Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
- Directly influencing friends and family is still the No. 1 way most consumers respond to positive or negative brand experiences, a just-published survey by customer experience management platform Iterable finds.
- Moore has joined a task force to help the government determine how it can use data on U.S. citizens to train and support AI models, helping the U.S. better compete with China and Russia.
- Remote work has put a major strain on technologies connecting employees to information, knowledge, and one another during the pandemic, with a greater impact on companies' top- and bottom line.
- Concurrently MWG announced the launch of the agency's "Truth Engine," a proprietary tool that provides access across the network to the insights identified by Truth Central, since its inception ten years ago.
- AVOD platforms in the first quarter of 2021 hit $1.26 billion -- up nearly 70% from the same quarter a year ago.
- As a category, fintech apps grew 110% in the U.S. over the past year, and one in three Americans now use P2P payment apps.
- SurveyMonkey has rebranded as Momentive, reflecting the expansion of its product line. Parent corporation SVMK Inc. will adopt the name Momentive Global Inc.
- Google is the world's most meaningful brand, according to findings of the 2021 edition of Havas' "Meaningful Brands" report, a once-every-other-year study measuring what a global panel of consumers deem to be the most meaningful attributes of the world's biggest brands, and ranking them accordingly. The top 10 list for 2021 shows brands that mostly have some technological or media utility for consumers, including PayPal, WhatsApp, YouTube, Samsung, and Microsoft, followed by retailer Walmart, confectioner Cadbury, financial services marketer Visa and furniture retailer Ikea.
- The company is starting a "Pricing Intelligence Suite" showing comparison of advertising CPMs for linear and digital media.
- Marketers test and optimize websites and content served by Google and Microsoft search engines only to find that consumers add items to their carts they may never intend to buy. Here's why.
- A wide-ranging consumer survey looking at top 20 premium streamers and smaller providers showed a 2.6% dip to a 74 customer-satisfaction index.
- Not surprisingly, time spent with media on connected TV devices, connected gaming consoles and smartphones will continue to increase, with OTT streaming services driving most of the connected-device gains.
- These are the best of times for TV viewers, but it might be the worst of times for broadcast TV - although it doesn't have to be. I haven't seen most of the new broadcast prime-time pilots yet, but I can confidently predict that most of them, at least those that aren't spin-offs of current hits, will flop. In this week's edition, I explain why and also what can be done to avoid it.
- In a June webinar exploring what metrics should be used as media trading currency, Lumens Research Managing Director Mike Follett discussed how advertising works based on Lumen's proprietary eye-tracking studies
- The index ranks national brands according to their environmental, social and governance impact and was developed in partnership with consumer research firm Swayable.
- Leichtman Research says 82% of U.S. TV households have at least one internet-connected TV device.
- TV's lower ad prices and higher available inventory enabled digital-first advertisers not only to test TV but to test some of primetime's most popular shows. Learn how testing and changing up your media plan can capture revenue growth, greater efficiency and data points while also establishing a consistent form of measurement with OTT.
- Every marketing success probably was preceded by a line of valuable failures, but we rarely share that full path to the big win. But failing fast, learning faster is itself a necessary marketing skill. Hedy Payghambari, director of marketing and media at Papa Murphy's, shares her teachable moments and the tools and tactics she leveraged to maximize return on investment on digital channels.
- More than a "campaign," Pancheros' recent brand push put digital and data at the center. But how do you reorganize diverse franchisees around social-first local tactics, and relaunch an app so that it nearly doubles participation? The QSR brand's marketing team leveraged data to unlock the power of fanatical customers in a digital-first brand makeover.
- In an effort to understand the actual net cost tradeoff for Americans shifting to streaming services vs. cable TV subscriptions, Versus Reviews conducted a nationwide survey asking streaming service subscribers in each state to estimate the difference between their monthly streaming service and cable TV bills, and then published them as state averages. That it found, was quite a range -- from a monthly loss of $26.42 for households in West Virginia to a monthly saving of $4.60 to households in New York State.
- The Global Video Measurement Alliance compares panel-based Tubular social video stats with Nielsen linear stats to argue for the former's importance as a complement to the latter in media buys.
- In a closely watched case, the Supreme Court Thursday voted 6-3 to narrow the scope of a 1980s-era anti-hacking law.
- Despite the fact that more than 87% of industry executives say they have been vaccinated against the COVID-19 virus, they believe their organizations are more reluctant to allow business travel than they felt three months ago. That's the net of a Research Intelligencer analysis of executive travel surveys the Association of National Advertisers conducted among its members and non-members in February and May. The May study found a three percentage point increase among respondents who weren't sure when their organizations would allow business travel again, and a seven percentage point increase among those saying it would be deferred until 2022.
- In a blatant endorsement of a media supplier, Magna has released a report conducted with Spotify indicating the COVID-19 pandemic contributed to "screen fatigue" that shifted American media consumption toward audio content, especially digital.
- The survey is designed to assess progress on the diversity front -- which the WFA concludes hasn't been much -- by analyzing workforce composition across the industry.
- Ad spending will rise by 4.1% in Q2, American Express and The Centre for Business and Economic Research report.
- To ensure accurate portrayals of women and girls, the Ford Motor Company team followed insights provided by the ANA's #SeeHer movement. The result was a campaign created by and for Black women, affirming the automotive brand's commitment to supporting the advancement of positive representations of them in media and advertising, both in front of and behind the cameras.
- SimpliSafe, the category-defining brand of DIY home security, has already succeeded in reaching beyond the digitally savvy base and into general awareness. Company CCO, Don LeBlanc, shares lessons learned as he brings his data-driven marketing culture into awareness campaigns that build brand even as they drive sales.
- Study found the pandemic accelerated the use of AR, and more than 75% of consumers believe it will become a key technology.
- In another sign that American media consumption is returning to more normalized patterns, the rate of broadband data consumption for the average American household appears to have returned to its recent trend line, according to a MediaPost analysis of data from OpenVault.
