Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "paid search"
- Lucidworks commissioned Forrester Research to build a Total Economic Impact Study that required the research firm to interview customers and create a composite organization with a combination of two or more organizational structures, such as design, manufacturing, and retail.
- Messages about economic forecasts are mixed and muddled this year. Third-party data and research companies have divergent views on how consumers will spend money. McKinsey & Associates released data in June that suggests "optimism is trending upward, but spending isn't."
- Trust may become more than a buzzword for most paid-search ads and organic search campaigns, especially when it comes to financial institutions.
- Intent-based ad targeting in pay-per-click campaigns drove significantly stronger performance and reach and reduced CPC, with 2.5 times greater overall campaign efficiency, Foundry data shows.
- The study examined how ad creative impacts 61 metrics including lift, search intent, click-through rates and more in the consumer product group, automotive and other verticals. Creative quality can lead to 23% aided ad-recall, which drops to 2% for ads with poor creative quality. The study found that consumers looking for a product are 20% more likely to notice and 13% more likely to enjoy ads with improved visuals such as human presence, product images, or prominent logo placement.
- Urban streetwear brand SikSilk experienced a 25% increase in ecommerce purchases from on-site search and a 36% decline in site abandonment after implementing AI-powered site search technology.
- Microsoft has partnered with Roku since 2022. Microsoft's analysis of how CTV increases performance for campaigns shows TV streaming drives an increase in search behavior. Roku TV streaming ads lead to a 9% increase in brand searches per user and an 11% increase in clicks per user.
- NP Digital's research paper outlines findings from anonymous data collected by the company's platforms from Ubersuggest, and Answer The Public. It shows how trends like changes in Google's algorithms and product updates in 2022 with change the industry in 2023. It also looks at changes that Microsoft made to cement it's resurgence in advertising.
- More marketers plan to increase rather than decrease ad and marketing budgets in 2023, according to a study spanning B2C and B2B from NP Digital.
- Findings may indicate that Google provides enough information on its search engine results page (SERP) to satisfy the user.
- Spending on Google search ads overall grew 15% year-over-year in Q3 2022, slowing from 18% growth in the prior quarter for advertisers working with Tinuiti. Google faces a slowdown due to the uncertain macroeconomic environment, but growth stabilized in Q3 to near pre-pandemic levels.
- Insider Intelligence believes search media is the channel least likely to see budget cuts, while CTV, digital video and linear TV will be the most vulnerable.
- A group of Microsoft Research scientists published a paper that attempts to build a benchmark to analyze the presence of "interference" in sponsored search advertising. The original, published in 2020, and resurfaced in July 2022, attempts to call attention to how each advertisement on a page influences the others. The research has become more important as the industry moves away from cookie-based tracking in consumer browsers and looks to find other alternatives to target relevant ads.
- Shoppers who are familiar with fashion brands are most likely to seek out those brands' websites, even when they don't have a product in mind.
- Hunter Douglas has been on a five-year journey of bringing ever more of its media buying and planning in-house, first search, then social, and now Video and programmatic and branding. But as Tiffany Leung explores, this has been more than an operational shift. It required not only changing KPIs, staffing and messaging but a cultural shift to value a data-driven approach to all aspects of marketing, internal organization and event onboarding customers.
- Kids believe their generation has a much clearer understanding of gender compared to older generations, with 80% of kids and teens trusting people their age to understand who they are and their gender, including how to articulate and express it. It has begun to surface in search results. The outcome will create challenges if not faced now.
- Google has been collecting data from Android devices and sending the information to its servers, a research paper finds.
- Advertisers on Facebook and Instagram spread their spending more broadly across the purchase funnel.
- Online video is the most popular category of digital media, with 77% of marketers saying they will spend more on the channel.
- After surging during the second and third quarters, the price of digital advertising grew more moderately during the final three months of 2021.
- Top tactics for the future include organic search, chatbots, live chat, QR codes, chat apps and voice technology.
- It's easier for consumers to forgive a person than a business. A study shows marketers need to carefully consider language used in campaigns, as consumers are sensitive to the words used.
- The acceleration of streaming this past year has made video even more critical to a brand's growth strategy. Lexmark's director of marketing operations, Mike Dattilo, shares how he's successfully targeting SMB users to expand their audience and increase brand awareness and conversions through performance video.
- Don't underestimate linear television's ability to drive internet searches for advertisers, says ad-tech company EDO.
- Visible Wireless, a retail brand of Verizon, doubled down on social channels to find and cultivate communities that wanted an alternative telecom model. And in turn those communities have informed everything about how the brand grew - from product development even to media planning. Visible's digital marketing lead, Sarah Baker, shows us what a grass roots media strategy looks like?
- Merkle, a data-driven tech company owned by Dentsu, has released its 2022 Q1 Media Insights Report analyzing recent research on consumer trends.
- Spending growth for paid search, paid social and retail media advertising slowed in the third quarter from the second quarter. Yearly gains were measured against the steep drop in media spending during the onset of the pandemic in 2020. Price increases helped to drive the rise in spending for paid search (+30%) and paid social (+34%), but was less of a factor for retail media (+21%), according to a study of digital media spending trends from adtech firm Skai, which was formed after Kenshoo acquired Signal Analytics. During the third quarter, Google, Facebook and Amazon all reported double-digit gains in ad revenue as volumes surged. Google’s ad sales rose 43% from a year earlier to $53.1 billion in the third quarter, while Facebook’s climbed 33% to $28.3 billion and Amazon’s rose 50% to about $8.09 billion. Apple’s changes to the privacy settings on its devices, including the iPhone, didn’t have a dramatic effect on social-media prices. Facebook’s cost per thousand (CPM) rate steadied after Apple updated its software in April, according to Skai. (Media agency Merkle last month published a different comparison — its report showed a yearly gain in Facebook’s CPMs during the third quarter.)
- A report by The Center for Countering Digital Hate estimates advertisers have paid Facebook up to $140,667 to run "abortion reversal" ads since Jan. 2020. Facebook has a policy banning ads that promote "inappropriate, illegal, or unsafe" products and services to minors.
- This year's holiday shopping season will look different as marketers rely on performance marketing and supply and demand plays a key role in campaign strategies.
- Digital media -- especially social and paid search -- dominate local advertisers' media mix, according to a Borrell survey of 2,811 local advertiser media buyers released today. Those also are the media local advertisers say they are boosting spending for this year. Local TV advertising, both broadcast and cable TV, remain the largest average annual local ad budgets at $111,300 and $48,000, respectively (see table at bottom).
