The vast majority of marketing execs surveyed late last year believe virtual online events are here to stay, and more than half (58%) say they are budgeting more this year to host them.
We may never know whether the chicken or the egg came first, but we do know more advertisers believe the media buy comes first than do their ad agency counterparts. That's one of the findings from ID Communications' 2021 Global Media Trading Report, which asked advertisers and agencies, which drives the other.
Less than half the time (48%) marketing industry researchers spend doing their jobs actually involves designing, fielding or analyzing research, according to findings of a survey of 531 research professionals conducted in the fourth quarter of 2020, according the findings of Greenbook Research Industry Trends data.
Even as ad agencies consider plans for returning to life as "normal," including business travel to clients and in-person industry events, most big advertisers plan to stay close to home for the foreseeable future, according to findings of a new study released this by the Association of National Advertisers. Three-quarters (76%) of respondents said their companies currently do not allow business travel for their executives, and only a fraction (2.5%) said they would be willing to travel domestically by air for a business trip.
Following a year of rollbacks for most major media, ad prices are poised to inflate an average of 3.0% worldwide this year, according to a forecast released this morning by ECI Media Management. The increases, which range from as much as 3.6% for high demand medium digital video, to a decrease of 2.3% for magazines, reflects longer-term systemic media supply-and-demand patterns for the ad industry.
In this era of "Peak TV+," there are so many good series year-round on so many different platforms that I am constantly discovering new shows to watch, many of which have already been on-the-air for multiple seasons. Nobody has to watch the so-called "least objectionable programming" anymore, and those under 30 have probably never even heard that phrase. In this week's edition, I organized reviews of 95 series worth bingeing.
Three-quarters of U.S. adults say they "tune out" digital ads because of more time spent on computers, mobile devices and TV sets, according to findings of a Harris Poll conducted for out-of-home ad trade association the OAAA. The study asked respondents a wide range of questions on their commuting and work-from-home behaviors and plans during the pandemic and in the months to come, as well as some of their media habits, and the question about digital media burn-out -- and digital ad tune-out -- was characterized as "these days," and represents an increase of 7 percentage points from September 2020.
Even as the ad industry and the trade press obsess on over-the-top, connected TVs and online streaming services, the percentage of American households that own an over-the-air (OTA) TV antenna has surged over the past year to 40%, according to findings of Horowitz's just-released "State of OTA 2020" report. While the report does not address the impact the COVID-19 pandemic might -- or might not -- have had on TV antenna adoption, it does break out penetration figures for various demographic groups and provides rankings for the features influencing TV antenna adoption, including stronger reception, better video quality and access …
Despite years of discussion surrounding the impact of digital media adoption, 44% of CMOs surveyed for the World Federation of Advertisers characterize their own organization's marketing transformation as not yet, or just beginning. Only 2% describe it as "world class." That's the top line finding from the WFA's just-released "Marketing Transformation: Delivering The Future Fit Organization" report, which was conducted in conjunction with Dentsu Schema.
One of the unintended consequences of the COVID-19 pandemic is that it has impacted some advertising categories more than others, and while much of the focus has been on sectors such as travel, restaurants, movies and live entertainment, demand for cosmetics and fragrances has also crashed due to continued social distancing.