Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
- Amazon has emerged as the third-biggest digital advertising platform in the United States.
- Harley-Davidson, BMW, and Honda all showed improvement this year, while Chevrolet, Ford, and Mercedes-Benz all declined.
- More households have hooked up their TVs directly to the internet, giving marketers another way to reach consumers who watch free ad-supported streamers.
- For long-term business model stability, addressing invasiveness concerns is as or more important than tackling annoying ad repetitiveness.
- Kroger Precision Marketing on Wednesday announced the launch of a private programmatic ad marketplace that enables agencies and brands to reach consumers through Kroger's audience data and preferred ad-buying platform.
- Consumers and brands have different views about the building blocks of trust, Deloitte Digital and Twilio report.
- Somewhat predictably, the percentages using phones for streaming decline incrementally with age, with just 27% of boomers reporting the behavior.
- A comprehensive SEO strategy accounts for considerations from macro-level, industry-wide trends to the most micro-level elements of keyword usage, text formatting, or page mark-up. Achieving a balance and knowing precisely where to focus your efforts is essential.
- Ad viewability during the first half of the year mostly improved in the United States, in line with a broader global trend, according to the Media Quality Report by researcher Integral Ad Sciences. The biggest improvement was seen in mobile app display ads, whose viewability rate hit 85.2%, a 6.3 percentage points improvement from a year earlier. Other categories of advertising were mostly stable in the United States. Looking at global trends, mobile apps were the only environment whose display viewability level increased, rising 2.4 percentage points to reach 73.2% in in the first half. Mobile app display viewability increased most in Singapore, up 8.7 percentage points, and New Zealand, up 7.5 percentage points. For desktop video, viewability rose 1.8 percentage points to hit 77% worldwide as Germany and Australia posted notable improvements. France and Canada were the only countries to experience declines in desktop video viewability. IAS didn’t have an annual comparison for connected TV (CTV), but said it was the most-viewable format globally, reaching 93.2% in the first half. That viewability rate put CTV ahead of mobile web video (79%), mobile app video (78%) and desktop video (77%).
- While streaming's popularity continues, users are harder to keep, and are looking for interaction via social video and social gaming, concludes the digital media trends survey.
- Veteran media research exec Vijoy Gopalakrishnan has joined iSpot.tv as chief research officer, largely to further the media research company's "currency" initiatives.
- Affluent households are spending more time with electronic media than they did before the pandemic, a trend that has yet to reverse as the economy reopens. Consumers with a household income of more than $125,000 increased their total time spent with media by 16% from a year earlier to 41.9 hours in 2021, according to the latest survey from consumer research firm Ipsos. Live TV maintained its top spot as the most popular media outlet, though viewing time slipped from a mean of 9.4 hours a week to 9.3 hours in the past year. Streaming services also lost viewing time, falling from 7.9 hours a week to 7.3 hours. That time was spread among a growing number of platforms. Watching on-demand TV, watching videos on YouTube and listening to streamed audio were among the media activities that saw gains in the past year. The affluent consumer group consists of 75.8 million adults in 23.2 million households, according to Ipsos.
- The ad industry has realized that "device metrics" that were proxies for attention and standards like viewability do not necessarily equate to a true "opportunity to see," according to Joanne Leong, vp, global media partnerships, dentsu international.
- Acceptance of technology has increased vs. 2019, but shoppers still have concerns, AMA-NY reports.
- The most common forms of discrimination were family status and age, according to a global survey by Kantar.
- Thanks to wider use of sophisticated brand suitability and risk prevention strategies, brand risk for desktop display campaigns dropped by 2.4 points in the U.S. in the period.
- Google and Facebook will continue to dominate the global stage for digital advertising, though retailers are becoming a bigger threat.
- Centro rebranded to Basis Technologies on Friday, and next week will add research and benchmarking tools to its automated software offering for enterprise marketers.
- That Q3 stat is up from 17% reporting the same in Q3 2020.
- An Ipsos study, however, shows ad exec trust ranks lower among U.S. consumers than worldwide.
- Gamers are becoming more amenable to seeing advertising in videogames.
- The COVID-19 pandemic has accelerated consumer acceptance of marketing technology, according to findings of a just-released study by the American Marketing Association.
- While concerns about the highly infectious Delta variant of the coronavirus have weighed on recent sentiment, consumers are still feeling better than they have historically.
- But consumers in five other countries now use apps for at least five hours per day, reports App Annie.
- The converged-TV study also finds that investing at least 10% of impressions in streaming within converged linear/CTV campaigns tends to maximize incremental reach.
- Consumers prefer to do business with companies that make authentication safe and simple and safe, according to 81% of consumers surveyed by CMO Council and Business Performance Innovation Network. This frustration can cause consumers to search for brands that offer a different type of digital verification process.
- The COVID-19 pandemic led more U.S. consumers to spend time playing video games to help occupy their time during restrictions on public gatherings. About one-third (36%) of people ages 13 to 74 said they play video games on consoles such as the Sony Playstation or Microsoft Xbox, according to a study by Hub Entertainment Research. Among those console gamers, 51% said they play every day -- up from 39% two years ago. Gaming is popular among male teens and younger men who are more difficult to reach through traditional linear television. About 70% of men under age 35 play console games, compared with 50% of women in the same age group. Gamers also have become more tolerant of in-game advertising, such as branded downloadable content (DLC). Some 70% of regular console gamers play with branded in-game content, up from 61% two years ago. Among those who see in-game ads, 44% said they prefer them to regular commercials, while 72% said the branded content makes games more fun to play.
- Netflix currently has high saturation among the older demographic, particularly in the U.S. But it may have a tough time keeping them in the face of cheaper competitors that offer sports and news.
- Contextual targeting of advertising is making a comeback as marketers become more mindful of brand safety.
- In a new GfK study, 88% of those trying D2C brands for the first time said they were satisfied, and only 9% dissatisfied.
