"To be sure, $10 billion can go a long way," GroupM Business Intelligence chief Brian Wieser quips, noting: "It took Facebook almost ten years, through 2013 to spend that much in operating
expenditures."
The pilot will test various approaches to the use of Virtual ID (VID) for television, with the goal of identifying the most accurate model for ad-campaign reach and frequency metrics.
The all-stock transaction, valued at around $4 billion, will help Zendesk hit sales of $3.5 billion in 2024, it says.
Twenty years of research advancements have helped elevate AI from a promising idea to an indispensable tool. Now Google says the technology is poised to help humanity confront some of the toughest
challenges ever faced, from persistent problems like illness and inequality to emerging threats like climate change. And do multiple tasks simultaneously.
Some 65% of executives citie the function in their list of top five needs.
If you've been curious about whether to hold back ad spend due to the most recent surge, you likely shouldn't.
The pandemic and protests against racism after
the murder of George Floyd led many brands to change the tone of their advertising to express greater empathy. Phrases like “in these troubled times” were more prevalent in commercials as
companies highlighted their good works and efforts to give back to society. While many consumers appreciate the messaging, they tend to be doubtful about corporate expressions of empathy
— or the ability to understand and feel what others are feeling. Some 92% of U.S. consumers said they want to see brands practice empathy, but 66% expressed skepticism or disbelief when
brands do so, according to a report titled
“Is Empathy Dead in America?” by Method
Communications. The PR-marketing firm commissioned a survey of a representative group of people ages 16 to 76. Authenticity is important, with more than half of consumers (55%) saying they are
more likely to buy from a brand that shows empathy and is “human.” However, 47% said they don’t trust these expressions of empathy — they view them as a money-making
strategy. Americans are conflicted about the role of technology companies in promoting empathy. While 51% said tech brands have a greater responsibility to society than other industries, given
their money and influence, only 30% said the companies should spearhead efforts to promote empathy because of their role as thought leaders. Almost half (43%) of consumers said they blamed
social-media platforms for declining empathy in society, according to the report.
The MRC Wednesday disclosed new milestones in the evolution of ad and media measurement standards, including the role of algorithms and the status of outcome measurement.
While more attention leads to increased recall, shorter ads were more attention-efficient and did more work in a shorter period of time. Dentsu's "Attention Economy" research program is focused on
measuring the true value of attention across channels, platforms, and formats, to reroute the way the ad industry judges an ad's real success.
Estimates are that U.S. broadband-only homes will rise 42% to 54 million in five years from its current level of 38 million.
Such viewers are more likely to buy from brands that advertise in such programming.
Business and marketing leaders are at a tipping point in terms of customer experience and engagement, says Deloitte's Barbara Venneman.
Some 64% of 18- to-44-year-olds in TV homes have a pay TV service, while nearly 80% of older TV households with 45+ do.
Apple changed its software to give customers more control over the data they share with apps, driving up CPMs.
Republican lawmakers are asking the companies for internal research related to their products' effect on the mental health of children and teens.
Consumers have mixed attitudes about
online advertising, with many people expressing concerns about privacy. More than two-thirds (69%) of people worldwide said they’re happy to see advertising if they get access to free news
content,
according to a survey by browser developer Opera and Eyeo, which makes Adblock Plus software. Though many consumers see value in online
advertising, 48% of survey respondents said they were annoyed by retargeting that makes them feel as if they’re being followed around the internet. Eyeo and Opera surveyed more than 2,500
global internet users about their attitudes toward the browsing experience. Online audience tracking is expected to become more difficult as technology companies give consumers more tools to
protect their privacy. Apple in 2020 blocked third-party cookies in its Safari web browser, while Google has delayed plans to end support for the tracking technology until 2023. Consumers also
are ambivalent about ad cookies, with 39% saying they find constant advertising cookie consent requests irritating, while 35% said they recognize the role of cookies in the browsing experience and are
happy to accept them.
There have been only two instances, more than 20 years apart, when Nielsen was forced to completely overhaul how it reported television audiences - in 1987, when the switch was made from the
antiquated household meter/diary system to national people meters, and in 2009, when DVRs and time-shifted viewing led to the switch from program ratings to average commercial minute ratings (C3).
How those two fundamental changes were implemented shows how much the industry's priorities have changed over time - or really how the speed of change in the access to video content and in consumer
behavior has caused good research to take a back seat to rushing new products to market.
The Statista survey for Magnite also finds CTV viewers to mirror U.S. population demographics, versus traditional TV viewers skewing to 55-plus, white demographics.
A report is linking some huge brands to Cambodia’s disappearing forest. The biggest offenders over the past three years, based on data gleaned from the Open Apparel Registry,
included Bestseller, C&A, Gap, H&M, Levi Strauss, Next, Ralph Lauren and Sainsbury’s-owned Tu.
It wasn't a good day for companies that rely on ad revenue. The technology industry lost billions this morning -- especially those focused more heavily on advertising.
Amazon has emerged as the third-biggest digital advertising platform in the United States.
For long-term business model stability, addressing invasiveness concerns is as or more important than tackling annoying ad repetitiveness.
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.
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.