Only 15.2% of international marketers expect to return to regular office workdays following the COVID-19 pandemic, according to findings of a survey fielded last month by The Internationalist
magazine. The vast majority (95.6%) said they plan to work more remotely in the future, and (69.5%) said their main offices would become periodic meeting places.
More than a quarter (27%) of car shoppers said no auto brands stood out as having responded well to the COVID-19 crisis.
Changes to how Apple handles the IDFA have brands talking. Every app publisher must now ask users to enable IDFA sharing via an ominous prompt that warns of tracking "across apps and websites owned by
other companies" and offers the choice to either "Allow Tracking" or "Ask App Not to Track."
The pandemic gods giveth, and they taketh away. That seems to be what has happened to TV viewing levels in recent weeks, according a UBS analysis of Nielsen trend data. Household and persons using TV
levels spiked at the height of stay-at-home restrictions beginning in early March, but began stabilizing in May and are now trending below the pre-COVID-19 levels, raising questions for both TV and
society-at-large.
Political ad spending is proving to be a boom for broadcasters, taking an 80% share of campaign spending to date, according to an update released by Advertising Analytics. Republicans have
concentrated their cable TV spending on one network -- Fox News -- which has taken nearly half (47%) of all Republican cable TV ad dollars to date.
Connected TV consumers are widely on-board with accepting advertising to get more content without spending more money, and most are positive about their advertising experiences, finds an in-depth
survey conducted for SpotX.
Global research in 60 markets finds 60% of consumers don't expect to re-engage with the world for at least another month.
A significant number of Americans who have heard about campaigns by brand marketers to boycott various media say they are aware it targeting Facebook and Instagram, according to findings of studies
fielded by Horizon Media. The studies, which Horizon began conducting periodically at the end of June, when a grassroots #StopHateForProfit campaign was launched. To date, more than 400 major brand
marketers have paused advertising on the social networks to put pressure on their lax control of people spreading hate and disinformation.
Research, isights and analytics continue to be a vital function inside most media companies -- both big and small -- but the key performance indicators (KPI) used to evaluate the return on research
investment varies considerably by the size of the organization. It also differs significantly from the value of research KPIs used by marketers, agencies and research companies too, according to the
fourth in a series of "Organizational Benchmark" studies conducted by the Advertising Research Foundation.
Improper site IDs and outdated operating systems are among suspicious signals that should be monitored to control CTV ad fraud, according to an extensive analysis conducted by Sabio's CTV platform.
Nearly a month into a grassroots campaign encouraging brand marketers to boycott social media platforms -- especially Facebook -- that enable hate and disinformation to spread, awareness and support
among American consumers has grown considerably. That's the finding of a series of consumer tracking studies fielded by Horizon Media since the #StopHateForProfit campaign began in late June.
Josh Chasin has joined an elite group in earning one of the industry's highest honors -- the ARF's 2020 "Erwin Ephron Demystification Award," whose previous recipients include Leslie Wood, Jim
Spaeth, Dave Poltrack, Irwin Gotlieb, Bill Harvey, and Chasin's former Comscore boss, Gian Fulgoni.
Job security anxiety continues, with 30% of currently employed U.S. consumers fearful they will lose their job.
A story ("Gartner CMO Spend Survey Shows How Digital Budgets Will Increase In 2021") in the July 6, 2020 edition of "Search & Performance Marketing Daily" stated that digital advertising
business-to-consumer (B2C) marketing budgets are expected to grow by 78% in aggregate in 2021, according to Gartner's 2020-2021 CMO Spend Survey. The Gartner research stat is specific to the number of
CMOs who expect digital advertising to increase, not how much digital advertising will increase.
Six substantive waves of multinational consumer research studies into the COVID-19 pandemic, Kantar has defined a new consumer segmentation schema based on how the crisis has transformed consumer
psyches and behaviors. Ranging from the biggest segment ("Good Citizens," representing 22% of the population) to the smallest ("Ostriches" and "Hibernators," 12% each), the latest edition of Kantar's
COVID-19 Barometer clusters them based on their propensity to be informed, worried, follow the rules or trust what their governments are doing to combat the pandemic.
While the role of advertising agencies remains in question for various forms of advertising and media, content marketing appears to be heading favorably in the direction of conventional ad agencies,
including media services shops. At least that was the finding of a survey conducted by the Association of National Advertisers in 2019, prior to the impact of the COVID-19 pandemic.
GlobalWebIndex this morning unveiled a new "mobile-first" panel enabling it to survey enhanced demographics such as gender identity and sexual orientation for the LGBTQ segment of the U.S. population,
among other things, as part of an ongoing effort to expand the representation of cultural identity, race and ethnicity in its massive consumer database.
Although most ad execs expect their budgets to decline for the foreseeable future due to COVID-19, the rate of ad budget erosion appears to be moderating, according to findings of the latest edition
of Advertiser Perceptions' special COVID-19 tracking studies.
In what could be an anathema for the 2020-21 upfront and other long-term media-buying decisions, U.S. ad execs say the average lead time for their media plans has been cut nearly in half since the
COVID-19 pandemic hit. The average amount of time for U.S. media plans has fallen to just 2.3 months post-pandemic vs. 4.2 months pre-pandemic, according to the most recent wave of tracking surveys
conducted among advertisers and agency executives by Advertiser Perceptions.
In a recent study, 29% of consumers said they are more likely to purchase via ads if the ads are personalized, and about 31% said they are more loyal to brands that provide a personalized experience.
The study cites Kohl's, Target, Walmart, Disney, Nintendo, Spotify, YouTube, Ford, Jeep, Subaru, Toyota, Dunkin' and McDonald's as some of the brands that are correctly personalizing messages.
Microsoft is spinning off its AI-based chatbot technology, Xiaoice, into a stand-alone company after nurturing it for about six years.
Traditional and new pay TV companies have seen average ad revenues per user tick up slightly through first-half 2020 with the hope that future advanced advertising can show stronger gains.
It's been a while since I've heard the old Wanamaker chestnut "half the money I spend on advertising is wasted; the trouble is I don't know which half." And if a new initiative backed by the ARF works
out, it's possible nobody will ever repeat it again.
Adience is designed to operate in a B2B research environment disrupted by the rise of DIY, Wells says.
The Advertising Research Foundation has named long-time industry media researcher Josh Chasin the 2020 recipient of its Erwin Ephron Demystification Award, an annual awards presentation paying tribute
to legendary industry researcher and media strategist Erwin Ephron (the "father of recency" planning).
Young adults 18-29 are much more interested in protest vs. election-related news and are keenly interested in the COVID-19 pandemic, a Pew Research Center study finds, with 75% "very or fairly
closely" following that news.
As part of an effort to "revolutionize" the role of procurement in the marketing process at major multinational marketers, the World Federation of Advertisers as embarked in an ongoing initiative
code-named "Project Spring." Today, the WFA released new research from its members indicating that while marketing procurement remains vital, it is handled in different ways internally in
organizations, including the kind of performance metrics and corporate targets their companies use as the basis for rationalizing marketing procurement.
New research conducted by IPG Mediabrands Magna and IPG Media Lab units with Twitter finds that mixing video advertising formats yields better results, contradicting the belief of some marketers that
they should concentrate their entire video ad budget behind a single format.
A majority (59%) of ad industry professionals say they are not comfortable about the idea of returning to their offices in "the coming weeks or months," according to findings of a survey of 107
industry executives conducted over a two-week period by audio post-production facility Sound Lounge.
The vast majority of employees working from home concede they are engaging in non-work-related activities and 72% of them blame their cell phones for distracting them. Remarkably, 80% of the
respondents said their activities -- ranging from sleeping on the job, watching porn and even having sex -- would get them fired if they were back in the office.