Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
- Retail experts predict a record $24 billion holiday spend -- and not just because everything costs more.
- A small portion of those delisted CTV apps sold advertising through open programmatic offers.
- While brands love to say they stand for the environment or diversity, consumers aren't listening. New research from GfK finds cause-driven messaging is not getting through.
- MoffettNathanson forecasts NBCU and Warner Bros. Discovery will see declines in content spending this year while others will climb. Walt Disney will lead all big media companies, followed by NBCU, Warner Bros Discovery, Paramount and Netflix.
- The ARF said the atlas is part of its ongoing "attention validation initiative," and a preliminary version will be released in late April.
- When ads appear on web pages that are less cluttered with advertising, consumers are more likely to see them.
- "The data clearly debunks the perception of globalization going into reverse gear. Globalization is not just a buzzword, it's a powerful force that has transformed our world for the better," says DHL CEO John Pearson, adding: "we can build a brighter future that benefits us all, creating a world that is more interconnected, more prosperous and more peaceful than ever before."
- Email is the top channel for communicating with customers. But don't include GIFs, Front and ignite80 warn.
- After concerns about inflation, people are most worried about Russia's war on Ukraine.
- UBS analysts examined the cost risks for Alphabet around the integration of generative AI into Google search and have seen recent evidence that costs are coming down rapidly, including OpenAI stating that it had managed to reduce costs for ChatGPT by 90% over December through March.
- In comparison, Netflix's new ad-supported option accounted for 19% of its new sign-ups by its third month in the marketplace.
- A new study from the agency shows the perception of "corporate greed" is one of the fastest-growing inflation concerns among U.S. consumers.
- Nearly 80% of General Motors' estimated spend in February was on its Super Bowl LVII spot alone.
- The analysis is based on conversations happening online (via social media) and offline (via face-to-face conversations as well as phone, etc.).
- Saatchi & Saatchi plunges into the domestic lives of young parents, explaining how they're ditching Instagram perfection for reality, self-care and mental health.
- More than half of survey respondents said online reviews need to be posted within the past month to be relevant.
- Just weeks after pulling its massive media account from long-time agency Horizon, new data reveals that GEICO has become a lot less massive as an insurance category advertiser. So have its peers.
- Mobile marketing platform AppsFlyer this week named Andreas Naumann its -- and likely the ad industry's -- first anti-fraud evangelist. In this Q&A, he explains why mobile has become the biggest vector for fraud and why the ad industry has taken its eyes off the ball.
- Almost all U.S. consumers said they've heard of Netflix, but fewer feel confident they can explain the service to someone else.
- Almost half of consumers said they have tried to scan a QR code they saw on TV.
- "My feeling is it's a blip and we'll see that stabilize in the next wave," predicts Advertiser Perceptions' Sarah Bolton, who has been tracking ad exec concerns about trust in advertising and misinformation.
- Netflix will reach 10 million ad-supported subscribers globally by the end of this year, with about 30% in the U.S./Canada, according to MoffettNathanson Research. Previously, the research company estimated a total of 24 million global ad-supported subscribers.
- A new survey shows Peacock and Apple TV+ rank low in subscriber perceptions of how "essential" various premium streamers are, while monthly consumer spend on SVODs has plateaued.
- Only 16% of viewers of online video stick with content that is longer than an hour.
- Of all the award shows on television, the Academy Awards is the most boring. It shouldn't be and doesn't have to be. But there has been little (or no) effort to make the broadcast more viewer-friendly. And it would be so easy to do. In this week's edition, I provide a script for how to fix the Oscars telecast and make it more viewer -- and advertiser -- friendly, too.
- Google's Universal Speech Model is a critical first step toward creating AI that can understand and translate 1,000 languages. Earlier this week, Google shared details of its AI universal speech model designed to understand hundreds of spoken languages.
- Nine out of the top 15 shows most popular with people ages 15 to 24 contained tobacco imagery.
- Adobe and The Weather Company this week released the 2023 Digital Economy Index, which found rain, wind, and snow drive more than $12.4 billion in annual online spending.
- Nearly all consumers recognize the big streamer brands, but relatively few would know how to explain individual streamers' brand propositions, finds Hub survey.
- The presence of women in domestic or family settings in ads increased to 66% in 2022, compared to just 32% in 2021.
