Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "metrics"
- Almost all B2B marketers feel that the ability to forecast pipeline outcomes is critical to their success, but only 29% can fully predict pipeline contributions, according to a report by Revsure and Ascend2.
- This younger group spends more time watching non-premium video and playing video games than watching traditional linear TV.
- Eighty-three percent of UK marketers say attention metrics are important in reducing digital ads' environmental impact, and 58% believe attention metrics provide a better online experience for consumers, a study by Teads in collaboration with Censuswide found.
- "Ad environments that fall into grey areas require careful judgment calls be made by brands and their agencies," notes Joshua Lowcock, global chief media officer at UM.
- The effect of time-shifted viewing is notable, considering fewer households that watch TV are using set-top boxes from traditional cable and satellite providers.
- The cost of social will rise the most, according to Criteo's report - The Advertiser's Guide to New and Emerging Channels in 2023.
- Reddit wants to help brands predict the future - for example, when a restaurant should offer lab-grown food, or a beauty brand should offer DNA-based skincare treatments or DNA-personalized vitamins.
- Over half of companies feel their signal mix is less than ideal, 6sense reports.
- TVision says the investment will accelerate person-level measurement for streaming and advance standards for unified ratings data across linear and CTV. The deal also will support iSpot's cross-platform currencies for all video. TVision and iSpot.tv have had a long relationship in measuring co-viewing and person-level metrics for linear TV.
- Data scientists do not often see the marketing nuances, Pecan AI reports.
- Using three kinds of biometric measures -- eye-tracking, "cardiac deceleration" and "sweat secretion" -- Comcast Advertising says advertising in long-form TV programming on full-screen TV or streaming platforms yields better ad "memories" than with advertising placed on digital media platforms.
- Marketers with the ability to quickly alter media budgets are 25% more likely than non-agile marketers to report their performance as stronger than industry competitors. And 48% state their marketing performance exceeded internal expectations and marketing key performance indicators (KPIs), compared with 33% of marketers who do not follow this practice.
- While Roku is still by far No. 1, several smaller competitors gained streaming hours and share in the quarter.
- The study shows viewability is device-driven -- determined by how and where the ad gets loaded on the screen -- while attention is human-driven by how the viewer responds to the ad served on the screen.
- One of the largest sources of media planning research, GfK said the new "regimen" can reduce respondent bias by 33%.
- 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.
- But many see skills and measurement as key barriers to growth, WARC and MMA report.
- Amazon drove $12 billion in global sales during Prime Days this year, and email played a part, SparkPost reports.
- To better serve patient and customer needs, GSK needed to move beyond measuring simple social metrics like engagement. It needed genuine social intelligence and analytics that could deepen the brand's understanding of how and why people needed and engaged with their brands. GSK's Analytics Manager, US & North American Social Intelligence Lead, Danny Gardner, explains how the company brought this capability in-house, set up analytics that matter, and then democratized that insight so individual brand managers could use it.
- Internet search traffic for abortion medication rose 162% after someone leaked a draft of the Supreme Court's abortion decision in May, according to new research.
- With high brand recognition in the furniture category accomplished, Wayfair is evolving its top of funnel strategy to align with its emerging lines like appliances and renovations. This requires a new approach to video planning that blends branding in these new categories with efficiency. Likewise the creative has to tell more cohesive story and the metrics have to account for longer buy cycles. At MediaPost's Fall TV & Video Summit, Lauren Sutkowski, Wayfair's senior manager, marketing, walks us through the pivot
- "We expect Disney+ to monetize U.S. advertising at a faster pace than Netflix, especially given the existing bundled sales approach that Disney is utilizing in their current upfront discussions,' says MoffettNathanson senior research analyst Michael Nathanson.
- How did DTC hearing aid brand EarGo take a DRTV budget and metrics and ladder up to cable and broadcast TV buys? By recognizing the complexity of TV's impact on the purchase funnel - from the timing of site visits to sales calls to search spikes. At MediaPost's Fall TV & Video Summit, Ben De Castro, Eargo's VP of Marketing, shares the ways in which DTC performance sensibilities were applied to a broadening TV strategy that blended media mix modeling with homegrown attribution metrics.
- 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.
- "This is about us providing more granular data that's available to help lean into the MMM models that CPGs and retail advertisers have leaned into during the past few years," said Asaf Davidov, director, head of ad measurement and research at Roku.
- Marketers spent more than half of their budgets on digital media channels, but expressed reservations about measuring their effectiveness.
- "Alternative currency is not just a question of research and methodology. It's about operationalizing it."
- "We're actually planning, optimizing and buying against it," Chief Investment Officer Cara Lewis said.
- Developers at Qualtrics XM believe they have developed a process to tie the digital experience to the company's bottom line.
- The deal will offer insights on the real-time performance -- second-by-second measurement tracking attention -- of commercials on its networks, EVP of Ad Sales and Digital Media at Crown Media Ed Georger said in a statement.
