Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "ad spending"
- The United States will drive much of the global expansion in ad spending, growing by $80 billion from 2021 to 2024.
- The growing number of consumers who watch video on internet-connected devices like smart TVs and mobile phones will continue to drive a shift in television ad budgets, according to a forecast by WPP’s GroupM. The projected expansion for CTV ad spending including U.S. political campaigns will be faster than for the broader television market, which will seesaw between growth and contraction through 2026, the media agency forecast. Changing viewing habits will create a quandary for major brands that have relied on the broad reach of traditional linear TV. Popular streaming services like Netflix, Disney+ and Amazon Prime Video don’t carry advertising, but they are investing heavily in original premium programming that appeals to viewers. “Consequently, the emerging world of television will simply offer fewer opportunities to advertise,” according to GroupM. “As a practical consideration, falling viewership of ad-supported TV in traditional environments will lead to reduced reach potential for campaigns that rely on the medium, which will generally make TV less attractive to many marketers.” Some brands will seek to integrate campaigns on traditional TV with those on video-sharing site YouTube, blurring the lines among TV, digital and search advertising, the report said. The agency published its updated forecast the same day that IPG Mediabrands’ Magna and Publicis Media’s Zenith offered their revised outlooks for growth in ad spending.
- One of the fastest-growing segments continues to be new digital and OTT video platforms -- expected to climb globally 23% to $76.3 billion.
- Google, Facebook and Amazon attract 46 cents of every dollar spent by advertisers.
- A new report from eMarketer charts 2021's ginormous rebound over 2020, and finds total spending by year's end will tower over 2019's pre-pandemic numbers by $120 million.
- 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.
- Hulu is forecast to hit $3.13 billion in 2021, with YouTube at $2.54 billion and Roku at $1.58 billion, according to eMarketer.
- It wasn't a good day for companies that rely on ad revenue. The technology industry lost billions this morning -- especially those focused more heavily on advertising.
- Centro rebranded to Basis Technologies on Friday, and next week will add research and benchmarking tools to its automated software offering for enterprise marketers.
- Ad executives explain why Facebook's "headwinds" are CTV's "tailwinds."
- It was not only the biggest opening weekend since the pandemic started -- March 2020 -- but the second-best October debut ever, said Comscore.
- Xandr, AT&T's advanced ad unit, says research participants estimate a 58% rise in data-driven linear TV spending over the next 12 months in the U.S.
- 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.
- 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.
- According to the study, there are five areas where multinational marketers are struggling within their media practices.
- Kantar's ad-equity ranking of media channels and brands found that online and mobile games showed the greatest improvement in consumer receptivity. Consumers find gaming ads more "trustworthy," "relevant," and "useful" as well as "fun and entertaining." YouTube, Google, and Facebook are still the most trusted social media platforms.
- iSpot.tv attributed the surge largely to the return of live sports, with 56% of the spend coming in such events as NFL, NBA games.
- 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.
- U.S. political advertising spending in the 2022 midterm elections will near record totals of the presidential race.
- 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.
- After years of eroding to the rapidly rising paid-search advertising marketplace, digital display advertising is poised to surge among B2B marketers. That's the prediction based on new estimates released this week from eMarketer, which has digital B2B search advertising flattening out this year, and for the first time in years will fall behind digital display by 2023.
- Advertising is now worth nearly five times as much as Amazon's retail business.
- Cinema advertising -- the hardest hit during the 2020 COVID-19 ad recession, plummeting 72% from 2019 -- will be the fastest-growing this year, according to just-released updated figures from Publicis Media's Zenith forecasting unit. With a projected 116% expansion in 2021, Zenith now projects cinema advertising will more than make up for its 2020 loses, and will now post incremental gains over 2019, too.
- Against tough comparisons to the year-ago pandemic period -- when virtually all at-home media took off -- all video-game revenue inched up just 2% to $14 billion for Q2.
- Only 14% of ad execs believe the industry's standard for handling media payment risk -- so-called "sequential liability" -- is the way to handle responsibility for media when a client defaults or declares bankruptcy.
- Although traditional TV platforms will decline this year, local TV stations' digital efforts will make some gains.
- The U.S. ad economy continues to rebound from the COVID-19 recession, but the rate of expansion began to temper in June, according to the latest data from Standard Media Index.
- Despite some big question marks about attendance, fan enthusiasm and athletic performance for the Tokyo Summer Olympic Games, Kantar on Thursday forecast it will set a new record for U.S. TV ad sales at $2.25 billion.
- Cruise and airline spending is down 58% in 2021 compared to 2019, per MediaRadar.
