Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
- The growing number of consumers who watch video on internet-connected devices like smart TVs and mobile phones will continue to drive a shift in television ad budgets, according to a forecast by WPP’s GroupM. The projected expansion for CTV ad spending including U.S. political campaigns will be faster than for the broader television market, which will seesaw between growth and contraction through 2026, the media agency forecast. Changing viewing habits will create a quandary for major brands that have relied on the broad reach of traditional linear TV. Popular streaming services like Netflix, Disney+ and Amazon Prime Video don’t carry advertising, but they are investing heavily in original premium programming that appeals to viewers. “Consequently, the emerging world of television will simply offer fewer opportunities to advertise,” according to GroupM. “As a practical consideration, falling viewership of ad-supported TV in traditional environments will lead to reduced reach potential for campaigns that rely on the medium, which will generally make TV less attractive to many marketers.” Some brands will seek to integrate campaigns on traditional TV with those on video-sharing site YouTube, blurring the lines among TV, digital and search advertising, the report said. The agency published its updated forecast the same day that IPG Mediabrands’ Magna and Publicis Media’s Zenith offered their revised outlooks for growth in ad spending.
- Brand Keys research shows massive shift in how consumers arrive at brand loyalty, with decisions based more on emotions than rational consideration.
- One of the fastest-growing segments continues to be new digital and OTT video platforms -- expected to climb globally 23% to $76.3 billion.
- Google, Facebook and Amazon attract 46 cents of every dollar spent by advertisers.
- A new report from eMarketer charts 2021's ginormous rebound over 2020, and finds total spending by year's end will tower over 2019's pre-pandemic numbers by $120 million.
- The study from Ipsos MORI also finds that "media" overall is among the least trusted institutions, just behind political ones.
- One-third of advertisers said they began their holiday promotions earlier as consumers started shopping amid worries about bottlenecks in supply chains.
- The guide aims to provide profiles and objective comparisons of the capabilities and services offered by all industry players offering cross-platform TV and video audience measurement services.
- Advocado says the deal gives it an integrated ad verification, attribution and campaign coordination platform, for advertisers to efficiently track and measure their ads.
- Market fragmentation among "walled garden" outlets is one of the biggest challenges for marketers.
- TV and movie viewing still command the largest share, and did see growth over the past two years--but gaming and other activities saw significantly higher growth, according to consumer surveys conducted by Interpret.
- NextGen base revenue is projected to be 22% of all local TV station revenue by 2022. This will boost the relatively stagnant revenue core outlook, partly due to competitive, fast-growing, digital-first local media.
- The organization has released the results of its annual WARC Creative 100 ranking of the most creative agencies, networks and campaigns in the world.
- There has been a 55% increase in phishing kits imitating Amazon in October and November, Egress reports.
- Likening the current period to past times of crisis and recession that spawned innovation, Dentsu said brands have an opportunity to grow sales by adapting to technologies and ways of working.
- Sellers also value trade shows, but tend to underestimate their role in creating a trusted relationship with buyers, a study finds.
- Although pay TV subscriber homes continue to decline overall, regular sports viewers watching in homes with the traditional pay TV bundle are growing.
- Designing websites for a broader group of people should consider "invisible disability," or limitations that people may overlook, such as age-related vision loss.
- Analysis of internal documents reveals how employees abuse customer data, stalk celebrities, and do little to plug major leaks. The clearance would reduce or eliminate some instances of data mishandling.
- Consumption of apps or services that don't carry advertising, such as Netflix or Disney+, expanded by 38% to 44.9 billion hours in 2020.
- Entertainment and the chance for self-expression were big draws for this demo.
- For many consumers, having a more primary service for the bulk of their TV needs is a good deal.
- Eighty-two percent of U.S. consumers said the brands they buy stand for a greater mission or purpose.
- Disney is raising the price of Hulu+Live TV to $69.99 from $64.99. But it is also adding Disney+ and ESPN+ to sweeten the deal.
- Key takeaways of the study include users' increased screen time over the past year and their need for more authentic, relatable, and positive content.
- The majority (39%) of total QSR ad impressions were on Twitter, followed by YouTube (33%), Facebook (15%) and Instagram (13%).
- Amazon's gain contrasted with the pullback in ad airings among other retailers, including Walmart, Target and Best Buy.
- Men far outdistance women and people of color on Sunday morning news shows, such as NBC's "Meet the Press" and CBS's "Face the Nation."
- Here is what marketers need to know about mobile performance -- and who to contact during my two weeks off after surgery, through Dec. 3.
- Netflix claims its South Korean survival drama is its most-watched new series ever - the latest worldwide phenomenon in a string of major global hits, which also include, "Money Heist" (Spain), "Lupin" (France), "Elite" (Spain), "Dark" (Germany), "Fauda" (Israel), "Ragnarok" (Norway), "Barbarians" (Germany), "Bordertown" (Finland), and "Kingdom" (South Korea), among others. Whether or not "Squid Game" is really Netflix's most-viewed series launch is questionable. The streamer is not exactly transparent with its audience metrics, and Nielsen streaming data is extremely limited. But there's no question that it's one of the buzziest -- and most controversial -- shows in a long time. In this week's edition, I break down the pluses and minuses behind "Squid Game," and while you ruminate on the answer to the question posed by my headline, keep reading to find out what I conclude.
