Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "creative"
- Litmus offers to scan outgoing emails with a new testing tool, announced at the Litmus Live conference in Boston.
- A pair of Harvard researchers found that concise emails greatly out-pull wordy ones.
- Just 3% of digital media budgets are allocated to ads featuring people over 60.
- Brand traits -- such as consumer loyalty, market share and brand penetration -- are responsible for 21% of incremental sales, up six percentage points since 2017.
- Despite two decades of online behavioral evidence, brands continue to leave money on the table by underserving the fastest growing demographic in the US. The Managing Director, Karla Fernandez Parker, at one of the most experienced multicultural agencies, Sensis, explains the scale and power of this untapped audience and how they and their client Chef Merito use data, targeted media and creativity to show the power of serving the underserved.
- Avocados From Mexico is building a brand in a brandless category by leveraging creative disruption on advertising's biggest stage-the Super Bowl. AFM's Associate Director of Brand Marketing & Strategy, Kelly Burke, gives us a play-by-play of their campaign strategy.
- Creatives with disabilities are providing brands with an authentic way to connect with an audience that's actively seeking inclusivity, Nielsen said.
- People who are most familiar with AI tend to have the most favorable opinion of its use in marketing.
- There is a science to using and driving marketing results with them, judging by a new report by Phrasee, which shows football emojis have seen a 37% improvement -- but not in November.
- Most Gen Zers believe media does a good job of reflecting them, and almost half say the same about advertising, SeeHer and Horowitz Research report.
- The data-driven solution is said to allow for optimizing creative rotations without changing a campaign's media strategy.
- LinkedIn is launching a suite of tools including the "CMO Scorecard," "B2B Index" and "B2B Leaderboard" intended to help companies better understand how brand investments are impacting their bottom line.
- Not surprisingly, the board's questions were mostly about the impact AI will have explicitly on agency creative, media and overall management.
- Snapchat is testing a new way for users to play around with AI creation through a feature the company is calling "Dreams" -- using generative AI technology to deliver otherworldly scenes instead of written answers.
- Research and analytics platform Veritonic found that 78% of people in a recent survey said they are likely to listen to streaming audio and podcasts when outside in the summer.
- Only a third of marketers can correctly choose the AI-generated variations on a human-written control, Persado reports.
- The study examined how ad creative impacts 61 metrics including lift, search intent, click-through rates and more in the consumer product group, automotive and other verticals. Creative quality can lead to 23% aided ad-recall, which drops to 2% for ads with poor creative quality. The study found that consumers looking for a product are 20% more likely to notice and 13% more likely to enjoy ads with improved visuals such as human presence, product images, or prominent logo placement.
- When the male grooming brand Manscaped has something big to say, you can count on that announcement to make a splash. From taking over digital and static ad space in New York's Penn Station, to fully decking out the men's restrooms at Levi's(R) Stadium, Manscaped's iconic branding and bold campaigns are as eye-catching as they are impactful. Add influencers into the mix to amplify that message, and the experience becomes fully immersive. As the company enters new international markets, it is exploring how to use legacy tactics and emerging OOH trends to optimize efficiency and augment creativity. Manscaped's Senior Partnerships Manager, Lucas Colye, explores what the company has learned, how it maximizes campaigns, static vs. digital screens, and the ways the brand stimulates social amplification with striking creative execution.
- The presence of women in domestic or family settings in ads increased to 66% in 2022, compared to just 32% in 2021.
- Market and audience research firm GWI found that in advertising, 22% are interested in AI, but 18% are concerned about the technology.
- Seventy percent of senior brand execs recently surveyed said that their creative for CTV and other digital platforms is basically the same, although there are some variations on the central campaign theme.
- Persado analyzes 21.6 billion emails to find that the leading word is "announcement."
- After being named as one of the Most Innovative Companies in 2021, Avocados From Mexico has continued working on bringing Innovation to the next level. Avocados From Mexico's Director of Media, Data and Analytics, Jovanny Martinez, discusses how Avocados From Mexico drives both brand and performance marketing by building purposeful innovation through creative testing, media optimization, and measurement.
- An in-depth study the IPG Mediabrands agency conducted with audio giant SXM found culturally relevant audio ads outperform general market ones.
- Using three kinds of biometric measures -- eye-tracking, "cardiac deceleration" and "sweat secretion" -- Comcast Advertising says advertising in long-form TV programming on full-screen TV or streaming platforms yields better ad "memories" than with advertising placed on digital media platforms.
- Brands with in-house teams are 82% more likely to use AR than external agencies, according to research from Emodo Institute. The report analyzes ad-creative preferences and trends with a focus on the adoption of creative formats such as AR, DCO, and Native Advertising, and provides insights on the appeal and effectiveness of these formats and the correlations between creative strategies and privacy concerns.
- Thinking more like a patient than a clinician opens a marketer's imagination to more engaging ways of depicting the healthcare experience. Few brands have been more entertaining and unconventional in focusing their patient outreach than Rodeo Dental. By focusing on outcomes and experiences, deploying jazzy editing and graphics, and shifting media spending away from TV and into social and search channels, Rodeo did more than grow brand and patient acquisitions. Rodeo Dental's Director of Growth Marketing, Dr. Richard Ly, shares how they were better able to measure the impact of their media spend and improve patients' relationship with the brand.
- Color is an important aspect of brand identity, and a VidMob study shows it is key to understanding relevant features of a video and how viewers interpret a company's ads.
- With high brand recognition in the furniture category accomplished, Wayfair is evolving its top of funnel strategy to align with its emerging lines like appliances and renovations. This requires a new approach to video planning that blends branding in these new categories with efficiency. Likewise the creative has to tell more cohesive story and the metrics have to account for longer buy cycles. At MediaPost's Fall TV & Video Summit, Lauren Sutkowski, Wayfair's senior manager, marketing, walks us through the pivot
- Seeing the plastic pollution crisis as an opportunity to solve a global environmental problem through contemporary and creative product development, GOT BAG created the world's first backpack made of 100% recycled ocean plastic. A story that can be told easily online, but a difficult challenge in the retail environment. GOT BAG head of NA, Matthias Paisdzior, shares how the brand creatively leveraged POP materials to successfully inform and engage consumers in-store.
