Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace from all sources is being built and will be coming soon as part of your membership with the Center for Marketing & Media Research.
- Analysis Shows Nearly A Quarter Of Pitches Done As Integrated Media/Creative Reviews
- IAB: Ad Budgets Being Reviewed Less Frequently, Confidence Soars
- Analyst Ends Decade-Long Recommendation For Interpublic, Downgrades To 'Market Perform'
- Kantar To Acquire Chicago-Based Numerator For $1.5 Billion
- IPG Mediabrands Finds Social Is The Most 'Difficult' Medium For Persons With Disabilities
- Ad Execs: Paid Content/Influencers Now The Biggest Share Of Digital Budgets
- Google's User Experience: Most Websites Fail To Meet Requirements
- Netflix Dominates 'Demand Share' Of Streamers
- U.S. Ad Market Turns In Best March Ever: Up 25% Vs. 2020, 7% Vs. 2019
- HBO Max Dominates Q1 Subscription Adds, Total U.S. SVOD Subs Exceed 240M
- Disney To Outperform TV Marketplace, Given Sports Content
- 60% Of Consumers Are Good With Limited Ads For Cheaper Video Services: Deloitte
- IAS: Adult Content, Hate Speech Drove Higher Levels Of Brand Risk During Second Half Of 2020
- CTV 'Viewability' Beats All Other Digital Video, Lags Linear TV
- The VAB And Nielsen: War Of Words Continues
- Amazon Grows Total Video-Music Spend To $11 Billion
- Media Agency Execs Overwhelmingly Expect CTV Ad Budgets To Rise, Many 'Dramatically'
- Media Agency Execs Indicate YouTube Will Benefit Most From Shifts In TV Ad Spending
- In First Year-Over-Year Pandemic Comp, U.S. Ad Spending Surges 22% In March
- Bespoke CX: The Main Hurdles To Pursuing An Effective Strategy
- Nielsen Audience Measurement Chief Scott Brown Leaves For Experian
- Ecommerce Feeding Off Growth During Pandemic Year, Salesforce Data Shows
- Mobile Was The Main Beneficiary Of COVID Lockdowns, Approaches Two-Thirds Of Global Brand Traffic
- Netflix Boasts Best Monthly Churn Rate, Disney+ Comes In Second
- Study Finds Ad Execs Believe CTV Benefitted From Pandemic, Now More Effective Than Linear TV
- Few Older Americans Trust Social Media Advertising
- Would Biden's Infrastructure-Broadband Plan Impact A DirecTV/Dish Merger?
- Disgust And Positive Sentiments Both Drive Video Ad Sharing: Groundbreaking Study
- Study Finds Most Americans Will Never Buy Influencer-Promoted Products
- GroupM: China Now Accounts For 5% Of World's Biggest Marketers, But Tensions Abound
Major U.S. marketers appear to be streamlining their agency reviews, moving from an "unbundled" approach to consolidated media and creative account pitches, according to an analysis by advertising
accounts research firm Comvergence.
In a healthy leading indicator of the U.S. ad industry recovery, ad execs -- both advertisers and media planners and buyers -- say they are reviewing their ad budgets much less frequently than even
five months ago. The data, which comes from the IAB just-released update of an ongoing tracking report of ad executive confidence, shows that only 15% of respondents are reviewing their ad budgets
monthly vs. nearly double (29%) that amount when it last surveyed them in November 2020.
A top Wall Street analyst has ended a decade-long "outperform" rating for Interpublic, downgrading it to "market perform," the same rating currently bestowed on other publicly traded agency holding
companies.
According to the companies, the combined data assets will provide insights into the shopping habits of almost five billion consumers globally. The acquisition is also complementary to Kantar's U.S.
Ad Intelligence business.
Social media is the most difficult medium overall for persons with disabilities -- including visual, hearing, speech and cognitive ones -- to use. That's the finding of a study conducted by IPG
Mediabrands Magna, and is part of a report produced with sister unit IPG Media Lab.
Native ad formats including paid branded content and influencers now represent the biggest share of digital budgets, supplanting options such as paid search, display, social and video in the media
mix.
2021 is the year of experience for Google. YouTube doesn't seem to follow the same standard (completely), according to Searchmetrics data.
Netflix accounted for the top seven of 10 most in-demand original series.
The U.S. ad market expanded nearly 25% in March vs. the same month last year. Importantly, it was the best March since SMI began indexing the U.S. marketplace, and it was up 7.2% vs. March 2019, more
than making up for any erosion in 2020.
HBO Max's gains were driven by its debuting movies in sync with theater releases. Paramount+ and Discovery+ also showed strong growth, and Disney+ scored the period's two highest-rated series.
Much of this comes via ESPN and ABC -- the latter now shares in some of the NFL programming spoils, due to the new long-term contract.
But when it comes to music, 45% of consumers overall -- and 67% of Millennials -- say they would rather pay than have ads on their streaming service.
The share of desktop video ad impressions deemed risky soared 22% during the second half of 2020, according to the latest edition of Integral Ad Science's (IAS) "Media Quality Report."
By at least one important quality measure -- so-called "viewability" -- connected TV ads are the top of the digital food chain.
In response to the VAB's letter, Nielsen said in a statement late Friday: "We have been clear and transparent with the MRC and our clients on every change in protocol we needed to make during Covid to
keep our people and panelists safe.... A single third party audit is the best approach for the industry and we will work closely with the MRC on all audit requests." VAB president/CEO Sean Cunningham
issued a statement in response on Friday, saying: "Nielsen's refusal to take any type of action, in the face of a research-backed request from its key industry stakeholders, is profoundly
disappointing and a massive disservice to a TV marketplace that has had a stellar track record for collaboration and transparency."
Amazon's total video and music video spend for TV, movies, and other content for its Prime Video and other services rose 41% in 2020 to $11 billion, according to its annual report -- a level
rivaling other digital and legacy media companies. On a profit-and-loss basis, however, Amazon is still behind the bigger players. It grew 17% to $6.8 billion (from $5.8 billion in 2019) for its video
and music content.
Only 2% of media agency executives expect their connected TV (CTV) ad budgets to decline this year, while 86% say they will increase, 19% saying it will be "dramatic." Those are among the findings of
a survey of 177 U.S. media agency execs conducted by Pixability in February.
By a margin of more than two-to-one over its next-closest competitor, U.S. media agency execs say YouTube will be the biggest beneficiary of shifts from TV ad budgets into digital media during 2021.
In the first month to reflect a year-over-year comparison with the beginning of the COVID-19-related ad recession, national ad spending expanded 22% in March vs. the same month last year.
Most marketers say they are effective in delivering a pleasing customer experience, but some suffer from lack of time and resources, Ascend2 reports.
Scott Brown, the head of Nielsen's audience measurement product, is leaving to join Experian, MediaPost has learned.
The Salesforce survey of more than 1 billion shoppers from 40 countries and 22 billion visits across nearly 2,000 ecommerce sites shows retailers' digital gains extended their growth into Q1 2021.
It may seem counterintuitive that in a year when many consumers were stuck at home due to a global pandemic, mobile device traffic grew while desktop and tablet usage declined, but that's the result
of a year-over-year analysis of traffic to more than 900 global brands representing more than 20 billion individual user sessions, compiled by Contentsquare.
Netflix's percentage of existing subscribers leaving the service was a low 2.5% for Q4 2020.
CTV has been a major beneficiary of the COVID-19 pandemic, and is now perceived as being a better media option for reaching consumers than linear TV, according to advertisers and agencies surveyed by
MTM Global for video advertising developer Tremor Video and its Unruly unit.
Older Americans 50+ are nearly four times more likely to say they feel social media ads are "untrustworthy" versus TV ads (19% vs. 5%).
Total U.S. pay TV subscriber homes dropped 7.3% in Q4 2020 -- the fifth in a series of consecutive 7% quarterly declines.
In the first large-scale study of facial expressions used to study emotions, and their relationship to video ad sharing, sadness depressed response, but disgust, along with pleasurable emotions,
increased sharing.
For all the hype surrounding the efficacy of influencer marketing, the majority of active social media users in the U.S. say they will never buy a product or service promoted by social media
influencers. That's one of the noteworthy conclusions of a survey fielded by Visual Objects in March among U.S. active social media users.
As trade tensions with China continue, a new report from GroupM's Business Intelligence unit indicates the nation currently accounts for about 5% of the revenue for the world's biggest marketers. The
analysis, conducted by GroupM Business Intelligence Global President Brian Wieser, analyzed the 40 biggest marketers not based in China. Based on the those disclosing the revenue they derive from the
nation, Wieser estimates China currently accounts for about 5% of the Big 40's revenues overall.
