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
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
Marketers test and optimize websites and content served by Google and Microsoft search engines only to find that consumers add items to their carts they may never intend to buy. Here's why.
With a Net Promoter score of 92, the Tecovas brand clearly captured the hearts and minds of boot fans. CMO Rich Lesperance explores how the company thinks beyond the bottom line and invested in the
delight metric, both online and in store.
Bud Light's Director of Sports Marketing talks esports opportunities for brands, Bud Light's own strategic approach and how (and how not) to suit up for the virtual game.
The Salesforce survey of more than 1 billion shoppers from 40 countries and 22 billion visits across nearly 2,000 ecommerce sites shows retailers' digital gains extended their growth into Q1 2021.
While trust in most institutions has fallen following a year of the pandemic, economic crises and political turmoil, trust in media has fallen to all-time lows since PR giant Edelman began tracking it
in 2012. The overall media industry currently has a "trust index" of 51, according to the just-released Edelman Trust Barometer 2021, ranking it last behind Business (61), NGOs (57) and Government
(53) among major societal institutions.
The ad industry continues to roll out new protocols around online data and consumer privacy. LoopMe surveyed consumers to find out if they're really aware of the changes, and what they thought.
Of those who recently received physical threats, 25% say they were delivered via their personal email accounts.
An openness to buying online has not wavered since June, despite dealerships reopening across the country.
Research takes a higher priority this holiday season on sites including Amazon, Bing, and Google, brand and retail websites, and review sites. Video sites also give consumers a place to research
products and learn how to use them
FTC economist Devesh Raval shows how fake online reviews can account for about half the higher average ratings for low-quality businesses on Google, compared with Yelp. He also analyzes ratings on
Amazon, HomeAdvisor, and Facebook.
Half of those surveyed said they would be likely to pick up the phone to call if a website experience wasn't satisfactory.
Amidst growing interest in home, garden and DYI, lumber prices -- always a bellwether for the economy -- reached a record Thursday. Amazon is the top online destination for product discovery.
Location ad company GroundTruth just released research on ecommerce conversion rates and data on how in-store visits impact overall online and offline purchasing, providing Q3 ad estimates as
advertisers prepare for the holidays.
GlobalWebIndex survey from April reported 23% of internet users in France ages 16 to 64 said they expected to visit
physical stores less frequently post-pandemic, and 27% planned to spend less time in-store. Some 15% of respondents said they would adopt click and collect, and 17% would shop more online for home
delivery, according to eMarketer.
A new initiative announced by tech platforms aimed at combating online child sexual abuse puts structure, membership models, and staffing in place to support long-term goals.
Whether it's searching for the elusive Lysol wipes or a black dress to wear during a Google Meet or Zoom dinner video chat with friends, Amazon remains the first place many consumers still begin
their search for products.
A recent study suggests the COVID-19 pandemic has accelerated shifts in consumer behavior, leading to permanent changes in the way Americans watch, read, listen, play, shop, work and socialize.
Conducted by the IAB and the USC Center for the Digital Future, the study finds Americans coping with the pandemic report making life-altering changes in days, and most say they want to maintain the
positive ones including spending more time with their families. Most are watching more TV and streaming services, and more people have adopted online shopping and banking.
They only play in the online half of the ad industry -- yet account for one in three of every ad dollars spent globally.
Adobe Analytics data released Thursday estimates consumers spent $52 billion online as of 2 p.m. Pacific on Thanksgiving Day, beginning Nov. 1, 2019, with the company predicting $143.8 billion spent
online for the 2019 holiday season.
Podcast advertising has been one of Policygenius' top customer acquisition channels over the past several years, helping it achieve "phenomenal growth."