Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "advertising"
- The ARF said the atlas is part of its ongoing "attention validation initiative," and a preliminary version will be released in late April.
- Just weeks after pulling its massive media account from long-time agency Horizon, new data reveals that GEICO has become a lot less massive as an insurance category advertiser. So have its peers.
- Mobile marketing platform AppsFlyer this week named Andreas Naumann its -- and likely the ad industry's -- first anti-fraud evangelist. In this Q&A, he explains why mobile has become the biggest vector for fraud and why the ad industry has taken its eyes off the ball.
- "My feeling is it's a blip and we'll see that stabilize in the next wave," predicts Advertiser Perceptions' Sarah Bolton, who has been tracking ad exec concerns about trust in advertising and misinformation.
- Netflix will reach 10 million ad-supported subscribers globally by the end of this year, with about 30% in the U.S./Canada, according to MoffettNathanson Research. Previously, the research company estimated a total of 24 million global ad-supported subscribers.
- A new survey shows Peacock and Apple TV+ rank low in subscriber perceptions of how "essential" various premium streamers are, while monthly consumer spend on SVODs has plateaued.
- Economic uncertainty has made investment flexibility and ROI bigger priorities than ever, confirms an Advertiser Perceptions buyer survey.
- While measurement still needs work, gaming ads are no longer too costly, brand-risky, unscalable or limited in full-funnel effectiveness, according to an IAB report.
- As Fox Advertising Sales' first EVP, chief ad research and analytics officer, Mazumdar will oversee sports, entertainment, news and streaming areas for Fox and bild data- and audience-based sales strategy which will "holistically link the platforms, while maintaining each platform's unique brand." Mazumdar will report to Marianne Gambelli, ad sales president of Fox Corp.
- TV stations and other platforms have "less and less quality programming, as legacy media companies now launch all their new shows direct to streaming," says Richard Greenfield, media analyst at Lightshed Partners.
- Basis Technologies, provider of cloud-based workflow automation and business intelligence, has now been added to the list of ad-tech companies laying off employees.
- Three of the top spots for online engagement for this year's Super Bowl went to pure entertainment marketers. The ad for Warner Bros.' upcoming film "The Flash" led with a 2,373 engagement index, according to EDO Ad EnGage -- which means it was 24x more effective than the median Super Bowl LVII ad.
- Watching football brings people together, even when they don't enjoy other activities with their friends and families.
- About four out of five of U.S. television viewers said they like enhanced ads overall.
- BeatSting is costing advertisers up to $1 million per month by creating fraudulent inventory that allows fraudsters to siphon money from legitimate audio channels and apps.
- Full-year 2023 is projected to see ad-revenue results for major TV-based companies similar to 2022. Total domestic D2C streaming/virtual ad platforms are projected to rise 6.1% in Q4, while digital media ad results are virtually on par with TV -- anticipating just 0.8% growth. MoffettNathanson says in a report released Thursday: "It's the lowest level of growth we've seen since the Covid-impacted quarter of 2Q 2022."
- No, not that kind of "short," but the kind of short-form video ad formats popularized by TikTok and gaining traction with YouTube and Meta, GroupM and Horizon execs tell Wall Street analysts.
- Digital versus traditional media? It's not either or. Look for a continued synthesis of both areas.
- A MediaPost analysis of unweighted monthly Standard Media Index data, shows U.S. ad spending rising little more than 3% last year, far less than the agency holding company forecast consensus of nearly 10%.
- Marketers can't afford to wait to get Amazon and retail media right. Here are three steps they need to take now.
- "Ad environments that fall into grey areas require careful judgment calls be made by brands and their agencies," notes Joshua Lowcock, global chief media officer at UM.
- 70% went to digital channels, up from 54% in 2021, reports MediaRadar.
- The ANA, 4As, CIMM study comes days after the networks announced a media-owner committee to set new currencies, and concludes sellers have been aggressively working with individual agencies.
- Nearly 18% of local media buyers say they anticipate cutting back on legacy TV, followed by newspapers with 17%, magazine media buying at 15% and radio at 14%.
- This most likely is the most anticlimactic Agency of The Year award profile I will ever write. That's because I called GroupM as our probable holding company-level entity of the year at the mid-year mark back in July, based on what it had already accomplished by that point. I added that it was GroupM's to lose, and challenged its peers to step up and prove me wrong.
- NBCU saw an opportunity for an inflection point in 2022 and executed what is probably the best sell-side research and marketing effort to restructure the TV ad marketplace since Turner's Media at the Millennium shifted billions of dollars from broadcast to cable.
- Fabre-Hernoux says privileged access to the inside thinking about and application of some of the most powerful consumer data insights in the world prepared her to innovate the way Wavemaker and parent GroupM handle it.
- Reddit wants to help brands predict the future - for example, when a restaurant should offer lab-grown food, or a beauty brand should offer DNA-based skincare treatments or DNA-personalized vitamins.
- Data will take priority for nearly all enterprises in 2023, according to research from Tamr and Propeller Insights on top data challenges impacting business productivity and competitiveness in the market.
- Building and executing campaigns rooted in proven results can present limitations in testing new opportunities and unlocking potential. When every ad dollar spent must prove its value, drawing meaningful insights that create scalable opportunity with confidence is critical. Butler/Till's Channel Director of Media, Gina Whelehan, will share how she and her team embarked on the advanced TV journey with their client and successfully built out a diversified video mix.
