Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "advertising"
- For many consumers, having a more primary service for the bulk of their TV needs is a good deal.
- Here is what marketers need to know about mobile performance -- and who to contact during my two weeks off after surgery, through Dec. 3.
- Smaller ad categories continue to fuel the expansion, while two of the biggest -- auto and CPG -- experienced double-digit declines.
- Bias has become a challenge of technology. Consumers and policymakers have concerns about how AI, machine learning and the bias in algorithms might impact society.
- Roku is expected to see $7.5 billion in revenues in 2025, which is 17% lower than its earlier projections, according to MoffettNathanson.
- Pinterest on Tuesday began demonstrating its technology strengths with the announcement of an in-house experimental products team it calls TwoTwenty.
- Surprisingly, even shows with ads based on search histories got high satisfaction ratings from 56%--although it's unclear how ratings for shows with no ads would compare.
- Hulu is forecast to hit $3.13 billion in 2021, with YouTube at $2.54 billion and Roku at $1.58 billion, according to eMarketer.
- A third of social media users engage with organic content from brands regularly by clicking on ads, visiting a brand's site or purchasing products. Not all sites perform the same, according to Model B, a tech company with roots in AI, and Opinium, a New York-based agency.
- Radio will see the biggest swing in ad prices this year as more people commute to work, lifting demand for drive-time dayparts. Radio will see gains of about 4% in 2021, ECI estimates.
- 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.
- This year’s World Series was notable for allowing stadiums to fill up with baseball fans versus last year’s limitations on attendance, given the pandemic. TV viewership improved to an average of 11.74 million viewers a game, a 20% gain from last year’s average of 9.7 million, which was an all-time low. The championship was decided in six games both years, making comparisons in ad airings more direct. Fast-food companies this year showed the most commercials during the games, with almost 8,800 airings, according to analytics firm AdImpact. Those restaurant brands collectively nudged the automotive category out of the top spot, likely a reflection of bottlenecks in supply chains that prevented carmakers from obtaining semiconductors to completely assemble vehicles. The restaurant category was buoyed by Taco Bell, which for the 10th year in a row ran its “Steal a Base, Steal a Taco” promotion. The campaign offered free tacos in the event that any player stole a base during the series. However, job search site Indeed.com ran the most ads during the series, showing that many employers are still struggling to fill millions of job openings amid the “Great Resignation.”
- While missed ad opportunities and ad start times declined, buffering and picture quality worsened somewhat in the quarter.
- With 75% of all consumers watching videos on mute throughout the day, captions have become an integral part of processing video content across all platforms -- TV, movies and mobile.
- Criteo on Wednesday reported that Q3 revenue 2021 grew 13% year-over-year to $211 million, excluding traffic acquisition costs. The company beat consensus by $595 million, and guided Q4 2021 revenue above analysts' estimates.
- The pandemic led to a significant shift in people’s media consumption habits. They spent more time at home and stayed in touch with each other through mobile devices and social media. Time spent with technology and media surged by 6.1% to an average of 13 hours and 11 minutes a day in 2020, according to a report by Activate Consulting. The firm estimates total time spent with media and technology will expand by about 0.4% a year until 2025 amid continued shifts in consumption habits. Gaming will drive the growth at 2.8% a year, followed by more time with audio, with a 1.1% annual gain and messaging and social media at 0.4%. The expansion of those segments will lead to less time spent with video, which will contract by about 0.7% a year until 2025. People also will spend less time doing other media activities, such as browsing websites, reading and attending live events, according to the forecast.
- MoffettNathanson estimates Q4 TV advertising will be down 1% versus the same period a year ago, largely due to slower scatter TV advertising sales.
- The pilot will test various approaches to the use of Virtual ID (VID) for television, with the goal of identifying the most accurate model for ad-campaign reach and frequency metrics.
- The MRC Wednesday disclosed new milestones in the evolution of ad and media measurement standards, including the role of algorithms and the status of outcome measurement.
- 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.
- Kroger Precision Marketing on Wednesday announced the launch of a private programmatic ad marketplace that enables agencies and brands to reach consumers through Kroger's audience data and preferred ad-buying platform.
- The ad industry has realized that "device metrics" that were proxies for attention and standards like viewability do not necessarily equate to a true "opportunity to see," according to Joanne Leong, vp, global media partnerships, dentsu international.
- Thanks to wider use of sophisticated brand suitability and risk prevention strategies, brand risk for desktop display campaigns dropped by 2.4 points in the U.S. in the period.
- Centro rebranded to Basis Technologies on Friday, and next week will add research and benchmarking tools to its automated software offering for enterprise marketers.
- An Ipsos study, however, shows ad exec trust ranks lower among U.S. consumers than worldwide.
- 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 COVID-19 pandemic led more U.S. consumers to spend time playing video games to help occupy their time during restrictions on public gatherings. About one-third (36%) of people ages 13 to 74 said they play video games on consoles such as the Sony Playstation or Microsoft Xbox, according to a study by Hub Entertainment Research. Among those console gamers, 51% said they play every day -- up from 39% two years ago. Gaming is popular among male teens and younger men who are more difficult to reach through traditional linear television. About 70% of men under age 35 play console games, compared with 50% of women in the same age group. Gamers also have become more tolerant of in-game advertising, such as branded downloadable content (DLC). Some 70% of regular console gamers play with branded in-game content, up from 61% two years ago. Among those who see in-game ads, 44% said they prefer them to regular commercials, while 72% said the branded content makes games more fun to play.
- GoodRx jointly sponsored NASCAR driver Will Rodgers, with a pharma manufacturer, creating a campaign focused on racing to cure Hepatitis C.
