Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
- Younger consumers favor ads that are entertaining rather than educational. About 72% of Gen Z consumers are most receptive to ads on social media vs.19% of boomers, while 47% of the younger group is receptive to ads on streaming services vs. 28% of boomers.
- The difficulty of opt-out procedures has not improved much in the past quarter, according to data from Neutronian. Insights into health care and data providers and health-related publishers are analyzed in the report, which also includes search and retail media companies.
- Most companies are taking too long. And many are not making full use of email personalization, Conversica reports.
- Going forward, it will be more difficult for writers to determine where they will land, in terms of value, in a TV series production.
- Most TV/video buyers are treating "creator-driven" and professional video content much alike in terms of moving budgets back and forth and the metrics they employ, according to an Advertiser Perceptions survey for IAB.
- About two-thirds of consumers said they now use free on-demand TV services daily.
- The alt currency companies seeking JIC certification use what some researchers might refer to as "convenience samples," because their data is conveniently available.
- Half of video buyers are using biometric attention metrics. When it comes to defining impressions, there's little consensus.
- Analysts keep expecting consumers to pull back on spending, but consumers still haven't gotten the memo. In Q1 spending rose 3.7%, the most in almost two years.
- The CEOs of Google, Microsoft, OpenAI, and Anthropic will meet Thursday with Vice President Kamala Harris and top officials to discuss issues around AI.
- New research from GWI finds that despite widespread chatter about the "DEI backlash," 70% of Americans say it's important.
- Republicans are more likely to say Twitter is good for U.S. democracy than they were two years ago.
- DoubleVerify released findings from its research examining evolving cookie deprecation strategies and the shift toward user privacy and its impact on digital advertising.
- Google announced two years ago it would stop running ads alongside videos that denied the existence and causes of climate change, but one research company reports the advertisements continue.
- "We've already begun working with four pilot advertisers and IPG Mediabrands," Samsung's Justin Evans disclosed.
- For nearly 60 years, "Star Trek" has been part of the television landscape. During its three season run on NBC (1966-69), The Original Series (TOS) aired 79 episodes. Today, three seasons on a streaming service produces less than half that amount. The Starship Enterprise was captained by James T. Kirk (William Shatner), whose five-year mission was to "explore strange new worlds...to seek out new life and new civilizations...to boldly go where no man has gone before." It was originally pitched to the network as a "Wagon Train to the stars. In this week's edition I analyze all generations of the Star Trek television franchise.
- Amid uncertainties about economic growth, some marketers expected to boost budgets by 50% or more.
- The answer depends on what you believe the role of the MRC actually is. Or at least, what it's supposed to be.
- More than half of consumers say they would be incentivized to create content for a chance to win a cash prize.
- With 49% of consumers indulging themselves three or more times a day, snacking has become a U.S. "lifestyle," according to Circana.
- The focus on media currencies continued on Day Two of the ARF Audience X Science conference in New York City Wednesday with the divide between Google's YouTube and the major broadcasters becoming evident.
- Pinterest's ad partnership with Amazon aims to bring more brands and relevant products to its platform and makes Pinterest Amazon's first partner on third-party ads, a company spokesperson said Friday.
- Consumers are still spending it up, and seem less worried than economists think they should be.
- Three quarters of consumers worldwide said they had treated themselves by splurging.
- Despite slowing growth, small and midsize businesses in the U.S. have a "sunny outlook" about marketing investments, according to a LinkedIn study conducted by YouGov released today
- The U.S. Ad Market Tracker fell for the ninth consecutive month in March, signaling a continuing weakening of demand from the nation's biggest national advertisers and agencies.
- Citizen Lab analyzed eight popular search platforms in China for censorship rules controlling content, which may be doing more harm than good outside the country.
- This year's ARF Erwin Ephron Demystification Awards recipient Artie Bulgrin recalled "our" mentor's fundamental reminders "frequency is crabgrass" and "reach trumps frequency."
- Hulu's "Stolen Youth" and Netflix's "The Night Agent" were notable for top streaming ratings.
- 80% of respondents in Attest study believed brands were involved in "greedflation," using inflation as an excuse to hike prices unfairly.
