Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "advertising"
- MoffettNathanson Research projects that the major four U.S. broadcast networks will sink 2% to $14.7 billion, with national cable networks 0.5% lower, to $28.8 billion this year.
- Baird Capital Analysts late Tuesday lowered stock estimates for a majority of Internet companies the group covers to reflect the impact from a possible mild recession.
- Research released from The Advertising Coalition and conducted by IHS Markit on Wednesday finds that advertising generated $7.1 trillion in sales in 2021, and it supported 28.5 million U.S. jobs.
- Kids believe their generation has a much clearer understanding of gender compared to older generations, with 80% of kids and teens trusting people their age to understand who they are and their gender, including how to articulate and express it. It has begun to surface in search results. The outcome will create challenges if not faced now.
- Signaling a wider macro-view of a possible slowdown in advertising, traditional TV-based media companies' stock prices declined sharply after Snap said on Tuesday it is seeing a sharp deceleration of its digital ad revenues. MoffettNathanson Research senior research analyst/co-founder Michael Nathanson says there are some concerns that Q2 may end a bit soft. Many companies sank to new 52-week lows.
- Conservative-leaning TV news stations and networks are coming clean with how they feel about the monetization of news as billions of political ad dollars -- destined to hit record amounts this year -- are poured into TV stations.
- 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.
- Brian O'Kelley, CEO and co-founder of Scope3, credited with the invention of programmatic advertising and the ad exchange, said about 3% or 4% of all energy use in the world powers the internet. And all those emissions are funded by advertising.
- Specifically, 41% of consumers said they initiated an online search after seeing an out-of-home ad vs. 45% who said they did so after seeing a TV spot.
- Dstillery last week launched ID-free AI for cookieless ad targeting. The company will soon introduce a new version for health care.
- As U.S. workers settle back into a hybrid work model, two commuter studies examine the impact of digital-out-of-home screens on consumer perception.
- A new study of hundreds of ad execs finds they prefer targeting consumers in "laid-back" couch potato mode, versus the "lean-forward" orientation digital media was supposed to deliver.
- More than half of U.S. consumers said television affects their conversations about politics, more than any other medium.
- Smarter search optimization and tactics can sell items in stock, according to Lucidworks' data. Mismatched recommendations aren't the only reason shoppers leave the site without making a purchase. Some 15% of shoppers said they usually end up on a "no results" page when an item they look for is out of stock, rather than the site making a recommendation.
- The genre's growth depends on developers closing a critical gap between experienced advertisers that prove full-funnel effectiveness and novices that see only another channel for brand awareness. Gaming isn't an activity -- it's a lifestyle and an identity.
- U.S. AVOD revenue generated by series and features will grow by $19 billion, to $31 billion by 2027, remaining the country with the largest share by far.
- The study comes as a perfect storm of developments have led up to a Babel-like 2022-23 upfront marketplace, in which a variety of "alternate" and unaccredited currencies are expected to be used.
- KERV Interactive COO Marika Roque describes the reasons that advertisers are tied into programmatic buying, the best channels that work with CTV, how search can support CTV campaigns, and the promise of shoppable ads.
- Legacy TV has seen higher "effective" cost-per-thousand prices for deals in the TV upfront ad markets over the last three TV seasons, according to Standard Media Index -- but with lower total upfront ad spend in key dayparts. The current TV season is now averaging $55,000 for a 30-second commercial unit, down from $59,000 from the previous TV season (2020-2021).
- Brands should consider using ads that appear in video content, rather than during a break in content, when advertising on CTV, a study by MAGNA Media Trials and GumGum finds. The companies believe this method captures the attention of consumers with fewer commercials
- The Advertiser Perceptions survey, released by the IAB this morning, shows ad execs are most optimistic about CTV due to the deprecation of cookies and mobile IDs.
- When including all media platforms -- local broadcast, local cable/satellite, radio, digital and OTT -- Kantar projects political advertising could total $8.0 billion this year -- up from $7.8 billion in an August 2021 projection.
- Total Q1 national TV linear advertising was up 4.7% to $9.1 billion, but without the Olympics, national TV had a 2.6% drop, while total national TV viewing sank 5% to 2.89 billion minutes, a MoffettNathanson report finds. In better news, AVOD services were up 63% to $1.9 billion in ad revenue.
- The report estimates average time spent per day in 2022 for CTV to be 1 hour/44 minutes, with linear TV at 3 hours/2 minutes, according to eMarketer January 2022 data. The IAB survey says 73% of buyers are expected to shift their media spend from linear TV to support their increase in CTV and OTT ad spend.
- Twitter pulls in around $5 billion in ad spending per year. Who might benefit more directly from these abandoned dollars? TV networks.
- A study released by Apple and conducted by a professor at Columbia Business School looks to change perceptions that have circulated about the impact of Apple's App Tracking Transparency. For instance, Apple argues that its first-party Search Ads business "grew for a variety of reasons unrelated to ATT, and that it does not affect the apps' ability to collect and use first-party data.
- "This is about us providing more granular data that's available to help lean into the MMM models that CPGs and retail advertisers have leaned into during the past few years," said Asaf Davidov, director, head of ad measurement and research at Roku.
- Through the partnership, Tinuiti will gain access to the full suite of Snapchat's audience, products, and services, with the goal to drive performance business results.
- Many people working from home find their work and personal lives are intertwined -- a trend Microsoft says accelerated during the pandemic, creating a new type of buyer, or persona it calls "the workday consumer."
- Shimmel says the industry has faced challenges "trying to forecast, using a Nielsen data set and Nielsen panel size that was too small to reflect the fragmentation of the industry."
