In what appears to be a first-of-its-kind study, advertising account review tracker Comvergence analyzed two years of reviews involving both creative and media assignments and found nearly a third were consolidated at agencies in the same agency holding company. The study, which examined reviews assigned between April 2016 and May 2018, found 72 involved both creative and media, and 21 -- or 29.2% -- were awarded to agencies operating inside the same holding company.
Retail marketers will continue to be the engine driving digital ad spending at least through the next year, according to updated estimates released this morning by eMarketer. As much of a driver as retail is, the category's expansion is just ahead of overall digital advertising growth rates. Overall, U.S. digital ad spending will grow 18.7% this year to reach $107.30 billion, according to eMarketer's update.
A new wave of ad formats that reward consumers explicitly has emerged. Often called "opt-in advertising," "value exchange-based advertising" or "rewarded "advertising," the rewards typically are to unlock entertainment content, "points," upgrades, premiums and freemiums in exchange for completing an ad exposure. On July 12, the Interactive Advertising Bureau will hold a "kick-off" meeting for an Opt-In Rewarded Advertising Buyer's Guide Working Group to begin setting industry parameters for new formats. Meanwhile, digital video advertising platform Jun Group has released findings of a study of a year's worth of "value exchange based" video ad views, engagements and completions that begins …
More Americans would choose to consume media via models that provide access for free with a few long-form ads, but free ad-supported media with many short-form ads would be their next preference, according to a survey of 400 U.S. adults conducted Tuesday by Research Intelligencer and Pollfish. After entirely free, ad-supported models, more Americans would prefer to pay a higher premium fee with no ads than those willing to subscribe for a more moderate fee with some forms of advertising, including one single sponsorship. The survey was fielded in response to a variety of industry efforts to test new shorter …
Like the conventional tv viewing marketplace where a few big channels dominate shares of viewing, comScore has done the same for the over-the-top viewing universe. But unlike terrestrial, cable and satellite TV, the dominance of the biggest players is even more stratified. In terms of pure reach, Netflix's 75% is by far the most distributed OTT platform, followed by YouTube's 50%, Hulu's 36% and Amazon's 28%. But drilling below the pure OTT household reach numbers, comScore shines light on some underlying strengths -- and stickiness -- among the Big 4.
The average U.S. WiFi household increased its data consumption 26% in the past year, according to estimates released by comScore as part of a "State of OTT" webinar presented today. Not surprisingly, most of that increased data usage is attributable to greater consumption of OTT media content. According to comScore's latest estimates, 59.5 million homes, or 63.5% of all households with WiFi access, currently use OTT services. That's an increase of 17% versus the same point a year ago.
Media technology companies continue to dominate -- and expand -- their brand value, according to just-released estimates from BrandFinance's annual "US 500" report. The analysis, which utilizes a method calculating each brand's dollar value based on the underlying brand strength, its royalty value and actual brand revenue value, shows Amazon expanding 42% and jumping to No. 1 from No. 3 last year. Apple's brand value expanded 37%, enabling it to hold on to its No. 2 ranking, while Google lagged its peers, dropping to third from No. 1.
GroupM capped off a week of mid-year updates from leading ad forecasters with an annual report providing the longest-range view. While the agency's "This Year, Next Year" June 2018 report has one caveat -- a long-term independent variable of the International Monetary Fund's GDP calculations, it nonetheless is a valuable benchmark for forward planning.
Despite the momentum digital audio services have had in recent years, conventional AM/FM radio remains the dominant source of the U.S. audio media marketplace, according to estimates released by Edison Research. Nearly half of all audio content consumption by U.S. adults is to a terrestrial radio signal, according to Edison Research's Q1 2018 "Share of Ear" report.
The U.S., long the biggest contributor to worldwide ad spending, will continue to represent a disproportionate share of the ad industry's global expansion, according to new estimates released this week by Publicis' Zenith unit. The U.S. will account for more than a third of the $55 billion-plus in global ad growth through 2020, according to a "Research Intelligencer" analysis of Zenith's data. The other biggest contributor, China, isn't far behind, accounting for 29.9% of global ad expansion through 2020.