Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "cmmr"
- Consumption of apps or services that don't carry advertising, such as Netflix or Disney+, expanded by 38% to 44.9 billion hours in 2020.
- Entertainment and the chance for self-expression were big draws for this demo.
- Eighty-two percent of U.S. consumers said the brands they buy stand for a greater mission or purpose.
- Amazon's gain contrasted with the pullback in ad airings among other retailers, including Walmart, Target and Best Buy.
- Men far outdistance women and people of color on Sunday morning news shows, such as NBC's "Meet the Press" and CBS's "Face the Nation."
- The biggest challenge is being able to profile audiences across media touchpoints.
- More than half (57%) of survey respondents said they "always" or "frequently" notice product suggestions on the site.
- Instead of developing apps that are informational, businesses are adding more functionality to make apps more transactional with their customers.
- Restoring kids' confidence and joy are the top drivers of family adoption of SVOD services.
- Firms that focus on the technology industry were especially optimistic about growth.
- Radio will see the biggest swing in ad prices this year as more people commute to work, lifting demand for drive-time dayparts. Radio will see gains of about 4% in 2021, ECI estimates.
- Soccer-related content was most popular, driving 74% of website visits during the third quarter.
- Pew finds a large majority of U.S. adults (84%) say they get news from a smartphone, computer or tablet "often" or "sometimes," according to the research.
- Changes in data strategies have led many brands to increase their media spending on streaming platforms, as well as consider privacy policies.
- Tech changes come with new terminology, technical jargon and an "alphabet soup" of abbreviations.
- This year’s World Series was notable for allowing stadiums to fill up with baseball fans versus last year’s limitations on attendance, given the pandemic. TV viewership improved to an average of 11.74 million viewers a game, a 20% gain from last year’s average of 9.7 million, which was an all-time low. The championship was decided in six games both years, making comparisons in ad airings more direct. Fast-food companies this year showed the most commercials during the games, with almost 8,800 airings, according to analytics firm AdImpact. Those restaurant brands collectively nudged the automotive category out of the top spot, likely a reflection of bottlenecks in supply chains that prevented carmakers from obtaining semiconductors to completely assemble vehicles. The restaurant category was buoyed by Taco Bell, which for the 10th year in a row ran its “Steal a Base, Steal a Taco” promotion. The campaign offered free tacos in the event that any player stole a base during the series. However, job search site Indeed.com ran the most ads during the series, showing that many employers are still struggling to fill millions of job openings amid the “Great Resignation.”
- 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.)
- Growing scrutiny of social-media companies has made consumers worldwide more aware of how their personal data is harvested for targeted advertising. The Cambridge Analytica scandal exposed how political campaigns used -- or misused -- Facebook data to hone their messaging and sway voters. Amid concerns about the power of social media, consumers tend to express anxiety and apathy about data gathering, a global survey by market researcher Ipsos found. Eighty-five percent of U.S. consumers said it was “inevitable” that people would lose some privacy because of technology, while only 28% said people “worry too much” about their online privacy. In addition, more than two-thirds (69%) of Americans said they were concerned about how the government uses information about their online activities. The findings suggest marketers and media owners should be transparent about their data collection methods and privacy practices as they gather more zero- and first-party data about consumers to gain greater insights about their behaviors.
- Amazon, a relative newcomer to the digital advertising market, saw growth of 50% to $8.09 billion in Q3.
- The pandemic led to a significant shift in people’s media consumption habits. They spent more time at home and stayed in touch with each other through mobile devices and social media. Time spent with technology and media surged by 6.1% to an average of 13 hours and 11 minutes a day in 2020, according to a report by Activate Consulting. The firm estimates total time spent with media and technology will expand by about 0.4% a year until 2025 amid continued shifts in consumption habits. Gaming will drive the growth at 2.8% a year, followed by more time with audio, with a 1.1% annual gain and messaging and social media at 0.4%. The expansion of those segments will lead to less time spent with video, which will contract by about 0.7% a year until 2025. People also will spend less time doing other media activities, such as browsing websites, reading and attending live events, according to the forecast.
- Some 65% of executives citie the function in their list of top five needs.
- The pandemic and protests against racism after the murder of George Floyd led many brands to change the tone of their advertising to express greater empathy. Phrases like “in these troubled times” were more prevalent in commercials as companies highlighted their good works and efforts to give back to society. While many consumers appreciate the messaging, they tend to be doubtful about corporate expressions of empathy — or the ability to understand and feel what others are feeling. Some 92% of U.S. consumers said they want to see brands practice empathy, but 66% expressed skepticism or disbelief when brands do so, according to a report titled “Is Empathy Dead in America?” by Method Communications. The PR-marketing firm commissioned a survey of a representative group of people ages 16 to 76. Authenticity is important, with more than half of consumers (55%) saying they are more likely to buy from a brand that shows empathy and is “human.” However, 47% said they don’t trust these expressions of empathy — they view them as a money-making strategy. Americans are conflicted about the role of technology companies in promoting empathy. While 51% said tech brands have a greater responsibility to society than other industries, given their money and influence, only 30% said the companies should spearhead efforts to promote empathy because of their role as thought leaders. Almost half (43%) of consumers said they blamed social-media platforms for declining empathy in society, according to the report.
- Such viewers are more likely to buy from brands that advertise in such programming.
- Apple changed its software to give customers more control over the data they share with apps, driving up CPMs.
- Consumers have mixed attitudes about online advertising, with many people expressing concerns about privacy. More than two-thirds (69%) of people worldwide said they’re happy to see advertising if they get access to free news content, according to a survey by browser developer Opera and Eyeo, which makes Adblock Plus software. Though many consumers see value in online advertising, 48% of survey respondents said they were annoyed by retargeting that makes them feel as if they’re being followed around the internet. Eyeo and Opera surveyed more than 2,500 global internet users about their attitudes toward the browsing experience. Online audience tracking is expected to become more difficult as technology companies give consumers more tools to protect their privacy. Apple in 2020 blocked third-party cookies in its Safari web browser, while Google has delayed plans to end support for the tracking technology until 2023. Consumers also are ambivalent about ad cookies, with 39% saying they find constant advertising cookie consent requests irritating, while 35% said they recognize the role of cookies in the browsing experience and are happy to accept them.
- Amazon has emerged as the third-biggest digital advertising platform in the United States.
- More households have hooked up their TVs directly to the internet, giving marketers another way to reach consumers who watch free ad-supported streamers.
- Ad viewability during the first half of the year mostly improved in the United States, in line with a broader global trend, according to the Media Quality Report by researcher Integral Ad Sciences. The biggest improvement was seen in mobile app display ads, whose viewability rate hit 85.2%, a 6.3 percentage points improvement from a year earlier. Other categories of advertising were mostly stable in the United States. Looking at global trends, mobile apps were the only environment whose display viewability level increased, rising 2.4 percentage points to reach 73.2% in in the first half. Mobile app display viewability increased most in Singapore, up 8.7 percentage points, and New Zealand, up 7.5 percentage points. For desktop video, viewability rose 1.8 percentage points to hit 77% worldwide as Germany and Australia posted notable improvements. France and Canada were the only countries to experience declines in desktop video viewability. IAS didn’t have an annual comparison for connected TV (CTV), but said it was the most-viewable format globally, reaching 93.2% in the first half. That viewability rate put CTV ahead of mobile web video (79%), mobile app video (78%) and desktop video (77%).
- Affluent households are spending more time with electronic media than they did before the pandemic, a trend that has yet to reverse as the economy reopens. Consumers with a household income of more than $125,000 increased their total time spent with media by 16% from a year earlier to 41.9 hours in 2021, according to the latest survey from consumer research firm Ipsos. Live TV maintained its top spot as the most popular media outlet, though viewing time slipped from a mean of 9.4 hours a week to 9.3 hours in the past year. Streaming services also lost viewing time, falling from 7.9 hours a week to 7.3 hours. That time was spread among a growing number of platforms. Watching on-demand TV, watching videos on YouTube and listening to streamed audio were among the media activities that saw gains in the past year. The affluent consumer group consists of 75.8 million adults in 23.2 million households, according to Ipsos.
- The most common forms of discrimination were family status and age, according to a global survey by Kantar.
