Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "content"
- Facebook's Q3 Widely Viewed Content Report shows just one in the top 20 posts qualified as engagement bait, vs.100% a year earlier. For the first time since the report has been produced, none of the top 20 posts violated platform rules. The Widely Viewed Content Report aims to provide transparency and context about what people see on Facebook by sharing the most-viewed domains, links, Pages and posts for a given quarter on Feed in the United States.
- If more "unfiltered," unverifiable content continues to float around news digital platforms, there is inherent danger for the advertising brands backing that content.
- Netflix is moving its premium brand into the ad-supported world -- and that could mean trouble, says Jeffrey Wlodarczak, principal/senior analyst of Pivotal Research Group. It could cheapen the brand.
- Netflix's $23 billion in TV production commitments is based on higher levels of subscriber growth and could spell trouble for the streamer in the near term, says Pivotal Research Group.
- More than half of marketing decision-makers said social media content is valuable, though there are differences in individual industries.
- Think positive. Stay calm. Be happy. That's how Pinterest wants its creators to think and feel.
- Interactive email is rated the most effective channel in driving engagement, Ascend2 reports.
- The increasingly fragmented streaming environment has accelerated an already serious problem.
- TV content consumers seek not only ease of operations, but perhaps just a single TV source/access point. Can streamers really be everything to everyone? Probably not.
- Sometimes bigger is not better, especially when making smarter use of social amplification. For its Tiny Desk Contest, a small cadre of content creators was recruited to drive views and engagement for the NPR Music project on behalf of a major corporate sponsor. NPR's VP of Sponsorship Marketing, Lamar Johnson, explores the ROI for this use of content creators vs. paid amplification and the tactics for sponsor integration and amplification that helped the program perform far beyond projections.
- Almost three-quarters of Canadian TV viewers ages 18 to 29 say they watch content on their mobile phones.
- The index is a collaboration of misinformation ratings service NewsGuard, and Pulsar, a research company utilizing proprietary methods analyzing the type of content brands show up in.
- Evolving from a product to a brand at speed through digital content. Super Coffee's Senior Manager of Content and Influencer Marketing, Hilary Lemonick, shares how the healthy coffee brand doubled its email and social media engagement rate in less than 6 months.
- Few buying team members fill out forms. The trick is to focus on anonymous researchers and their intent signals, 6sense says.
- Ok, so you landed a deal to extend your media brand into an OTT streaming series on Amazon Prime. Now what? AstroStyle's CEO, Ophira Edut, shares her experience creating and filming "Cosmic Love," a Bachelor-meets-astrology reality dating show debuting on Amazon Prime in August 2022. How can publishers monetize these deals most effectively and even transform their content from informational to experiential media in newer Web3 formats?
- As the 90-year-old Krystal restaurant brand looked to appeal to younger demos, the marketing team focused on college towns and some of their strongest influencers - star athletes. Executing on this smart plan took more than posing Quarterbacks with store owners. Krystal Restaurants' Director of Marketing, Kaitlin Stoehr, shares what the company learned about crafting local campaigns around recruiting this special class of social influencers, creating authentic live engagements, and then amplifying this content effectively in the community.
- Brands that promote their loyalty programs on social media likely will encourage more interactions with customers.
- Polewarczyk joins PathFactory from Forrester, where she led B2B content research.
- While Gen Z spends more time on social media than ever before (51% on IG weekly, 48% on TikTok, 37% on Snapchat) and less (15%) watching cable weekly or more, marketers need to rethink their video ad dollars. Meanwhile, Millennials are still more likely to say they've watched a TV series (69%) and movies (70%) in the last week than social media videos (58%). At MediaPost's TV & Video Insider Summit, media agency Good Apple's VP, Media, Hyun Lee-Mill, shares their recent tests that identified the most effective ways to balance social media video and CTV spend. How do we optimize across the current menu of video options?
- A Horowitz Research October study of Gen Z shows that 45% still watch live TV regularly. It also shows that 78% are streaming TV content regularly.
- Some 80% of people say they are more open to advertising or branded content when a piece of content is relevant to them, while about 88% of people say YouTube helps them expand their perspectives or ways of thinking.
- 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.
- Well-researched content improves the likelihood that a purchasing manager will take a sales call from a vendor.
- The Entertainment on Demand division foresaw a Q1 decline in penetration for Netflix, and lays out the reasons for an overall flattening of SVOD growth.
- Combined revenue for Warner Bros. Discovery is estimated to be $49.8 billion this year -- meaning it will slot in below Walt Disney's $67.4 billion and above Paramount Global's $28.6 billion. But revenues alone won't be enough to really compete with Netflix, analysts say, in terms of subscribers or viewing for the key growth business of streaming TV and video content from subscription CTV services.
- Brands that improve viewability, brand safety and ad-fraud prevention are more likely to see gains in their conversion rates.
- Pinterest is furthering its investment in developing an "inspired content and shopping ecosystem" that allows advertisers to personalize experiences through advertising products and research.
- Advertisers thought they bought billions of ads on one Gannett site, but they were actually served on other ones, according to the research.
- Teens are most interested in new virtual experiences in gaming, TV/movies and shopping, while 45% of those over 54 are not interested in virtual experiences, a study by Toluna finds. Nearly half of teens and 25% of those 18 and up said they know what the metaverse is, while 54% of those over 54 had no idea what it is.
- 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.
