Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "brands"
- Eighty-two percent of U.S. consumers said the brands they buy stand for a greater mission or purpose.
- Most firms are active in two or more social shops, although they face challenges, Forrester and Emplifi report.
- Kroger Precision Marketing on Wednesday announced the launch of a private programmatic ad marketplace that enables agencies and brands to reach consumers through Kroger's audience data and preferred ad-buying platform.
- Consumers and brands have different views about the building blocks of trust, Deloitte Digital and Twilio report.
- Among the top 22 market-share holders in skincare, 17 are publishers or informational websites -- capturing 62.34% of available search traffic.
- Thanks to indelible jingles and incessant frequency, insurance brands Farmer's, State Farm and Liberty Mutual were among the top 10 sonic brands of 2021, according to just released data from Veritonic's audio logo index. The index, which assigns scores to hundreds of leading sonic brands based on Veritronic's proprietary intelligence platform, utilizing a panel of abut 3,700 consumers in the U.S. and U.K. (Data in the chart above reflect the top 10 in the U.S.)
- After spending last week covering the Cannes Lions awards, I can tell you one of the festival's biggest winners went unannounced: the COVID-19 pandemic.
- This week's Lions festival demonstrates brands are taking on -- and in many cases solving -- problems that governments, NGOs and other institutions cannot.
- Burger King is prioritizing the moments that matter for the company - whether on TV, OTT, social - to drive incremental traffic and build brand. Learn how BK's media team is leveraging attribution modeling as a guide and asserting performance criteria to judge every old and new channel against how each adds to the mission.
- The index ranks national brands according to their environmental, social and governance impact and was developed in partnership with consumer research firm Swayable.
- After reaching an all-time high of 77% when it released its last global study in 2019, the percentage of brands consumers say they can live without has declined to 75%, according to the 2021 edition of Havas' every-other-year "Meaningful Brands" study.
- Developed at Y&R years ago, WPP is combining BAV with several other assets to create a single brand research and analytics platform at the holding-company level.
- Marketers targeting ads locally have a new type of reference tool. Yelp and Zillow announced a partnership Wednesday naming the top U.S. metro areas for digital nomads, as the prospect of permanent work-from-home agreements becomes more likely.
- As trade tensions with China continue, a new report from GroupM's Business Intelligence unit indicates the nation currently accounts for about 5% of the revenue for the world's biggest marketers. The analysis, conducted by GroupM Business Intelligence Global President Brian Wieser, analyzed the 40 biggest marketers not based in China. Based on the those disclosing the revenue they derive from the nation, Wieser estimates China currently accounts for about 5% of the Big 40's revenues overall.
- Upper-income households are more likely to trust brands with their personal data, GfK reports.
- The good news is nine out of ten Americans are loyal to at least a few brands a year after the COVID-19 pandemic. The bad news is we don't really know how their loyalty has changed because of it.
- The Association of National Advertisers' Center for Brand Purpose this morning released the second in a series of CMO-inspired "playbooks" to help marketers develop and mange "purpose-driven" brands. The new report, entitled "Activating a Purpose Program," is essentially a five-chapter playbook based on interviews with marketers known for managing successful purpose-driven brands.
- If you want to understand what institutions people truly trust, pose an existential threat. That, more or less, is what a year of the COVID-19 pandemic has demonstrated, and now that it is being brought under some semblance of control, some of those institutions are seeing their role as trusted information providers erode along with it -- especially media and brands.
- 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.
- Consumer conversations changed dramatically during the COVID-19 pandemic, according to Engagement Labs.
- While the trust Americans hold in the major television news brands has generally trended downward following the U.S. presidential election, trust in the winner of that election -- President Joe Biden -- has surged to the highest point since being tracked by consumer research firm Brand Keys for MediaPost.
- One-quarter of consumers in a recent study bought counterfeit products, 36% saw fake ads or social posts, 41% saw fake websites, and 35% experienced fake social media accounts.
- A majority of Americans believe brands have an important role to play in politics -- including endorsing presidential and/or local candidates in the election -- especially Republicans.That's the finding from the latest wave of tracking studies conducted by Mindshare, the last to be done before the U.S. election next week.
- I'd like to make a case for MediaPost to weigh in with its first-ever Presidential endorsement, but I'd like to hear what you think first. Should MediaPost endorse a candidate? If so, which one and why?
- Google rated the highest in Creativity and Cultural Relevance, while Amazon ranked as most Reliable and scored high in Responsiveness and Relevance.
- This is the largest number of new brands making Brand Keys' loyalty list in its 24-year-history.
- Environmental angst is becoming so acute among American consumers that 59% now believe it should not take a back seat to economic security.
- Big advertisers appear to be leading the recovery, as the top 10 ad categories' spending rose 8.4% vs. a 3.1% decline among categories 11-plus.
- Organizations that foster a culture of innovation and curiosity find creative ways to adapt to problems, data from a SurveyMonkey survey suggests.
- The new NBCU survey shows consumers want brands to advertise at about the same level as before the COVID-19 pandemic, but with messaging that acknowledges current events, and says about 81% are more likely to buy from and use brands that "help others when it's needed most."
