Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "discovery"
- Three-quarters of consumers feel commerce in video ads is more relevant to their purchase process than other ad types, as more look for a seamless experience to combine product discovery with purchases, according to a study released Tuesday.
- A WBD-Paramount Global merger would initially result in dominance in two legacy entertainment measures: Linear TV viewing time and theatrical box-office revenue. MoffettNathanson Research says the initial combination of the companies would result in a 35%-40% share of linear TV time depending on the season for viewers ages 2 and up.
- In marrying the CNET brand with its performance marketing platform two years ago, Red Ventures started building a full-funnel approach to the content+commerce equation. Kerri Mason, SVP of Marketing at Red Ventures, explains what the company has learned about the new arts of audience priming, using content to drive upper-funnel discovery, and creating a holistic marketing environment that serves a range of KPIs for both ad clients and affiliate revenue.
- Total TV screen time for kids 2-17 grew about 20% in June vs. May, largely driven by non-traditional viewing, according to Nielsen. Non-traditional TV options including streaming and video games amounted to 90% of the increased usage.
- The biggest moves will come with realignment as Jon Diament, Karen Grinthal and Greg Regis divide responsibilities among the company's more than 20 cable TV networks. Reports last month suggested the new Warner Bros. Discovery would cut around 30% of its ad force as part of the goal CEO David Zaslav outlined to investors, to achieve $3 billion in synergistic savings as a result of the merger.
- The Discovery CEO may be more the TV-media centric boss for all things WarnerMedia, including HBO Max, than the less entertainment-savvy AT&T.
- Signaling a wider macro-view of a possible slowdown in advertising, traditional TV-based media companies' stock prices declined sharply after Snap said on Tuesday it is seeing a sharp deceleration of its digital ad revenues. MoffettNathanson Research senior research analyst/co-founder Michael Nathanson says there are some concerns that Q2 may end a bit soft. Many companies sank to new 52-week lows.
- Linear TV networks under the new company including TNT, TBS, CNN and now Discovery Channel, HGTV, Food Network, and Investigation Discovery, now comprise an estimated 49% of company revenue, MoffettNathanson Research says, looking at the companies' combined 2021 financial data.
- Combined revenue for Warner Bros. Discovery is estimated to be $49.8 billion this year -- meaning it will slot in below Walt Disney's $67.4 billion and above Paramount Global's $28.6 billion. But revenues alone won't be enough to really compete with Netflix, analysts say, in terms of subscribers or viewing for the key growth business of streaming TV and video content from subscription CTV services.
- A merger will "instantly become the largest home of linear impressions, sourcing 28% of the 2020 U.S. viewing time and 24% of U.S. national advertising," MoffettNathanson Research says.
