Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
- The latest research from Piper Sandler shows teens cutting back a bit, in the first spending downturn since before the pandemic.
- Younger consumers were more likely to say they would watch games attended by the pop superstar, including 21% of people ages 13 to 24.
- TV network groups with 15 to 20 channels might have good reason to be concerned about their next negotiations with legacy pay TV services.
- A third of marketers said consolidation of agency services is one way to prioritize consistency.
- IVT rates, inclusive of ad fraud, are elevated within inaccurately labeled CTV, in-app mobile and desktop traffic, finds a new report.
- More than half of people who regularly use captions do so to stay focused on a TV show or movie.
- Netflix, Amazon Prime Video, Disney+, Apple TV+, Paramount+ and Max/HBO Max are taking a more profit-driven, balanced approach to content investment by genre.
- Ad and marketing agencies are split on how to price paid ad and organic services. Many marketers still prioritize optimizing keyword research despite all the technology available to do tasks, a survey found.
- However, a majority of people surveyed said they want businesses to take a public stance on climate change and mental health.
- But the ARF report is nonetheless worth reading if you want to get a handle on the burgeoning supply chain of "attention measurement" researchers, both native and non-native.
- Today, just 56% of those 18-34 have any kind of pay-TV service, vs 83% in 2013. Non-subscribers are a bit more likely to watch FASTs.
- Fewer opportunities and tight budgets are the top reasons that business development is more difficult this year.
- Guggenheim Securities estimates a 6.8% drop in revenue for Q4 after a 10.4% decline in Q3 - but media analyst Michael Morris says to "expect more meaningful improvement in the fourth quarter as the company benefits from the upfronts."
- About half of digital-audio listeners said they had bought a product after hearing a host-read ad in a podcast.
- Forbearance is over, and 27 million people may make up to $9 billion in monthly payments.
- YouTube TV is #1 in satisfaction among live streaming services, followed by Hulu + Live TV, according to a J.D. Power survey.
- The men's grooming brand Manscaped is suddenly ubiquitous. From TV to out of home, display to social feeds, Manscaped not only leverages every channel available but keeps those screens fresh with a wide range of creative across the full funnel, inside and outside of its core demo. Manscaped's Senior Media Manager, Emily Yager, explains the data and strategy that drive one of the highest profile DTC brands as it has expanded into an omnichannel power player.
- The Toy Association reveals distinct changes as gifting expands to grown-up audiences
- As usage of artificial intelligence grows, many marketers want to update their skills to keep pace with technology.
- For younger consumers, fragrance stands for self-expression, as #PerfumeTok fuels strong indie brands.
- Free Ad-Supported Television (FAST) services are making major gains, partly due to their ability to facilitate content discovery for viewers.
- Since the beginning of television, various program genres have fallen in and out of favor with the general public, but none have been as consistently popular as shows depicting law enforcement (crime and punishment). Whether they be police/detective series, procedural dramas, or shows featuring the FBI or CIA (or some other government agency initials), police shows have always been a dominant part of television's mix. In this week's edition, I analyze the brief history of the genre.
- How did TaxAct find that it could radically reduce media costs and still maintain the same level of conversions? By stepping away from the promises of so-called precision targeting and retargeting, bringing its media in-house, and re-booting its strategy to start with broader audiences and then letting the platform algorithms help. TaxAct's Head of Media, Amy Bartle, shares what they learned from their journey.
- Scaling high-performing video ad creatives across paid social platforms is daunting at best. PetPlate shares its framework for turning one video concept into five, maximizing the potential of user-generated content (UGC) influencers, and making video-first ads the sole focus of a brand. You, too, can crack the code of scaling paid social through a test, learn and iterate framework. Bringing viewer attention in the first few critical seconds of a pre-roll is an art+science puzzle under any circumstances. But when you are targeting a full funnel of touchpoints across multiple platforms, from social to YouTube to TikTok, the equations get really hard. Amelia Coomber, Director of Acquisition & Performance Marketing at PetPlate, shares their recipe of testing and iterating your way to conversion.
- Suspicions may be warranted because of the possible negative consequences of AI on a brand's reputation.
- Most say they'd be OK with about three ad breaks per hour.
- The Microsoft Bing Chatbot powered by AI is being injected with malicious ads that promote fake download sites to distribute malware.
- Despite pushback from its biggest market for TikTok Shop, the social media platform is testing a new in-app wallet that could help simplify users' purchases through a centralized payments tracking platform that includes a currency native to TikTok.
- Three years after the killing of George Floyd led to a racial reckoning, many Black people still see biases in the news.
- Although there has been much analysis of expanding ad-supported streaming platforms, consumer spending on streamers -- subscription fees -- keeps rising.
