Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "content"
- The 13- to-54-year-old demo spent 46% of their time watching sports on a TV set, according to a survey from Disney Ad Sales.
- More than half of marketers said their audiences tend to engage more with UGC than branded content.
- Podcasts and video are on the rise, and supplier websites are deemed the most valuable information sources, TREW Marketing and GlobalSpec report.
- Accurate portrayals of historically excluded or marginalized people makes shows more engaging.
- Brands that advertise next to positive articles about environmental issues are more likely to be perceived as eco-friendly.
- Although commercial and public service broadcasters' content spend remained below 2019 levels, SVODs upped their spend by 20% vs. 2020 and 50% versus 2019.
- Comcast and Disney spend the most on content, including scripted content and live sports.
- BrightEdge, known for its SEO focus, on Monday released insights on Black Friday and Cyber Monday trends, how Google searches changed on these shopping days, and what marketers can expect in 2022.
- Pinterest on Tuesday began demonstrating its technology strengths with the announcement of an in-house experimental products team it calls TwoTwenty.
- Soccer-related content was most popular, driving 74% of website visits during the third quarter.
- Consumers have mixed attitudes about online advertising, with many people expressing concerns about privacy. More than two-thirds (69%) of people worldwide said they’re happy to see advertising if they get access to free news content, according to a survey by browser developer Opera and Eyeo, which makes Adblock Plus software. Though many consumers see value in online advertising, 48% of survey respondents said they were annoyed by retargeting that makes them feel as if they’re being followed around the internet. Eyeo and Opera surveyed more than 2,500 global internet users about their attitudes toward the browsing experience. Online audience tracking is expected to become more difficult as technology companies give consumers more tools to protect their privacy. Apple in 2020 blocked third-party cookies in its Safari web browser, while Google has delayed plans to end support for the tracking technology until 2023. Consumers also are ambivalent about ad cookies, with 39% saying they find constant advertising cookie consent requests irritating, while 35% said they recognize the role of cookies in the browsing experience and are happy to accept them.
- What do you do if your company is being described as "stodgy" by Millennials? How do you attract a younger audience without alienating your Gen X and successful Boomer clients? That's what Windermere Real Estate was facing. With a nearly 50 year legacy and flashy brands like Zillow and Redfin invading their space, Windermere needed to step up their game. Easier said than done when your budget is limited, and you're up against VC-backed and publicly traded companies with plenty of money to spend. So they needed to get creative and find a space where they could stand out. That space was Spotify. The music platform, a favorite among Millennials, gave Windermere the space to create their own branded station with home-themed playlists that could appeal to all generations. Spotify also provided branded QR codes to directly engage consumers with Windermere's station in an off-line environment, i.e. OOH, business cards and TV ads. Since launching their branded station, Windermere has earned more than 100K monthly active users and seen an 18% increase in direct traffic to their website. Spotify now plays an integral role in Windermere's media strategy.
- Former Facebook employee Frances Haugen blasted the company's practices at a Senate hearing on Tuesday, stating that the social networking service repeatedly chose profits over users' safety.
- That's why predominantly vertical ad-supported streamers like Crackle have been pushing to broaden their offerings.
- GoodRx launched GoodRx Health on Thursday to provide research-based answers to vital health questions.
- Social media is the top-cited source by those 18-34, but not by adults overall, a Conviva survey finds.
- YouTube is experimenting with a feature that brings some website links and other formats from Google Search into its search results. The test is running on mobile devices in India and Indonesia, but additional countries may be added to the roaster based on user feedback.
- Thanks to White Castle's QSR roots, social media has long been a significant part of their grocery division's marketing mix. CMO Lynn Blashford talks strategy, and how not only the channel, but the content, plays a crucial role in expanding audience reach to younger consumers. She also shares how embracing the fight against social injustice opened doors for the family-owned brand.
- In this week's analysis of Bombora's Company Surge data, "real-time personalization," "brand voice," and "content personalization" were among the top five trending topics among the MediaPost 500.
- When Wakefern Food Corp. set out to redefine their Own Brands, they went to their consumer - and let insights drive every step of the process. From brand positioning to packaging design to brand activation, Wakefern treated the launch of Paperbird with the same respect as a best in class CPG brand. Laura Kind, VP of Brand Strategy, shares how her team translated the consumer emotion around messes into highly relatable Paperbird brand work.
- Cadillac skews more heavy to multicultural buyers than other brands, so a lot of its overall marketing plan has that emphasis. The brand's partnership with Regina King, Diddy and Spike Lee give a clear indication of how important it is for the brand to connect authentically with multicultural customers. Not everyone can hire a-list stars and give Diddy a car but there are key takeaways that Alexis Kerr, head of multicultural marketing at Cadillac, shares to help other brands activate on a smaller scale.
- The sheltering-at-home lifestyle saw consumers watching more video than ever before, including expanding their viewing habits to new platforms like TikTok. Direct-to-consumer contact lens brand, Hubble Contacts, decided they didn't want to be beholding to just FaceBook and took advantage of the new trend. Hubble's Senior Marketing & Creative Director, Dan Rosen, shares how he tested the short-form mobile video platform and discovered a new audience, success and scale.
- 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.
- In 2020, live cable TV viewing grew 20% among all cable networks, largely due to sharply increasing news coverage. But long-term ad concerns remain for cable networks, says one analyst.
- "It's Amazon's world, and other rights holders are living in it," GroupM Business Intelligence Global President Brian Wieser wrote in an analysis of the new NFL rights deals he sent over the weekend.
- The traditional ad value exchange -- trading free, ad-supported content for consumer attention -- is no longer good enough, concludes a new IAB/PwC report being released today.
- There is apparently no standard for how prime-time series handle the Coronavirus pandemic. Many incorporate it into their storylines, while others touch on it briefly and then move on to an unspecified near-future time after the virus. For those that are existing in the time of COVID, there is one disturbing and baffling detail. In virtually every series, the main characters put on their masks to go outside, but as soon as they go inside, whether to a workplace or other venue, they take off their masks -- despite being in close quarters to multiple people with whom they obviously don't live. This, of course, is the opposite of CDC guidelines, not to mention common sense.
- As 2020 comes to an end, will next year return to a more balanced sense of reality? You know, one based on facts, not divisive demagoguery?
- SEMrush's report analyzes data on Google, Twitter and other platforms as well as visits, backlinks and social shares and the correlation between metrics and elements such as text length, headlines, structure, the presence of visuals, the price of terms and the perfect length for descriptions.
- Microsoft's partnership with the AI Foundation makes the tools available to organizations involved in the news process and political campaigns.
