- ANA: 15% Of Digital Ad Costs Going To 'Unknown'
The ANA's annual Masters of Marketing Conference kicked off this morning with largely upbeat presentations by CEO Bob Liodice and Procter & Gamble Chief Brand Officer Marc Pritchard focusing on how
the ad industry has responded as a "force for good" and a "force for growth" amid multiple 2020 crises of a global pandemic and explosive racial injustice. It also revealed some nagging low points,
especially for the digital supply chain.
- Study Finds 'Digital Retail Advertising' Cannibalizing More Established Ad Budgets
A big factor driving digital's increasing share of overall ad budgets is the acceleration of "digital retail advertising," which a new study from Advertiser Perceptions finds is drawing from all
sources of established ad budgets, and isn't likely to stop anytime soon.
- U.S. Ad Economy Expands Again In September, Second Consecutive Month Of Gains
The U.S. ad economy grew 2.7% in September -- its second consecutive month of expansion since the COVID-19 pandemic sent it into decline in March. While the rate of expansion fell by half from
August's 5.9% growth, it nonetheless indicates sustained growth for the U.S. ad economy and affirms industry forecaster projections that the ad recession would bottom out during Q2 and that ad
spending would once again begin expanding in Q3.
- Biden Word-of-Mouth Sentiment Turns Positive For First Time
Joe Biden is being talked about slightly more positively than negatively for the first time during the campaign, according to Engagement Labs' latest three-week rolling average. Biden has a "net
sentiment" of +1, meaning slightly more kitchen-table conversations about the candidate are positive than negative -- a big improvement from three weeks ago when he was at -18. By comparison,
conversations about Donald Trump for the three weeks ending October 11 are at -26, similar to three weeks ago (-24).
- Nielsen To Measure YouTube, YouTube TV Ad Inventory On Connected TV Sets
YouTube's streaming TV inventory will be measured in Nielsen's Digital Ad Ratings and Total Ad Ratings. Nielsen had been measuring YouTube and YouTube TV ad inventory for PCs and laptop computers and
mobile devices. Nielsen says this builds on its expanding advanced TV service, which includes addressable TV measurement.
- Madison Ave. Endorses Biden, Projects Him Winning Two-To-One
By a margin of nearly two-to-one, ad executives -- both advertisers and ad agency media buyers -- believe Joe Biden will win the 2020 presidential election. That's the finding of a study about the
impact of the political advertising season on conventional advertising and media-buying plans released this morning by Advertiser Perceptions.
- Google Analytics Redesign Significantly Improves Measurement For Advertisers
The move, prompted by shifts in consumer behavior and privacy-driven changes, will help advertisers achieve better return on investments from marketing and understand the consumer journey across the
Web and apps.
- IPG Study Finds Strong Link Between Ad Personalization And Effectiveness
The study found that higher levels of personalization were more effective at shifting difficult-to-move metrics.
- Analyst: Holding Company Sentiment Has Gone From 'Cautiously Optimistic' To 'Apathetic,' IPG To Lead The Group
Describing its sentiment for the major agency holding company stocks it follows as going from "cautiously optimistic" to "apathetic," a major Wall Street equity research team nonetheless projects
Interpublic as the best poised company for the near term among the group.
- First-Time National TV Marketers' Ad Revenue Up 50% To $500 Million In First-Half 2020
Nearly $500 million in national TV ad revenue came from 110 first-time national TV marketers in the first half of 2020, according to the VAB, up from $300 million vs. the same period year ago.
- U.S. Election Pollsters: Keep An Eye On Florida
An ESOMAR webinar Monday illustrates how divided America is weeks before the 2020 Presidential election. Based on an Economist/YouGov poll of 1,363 likely voters conducted Oct. 4-6, 59% of Joe Biden
voters will vote by mail, while 59% of Donald Trump voters will vote in-person on Election Day.
- Analyst: National CineMedia Upfront 'Sold Out,' Albeit Lower Ad $
Even with advertising remaining "strong" since the movie theater industry's restart, National CineMedia is projected to see lower revenue this year and next, according to a new analyst estimate --
down from an earlier projection of $170 million for 2020 and $365 million for 2021.
- Customer Data Platforms Take On Bigger Role As Cookies Disappear, Privacy Compliance Tightens
Customer Data Platforms that can combine first-, second- and third-party data have become the latest tool for marketers, data from Advertiser Perceptions shows.
- Big Dada: U.K. Probe Concludes Cambridge Analytica Broke No Laws, Just Society
"Some observers may have treated this as indicating that the whole affair may have been a scandal that never was," GroupM's Wieser writes, noting it does not take "away from bigger issues of
mis-managed data access, poor ethical behavior and heightened awareness by consumers of legal uses of data, which were inconsistent with expectations and which contributed to enhancing the
polarization of societies around the world."
- Wall Street Bullish On Ad Rebound, Especially Digital
Wall Street analysts have turned extra bullish on digital media, especially social and CTV and streaming services, according to reports from equity research firms assessing the impact of the COVID-19
pandemic. "It started in April when the dynamism of Facebook's auction shone through and pushed the social media leader's revenue growth back into positive territory (similarly, Google's silver
lining was YouTube direct response and Amazon advertising didn't miss a beat)," BMO Capital Markets' Daniel Salmon writes in the internet and media section of a massive BMO report covering the
pandemic's impact on all the industrial sectors it covers.
- Do-It-Yourself Presidential Engagement Evaluation
Get a piece of paper and pencil. Now write one of five drivers -- action, compassion, perceptions, resolve and trust -- indicating how important it is to you when it comes to your ideal President.
Then put a percentage against each one indicating how well your candidate matches up.
- Most Americans Fear Misinformation Will Sway Election, Cite POTUS As Super Spreader
Four in five Americans are either very (48%) or somewhat (33%) concerned that misinformation on social media will sway the outcome of the 2020 presidential election, and the No. 1 source is the
- MDC Partners Launches Earned Media Analytics Platform
PRophet uses proprietary technology to sample millions of reporters' stories spanning thousands of print media outlets by deploying a proprietary combination of natural-language processing and
- Study: COVID Impact On Agencies, Marketers Is Not Uniform
Factors like age, seniority and whether you work in-house or at an agency all seem to play a role in how work and careers have been affected according to a study by 99designs and Corus.
- Report Projects 2020 Media Price Deflation: -0.9% Worldwide; -3.4% In The U.S.
The economic fallout of COVID-19 is now projected to have a pronounced deflationary effect on ad costs for most major media and in most major media markets, especially the U.S., concludes a new report
released by media auditors ECI Media Management, which projects full-year 2020 media costs will decline 0.9% worldwide and 3.4% in the U.S.
- WFA Sees Marked Uptick In Optimism, Majority Of Marketing Campaigns No Longer Impacted
"Guarded optimism" is how the World Federation of Advertisers characterizes responses to its fourth tracking study on the impact of COVID-19 on marketing and media spending plans worldwide.
Significantly, the member companies surveyed have greatly normalized their marketing campaign plans, with more than half now saying they no longer are impacted by the pandemic, while less than a
quarter (23%) say they have been deferred 6 months or longer at this point.
- Ad Execs: Top Upfront 'Reforms' Focus On Measurement, Not Timing
On the heels of recent news that apex TV advertiser Procter & Gamble no longer considers the upfront vital, Advertiser Perceptions released findings of a survey of major advertisers and agencies
indicating that while some reforms are definitely desired, the upfront still is an important way to buy and sell media.
- Q2 Ad-Spending Analysis Reveals Major Share Increases For Social, Including Facebook, Instagram, Twitter
U.S. ad spending fell 30% during Q2 2020 vs. the same quarter in 2019, but the erosion was far more pronounced for traditional media.
- TV Could Lose $5 Billion In Advertising Through 2023: Analyst
TV advertising could lose further share amidst rising digital advertising, due to continued growth of small and medium-sized businesses using digital platforms. Digital advertising will rise by $94
billion through 2023, with TV slipping $5 billion and other media -- print, radio, outdoor -- collectively losing $14 billion, according to MoffettNathanson Research.
- Report Reveals Independent Voters Most Expensive To Target Via TV, Republicans The Cheapest
Independent TV voters are the most expensive ones to reach, while Republicans appear to be the most cost-effective voters to target via local TV advertising, according to a MediaPost analysis of data
contained in a new report being released today by Nielsen and Advertising Analytics.
- How A Picture Worth $750 Could Impact The Presidential Election
Sometimes a picture is worth a thousand words. In the case of this graphic illustration from Statista and The Washington Post, it's worth only $750. That's what the incumbent President paid in federal
income taxes during his first year in office.
- Research: New Urgency Of Purpose
In new research from Porter Novelli, upwards of 80% of executives believe taking a stand on social issues is a business imperative.
- Alternative Facts Fueling Alternate Realities
When it comes to the presidential campaign, America is divided into two alternate realities. And according to an analysis by the top political polling expert at Ipsos, it is due largely to the
alternative facts they are getting from news media.
- Americans Put Environment Ahead Of Economic Concerns, Say Brands Should Be Responsible For Addressing It
Environmental angst is becoming so acute among American consumers that 59% now believe it should not take a back seat to economic security.
- U.S. Ad Economy Rises 5.9% In August, First Expansion Since March
Big advertisers appear to be leading the recovery, as the top 10 ad categories' spending rose 8.4% vs. a 3.1% decline among categories 11-plus.