Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
- After surging during the second and third quarters, the price of digital advertising grew more moderately during the final three months of 2021.
- Email personalization is the top method, with chatbots now in second place, Persado and Coresight Research report.
- Comparisons with 2020 will be more difficult because the company moved its yearly Prime Day sales event back to its regular schedule in July.
- TV ad spend on AVOD platforms is forecast to grow 43% to $11.2 billion from $7.8 billion in 2021. MoffettNathanson expects the largest component of TV advertising -- national cable TV networks -- to remain virtually unchanged, while broadcast networks will slip a bit.
- The destination provides fans with highlights, game recaps, and original series and gives advertisers the ability to reach consumers who tune in to the game to see ads rather than watch the sport, Sadie Thoma, U.S. Creative Works director, wrote in a blog post.
- In Q4 alone, FAST penetration increased by 4.9 percentage points, making it the fastest-growing streaming tier and putting it nearly on par with AVOD.
- Only 8% of U.S. consumers said they had bought a non-fungible token in the past year. Brands can help raise awareness of crypto collectibles.
- Teladoc Health (BetterHelp), Capital One, Berkshire Hathaway (Geico), Simplisafe and Comcast led the top 10 podcast spenders for the year.
- Total ad spend leapt 26.4%, to GBP29.7B (US $39.9B), per latest Advertising Association/WARC Expenditure Report.
- Disney+ was the No. 2 streaming app by global app store consumer spend in 2021, second only to YouTube, reports App Annie.
- Changes in the way Americans work out will lead to major brand upheavals in the year ahead, according to NPD Group's new forecast.
- While search and social advertising remain strong, slow growth for both is expected when companies report Q4 2021 earnings. Paid-search ad spend overall rose 23% YoY in Q4 -- down from 32% in Q3, data from Skai (formerly Kenshoo) shows, cited by Raymond James analyst Aaron Kessler in his report.
- Dentsu foresees the growth rate for digital advertising sliding into single digits by next year.
- Contextual advertising awareness has a steep hill to climb. But brands like Frito Lay, which has tackled the challenge, have found success, GumGum data shows. James Clarke, Frito Lay senior director, media strategy and CRM, believes success in contextual advertising is less dependent on the brand being advertised and more so on the strength of alignment between messaging and creative with the surrounding environment in which the ad is placed.
- "Three-fourths of U.S. CTV display ad spending will transact programmatically in 2022," says eMarketer Senior Analyst Ross Benes.
- The study also found Facebook is least trusted, while LinkedIn is most trusted, and Instagram is most important for brands.
- Consumers put far more stock in emotional values beyond basic product function, according to the Brand Keys study of consumer brand loyalty.
- Some 57% of retailers in a survey said most of their customers begin their shopping journey on Google or Amazon. Nearly 1 in 3 retailers with the highest sales performance say they spend too much on search engine marketing and optimization efforts to garner new prospects, with the remainder most likely to say they are spending slightly too much.
- Inclusive audience planning, supporting diverse voices and balancing brand safety with diversity are key themes for media buyers.
- The agency report cites regulatory action to formally ban advertising linked to fossil fuels, raising sustainable ad initiatives to a compliance level, as well.
- Generating revenue and increasing brand awareness are popular reasons for email campaigns, the Association of National Advertisers found in a survey of marketers.
- Discovery+ is perceived as having high ad loads, but they were deemed "reasonable" due to their relevance, a new survey finds.
- Insights agency Opinium found that 17% of users hold social media companies responsible for managing users' mental health on platforms like Instagram, and 79% say social media companies should take action to address the negative mental-health effects their products have on users and 55% called for social media companies to do more to remove offensive and toxic content.
- The maker of Tide detergent aired more than 26 million ads on radio, local cable and broadcast TV.
- I've written a number of pieces over the past few years about the flaws in current TV/video audience measurement and what can be done about it. You can read past issues of The Sternberg Report for deeper analysis. This week's edition is a continuation rather than a recap of my previous thoughts. If the total reach among adults for linear TV is more than 80% of the U.S., which is higher than streaming penetration, then more people are reached by ad-supported broadcast and cable in a given week than by all the streaming services combined. The highest rated series on television is not Netflix's Squid Game, but Paramount Network's Yellowstone. More people watch an episode of Yellowstone each week than any episode of any streaming program. If Paramount dropped an entire season at once, it would certainly generate more hours of viewing than anything reported on any streaming platform.
- Top tactics for the future include organic search, chatbots, live chat, QR codes, chat apps and voice technology.
- When we asked a second question about the liability for advertisers, there was more of a disconnect.
- Security is "no longer just a technology issue," according to a study by IDG Communications.
- It's easier for consumers to forgive a person than a business. A study shows marketers need to carefully consider language used in campaigns, as consumers are sensitive to the words used.
- Ad executives' estimation of the value of TV -- including linear, addressable and OTT/CTV -- is up from last year, putting it in a tie with digital video.
