The world's 100 most valuable brands represent a combined value of $3.81 trillion, making them more economically valuable than the gross domestic product of Germany, currently the world's fourth
highest ranking economy. That's the conclusion of the 2020 edition of WPP's and its Kantar division's annual "BrandZ" study, which assesses the economic value of the world's top 100 brands, which
found they increased their combined economic value 5% over 2019.
Mindshare research shows that influencers are the least trusted source of recommendations, "Campaign" reports. Top of the list are family, 'people like myself' and friends.
Research from marketing firm Izea shows the popularity of influencers means the average sponsored photograph on Instagram has risen from around GBP100 to more than GBP1,276 since 2014, the BBC
reports.
Advertising spending on mixed-reality apps will more than quintuple to $11 billion by 2024 from $2 billion this year as brands seek to reach consumers who use augmented or virtual reality technologies
on smartphones or specialized headsets, according to a forecast by Juniper Research.
More than half of consumers now use their smartphone to comparison shop, check prices and/or research product details while shopping for a product in a store. That's among the findings of a study of
how digital technology is impacting the in-store shopping experience released today by Mercator Advisory Group.
Despite the growing popularity of digital media, radio remains one of the most ubiquitous and highest reach mediums in the mix, according to the most recent installment of Nielsen's ongoing Audio
Today tracking reports. The latest edition, which drills into radio usage in medium and small markets, also provides aggregate views that remind us of the medium's overall vitality, not the least of
which is its mobility.
Almost three-quarters of antenna owners use at least one of the biggest three on-demand premium video services, and 24% actively use an antenna to get TV content on at least one TV set.
Based on a quarterly analysis of marketers' self-reported assessment of their spending on each of the major digital media platforms, all of the "Big 5" are improving, but Amazon continues to improve
more than all others. Amazon has demonstrated the best growth and stability over the past six quarters, according to a "Research Intelligencer" analysis of unique data from Wall Street equities
researcher Pivotal Research Group.
The ad industry has made strides filtering fraudulent ads out of digital media buys, according to a study commissioned by the Trustworthy Accountability Group. The study, which analyzed billions of
digital ad impressions provided by participating agencies each year since 2017, found that the average fraud rate declined to 1.41% in 2019 from 1.68% in 2018, and 1.48% in 2017.
Last year, holiday-themed emails pulled lower open rates -- but higher conversions than the year before, Yes Marketing reports.
U.S. audiences are more likely than ever to discover their favorite TV shows from an online source, including streaming platforms like Netflix.
Broadband data consumption by American households is accelerating, mainly due to the growth of streaming OTT media services, according to a new periodic benchmark report from broadband industry
analyst Openvault. According to its just-released Q3 2019 Broadband Industry Report, the amount of data used by the average broadband household grew more than 20% since its Q3 2018 estimates.
New virtual pay TV providers continue to see rising prices, with monthly packages now costing $45 to $50 per month. This is slowing the growth of the business.
That's one possible headline we might see over the next year or two as more major streaming services come online. Another could be: "Despite New Streamers, Broadcasters Gain Viewers - Network
Executives Cite Cross-Promotion as Key." Here are my thoughts on a new TV season, like no other before...
The U.S. TV ad marketplace peaked in 2018 and will never return to that level again, according to a new analysis released by eMarketer this morning. Total U.S. TV ad spending will decline 3% this
year, and while it will expand again by another 1.0% in 2020 due to incremental spending from the presidential campaigns and the Summer Olympic Games, it "will not stave off a long-term decline for ad
spending on the biggest traditional channel."
Consumers indicated mixed signals for Black Friday and Cyber Monday, and when asked which media are best at informing them and which they prefer to learn about sales day deals from, digital media such
as websites and email dominated broadcast media like TV and radio by a wide margin.
Three-quarters of consumers say they like to receive rewards such as free products, services or samples to participate in loyalty programs with brand marketers, and most of them are willing to
actively trade their personal data for it. Those are among the findings of the 2019 edition of Merkle's annual Loyalty Barometer Report.
The growth in connected TVs will support demand for locally activated over-the-top media placements amid a major shift in audience viewing habits.
In order for advertising to become appealing to high-spending advertisers over mixed-reality content, Juniper Research recommends that ad processes mirror those in the wider market.
As the streaming wars heat up with a bevy of new entries into the subscription video-on-demand marketplace, many eyes are on Walt Disney Co.'s new Disney+ service as a bellwether for consumer demand
and price elasticity. Pre-sales data from Edison Trends shows quite a range, including consumers signing up for initial one-month trial deals of $6.99 vs. those committing to paying more than the
listed deal offer price of $69.99 per year.
Location data is increasingly considered the panacea for targeting, but a new study estimates only 14% of location-based advertising on mobile uses "high-quality" signals to improve geo-targeting.
Netflix, Disney+, Apple TV+, Amazon, NBC's Peacock and AT&T's HBO Max could each spend around $5 billion on content in the U.S., according to Brian Wieser, global president, business intelligence,
GroupM.
Pivotal Research Analyst Jeff Wlodarczak estimates net losses in Q4 will amount to 1.5 million from combined cable, satellite, and telco services. In the just-completed Q3 there was a net loss of 2.1
million.
Noting that two of the category's biggest players -- Netflix and AT&T -- already are spending about $1 billion each annually to market their SVOD (subscription video-on-demand) services direct to
consumers, a new GroupM Business Intelligence report makes the case that SVOD marketing "could spend incremental billions on advertising each year."
Beauty advertising, long associated with glossy magazines like Conde Nast's 'Vogue' or heavy TV ad spending, has begun shifting quickly to other forms of media -- especially digital, according to
just-released estimates from Publicis Media's Zenith unit. TV's share of the beauty ad category, which dipped below 50% of budgets for the first time in 2016, will decline to just over a third of the
category's ad spending in 2021, according Zenith's revised Beauty Advertising Expenditures Forecast. While declining precipitously, that's still a much higher share of beauty category spending than
Zenith's estimates for TV's share of total ad spending for all categories in 2021: 27%.
Better than a prime-time soap spot? Early morning and daytime slots get a nod from researchers.
There was some interesting math in what The Trade Desk presented to investors, analysts and the press in last week's Q3 earnings release. No, not its actual earnings, which remain healthy despite
some tepid international growth, but in the dimensions it uses to describe the ad experience the average consumer is exposed to daily.
In a new report, the agency notes there has been a shift in beauty spending in recent years as magazines and television -- traditionally favored by brands-have lost audiences to the internet.
Gen Z wants to know "what real people think before making a purchase," says Kantar.
Depictions of teen girls as vapid, materialistic, mean or awkward have compelled them to seek out more empowering role models on social media.