MoffettNathanson forecasts NBCU and Warner Bros. Discovery will see declines in content spending this year while others will climb. Walt Disney will lead all big media companies, followed by NBCU,
Warner Bros Discovery, Paramount and Netflix.
Full-year 2023 is projected to see ad-revenue results for major TV-based companies similar to 2022. Total domestic D2C streaming/virtual ad platforms are projected to rise 6.1% in Q4, while digital
media ad results are virtually on par with TV -- anticipating just 0.8% growth. MoffettNathanson says in a report released Thursday: "It's the lowest level of growth we've seen since the
Covid-impacted quarter of 2Q 2022."
Readers just can't ignore great concepts, powerful executions and ideas that might work for their brands.
As Grove Collaborative moved from a pure play D2C into broader retail presence, it had to test and learn its way into a more evolved omnichannel approach. Grove Collaborative's VP of Marketing,
Samantha Howe, shares key learnings about the weaknesses of siloed D2C/retail teams and goals and how the brand built a fully integrated "internal agency" model. What did they learn about assigning
different messaging and allocations, even choice of influencers, for different aims? What did they learn about useful testing, internal briefs and measuring success. And how does this emerging model
point towards a different idea of what a CPG company is in a channel agnostic future?
Digital native brands are famously data-driven. But when it comes to developing new products and services, what is the process for using customer insights to imagine new products, test, learn, rinse
and repeat? The MeUndies model relies on variety and fresh fashion and leans heavily on analytics and insights. MeUndies Director of Consumer Insights, Casey Greulich, explores how they have learned
to apply different kinds of insight at specific phases of development - to map development lifecycle against research lifecycle.
Just 13% of consumers now think D2C brands have a trendy aesthetic -- a 50% drop in just two years.
"To you from failing hands we throw the torch for you to hold it high," Brian Wieser said, praising Kate Scott-Dawkins as GroupM's new chief ad industry forecaster.
In a dramatic industry move, Disney has ousted Bob Chapek as CEO and brought back Bob Iger to the role effective immediately. Disney made the announcement Sunday night.
Walt Disney just revealed the possibility of a more difficult near-term future where unsteady, steep losses from its D2C businesses could affect the whole company.
While 2022 and 2023 may not experience the kind of "planetary realignment" forecasters cited at the end of 2021, a MediaPost analysis shows relatively sustainable growth thanks to new, previously
undiscovered bodies of ad spending.
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
"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.
The all digital wireless carrier, Visible, developed a top to bottom approach for market infiltration via data and market research. The challenger brand's head of brand marketing, Pearl Servat, shares
with us how they leveraged a marketing mix of digital and traditional channels to introduce prospects to the brand at various touch points and drive consumers to its digital storefront. Learn how
Visibles repeatable & scalable marketing strategy is reshaping what meaningful experiential activations looks like for a digital-first brand.
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
Brands hope to improve their customer experience and improve personalization by exploring new channels, according to a study from Productsup, conducted by Forrester.
Through surveys and data, Joybird found their customers wanted more inspiration and engagement when shopping to style their rooms. In response, at MediaPost's D2C Insider Summit, Eric Tsai, the
furniture retailer's vp of marketing & business development, shows us how they turned to a 3D planner tool on Pinterest. It enabled shoppers to click on a photo, drag it into a scene and create a
customizable 3D design space; resulting in greater engagement, a 50%+ lift in AOV and an enhanced shopping experience for their customers.
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.
"Consumers have reset their level of reliance on technology and digital platforms" and expect retailers to follow suit, says new Deloitte research.
In a GfK study, 88% of those trying D2C brands for the first time said they were satisfied, and only 9% dissatisfied.
Although pay TV subscriber homes continue to decline overall, regular sports viewers watching in homes with the traditional pay TV bundle are growing.
Adobe announced a collaboration with The Walt Disney Company on Thursday as part of an effort to address the growing talent gap in the technology and digital fields.
Netflix currently has high saturation among the older demographic, particularly in the U.S. But it may have a tough time keeping them in the face of cheaper competitors that offer sports and news.
In a new GfK study, 88% of those trying D2C brands for the first time said they were satisfied, and only 9% dissatisfied.
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.
"Ad spending by major agency holding companies with Roku more than doubled. ... a really strong quarter for the advertising business," said Scott Rosenberg, Roku SVP and general manager, platform
business during the company's Q1 earnings call.
UBS estimates total cable and telco-based services will grow 3.6% in 2021.
The pandemic drove advertisers to invest even more in the "Triopoly," confirms a provisional GroupM analysis provided to "The Wall Street Journal."
What happens when a retailer's business model is completely upended, and they need to transform a marketing plan that once drove foot traffic into one that effectively drives digital customer
journeys. Pandora Jewelry faced just that with only two months to Mother's Day, their biggest sales period. Their solution was a "full funnel" approach pivoting from a strategy that drove store
traffic to one driving e-com. Pandora quickly shifted to a digital-only strategy.
Significant unintended benefits for marketers have been the adoption of "slow-walking" programs already in place, and encouragement of innovation.
New research shows consumers still have many reservations about D2C brands, and still prefer physical retail.