Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "digital"
- A study by digital marketing agency Hennessey finds North Carolina is the most social media-obsessed state, followed by Tennessee, with Facebook leading as the most-Googled social media site in every state followed by Instagram, Twitter and TikTok.
- Marketing budgets climbed to 9.5% of total company revenue in 2022 -- up from 6.4% in 2021, but down from 11% in 2020 and 10.5% in 2019, according to Gartner.
- Brian O'Kelley, CEO and co-founder of Scope3, credited with the invention of programmatic advertising and the ad exchange, said about 3% or 4% of all energy use in the world powers the internet. And all those emissions are funded by advertising.
- The market is sending disruptive intent signals for creative agencies, while big brands also are researching "global business services" in big numbers, suggesting some big changes may be imminent.
- A study by media company Xaxis, marketing agency Catalyst and London Research explores recent shifts in consumer shopping behaviors resulting from the pandemic.
- The rise in viewability is a positive indication that marketers are better at ensuring their ads are more likely to be seen.
- Dstillery last week launched ID-free AI for cookieless ad targeting. The company will soon introduce a new version for health care.
- As U.S. workers settle back into a hybrid work model, two commuter studies examine the impact of digital-out-of-home screens on consumer perception.
- Smarter search optimization and tactics can sell items in stock, according to Lucidworks' data. Mismatched recommendations aren't the only reason shoppers leave the site without making a purchase. Some 15% of shoppers said they usually end up on a "no results" page when an item they look for is out of stock, rather than the site making a recommendation.
- The genre's growth depends on developers closing a critical gap between experienced advertisers that prove full-funnel effectiveness and novices that see only another channel for brand awareness. Gaming isn't an activity -- it's a lifestyle and an identity.
- DISQO on Thursday announced the acquisition of a software-as-a-service technology company that enables marketers to learn what consumers really think and feel about their brand's products and services.
- Legacy TV has seen higher "effective" cost-per-thousand prices for deals in the TV upfront ad markets over the last three TV seasons, according to Standard Media Index -- but with lower total upfront ad spend in key dayparts. The current TV season is now averaging $55,000 for a 30-second commercial unit, down from $59,000 from the previous TV season (2020-2021).
- 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.
- Total Q1 national TV linear advertising was up 4.7% to $9.1 billion, but without the Olympics, national TV had a 2.6% drop, while total national TV viewing sank 5% to 2.89 billion minutes, a MoffettNathanson report finds. In better news, AVOD services were up 63% to $1.9 billion in ad revenue.
- Nearly half of U.S. homes (46%) with a broadband internet connection subscribed to four or more video streaming services at the end of the first quarter of 2021 (according to Parks Associates). That was up from 22% a year earlier. While I don't have the figures for 2002 yet, it's certainly well over 50%. With powerful and deep-pocketed competitors such Disney, WarnerMedia, Comcast, and Apple, bursting onto the streaming scene over the past two years, the fact that Netflix lost less than 1% of its subscribers in the past year (which would have been a mild gain had it not pulled out of Russia), and continues to dominate any list of the most viewed streaming series, should be seen as a remarkable accomplishment and a sign of ongoing strength. In this week's edition, I outline who the major contenders are for a post-Netflix dominance of the new Golden Age of television.
- A study released by Apple and conducted by a professor at Columbia Business School looks to change perceptions that have circulated about the impact of Apple's App Tracking Transparency. For instance, Apple argues that its first-party Search Ads business "grew for a variety of reasons unrelated to ATT, and that it does not affect the apps' ability to collect and use first-party data.
- Through the partnership, Tinuiti will gain access to the full suite of Snapchat's audience, products, and services, with the goal to drive performance business results.
- Many people working from home find their work and personal lives are intertwined -- a trend Microsoft says accelerated during the pandemic, creating a new type of buyer, or persona it calls "the workday consumer."
- Recent research about streaming habits finds that many subscribers sign up only for a brief time and then cancel their subscriptions.
- The final day of the ARF conference highlighted the meaninglessness of audience "impressions," as well as nebulous terms like "watching," "viewing," etc.
- Marketers want more data to guide their decisions about buying online ad space from retailers.
- "Alternative currency is not just a question of research and methodology. It's about operationalizing it."
- "Algorithms are profiling children and teens to serve them images, memes and videos encouraging restrictive diets and extreme weight loss," Fairplay says in a new report.
- "We're actually planning, optimizing and buying against it," Chief Investment Officer Cara Lewis said.
- A new report by market research and consulting firm Million Insights says the global social media ad market -- valued at $103 billion in 2020 -- is expected to reach $262.62 billion by 2028.
- Yearly growth in U.S. digital ad spending slowed from 62% in the second quarter to 21% in the fourth quarter on tougher comparisons.
- More than three-quarters of U.S. households now own a smart TV, the key gateway to video streaming.
- Amazon, Target, and Walmart took the most in ad spend from brands, totaling more than $2.3 billion -- but the percentage in the top five categories differed, according to MediaRadar data.
- Consumers are shifting toward more intentional online behavior, away from social platforms and toward editorial sites such as news and lifestyle sites, mainly because the content is more positively perceived. Some plan to spend their time offline.
