Research Reports

What Advertisers Think: Advertiser Perceptions Omnibus Study May 2019

Asked what effect it will have on how they value discrete media, the ad industry believes it will have the greatest positive effect on online and over-the-top (OTT) video and the most negative impact on mobile video.

Those are two important findings of a study of advertiser and agency executives conducted by Advertiser Perceptions for MediaPost in May.

As MediaPost reported, two-thirds of the ad execs said they were either unaware of or did not understand duration-weighting, but overall felt that "time" was the best denominator to use for ads across screens.

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ANA Trust Report March 2019

Less than 30 percent of respondents feel that the current level of trust between client-side marketers and advertising agencies is high, and that is a concern. Across all respondents — those characterizing the current level of trust between client-side marketers as being high, moderate, or low — transparency was a common denominator. In other words, enhanced transparency contributes to high trust. Transparency concerns contribute to moderate and low trust.

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TV May Be Everywhere, But Research Isn't

Throughout the history of television audience measurement, most people had access to the same viewing platforms and devices. When something new came along to either add additional channels or enhance the TV viewing experience, most people eventually bought it. This remained true through 2000, as VCRs reached about 90% of TV homes and DVRs were new technology. Measuring who was using each medium and device (although not necessarily how they were using them) was relatively simple.

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19th ANNUAL EDELMAN TRUST BAROMETER Online Survey in 27 Markets 33,000+ respondents total. All fieldwork was conducted between October 19 and November 16, 2018. 27-market global data margin of error: General population +/- 0.6% (N=31,050), informed public +/- 1.3% (N=6,000), mass population +/- 0.6% (26,000+).

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MRI's Cannabis Study

This is the first syndicated research offering capturing the full spectrum of cannabis consumers in the United States.

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Advertising Expenditure Forecasts December 2018

Zenith predicts global ad expenditure will grow 4.5% in 2018, reaching US$581bn by the end of the year. Our prediction for overall growth this year has therefore not changed since June, though the growth figures have shifted for most individual markets. We then forecast 4.0% growth for 2019, followed by 4.2% in 2020 and 4.1% in 2021. Our forecast for 2019 is down slightly from our September prediction of 4.2% growth, but the 2020 forecast is stable. The 2021 forecast is new.

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This Year Next Year: Worldwide Media Forecasts

This new forecast for 2018 advertising investment growth is 4.3% and for 2019 3.6%, both small downgrades from the midyear predictions of 4.5% and 3.9%, respectively. This seems consistent with a macro outlook that remains firm, but fraying into 2019.

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Magna Ad Forecasts Record Advertising Growth in 2018: +7.2%

The latest MAGNA report reveals the ad industry is experiencing its strongest growth sine 2010. Ad sales are driven by robust economic growth in the U.S. ad BRIS, and $6 billion of cyclical spend. Digital ad sales (+17%) reach 50% of total ad sales in the U.S. in 2018, and globally by 2019.

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Kantar Media: 2018 Super Bowl Set Record For Ad Cost

At $5.24 million, the 2018 Super Bowl set a record for 30-second ad cost, up 96% over the past decade. Total 2018 revenue for pre- and post-game ads at $482 Million was second only to 2017.

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RECMA's 'New-biz Balance' For 2018

As in the previous ones, this sixth edition of the "New-biz balance” report is a final ranking of media agency networks based on the balance between accounts won minus departures. The retentions are listed but are not added to the New-biz balance as they are not new business. By creating a “Success Index," adding retentions to the new-biz balance, RECMA found the same ranking with MediaCom number one, by far.

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2019 Meaningful Brands

Buying has become a political act. Fifty-five percent of consumers believe companies have a more important role than governments today in creating a better future. 77% prefer to buy from companies that share their values.

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Global Intelligence: Automotive Ad Spend Forecasts

The automotive industry faces substantial disruption over the next few years as it copes with more technological change than many other industries. The auto industry has traditionally been slow to adapt, but is now being forced to respond to evolving consumer needs and advancements in technology. Brands are having to rethink the types of model they produce, the technology they include, and the way they communicate with consumers. They are building a new approach to paid advertising to cope with the declining reach of linear television, traditionally by far the most important channel for auto advertisers, and take advantage of emerging channels online, where consumers are conducting more research than ever.

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Listen First's 2018 Social Year In Review

The past year brought some of the biggest changes we’ve ever seen in social–from algorithm updates to GDPR, APIs launching and deprecating at a moment’s notice, bot purges, IGTV, Google+ saying goodbye, and everything in between. From brands and media publishers to platforms and data providers, everyone had to contend with a new normal, one that is still evolving and probably will for some time.


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U.S. Smart Technology Marketing Forecast 2019

In 2019 and 2020, U.S. smart technology marketing is pacing to rise 184.3% in 2019 to $967.8 million; projected to increase 108.5% in 2020. U.S. STM is expected to post an 83.5% compound annual growth rate (CAGR) during 2018-23 period, reaching $7.09B in 2023.

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U.S. Embraces Digital Local News, Seeks Community Connection

The digital era is making its mark on local news. Nearly as many Americans today say they prefer to get their local news online as say they prefer to do so through the television set, according to a new Pew Research Center survey of 34,897 U.S. adults conducted Oct. 15-Nov. 8, 2018, on the Center’s American Trends Paneland Ipsos’s KnowledgePanel. The 41% of Americans who say they prefer getting their local news via TV and the 37% who prefer it online far outpace those who prefer a printed newspaper or the radio (13% and 8%, respectively).

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More Disapprove Job Trump Is Doing As President

Asking in March 2109: In general, do you approve or disapprove of the job Donald Trump is doing as president? 53% disapproved and 43% approved with 4% not sure. This poll was done for NBC News and The Wall Street Journal.

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Social Trends: YouTube, Facebook Most-Used Platforms

The analysis in this report is based on telephone interviews conducted Jan. 8-Feb. 7, 2019, among a national sample of 1,502 adults, 18 years of age or older, living in all 50 U.S. states and the District of Columbia (302 respondents were interviewed on a landline telephone, and 1,200 were interviewed on a cellphone, including 779 who had no landline telephone).

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IAS Media Quality Report

Individual country editions of the Media Quality Report will now be released annually with a global overview updating key benchmarks in the first half of the year. This report is the first global overview of its kind, including major digital markets and high-level benchmarks in a singular source for marketers and publishers.

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The CMO Survey August 2019

Marketer optimism on the economy climbs slightly after hitting its lowest point of the last seven years in the February 2019 CMO Survey. B2B Product marketers are the most optimistic as are medium-sized companies ($100-499 million). Education and Transportation companies are the least optimistic with Mining/Construction companies on the other end of the spectrum.

Customers are expected to prioritize excellent service and superior product quality in 2020. Marketers expect customers to place a stronger emphasis on excellent service (28% increase) and superior product quality (12% increase), while pressures for low price have dropped by 17% since the February 2019 CMO Survey.

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Confiant's Demand Quality Report for Q2 2019

Industry-wide factors emerged as key drivers of trends in Q2. Confiant observed a substantial decrease in violation rates from Q1 to Q2 2019 for both Malicious and In-Banner Video ads. It suspects the decrease in IBV is driven by a broad set of industry factors, including growing ads.txt adoption and supply-path optimization, coupled with a more aggressive approach by the SSPs. The net effect is to foreclose the arbitrage opportunities that drive IBV. Despite these improvements, it found that nearly 1 in every 200 impressions was marred by a serious issue.

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The Healthiest Brands In 2019

Chocolate makers enjoyed a good year. Hershey moved up a spot to grab the third position -- behind second-place Dawn dish soap -- and M&M’s moved four spots to take fourth place over all for 2019.

The biggest movers on the list, the brands with scores that increased most significantly compared with last year, include United Airlines, Equifax and Ring Video doorbells. The measure on Equifax, it’s worth noting, took place while that brand was recovering from a massive data breach in 2017 that affected 143 million individuals. That company has recently seen some negative press around its settlement agreement that isn’t reflected in this data.

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Ad Execs Spend Summer Watching TV, Walking, With Family

Watching TV, walking for pleasure and family outings were the activities most often enjoyed during July and August by advertising executive.

When it comes to "leisure time" activities, advertising executives say they participate in them more than consumers do, according to findings of two separate studies asking each group how they spend their leisure time.

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Amazon Sales Declining Amid Online CPG Sales Growth

Amazon remains the leader in online consumer packaged goods (CPG), continuing to outpace the competition in share of sales and buyers. Yet, its share growth has slowed.

A downward shift in Amazon’s share of CPG sales in the U.S. sends an important message to retailers and manufacturers. Traditional and non- traditional retailers have been accelerating their responses to Amazon by adjusting their omnichannel oerings and strategies. These adjustments have helped them steal share from the global online player, but other factors are at play.

Today, the playing eld online has become exponentially more crowded, and while that does bring complications, it also means that many merchants have begun to hit their stride with consumers online.

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Fox Regains Most Expensive Prime-Time CPM Status

With an average upfront prime-time CPM of $43.40, Fox is the priciest of the major broadcast networks, according to a five-year analysis of prime-time network CPMs provided by SQAD.
The data delineated in this graphic shows the five-year trend line for the adults 25-54 demographic.

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U.S. Multicultural Media Forecast 2019

There is a clear opportunity for more marketers to engage Multicultural consumers to drive business growth. In what is perhaps the most significant finding in this study, Multicultural Media revenue – meaning total advertising & brand activation revenues (for both above- and below-the-line media) – significantly under-indexes the general population. This is especially notable for the many advertisers who are still on the sidelines, only reaching diverse segments through general market efforts and/or investing minimally compared to the size of the population and opportunity.

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GroupM: Inflating Prices, Enhancing Value

  • Prices for like-for-like media units in television in the US have risen over time in part because of the structure of the industry and the ongoing emergence of new brands.

  • The basket of media that a buyer incorporates into their measure of inflation should evolve.

  • Marketers should focus on directing their budgets to high value inventory rather than towards inventory with low costs.

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The Human Experience

First of all, the human condition is universal and unchanging. It is written into our stories, fairytales, and art. At the heart of the human condition is a desire for connection, to feel valued, and as Brené Brown famously wrote in Daring Greatly, “to be seen, valued and heard.”

Here is the good news: As the pace of technology is accelerating around us at a dizzying rate, our human values change much less perceptibly. We value being connected to something bigger than ourselves. We value self exploration and self mastery. We value exploration and discovery. We value the safety and security of home. If these values are unchanging they are worth exploring and understanding more deeply.

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U.S. CPG Cannabis Sales To Rise By The Billions

Although a large sector of cannabis products remain illegal under U.S. federal law, state-legalized cannabis and cannabidiol (CBD) from hemp will translate into billions of dollars in revenue. From marijuana sold via licensed dispensaries where it’s legalized for recreational use to hemp- derived products that are emerging at retail outlets, cannabis could generate new revenue for those that can capitalize on related opportunities. It could also pose signicant risk for suppliers and retailers that choose to turn a blind eye to the current and projected growth of cannabis.

In 2018, we estimate that total sales of all legalized cannabis in the U.S. reached $8 billion. This includes sales of hemp-derived CBD. That’s $8 billion in a country where marijuana is now legal for recreational use in just 11 U.S. states and Washington, D.C. With newer recreational markets such as Michigan and Illinois opening up for business in 2020 and more states likely to follow suit, Nielsen predicts that sales of all legalized cannabis in the U.S. will reach $41 billion by 2025.

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Ad Execs Short On Cryptocurrency

While the use of cryptocurrency in media-buying gets a lot of discussion, it is getting little uptake from the demand-side. A surveyofadexecutives conducted by AdvertiserPerceptions for Research Intelligencer in July finds more than two-thirds aren't even considering it.

The survey also found that Facebook's plans to launch Libra, a digital currency that would enable frictionless payments has done little to impact the ad industry's perceptions on crypto's role in advertising.

Sixty-eight percent of advertisers and agencies said the launch of Libra will have no effect on their plans, while 6% said it would actually make them "less interested" in utilizing cryptocurrency.

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A Quarter Of Large U.S. Newspapers Laid Off Staff In 2018

About one-in-four U.S. newspapers with an average Sunday circulation of 50,000 or higher (27%) experienced one or more publicly reported layoffs in 2018, according to the study, which examined news articles that cited staff layoffs at these outlets. This is slightly lower than the 32% of newspapers in this circulation range in 2017.

The specific papers with 50,000 or more Sunday circulation can vary year to year, but the vast majority (85%) fell into this category in both years included in this analysis. Of these, 9% had layoffs in 2017 and 2018. In other words, the papers that experienced staff losses in 2018 were for the most part different from those that did in 2017, widening the span of outlets with depleted staff.

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Dentsu Aegis CMO Survey 2019

Eighty-five percent of 1,000 CMOs and/or senior marketing executives in 10 global markets cited creativity as the most important capability in the future, though only 54% believe they are delivering it today.

Data collection and consumer insight ranked as the second most important capability for the future (84%), but a majority of respondents (60%) believe they already are delivering it today.

Marketers in the biggest ad markets -- especially China, the U.S. and Germany -- are most bullish in terms of increasing their marketing budgets over the next 12 months.

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Advertising Growth Drivers: Digital Endemics

For the bulk of advertisers whose businesses were not historically dependent on the internet, the fight for attention or share of voice will be particularly intense with the increasingly large companies whose businesses are endemic to the digital ecosystem. Many of them are more heavily dependent upon paidadvertising than most “traditional” marketers ever will be, with several spending more than half of their revenue on advertising. While companies within overlapping categories may be pressured to increase their own spending, pursuing better overall marketing, within and beyond paid media, may be another way to compete.

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Lots Of Media Choices Yet We Stick With What We Know

When Nielsen looks at video streamers, Americans are pretty focused. Notably, its MediaTech Trender survey found that on all of the occasions they stream TV or video, almost two-thirds of adults who stream video content are likely to watch when they know exactly what they want. One-third will watch when they have a rough idea, and only 22% watch when they don’t know what they want before diving into the options.

For those who are still on the fence about what to watch, it gets a bit tricky when looking at how they make their choices.

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Managing In-house Agency Creative Content, Legal Concerns

Risk is an inherent element of any creative process, but with the application of best-in-class practices, bringing agency services in-house should not be any riskier than using a third-party agency. As one respondent noted: “If the right people are hired with the right competencies and scope of work requirements are clear and agreed to, there should be no more risk to in-sourcing than out-sourcing.

Wherever an in-house agency is in its lifecycle — new, mature, or somewhere in between — the creative content and legal optimization processes recommended in this paper should be of benefit.

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Disrupting Brand Preferences

Disruptor consumers are of greater value to brands, particularly those with new andinnovative products...

Brands must allow for continuous interaction and feedback—where Disruptor consumers findtheir most value

Follow the lead of Disruptor brands: build consumer loyalty—as well as resulting LTV—through that cross-channel interaction...

And through 24/7, omnichannel options

As search, e-com sites and social platforms approach parity with TV, consider Disruptor- native (online/social) ways to drive brand awareness

Influencers hold sway over brand trust. Be both judicious in choosing partners and leverage the different roles each type of Influencer plays across the funnel

Super Influencers can be found across the social sphere, but have much higher participation than others in more passion- driven ecosystems

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The New Digital Frontier: Adoption Begins With Awareness

The vast majority of Americans are aware of some promising new technologies, especially consumer drones (86%), virtual reality (76%), artificial intelligence (70%) and cryptocurrency (57%), but a majority still are unfamiliar with others like augmented reality (52%) and blockchain (76%), according to findings of a nationwide study conducted July 13-17 by Manatt, Phelps & Phillips, LLP and Vorhaus Advisors.

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Discovering Brand Purpose

Seventy-eight percent of ANA-member CMOs said their company has a clearly defined purpose, but only 18% strongly agreed that it is part of a company-wide business strategy with specific goals. It is interesting to note that while 90% of respondents felt that brand purpose should guide company decision-making, 82% admitted that their company could use some expert help in defining and activating their purpose.

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Digital Ad Fraud In North America

Advertisers in North America will waste $61 on average per Internet user on fraudulent advertising traffic in 2019. This is set to rise to $103 per user by 2023.

Fraud follows advertising spend. As a result, those advertising in North America must put the correct tools in place to monitor and block fraudulent traffic. To highlight the extent of this, Juniper Research anticipates that 36% of global advertising spend lost to advertising fraud by 2023 will be from North American advertisers, however the region will only account for 9% of Internet users globally.

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Advertising Expenditure Forecasts June 2019

Zenith now predicts global ad expenditure will grow 4.6% in 2019, reaching US$639bn by the end of the year. This is slightly below the 4.7% growth rate we forecast in March, but 2018 now provides a much tougher comparison, after we upgraded our estimate of growth that year from 5.9% last time to 6.4%.

It expects advertising expenditure to grow behind the global economy as a whole in 2019-2021, after it outpaced it in 2018.

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Monetization Of Video

When given a choice of three general pay models, consumers are most likely to prefer free with ads— potentially as an alternative to yet another paid subscription.

Almost no respondents who viewed a show recently on linear through an MVPD considered the ad load reasonable—and a third felt it was unreasonable. All of which may contribute to MVPD service’s low rating on value for the money.

As just one example, if Netflix is considering including ads in its service, the results show that the monthly subscription fee would need to be significantly lower than the current fee—to avoid losing subscribers.

This year sees a 10-point jump in the proportion rating a free trial important for any new service— consumers want to try before they commit.

A full four in 10 18-34 year olds have canceled at least one subscription to an online TV platform in the past year alone—putting the pressure on these services to demonstrate their value early and often.


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What Advertisers Think

The increasing availability and complexity of consumer data is driving a corresponding increase in the supply of data analysis platforms and partners, according to a survey of ad execs conducted for MediaPost.

The study, conducted by Advertiser Perceptions in June, found that nearly three-quarters (71%) of ad organizations now have relationships with two or more data platforms/providers, and 22% expect it to increase in the next six months.

The top reasons cited by ad execs for boosting their supply of data analysis partners are the volume of data they must contend with (69%), the complexity of the data (41%), and the inability of their organization to integrate various forms of data in a manageable way (24%).

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Total Audience Report

Adults in the U.S. continue to increase their overall cross-media diet and, with it, opportunities abound forbusinesses that have efficient strategies to capitalize on them at their most engaged. These consumers spend 11 hours and 27 minutes per day interacting with media across TV, TV-connected devices, radio, computers,smartphones and tablets—21 minutes of additional media exposure across all platforms from first-quarter 2018.While that time comprises 48% of the total minutes available in a day, some simultaneous usage does occur across devices via multitasking consumers.

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CTV Impressions

Television sets are emerging as the dominant way consumers connect with connected TV (CTV), according to a quarterly tracking study from ad tech firm Extreme Reach.

Connected television sets accounted for a 49% share of CTV impressions during the first quarter of 2019, up from just 31% the same quarter a year ago.

Most of the TV set's gains have come at the expense of mobile and desktop, while the "unclassified" category -- presumably devices like videogame consoles, etc. -- is also expanding.

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Consumer Disloyalty Is The New Normal

What is fundamentally evident, is that consumers are mostly less strongly bound to familiar brands, which means brand halo eects risk losing even more power over time. This is good news for new, unknown brands but a signal to the well-known, heritage brands, that the trust ties are loosening. For brands of all sizes, marketing to the growing traits of disloyalty, instead of the declining rates of loyalty will be key.

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The State Of Advertising Measurement

Less than half (48%) of ad execs say they currently have the ability to accurately measure digital ad fraud and/or non-human traffic, but almost all of them believe it is eating into significant shares of their ad budgets.

On average, ad execs say 12.6% of their digital ad budgets are going to fraudulent forms of advertising, according to findings of a study conducted by Advertiser Perceptions earlier this year.

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Digital Out-of-Home Everything

The results of the survey reflect the continued and growing strength of the medium. More respondents are including DOOH m edia on their plans and more of those plans on average with DOOH in them are getting approved. The percentage of surveyed planners and strategists who had included DOOH in their recommended media plans has maintained growth and continued to be high.

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Consumers Overestimate Value Of Personal Data

A Morning Consult survey, conducted April 4-7 among 2,200 U.S. adults, asked respondents to put a dollar amount on how much they think different pieces of their personal information are worth, gauging the monetary value for public information such as someone’s full name and mailing address as well as privately sensitive information including passport numbers and DNA.

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How Legal Cannabis Use Affects Snacking Industry

America is a nation of snackers. Within the U.S., Nielsen data shows that sales of both salty and sweet snacks have increased over the past 52 weeks (ending April 27, 2019) with salty snacks reaching sales of $29.9 billion and sweet snacks hitting sales of $6.5 billion. But could the “munchies” driven by marijuana use increase sales further?

Marijuana consumption has been clinically and anecdotally shown to increase a consumers' appetite and enjoyment of food. And sales data from within the U.S. Census divisions where cannabis has been legalized for recreational use supports the munchies’ eect. Nielsen data shows that growth rates for both candy and snacks are rising faster in these areas than in geographies where cannabis has yet to be legalized for recreational use.

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The State Of Advertising

The most popular statement was “in the future advertising will need to involve a value exchange/ reciprocity”, which was supported by 77% of respondents.

The second most popular statement was “direct to consumer brands will inspire the big traditional advertisers to find new and better ways of connecting with their audiences”. Thirty-four per cent strongly agreed and 39% somewhat agreed.

Finally, 67% of respondents agreed that the industry had become too obsessed with its own problems to the detriment of putting the consumer first, while 65% agreed with the statement that most examples of brand purpose fail to resonate with the consumer as they lack authenticity.

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Ad Execs On Duration-weighting

The Media Rating Council's new duration-weighted impression standard, which will become the currency for valuing video advertising across media in 2021, is confusing and controversial to most ad execs, but to the extent that they understand it, they believe it is the right way to go.

Asked what effect it will have on how they value discrete media, the ad industry believes it will have the greatest positive effect on online and over-the-top (OTT) video and the most negative impact on mobile video.

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OTC Customers' Thoughts On Cannabis Sales

Seventy percent of adults who are interested in cannabis and who today treat their ailment with OTC/Rx medications say they would consider treating with cannabis because of the perception that it’s more eective than OTC/Rx alternatives.

Sixty-seven percent perceive cannabis to be healthier than OTC/Rx medications, and 69% are inuenced by the perception that cannabis is more natural than OTC and Rx alternatives.

Just under 50% of adults currently treating an ailment with OTC/Rx medications would consider cannabis as a treatment because they perceive it to be cheaper/more cost eective. The key question becomes “Will perceptions turn into purchases and re-purchases?”

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Americans Say Fake News Needs Fixing

Even though Americans do not see journalists as a leading contributor of made-up news and information, 53% think they have the greatest responsibility to reduce it – far more than those who say the onus mostly falls on the government (12%) or technology companies (9%).

A somewhat larger percentage of those surveyed (20%) say the public itself bears the most responsibility to reduce it. But another finding suggests the challenges inherent in that effort. Of the 52% of Americans who say they have shared made-up news themselves, a vast majority ofthem said they didn’t know it was made up when they did so.

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This Year Next Year: U.S. Media Forecasts

Traditional advertisers are not likely growing as fast as the industry average. All this growth is occurring as many of the world’s advertisers who were historically among the largest appear to be struggling, especially in fast-moving consumer goods sectors where low-single-digit (or less) growth has been an industry norm in recent years. Their struggles have occurred for many reasons, but an inescapable observation is that relatively new companies and related products have to some degree displaced what came before them.

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Advanced TV Matrix: A Market Snapshot

As a confluence of factors have brought upon us Advanced TV, we are faced with a TV industry that’s more complex than ever. Addressable TV has been around for a number of years now, but with the advent of OTT devices and new streaming services popping up all the time, we as an industry are starting to view this opportunity in a new light—as part of a bigger push to eliminate wasted impressions, garner insights into TV campaigns, and finally tie exposures to outcomes for true attribution. Fueled by data, this new landscape goes beyond the age/sex demographic and into targetability and granularity in a very digital-like manner.

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Is Fortnite The New Social Media?

Fortnite’s status as a “third place” is reinforced by its UX, where players can choose to play or watch other users play. It also offers its own lean-back experience, as the most watched and the most streamed platform on Twitch.

These distinctive, varying layers of interactivity are a critical draw for digital natives who view Fortnite as a place to be themselves for an encapsulated moment in time, delivering on a range of emotional needs that help them escape real-life pressures and demonstrate self-expression.

With tens of millions tuning into a concert in a video game, Fortnite is disrupting the way consumers build community, and offering brands and advertisers access to significant young audiences who don’t watch traditional TV.

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FY 2018 Podcast Ad Revenue Study

  • FY 2018 results are comprised of self-reported data from 22 companies that generate revenue from podcast advertising in the US, versus 19 companies in 2017.

  • Self-reported year-over-year revenue increased 34% in 2018, fromFY 2017’s self-reported revenue of $257.4 million.

  • Total market year-over-year revenue estimate increased 53% in2018, from FY 2017’s total market estimate of $313.9 million.

  • Total market year-over-year revenue is estimated to grow by 42% in2019, from FY 2018’s total market estimate of $313.9 million.

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Brand Safety Playbook

Many forms of fraud and piracy are driven by criminals who use the digital supply chain to trick consumers into interactions that earn those criminals money. Criminals can then use that money to fund illicit activities around the world—many of them violations of human rights and personal safety, if not plainly offensive content: bad for people, and bad for business.

Brand safety is an industry endeavor.Because bad actors will always findways to game the system, we must all be vigilant in our quest to manage brand safety as stringently as we can.

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'Game Of Thrones' Losing Audience

Forty-four percent of the pay TV service's subscribers say they aren't sure they will continue to subscribe following the series' end, according to a Morning Consult poll conducted May 20-22.

Eight percent of the "GoT" fans say they have already canceled their HBO subscriptions, while another 19% say they have plans to cancel.

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Exploring The Value Of Emotion-driven Engagement

Given the sheer quantity of touch points between customers and brands—onlineand offline—the challenge of collecting,reading, and reacting to every emotional cue in appropriate ways is enormous and growing. But it’s clear that customers don’tcare whether it’s difficult or expensive tohumanize relationships at scale. Companies that aren’t focused on building emotional bonds risk losing customers to competitorsthat are figuring it out—and it’s hard to winback old friends once you’ve lost them.

Most organizations already have a wealth of data about customers that can help jump start this process. It’s gathering and using that data—at the right time, in the right way, at scale—that will distinguish tomorrow’s most beloved brands.

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The Impact Of Culture

Today, consumers expect brand involvement with culture, particularly when it comes to social issues. In order to stay relevant and keep pace with competitors, brands need to keep culture in mind.

While there are many ways for brands to become involved, one size does not fit all. Brands should be thoughtful in their approach to ensure authenticity and appropriate brand alignment.

Culturally focused advertising performs differently based on environment and audience.Brands must tailor cultural ads to the right environment to ensure intended impact.

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Transparency And Securing The Supply Chain

  1. Profile proxy activity in order to start modeling legitimate behavior

  2. Catalogue more ad signals to better identify app spoofing across OTT and In-App

  3. Collect IPv6 addresses from dual-stack supported interfaces to identify fraud more accurately

  4. Swift adoption of app-ads.txt and wider implementation of VAST 4.1 to reduce spoofing

  5. Work to develop a User Agent & Bundle ID naming standard in OTT that is as consistent as possible

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The Podcasting Report

Podcast consumption has grown by +70% between 2016 and 2019, and ad spend has grown by over +200% from a low base. MAGNA expects consumption and ad spend will continue to grow by double-digits over the next five years, driven by increased awareness, increased reach and time spent, new methods of content discovery, innovation in ad formats and targeting capabilities, and improvement in campaign analytics.

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Nielsen Local Watch Report

As local markets continue to see growth in non-linear TV usage, deeper insights are needed to drive smarter business decisions. From Austin, where the largest percent of adults are reached, to Pittsburgh, where only 45% of adults stream, every entity that touches the local ad space in any market has to have clear insight into who’s watching what, and how. Nielsen is committed to keeping up with these changes to power insights and innovations that will help the ever-evolving industry continue to transform.

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Streaming: Friend or Foe to Local Markets?

Importantly, the streaming market isn’t closing doors and eliminating opportunities. Rather, it’s the opposite. But in order to activate in the space, marketers, stations and advertisers need to understand that streaming activity is not all the same—especially at the local level.

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Brand Keys Customer Loyalty Leaders List 2019

Amazon retained its position as the No. 1 consumer brand in terms of customer loyalty, according to just-released findings from Brand Keys annual tracking study. Google also retained its second place position, but after that most of the top loyalty brands have been reordered, with Samsung moving to No. 3 from No. 6 last year, displacing Apple's iPhone, which fell to No. 8.

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What’s Trending In Social TV

The state of social media for TV has been strong so far in 2019. Total Fan Growth for TV pages across Facebook, Twitter and Instagram is up 29% in the first half of 2019 compared to the second half of 2018, while social engagement increased 15% during the same time period.

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Video Trends Report

Whether it’s voice search, category recommendations or TV guide design, trends indicate that consumers are not looking for something new to replace their current technology and tools. What they want are innovations to complement what they already have — simple, elegant tools that help viewers navigate through the content chaos, with entry points they can trust. Service providers can build that trust by crafting better user experiences, educating their customer base and honing their message.

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Industry Insights Report 2019-2020

The retail cost of head-mounted displays is the No. 1 barrier to mass consumer adoption of virtual reality, according to the top line findings of an in-depth, mixed-reality industry report. The study, "Industry Insights Report 2019-2020," just published by mixed-reality industry promoter and conference organizer VRX, found that the "lack of content" was a close No. 2 barrier for most consumers, followed by the current size and design of headsets, the lack of consumer awareness, usability, and "motion sickness."

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National Tracking Poll On Brand Boycotts

In terms of potential brand boycotts, Senator Bernie Sanders curries more influence than any other leading U.S. politician, according to findings of a new Morning Consult poll. The poll, which surveyed a national sample of U.S. adults in late August, found that 26% would "definitely" or "might" boycott a company's products or services if Sanders called for one.

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Extended Reality (XR) Playbook

While VR uses a device to place the user ‘within’ an experience, AR enables the placement of virtual objects onto ‘real’ environments. Mixed Reality (MR) further combines the real and virtual worlds enabling both realities to interact with each other. XR is the convergence of AR, VR and MR, further accelerating the potential to create wholly new environments in combination with artificial intelligence, machine learning, haptics, biometrics, and spatial computing. The opportunity of integrating technologies and platforms is much bigger than the sum of their parts.

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Media Agency Compensation Practices

Those ANA members who have not yet updated their media agency contracts to address agency volume rebates, bonuses, and transparency issues should do so. The ANA, in conjunction with its general counsel, Reed Smith LLP, has developed a media agency Master Media Planning & Buying Services Agreement (Version 2.0) which can be used by advertisers in developing their own agency agreement. Additionally, those members receiving no or only partial cost details on their agency programmatic costs should request full detail to ensure confirmation of where their media investment dollars are going. 

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What Marketers Are Thinking About: Growth, Growth And More Growth

Key takeaways:

  • Top management of the world’s largest marketers appear more focused on growth than anything else, according to our analysis of words used on earnings calls.

  • Although growth cannot happen without them, customers are the next-most commonly stated term.

  • Other marketing terms play more of a supporting role on these calls.

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What Advertisers Think

Advertisers and agencies concur that there is a pressing need to continually educate their organizations to keep up-to-date on changing industry needs, but they differ in the subject matter they focus on and how they provide professional development for their staff.

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2019: MAGNA Raises Full Year Growth Forecast

Based on its analysis of US media owner’s financial reports, MAGNA finds that net advertising revenues grew strongly in the first half of 2019: +7.6% vs 1H18, across all media, accelerating further on an already strong market in 2018. MAGNA therefore increased its full year 2019 growth forecast to +6.3% (excluding cyclical) from +5.1% in the previous (June) forecast update.

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