Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
- Mobile marketing platform AppsFlyer this week named Andreas Naumann its -- and likely the ad industry's -- first anti-fraud evangelist. In this Q&A, he explains why mobile has become the biggest vector for fraud and why the ad industry has taken its eyes off the ball.
- Almost all U.S. consumers said they've heard of Netflix, but fewer feel confident they can explain the service to someone else.
- Almost half of consumers said they have tried to scan a QR code they saw on TV.
- "My feeling is it's a blip and we'll see that stabilize in the next wave," predicts Advertiser Perceptions' Sarah Bolton, who has been tracking ad exec concerns about trust in advertising and misinformation.
- Netflix will reach 10 million ad-supported subscribers globally by the end of this year, with about 30% in the U.S./Canada, according to MoffettNathanson Research. Previously, the research company estimated a total of 24 million global ad-supported subscribers.
- A new survey shows Peacock and Apple TV+ rank low in subscriber perceptions of how "essential" various premium streamers are, while monthly consumer spend on SVODs has plateaued.
- Only 16% of viewers of online video stick with content that is longer than an hour.
- Of all the award shows on television, the Academy Awards is the most boring. It shouldn't be and doesn't have to be. But there has been little (or no) effort to make the broadcast more viewer-friendly. And it would be so easy to do. In this week's edition, I provide a script for how to fix the Oscars telecast and make it more viewer -- and advertiser -- friendly, too.
- Google's Universal Speech Model is a critical first step toward creating AI that can understand and translate 1,000 languages. Earlier this week, Google shared details of its AI universal speech model designed to understand hundreds of spoken languages.
- Nine out of the top 15 shows most popular with people ages 15 to 24 contained tobacco imagery.
- Adobe and The Weather Company this week released the 2023 Digital Economy Index, which found rain, wind, and snow drive more than $12.4 billion in annual online spending.
- Nearly all consumers recognize the big streamer brands, but relatively few would know how to explain individual streamers' brand propositions, finds Hub survey.
- The presence of women in domestic or family settings in ads increased to 66% in 2022, compared to just 32% in 2021.
- Economic uncertainty has made investment flexibility and ROI bigger priorities than ever, confirms an Advertiser Perceptions buyer survey.
- Almost all B2B marketers feel that the ability to forecast pipeline outcomes is critical to their success, but only 29% can fully predict pipeline contributions, according to a report by Revsure and Ascend2.
- Gaming captures less than 5% of advertiser budgets, but gaming makes up a bigger part of people's media time.
- There are several top-notch original streaming series featuring spies, whether they be current or former CIA operatives, British MI-5 agents, or members of other international organizations. Some are action-packed from start to finish, while others are more deliberately paced. In this week's edition I review six that are among the most binge-worthy. There are some spoilers ahead, but I tried not to give away too much.
- While measurement still needs work, gaming ads are no longer too costly, brand-risky, unscalable or limited in full-funnel effectiveness, according to an IAB report.
- Streaming-device maker Roku expanded its share of voice for CTV ad sales to 50% in the second half of 2022.
- As Fox Advertising Sales' first EVP, chief ad research and analytics officer, Mazumdar will oversee sports, entertainment, news and streaming areas for Fox and bild data- and audience-based sales strategy which will "holistically link the platforms, while maintaining each platform's unique brand." Mazumdar will report to Marianne Gambelli, ad sales president of Fox Corp.
- Marketers are learning what incentives and formats appeal to consumers, and how to use data and emerging tech to deliver personalized, interactive experiences.
- But retailers and brands are seeking to strengthen relationships with viewers by livestreaming on their own websites.
- HubSpot is launching two OpenAI-powered tools today to help marketing, sales and customer service professionals "work smarter, not harder" -- Content Assistant, to help rapidly create and share quality content, and ChatSpot.ai to complete tasks using a natural-language chat-based user experience.
- Market and audience research firm GWI found that in advertising, 22% are interested in AI, but 18% are concerned about the technology.
- TV stations and other platforms have "less and less quality programming, as legacy media companies now launch all their new shows direct to streaming," says Richard Greenfield, media analyst at Lightshed Partners.
- The best way to grab the attention of consumers is to post one to two items a day on a social media site.
- The popularity of sports betting and the frequent transfer of money makes it a prime target for malicious attacks, cybersecurity company HUMAN says.
- Brydge CMO, Patrick Keller, discusses how organizations can leverage cost efficiencies to help scale the effectiveness and performance of your social campaigns.
- Who says Brand and lower funnel marketers can't play nice? In the world of Affiliates and Partnerships, not only can teams play nice, but there's also an opportunity to create win-win strategies and tactics for everyone! As a lower funnel marketer at Big Island Coffee Roasters, where Partnerships have become her second word of the day (after 'coffee.....'), Head of DTC Kristina Smith shows how these channels have given her the ability to help out her Brand colleagues, and vice versa, with some out of the box thinking to create new opportunities and results outside of traditional Brand and PR activity.
- Consumers also saw the possibilities for several marketing-related functions. Almost half (44%) said customer service is a good application for the AI chatbot.
