Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "ctv"
- 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.
- Global internet advertising revenue will expand by more than 9% a year to reach $723.6 billion by 2026.
- 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?
- Avocados From Mexico takes on advertising's biggest stage... the Super Bowl. AFM's Associate Director of Brand Marketing & Strategy, Kelly Burke, talks Influencers, shoppable ads like MikMak and immersive experiences - - all part of their "brandformance" approach to innovate produce marking.
- 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.
- While Gen Z spends more time on social media than ever before (51% on IG weekly, 48% on TikTok, 37% on Snapchat) and less (15%) watching cable weekly or more, marketers need to rethink their video ad dollars. Meanwhile, Millennials are still more likely to say they've watched a TV series (69%) and movies (70%) in the last week than social media videos (58%). At MediaPost's TV & Video Insider Summit, media agency Good Apple's VP, Media, Hyun Lee-Mill, shares their recent tests that identified the most effective ways to balance social media video and CTV spend. How do we optimize across the current menu of video options?
- Average frequency across 30 CTV campaigns of varying sizes was just 4.6, per a study by ANA and Innovid. Duplication rates, costs were also examined.
- The rise in viewability is a positive indication that marketers are better at ensuring their ads are more likely to be seen.
- Roughly 85% of CTV impressions delivered in 2021 were across just 10 platforms--and advertisers that used fewer platforms achieved greater unique reach.
- More input on why CTV spend, while growing, is still far below its share of total TV viewing.
- CTV is considered more necessary than social video and national broadcast TV for video advertising.
- KERV Interactive COO Marika Roque describes the reasons that advertisers are tied into programmatic buying, the best channels that work with CTV, how search can support CTV campaigns, and the promise of shoppable ads.
- Brands should consider using ads that appear in video content, rather than during a break in content, when advertising on CTV, a study by MAGNA Media Trials and GumGum finds. The companies believe this method captures the attention of consumers with fewer commercials
- When including all media platforms -- local broadcast, local cable/satellite, radio, digital and OTT -- Kantar projects political advertising could total $8.0 billion this year -- up from $7.8 billion in an August 2021 projection.
- Upfront buys will also be about evenly divided among CTV-first, linear-first and combined, according to a new survey from Advertiser Perceptions and The Trade Desk.
- Programmatic advertisers spent at least $250,000 on the apps in Q4 prior to their delistings, estimates Pixalate. All but eight of the apps were delisted from the Roku store.
- More than three-quarters of U.S. households now own a smart TV, the key gateway to video streaming.
- Twenty-five percent of U.S. consumers have cancelled a streaming video service and then resubscribed to the same service within the past 12 months.
- Ad "extensions" that break the monotony of back-to-back traditional ads on connected TV garner higher levels of viewer attention.
- Ad executives' estimation of the value of TV -- including linear, addressable and OTT/CTV -- is up from last year, putting it in a tie with digital video.
- Nearly 70% of U.S. broadband households own at least one connected streaming video device, while 72% are engaging in multiplatform streaming video viewing, and 40% are viewing on all platforms available to them, per the latest Parks Associates research.
- Nearly half of brand, agency and other executives in a global survey think converged TV measurement and planning will make a major impact on their advertising this year, but roughly the same percentage consider poor ability to manage reach and frequency across CTV and other channels to be a top concern.
- Mobile video, in particular, is poised for growth. "As more consumers shift from remote work to hybrid lifestyles, mobile video streaming is on the rise, and 86% of media experts see it as a key opportunity in the year ahead," reports Integral Ad Science, based on a new survey of digital advertising and media execs.
- The guide aims to provide profiles and objective comparisons of the capabilities and services offered by all industry players offering cross-platform TV and video audience measurement services.
- The Statista survey for Magnite also finds CTV viewers to mirror U.S. population demographics, versus traditional TV viewers skewing to 55-plus, white demographics.
- For long-term business model stability, addressing invasiveness concerns is as or more important than tackling annoying ad repetitiveness.
- More households have hooked up their TVs directly to the internet, giving marketers another way to reach consumers who watch free ad-supported streamers.
