Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "advertising"
- Google has added general availability for 2.5 Flash and Pro and is bringing custom versions into Search. Features such as reasoning and calculating tasks and costs will be important to marketers and developers using these platforms.
- How much will generative AI-based ads, creative, and tools increase revenue for platforms, brands, agencies and publishers? New Street Research models trends and numbers to provide the outcome.
- The official start of the fall television season is still about four months away. But for insiders at media companies, agencies, and advertisers (as well as television analysts like me), the upfront season has placed thoughts of September squarely into May and June. Of course, in today's video world, the very notion of a fall TV season is antiquated. Only the broadcast networks still adhere to seasons that begin in September and end in April or May (and promote "fall finales" like they're special episodes). Cable series tend to premiere throughout the year, and streaming platforms debut new shows and new seasons whenever they happen to be ready, which is not always in the same month as the previous season (and viewers often have to wait more than a year for the next installment).
- Retail brands are moving aggressively toward digital channels, while tech and finance firms are doubling down on performance marketing.
- OpenAI's latest ChatGPT model disobeyed human instructions to shut down during a test by researchers, and I wondered "what if" AI refused to alter ad campaigns based on data the models believed could produce better results.
- A Nielsen marketing survey finds 42.4% of ad-supported viewing time is now on streaming platforms, with ad spend estimated to increase 25% this year to over $20 billion.
- The consortium, intended to facilitate the creation of search engines and reduce reliance on Google and Bing, is made up of 14 partners from seven European countries.
- New Street Research modeled Netflix's fill rate at around 45% for 2025 - expected to rise to 70% in 2026 and 90% in 2027. "At that point it slows to modest annual increases, eventually reaching 95% in 2030."
- The lawsuit follows a comprehensive analysis by the Media Rating Council asserting that Adalytics reports failed to understand how the ad industry filters fraudulent ad traffic.
- One year after Google released AI Overviews, BrightEdge published data showing total search impressions rose more than 49%, highlighting a dramatic shift in how people seek and find information.
- When Presearch couldn't guarantee user privacy with known ad units, the decentralized engine designed a takeover ad to give advertisers insights on impressions, clickthrough rates, device types and geography.
- Research from Stagwell's Harris Poll and Eyeo finds that three quarters or more of those surveyed feel frustrated with intrusive online advertising.
- AI, online ad serving, media buying, and search require a substantial amount of energy that companies have been trying to figure out how to support. Google's agreement with nuclear developer Elementl Power will help to develop three project sites for advanced reactors.
- Reference points line up everything. It is impossible to assess our situations in the world in the absolute. We need reference points: something against which we can compare our situations to see if they're good or bad, worse or better, proper or improper.
- The new "no social socials" campaign from Publicis' LePub is inspired by new research revealing the average adult is stuck six hours daily scrolling on their phone.
- Analysts have begun lowering ecommerce and paid-media industry forecasts as tariff policies persist and consumer sentiment continues to fall. U.S. ecommerce growth for 2025 is now projected at 4.5%, down from 7.5% -- and globally, excluding China, dropping to 6.5% from 9%.
- For the first three months of this year, total national TV cable revenues are estimated to have fallen 9.2%, with $3.4 billion and broadcast networks sinking 4.6% to $3.3 billion.
- A survey by iSpot finds 16% of advertisers believe there will be declines in their budgets (1% to 49%), and 27% will see gains (1% to 49%) - while just 1% see their budgets climbing by 50% or more.
- Alarmingly, the drop is most pronounced among Democrats, not Republicans, suggesting some kind of "information malaise" is setting in. Either that, or the party needs to reset itself fast.
- While the analysis focused on detecting bots when ads were served, the ad industry's standard is to filter them after the fact, for important reasons Adalytics did not take into account.
- Generative AI digital customer experiences are promising, but hallucinations remain a challenge with 49% of customers in a survey experiencing AI hallucinations leading to widespread skepticism about the tech.
- Brands remain determined to increase influencer marketing spend, according to a survey from the World Federation of Advertisers. The influencer marketing industry has grown over $22 billion since 2016 -- rising from $1.7 billion to $24 billion in 2024, based on reports by Sprout Social.
- The study is expected to presume the marketplace will consolidate from a multitude of contenders to two recognized ad "currencies," which is consistent with the history of the ad industry.
- ANA-owned Aquila has signed a contract making Comscore the source of the TV audience data component of its cross-media measurement service.
- The announcement was timed to Stagwell's second annual Future of News UK summit today. The company also released a new study revealing EMEA CEOs and Board Directors view news as a key medium to reach stakeholders.
- In the U.S./Canada market - Netflix's biggest - it estimates 2025 ad revenue will be $2.3 billion from 24.4 million ad-tier subscribers.
- A Madison & Wall meta analysis concludes that utilizing AI to integrate creative and media to optimize impact is probably the best advertising strategy.
- Campaigns that succeed in 2025 will come from advertisers that recognize the data is about permanent shifts in how media is consumed, not just election trends, according to LoopMe head of political Robin Porter.
- Founded on the spirit of 1776, America's constitutional republic was not built for the dispiriting reality of today, especially government and corporate control of an increasingly marginalized free press.
- There's a shared preference for ads that offer immediate value and personalized suggestions, regardless of generational differences.
