Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
- With the last two major SVOD launches in the game as of Q4 2020, the U.S. market-share impacts of growing competition on Netflix and #2 Hulu are clear. But Netflix still has a not-so-secret weapon: extraordinary customer loyalty.
- President Joe Biden's televised address to the joint session of Congress Wednesday night was viewed by 26.9 million people, making it the lowest-rated presidential address in modern history, according to data released today by Nielsen.
- BrightEdge, Microsoft and others have seen a renewed focus across healthcare customers using a combination of business insights and search intelligence to better understand the market and their customers.
- It's hard to imagine, but search is becoming even more important, as seen by the way intent for search-related terms has soared in recent months. Simply put, nearly every buyer journey -- whether it happens in the B2B, DTC or B2C space -- starts with search.
- Birdeye analyzed data from more than 60,000 businesses to understand the pandemic's impact on reviews related to retail, automotive, healthcare and beauty and wellness. Google, rather than Facebook or Yelp, had a greater impact due to reviews.
- Marketers targeting ads locally have a new type of reference tool. Yelp and Zillow announced a partnership Wednesday naming the top U.S. metro areas for digital nomads, as the prospect of permanent work-from-home agreements becomes more likely.
- By one important measure -- the premium advertisers pay to buy short-term scatter advertising vs. what they paid in the upfront -- demand for network advertising inventory appears to have rebounded.
- Global streaming ad impressions rose 13%. Viewing time jumped 36%, with triple-digit international growth outpacing North America's +18%.
- Alphabet, the parent company of Google, reported first-quarter earnings that exceeded analysts' estimates. The boost came from a pick-up in advertising.
- The most recently founded company on the list is Clubhouse, created in spring 2020, which features an invitation-only social media app.
- Nasard and the Kantar board mutually concluded that the role was not the good "long-term fit" that both sides anticipated.
- Professionally produced ads were found to be more effective in driving travel-related actions than UGC in a survey from SSP Magnite.
- In what may well be described as vaxxographics, media and marketing research giant GfK has segmented American consumers based on whether they have been vaccinated or not vaccinated for COVID-19, and it has found significantly different expectations about their wants and desires.
- While ABC's "93rd Academy Awards" witnessed a slight lift overall in national ad revenues to $155.9 million, according to one estimate, Nielsen-measured viewership for the event turned sharply lower -- down a big 58%.
- What would it mean to your media mix model if you bought people instead of channels? Building out your media campaign with smart data and custom modeling instead of working from the top down. Cadillac is doing just that with their current audience first approach.
- As a QSR brand, White Castle was at the forefront of using social media to promote their restaurants, but they didn't stop there. The family owned company also extended its social prowess to their CPG side of business. So when COVID hit, White Castle was well positioned to ride out the storm. Selecting influencers, creative concepts, personas, PR- - its marketing team flipped the traditional media mix to elevate and leverage their message well beyond social.
- How does a new CPG business stand out in the already saturated snack bar market? As building a brand within the grocery industry can prove challenging and expensive, Jimmy Bars' co-founder, Jim Simon, tells us it's vital to not only differentiate oneself but be creative as well.
- From March 15-April 18 of this year, average broadcast viewership had a steep 20% drop, with cable sinking 26%.
- In this week's edition I offer some wide-ranging thoughts to set the stage for this year's marketplace.
- After receding nearly 11% in 2020, so-called fast-moving consumer goods such as food and drink brands are poised to increase their ad spending over the next few years, albeit not so fast.
- The good news is that coming out of a global pandemic, demand for many goods and services is expanding. The bad news is that inflation may be too, including for the cost of advertising goods and services.
- Media buyers surveyed by IAB at the end of Q1 now say digital video, including CTV/OTT, will take a 20% share of total media budget this year -- up from 13% in IAB's November 2020 survey. Linear TV's average share of total is now 18%, versus 15% in November.
- Millennials are often characterized as digital-first media consumers by Madison Avenue, but the just-released Spring 2021 edition of Harvard's annual Youth Poll finds that when it comes to accessing news, local TV newscasts have the greatest reach. A third (33%) of the 18- to 29-year-olds responding to the survey, fielded in March, said they get their news or current events content from local TV stations, putting the linear TV medium ahead of Facebook (30%) and all other digital and/or analog media platforms.
- Persons with visual, hearing, speech and/or cognitive disabilities are active consumers of media, but they also have special needs, frequently utilize assistive tools to compensate, and often have a difficult time with some of the most mainstream media, especially social media.
- 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.
