Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
- With 87% of the nation's biggest advertisers now vaccinated against the COVID-19 virus, the ad industry's travel plans have improved dramatically from just three months ago, according to a new study of executive travel fielded in May by the Association of National Advertisers.
- In an unusual collaboration between a big media-buying agency and a supplier of digital video ad inventory, Havas Media Group this morning announced it is working with video ad network operator Teads to develop research to help publishers boost their ad prices by increasing consumer attention to the ads they serve.
- Microsoft today reported yet another large-scale email system hack. This attack comes on the heels of several other breaches including SolarWinds, Ubiquiti, and the Colonial Pipeline.
- Most apps include advertising, but nearly as many also sell subscriptions -- and many add product placement and sponsorships, as well.
- Seventy-six percent of Yahoo users say their mental health has been impacted in the past year, a Verizon Media Study finds. "We're creating a space where it's okay to not be okay," said Guru Gowrappan, CEO, Verizon Media.
- It's been a while since I've written something truly upside down. So today, as we head into the first unofficial weekend of summer, I'd like to write about something downside up.
- With a Net Promoter score of 92, the Tecovas brand clearly captured the hearts and minds of boot fans. CMO Rich Lesperance explores how the company thinks beyond the bottom line and invested in the delight metric, both online and in store.
- When Wakefern Food Corp. set out to redefine their Own Brands, they went to their consumer - and let insights drive every step of the process. From brand positioning to packaging design to brand activation, Wakefern treated the launch of Paperbird with the same respect as a best in class CPG brand. Laura Kind, VP of Brand Strategy, shares how her team translated the consumer emotion around messes into highly relatable Paperbird brand work.
- The path to customer loyalty will be mobilized, but cracking consumers' limited app awareness and reuse takes a multi-pronged approach. Fazoli's chief marketing officer, Jodi Conrad, explains how the QSR brand used aggressive acquisition tactics, streamlined interface, 360-degree promotion, and data-driven segmentation to grab home screen mindshare. The results not only grew the topline loyalists number but also bottom line participation and revenue.
- Cadillac skews more heavy to multicultural buyers than other brands, so a lot of its overall marketing plan has that emphasis. The brand's partnership with Regina King, Diddy and Spike Lee give a clear indication of how important it is for the brand to connect authentically with multicultural customers. Not everyone can hire a-list stars and give Diddy a car but there are key takeaways that Alexis Kerr, head of multicultural marketing at Cadillac, shares to help other brands activate on a smaller scale.
- The ad industry's push to cultivate a more diverse and inclusive supply chain appears to be working, according to findings of the Association of National Advertisers' just-published "The Growth of Supplier Diversity" report, which found the vast majority (69%) of ANA members surveyed now have a concrete supplier diversity strategy. While nearly a third (31%) still do not, they appear to be a shrinking minority, as the report also projects the industry plans to accelerate its push for a more diverse supply chain, including agencies, media vendors, as well as support services such as production, research, consulting and auditing.
- When it comes to "diversity" spending by the nation's biggest advertisers, Black-owned suppliers are definitely still a minority, according to findings of a just-released study by the Association of National Advertisers.
- There's a fascinating new study from the Knight Foundation indicating that the brand of a news outlet plays an "outsized role" in the confirmation bias of its readers.
- For insiders at media agencies, networks, and advertisers (as well as tv analysts like me), the upfront season has placed thoughts of September squarely into May and June. In this week's edition, I raise -- and hopefully answer -- the fundamental question: Do the upfronts still matter?
- Following a series of unusually aggressive actions by what would be expected to be a partner trade association, Kym Frank has resigned as president of Geopath, the advertising and media industry's only media measurement organization jointly overseen by advertisers, agencies and media suppliers.
- Digital video out-of-home (VOOH) ads have advertising cost per thousand (CPM) ranges that are competitive with prime-time broadcast TV, and better than digital options like mobile and desktop video advertising. That's one of the data points that can be found in the Out-of-Home Advertising Association of America's (OAAA) just-released "Digital Video Out-of-Home Buyers Guide." "Pricing is always a consideration throughout the entire VOOH plan-buy cycle, and may dictate the targeting approach, publisher, and venue types, but ultimately will impact the ROI return on investment analysis," the guide reads, adding, "VOOH is typically purchased based upon the cost per thousand (CPM)."
- Given the potential conflict between trust and profit, is trusting a corporation a lost cause?
- Readers in the younger age groups will subscribe to newsletters if they trust the publisher and find the content meaningful, Jeeng reports.
- The U.S. -- the world's largest AVOD market by ad revenues as of 2019 -- is on track to exceed $31 billion by 2026, accounting for 47% of the $66 billion global total.
- The remit includes creative, media, PR, branding and other services. The client spent $190 million last year on measured media, according to COMvergence.
- After reaching an all-time high of 77% when it released its last global study in 2019, the percentage of brands consumers say they can live without has declined to 75%, according to the 2021 edition of Havas' every-other-year "Meaningful Brands" study.
- In a major push to equate video ads in digital out-of-home venues with linear TV, OTT and streaming, the OAAA today is releasing its first "Buyer's Guide" devoted to video advertising.
- The sheltering-at-home lifestyle saw consumers watching more video than ever before, including expanding their viewing habits to new platforms like TikTok. Direct-to-consumer contact lens brand, Hubble Contacts, decided they didn't want to be beholding to just FaceBook and took advantage of the new trend. Hubble's Senior Marketing & Creative Director, Dan Rosen, shares how he tested the short-form mobile video platform and discovered a new audience, success and scale.
- The importance of cultural connection points in advertising still holds true to build upon the equity in any established consumer relationship. Lexus 0to60 was created to illustrate how "performance" could create greater affinity within the Black consumer mindset for the Lexus brand.
- Bud Light's Director of Sports Marketing talks esports opportunities for brands, Bud Light's own strategic approach and how (and how not) to suit up for the virtual game.
- While most hospitality organizations were trying to connect with consumers at the front desk, the folks at Red Roof Inn set their sights on more strategic voice opportunities. Kevin Scholl, Red Roof's Director of Digital Marketing, discusses leveraging voice technology, SEO optimization and why they're proud to be the only hospitality brand to engage with consumers in their homes and cars via Alexa.
- Yelp SVP/head of national sales Tom Foran has more than 20 years of experience in digital media and continues to identify changes in business based on company-aggregated data. And he has been pretty accurate.
- The "Publisher Trust Index" uses algorithms to measure metrics, including brand safety, invalid traffic (IVT, or ad fraud), programmatic reach and viewability.
- After plummeting at nearly twice the rate of the overall advertising marketplace in 2020, alcohol ad spending is forecast to marginally outpace overall advertising growth this year, according to a just-released category forecast from Publicis Media's Zenith unit.
- It's time Madison Avenue developed a new set of KPIs -- public safety ones -- measuring the direct and indirect role of ad spending on society, the physical health of people and the planet we live on.
