Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "direct response"
- TikTok led across CPG categories for Gen Z, with Instagram the second-most influential social-media platform for product discovery and Facebook third, Gen Z was three times more likely to opt in to tracking than Boomers and to receive more relevant ads when using online news and media sites, rather than opting out of tracking and receiving less relevant ads.
- Almost half of consumers said they have tried to scan a QR code they saw on TV.
- The portion of marketers in the U.K. who cited challenges communicating with colleagues has grown from 26% last year to 33% this year.
- Direct-response advertising will "hold up better" through the economic slowdown that is expected to hit online advertising industry this year and into 2023.
- Advertisers on Facebook and Instagram spread their spending more broadly across the purchase funnel.
- Generating revenue and increasing brand awareness are popular reasons for email campaigns, the Association of National Advertisers found in a survey of marketers.
- Top tactics for the future include organic search, chatbots, live chat, QR codes, chat apps and voice technology.
- A Standard Media Index analysis of national TV ad spending by type of media buy -- upfront, scatter and direct-response -- reveals a pattern of recovery from the COVID-19 pandemic-related ad recession of 2020. While the national TV ad market collapsed in Q2 like many other media options -- especially non-digital "linear" ones -- it has begun to rebound in the Q1 of this year -- especially for upfront.
- Wall Street analysts have a favorable view of the Twitter features announced last week, which include the ability for users to charge their followers for access to additional content and to create and join groups based around specific interests.
- Monthly U.S. ad-spending pacing has improved consistently since the ad recession began earlier this year following the pandemic lockdown, but there was a slightly negative blip in August, according to a tracking study of ad executives' "run rates" compiled by Wall Street equity research firm Pivotal Research Group. Overall, the trend line has been consistent, moving from a "deceleration" or worsening of ad spending vs. the prior month, bottoming out in July with just 6% of ad execs indicating that, although it bumped up to 15% in August.
- It was the best of quarters, it was the worst of quarters. That is the preliminary assessment of the ad industry's Q2 results by the equity research team at Pivotal Research Group, indicating that the ad industry is split along two distinct economic paths: a performance-based marketplace that has essentially rebounded and a brand-based one that continues to languish amid the pandemic and macroeconomic downturn.
- Political ad spend for the 2020 political season so far is at $2.19 billion -- more than $1 billion more than spending at this point in 2016 and 2018 -- two big political election years -- according an estimate by Advertising Analytics. Driven by higher-than-expected primary spending and the absence of live event campaigning, political advertising is now expected to total an even bigger record of $6.7 billion this year. Advertising Analytics is raising its estimate by 12% because of primary spending, higher fund-raising, and what it says is the "lack of face to face campaigning" -- due to COVID-19 disruption.
- Chobani works with one partner very closely. By doing so, it mitigated the complexity of a partner like Facebook or Google, allowing the team to focus on getting the job done.
