• OMD Dominates Media Agency New Business In 2019, Carat No. 2
    OMD was the winningest media agency in 2019, according to the latest edition of R3 Worldwide's new business tracking data. With 369 new account wins and $238.5 million in annualized revenues from the new business, Omnicom's OMD unit was No. 1 by a wide margin over its closest peers.
  • Google Crushes Facebook As Commerce Traffic Generator
    After direct visits to commerce sites, Google dominates commerce-based traffic on the internet, by a wide margin, according to results of Oribi's "2020 eCommerce Report." The analysis, which is derived from thousands of purchases made by millions of visitors across more than 200 sites, found direct site visits accounted for 48.9% of traffic, but Google's organic (20.6%) and paid (14.1%) platforms accounted for 34.7% of all traffic to commerce sites.
  • Long-Form Video Accounts For Majority Of Viewing Regardless Of Platform
    So-called "long-form" video dominates the share of viewing for all platforms, including mobile, according to an interesting analysis of eMarketer and Brightcove date by PubMatic.
  • The Transition From Traditional To Omnichannel Campaigns, Merkle's Take
    Marketers rely on metrics such as engagement, sales, customer retention rate and ROI to evaluate the effectiveness of campaigns.
  • Study Asserts Podcasting Drives Best Conversions Of Any Media Channel
    Podcast measurement and attribution have been a challenge because of complexities in tracking internet protocol (IP) addresses, especially for mobile devices.
  • Mindshare Shares Its Outlook For 2020's Big 6 Disruptions
    GroupM's Mindshare unit kicks off 2020 with a fairly thorough and insightful review of the major media industry milestones of 2019, plus a snapshot of the Big 6 developments likely to define this year's change and disruption. Key among the agency's predictions are the legitimate beginning of 5G's rollout/impact on consumers and brand, the role of branding in an equity-challenged world, opportunities and obstacles for precision consumer data generated via wearable media tech, the ad industry's role in sustainability, and the continuing shift toward ad-free streaming media platforms.
  • Report Finds Americans Have More Free Time, Especially Younger Ones
    There's a scintillating insight buried in Deloitte's new "Human Experience" report that should get the attention of brand marketers and agencies looking for opportunities in American lifestyle changes. The report, which focuses mostly on the relative value of brand experiences, also identifies an "increase in free time," or at the very least, a perceived increase in the free time available to American adults.
  • Price Vs. Experience: Here Are Some 'Multiples' For Key Consumer Categories
    When it comes to the tradeoffs of price vs. "experience," some categories are more elastic than others in the minds of consumers, according to findings of a just-published report from Deloitte. The report, aptly titled, "Human Experience," provides some breakdowns on key brand experience drivers for various consumer segments and product/service categories. In this chart, Deloitte provides a matrix illustrating the relative importance to consumers of price vs. experience factors, and even provides a multiple for calculating the relationship between the two.
  • Apple Cost-Per-Installs More Than Double Android, Mobile Average
    With mobile app install advertising poised to top $200 billion next year, mobile marketing platform Liftoff has released a benchmark study indexing the relative cost and performance of various advertising formats, as well as the major mobile operating systems' install marketing costs. The just-released report, "2020 Mobile Ad Creative Index," examined more than a thousand apps over billions of ad impressions and 189 million installs between November 2018 and October 2019 and found Apple's iOS is by far the most costly to generate installs on, regardless of the advertising format.
  • Nearly 1 In 4 Browsers Have Malware Injecting Ads For Rivals, Other Commerce Sites
    Nearly 25% of browsers visiting an online shopping site contain malware injecting competing or conflicting ads that essentially "hijack" the customer experience that brought them there in the first place. The finding, part of a benchmark study published by Namogoo, estimates that nearly two-thirds of those hijacks are inserting ads redirecting users to a competitor's store, while significant but lower shares redirect them to online gambling or gaming sites, porn sites, or "error alerts" and so-called "clickjacking."
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