Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
- Many search marketers have geared up organic and paid-search campaigns. Data from Shopkick and research firm Suzy reveals consumers' plans for buying and trick-or-treating this Halloween.
- Buyers are looking for support and reassurance throughout the purchase process as companies pivot their offerings, budget allocations, media strategies, customer experience enhancements, and the role of sales teams.
- Disney+ U.S. subscribers are estimated to grow to 52.8 million in 2024 from MoffettNathanson's projection of 35 million by the end of the year. In addition, it expects profitability of $260 million for Disney+ in 2024.
- U.S. ad spending fell 30% during Q2 2020 vs. the same quarter in 2019, but the erosion was far more pronounced for traditional media.
- The companies have released a white paper that features learnings about driving consumer attention from their own research, and argues that advertisers should advocate for industrywide infrastructure that supports linking consumer attention and outcomes, at scale."
- What you spend says so much more than what you intend. Budgetary commitment measures get to the heart of marketing strategies and the stories that underpin them. 2020 has been a year with more plot twists than an Agatha Christie novel.
- The experimental platform allows advertisers to evaluate and optimize advertisements as they run on Amazon.
- Contrary to concerns that advertising in news content will create negative associations for a brand, it actually tends to make consumers trust and like brands more, and increases the likelihood they will take actions like recommending a brand, visiting its site or considering buying its products.
- An analysis of actual ad spending trends during the second and third quarters indicates most marketers are firmly in rebound, but the biggest gains are occurring among the biggest companies. The analysis, published by Allocadia, is based on spending data from 50 of its customers, and shows that the very biggest -- companies $5 billion on greater -- saw the steepest sequential declines in the second quarter, when the pandemic hit, but also the biggest gains in the third quarter, when the ad economy began to rebound.
- WARC estimates Amazon's ad business is growing 4.5 times faster than Facebook's and 63 times faster than Alphabet's. And COVID-19 will result in an added $183 billion spent online by consumers this year.
- I've been analyzing television programming for more than 30 years. There was a time, not too long ago, when I could list every show on TV on any given night off the top of my head. Not today. This is the era of Peak TV+. In addition to broadcast television and ad-supported and premium cable, we now have several major streaming services - the first three, Netflix, Hulu, and Amazon Prime Video (which have only been producing original content for about seven years), were joined three years ago by CBS All Access (soon to be rebranded Paramount+), and over the past year by Disney+, Apple TV+, HBO Max, and Peacock. There are also numerous smaller and more niche streaming services. In this week's edition, I give my picks for the most binge-worthy shows from Must Stream TV.
- Netflix, Disney+ and Amazon Prime Video will control half the world's subscription-video on demand users by 2025, according to a new survey.
- In new research from Porter Novelli, upwards of 80% of executives believe taking a stand on social issues is a business imperative.
- Microsoft's partnership with the AI Foundation makes the tools available to organizations involved in the news process and political campaigns.
- The pro-Trump political action committee "America First Action" recently paid Facebook nearly $300,000 to spread 450 untruthful ads about Democratic presidential candidate Joe Biden, according to a new report.
- Data from GfK and WARC shows where advertisers will spend ad budgets and where consumers plan to shop.
- All ecommerce sales, and mcommerce in particular, are expected to see accelerated growth due to consumer concerns about shopping bricks-and-mortar during the COVID pandemic.
- The vast majority of Americans appear to be uneasy about data collection by online platforms, according to a new study by Consumer Reports.
- After years of double-digit percentage growth, U.S. content marketing revenues are expected to decline 6.8% due to the COVID-19 pandemic in 2020, according to PQ Media.
- "Methodology, rather than technology, is [the] root cause of TV attribution outcome differences," according to the study issued by CIMM and the 4As. TV attribution results can be all over the place, due to inconsistent data inputs, the study says.
- Pairing TV with ads on Facebook and YouTube resulted in three times more time spent with ads, twice the brand recall and a lift of 15% in purchase intent, in a study by Comcast Cable sales division Effectv and MediaScience.
- This is the largest number of new brands making Brand Keys' loyalty list in its 24-year-history.
- Do marketers really know how their target audience feels about their products, or about topics related to their brand?
- The ARF's Third Annual Privacy Study explores shifts in consumer attitudes toward digital privacy, mobile vs. PC use, and trust in experts and institutions with COVID-19-related information.
- A study of six ad-supported streamers graded YouTube TV best and Sling TV worst when it comes to political ad factors including transparency, targeting and potential for abuse.
- Environmental angst is becoming so acute among American consumers that 59% now believe it should not take a back seat to economic security.
- Day 1 of the ARF's virtual AudienceXScience Conference underscored and polished several fundamentals of the research, media, and ad businesses, especially the progress of the 2020 Census -- arguably the most complex, complete and privacy-compliant survey executed in the U.S. Results are solid, Census COO, Ron Jarmin, said despite the pandemic and various catastrophes.
- My first reaction to the data is that no one from metropolitan Detroit or the United Auto Workers was surveyed.
- My first reaction to the data is that no one from metropolitan Detroit or the United Auto Workers was surveyed.
- The rise in disinformation isn't just impacting politics and social discourse, it's having an impact on giving -- making it more important than ever for nonprofit charities to be transparent. That's a key conclusion of the just-published "Future of Giving 2020" report from Omnicom's Sparks & Honey. The report illustrate how even once bedrock recipients of giving, such as churches and religious institutions, are seeing their charitable base erode.
