Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "online"
- Alternatively, some consumers are seeking escapism from the election through print and online publications.
- Consumers will gather information from three to four different sources before making a purchase.
- Experts in academia crunch the data to determine the fair market value that Meta and Google should pay U.S. publishers for the use of their content.
- Can generative AI make us better neighbors...and a stronger neighborhood platform? The local connections publisher NextDoor is offering members AI-powered writing tools that nudges them with a Kindness Reminder to help make the online environment more supportive and positive. Nextdoor's Head of AI and VP of Engineering, Qi He, discusses how the publisher is crafting user-facing tools to drive better online experiences and what they have learned along the way
- IVT rates, inclusive of ad fraud, are elevated within inaccurately labeled CTV, in-app mobile and desktop traffic, finds a new report.
- Many low-income consumers face barriers in gaining internet access, limiting how marketers can reach them.
- Marketers should emphasize the value of their brands in their advertising to resonate with consumers.
- Buyer's remorse is fairly common among shoppers, especially when they are confronted with deals too good to pass up. To better understand this phenomenon, Google conducted a survey with Ipsos. Here's what they found.
- Inspired Internet Pledge is a call to action for tech companies and the broader tech ecosystem to unite with the common goal of making the internet a safer and healthier place for everyone, especially young people.
- When your dough-wrapped ice cream brand challenges traditional taste, texture and even color profiles, it takes an all-screen approach to change minds. My/Mochi's fun and weird "Melt Your Mind Mouth" campaign used some of the largest DOOH inventory in the US to show and tell the unique texture and emotional experience of this snack, even its invented "Purpinkle" brand color. As My/Mochi's Former Managing Director and CMO, Russell Barnett, explains, the digital elements of its OOH and online strategy uncovered the potential for targeting dynamic situations, gaining massive off-line eye-share, and driving both digital and retail activity.
- More than half of survey respondents said online reviews need to be posted within the past month to be relevant.
- Audience trust in most platforms is considerably lower than their trust in news in general.
- While the shift was small -- 42% vs. 48% in a comparable study fielded by the ARF in 2021 -- it was likely because Americans have been given greater control over privacy settings by Apple, Google and others.
- Ecommerce experienced price deflation for the first time in more than two years, but consumers spent less in July 2022 vs. June, according to the Adobe Digital Price Index, which identified deflation driven by electronics, apparel, and toys. Food costs remain high.
- The pandemic transformed the ways consumers shop for groceries with more than 70% of US Households buying groceries online last year. What does that mean for advertisers? How do we adjust our marketing approach to capture consumers moving seamlessly between online and in-store? Head of Brand Activation, Lisa Mathison, will share how Hostess Brands has leveraged omni-channel media planning and buying to reach consumers shopping when, where, and how they want.
- H-E-B's strength shows that regional retailers can do a great deal to differentiate themselves online, building simple and easy-to-use tools for online shoppers, says Grant Steadman, Dunnhumby president of North America.
- Direct-response advertising will "hold up better" through the economic slowdown that is expected to hit online advertising industry this year and into 2023.
- There is some "mismatch in consumer expectations" compared with retailers, as most consumers believe there will be less items on sale and lower discounts. Some retailers say they have an excess of inventory and plan to put more items on sale.
- Many people working from home find their work and personal lives are intertwined -- a trend Microsoft says accelerated during the pandemic, creating a new type of buyer, or persona it calls "the workday consumer."
- Consumers are shifting toward more intentional online behavior, away from social platforms and toward editorial sites such as news and lifestyle sites, mainly because the content is more positively perceived. Some plan to spend their time offline.
- Advertisers continued to shift their spending out of traditional linear television and into newer media channels.
- 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.
- Consumers plan to spend an average of $442 on themselves this holiday season, up 48% from 2020, PwC finds. Call it the year of pampering.
- The percentage of Americans who report they are spending more time with various media than they did pre-pandemic remains high, but for the most part has fallen from the peak stay-at-home period last year, according to findings of Mindshare's ongoing COVID-19 tracking study.
- Kantar's ad-equity ranking of media channels and brands found that online and mobile games showed the greatest improvement in consumer receptivity. Consumers find gaming ads more "trustworthy," "relevant," and "useful" as well as "fun and entertaining." YouTube, Google, and Facebook are still the most trusted social media platforms.
- What do you do when a client asks you to produce a video campaign when production is completely shut down? You get creative! When Grammarly approached Stink Studios during the height of the pandemic to create a new brand awareness campaign, that's exactly what they did. How do you produce a video ad campaign without actors, without locations and without crews? The answer: stock footage. But not just any stock video. It needed to be quality, high-resolution footage. By working backwards- beginning with the footage, then character development, then script- Grammarly was able to achieve an entirely production-free campaign. The process proved more cost-effective, flexible, and turned around faster than traditional live action shoots.
- A new report shows the number of Republicans who believe in protecting freedom of information has risen 10%, while 65% of Democrats now support the government's involvement in restricting misinformation online.
- Writing materials, apparel, hygiene products, and electronics are some of the top trending items across the Microsoft Advertising Network. For example, 85% of survey respondents cited writing materials as an item they intend to buy. Some 85% cited clothing and/or shoes, 75% said backpacks, 73% said hygiene products, 70% said art and craft supplies, 62% cited lunch boxes and water bottles.
- Consumers crave community and social interaction. Data collected about the telehealth industry shows consumers want convenience, but also in-person personalized experiences.
- Some startling new research from GroupM's Wavemaker unit reveals that the erosion of brand equity becomes much more exaggerated when consumers' "path to purchase" takes place online vs. the physical world.
