The report predicts transformation will "accelerate," marketers will "rethink" dependence on distant markets and "shift" ad budgets because of it.
Smaller ad categories continue to fuel the expansion, while two of the biggest -- auto and CPG -- experienced double-digit declines.
Facebook's major rebrand to Meta is distracting. Media Matters for America, a nonprofit media watchdog, wants the public to be aware of what the Facebook Papers made clear just days ago: the social
media platform puts profits ahead of ethics.
If you've been curious about whether to hold back ad spend due to the most recent surge, you likely shouldn't.
An Ipsos study, however, shows ad exec trust ranks lower among U.S. consumers than worldwide.
The COVID-19 pandemic has accelerated consumer acceptance of marketing technology, according to findings of a just-released study by the American Marketing Association.
The COVID-19 pandemic led more U.S.
consumers to spend time playing video games to help occupy their time during restrictions on public gatherings. About one-third (36%) of people ages 13 to 74 said they play video games on
consoles such as the Sony Playstation or Microsoft Xbox, according to a study by Hub
. Among those console gamers, 51% said they play every day -- up from 39% two years ago. Gaming is popular among male teens and younger men who are more
difficult to reach through traditional linear television. About 70% of men under age 35 play console games, compared with 50% of women in the same age group. Gamers also have become more
tolerant of in-game advertising, such as branded downloadable content (DLC). Some 70% of regular console gamers play with branded in-game content, up from 61% two years ago. Among those who see
in-game ads, 44% said they prefer them to regular commercials, while 72% said the branded content makes games more fun to play.
Consumers plan to spend an average of $442 on themselves this holiday season, up 48% from 2020, PwC finds. Call it the year of pampering.
The pandemic prompted a decline in demand for shared transportation, and consumers aren't eager to return, per CarGurus.
The findings vary by generation, but overall show marked drops in the adults planning most changes, with the exception of moving long distances.
Nearly half of consumers say they're "unlikely to buy products or services from companies not aligned with their political views."
The expansion of the U.S. ad economy slowed to 17.% in August -- the weakest growth in half a year, due to tougher comparisons with August 2020, which was the first month last year to show growth
after the COVID-19 pandemic triggered an ad-spending recession.
MotivBase, whose clients are leading national marketers, says it is "teaching people to ask not 'What are people saying?' but 'What do they mean?'
The percentage of Americans who report they are spending more time with various media than they did pre-pandemic remains high, but for the most part has fallen from the peak stay-at-home period last
year, according to findings of Mindshare's ongoing COVID-19 tracking study.
TV's strong ad revenue growth looks to be short-lived, according to MoffettNathanson, which estimates a 6% rise for Q3 and an 8% decline in Q4. These projections do not include new premium streaming
advertising VOD platforms.
A decline for the next quarter aligns with the rise of the COVID-19 Delta variant and reapplication of pandemic protocols.
Researcher Ipsos says "recency bias" is a factor, but notes the significance of 9/11's endurance among consumers.
While time spent expanded 0.5% to 2.86 hours weekly, U.S. out-of-home ad spending fell 21.1% to $8.73 billion.
Digital advertising options such as in-game, streaming music/video, podcasts and social media story ads were among the most improved in terms of consumer "ad equity," a metric developed by Kantar to
describe media channels and brands that consumers most appreciate ads in and are most likely to view them positively. The ranking, part of Kantar's just-released 2021 "Media Reactions" report, is
derived by combining multiple positive and negative dimensions.
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.
"As consumers strive for normalcy, they will continue to depend on some brands at the cost of others," says MBLM's Mario Natarelli.
The time spent managing the agency RFP (request for proposal) process has essentially remained unchanged since before the COVID-19 pandemic began, according to findings of an exclusive survey of 300
ad executives -- both advertisers and agencies -- fielded for Research Intelligencer by Advertiser Perceptions July 6 to July 16. More than two-thirds (69%) of advertisers responding to the survey
said they are spending about the same amount of time managing RFPs -- the first step of an advertising account review process -- now as they were two years ago. The same percentage -- 14% of
respondents -- said they are spending more time as those saying they are spending less time with the process vs. two years ago. That could change, because the study also found most advertisers and
agencies believe the traditional RFP process is "broken," and both sides explain how and where and make suggestions for how it can be fixed.
Ad spending in the major English-speaking markets -- the U.S., the U.K., Canada, Australia, and New Zealand -- expanded 25% during the first half, including a 52% spurt during Q2, the first quarter to
reflect year-over-year comparisons with the COVID-19 ad recession of 2020, which began in March and lasted through July (based on U.S. data).
Evidence is mounting that the global ad economy -- at least in the Western World -- is shifting from recovery to expansion, and maybe even a boom. New data shows the major English-speaking markets
expanded 25% in the first half and 52% in Q2.
Transportation and tourism, one of the categories most severely disrupted in 2020 by the COVID-19 pandemic, is showing the greatest recovery in 2021 and 2022, according to key category growth
estimates published by WARC as part of its global ad forecast revisions. Like most of Madison Avenue's big agency forecasting units, and a variety of other independent consultants, WARC predicts
strong aggregate growth for the ad industry's recovery, with worldwide ad spending projected to expand 17.8% in 2021.
Almost half of small businesses cite government-ordered re-closures as their biggest concern, Alignable reports.
Toilet paper and paper towels remain the most coveted items, as U.S. media coverage of recent major crisis events has driven Americans to stockpile products they might not otherwise have.
Multiple societal crises -- especially the COVID-19 pandemic -- have raised the bar for brand marketers, with a majority of American consumers now expecting them to allocate funds and resources back
to the communities they serve. That's one of the top-line findings from a new report from Horizon Media identifying a half dozen fundamental shifts in consumer mindsets related to brands. The report,
"Rebuilding The Future," combines an array of proprietary Horizon consumer tracking studies, with data from third-party authorities, to make the case that the relationships of American consumers and
brands have been fundamentally changed.
The word "agency" is the most seminal term on Madison Avenue, but now one of the industry's biggest predicts the future will be all about "free agency."
Signing up for email lists in exchange for a "welcome reward" is the most prevalent way American consumers trade their personal data with marketers, followed by signing up to loyalty programs to
receive ongoing rewards. That's the finding of a revealing report from Activate Consulting analyzing the pre- and post- of COVID-19 on American consumers. While the study does not explicitly
address how COVID-19 may or may not have impacted consumer latitude to share their data with marketers, the section provides an insightful benchmark about consumer latitude, as well as marketers'
willingness to pay for consumer data. While most of the rewards are indirect -- often taking the form of discounts and loyalty "points" -- some are quite explicit, including free products, free
shipping and even cash. "Online shoppers are trading their personal privacy for monetary benefits," concludes the report.