Newswire – 18 June 2026 – Hong Kong jumped one place to become the world’s second most competitive economy, according to the 2026 World Competitiveness Ranking published today (June 18) by the Swiss-based International Institute for Management Development (IMD). It is Hong Kong’s highest ranking since 2019, and builds on three consecutive years of improvement.

Welcoming the report, a spokesperson for the Hong Kong Special Administrative Region (HKSAR) Government said, “The World Competitiveness Yearbook (WCY) 2026 reaffirms Hong Kong as one of the most competitive economies in the world, and notes that Hong Kong’s rise to second sustains the strong upward trajectory from 2024 and 2025.”
In announcing the results, the IMD noted that, amid rising geopolitical tensions, competitive advantage hinges on credible institutions, predictable rules, enforceable commitments and public trust.

According to WCY 2026, Hong Kong’s rise reflects sustained performance across the four competitiveness factors measured. Among these factors, Hong Kong ranks second in “Government efficiency” and third in “Business efficiency”. “Infrastructure” and “Economic performance” rank eighth and 11th respectively.

As regards the various competitiveness sub-factors, Hong Kong tops the rankings in “Tax policy” and “Business legislation”, ranks second in “Finance”, third in “International trade”, “International investment”, “Management practices” and “Education”, and fourth in “Public finance” and “Basic infrastructure”.

“In the competitiveness factor ‘Government efficiency’, Hong Kong continues to rank second globally, reflecting the HKSAR Government’s ongoing efforts to promote free and open, stable, predictable and business-friendly economic policies, as well as the international community’s trust in Hong Kong’s legal and regulatory environment,” the spokesperson said.

“Hong Kong’s ‘Business efficiency’ is ranked third globally, reflecting the strong support for industry development rendered by our robust financial ecosystem, as well as the seamless alignment of the city’s business practices and environment with international best standards.”

Amid rapidly evolving geopolitical dynamics, Hong Kong, with its close connectivity to both the Chinese Mainland and the world under the “one country, two systems” principle, and its sound institutions, open markets and sustained investments in innovation, has become a “value hub” that offers both security and growth opportunities.

In fact, Hong Kong continues to excel in various international rankings including those for economy, finance, and talent. The International Monetary Fund has also given positive recognition to Hong Kong in recent months, and major credit rating agencies have successively reaffirmed Hong Kong’s credit ratings and ‘stable’ outlook.

“All these echo the WCY 2026 results,” the spokesperson said.

Currently, Hong Kong is formulating at full speed its first Five-Year Plan, to proactively align with the National 15th Five-Year Plan.

“With the staunch support of our country, the HKSAR Government will work together with all sectors of society to strengthen our role and function as a ‘super connector’ and ‘super value-adder’, with a view to better integrating into and serving the overall national development, achieving our own high-quality development, creating more new room for development for our people and businesses, as well as opening up new opportunities for global investors and enterprises,” the spokesperson said.

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2026 Hainan Cultural and Tourism Promotion Events Held in Hong Kong

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Hong Kong

HONG KONG SAR – Media OutReach Newswire – 18 June 2026 – On June 16, the 2026 Hainan Cultural and Tourism Promotion Events, under the theme of “Sunny Hainan · Heart’s Desire,” were held in Hong Kong. Leaders from Hong Kong’s cultural and tourism authorities, heads of industry associations, and representatives of key cultural and tourism enterprises from home and abroad gathered to explore new opportunities for cooperation and draw up a blueprint for the industry’s future.

Liu Xiaoming, Governor of the People’s Government of Hainan Province, and Cheuk Wing-hing, Deputy Chief Secretary for Administration of the Government of the Hong Kong Special Administrative Region, attended the events and delivered speeches. During the promotional session, Chen Tiejun, Director of the Department of Tourism, Culture, Radio, Television and Sports of Hainan Province, unveiled the “Top Ten Calling Cards of Hainan Tourism,” which received enthusiastic responses and positive feedback from various sectors in Hong Kong. Attendees from Hong Kong unanimously agreed that Hong Kong and Hainan boast highly complementary cultural and tourism resources and immense potential for cooperation.

Since the launch of special customs operations of the Hainan Free Trade Port, its distinctive opening-up advantages, such as “zero tariffs, low tax rates, a simplified tax system” and “tariff exemption for value-added processing,” have become increasingly prominent. These policies have continuously made Hainan more attractive to businesses and opened up broader opportunities for Hong Kong investors and entrepreneurs.

On the same day, at the “Invest in the Free Trade Port, Share New Opportunities” Symposium for Hong Kong Enterprises held in Hong Kong, four cooperation agreements were formally signed, covering high-end commerce, cultural and tourism integration, and regional industrial coordination. Hong Kong business representatives expressed strong interest in deepening their presence in Hainan.

Hainan and Hong Kong share a long history of cooperation, and in recent years, a steady stream of favorable policies has been introduced. Since the signing of the Hainan-Hong Kong Memorandum of Cooperation in March 2025, bilateral cooperation has accelerated across the board. In 2025, goods trade between the two sides reached RMB 9.35 billion, increasing by more than two times from 2020. A total of 793 new Hong Kong-funded enterprises were established in Hainan, a year-on-year increase of 21.5%. Hainan has also issued offshore RMB bonds in Hong Kong for four consecutive years, with a cumulative total of RMB 18 billion. Currently, an average of four direct flights operate daily between Hong Kong and Hainan, with the fastest travel time under two hours, facilitating the rapid emergence of the “Hainan-Hong Kong Living Circle.”

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Business

Hong Kong universities scale global heights, cementing education hub status

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Hong Kong

HONG KONG SAR – Media OutReach Newswire – 19 June 2026 – Hong Kong universities continue to excel on the international stage with five institutions ranked among the world’s top 100 and, for the first time, two in the top 20 of the 2027 World University Rankings published by Quacquarelli Symonds (QS) on June 18.

A spokesman for Hong Kong’s Education Bureau (EDB) said that with the Hong Kong Special Administrative Region (HKSAR) Government’s full commitment to developing Hong Kong into an education hub, coupled with the support of a series of policy measures, the city’s higher education system has again excelled.

Announcing the results, QS said in a press release that Hong Kong “emerges as Asia’s most improved higher education system for the second consecutive year, and the second most improved globally among systems with three or more ranked universities”.

The University of Hong Kong (HKU) maintained its position at 11th in the world; The Chinese University of Hong Kong (CUHK) rose 14 places to 18th; The Hong Kong University of Science and Technology rose 11 places to 33rd; and The Hong Kong Polytechnic University climbed four places to 50th, entering the world’s top 50 for the first time. Also among the top 100 is City University of Hong Kong, which improved 11 places to 52nd.

In the latest Best Global Universities Rankings published by the U.S. News & World Report just days ago, multiple Hong Kong universities also demonstrated exceptional international competitiveness, with 20 subjects placing in the global top 10. Notably, CUHK, HKU, and The Education University of Hong Kong swept the global top three spots for the Best Global Universities for “Education and Educational Research”, underscoring the city’s prowess in cultivating talents and conducting academic research.

“These achievements fully affirm the effectiveness of the HKSAR Government’s steadfast investment in education and its full support through the University Grants Committee (UGC) for institutions to continuously innovate, optimise, expand capacity, and enhance quality. The significant year-on-year rise in the overall rankings of our institutions further validates Hong Kong’s strong appeal as a premier hub for international high-end talent,” the EDB spokesman said.

“The stellar performance of UGC-funded universities in the international rankings is by no means accidental. On one hand, it relies on the tireless efforts of all institutions to actively recruit world-class scholars and invest in infrastructure. On the other hand, the HKSAR Government’s stable resource investment, clear and supportive policy guidance, as well as the rigorous quality assurance implemented through the University Accountability Agreements, are also of paramount importance.”

The Government will continue to promote the internationalisation and diversification of post-secondary education, which aims to not only enhance Hong Kong’s development momentum but also make proactive contributions to the nation’s development, the spokesman said.

The strength demonstrated by Hong Kong’s higher education system aligns perfectly with the strategic goals set out in the National 15th Five-Year Plan to build a leading nation in education, technology, and talent.

To support the post-secondary education sector to grow bigger and stronger, the Government has raised the admission ceiling for non-local students in taught programmes at funded post-secondary institutions to 50 per cent, and increased the over-enrolment ceiling for self-financing places in funded research postgraduate programmes to 120 per cent, among other measures.

Meanwhile, the Government is promoting the “Study in Hong Kong” brand. The Task Force on Study in Hong Kong, in collaboration with major institutions, is stepping up promotion of Hong Kong’s excellent academic, research, and international collaboration resources on the Chinese Mainland and overseas. It also aims to attract outstanding talent from all over the world through initiatives such as expanding the Belt and Road Scholarship.

 

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