Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "ctv"
- 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.
- The converged-TV study also finds that investing at least 10% of impressions in streaming within converged linear/CTV campaigns tends to maximize incremental reach.
- One marketing manager admitted: "I can't quite seem to remember the precise difference between OTT, CTV, addressable, and data-driven, to be honest."
- Large percentages of TV buyers surveyed by Xandr plan budget increases for DDL, OTT/CTV, addressable and other digital video, but only about half of OTT/CTV budgets are allocated to programmatic buys.
- CTV devices' presence in rooms in addition to the living/family room is expanding rapidly, finds TDG.
- 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.
- U.S. political advertising spending in the 2022 midterm elections will near record totals of the presidential race.
- As the oral care upstart SmileDirect grows its brand into new product lines and customers, the company is bringing its performance-oriented media to every screen. CMO John Sheldon explores how a CPM-centric approach continues to perform across linear, CTV and social. Likewise, highly modular creative and leveraging shorter formats are giving SmileDirect the flexibility to grow despite the opaque outlook for 2021 media.
- Reaching the right audiences, in the right places, at the right time, during a global pandemic can be challenging. Cancer Treatment Centers of America (CTCA) reached prospective patients through a targeted OTT/CTV campaign that informed patients of nearby facilities available for treatment, resulting in a CPC of 60% lower than the cross-channel average.
- When customers can't come to the mall, Mall of America is bringing the mall experience to them. Using a QVC TV shopping model with its retail tenants, MoA went livestream with major brands like Crayola last year. The live interactivity, planned shopping events and features (think Santa via ZOOM) explored new ways of experiencing the mall ritual.
- Consumer and advertiser surveys for The Trade Desk's latest 'Future of TV' report add more evidence of CTV's growing importance to consumers and advertisers.
- Burger King is prioritizing the moments that matter for the company - whether on TV, OTT, social - to drive incremental traffic and build brand. Learn how BK's media team is leveraging attribution modeling as a guide and asserting performance criteria to judge every old and new channel against how each adds to the mission.
- Leichtman Research says 82% of U.S. TV households have at least one internet-connected TV device.
- To ensure accurate portrayals of women and girls, the Ford Motor Company team followed insights provided by the ANA's #SeeHer movement. The result was a campaign created by and for Black women, affirming the automotive brand's commitment to supporting the advancement of positive representations of them in media and advertising, both in front of and behind the cameras.
- Cadillac skews more heavy to multicultural buyers than other brands, so a lot of its overall marketing plan has that emphasis. The brand's partnership with Regina King, Diddy and Spike Lee give a clear indication of how important it is for the brand to connect authentically with multicultural customers. Not everyone can hire a-list stars and give Diddy a car but there are key takeaways that Alexis Kerr, head of multicultural marketing at Cadillac, shares to help other brands activate on a smaller scale.
- This year, video buyers say they will spend 56% of their total video budgets on digital video (desktop, mobile, CTV), significantly surpassing linear TV's share of 41%.
- Professionally produced ads were found to be more effective in driving travel-related actions than UGC in a survey from SSP Magnite.
- Media buyers surveyed by IAB at the end of Q1 now say digital video, including CTV/OTT, will take a 20% share of total media budget this year -- up from 13% in IAB's November 2020 survey. Linear TV's average share of total is now 18%, versus 15% in November.
- In a finding that appears to defy conventional wisdom -- not to mention many other media research studies -- a new Nielsen report finds the amount of time the average American spent using media each day actually declined precipitously at the height of the COVID-19 pandemic.
- While some marketers say greater engagement as a result of less ad clutter is an important benefit of CTV, few seem willing to pay more for it.
- Across the EU5 countries, weekly SVOD usage rates average 68%, while AVOD averages 63%.
- Total video advertising impressions rose 42%, reports Innovid.
- The data shared Thursday by Analyst Aaron Kessler marks the beginning of challenges that advertisers will face this year -- not only as the U.S. tries to recover from a year-long battle with a pandemic that is not subsiding, but to straddle the guidance under a new U.S. president as he tries to put people back to work during record-high unemployment rates.
- On average, adding CTV to desktop and mobile drove a 149.6% lift in brand awareness versus desktop and mobile alone; a 36.9% lift in brand opinion; and a 24.8% lift in purchase intent.
- As marketplaces like Amazon see dramatic growth, one wants advertisers to take advantage of behavioral data from a variety of actions to support a range of media buys.
- Mobile's share of video impressions declined by 8% in Q3 to 43%, leaving mobile with a two percentage-point edge over CTV. PC impressions continued to decline, dipping 20% to a 16% share.
- VidMob's Insight Stream platform surfaces a continual stream of insights from data that tells marketers why the creative works or does not work at any given time. It also provides the ability to do something with the information.
