Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "media measurement"
- 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.
- The TelevisaUnivision agreement starts in Jan. 2023, and includes Nielsen Marketing Cloud and Gracenote's Advanced Discovery suite. It offers measurement and advanced planning across TelevisaUnivision's national, digital, local and audio affiliates as well as its streaming service, ViX.
- Building on its deal with Yahoo as its exclusive demand-side platform, DirecTV advertising has expanded the deal to include set-top-box data.
- Advertisers' increasing reliance on first-party data will materially change media planning, buying, and selling and re-establish foundational values that have been downplayed in the programmatic era. Eventually, it will put publishers on a level playing field with walled gardens, according to 68% of advertisers that Advertiser Perceptions interviewed in June.
- Netflix and YouTube are the most popular streaming services among Spanish-speaking consumers in the U.S.
- Magna points to "robust growth" of 19% in keyword formats including search and retail media during first-half 2022, and forecasts retail media advertising will increase from $31 billion this year to $42 billion in 2023. Out-of-home, another strong area, has seen 30% growth.
- Brands with in-house teams are 82% more likely to use AR than external agencies, according to research from Emodo Institute. The report analyzes ad-creative preferences and trends with a focus on the adoption of creative formats such as AR, DCO, and Native Advertising, and provides insights on the appeal and effectiveness of these formats and the correlations between creative strategies and privacy concerns.
- Addressable TV advertising needs better ROI measurement for the business to accelerate. A new study finds half of advertisers would increase their investment in addressable products if the business remedied some of their concerns.
- Nearly half of of teams responsible for addressable TV advertising cover both linear and digital planning, finds the latest survey of agency and brand decision-makers for Go Addressable.
- MRI-Simmons is one of the main sources for data, insights and consumer trends used by advertisers and agencies to plan media buys.
- 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.
- MoffettNathanson, analyzing Nielsen results, says cable TV networks have declined 32%. Broadcast was down 39% this past July, due to comparisons to July 2021. Looking over a two-year period, broadcast is down 18% in July.
- SMI says Netflix has a clear opportunity to hit this "sweet spot" of $25-$45 CPM, which few CTV/digital media sellers have attained. Hulu is just below this mark at $24 CPM, while at the high end is HBO Max at more than $50. YouTube is at the low end with $16, but is the current leader in median monthly impressions with around 1.7 million.
- Netflix has few challengers in streaming minutes of viewing, but there is a growing list of second-tier and third-tier competitors, according to MoffettNathanson Research's analysis of Q2 2022 Nielsen data.
- Nielsen says all its media panels have seen growth -- including its highly scrutinized national TV panel, which has grown to more than 42,000 homes and 101,000 "directly measured viewers."
- The upfront TV marketplace, including broadcast and cable TV nets, posted "modest" gains -- up 5.8% to $20.1 billion, according to estimates from Media Dynamics. While broadcast and cable nets grew similarly in volume -- up 6.4% (to $9.9 billion) and 5.2% (to $10.2 billion), respectively -- broadcast showed strength when it comes to prime-time 30-second commercials in terms of the cost-per-thousand (CPM) viewers.
- Microsoft's TV attribution research revealed that online shoppers are more likely to learn about a brand or product through TV ads than by searching online or through word-of-mouth recommendations, a Microsoft spokesperson said in an email.
- There is a direct "one to one" correlation between TV commercials' "attention" score and marketers' all-important "brand lift" measure, a survey from TVision and brand-measurement firm Upwave finds.
- 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.
- Smart TV revenues saw growth of 10% to $16.63 billion. Due to component shortages, the average selling price of a smart TV set jumped 21% to $496.
- Retail Media Networks (RMNs) have added new inventory, targeting, sales and measurement opportunities...and headaches, to the digital ad market. Kim, who manages media buying for Mindshare CPG clients, maps the terrain. How are the RMNs from Walmart, Target, Kroger, etc. plugging into existing infrastructures, offering new and difference metrics of success, creating new challenges for marketing teams?
- Emerging technologies such as blockchain, AI and IoT platforms -- systems of interrelated computing devices -- are gaining traction in the marketing world. But how effective are they in terms of turning a profit?
- What does "personalization at scale" really mean - not just for customer interactions but for data and media strategy and even company culture? Walgreens Jennie Peelle, shares the lessons learned as the brand moves towards personalized interactions at every touchpoint. It means changing the way you gather and use data and lean into advanced predictive modeling. It changes how you target and plan paid media for customer acquisition vs. retention. It reworks KPIs towards customer-level measurement and away from mere sales goals. It takes more than mere shifts in tech and technique. It's a culture thing.
- Consumer shopping researcher Catalina and digital out-of-home ad network Volta have partnered to share data revealing the shopping patterns of electric vehicle drivers.
- While Gen Z spends more time on social media than ever before (51% on IG weekly, 48% on TikTok, 37% on Snapchat) and less (15%) watching cable weekly or more, marketers need to rethink their video ad dollars. Meanwhile, Millennials are still more likely to say they've watched a TV series (69%) and movies (70%) in the last week than social media videos (58%). At MediaPost's TV & Video Insider Summit, media agency Good Apple's VP, Media, Hyun Lee-Mill, shares their recent tests that identified the most effective ways to balance social media video and CTV spend. How do we optimize across the current menu of video options?
- Audio can change the way consumers feel about a brand. Recent studies conducted by neuromarketing analytics firm Neuro-Insight set out to prove it.
- Financial details were not disclosed, but as part of the transaction, SMI CEO James Fennessy will step down and Dreamscape partner Scott Knoll will become CEO.
- Specifically, 41% of consumers said they initiated an online search after seeing an out-of-home ad vs. 45% who said they did so after seeing a TV spot.
- The study comes as a perfect storm of developments have led up to a Babel-like 2022-23 upfront marketplace, in which a variety of "alternate" and unaccredited currencies are expected to be used.
- 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.
