With so many program choices available during this current era of "peak TV," it often takes viewers longer than ever to even become aware of a new show, much less start watching it. While this increasingly is a big problem for ad-supported linear TV networks, the hit machine for streaming services functions very differently. In this week's edition, I analyze how viewers discover the next-new-OTT-thing, and what that portends for its most dominant player, Netflix.
Consumer concerns about their personal information falling into the wrong hands has increased dramatically over the past several years, especially in the U.S., and particularly among the youngest Americans. That's one of the key findings of a global survey of consumers conducted by GfK as part of its "Consumer Life Insights" study. Globally, personal data concerns climbed to 12th place this year from 13th place in 2016, the last time the study was conducted.
While live-plus-same day and/or live-plus-seven days of time-shifted viewing are the coin of network TV's advertising realm, Nielsen has published an analysis making the case for much longer windows of playback viewing -- upwards of 35 days.
While ad executives perceive that the equity of well-established brands is eroding fast, they seem mixed about what the best possible solutions are for turning that around. The No. 1 option cited by both advertiser and agency executives interviewed by Advertiser Perceptions in September for "Research Intelligencer" is to reposition the core proposition of legacy brands to "be more contemporary." Seventy-eight percent of ad execs cited that option and 39% ranked it No. 1, while 22% ranked it No. 2.
Publicis Media's Zenith unit has revised its global ad growth estimates for 2019 and 2020 downward for the second consecutive quarter. In its October 2019 outlook released today, Zenith took 2019's growth down to 4.4% from 4.6% in July and 4.7% in March.
Following earnings reports that major consumer goods marketers' earnings have been suffering due to the erosion of their brand equity with consumers -- especially among Millennials -- "Research Intelligencer" asked Advertiser Perceptions to conduct a series of interviews with advertisers and agencies to benchmark their perceptions, the causes for them, and potential solutions for dealing with the problem.
Technological changes remain among the most difficult for creative groups to adapt to, according to a survey of 400 advertising and marketing managers conducted by professional recruiting firm The Creative Group. Nearly half (46%) said it is either "challenging" or "very challenging" for them to adapt to new technology.
"Viewable" ads generate appreciably higher "conversions" than non-viewable ones. That's the not-so-startling finding of a collaborative study released this week by GroupM Scandinavia and Integral Ad Science (IAS).
By at least one representative measure -- share of video ads served by ad server Extreme Reach -- connected TV has achieved critical mass, accounting for 50% of all ad impressions served in its Q2 2019 "Video Benchmarks" report. While that's an explicit universe and not necessarily representative of average U.S. video consumption or ads delivered to viewers, it nonetheless is a telling milestone from a company that has been tracking the evolution of video ad serving in recent years.
Amid renewed conversations about adding out-of-home audience viewership into Nielsen's national TV ratings, I use this week's edition to make the case that adding out-of-home to the national TV currency should stay out-of-mind for any self-respecting ad executive.