Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
- Baird Capital Analysts late Tuesday lowered stock estimates for a majority of Internet companies the group covers to reflect the impact from a possible mild recession.
- U.S. consumers say about half of their entertainment sources are "must-haves" among choices in video, music and gaming.
- Research released from The Advertising Coalition and conducted by IHS Markit on Wednesday finds that advertising generated $7.1 trillion in sales in 2021, and it supported 28.5 million U.S. jobs.
- Study also underlines the benefits of bundling services, content to increase engagement, retention.
- "Companies delivering on time and keeping their promises despite supply-chain issues are being held in high regard," says Harris Poll CEO.
- Kids believe their generation has a much clearer understanding of gender compared to older generations, with 80% of kids and teens trusting people their age to understand who they are and their gender, including how to articulate and express it. It has begun to surface in search results. The outcome will create challenges if not faced now.
- Signaling a wider macro-view of a possible slowdown in advertising, traditional TV-based media companies' stock prices declined sharply after Snap said on Tuesday it is seeing a sharp deceleration of its digital ad revenues. MoffettNathanson Research senior research analyst/co-founder Michael Nathanson says there are some concerns that Q2 may end a bit soft. Many companies sank to new 52-week lows.
- Risks including a 40-year high in inflation will challenge marketers to set the right tone in their promotional strategies.
- A study by digital marketing agency Hennessey finds North Carolina is the most social media-obsessed state, followed by Tennessee, with Facebook leading as the most-Googled social media site in every state followed by Instagram, Twitter and TikTok.
- For American television viewers, the start of the new prime-time season is still four months away. For insiders at media agencies, networks, and advertisers (as well as analysts like me), the upfront season has placed thoughts of September squarely into May and June. In a series of presentations to the advertising industry, the major media companies just announced plans for their linear and streaming platforms during the next year or so, which includes their respective TV schedules. This marks the start of the "Upfront," when advertisers spend upward of $20 billion buying commercial time on national television programs scheduled to air during the next broadcast year (September-August). In this week's edition, I break down the major pre-upfront talking points and explain what they really mean.
- Some insights from AI company Helixa may help streaming services keep these slippery customers engaged.
- Conservative-leaning TV news stations and networks are coming clean with how they feel about the monetization of news as billions of political ad dollars -- destined to hit record amounts this year -- are poured into TV stations.
- Telematics systems improve efficiency and productivity by helping reduce vehicle downtime through complete visibility into maintenance needs.
- Marketing budgets climbed to 9.5% of total company revenue in 2022 -- up from 6.4% in 2021, but down from 11% in 2020 and 10.5% in 2019, according to Gartner.
- A quarter of those executives said misinformation about their brands and industries was the biggest risk to brand reputation.
- Smart TVs posted the biggest increase in streaming time, with a 34% yearly gain during the first quarter.
- Average frequency across 30 CTV campaigns of varying sizes was just 4.6, per a study by ANA and Innovid. Duplication rates, costs were also examined.
- Brian O'Kelley, CEO and co-founder of Scope3, credited with the invention of programmatic advertising and the ad exchange, said about 3% or 4% of all energy use in the world powers the internet. And all those emissions are funded by advertising.
- The market is sending disruptive intent signals for creative agencies, while big brands also are researching "global business services" in big numbers, suggesting some big changes may be imminent.
- Better representation of Asian talent in TV programming improves the likelihood that brands can reach Asian Americans.
- The proportion of subscribers of three years' duration or longer who are cancelling is rising.
- Most social media and livestream purchases are inspired by content from brands.
- Ace Hardware at the top of the J.D. Power 2022 U.S. Home Improvement Retailer Satisfaction Study for the 15th time in 16 years “Overall customer satisfaction with home improvement retailers is 849 (on a 1,000-point scale), up a significant 22 points from the 2021 study,” per Chain Store Age. “Ace Hardware continues its long streak of highest-ranked performance in the home improvement retailer category, but the big box stores—Lowe’s and Home Depot—see the biggest year-over-year gains in customer satisfaction."
- Only 10% of CDP owners feel their CDP meets all their needs, Zeta Global and Forrester report.
- In a series of presentations to the advertising industry this week, the major media companies are announcing plans for their linear and streaming platforms during the next year or so, which includes their respective fall TV schedules. This marks the start of the "upfront" season, when advertisers spend upwards of $20 billion buying commercial time on national television shows scheduled to air during the 2022-23 broadcast year. As I do every year, I will be reporting on each company's presentation, and once I watch all the new series pilots, evaluating their upcoming broadcast network programming. But first I have a few pre-upfront thoughts.
- Massachusetts offers higher wages for a marketing manager -- $183,200 on average -- and provides the largest number of marketing job openings.
- OOH ads performed better than digital video, display, radio and print in urging consumers to take action.
- Specifically, 41% of consumers said they initiated an online search after seeing an out-of-home ad vs. 45% who said they did so after seeing a TV spot.
- A study by media company Xaxis, marketing agency Catalyst and London Research explores recent shifts in consumer shopping behaviors resulting from the pandemic.
- The rise in viewability is a positive indication that marketers are better at ensuring their ads are more likely to be seen.
