Only two-thirds (66%) of digital marketers "spend time and money" on online advertising, according to results of a 2018 survey of 501 "digital marketers" published today by The Manifest. A more interesting study might be one probing why a third of digital marketers do report they do not invest in online advertising, but the report shows some other interesting -- if questionable -- findings.
U.S. TV households tuned to an average of 14.7 of 197.9 channels that were available to them, or just 7.4%, In 2017 -- the last year for which Nielsen has data available,The number reflects the linear TV channel universe, but if over-the-top, subscription video-on-demand (SVOD) and other digital channels could be factored in, the percentage the average American household "tunes" to vs. what they can receive is likely even smaller.
The Association of National Advertisers' just-released identity-based marketing report reveals a high trajectory for U.S. marketer spending on the practice. It also shows how most marketers currently are applying it. Asked where their identity targeting focus has been over the past 12 months, more than half the respondents to the study conducted by Winterberry Group said it fundamentally is being used to develop audience insights for segmenting and targeting consumers.
The media industry loves to use the term "cord-cutting," but a new analysis from Wall Street firm UBS might suggest a better term, "dish-cutting," as in satellite dish. The U.S. video and broadband "snapshot" published today by the equities research team shows that while traditional pay TV subscribers continued to erode during the second quarter of 2018, most of it came not from cable providers, or telcos, but from satellite operators.
Digitas has released a new report reinforcing the potential threat that virtual voice assistants represent to brands. The study found that 85% purchased the first option recommended to them on at least one occasion.
With upfront prime-time TV ad sales negotiations essentially wrapped up for 2018-19, Media Dynamics has updated its historical record to include estimates for the volume and CPMs and growth rates for broadcast and cable TV networks. The five broadcast networks took in $9.6 billion in upfront deals, expanding 5.8% over the volume they sold in last year's upfront. Cable networks took in $11.1 billion, an increase of 4.7% over the 2017-18 upfront season. Demand continues to outstrip supply for upfront deals, with average CPMs rising 10.2% for broadcast networks and 9.7% for cable networks.
Eighty-seven percent of ad execs say they "hold back" spending on media companies and platforms due to "poor measurement," while 67% said they hold back on adopting new media formats for the same reason, according to a survey of 303 ad executives conducted in April by ad industry researcher Advertiser Perceptions.
Nearly two-thirds of consumers perceive American corporations as becoming more political, but by and large prefer they remain neutral. That's the top finding of a national survey of U.S. adults released today by Morning Consult. Sixty-four percent of respondents said American corporations have become more political in recent years, while only 9% consider them less political. Asked which issues or causes are most and least controversial, American consumers generally are more favorable toward brands that advocate for civil rights, racial rights and reforming the criminal justice system.
When I began covering the agency business for Adweek in the early 1980s, one of the first things I did was enroll in an agencies training program so I could learn what they do and how they do it. The agency was McCann-Erickson, and at the end of the program they gave me a certificate that had McCann-Erickson's logo and slogan on it, which I had never seen before. It read, "Truth Well Told."
Americans currently spend more than 48 billion hours each month accessing content via both conventional linear TV and other digital devices used to access video programming. That's the aggregate finding of a presentation Nielsen made this week compiling a variety of data correlating demographics with the various devices they use. The presentation showed that linear TV still is far and away the most dominant platform among all users, representing four times the volume of monthly media hours consumed vs. any connected TV device.