Research, isights and analytics continue to be a vital function inside most media companies -- both big and small -- but the key performance indicators (KPI) used to evaluate the return on research investment varies considerably by the size of the organization. It also differs significantly from the value of research KPIs used by marketers, agencies and research companies too, according to the fourth in a series of "Organizational Benchmark" studies conducted by the Advertising Research Foundation.
Six substantive waves of multinational consumer research studies into the COVID-19 pandemic, Kantar has defined a new consumer segmentation schema based on how the crisis has transformed consumer psyches and behaviors. Ranging from the biggest segment ("Good Citizens," representing 22% of the population) to the smallest ("Ostriches" and "Hibernators," 12% each), the latest edition of Kantar's COVID-19 Barometer clusters them based on their propensity to be informed, worried, follow the rules or trust what their governments are doing to combat the pandemic.
While the role of advertising agencies remains in question for various forms of advertising and media, content marketing appears to be heading favorably in the direction of conventional ad agencies, including media services shops. At least that was the finding of a survey conducted by the Association of National Advertisers in 2019, prior to the impact of the COVID-19 pandemic.
Although most ad execs expect their budgets to decline for the foreseeable future due to COVID-19, the rate of ad budget erosion appears to be moderating, according to findings of the latest edition of Advertiser Perceptions' special COVID-19 tracking studies.
As part of an effort to "revolutionize" the role of procurement in the marketing process at major multinational marketers, the World Federation of Advertisers as embarked in an ongoing initiative code-named "Project Spring." Today, the WFA released new research from its members indicating that while marketing procurement remains vital, it is handled in different ways internally in organizations, including the kind of performance metrics and corporate targets their companies use as the basis for rationalizing marketing procurement.
New research conducted by IPG Mediabrands Magna and IPG Media Lab units with Twitter finds that mixing video advertising formats yields better results, contradicting the belief of some marketers that they should concentrate their entire video ad budget behind a single format.
A majority (59%) of ad industry professionals say they are not comfortable about the idea of returning to their offices in "the coming weeks or months," according to findings of a survey of 107 industry executives conducted over a two-week period by audio post-production facility Sound Lounge.
The vast majority of employees working from home concede they are engaging in non-work-related activities and 72% of them blame their cell phones for distracting them. Remarkably, 80% of the respondents said their activities -- ranging from sleeping on the job, watching porn and even having sex -- would get them fired if they were back in the office.
Nearly a third (32%) of marketing, advertising and media services work that had been handled by external agencies has been shifted in-house, due in part to the COVID-19 pandemic. That's one of the findings of a survey of "marketing leaders" conducted by Gartner in April and May. The study, Gartner's "CMO Spend 2020: Part 2," indicates the shifts were due primarily to "budget pressures," which have made "in-housing an ever more tempting proposition because CMOs expect that having work done by employees will deliver cost savings."
The concept of "the big lie" is essentially that if you tell a lie big enough and keep repeating it people will eventually believe it. Since most people tell small lies themselves in their everyday lives, while they would never tell colossal lies -- so have trouble believing someone else would -- they are more likely to fall for the big lie than a small lie. President Trump has not only been a master media manipulator, he has also been a master of the big lie - simple statements that strike an emotional chord, require no additional explanation, can be …