Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "connected tv"
- Economic uncertainty has made investment flexibility and ROI bigger priorities than ever, confirms an Advertiser Perceptions buyer survey.
- While measurement still needs work, gaming ads are no longer too costly, brand-risky, unscalable or limited in full-funnel effectiveness, according to an IAB report.
- We have officially reached "peak channels." We now have more programming channel options than any viewer has time to navigate through -- and that is a real problem for programmers, distributors and viewers alike.
- The cost of social will rise the most, according to Criteo's report - The Advertiser's Guide to New and Emerging Channels in 2023.
- This most likely is the most anticlimactic Agency of The Year award profile I will ever write. That's because I called GroupM as our probable holding company-level entity of the year at the mid-year mark back in July, based on what it had already accomplished by that point. I added that it was GroupM's to lose, and challenged its peers to step up and prove me wrong.
- While performance generally gets high marks, cost concerns could be a bigger hang up than ever, in the current economic environment.
- Media and marketing analytics firm Kantar has formed what it is calling its Global Connected Data Solutions Team within its Profiles division. The team is led by Jason Dodge as managing director, and will be dedicated to helping advertisers maximize first-party data usage for audience segmentation and media activation. Dodge joined Kantar in 2018 as a data solutions expert for the Americas. Earlier he served at Wunderman Data and Epsilon. Kantar is owned by WPP and Bain.
- 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.
- 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.
- Nearly 45% reported allocating 20% to 40% of their total media spend to converged TV, and 31% allocated 40% to 50%.
- Performance marketers have begun to view streaming and connected TV services as a valuable media in which to help brands expand advertising strategies.
- Black consumers are most likely to find representative content on streaming platforms that have a broader selection of content.
- A growing number of fact-checking news sites help voters evaluate and understand the information they read. But who has the time? Consider political TV ads a starting-off point.
- Netflix and YouTube are the most popular streaming services among Spanish-speaking consumers in the U.S.
- Majorities of U.S. and UK advertisers surveyed indicate more granular content insights would motivate them to shift some linear budget to CTV.
- Programmatic's share of U.S. ad views rose three percentage points in 1H 2022; behavioral had a 73% share of targeted campaigns, to demographic targeting's 27%.
- Follow-up study supports 40% CTV investment "rule"; Samsung smart-TV viewers watching more AVOD than SVOD for first time
- 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.
- The political advertising estimate for 2022 is the highest ever for any political ad cycle, according to AdImpact -- 7% higher than 2020 and two-and-a-half times higher than the 2018 midterm cycle.
- YouTube Q2 ad revenues were up just 4% -- slightly under analysts' expectations, and well below the double-digit gains of previous periods. This comes amidst other digital media hits including the first-ever revenue declines at Meta Platforms.
- 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.
- The segments require both new messaging, as well as media strategies, to address their relative economic angst, Horizon's researchers say.
- CTV and streaming mostly play a supporting role compared to linear TV buys, Advertiser Perceptions and Hub Research find in a new survey. Slightly more than 51% of advertisers plan their linear TV buying first as their "primary" buy, with CTV a "support" to that bigger linear TV buy.
- CTV offers a renaissance for targeted advertising in the privacy-centric era. To win in it, advertisers need to expand their perspective and playbooks.
- "Ad budget cuts are being led by former emerging categories that have run into massive headwinds owing to changes in consumer behavior and the funding environment," BMO's Daniel Salmon writes in a report sent to investors this morning.
- 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
- In the world of politics where profit doesn't come from financial gain, going beyond the plurality is the only way to ensure success. Edith Jorge-Tunon from the Republican State Leadership Committee helps analyze why reaching a plurality in corporate America can be considered profitable, but doesn't quite cut it in most political systems today.
- Introducing a new brand can be daunting in today's ever-expanding video landscape. Ocean Media's svp, head of media, Jared Lake, talks strategy launching a brand campaign across multiple platforms, how consumers' consumption behaviors and GRP informed the media mix and why certain channels didn't make the cut.
- Jackson Hewitt created an integrated brand campaign to educate people about the value of working with a Jackson Hewitt Tax Pro. The TV campaign drove familiarity through three pillars: connection, convenience and credits. Then they added another motivating action to the mix: humor.
- 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?
