In light of TiVo's launch today of an ad-supported streaming service, Research Intelligencer is republishing a study conducted by OpenX and The Harris Poll examining U.S. OTT consumers, including
their elasticity for various business models. The study not surprisingly found that many OTT consumers prefer SVOD services that contain no advertising, but the majority (54%) actually prefer
ad-supported models, depending on the price point of the service.
Amazon continues to expand its share of the search advertising market, taking in nearly 13 cents of every dollar spent by search marketers in the U.S. this year, according to an updated forecast
released today by eMarketer. "The U.S. search ad market overall will grow nearly 18% this year to reach $55.17 billion," eMarketer's statmasters write in the report, adding, "Google will obtain a
73.1% share, translating to $40.33 billion. But, while Google will remain the dominant player for the next several years, its share is dropping. By 2021, it will capture 70.5% of the market."
Figures from BDO and Warc show the US and UK are the two major players responsible for sending the annual spend on martech up 22% to GBP95.3bn, "Campaign" writes.
"The Telegraph" reports that Cardiff University researchers claim to have developed an AI tool that can predict which incidences of Twitter hate speech are most likely to lead to real-life terror
attacks.
With so many program choices available during this current era of "peak TV," it often takes viewers longer than ever to even become aware of a new show, much less start watching it. While this
increasingly is a big problem for ad-supported linear TV networks, the hit machine for streaming services functions very differently. In this week's edition, I analyze how viewers discover the
next-new-OTT-thing, and what that portends for its most dominant player, Netflix.
Voice search and services are increasingly becoming an important part of selecting a local retailer, says Ashwin Ramesh, CEO of Synup.
Discovery, emotional investment, and evangelism comprise 75% of the fan market and account for 91% of fans' spend, an Ipsos study finds.
That statistic sounds a little high, but the latest research from Epsilon-Conversant suggests 8 in 10 marketing decision makers are reaching the wrong type of customer because they are not using data
effectively to understand consumers, Netimperative reports.
Piper Jaffray's latest teens report is out, with teens saying they've cut their spending 4%, to the lowest levels since 2011.
Consumer concerns about their personal information falling into the wrong hands has increased dramatically over the past several years, especially in the U.S., and particularly among the youngest
Americans. That's one of the key findings of a global survey of consumers conducted by GfK as part of its "Consumer Life Insights" study. Globally, personal data concerns climbed to 12th place this
year from 13th place in 2016, the last time the study was conducted.
YouTube supposedly now has a slight edge in self-reported viewing times, though Netflix has been on top in these regular Piper Jaffray teen surveys up to now.
Ace Metrix recently developed scores that gauge consumers' cultural perception of ads, indicating both positive and negative reflections of a brand.
While economics continues to be what people are most worried about, climate change has soared as a top concern of consumers in the U.S. and worldwide, according to the latest findings of the Consumer
Live Insights study being released by GfK today. The 2019 edition shows climate change's ranking moving to fifth place in the U.S. and sixth place globally -- up from ninth and 12th, respectively in
GfK's last study in 2016.
Agencies believe traditional media works better to spread the word and make consumers think about a brand. Digital media is better for campaigns requiring immediate action, according to research
scheduled for release Tuesday from Borrell Associates.
While live-plus-same day and/or live-plus-seven days of time-shifted viewing are the coin of network TV's advertising realm, Nielsen has published an analysis making the case for much longer windows
of playback viewing -- upwards of 35 days.
While ad executives perceive that the equity of well-established brands is eroding fast, they seem mixed about what the best possible solutions are for turning that around. The No. 1 option cited by
both advertiser and agency executives interviewed by Advertiser Perceptions in September for "Research Intelligencer" is to reposition the core proposition of legacy brands to "be more contemporary."
Seventy-eight percent of ad execs cited that option and 39% ranked it No. 1, while 22% ranked it No. 2.
Publicis Media's Zenith unit has revised its global ad growth estimates for 2019 and 2020 downward for the second consecutive quarter. In its October 2019 outlook released today, Zenith took 2019's
growth down to 4.4% from 4.6% in July and 4.7% in March.
Even as the nation's largest consumer brand marketers meet for their annual conference this week, a new report from MediaPost's "Research Intelligencer" finds the role of brand equity is eroding. The
report -- based on interviews of advertiser and agency executives and conducted by Advertiser Perceptions in September -- found that more than a third (35%) believe the role of brand equity is
becoming less valuable, while only about a quarter (26%) believe it is growing in importance.
Following earnings reports that major consumer goods marketers' earnings have been suffering due to the erosion of their brand equity with consumers -- especially among Millennials -- "Research
Intelligencer" asked Advertiser Perceptions to conduct a series of interviews with advertisers and agencies to benchmark their perceptions, the causes for them, and potential solutions for dealing
with the problem.
The Twitter tipping point occurred when actors Lin-Manuel ("Lin the Man-uel") Miranda and Ben ("Jean Ralphio") Schwartz engaged in an exchange over their nicknames.
To enhance authenticity, Tech Drive was shot live, in a real car, on real streets, with threats as close as they would be in real life.
Technological changes remain among the most difficult for creative groups to adapt to, according to a survey of 400 advertising and marketing managers conducted by professional recruiting firm The
Creative Group. Nearly half (46%) said it is either "challenging" or "very challenging" for them to adapt to new technology.
"Viewable" ads generate appreciably higher "conversions" than non-viewable ones. That's the not-so-startling finding of a collaborative study released this week by GroupM Scandinavia and Integral Ad
Science (IAS).
For food and drink brands injected into entertainment, scenes that trigger sadness are most effective at raising a brand's value.
A Deloitte study says younger TV viewers actually have a higher tolerance for advertising -- especially in streaming services.
The brand searched for a new way to celebrate Canadians' commitment to sharing and found it in the sport's unlikeliest team: the Ice Lions - Kenya's only hockey team.
What's more, the data helped predict where the highest demand would be so it could give the first taste of Asteroids to its biggest fans.
To promote Season 2 and integrate "The Last O.G." into the broader cultural conversation, TBS conceived of The Bigger Picture Instagram Live after show.
"Roll The Dice" showcased MGM's hottest Vegas entertainment at its properties as unsuspecting Sin City visitors answered trivia for huge prizes and a chance for an only-at-MGM experience.
It spread heavenly love across all of its social channels with thoughtful community management and a custom Daniel Radcliffe angel emoji on Twitter, where it saw over 20,000 mentions across its
campaign.