Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "media buying"
- The growth of CTV media deals may be having a major effect on business in terms of pricing and when to place messaging. Brand TV marketers have also shifted 20% to 25% of their budgets to streamers.
- Spending growth for paid search, paid social and retail media advertising slowed in the third quarter from the second quarter. Yearly gains were measured against the steep drop in media spending during the onset of the pandemic in 2020. Price increases helped to drive the rise in spending for paid search (+30%) and paid social (+34%), but was less of a factor for retail media (+21%), according to a study of digital media spending trends from adtech firm Skai, which was formed after Kenshoo acquired Signal Analytics. During the third quarter, Google, Facebook and Amazon all reported double-digit gains in ad revenue as volumes surged. Google’s ad sales rose 43% from a year earlier to $53.1 billion in the third quarter, while Facebook’s climbed 33% to $28.3 billion and Amazon’s rose 50% to about $8.09 billion. Apple’s changes to the privacy settings on its devices, including the iPhone, didn’t have a dramatic effect on social-media prices. Facebook’s cost per thousand (CPM) rate steadied after Apple updated its software in April, according to Skai. (Media agency Merkle last month published a different comparison — its report showed a yearly gain in Facebook’s CPMs during the third quarter.)
- Amazon, a relative newcomer to the digital advertising market, saw growth of 50% to $8.09 billion in Q3.
- "To be sure, $10 billion can go a long way," GroupM Business Intelligence chief Brian Wieser quips, noting: "It took Facebook almost ten years, through 2013 to spend that much in operating expenditures."
- While more attention leads to increased recall, shorter ads were more attention-efficient and did more work in a shorter period of time. Dentsu's "Attention Economy" research program is focused on measuring the true value of attention across channels, platforms, and formats, to reroute the way the ad industry judges an ad's real success.
- It wasn't a good day for companies that rely on ad revenue. The technology industry lost billions this morning -- especially those focused more heavily on advertising.
- Ad viewability during the first half of the year mostly improved in the United States, in line with a broader global trend, according to the Media Quality Report by researcher Integral Ad Sciences. The biggest improvement was seen in mobile app display ads, whose viewability rate hit 85.2%, a 6.3 percentage points improvement from a year earlier. Other categories of advertising were mostly stable in the United States. Looking at global trends, mobile apps were the only environment whose display viewability level increased, rising 2.4 percentage points to reach 73.2% in in the first half. Mobile app display viewability increased most in Singapore, up 8.7 percentage points, and New Zealand, up 7.5 percentage points. For desktop video, viewability rose 1.8 percentage points to hit 77% worldwide as Germany and Australia posted notable improvements. France and Canada were the only countries to experience declines in desktop video viewability. IAS didn’t have an annual comparison for connected TV (CTV), but said it was the most-viewable format globally, reaching 93.2% in the first half. That viewability rate put CTV ahead of mobile web video (79%), mobile app video (78%) and desktop video (77%).
- Google and Facebook will continue to dominate the global stage for digital advertising, though retailers are becoming a bigger threat.
- Centro rebranded to Basis Technologies on Friday, and next week will add research and benchmarking tools to its automated software offering for enterprise marketers.
- Gamers are becoming more amenable to seeing advertising in videogames.
- 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.
- 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.
- The agency estimated ad spending will grow by 11.6% to $309.8 billion.
- In what appears to be an industry first, WPP is teaming with Snap to create an "AR Lab" to research and develop augmented-reality applications that create a more immersive experience for consumers, and better results for advertisers.
- Xandr, AT&T's advanced ad unit, says research participants estimate a 58% rise in data-driven linear TV spending over the next 12 months in the U.S.
- Nielsen will transition to impressions-based reporting for local U.S. TV station ad buying and selling at the same time as the integration of broadband-only homes into Nielsen local TV measurement.
- While time spent expanded 0.5% to 2.86 hours weekly, U.S. out-of-home ad spending fell 21.1% to $8.73 billion.
- Despite heavy Nielsen spin -- on- and off-the-record as well as to its investors -- that accreditation of its ratings services doesn't actually matter, the consensus among some of its biggest customers is that the credibility of its services have been tarnished by the Media Rating Council's suspension of both its national and local services.
- While only 5% of local advertisers believe they have become "over-reliant" on digital, three times as many local agency execs believe their clients have.
- Digital media -- especially social and paid search -- dominate local advertisers' media mix, according to a Borrell survey of 2,811 local advertiser media buyers released today. Those also are the media local advertisers say they are boosting spending for this year. Local TV advertising, both broadcast and cable TV, remain the largest average annual local ad budgets at $111,300 and $48,000, respectively (see table at bottom).
- Advertisers must protect their investments and hold partners accountable to the deals that were made. Here are a few things to keep in mind.
- Evidence is mounting that the global ad economy -- at least in the Western World -- is shifting from recovery to expansion, and maybe even a boom. New data shows the major English-speaking markets expanded 25% in the first half and 52% in Q2.
- Nielsen has had other longstanding issues with marketers and media, such as measuring the full impact of cross-platforms' media impressions and associated advertising data.
- Comscore's net loss widened from $10.4 million in the prior-year quarter to $18.5 million.
- National TV ad minutes per hour grew by 6% in Q2 this year over the year before --- the sharpest quarterly spike in years -- partly due to "a more normalized schedule," the report says, coming out of the pandemic period where advertisers were cancelling or shifting media buys to other periods. But systemic low viewership issues were also a factor.
- The word "agency" is the most seminal term on Madison Avenue, but now one of the industry's biggest predicts the future will be all about "free agency."
- Only 14% of ad execs believe the industry's standard for handling media payment risk -- so-called "sequential liability" -- is the way to handle responsibility for media when a client defaults or declares bankruptcy.
- The U.S. ad economy continues to rebound from the COVID-19 recession, but the rate of expansion began to temper in June, according to the latest data from Standard Media Index.
- Marketing budgets as a percentage of revenue fell to their lowest level in recent history, as CMOs continue to reprioritize channels, programs and resources.
- Fox Corp. has now finished its upfront deals at "unprecedented" business revenue levels, with 20% gains in cost-per-thousand viewer pricing for its linear TV business and higher overall revenues, similar to other network groups.
