Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
- The finding comes amid a new wave of uncertainty related to COVID-19 variants, and as interest in crypto, NFTs and blockchain begin to crest.
- Political advertising is predicted to break more records next year, all of which will bolster local TV.
- Are SVOD subscription churn rates at 35% or even 44%? Actual transactions data from Antenna shared with Advanced TV Insider shows average U.S. churn at 6% in October--up just a half percentage point from October 2020.
- Mobile video, in particular, is poised for growth. "As more consumers shift from remote work to hybrid lifestyles, mobile video streaming is on the rise, and 86% of media experts see it as a key opportunity in the year ahead," reports Integral Ad Science, based on a new survey of digital advertising and media execs.
- Given the rise in costs and shifts in media budgets, StitcherAds observed a 12% decline in ad spending from a year earlier.
- Merkle, a data-driven tech company owned by Dentsu, has released its 2022 Q1 Media Insights Report analyzing recent research on consumer trends.
- Managing campaigns now takes an average of nine types of software or digital platforms.
- There are more great shows on television today than any time in history, a Golden Age-plus, if you will. In the original so-called Golden Age of television, there were just as many bad shows as good ones (probably more). Choices were limited to three broadcast networks and a few independent stations. Everyone simply watched whatever network programmers put on their schedules. And since most homes only had one or two television sets, families tended to watch the same programs together. Today, a show like "All in the Family" could not be the No. 1-rated show among virtually all age groups for five years in a row. When I was a kid, I watched it with my parents. I can't remember the last time I watched a scripted television series with my 22-year-old son. In this week's edition, I give the first part of my take on what were the best shows of 2021.
- Morgan Stanley estimates U.S. box-office revenue in 2022 at $8.02 billion, down 29% from 2019's $11.4 billion take.
- How do you grow your brand in an extremely fragmented market? For GetYourGuide [GYG], it took consumer data, timing and making a spectacular splash. Already a market leader in Europe, the travel booking site wanted to boost their brand awareness in the United States, so they turned to out-of-home media to help. In early 2021, with news that domestic travel in the U.S. was expected to open before Europe and the U.K., they knew it was the optimal time to strike. After collecting data on American's newly acquired habits during lock down, GYG created specific messaging on how consumers could experience those interests in real life. Zip-code lookalike technology determined GYG's target geographic areas for the OOH placements; which included billboards to maximize reach and transit and place-based screens to drive website traffic. The campaign cut through the clutter, resulting in a 500% lift in unaided brand awareness, while driving over 42k online conversions - - exceeding GYG's direct response goals.
- Many marketing professionals said external regulation is necessary to make the advertising marketplace more open to scrutiny.
- The study shows you also use an average of nine software platforms to execute a typical campaign.
- Many attribute it to increasing complexity and lack of support from their current organization, according to execs surveyed by Advertiser Perceptions for Basis Technologies in October.
- Some 69% of U.S. consumers now describe themselves as pro-environment, a gain of 17 points since 2012.
- "Enhanced social media strategies will likely be one of the biggest digital marketing trends in 2022 and beyond," the report states.
- Email is the most popular way that consumers want to receive money-saving deals on food and groceries.
- Soaring revenues from legalized sports betting continue to boost sports TV networks, benefitting from national TV ad marketing dollars and other revenue in closer partnerships and ownerships.
- Email rates as the second-most popular use for data-driven marketing. Personalization is first, Ascend2 reports.
- Sellers of DOOH media need to help educate buyers about measurement and data-driven capabilities for outdoor campaigns.
- At least that's my conclusion after Advertiser Perceptions shared its latest research with me on the topic.
- The report ranks the top U.S. retailers, identifies key trends and examines why consumer sentiment about retailers has fallen, why the employee experience is as important as the customer experience, and why Google is so important to retailers,
- Most B2B sales and marketing execs said the mass shift to remote work has disrupted their ability to effectively identify and reach buyers.
- The "Platform Accountability and Transparency Act" would require social platforms with at least 25 million monthly users to share data with university-affiliated researchers -- provided their research projects have been approved by the National Science Foundation.
- OpenWeb on Thursday announced a partnership with NewsGuard to help OpenWeb combat disinformation and ensure it only partners with publishers publishing quality, reliable news.
- Low interest rates and remote work during the pandemic led to greater demand for bigger homes. Some 90% of movers will try a new brand or company for any item.
- The study revealed that a 29% pay gap currently exists between white and BIPOC influencers and an even higher pay gap of 35% exists between white and Black influencers.
- It's the bandwidth, stupid.
- Dentsu and Microsoft see a need for standards on measuring the carbon footprint of advertising.
- The United States will drive much of the global expansion in ad spending, growing by $80 billion from 2021 to 2024.
- Consumers gave premium streaming platforms a "net ethical" score of 42, while social media platforms earned a negative 15 number, a marketing research firm finds.
