• ANA: Members With No Supplier Diversity Strategy Are Now The Minority
    The ad industry's push to cultivate a more diverse and inclusive supply chain appears to be working, according to findings of the Association of National Advertisers' just-published "The Growth of Supplier Diversity" report, which found the vast majority (69%) of ANA members surveyed now have a concrete supplier diversity strategy. While nearly a third (31%) still do not, they appear to be a shrinking minority, as the report also projects the industry plans to accelerate its push for a more diverse supply chain, including agencies, media vendors, as well as support services such as production, research, consulting and auditing.
  • Do The Upfronts Still Matter?
    For insiders at media agencies, networks, and advertisers (as well as tv analysts like me), the upfront season has placed thoughts of September squarely into May and June. In this week's edition, I raise -- and hopefully answer -- the fundamental question: Do the upfronts still matter?
  • VOOH Buyers Guide Finds CPMs Competitive With Broadcast Prime-Time TV
    Digital video out-of-home (VOOH) ads have advertising cost per thousand (CPM) ranges that are competitive with prime-time broadcast TV, and better than digital options like mobile and desktop video advertising. That's one of the data points that can be found in the Out-of-Home Advertising Association of America's (OAAA) just-released "Digital Video Out-of-Home Buyers Guide." "Pricing is always a consideration throughout the entire VOOH plan-buy cycle, and may dictate the targeting approach, publisher, and venue types, but ultimately will impact the ROI return on investment analysis," the guide reads, adding, "VOOH is typically purchased based upon the cost per thousand (CPM)."
  • Vaccine Hesitancy And Media Trust: Horizon Finds Americans Turn To Mainstream News Outlets
    Mainstream media outlets -- especially local and national news broadcasters, print news publishers and radio broadcasters -- are the most trusted sources Americans turn to for information about the COVID-19 pandemic, as well as vaccines. That's one of the media insights from a new "COVID-19 Vaccine Hesitancy" report from Horizon Media. The report, based on a nationwide study of Americans, also delves into differences in reasons some Americans are hesitant to take vaccines, and their demographic composition
  • The Incredible Shrinking Madison Avenue Media-Buying Clout
    Madison Avenue's biggest media buyers saw their total media billings volume erode in 2020, but not at the rate of the overall marketplace, making the U.S.'s "Big 3" -- Publicis Media, GroupM and Omnicom Media Group -- bigger fish in a shrinking pond.
  • Top Advertiser KPIs Ranked By Use Vs. Importance
    The most important KPIs, or key performance indicators, used by advertisers to assess the value and effectiveness of their advertising and media aren't necessarily the ones they use most often, according to the findings of a new report from the Association of National Advertisers. The report identifies and ranks 39 KPIs, only five which rank among the top dozen for both most important and most used: ROI/ROAS; conversions; unique reach; site visits, and viewable impressions.
  • U.S., Anglo Markets Lead Global Ad Recovery
    The major Anglo markets -- and the U.S. in particular -- appears to be leading the global ad economy out of recession, according to Standard Media Index's just-released "Anglo Markets Intelligence Report." In terms of the recovery's impact on the media mix, digital continues to be the leading indicator of the recovery, but the erosion of TV and other traditional media is beginning to narrow.
  • What Would It Take To Replace TV's Ad-Supported Model: $150+ Monthly Per U.S. Household
    Standard Media Index produced an interesting "thought experiment" in its just-released "Upfront 2021-22 and the Transition of the U.S. Video Landscape" report. The report, which is chockfull of trending data on all the major linear and advanced TV ad spending volumes, also includes some analysis of its first-ever eCPM (effective CPM) data, which it is beginning to report now. But the thing that caught my eye was an economic analysis (see above) illustrating what it would take to replace the $70 billion U.S. linear advertising TV marketplace, if consumers went "100%" to direct-to-consumer video subscription options.
  • Study Finds Marketing The Least 'Data-Driven' Department, May Rely More On Gut
    For all the ad industry's talk of Big Data and martech, marketing professionals consider themselves the least data-driven of the major corporate departments, according to a just-released report from data management firm Talend. Asked to estimate the percentage of their decisions that were based on data, marketing pros appear to be far more reliant on their own gut. Nearly half (48%) of marketing pros said 50% of less of their decisions were based on data, which compares with 44% for financial, 35% of production, 33% of engineering and only 23% of IT professionals.
  • Does Pre-Season Buzz Really Matter?
    Prior to the 2020-21 TV season, I released an annual report examining the impact of pre-season buzz on new TV shows. Each time my conclusion has been the same: despite some notable exceptions, there is no correlation between the level of pre-season buzz a show receives and whether it becomes successful once it premieres. In this week's edition, I provide a post-pandemic update, but here's a little background: Until the early-2000s, the broadcast networks almost exclusively aired repeats during the summer and there was virtually no television-based news other than previewing new fall series - which would typically begin right …
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