Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "performance marketing"
- Google, Manhattan Associates, and Zebra Technologies released research this week analyzing purchases, returns, and customer journeys across digital and physical channels. The research, conducted by a third-party research firm, analyzes 124 retailers across 11 specialty retail segments on the implementation of 286 key attributes of Unified Commerce.
- Almost half of consumers said they have tried to scan a QR code they saw on TV.
- "My feeling is it's a blip and we'll see that stabilize in the next wave," predicts Advertiser Perceptions' Sarah Bolton, who has been tracking ad exec concerns about trust in advertising and misinformation.
- Brydge CMO, Patrick Keller, discusses how organizations can leverage cost efficiencies to help scale the effectiveness and performance of your social campaigns.
- Three of the top spots for online engagement for this year's Super Bowl went to pure entertainment marketers. The ad for Warner Bros.' upcoming film "The Flash" led with a 2,373 engagement index, according to EDO Ad EnGage -- which means it was 24x more effective than the median Super Bowl LVII ad.
- Like many brands today, H&R Block wanted to boost their perception with a younger audience. In 2021, there were changes to the NCAA's Name, Image and Likeness (NIL) rules. Being able to earn income off of their NIL meant a big payday for college athletes, and with that, tax consequences. This gave the tax preparation company a real opportunity to connect with consumers through a cultural moment. Pierson Curtis, H&R's Director of Growth Marketing & Engagement, will share how a culturally relevant, purpose-driven campaign helped them drive performance across paid, earned, and owned channels.
- Rakuten's marketers believe the company has the data that proves incrementality of its Cash Back program. Here's what they found.
- Microsoft today introduced AI capabilities product Viva Sales, the company's app that captures Office 365 and Microsoft Teams data into any CRM tool.
- 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.
- "Ad environments that fall into grey areas require careful judgment calls be made by brands and their agencies," notes Joshua Lowcock, global chief media officer at UM.
- Marigold has announced global survey results with the 2023 Consumer Trends Index -- and its new rebranding.
- Reddit wants to help brands predict the future - for example, when a restaurant should offer lab-grown food, or a beauty brand should offer DNA-based skincare treatments or DNA-personalized vitamins.
- TikTok was third in total ad spend -- but it slowed in November, while Facebook rebounded. Shopify revenue declined during the holidays in the food, beverage and wellness categories. according to research by Ampla Technologies.
- As customer acquisition costs soar, many DTC brands are seeking greater efficiency by increasing the lifetime value of their existing customer base. Winc's Chief Marketing Officer, Jai Dolwani, demonstrates how his brand takes the same performance and data-driven approach to increasing LTV as it does driving conversions. Everything from purchase and cancellation reasons to competitive analysis and Net Promotor Score are data points that drive core insights around how customers value your brand and respond to promotion. Jai walks through what Winc has learned from activating those insights in campaigns that worked.
- An in-depth study the IPG Mediabrands agency conducted with audio giant SXM found culturally relevant audio ads outperform general market ones.
- While AVOD platforms are projected to rise 27% to $9.6 billion this year, digital TV-video has been impacted by a drastically weaker scatter TV market. MoffettNathanson is lowering overall TV estimates for next year down 3.3% to $80.5 billion, and estimates national broadcast networks will be down 8% to $13.3 billion, with national TV cable networks 5% lower, local TV stations down 8%, local cable dropping 15% and syndication slipping 5%.
- Marketers also face uncertainties as consumer privacy becomes a bigger issue, leading to an eventual disappearance of tracking cookies.
- Day One of the ARF's annual "Attribution & Analytics Accelerator" began the way past years have: raising as many questions as answers on various modeling approaches and techniques.
- The digital ad industry could be on the cusp of a major transition with the decline of traditional search advertising, trapped in the headwinds of a significant increase in retail search, according to data.
- Performance marketers have begun to view streaming and connected TV services as a valuable media in which to help brands expand advertising strategies.
- Like many hot DTCs, smart oven brand Tovala touches and re-touches consumers across every imaginable medium. But how do you stitch these disparate channel experiences to minimize friction in the customer journey and optimize these touchpoints to improve conversions? Tovala's Senior Director of Growth Engineering, Brian Krall, digs into Tovala's use of replay session analytics to better understand engagement trends, drop-off points, and conversion paths. What has the brand learned about using this toolset to smooth the journey for customers but also evaluate media performance and test new channels?
- Spending on Google search ads overall grew 15% year-over-year in Q3 2022, slowing from 18% growth in the prior quarter for advertisers working with Tinuiti. Google faces a slowdown due to the uncertain macroeconomic environment, but growth stabilized in Q3 to near pre-pandemic levels.
- Hispanic consumers make up 23.2% of the Millennial population in the U.S. By 2028, Claritas predicts, nearly 50% of the combined Gen Z and Millennial American population will be Hispanic.
- Marketers with the ability to quickly alter media budgets are 25% more likely than non-agile marketers to report their performance as stronger than industry competitors. And 48% state their marketing performance exceeded internal expectations and marketing key performance indicators (KPIs), compared with 33% of marketers who do not follow this practice.
- "The overall mix of advertising shifts possibly in favor of brand rather than performance," suggests GroupM's Brian Wieser, adding: "Isn't that an interesting observation?"
- The study shows viewability is device-driven -- determined by how and where the ad gets loaded on the screen -- while attention is human-driven by how the viewer responds to the ad served on the screen.
- Brands turn programmatic on at the top of the funnel, but don't consider how it impacts the entire journey, according to Sam Huston, chief strategy officer at 3Q/Dept.
- 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.
- While 75% of procurement execs say their role managing media has been successful, only 26% of marketing execs say so, according to a new ANA study.
- Instead of their standard search shopping campaigns, Tecovas digital team launched Google Smart Shopping on their product feed with huge success. Tecovas' Performance Marketing Manager, Paige Malloy, will share the implementation requirements for their testing; which resulted in greater efficiency, more revenue volume, and better ROAS for the western boots and apparel retailer.
