Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
- In yet another roll-up of marketing trade associations, the Advertising Research Foundation this morning announced it is merging the Marketing Science Institute into the ARF.
- YouGov released its first major Gaming & Esports report, which includes general statistics and showcases newer, important segments around hardcore gamers, mobile gaming, and gaming video content, at the end of October.
- The ad industry routinely uses terms like "lift" and "ROI" (return on investment) to benchmark and measure the results of advertising, marketing and media buys, but those terms can be subjective, vary greatly among ad execs and especially from the deluge of suppliers offering to track and report them. This morning, the Advertising Research Foundation, is releasing a new guide that at least tries to organize the last issue: the ROI supply chain.
- More than two-thirds of Americans believe Facebook spies on them, according to a national survey conducted by WhistleOut. The survey, which was conducted via Pollfish, found significant spying angst for other major digital platforms, especially TikTok (53%), Google (45%), Instagram (43%), Amazon (38%) and Snapchat (35%).
- In 4 of 5 key states including Pennsylvania, Michigan, Wisconsin, and Arizona, dominant Biden advertising drove wins for those states' electoral votes, Advertising Analytics says. Those states include Pennsylvania, Michigan, Wisconsin, and Arizona.
- EASTON, CT -- Data scientists may be the new rock stars of Madison Avenue, but there's a reason they don't write copy for ads and Arun Kumar, Chief Data & Marketing Technology Officer of IPG and CEO of its Kinesso unit, proved it Tuesday when he presented recommendations for the ad industry's new language for consumer "targeting" during the day's opening keynote at i-com's Global Data Summit online.
- Google will use signals to measure how users perceive the experience of interacting with a web page, and plans to test a visual indicator highlighting pages in search results that might produce a great experience.
- Significant unintended benefits for marketers have been the adoption of "slow-walking" programs already in place, and encouragement of innovation.
- Mobile's share of video impressions declined by 8% in Q3 to 43%, leaving mobile with a two percentage-point edge over CTV. PC impressions continued to decline, dipping 20% to a 16% share.
- An increased reliance on so-called "sales lift" metrics will be the greatest beneficiary of the deprecation of third-party cookies, according to a survey of 200 ad execs conducted by Advertiser Perceptions. Other forms of research expected to play a greater roll, including ad effectiveness, media mix modeling, cross-platform multi-touch attribution models, last click attribution and location-based attribution.
- How does a legendary Southern city change long-ingrained stereotypes? The Atlanta Convention & Visitors Bureau (ACVB) met that challenge head on with a social-first campaign. The destination marketing organization sought to reshape the city's brand identity through local ambassadors, influencers and targeted social content by leaning heavily into destination assets and content themes that align with the interests of its target audience, the "creative class".
- Increasing spending and/or emphasis on the use of first-party data is the No. 1 solution brand marketers expect to take following moves by Google, Apple and others to deprecate third-party cookies, according to research released today as part of the IAB's "Brand Disruption Report."
- EASTON, CT -- Even as the advertising and media worlds grapple with diversity and inclusion surrounding race, gender and ethnicity, a new push is being made for making organizations and society more inclusive of the different ways people's brains are wired. The push was unveiled this morning during i-com's digital global data summit.
- The 2020 presidential election has barely been resolved and oddsmakers are already predicting the soon-to-be-departing incumbent is the Republican favorite for 2024. That assumes the then 78-year-old isn't behind bars, but it also means he will likely continue to be a domineering figure in American politics for some time to come.
- Lockdown has driven high demand for at-home exercise equipment and a gold mine of data for manufacturers like Mirror and Peloton, athletic clothing designers like Lululemon Athletica, and app makers like Apple and Google.
- Omnichannel strategies have become crucial, according to Analytic Partners data. Amazon Advertising generates a 20% higher return on investment relative to a brand's average marketing ROI using this type of strategy.
- Trimming double-digit-percentage ad losses to more modest single-digit declines, ViacomCBS' Q3 results were boosted by political advertising, higher subscription streaming revenue and affiliate fee gains and retransmission fees.
- In a sign that the CTV ad market is benefitting from a shift of traditional TV ad budgets as advertisers follow viewers, two leading suppliers -- The Trade Desk and Roku -- reported strong Q3 ad sales.
- Roku says Q3 video ad impressions that were "monetized" rose 90% year-over-year, according to its recent financial report -- an improvement over the 50% increase in Q2 versus the same period a year before.
- CDPs provide many benefits, and that's why almost two-thirds of companies with $50 million in revenue have them, London Research and BlueVenn say.
- Research takes a higher priority this holiday season on sites including Amazon, Bing, and Google, brand and retail websites, and review sites. Video sites also give consumers a place to research products and learn how to use them
- Conventional thinking believes the TV-focused Donald Trump -- with his seemingly always-on media messaging and tweeting profile -- would want to own a TV network/platform.
- The audience of election night news coverage of this year's election fell 20% from the 2016 presidential election, although 2020 included both out-of-home and connected TV viewers, which were not factored into Nielsen's 2016 estimates.
- Consumers will research both products and retailers, a study by Savanta finds.
- And with such unrest, 39% would pause ad spending and tweak their creative, while 4% would cancel their fourth quarter ad spending altogether.
- Combating conspiracy theories and removing dangerously misleading content has been daunting during the 2020 election period for tech firms.
- What issues will drive the results of the presidential election Tuesday? Google Trends data reveals some of the top issues collectively driving decisions.
- The President's interview on Fox News Election Day morning marks his 100th on the network, marking a symbolic milestone for an industrial complex that has been very bad for American democracy.
- As far as data visualizations go, MediaCom China just published one of the most fun -- and playful -- ones we've seen in a while. It's also a digital interactive one, because you use four digits -- your two thumbs and forefingers -- to play with it.
- The average American driver has received an average of two tickets and has 2.5 points on their license.
