Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
- Publicis Media will be the first media holding company to work with NBCU to test the new measurement across the One Platform, starting this quarter.
- Before you say "hell, no," consider: 70% in new study said they could be convinced to try health insurance offered by big tech companies.
- More than half of marketers said their audiences tend to engage more with UGC than branded content.
- There are more great shows on television today than any time in history - a Golden Age+, if you will. In the original so-called Golden Age of television, there were just as many bad shows as good ones (probably more). Back then, choices were limited to three broadcast networks and a few independent stations. Everyone simply watched whatever network programmers put on their schedules, and if you were tuned to one hit show, you often stayed on that network for the next show. In this week's edition I feature the last in a three-party series of the 21 top series of 2021 (I hesitate to use the word "best"), with the caveat that there are probably more than a few excellent series I haven't seen. Some of these are non-English-language international series that can be watched either with subtitles, or dubbed into English (or several other languages).
- Ad-supported media's share of consumer time spent with media fell to its lowest point ever in 2021, and is projected to continue falling over the next several years.
- Podcasts and video are on the rise, and supplier websites are deemed the most valuable information sources, TREW Marketing and GlobalSpec report.
- Don't underestimate linear television's ability to drive internet searches for advertisers, says ad-tech company EDO.
- Roku is bringing a "Live TV Zone" tool to its onscreen navigation.
- Nearly 70% of U.S. broadband households own at least one connected streaming video device, while 72% are engaging in multiplatform streaming video viewing, and 40% are viewing on all platforms available to them, per the latest Parks Associates research.
- "Marketers in this space need to think less transactionally and in a more relationship focused way," MBLM's Mario Natarelli tells "Marketing Daily."
- Consumers tend to care about the content more than the platform that delivers it.
- In 2020, The New York Times added a record 2.3 million digital-only subscriptions, bringing its subscriptions to digital products and print newspaper to more than 7.5 million. By focusing on improving the reader experience, the Times has built stronger relationships with its subscribers and knows what type of information and storytelling resonates with their influential audience. Hear how The Times is focusing on fewer higher quality ads and using its first-party data to offer targeting, based on emotional states and reader motivations, to provide more powerful ad experiences.
- Visible Wireless, a retail brand of Verizon, doubled down on social channels to find and cultivate communities that wanted an alternative telecom model. And in turn those communities have informed everything about how the brand grew - from product development even to media planning. Visible's digital marketing lead, Sarah Baker, shows us what a grass roots media strategy looks like?
- Remember the tech spending bust after Y2K? New data suggests COVID-19 may be technological deja vu all over again.
- A "USA Today" and Suffolk University poll shows most Americans believe the U.S. is in the grips of a full-blown mental health crisis.
- The portion of U.S. adults who said they are likely to watch advertising for lower streaming fees slipped by three percentage points.
- Nearly half of brand, agency and other executives in a global survey think converged TV measurement and planning will make a major impact on their advertising this year, but roughly the same percentage consider poor ability to manage reach and frequency across CTV and other channels to be a top concern.
- USIM worked with Roku to help solve the problem of generating foot traffic during the pandemic by providing a new ecommerce strategy to offset the reluctance of consumers in the market to return to in-person shopping.
- IBM Watson Advertising today announced the availability of data from The Weather Company, an IBM Business, on the Amazon Web Services (AWS) Data Exchange.
- The portion of households that said they owned a 4K ultra-high-definition TV jumped by 16 percentage points to 52% last year.
- Sony's PlayStation Now and Microsoft's Xbox Game Pass are the most popular services among U.S. adults.
- A changed business model can be likened to a new frontier, says Shelley Stewart III, McKinsey partner and leader of the firm's Institute for Black Economic Mobility. To pursue additional growth, he believes companies need to "look outside of the core."
- Virtual pay TV providers now total 14.2 million -- up 17% vs. a year ago. Traditional pay TV subscribers -- cable, satellite, and telco -- were down 8.8% in Q3, totaling 69.7 million subscribers.
- Consumers were more likely to open emails related to public events than those offering discounts. Personal-care brands in 2021 shifted the landing pages for their display ads, directing an even bigger share of web visitors to Target than to Amazon for fulfillment.
- Experts are concerned that these ad-targeting options "could be used in ways that lead to negative experiences for people in underrepresented groups," says Graham Mudd, VP of marketing, ads at Meta.
- The best way to predict the future is to look back at the past. Here are the most-read articles and topics for "Inside Performance" and "Search and Performance Marketing Daily" in 2021.
- Accurate portrayals of historically excluded or marginalized people makes shows more engaging.
- "The vast majority of the sites spreading election misinformation a year ago have continued to promote the narrative that the election was not legitimate, while defending, downplaying, or redirecting blame for the riot," NewsGuard's analysts note in the new report.
- 81% of the 113 U.S. websites known to have spread election misinformation following the 2020 presidential election still do, according to NewsGuard, a media watchdog.
- Other most-read columns of the year included a "Big Fat Idiot," "The Media Optics Of The Capitol Insurgency," the "Talibrand," and "The Decline Of Western Civilization (In Two Simple Charts)."
