Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
- Centro rebranded to Basis Technologies on Friday, and next week will add research and benchmarking tools to its automated software offering for enterprise marketers.
- That Q3 stat is up from 17% reporting the same in Q3 2020.
- An Ipsos study, however, shows ad exec trust ranks lower among U.S. consumers than worldwide.
- Gamers are becoming more amenable to seeing advertising in videogames.
- The COVID-19 pandemic has accelerated consumer acceptance of marketing technology, according to findings of a just-released study by the American Marketing Association.
- While concerns about the highly infectious Delta variant of the coronavirus have weighed on recent sentiment, consumers are still feeling better than they have historically.
- But consumers in five other countries now use apps for at least five hours per day, reports App Annie.
- The converged-TV study also finds that investing at least 10% of impressions in streaming within converged linear/CTV campaigns tends to maximize incremental reach.
- Consumers prefer to do business with companies that make authentication safe and simple and safe, according to 81% of consumers surveyed by CMO Council and Business Performance Innovation Network. This frustration can cause consumers to search for brands that offer a different type of digital verification process.
- The COVID-19 pandemic led more U.S. consumers to spend time playing video games to help occupy their time during restrictions on public gatherings. About one-third (36%) of people ages 13 to 74 said they play video games on consoles such as the Sony Playstation or Microsoft Xbox, according to a study by Hub Entertainment Research. Among those console gamers, 51% said they play every day -- up from 39% two years ago. Gaming is popular among male teens and younger men who are more difficult to reach through traditional linear television. About 70% of men under age 35 play console games, compared with 50% of women in the same age group. Gamers also have become more tolerant of in-game advertising, such as branded downloadable content (DLC). Some 70% of regular console gamers play with branded in-game content, up from 61% two years ago. Among those who see in-game ads, 44% said they prefer them to regular commercials, while 72% said the branded content makes games more fun to play.
- Netflix currently has high saturation among the older demographic, particularly in the U.S. But it may have a tough time keeping them in the face of cheaper competitors that offer sports and news.
- Contextual targeting of advertising is making a comeback as marketers become more mindful of brand safety.
- In a new GfK study, 88% of those trying D2C brands for the first time said they were satisfied, and only 9% dissatisfied.
- GoodRx jointly sponsored NASCAR driver Will Rodgers, with a pharma manufacturer, creating a campaign focused on racing to cure Hepatitis C.
- Ad executives explain why Facebook's "headwinds" are CTV's "tailwinds."
- Many consider it physically addictive and felt like they were going through withdrawal during last week's outage.
- Results this year would more than double the 15% growth rate of digital music advertising from a year ago.
- Global organizations across the industry are continuing the journey to future-proof technology and data stacks against coming privacy changes and build out a "cookieless measurement stack."
- The delay of Instagram's app for kids highlights a need for tighter laws. The U.K. leads the U.S. in this area, introducing a new code earlier this year, the Age Appropriate Design Code.
- Contextual targeting is projected to be the dominant form of consumer ad targeting within a year, overtaking behavioral targeting tracking people's identities and behaviors via their use of digital media and devices.
- The agency estimated ad spending will grow by 11.6% to $309.8 billion.
- Consumers plan to spend an average of $442 on themselves this holiday season, up 48% from 2020, PwC finds. Call it the year of pampering.
- Last year, more YouTube viewers watched content on their big TV screens than anywhere else, at 53%, up from 34% in 2019.
- Ad agencies are far more uncertain than advertisers: 37% vs. 23% of advertisers.
- Shifts include a transformed hotel business, as many have begun to focus on subscriptions versus nightly rates.
- What do you do if your company is being described as "stodgy" by Millennials? How do you attract a younger audience without alienating your Gen X and successful Boomer clients? That's what Windermere Real Estate was facing. With a nearly 50 year legacy and flashy brands like Zillow and Redfin invading their space, Windermere needed to step up their game. Easier said than done when your budget is limited, and you're up against VC-backed and publicly traded companies with plenty of money to spend. So they needed to get creative and find a space where they could stand out. That space was Spotify. The music platform, a favorite among Millennials, gave Windermere the space to create their own branded station with home-themed playlists that could appeal to all generations. Spotify also provided branded QR codes to directly engage consumers with Windermere's station in an off-line environment, i.e. OOH, business cards and TV ads. Since launching their branded station, Windermere has earned more than 100K monthly active users and seen an 18% increase in direct traffic to their website. Spotify now plays an integral role in Windermere's media strategy.
- Total "churn" was 6% in the second quarter of this year, down from 8%, according to Kantar Entertainment on Demand.
- One marketing manager admitted: "I can't quite seem to remember the precise difference between OTT, CTV, addressable, and data-driven, to be honest."
- Former Facebook employee Frances Haugen blasted the company's practices at a Senate hearing on Tuesday, stating that the social networking service repeatedly chose profits over users' safety.
- Most brands are increasing their data marketing budgets. But they face hurdles, Ascend2 reports.
