Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "research"
- Specifically, 41% of consumers said they initiated an online search after seeing an out-of-home ad vs. 45% who said they did so after seeing a TV spot.
- A study by media company Xaxis, marketing agency Catalyst and London Research explores recent shifts in consumer shopping behaviors resulting from the pandemic.
- YouTube released findings from a study of viewer choice, content and engagement just prior to YouTube Brandcast on Tuesday. Participants defined "good content" as content that is relevant to them that is intellectually and sensorially stimulating, and resonates emotionally.
- Dstillery last week launched ID-free AI for cookieless ad targeting. The company will soon introduce a new version for health care.
- As U.S. workers settle back into a hybrid work model, two commuter studies examine the impact of digital-out-of-home screens on consumer perception.
- Roughly 85% of CTV impressions delivered in 2021 were across just 10 platforms--and advertisers that used fewer platforms achieved greater unique reach.
- A new study of hundreds of ad execs finds they prefer targeting consumers in "laid-back" couch potato mode, versus the "lean-forward" orientation digital media was supposed to deliver.
- Smarter search optimization and tactics can sell items in stock, according to Lucidworks' data. Mismatched recommendations aren't the only reason shoppers leave the site without making a purchase. Some 15% of shoppers said they usually end up on a "no results" page when an item they look for is out of stock, rather than the site making a recommendation.
- The genre's growth depends on developers closing a critical gap between experienced advertisers that prove full-funnel effectiveness and novices that see only another channel for brand awareness. Gaming isn't an activity -- it's a lifestyle and an identity.
- Livestreaming is also an effective channel for reaching older audiences, according to a new report.
- U.S. AVOD revenue generated by series and features will grow by $19 billion, to $31 billion by 2027, remaining the country with the largest share by far.
- According to a new Ipsos study, two-thirds of Americans are likely to vote for candidates who support passing a law legalizing abortion to replace Roe if SCOTUS strikes it down.
- The study comes as a perfect storm of developments have led up to a Babel-like 2022-23 upfront marketplace, in which a variety of "alternate" and unaccredited currencies are expected to be used.
- More input on why CTV spend, while growing, is still far below its share of total TV viewing.
- DISQO on Thursday announced the acquisition of a software-as-a-service technology company that enables marketers to learn what consumers really think and feel about their brand's products and services.
- 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.
- Legacy TV has seen higher "effective" cost-per-thousand prices for deals in the TV upfront ad markets over the last three TV seasons, according to Standard Media Index -- but with lower total upfront ad spend in key dayparts. The current TV season is now averaging $55,000 for a 30-second commercial unit, down from $59,000 from the previous TV season (2020-2021).
- The results are derived from corporate survey submissions from companies with at least 750 employees in the United States.
- Brands should consider using ads that appear in video content, rather than during a break in content, when advertising on CTV, a study by MAGNA Media Trials and GumGum finds. The companies believe this method captures the attention of consumers with fewer commercials
- The Advertiser Perceptions survey, released by the IAB this morning, shows ad execs are most optimistic about CTV due to the deprecation of cookies and mobile IDs.
- By 2027, 5G will be transforming video and television transmission, local broadcast, live events and VR and metaverse adoption.
- When including all media platforms -- local broadcast, local cable/satellite, radio, digital and OTT -- Kantar projects political advertising could total $8.0 billion this year -- up from $7.8 billion in an August 2021 projection.
- Total Q1 national TV linear advertising was up 4.7% to $9.1 billion, but without the Olympics, national TV had a 2.6% drop, while total national TV viewing sank 5% to 2.89 billion minutes, a MoffettNathanson report finds. In better news, AVOD services were up 63% to $1.9 billion in ad revenue.
- The report estimates average time spent per day in 2022 for CTV to be 1 hour/44 minutes, with linear TV at 3 hours/2 minutes, according to eMarketer January 2022 data. The IAB survey says 73% of buyers are expected to shift their media spend from linear TV to support their increase in CTV and OTT ad spend.
- Upfront buys will also be about evenly divided among CTV-first, linear-first and combined, according to a new survey from Advertiser Perceptions and The Trade Desk.
- The Markup released initial findings from a study that found Facebook has been quietly gathering personal data about a variety of situations, including prospective college students when they apply online for financial aid.
- Nearly half of U.S. homes (46%) with a broadband internet connection subscribed to four or more video streaming services at the end of the first quarter of 2021 (according to Parks Associates). That was up from 22% a year earlier. While I don't have the figures for 2002 yet, it's certainly well over 50%. With powerful and deep-pocketed competitors such Disney, WarnerMedia, Comcast, and Apple, bursting onto the streaming scene over the past two years, the fact that Netflix lost less than 1% of its subscribers in the past year (which would have been a mild gain had it not pulled out of Russia), and continues to dominate any list of the most viewed streaming series, should be seen as a remarkable accomplishment and a sign of ongoing strength. In this week's edition, I outline who the major contenders are for a post-Netflix dominance of the new Golden Age of television.
- Even as pay-TV subs decline, SVOD penetration is starting to be impacted by price hikes, free competitors, other factors, according to new research.
- Twitter pulls in around $5 billion in ad spending per year. Who might benefit more directly from these abandoned dollars? TV networks.
- A study released by Apple and conducted by a professor at Columbia Business School looks to change perceptions that have circulated about the impact of Apple's App Tracking Transparency. For instance, Apple argues that its first-party Search Ads business "grew for a variety of reasons unrelated to ATT, and that it does not affect the apps' ability to collect and use first-party data.
