Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "events"
- The focus on media currencies continued on Day Two of the ARF Audience X Science conference in New York City Wednesday with the divide between Google's YouTube and the major broadcasters becoming evident.
- How do you NOT get to Carnegie Hall, if you're Paramount's upfront pitch team? You practice dining, dining, dining!
- Slightly fewer marketers are planning for virtual events, while hybrid events hold steady.
- Looking at media channels as a whole, sponsored events are the big winners in Kantar's latest media brand equity and ad-spend outlook study.
- 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.
- Marketing budgets climbed to 9.5% of total company revenue in 2022 -- up from 6.4% in 2021, but down from 11% in 2020 and 10.5% in 2019, according to Gartner.
- People who are familiar with the term "metaverse" tend to be more amenable to the idea of experiencing virtual events.
- The final day of the ARF conference highlighted the meaninglessness of audience "impressions," as well as nebulous terms like "watching," "viewing," etc.
- More than half of marketing directors in the U.S. and U.K. said a shortage of technical skills among recruits is one of their biggest challenges.
- Higher percentages report paying more attention to streamed ads than ads on traditional cable or satellite, in a survey conducted for TransUnion.
- Consumers were more likely to open emails related to public events than those offering discounts. Personal-care brands in 2021 shifted the landing pages for their display ads, directing an even bigger share of web visitors to Target than to Amazon for fulfillment.
- It's the bandwidth, stupid.
- Sellers also value trade shows, but tend to underestimate their role in creating a trusted relationship with buyers, a study finds.
- The second day of the ARF conference opened with P&G's Marc Pritchard offering "cornerstones" needed to address the gordian knot of crossmedia measurement -- and other advertising concerns -- with a call-to-action for constructive disruption.
- Researcher Ipsos says "recency bias" is a factor, but notes the significance of 9/11's endurance among consumers.
- 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).
- When customers can't come to the mall, Mall of America is bringing the mall experience to them. Using a QVC TV shopping model with its retail tenants, MoA went livestream with major brands like Crayola last year. The live interactivity, planned shopping events and features (think Santa via ZOOM) explored new ways of experiencing the mall ritual.
- Despite this year's absence of a physical advertising schmoozefest, it generated half its revenues from industry benchmarking.
- Despite some big question marks about attendance, fan enthusiasm and athletic performance for the Tokyo Summer Olympic Games, Kantar on Thursday forecast it will set a new record for U.S. TV ad sales at $2.25 billion.
- After spending last week covering the Cannes Lions awards, I can tell you one of the festival's biggest winners went unannounced: the COVID-19 pandemic.
- The Market Research Council (MRC) Thursday will induct two journeyed marketing and media research leaders -- J. Walker Smith and Norman Hecht -- during its annual Hall of Fame awards Thursday evening.
- Bud Light's Director of Sports Marketing talks esports opportunities for brands, Bud Light's own strategic approach and how (and how not) to suit up for the virtual game.
- During Hall's more than 12 years at Microsoft, the company has won 11 Lions. She is probably one of the humblest ad execs you'll meet, even after Cannes Lion announced it will award her group this year's Creative Marketer of the Year award in June.
- Did today's Nielsen-sponsored streaming summit miss the real opportunity for industry leaders and Nielsen to drive meaningful cross-"media" measurement that begs for a solution?
- By at least one important measure -- their plans to attend in-person industry events -- the sentiment of U.S. ad execs has improved markedly over the past couple of months.
- By one important measure -- the premium advertisers pay to buy short-term scatter advertising vs. what they paid in the upfront -- demand for network advertising inventory appears to have rebounded.
- As a QSR brand, White Castle was at the forefront of using social media to promote their restaurants, but they didn't stop there. The family owned company also extended its social prowess to their CPG side of business. So when COVID hit, White Castle was well positioned to ride out the storm. Selecting influencers, creative concepts, personas, PR- - its marketing team flipped the traditional media mix to elevate and leverage their message well beyond social.
- How does a new film attract the attention of moviegoers when it's competing with a franchise that garnered more than one BILLION dollars at the box office? Lionsgate Films had to contend with just that when they released their murder mystery "Knives Out" on the same Thanksgiving weekend as "Frozen 2". Not only that, they're also both family-friendly films competing for much of the same audience. Their solution? A "gamified transmedia" experience. In partnership with AvatarLabs, Lionsgate created puzzles for fans to solve using the "Knives Out" marketing materials; including its trailer, posters and red carpet events. Each puzzle was coordinated with the film's paid creative, where participants could find clues to the mysteries. Each solved mystery earned entry into the $250,000 grand prize sweepstakes. To kick off the promotion they scripted a custom shot trailer with talent, created an Instagram story and launched an interactive campaign hub that drove fans to every element of the larger marketing campaign. For maximum impact, they ran instant-win prizes to further incentivize people to enter. They offered an array of puzzles and difficulty levels to engage with a broader audience through a variety of touch points and platforms, while also leveraging publicity opportunities for cast participation.
- Kantar said 96 commercial spots aired in the game, for a record 57 total minutes. Automotive was again the top spender overall at $75 million, for a 14% share, followed by premium TV and video streaming services marketers with an 11% share and $57 million in total spending. ViacomCBS's Paramount+ was the most prominent brand overall.
- "We have a fire under us that needs to be addressed," Essence Global Chief Media Officer Adam Gerber warned.
