Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "digital content"
- 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.
- Brands that improve viewability, brand safety and ad-fraud prevention are more likely to see gains in their conversion rates.
- More than half of consumers in a recent study said the ability to read comments is their favorite feature offered by publishers.
- More than half of marketers said their audiences tend to engage more with UGC than branded content.
- In 2020, The New York Times added a record 2.3 million digital-only subscriptions, bringing its subscriptions to digital products and print newspaper to more than 7.5 million. By focusing on improving the reader experience, the Times has built stronger relationships with its subscribers and knows what type of information and storytelling resonates with their influential audience. Hear how The Times is focusing on fewer higher quality ads and using its first-party data to offer targeting, based on emotional states and reader motivations, to provide more powerful ad experiences.
- Brands that advertise next to positive articles about environmental issues are more likely to be perceived as eco-friendly.
- Comcast and Disney spend the most on content, including scripted content and live sports.
- How do you grow your brand in an extremely fragmented market? For GetYourGuide [GYG], it took consumer data, timing and making a spectacular splash. Already a market leader in Europe, the travel booking site wanted to boost their brand awareness in the United States, so they turned to out-of-home media to help. In early 2021, with news that domestic travel in the U.S. was expected to open before Europe and the U.K., they knew it was the optimal time to strike. After collecting data on American's newly acquired habits during lock down, GYG created specific messaging on how consumers could experience those interests in real life. Zip-code lookalike technology determined GYG's target geographic areas for the OOH placements; which included billboards to maximize reach and transit and place-based screens to drive website traffic. The campaign cut through the clutter, resulting in a 500% lift in unaided brand awareness, while driving over 42k online conversions - - exceeding GYG's direct response goals.
- At least that's my conclusion after Advertiser Perceptions shared its latest research with me on the topic.
- OpenWeb on Thursday announced a partnership with NewsGuard to help OpenWeb combat disinformation and ensure it only partners with publishers publishing quality, reliable news.
- Key takeaways of the study include users' increased screen time over the past year and their need for more authentic, relatable, and positive content.
- Pew's analysis covers areas including privacy, on-platform abuse and Republicans' and Democrats' differing views on Twitter's major issues and overall impact on democracy.
- A third of social media users engage with organic content from brands regularly by clicking on ads, visiting a brand's site or purchasing products. Not all sites perform the same, according to Model B, a tech company with roots in AI, and Opinium, a New York-based agency.
- Pew finds a large majority of U.S. adults (84%) say they get news from a smartphone, computer or tablet "often" or "sometimes," according to the research.
- Thanks to wider use of sophisticated brand suitability and risk prevention strategies, brand risk for desktop display campaigns dropped by 2.4 points in the U.S. in the period.
- 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.
- Kantar says 39% of consumers are now satisfied with the "amount of content" on the streamer, up from 25% when Apple TV+ launched in November 2019.
- The Kagan report projects $5.21 billion will be spent on originals -- around 38%. Previously, Netflix had told analysts it expected to spend $17 billion on content on a "cash basis."
- Social media is the top-cited source by those 18-34, but not by adults overall, a Conviva survey finds.
- The plan aims to "determine what types of content violate its cloud service policies, such as rules against promoting violence, and enforce its removal."
- From the beginning, Visible has always worked to fundamentally change the way consumers get and pay for their wireless service via their all-digital model. How is this challenger brand creating a new normal in telecommunications? Through high-touch experiential activations, an unparalleled influencer network, and real-time social listening, that simultaneously addresses real-life issues while building community.
- Shopify on Tuesday introduced tabs on TikTok to help creators and merchants sell on the platform through TikTok Shopping.
- 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.
- Microsoft has acquired electronic content-delivery network Peer5 in a deal that will support enhancements to Microsoft Teams' live video streaming, the company says.
- "We're on the verge of having platforms and companies so powerful and so influential in the political process that they're ungovernable," Nobel Prize-winning economist Paul Romer told Bloomberg. He expects Congress to pass legislation to rein in big tech companies.
- Google search advocate Daniel Waisberg categorizes various types of website organic traffic declines and explains the concept in a post.
- Among the top 22 market-share holders in skincare, 17 are publishers or informational websites -- capturing 62.34% of available search traffic.
- 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.
