Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "media planning"
- Ad Net Zero provides a roadmap for the advertising industry. But will it work?
- New research indicates a net 27% of U.S. TV viewers aware of Hollywood strikes plan to watch less TV this fall.
- Only 14% of media buyers said they consider X a preferred partner, compared with 37% for social media more broadly.
- "On a societal basis, it is going to be even more disruptive. I think for the ad industry, it's going to be about the same, because what HTML did was create a whole new model for advertising. Online was a completely new ad platform that created inventory that didn't exist before."
- Brand traits -- such as consumer loyalty, market share and brand penetration -- are responsible for 21% of incremental sales, up six percentage points since 2017.
- Google has been touting automation in advertising for years. Marketers initially rejected the notion of less control of campaigns, leaving the processes up to technology. All that has changed.
- Amid uncertainties about economic growth, some marketers expected to boost budgets by 50% or more.
- A new report doesn't answer that, but it shows Twitter is the top place they share professional content, while LinkedIn is No. 1 for consuming it.
- Basis Technologies, provider of cloud-based workflow automation and business intelligence, has now been added to the list of ad-tech companies laying off employees.
- The TelevisaUnivision agreement starts in Jan. 2023, and includes Nielsen Marketing Cloud and Gracenote's Advanced Discovery suite. It offers measurement and advanced planning across TelevisaUnivision's national, digital, local and audio affiliates as well as its streaming service, ViX.
- Building on its deal with Yahoo as its exclusive demand-side platform, DirecTV advertising has expanded the deal to include set-top-box data.
- Advertisers' increasing reliance on first-party data will materially change media planning, buying, and selling and re-establish foundational values that have been downplayed in the programmatic era. Eventually, it will put publishers on a level playing field with walled gardens, according to 68% of advertisers that Advertiser Perceptions interviewed in June.
- 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.
- 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.
- One of the largest sources of media planning research, GfK said the new "regimen" can reduce respondent bias by 33%.
- 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.
- CTV and streaming mostly play a supporting role compared to linear TV buys, Advertiser Perceptions and Hub Research find in a new survey. Slightly more than 51% of advertisers plan their linear TV buying first as their "primary" buy, with CTV a "support" to that bigger linear TV buy.
- The pandemic transformed the ways consumers shop for groceries with more than 70% of US Households buying groceries online last year. What does that mean for advertisers? How do we adjust our marketing approach to capture consumers moving seamlessly between online and in-store? Head of Brand Activation, Lisa Mathison, will share how Hostess Brands has leveraged omni-channel media planning and buying to reach consumers shopping when, where, and how they want.
- While Gen Z spends more time on social media than ever before (51% on IG weekly, 48% on TikTok, 37% on Snapchat) and less (15%) watching cable weekly or more, marketers need to rethink their video ad dollars. Meanwhile, Millennials are still more likely to say they've watched a TV series (69%) and movies (70%) in the last week than social media videos (58%). At MediaPost's TV & Video Insider Summit, media agency Good Apple's VP, Media, Hyun Lee-Mill, shares their recent tests that identified the most effective ways to balance social media video and CTV spend. How do we optimize across the current menu of video options?
- Financial details were not disclosed, but as part of the transaction, SMI CEO James Fennessy will step down and Dreamscape partner Scott Knoll will become CEO.
- "Measuring and optimizing attention is an integral component of cutting through the noise," says Activation Chief Jon Waite.
- Average frequency across 30 CTV campaigns of varying sizes was just 4.6, per a study by ANA and Innovid. Duplication rates, costs were also examined.
- "We're actually planning, optimizing and buying against it," Chief Investment Officer Cara Lewis said.
- The report, from Omnicom Media Group UK, analyzes 75 evolving themes to predict which will rise to prominence by 2025, and how significantly they will scale.
- Comparisons with 2020 will be more difficult because the company moved its yearly Prime Day sales event back to its regular schedule in July.
- As social platforms fragment, brands need to remain flexible in their paid and organic strategies. Church's Chicken reimagined its social media playbook for changed times. Alan Magee, Vice President, Digital Marketing & Technology at Church's Chicken, explains how they sought to encourage more than engagement but engender true brand fan love. With campaigns that broke through the clutter Church's is growing its social footprint and engagement in ways that serve the core business and not just Follows and Likes.
- USIM worked with Roku to help solve the problem of generating foot traffic during the pandemic by providing a new ecommerce strategy to offset the reluctance of consumers in the market to return to in-person shopping.
- The biggest challenge is being able to profile audiences across media touchpoints.
- Rapid and accurate audience measurement is the gold standard of accountability for any medium or media owner -- but how possible is it?
- According to the study, there are five areas where multinational marketers are struggling within their media practices.
