Research Reports
Digital display advertising pioneered the processes of automating ad delivery, helping companies like Google to reap billions of dollars by running auctions for advertising inventory.
People’s travel preferences change with life stage, which isn't the same as age, along with the ways media exposure affects their decisions on where to go, what to do and how much to spend, according to a study from travel review site Tripadvisor.
Social media sites such as Instagram and TikTok will continue to be the top priority for advertisers in the next 12 months as they seek to reach target audiences, according to a survey of digital ad executives by Integral Ad Science.
Anime’s popularity is growing beyond niche audiences for Japanese-style animation and into the mainstream, according to a study by advertising agency Dentsu.
Brands currently activating with a linear TV advertising strategy can increase brand performance by adding native and CTV video ads, according to a report by LG Ad Solutions.
Sports docuseries such as ESPN’s “The Last Dance” that followed a season with basketball superstar Michael Jordan and the Chicago Bulls help to bring new fans to sports, according to a survey by advertising agency Dentsu.
Many television viewers use their smartphones to keep an eye on social media, play games or send texts.
Video games such as “Fortnite” and “Diablo IV” are notable for creating social spaces for gamers, allowing them to meet online to play or just to hang out.
Streaming apps offer consumers the ability to watch programming on a variety of connected devices including mobile phones and smart TVs.
Republican Donald Trump’s decisive victory over Democrat Kamala Harris in the race for the White House predictably has led to mixed reactions among registered voters. Democrats are more likely than Republicans to feel negative emotions such as fear, stress and anxiety.
Advertisers with a significant share of voice – or what researcher MediaRadar calls the "Titans of Advertising" – are mindful about increasing their media spending to maintain or increase their brand recognition.
Advertisers are optimistic about connected television and over-the-top media channels, with three out of five saying they planned to increase spend on those outlets this year, according to a study that Premion commissioned from Advertiser Perceptions.
Brand marketers often focus their marketing efforts on younger consumers who are beginning to form loyalties based on their personal tastes, or who are most likely to spend as they start careers, buy homes and start their own families.
Next week’s presidential election is considered too close to call, although some polls and betting markets show that Donald Trump is favored to be the next president.
As much as Google has worked to organize the world’s information, its biased search results struggle to add value for tasks such as finding gift ideas.
In time for scary season, performance marketing firm MNTN marketers about what haunts their advertising and media nightmares.
Studies that show a dramatic rise in the number of teenagers diagnosed with depression, especially girls, associated with social media have led to a crackdown aimed at protecting kids.
Holiday sales in November and December will rise 3.3% from the prior year, making it weaker than 2023 and longer-term averages, according to economists at financial-services firm Wells Fargo.
More than two-thirds of the U.S. population have their televisions connected to the internet, and the average time spent among adults is expected to surpass two hours a day in 2024.
Temu, the electronic marketplace that specializes in low-cost, factory-direct products from China, in 2023 sought to make a big splash in the U.S. market with its Super Bowl ad and ongoing campaigns. That spending likely affected competitors such as Amazon.
“Temu’s heavy investment in U.S. digital ads in 2023 may have been a factor in Amazon's ramping up its own presence in Google shopping ads in early 2024, but Temu’s impression share numbers are now running considerably lower than a year earlier,” according to a quartlerly report from performance marketing agency Tinuiti.
Another sign of how technology has changed the way people of different ages spend time with media is seen in how they’re most likely to get news about politics and elections, according to a report from the nonprofit Pew Research Center.
Brand marketers and advertising agencies used earlier versions of artificial intelligence to analyze data and make better predictions. With the rise of generative AI to create content from a few prompts from a human, professionals can essentially outsource some of their thinking and creativity.
American teenagers are exposed to conspiracy theories on social media with “alarming frequency,” leading many to believe in misinformation, according to a study by the nonprofit News Literacy Project.
Halloween in the past 10-15 years has emerged as a significant occasion for consumer spending, not only on candy and costumes, but also on elaborate decorations, party favors, alcoholic beverages and snack food.
Brands that advertise on national television for the first time are likely to see results beyond awareness and consideration.
Vice President Kamala Harris raised $1 billion in less than three months as a presidential candidate, giving her campaign a significant war chest for campaign advertising as the race enters its final month.
Most Americans are going into the holiday season with expectations of spending more than they did last year.
The digitization of media and improvements to supporting technologies are making advertising “100% addressable, 100% shoppable and 100% accountable, according to a report about 2025 media trends from advertising agency Dentsu.
A joint study led by Trustworthy Accountability Group for the first time measured digital advertising spend to help estimate losses from what is known as invalid traffic, or fraudulent activity such as showing ads to bots.
This year’s U.S. presidential election pits two of the weakest candidates in years against each other.
Frequency capping is an important part of preventing the same television ad from appearing too many times to the same household or even individual viewer.
Political misinformation and lies are rampant on social media, especially as foreign agents seek to manipulate the opinions of voters during elections.
Spending on digital advertising in the United States grew 8.9% from a year earlier during the third quarter, according to financial services firm Piper Sandler.
Technology companies are incorporating artificial intelligence into their software, including tools that organizations use to interact with their customers.
Generation Z is widely recognized as the most multicultural in U.S. history, and the growing spending power of these younger consumers demands that marketers understand their sensibilities.
The rising cost of tickets to attend sporting events “likely contributes” to more time spent watching sports on TV, according to researcher CivicScience.
Websites that aggressively generate traffic though search engines and social media to maximize advertising impressions...
Social media, digital display/video and connected television remain the fastest-growing channels for marketers of telecommunications services, according to a survey by software company Mediaocean.
Plenty of major brands avoid placing advertising next to news content or within news programming because they want to avoid negative associations with adverse information or politically charged opinion.
Inflation is still a major concern for U.S. consumers, despite what the economists at the Federal Reserve say in explaining why they want to devalue the dollar.
Roblox, the online platform that gives users tools to program games and play them, is gaining in popularity among Gen Z and Gen Alpha Americans, researcher CivicScience found in a survey.
Social media, digital display/video and connected television this year are still the fastest-growing channels for healthcare marketers, according to a survey by software maker Mediaocean.
National Hispanic Heritage Month started this week, an occasion when the interests and culture of Hispanic Americans are highlighted.
Social media usage has been linked to mental-health issues, especially for preteen and teenage girls, making the topic popular among online conversations studied by Cision-owned researcher Brandwatch.
Public relations professionals have a variety of tools to reach key audience groups, including what are known as earned media placements.
Disinformation campaigns and fake news are more prevalent as U.S. more consumers rely on social media for news.
Vice President Kamala Harris didn’t officially start her presidential campaign until the end of July, after President Joe Biden dropped out of the race.
Generative AI is gradually changing the way people interact with machines, especially when it comes to using computers to answer questions and handle digital tasks.
Social-video app TikTok and its Chinese parent company ByteDance on Sept. 16 are set to argue in a U.S. appellate court against a controversial law requiring ByteDance to sell TikTok’s U.S. assets or face a ban.
Apple, Amazon and TikTok have the most brand-loyal customers, according to a yearly ranking from Brand Keys.
Many U.S. consumers have lost significant spending power in the past few years as the cost of everything from basic staples to energy to dining out has risen.
Younger consumers as a group have been the heaviest users of social media, making the sharing of experiences through apps an integral part of their personal and professional relationships.
About two out of five U.S. consumers said they plan to use artificial intelligence for holiday planning as they prepare to shop, a survey last month by advertising agency Dentsu found.
The amount of invalid advertising traffic – or any activity that doesn’t come from a real person or a user with a genuine interest in an ad – rose sharply on connected television during the second quarter of the year.
Labor Day weekend is typically an occasion for brands and retailers to tout discounts and other kinds of deals for shoppers.
As consumers become more aware of the advantages and disadvantages of artificial intelligence, they are forming opinions about the technology’s ability to help them with online information, a survey from Bentley and University and Gallup indicates.
Advertising is a significant source of revenue for mobile games, but game publishers face significant competition from other media outlets for the attention of gamers, according to a report from consulting firm Bain.
Data breaches, identity theft, ransomware attacks and other scams have led many Americans to lose trust in organizations that once pledged to keep their personal information secure.
A U.S. judge this month blocked Warner Bros. Discovery, Fox and Disney from launching a sports streaming service, saying the new Venu Sports would lessen competition and restrain trade.
Generative artificial intelligence, the technology that powers popular apps such as ChatGPT and that also is revolutionizing internet search, is quickly being adopted by technology, media and telecommunications companies.
Advertisers that seek to reach engaged audiences of Black consumers are more likely to do so with televised and streamed video content than on social media, a study by trade group VAB and Hub Entertainment Research suggests.
Podcast advertising is an effective way to sway purchase decisions of these shoppers, according to a report by audio platform Veritonic.
Media companies are writing down the value of their linear television networks, and some are even earning a profit from their streaming services.
The change led to a steep drop in usage of ad-free video, according to a consumer survey by Hub Entertainment Research.
Households this year are spending an average of $82 a month on TV subscriptions, down from $85 a month in 2023, according to Hub Entertainment Research.
The growing adoption of artificial intelligence, including generative AI applications such as ChatGPT, by organizations has raised ethical concerns among executives from organizations of all sizes.
About half of U.S. adults (48%) said their opinion of a product or service was negatively influenced by at least one TV or video ad in the past six months, according to a survery results from researcher CivicScience.
Financial publishers and other affiliates to marketers of financial services are concerned about economic conditions, according to survey results in a report from affiliate marketing platform Fintel Connect.
Millions of U.S. households in the past decade have connected their televisions directly to the internet, opening themselves to a broader universe of media channels.
Social media have triggered a major mental-health crisis in the United States, as acknowledged by lawmakers that seek to curtail its destructive power on younger consumers.
Media buyers are confronting rising prices that challenge them to find more efficient ways to reach key audiences, according to the latest quarterly report from digital advertising agency Skai.
Marketing leaders are seeking ways to strengthen their roles within organizations as strategic thinkers and drivers of growth, according to a survey by consulting firm PwC.
Free, ad-supported streaming television (FAST) services such as Pluto TV, Tubi and Roku Channel are gaining viewers who are seeking programming without having to pay a subscription fee.
According to a report by Ipsos, brands – including those of media companies -- can help consumers make better use of their leisure time.
The Summer Olympics this week open in Paris, and consumers worldwide tend to be more interested in the sporting event than they were in the Tokyo Games.
The cord-cutting phenomenon – or canceling cable or satellite service – has led to a growing share of U.S. households becoming unreachable through traditional linear television.
Media is becoming more transactional as shoppable features are added to advertising and content.
According to a report by researcer Ipsos, there are pitfalls with AI that require human intervention to get the most out of analysis of ad creative.
Interest in the Summer Olympics in Paris is growing as the July 26 opening of the sporting event approaches, a tracking suvey found.
Many U.S. households are feeling the pressure of incomes that haven’t kept up with inflation, which this year has fallen from the 40-year high of 2022.
Newer video channels such as social media and connected television are considered “must-buys” by most advertising decision makers surveyed for the IAB’s " Digital Video Ad Spend & Strategy Report."
Major pharmaceutical makers are recommended to increase their presence on social-video app TikTok while pulling back on X, formerly Twitter, according to Worldcom’s latest Digital Health Monitor report.
Accoriding to a survey from the Television Bureau of Advertising (TVB) indicates, local television tends to be the most trusted source for news among U.S. adults.
Parents in the United States have mixed opinions about the effect of the internet and social media on their children. While they say they understand its value and the role it plays in their children's lives, they also see potential dangers,a survey by National PTA found.
More than half (56%) of advertisers surveyed by Advertiser Perceptions on behalf of Comcast’s FreeWheel said a large, simultaneous audience is the biggest reason to buy ads in live events. High viewer engagement (53%) and positive brand associations (42%) also were popular reasons among advertisers.
Sports teams in Los Angeles have the highest average amount of sponsorship deals in North America at $1.11 million, according to the "State of the Market" report from sponsorship data and analytics company SponsorUnited.
New subscribers to streaming services are increasingly likely to choose ad-supported services instead of ad-free tiers that typically cost more.
Spending on consumer goods last year rose 8.6%, the second-fastest rate of the past 12 years, according to a report from researchers Kantar, Numerator and CPS-GfK.
School-age children greatly influence the purchase decisions of their parents during the back-to-school season, a critical period for a wide range of brands and products.
Almost half (47%) of consumers said they avoid ads because they’re annoying, according to a study by digital ad platform Infillion.
According to a white paper by video-editing software maker Wondershare Filmora, online relationships are formed by creating and consuming digital content, and Gen Zers are sophisticated in how they use digital tools for expression.
Pride month has emerged as an occasion for major corporations and brands to express their support for the LGBTQ community, after years being marginalized.
Middle-aged consumers make up about 40% of all spending in the United States, but they tend to feel under-represented in advertising, according to a report by Horizon Media titled "The New Middle Age." It finds that the concept of being middle-aged is not necessarily tied to a person’s age, but more to how they feel about themselves.
About half (51%) of Americans said they are opposed to banning TikTok, the popular social-video app whose Chinese ownership has ignited concerns about potential threats to national security, according to a survey by review site HostingAdvice.com.
Several dozen hotly contested congressional districts are likely to determine the outcome of the U.S. presidential election in November, a study commissioned by the American Association for Retired Persons indicates.
About two out of five U.S. adults said they plan to watch or listen to some or all of next week’s debate between President Joe Biden and former President Donald Trump as it airs on several networks, according to survey results from researcher CivicScience.
Some brands are reluctant to place advertising within news content because of concerns that controversial or unsettling stories make people less receptive to commercial messaging.
According to a report by consulting firm Deloitte, Social-media platforms that display videos based on their personal characteristics tend to be perceived as more inclusive than traditional television shows and movies.
Streaming video services in the past few years have added more live sports to their lineups to appeal to a broader audience.
According to a report from TripleLift,“There is a considerable disconnect between publishers and advertisers, especially when it comes to defining successful fulfillment of digital ad spend in DE&I commitments.”
“The traditional CLV metric accounts for purchasing behavior but often does not factor in revenue or forward-looking profit contributions,” according to a Forrester Consulting report commissioned by marketing cloud company Zeta.
A survey of 1,000 U.S. consumers shows Chinese e-commerce platform Temu is luring more repeat business from shoppers than the much more established eBay.
Jeep, Ford, Levi Strauss, Coca-Cola and Disney are seen as the most patriotic brands, according to research and consulting firm Brand Keys.
According to Nielson, the fast-growing audience segment of Asian American Native Hawaiian Pacific Islanders (AANHPIs), which has an estimated $1.3 trillion in yearly buying power, tends to see news content as an important part of their media consumption.
According to researcher CivicScience, while about half (52%) of U.S. adults said they definitely won’t watch the NBA Finals, another 28% said they’re at least somewhat interested in watching, up 1 percentage point from a year ago.
U.S. digital ad spend across mobile, desktop and over-the-top platforms grew 16% from a year earlier to $25.5 billion in the first quarter as ad impressions hit 3.3 trillion, according to researcher Sensor Tower.
According to VAB, about a quarter (27%) of LGBTQ consumers said they’re always one of the first of their friends to try new products or services, which is 23% more likely than non-LGBTQ consumers.
According to a report by advertising agency Dentsu, “The metaverse, blockchain, cryptocurrency and other new tech are piquing their interest, sparking conversations about how these innovations could shape our lives down the road.”
Attention to advertising on connected television apps increased from 49.2% in the final quarter of last year to 51.5% in the first three months of 2024, according to data compiled by media-measurement firm TVision.
Consumer-facing employees have a critical role in representing the companies for which they work.
According to a survey by Consumer Intelligence Research Partners, "Apple News has indeed established a decent hold over a significant share of U.S. Apple customers."
Shoppers for luxury products are likely to find inspiration for their purchases on social media apps such as Facebook, Instagram and YouTube, according to a survey of U.S. consumers by Dentsu. For the purposes of its study, the advertising agency narrowed the definition of luxury shopper to U.S. adults whose household income exceeds $75,000 a year.
The U.S. election is five months away, and 69% of voters have made up their minds on which presidential candidates they’ll pick at the polling place, according to Harvard CAPS/Harris Poll results from mid-May.
According to a survey this year by the nonprofit Pew Research Center, more Americans said they prefer to get local news online, while fewer get news from television or in print.
According to a report by media-measurement company Samba TV, almost half (46%) of Gen Z consumers in the United States watch video streaming services daily, compared with 30% who watch traditional linear television each day.
Younger generations of consumers are most likely to view short videos on social media to find things to do at travel destinations.
As with past elections, political campaigns this year are vying with consumer brands for the attention of U.S. audiences.
Retailers that sell advertising are effective at helping brands to acquire new customers, a key priority for marketers.
Social media are mostly populated with user-generated content, which can make it engaging for people who want to see each other’s vacation pictures, dining experiences and photos of special occasions.
About half of the world’s population will participate in an election this year, making 2024 a key period for people to seek potential change in government policies.
Marketing executives said their budgets this year are 7.7% of total company revenue, a decline from the 11% average before the pandemic and the lowest since 2021, according to a survey by research firm Gartner. This year’s figure is less than the average of 8.2% since 2020.
About two of out of five media professionals have felt the pressure to maintain credibility amid accusations that they’re spreading “fake news” to advance a political agenda, according to the latest yearly survey by Cision, which operates PRNewswire.
The growth in podcast advertising in 2023 slowed to 5%, the lowest rate in data going back seven years, according to trade group IAB and consulting firm PwC.
The availability of product information on the internet has given consumers the tools to make more informed decisions about what to buy and how much to pay. However, many consumers also have faced frustrations in the path to purchase, according to a global survey by consulting firm Accenture.
U.S. consumers on average spend more than four hours a day with audio content, with radio as the most popular format among all ages, according to a quarterly report by Nielsen and Edison Research.
The Summer Olympics in Paris will mark a return the sporting event’s pre-pandemic history of allowing people to attend in person. As with other sports, the live attendance likely will help to generate excitement among people who watch the games on television or another device.
The percentage of U.S. consumers who have summer travel plans has nearly doubled from 41% in 2022 to 81% this year, a survey by advertising agency Dentsu found.
Retail media networks during the first quarter of this year experienced the strongest growth in spending by advertisers with a 24% annual gain, according to the latest spending treds report from digital ad platform Skai.
Generative artificial intelligence, the technology that enhances a broadening range of software, is making the creative process more accessible to more people. It has a dark side, as seen with recent incidents of deepfake pornography that incorporates images of celebrities such as singer Taylor Swift.
Internet searches by consumers in response to TV advertising for fast-food restaurants is higher when the ad runs on linear TV rather than on a streaming platform, according to a study by media-measurement firm EDO.
Caitlin Clark, the University of Iowa basketball star who is one of the greatest college athletes of all time, helped to generate record television audiences for the NCAA women’s March Madness tournament.
Mother’s Day in the United States is coming up on May 12, an occasion for showering moms with cards, flowers, gifts and a meal – or remembering those who have passed away.
Millions of Americans this year will vote in the next presidential election, and many of the undecided voters will seek reliable information about key issues and candidates.
Social-video app TikTok improved the value of its advertising inventory in the first three months of the year, according to the latest quarterly report from digital marketing agency Tinuiti.
Pandemic lockdowns in March 2020 drove significant growth in online grocery sales, which moved from the No. 4 digital-commerce category to No. 1 within a few weeks.
As more retailers sell advertising, the first-party data they collect from their customers is an important part of identifying their shopping behaviors.
Brands can boost sales growth by working to reshape people’s expectations amid the conditions – or context – in which people make choices, according to a report by research firm Ipsos.
The biggest companies last year boosted their share of U.S. advertising revenue as they harnessed their data and technology advantages, according to a report by trade group IAB and consulting firm PwC.
Internet-connected television has transformed the distribution of video, offering viewers hundreds of channels with thousands of shows, movies and events.
This year’s NCAA college basketball tournaments were notable for a surge in viewership for the women’s games, as the University of Iowa’s record-breaking Caitlyn Clark captured attention as one of the greatest collegiate players of all time
About a quarter (27%) of marketers said they plan this year to spend “a bit more” or “much more” in the upfront marketplace than they did last year, according to a survey by media-measurement company iSpot.TV.
The portion of U.S. households that own a smart TV grew from 70% in 2021 to 79% this year, according to a survey by Hub Entertainment Research.
Instagram in the past six months has gained popularity among U.S. teenagers while TikTok and Snapchat have declined, according to the latest "Taking Stock With Teens" report from financial-services firm Piper Sandler.
According to a yearly report, " The Stae of PPC," from auditing and monitoring software maker TrueClicks, fewer insights into pay-per-click campaigns have made them harder to manage than they were two years ago.
Marketers are seeking better insights into consumer engagement to help increase customer lifetime value, but they face challenges in gathering meaningful signals, according to a report by customer-engagement platform Acoustic.
U.S. consumers said they’re watching more connected television this year than they did in 2023 as they continue to spend less time with traditional cable, satellite and broadcast television, according to a report by LG Ad Solutions, the advertising sales arm of the consumer electronics company.
Social video app TikTok faces a possible ban in the United States because of national security concerns.
Concerns about data privacy have led to new regulations on how people’s personal information is used and to efforts by technology companies to give consumers more tools for data protection.
Many U.S. consumers said they support the idea of brands using generative artificial intelligence, the technology that powers popular apps such as ChatGPT, to create products, services and experiences, though there are differences in opinion among age groups, a survey by advertising agency Dentsu found.
Numerous studies indicate that younger consumers are more mindful than their older counterparts of brands that promote social good.
Social media provide brands with a way to reach consumers not only through paid advertising, but also through organic posts that people want to see.
Disney has several ways to boost earnings including its direct-to-consumer and content segments, analysts at financial-services firm UBS said a report.
Most Americans support a bipartisan bill that would force Chinese technology giant ByteDance to sell the U.S. operations of popular social video app TikTok or face a ban. The one exception: Generation Z.
Artificial intelligence is being adopted among a wide range of marketing applications as computing power grows and algorithms are trained on bigger sets of data. The introduction of apps such as ChatGPT and DALL-E 3 has helped to make the technology more mainstream.
Providers of subscription video-on-demand (SVOD) shows signs of wanting to rebuild pay TV by bundling channels, raising fees and adding ad-supported tiers.
There are significant differences in news-consumption habits between U.S.-born Hispanics and those who immigrated from other countries, the nonprofit Pew Research Center found in a recent survey.
New research suggests bundled services from streaming platforms may diminish the brand identity for each streaming service.
According to IAB"s survey, more than half (59%) of data decision-makers said they’re less confident about the data they receive from social platforms
Black America is becoming more diverse as the number of foreign-born migrants expands, challenging marketers to be mindful of cultural differences within a significant audience group.
Canadians on average believe they have four paid subscriptions services, but the reality is that they subscribe to eight services, asurvey by personal-finance site Hardbacon found.
Chinese officials would rather the United States ban TikTok than see the social video app’s U.S. operations sold to a company outside of Beijing’s control, The Wall Street Journal reported this week.
The practices as defined by the agency are common among a variety of websites, according to a study by website-hosting company KnownHost.
Millions of U.S. households have connected their televisions directly to the internet, unlocking the possibility for interactions that include direct purchases of products and services.
Ipsos's survey reveals about 4 billion people in more than 50 countries this year will vote in an election, and a rise in populist sentiment is likely to affect which political leaders, parties and coalitions emerge victorious.
Amid inflationary pressures throughout the U.S. economy, consumers haven’t skimped on streaming services, according to transaction data gathered by Bank of America for a report.
The pervasiveness of smartphones in the past 10-15 years has helped to support the growth of what’s known as the “gig economy.”
Television media brands are most likely to find loyal viewers among fans of puzzle or action games.
According to study by nonprofit Pew Research Center, about half of U.S. adult TikTok users have ever posted a video at all, and an even smaller group of 40% of users have posted videos that are visible to the public.
Out-of-home media have been a fast-growing category of advertising channels as marketers seek to reach consumers who were itching to leave their homes after the end of pandemic lockdowns.
KPMG's "Will This Year Be Different" report found mergers and acquisitions in the media industry last year fell in value and volume as businesses faced greater economic uncertainty and rising costs to borrow.
With changes in regulations on how pharmaceuticals can be advertised, other media channels have become a bigger part of the marketing mix.
The positive and humorous tone of many Super Bowl commercials this year reflected a public desire to be entertained, in contrast to social-message ads that were more prevalent during pandemic and in the wake of George Floyd’s death.
Sunday’s night Super Bowl set a television record with 123.7 million viewers on average, perhaps helped by the presence of pop megastar Taylor Swift at the game to watch boyfriend Travis Kelce play for the Kansas City Chiefs.
Broadcast television provides the broadest reach among U.S. audiences of any media platform, according to a recent study by trade group TVB.
The National Football League this week wrapped up its season with the Super Bowl, and now sports fans have more time to consider which college basketball teams will be in the March Madness bracket.
Social media platforms as a group are popular among U.S. adults, though there are differences among generations, according to the latest survey by the nonprofit Pew Research Center.
Companies that aim to enhance their reputation and visibility through sponsorships face challenges amid shifts in consumer sentiment and social priorities.
Samba TV's "The State of Viewership" report, pizza chain Domino’s delivered the most ad impressions on linear television and over-the-top channels during the he second half of last year.
Retailers that sell advertising – especially digital display ads – have become a significant part of the media plans for many consumer brands.
With rising costs for original content and live sports, streaming services such as Amazon Prime Video are seeking to boost revenue by adding paid commercial breaks.
Anheuser-Busch InBev’s Bud Light last year became a case study in how to destroy brand value with a sponsorship campaign that wasn’t aligned with the social values of many of its customers.
5PWR's report discovers about half (46%) of shoppers said what ultimately drove them to spend was word of mouth, which is defined among most people (71%) as the recommendations from friends or family members.
According to KPMGWhile's "Consumers loyal to streaming, but at what price?" report, some consumers may dislike the idea of sitting through ads on a paid streaming service, most are accepting the arrangement for the cost savings.
Marketers are shifting budgets into FAST services, as seen in last year’s 28% growth in global ad impressions, according to a report by media-technology company Amagi.
More than two-thirds (69%) of U.S. consumers said the amount of objectionable content they have seen online has increased or “increased substantially” in the past year, according to a study by Integral Ad Science.
About half of local media companies (49%) said digital advertising revenue rose from 2022 to 2023, according to the study by the Local Media Consortium, a group that seeks to help smaller publishers build economies of scale when selling advertising.
As social media companies compete more against retail media networks for advertising dollars, ecommerce has become an enticing opportunity.
Recurly's "The 2024 State of Subscriptions" study found the number of active subscriptions to services ranging from streaming video to direct-to-consumer goods last year grew about 16%, but other data suggest that acquiring customers has become more difficult.
According to CommerceIQ's "State of Retail" rreport reveals retail media ad spending jumped 31% last year, with particular strength seen in the fourth quarter as the holiday shopping season got under way.
Political advertising will help to lift spending on media and marketing in what otherwise may be a lackluster year for the U.S. economy, according to a forecast by consulting firm Winterberry Group.
Comscore's "2024 State of Programmatic" survey found brands are expected to boost CTV’s share of their spending from 14% in 2023 to 17% in 2024.
The portion of U.S. consumers who said they felt positive about engaging with companies through artificial intelligence (AI) fell to 50% last year from 62% a year earlier, according to a survey by software developer LivePerson.
One of the biggest annoyances for viewers of ad-supported video on demand is the number of times they’re forced to sit through the same ad while watching a program.
Various surveys have indicated consumers worldwide are concerned about the economic climate amid rapidly rising prices, higher borrowing costs and news reports about job cuts.
The Association of National Advertisers discovers only 49% of marketers said they were comfortable with the transparency of their programmatic media investments.
A survey by researcher YouGov found more than half (54%) of U.S. consumers said they had read at least one book in 2023, and the format of those books varied by reading frequency.
Amid expectations that cars will add more self-driving features, there is speculation that consumers will have more time for other activities while on the go. Amid these possibilities, they also want reassurances that they will be safe.
According to Pew Research Center's survey, almost half of U.S. teens said their use of social media is “almost constant.
Marketers in the past few years not only have become more concerned about brand safety, but also brand suitability – that is, trying to ensure that their advertising appears in the appropriate context of content and media outlets.
Recent economic data indicate the United States managed to avoid slipping into recession in 2023 and inflation showed signs of receding from multi-decade highs.
Ipsos's "What The Future: Teen" report finds half of U.S. consumers said streaming television is their favorite form of media, but younger people tend to gravitate toward interactive formats that provide social connections.
According to a study by the Family Online Safety Institute, when it comes to generative AI, parents are generally optimistic about how their teenage children will use it.
According to Audited Media survey most publishers said they expect to pursue digital growth in 2024.
Nielsen's survey reveals that more than half (55%) of U.S. consumers subscribe to a paid, ad-free video streaming service.
Skai's report finds retailers that sell digital advertising experienced the fastest growth in media spending on Black Friday compared with social media and internet searches.
Hulu saw the most significant growth in catalog size among streaming services, according to a year-end survey by viewing guide Reelgood.
Captiv8 found that in 2023, many Gen Z consumers were interested in nostalgia, artificial intelligence, and embracing individuality and self-care.
According to MediaRadar's The biggest streaming platforms by advertising revenue experienced an 8% decline in ad spend from a year earlier with a total of $1.07 billion from January to October.
CivicScience's survey found that one out of every 10 Americans this year shopped for holiday gifts on TikTok, but differences remain broad among age groups.
Pixability forecasts that with YouTube's significant portion of viewing activity on connected televisions, they are positioned to receive more media dollars from advertisers in 2024.
The Association of Online Publishers (AOP) and Deloitte's Digital Publishers Revenue Index (DPRI) report digital publishers saw a slight decline in revenue in the third quarter compared with a year earlier, as subscription gains helped to offset reductions in other areas.
GWI's report forecasts in 2024 that a growing number of sports fans will watch clips on social media. The growth will continue a trend seen in the past few years.
According to a survey by Havas, 94% of executives said their companies are customer-centric. However, only 40% of customers globally agree.
Bank of America's forecasts that U.S. digital media spending next year will grow 12% to $263.7 billion, capturing a bigger share of the total media marketplace in relation to consumers' time spent with media.
According to a survey by Rain the Growth Agency, the popularity of traditional linear television extends among the growing audience for women’s sports, with more than half (55%) of U.S. adults stating they watch women’s sports on linear TV. However, the survey found that streaming is a close second at 52%.
“For today’s consumer, a review or recommendation from a creator holds a lot more water than a branded advertisement or the paid endorsement of a celebrity spokesperson,” according to a report from TikTok and influencer marketing company Creator IQ.
A survey by DoubleFly found that Brands and agencies in the United States are more likely than their counterparts in Europe, the Middle East and Africa to have allocated advertising budgets to retailers that sell advertising, though global adoption is growing.
Dentsu's study reveals the most popular aspiration is to read more, with 42% of adults ages 18 or older saying they’d like to settle in with a book. Consumers also are interested in spending more time listening to podcasts (36%), watching streaming TV (35%) and consuming news (33%).
Fyllo's survey finds 88% of the C-suite and 78% of CEOs said their current audience-targeting solutions are prepared to operate without cookies, compared with 62% of executives at the vice president and director level.
According to a forecast by Commerce Signals, consumer spending at retailers this holiday season will increase 2% from a year earlier, though categories such as beauty stores will see higher growth.
Lunio's report forecasts marketers are poised next year to waste about $72.4 billion of their spending on advertising because of invalid traffic, a 33% increase from $54.6 Million in 2022.
Global consumers before the pandemic tended to weigh how their purchase decisions affected the world around them amid heightened awareness of climate change. However, according to Ipsos' survey, economic insecurities have pushed some consumers – especially those with lower income or education levels – to worry less about social issues.
Deloitte's survey indicates higher-income consumers are likelier to say they'll participate by shopping on four key days: Thanksgiving, Black Friday, Small-Business Saturday and Cyber Monday.
According to a report by media-measurement company Samba TV, social media are ranked as the No. 1 source for gift ideas by U.S. consumers, followed by family and friends and television advertising.
Spending on open programmatic advertising for connected television rose 2% from a year earlier to $5.3 billion in the third quarter. According to estimates by ad-verification firm Pixalate, the slim increase marked a dramatic slowdown from the double-digit percentage growth in the prior two years.
Eye/O and Blockthrough's report indicate artificial intelligence (AI) technology is transforming multiple segments of the media and marketing industries, including the process of making online advertising more effective.
Hub Research's report finds that consumers remain loyal to streaming platforms despite the constrained output of fresh programming caused by the months-long strikes by Hollywood actors and writers.
According to a survey by Merkle, the database marketing agency owned by Dentsu, 58% of marketing executives said they work with retail media networks to understand the shopper better.
According to the recently published "The 2023 State of Fast" from Comcast Advertising and Xumo report, 84% of media buyers who place advertising on free, ad-supported television (FAST) channels said they expect to increase their spending in 2024.
According to a study by contextual suitability and targeting solutions firm Peer39, advertising by Fortune 500 companies makes up almost half (45%) of ad placements on connected TV channels that are either fake, divisive, misleading or not suitable for brands.
Improving their return on investment in 2024 is a key priority for 41% marketers, making it the most common goal among those surveyed by researcher Kantar.
A survey by Ipsos finds the percentage of people who plan to spend more this holiday season has risen from 21% in 2020, when the global economy was in the grips of the pandemic, to 32% this year. Millennials and Gen Z consumers are especially ready to open their wallets, according to Ipsos.
A survey by advertising agency Dentsu found more than half (59%) of LGBTQ respondents said they see LGBTQ people depicted in ads all the time or often, compared with only 45% of the general population and 44% of hetero-cisgender consumers.
Magna Media Trials and Samsung Ads' survey found that 56% of millennials and 60% of Gen Z agreed that CTV had better-quality ads than cable and satellite. The survey also found that 67% of millennials and 62% of Gen Z believe CTV ads are more relevant.
According to a survey by Pew Research Center, most U.S. adults (81%) supported a parental consent requirement for minors to set up a social media account. In addition, 71% favor requiring people to verify their age before using social media sites, while 69% would like to see limits on how much time minors can spend on the sites.
The peak holiday shopping season starts this month, and many marketers have begun executing their advertising strategies. Almost all (97%) of holiday marketing budgets are set by October, according to a survey by Comscore.
Drive Research's survey reveals brands developing a media strategy for the holiday season should consider how they'll reach consumers online and drive their purchase decisions in stores. Most U.S. consumers (82%) plan to participate in Cyber Week, which describes the period from the day after Thanksgiving to the following week.
According to a report by the Alliance for Video-Level Contextual Advertising and Tobii, almost half (42%) of viewers paid more attention to an ad, learned more about the product and were more interested in the products when served AI-enabled contextually targeted ads.
A widening selection of internet-connected devices has given consumers more ways to spend time with entertainment content, which “represents a major vehicle for brands looking to find relevance by connecting with culture,” according to a recent study by advertising agency Dentsu.
A study by IAB suggests podcast platforms are adding more e-commerce features to convert listeners into shoppers, but they also can help with the upper parts of the purchase funnel.
Social media influencers typically gain a following among consumers who trust their opinions on products and services. More than half (61%) of consumers said they were at least somewhat likely to buy a product from a brand if an influencer they know and trust posts about it, according to a survey by influencer marketing platform Traackr.
A survey by technology company Cisco indicates brands should be mindful of their privacy practices, especially when catering to younger consumers. People ages 18 to 34 are the most likely to act when necessary to protect their privacy, with 42% of them saying they have switched companies or providers over their data policies.
The Trade Desk found in their study that the proliferation of networks has led advertisers to feel “overwhelmed by the number of potential retailers to activate against,” the report said. “This is in part why 57% say they prioritize working with the biggest and/or most relevant retail media networks.”
PwC's study reveals consumers in the United States will increase their holiday spending by "a healthy 7%" this year, setting aside an average of $1,530 for gifts, travel and entertainment.
Among all current Netflix users and those likely to subscribe, 29% would subscribe to an ad-free plan, either by continuing to subscribe or starting a new subscription to Netflix Standard or Premium plans, according to researcher CivicScience.
Social video app TikTok gained 80 basis points of share to remain the favorite app among U.S. teenagers at 38%, according to a survey by financial-services firm Piper Sandler. Image-messaging app Snapchat was in second place at 28%, followed by image-sharing app Instagram at 23%.
According to TV ratings company Nielsen, U.S. Hispanic adults spend, on average, 8 hours and 41 minutes daily with media. Most of that time is spent with television, mirroring the activities of the general population. However, their engagement with TV differs from that of the broader group of consumers.
Reading captions while watching a streamed movie or television show isn’t considered a chore among a significant portion of younger consumers. Instead, 61% of Gen Z adults and 58% of millennials say they regularly use the subtitles feature on streaming platforms, compared with 30% of Gen Xers and 27% of baby boomers, according to researcher Morning Consult.
The portion of Americans who want businesses to weight in on issues has declined 7 percentage points in the past year to 41% currently, according to a survey by researcher Gallup. Though Americans generally oppose businesses weighing in on current events, there are some issues for which they support businesses taking a public position.
Economists have fretted that the U.S. economy is slowing down after a strong rebound from the brief pandemic recession. Advertising agency professionals are feeling the pressures that come with declines in commercial activity, according to a survey by consulting firm RSW/US.
According to a survey commissioned by data-platform Funnel, 64% of marketers say AI may or will replace their jobs in the next five years.
Ipsos reveals in their survey more than a third (39%) of consumers said they would distrust influencer content created with AI, the most of any category included in the Ipsos study. Thirty percent said they wouldn’t trust AI-created content from companies or brands.
More than four out of five (86%) of Black adults said the news media show racist or racially insensitive depictions of Black people often or sometimes, according to Pew Research Center.
According to a survey commissioned by advertising and measurement platform Innovid, most advertising professionals (89.5%) said a unified view of converged TV across linear, connected TV and digital.
Online video this year is the most preferred media channel for marketers for the fourth straight year. According to a survey by market researcher Kantar found. A net 74% of marketers said they planned to increase their spending on online video in 2024.
Streaming video content has a 13% higher attention index and 74% higher co-viewing incidence than linear TV, according to data from attention-measurement firm TVision in a study commissioned by LG Ad Solutions.
Ipsos found in their report that there are ways business-to-business marketers can avoid being susceptible to making bad decisions by relying on research that's incomplete, faulty or outright fraudulent, such as making sure that the right people are being asked to share their insights and that the sample size of respondents is big enough.
Adoption of TikTok Shop already is “fairly high” among users of the app, according to a survey of U.S. consumers by researcher CivicScience.
About four in 10 (37%) shoppers plan to spend more on gifts this year, according to a survey by the Out of Home Advertising Association of America. Its survey found that the portion of shoppers who plan to spend more than $500 this year on gifts grew from 57% last year to 68% this year.
The U.S. government has worked to expand internet connectivity to the 30 million households that are considered low-income. Almost three quarters (72.4%) of low-income households -- defined as those with income at 200% of the federal poverty guideline -- have an internet connection, according to a surey by nonprofit group Connected Nation.
A survey by the advertising agency Dentsu indicates more than half (52%) of respondents said they’re buying more store brands or generics to keep their groceries in check, while 40% said they haven’t changed these habits. Only 18% of consumers said they’re buying more name-brand products than usual.
According to a report by American Television Alliance, about a third (34%) of U.S. consumers said monthly or annual fees for cable TV or streaming video were the most important factor in deciding to subscribe.
According to Oarex's report, payments for digital-media buys have grown increasingly late, reaching 46% of all payments, an increase from 42% in H2 2022, another sign that the media marketplace is weakening.
The portion of U.S. consumers who say advertising accurately represents Black people has steadily declined in the past few years. According to a survey by advertising agency Dentsu, it fell from 74% in 2021 to 70% this year.
Aki Technologies report finds more than 75% of U.S. consumers are fans of professional football, while 42% are fans of college games -- and their viewing habits are an important part of their shopping decisions.
According to CivicScience, the most popular way to spend less is in going out to eat, with the percentage of people saying they’ll save by dining out less frequently rising from 47.7% in January to 51.1% in August.
According to a global consumer study Recurly, 79% of boomers didn’t cancel any subscriptions in the prior 12 months, compared with only 37% of Gen Z. Conversely, 42% of Gen Z said they have canceled one to three subscriptions in that same time frame, compared with only 18% of boomers.
According to Comscore's survey, CTV households with at least one ad-supported service, which typically is less expensive than subscription services or is free to consumers, grew 17% from 71.4 million in May 2021 to 83.7 million in May 2023.
According to media-measurement firm TVision, ad-supported apps – which include ad-supported video on demand (AVOD) services such as ESPN+ and free ad-supported television (FAST) services such as Pluto TV – captured two-thirds (66%) of time spent watching connected television (CTV) in the first half of this year.
Internet-connected television has spawned an explosion in new video channels, with Google TV's live television service alone offering 800 free channels. According to Nielsen's "State of Play" report, more than 1,400 free, ad-supported television (FAST) channels have been identified by Gracenote.
Generative artificial intelligence, the technology that powers the ChatGPT chatbot, is starting to show its most popular uses in the behaviors of early adopters, according to a survey by research firm Ipsos.
Dentsu's survey finds that consumers with student loans, which comprise 22% of the general population, plan to shop earlier this year to avoid the coming constraints on their budgets.
According to a study by the Television Bureau of Advertising (TVB), television has higher reach and more time spent with viewers of ad-supported streaming services than viewers of ad-free streaming platforms.
Numerator finds in their study that a third of all shoppers of back-to-school supplies said they consider name-brand traditional supplies important, which means brand marketers have an advantage with their media and merchandising strategies as parents seek trusted products.
A study by GroupM Nexus and trade group IAB Europe found that many European audio advertisers recognize engagement.
Benlabs' survey discovers that about half (52%) of consumers prefer watching a TV program with product placement over advertising. It also found that product placement generates better recall, is more likely to result in consumers researching products and generates better connection with products compared to advertising.
Data gathered by Samba TV indicates streaming services capture new viewers with marquee content, but the strength of their broader library of programming keeps them hooked. Such retention is important to marketers in reaching consumers who sign up for video-on-demand services with commercial breaks.
U.S. consumers spent less time watching linear television last month than watching streaming services and other platforms, according to Nielsen data, marking the first time that traditional TV made up less than half of total U.S. viewing.
AdImpact reveals that during Amazon's two-day "Christmas in July" event on July 11 to 12, they sold more than 375 million items, and customers spent $12.7 billion, up 6.1% from a year earlier.
According to WARC's report, connected television (CTV) faces a challenge in persuading marketers of its performance credentials.
According to Horizon Media's survey, 47% of people said they'll rewatch old shows if their favorite scripted shows -- which generally include dramas, sitcoms and late-night talk shows -- aren't available.
Retailers that sell digital advertising are capturing a growing share of advertising budgets as brands seek to reach consumers when they’re most ready to shop. According to a survey by Integral Ad Science, 98% of U.S. internet users shopped on these retail media networks (RMNs) in the past 12 months.
The Conference Board's survey notes the steep drop in sales for Bud Light, which had been the top-selling light beer in the United States, after a consumer boycott, has served as a warning for marketers about the potential backlash from taking a stand on social issues. According to the survey, 61% of corporate executives said they expect such hostility to become more pronounced in the next couple of years.
According to Kantar's study, the portion of TV ads classified as funny has risen from about 33% in 2021 by a couple of percentage points since then.
The Conference Board, in collaboration with Ragan Communications, found in their study that while 40% of marketing and public relations professionals respondents are concerned about being replaced by artificial intelligence, they also see AI as a useful tool, with 82% stating it will improve productivity.
Skai's quarterly report found that retail media's ad spend grew 35% from a year earlier in the second quarter, faster than the 30% annual gain in the prior three-month period.
A survey conducted on behalf of Go Addressable by Advertiser Perceptions discovers the portion of marketers who say they use addressable TV this year grew to 73%, up from 63% a year ago. Video distribution companies formed the Go Addressable consortium to promote its adoption.
According to researcher Kantar, food and beverage brands are the most resilient among all product categories, with the slimmest decline in brand value in the past year. The group lost 3% of its value, compared with a 20% decline for the top 100 brands, such as Coca-Cola, Pepsi, Red Bull and Lay’s, which experienced growth.
According to Cassie's survey more than half (53%) said their team doesn’t have the technical resources needed for compliance.
CivicScience found in their survey that 22% of people familiar with Christmas in July festivities, such as sales events and TV programming, have a favorable view of them, and 38% view them unfavorably. There are generational differences, with 49% of people ages 18 to 24 having a favorable view, compared with only 15% of people over age 35.
The 2022 Academy Award win by the movie "Coda" for Best Picture lifted hope among people with disabilities that they would see more depictions of themselves in mainstream movies and television series. However, according to data compiled by Nielsen, the number of new disability-inclusive TV and movie titles has declined since peaking at 365 in 2019.
According to Muck Rack, salaries in the PR and communications industry vary by seniority, and tend to average about $100,000 a year at a brand, compared with $80,000 at an agency.
Harvard CAPS/Harris Poll's survey reveals 58% of registered Republican voters said AI will make advertising and marketing worse, compared with only 43% of registered Democrats.
Social media platforms in the past few years have expanded their support for ecommerce as they face greater competition from retailers selling advertising. According to MikMik's "State of Social Commerce" report, certain behavior patterns have emerged as more people order products they see on social media.
Association of National Advertisers, the American Association of Advertising Agencies and researcher Advertiser Perceptions survey found the most common cause of an agency review is a change in brand direction, with 52% of advertising professionals saying such shifts somewhat or significantly increase the frequency of reviews.
Numerator's report finds consumers are looking for ways to save, and some of the most common ways to cut back are searching for coupons, promotions or sales (54%), cutting non-essentials (50%) and stocking up on essentials when they're on sale (49%).
According to Nielsen's survey 49% of marketers worldwide said their spending on connected television advertising is very or extremely effective.
Deloitte's survey found that parents plan to spend $597 on each child, a 10% decline from last year's back-to-school spending.
DirecTV's survey discovers that 30% of U.S. consumers who canceled a streaming service said they needed to cut back on entertainment costs.
Ipsos' study finds Twitter users are likelier than Instagram users to show interest in Threads. More than half, 58% of Twitter account owners said they're very or somewhat likely to try Threads, compared with only 51% of Instagram users.
According to Premion, almost half of advertising decision-makers (46%) at agencies or brands said they increased their spending on CTV/OTT to capture declining TV audiences. In comparison, 44% said CTV/OTT provides the benefits of TV with digital capabilities.
Idomoo reports more than 80% of consumers in the United States or the United Kingdom said they want more videos from brands, while 70% rarely receive such content.
Forty-seven percent of marketers surveyed by Epsilon and CitrusAd said that total sales was the most important metric for retail media campaigns, and the same percentage cited return on ad spend (ROAS). Just 22% said that category share was a key metric.
Skai's survey finds that 52% of people who are familiar with Amazon Prime Day, the ecommerce giant’s yearly shopping event, said they expect rising prices to affect their spending this year.
Ipsos study found 42% of consumers said they bought something because it was marked on sale and later regretted it. Among those people with such feelings, 62% said they really didn’t need the product, 42% described the purchase as impulsive and 34% said they have too much stuff already, among other reasons.
According to a survey by Dentsu, Millennials are the most receptive to brand messaging about sustainability, with 44% saying such communications influence their decisions “a lot” and 34% saying “some.” Only 14% of boomers said sustainability messaging has a big effect on their purchases, which was the lowest of any age cohort.
“Nearly all Gen Z fans are using social media to consume sports-related content, and they are more likely than those in older cohorts to prefer consuming interviews with athletes, posts from athletes and posts from the athletes’ families on social media,” consulting firm Deloitte found in its 2023 surve of sports fans.
According to Nielsen's latest report, the Roku Channel captured 1.1% of total TV usage last month. The usage number is a significant indicator of the growing popularity of streaming video services that don't charge a subscription fee because they make money from ad sales.
PwC's report forecasts that by 2025, advertising will become the biggest source of revenue for the entertainment and media industry, whose growth rate will slow as consumers shift their spending on content.
The Association of National Advertisers found that out of the 67 member companies that volunteered to participate in their study, only 21 could obtain log data to complete it. The other 46 companies couldn't obtain log data because of legal constraints or some other impediment.
A study by Boston Consulting Group found many CMOs worldwide have already adopted some kinds of AI, and are generally optimistic that generative AI will be positive for their work.
According to the Market Research Institute International and the University of Georgia's report, most people who work in market research say they're happy in their jobs, with half stating they're "very satisfied" and 12% stating they're "completely satisfied."
Kantar's latest ranking reports technology brands such as Apple, Google and Microsoft are the most valuable worldwide, though many advertisers aren’t worth as much as they were a year ago.
According to a survey by Leichtman Research Group, 88% of homes this year have a connected TV, up from 44% in 2013.
Salesforce and researcher YouGov reveals about half (51%) of marketers are currently using generative AI, while another 22% said they plan to use it very soon.
The Nielsen's "Push for Change" report, whose publication coincides with Pride Month, includes the results of a global survey about how people feel about LGBTQ+ representation in media content and advertising.
Television Bureau of Advertising (TVB) finds local news broadcasts on television deliver many times more advertising impressions than streaming platforms do.
According to Bank of America there are three main reasons for the rise of boomers as the primary homebuyers. First, as boomers retire, they often move closer to family and friends. Second, they look for smaller homes as their kids move out (and half of boomers are buying homes with cash). Third, they have the financial wherewithal to buy another home with the wealth accumulated throughout a longer period.
Nfinite reveals that while Generation Z consumers get all the attention regarding why they choose one brand over another, Baby Boomers in the United States have all the spending power ($2.6 trillion) and wealth ($73 trillion). According to the survey, 40% of Baby Boomers said they would be unlikely to shop again on a website whose product imagery didn’t match the actual product, compared with only 26% of the general population.
Mediaocean's study finds 59% of media and marketing professionals said they're keeping an eye on how consumers are using AI, while 57% said they're watching social video trends as apps such as TikTok add more users worldwide.
Fifty-four percent of marketers of consumer products said they’re budgeting more for acquisition, dwarfing the 13% who said they are budgeting more for retention, with the remaining 33% of respondents splitting their budgets evenly among both goals, according to the study by Optimove.
According to a study by Axios and Harris Poll, Patagonia, the maker of outdoor clothing and gear that supports environmental causes, has the best reputation among U.S. consumers. They also determined that warehouse chain Costco, tractor maker Deere, grocery chain Trader Joe’s and fast-food chain Chick-fil-A are well regarded.
“In-language media continues to be a major influence for Asian American consumers,” according to media measurement firm Nielsen. “Brands and advertisers that include in-language media and culturally-inclusive content are building trust with Asian American consumers and can impact their purchase decisions.”
HubSpot reports that 33% of business-to-business and business-to-consumer marketers worldwide said short-form video (less than a minute long) is an integral part of their marketing strategy for 2023, followed closely by mobile-friendly website design at 32% and creating content that reflects a brand's values at 30%.
Placer.ai.'s study of the business districts of five cities, Boston, Chicago, Houston, New York and San Francisco, found similarities and differences in how people spend time at the office.
Harvard CAPS/Harris Poll's survey finds ACNN and Fox News are the biggest sources of news for registered voters in the United States, though their audiences differ by political affiliation.
According to a ranking by Digital Turbine and Apptopia, Tubi is able to drive strong downloads in relation to its brand recognition. The firms devised a way to measure this relationship with their Brand Relative App Growth, or BRAG, Index.
The National Football League generates the most viewership for live linear television with its widespread fan base. According to a study by Omdia, 90% of U.S. sports fans watch either college or professional football, and 71% engage with the NFL.
According to a survey by Cision, which operates PRNewswire, maintaining credibility, declining revenue and the lack of staffing are seen as some of the biggest challenges facing journalists. More than a fourth (27%) of respondents said combating accusations of “fake news” was the single biggest hurdle.
Streaming aggregator Reelgood analysis finds Disney+ and Hulu can complement each other with premium content. Disney+ has a bigger movie catalog with 1,351 titles vs. Hulu’s 1,197.
According to an analysis by media-measurement company iSpot.tv, insurance company Progressive had the biggest share of voice on television during the first quarter of the year. The insurance carrier was No. 1 in ad impressions and media spending.
Interactive Advertising Bureau finds in their research that ad revenue for podcasts in the United States is forecast to grow 43% from $1.83 billion last year to $2.28 billion in 2023, the trade group estimated.
In their analysis, omnichannel ad platform Skai finds that the prices for digital advertisements declined during the first three months of the year, though the number of ads kept growing.
After lagging both higher-income and lower-income households in recovering from the pandemic, middle-income households are poised to weather a possible slowdown in the economy later this year. According to Bank of America, U.S. Census data indicate that median household income was about $71,000 a year in 2021, and that 75% of households have an income of less than $130,000. However, that income level doesn’t tell the complete story for how many households behave.
The National Retail Federation and Prosper Insights & Analytics survey finds U.S. consumers plan to spend a record $35.7 billion on Mother’s Day this year, a 13% increase from the prior high of $31.7 billion last year. The survey found that 84% of U.S. adults are expected to celebrate the holiday, a percentage consistent with past findings.
According to NCSolutions' report, Zoomers, the first demographic group that has never been without the internet and has always had easy access to information about products and specific brands via the proliferation of smartphones and social media, are at no surprise susceptible to social advertising.
Attest's survey suggests linear television has experienced a slight rebound in the past year as many consumers return to their pre-pandemic media-consumption habits. According to the report, the portion of consumers who said they don't watch live TV fell from 24.5% last year to 20.2% this year.
Pew Research Center's report finds the percentage of U.S. adults who said Twitter is mostly bad for democracy fell from 38% in 2021 to 28% this year. But the portion of people who said Twitter is mostly good for democracy also fell – from 37% to 32% during the same period. The biggest change was among people who said Twitter has no effect on U.S. democracy, which rose from 24% in 2021 to 39% this year.
More than two-thirds (69%) of them said economic conditions had an extreme or significant effect on their planning for the year, according to media-measurement company Nielsen in a survey.
The customer-engagement firm Ebbo's report found that more than half of consumers (53%) say they would be incentivized to submit user-generated content for a chance to win a cash prize, making it the most popular kind of enticement.
During times of such doubts about the future, consumers tend to shop for affordable luxuries such as cosmetics to treat themselves. Deloitte's survey found that 77% of consumers worldwide had bought something to treat themselves in the prior month, even though only 42% thought they could afford to "spend on joy." The median spending splurge was $32, though it varied by the kind of products consumers bought for themselves.
TVision's survey reveals thrillers dominated the ratings of new content on streaming services in March. Hulu's docuseries about a Sarah Lawrence College cult, "Stolen Youth," commanded the highest viewer attention with 159 points, according to TVision's metrics. Its attention index identifies how viewers paid attention to programming compared with the average program.
Like other ad-supported video-on-demand (AVOD) services, Netflix’s new service tier had a lower subscription fee to incentivize viewers to sit through commercials. According to Aluma Insights study, 45% of new Netflix subscribers who signed up for the Basic with Ads tier said the service had “far too much” or “a bit too much” advertising.
Tinuiti's report finds U.S. consumers are more likely to mistrust social media platforms, in order of ranking, Facebook at 63%, Amazon at 23%, and Google at 14%. That distrust was reflected in a separate question about which platform consumers trusted the most. Almost half (43%) said Google, followed by 39% for Amazon and only 19% for Facebook.
Many advertisers are going into this year's upfront sales season for networks feeling less flexible about what they can commit to spend. According to iSpot.tv's survey, 61% of respondents said they're less flexible or about the same than in the past, a marked shift after three straight years of growing flexibility.
Pixalate's report found that Magnite had the biggest share of programmatic advertising among sell-side platforms for connected television (CTV) in the first quarter of 2023. According to the report, Magnite had a 44% share of Amazon Fire TV streaming devices and a 40% share of Roku devices, bigger than its closest competitor, FreeWheel, which media giant Comcast owns.
According to Kantar's "The State of Online Research Panels" report, market researchers in the final three months of 2022 discarded an average of as much as 38% of the data they collected because of concerns about quality and panel fraud.
According to Placer.ai, retail visits fell 4.2% from a year earlier. The declines were evident among grocery stores and superstore chains such as Walmart and Costco, which performed well during the pandemic because consumers had fewer places to visit.
Pixalate's "CTV Device Global Market Share Report" found Roku had the most share of voice for open programmatic advertising on connected television (CTV) at 50% in February. Roku's share was more than twice that of electronics giant Samsung in second place at 21%. Amazon (13%), Apple (5%), LG (4%) and Vizio (4%) had smaller shares.
Interactive Advertising Bureau's "Internet Advertising Revenue Report" reports that high inflation, rising interest rates and the war in Ukraine conspired in 2022 to create uncertainty amongst marketers. Amid these concerns, U.S. digital ad revenues rose 16% from a year earlier to surpass $100 billion during the first half of the year – a new milestone.
PCH Consumer Insight's survey found that 40% of younger U.S. consumers ages 18 to 44 said they prefer to binge-watch a series when it's released, compared with only 29% of people ages 45 or older.
The Association of National Advertisers (ANA) and consulting firm Winterberry Group's report reveals marketers said they face various challenges with media measurement even as they prioritize ways to improve it with data analytics.
Hub Entertainment Research's report finds that 77% of U.S. television households have a smart TV, up from 66% three years ago. According to the report, the adoption of smart TVs has significant implications for how marketers reach audiences.
According to Starcom's survey, more than a third (35%) of sports fans said games that are more affordable to see in person would make them bigger fans, while about a quarter (24%) said they want easier ways to watch games.
GfK study suggests More than half (57%) of consumers are unable to name a brand that supports diversity, equity and inclusion, and an equal portion of respondents couldn’t point to a brand that supports environmental causes, according to researcher GfK.
According to Nielsen, in February, Tubi, the free, ad-supported television (FAST) platform owned by Fox Corp., expanded its share of total viewing time to 1% for the first time. That distinction was enough to separate Tubi from the “other streaming” category, as Paramount Global’s Pluto TV had managed to do earlier.
Tinuiti's survey finds U.S. consumers are more likely to say they mistrust social media platform Facebook (63%) than the other two digital advertising giants, Amazon (23%) and Google (14%).
Proofpoint's report reveals a common online threat to consumers is the practice of phishing. According to Proofpoint, the most abused brand last year was Microsoft, with over 30 million messages using the software giant's name or product, such as Office or OneDrive, in a cyber attack.
According to a study by Magna and Spotify, the study found that about two-thirds (67%) of consumers who listened to audio with another person said they paid complete or some attention to ads, compared with only 58% of people who were listening alone.
LendingTree and Pymnts found in their report a quarter of U.S. consumers have a side job, while 17% receive another form of income, including from the sale of used items, gambling winnings and government benefits.
Merkle's report finds consumer preferences for rewards from brands have been stable since the last decade, but the pandemic and high inflation have led many people to prefer basic necessities.
According to media measurement company Nielsen, many U.S. women last year used streaming platforms to watch popular shows of yesterday, such as “The Gilmore Girls” and “Seinfeld,” media-measurement company Nielsen. This trend was particularly noticeable among women ages 18 to 34.
Asendia reveals the most common methods for such discoveries are directly visiting a website (38%), seeing a brand on YouTube (27%) and looking at Facebook (24%).
Game developer GameHouse reveals in their survey that 67% of women in the United States and United Kingdom said they play mobile or other video games during their “me time” or moment when they want to relieve stress and relax.
CMO Council's survey discovers that 64% of marketing leaders said they measured media and advertising performance with sales lift. Other top metrics included return on ad spend (59%), reach of targeted audience (47%) and brand lift (45%).
Nearly 400 CTV apps were delisted in the fourth quarter of last year, or less than 1% of those appearing in app stores, according to a report by programmatic data platform Pixalate. More than 3,700 CTV apps were delisted from Roku and Fire TV’s app stores last year, the research found.
According to Magna Media Trials and ad-filtering tech company Eyeo, ad-filtering users are more likely to influence purchase decisions across technology (81% ad-filtering users versus 74% non-filtering users), grocery (78% versus 75%), financial services (74% versus 64%) and automotive (69% versus 64%).
Dynata survey finds more than half of people worldwide (60%) said rising prices were the biggest worry before Silicon Valley Bank's bank failures led the news. After concerns about inflation, Russia's war on Ukraine was the second-biggest worry, as cited by 50% of consumers.
According to Chatmeter's study, consumers have more information at their fingertips than ever before, and online reviews of brands are a key part of helping them make purchase decisions. A significant majority (89%) of consumers say they use online reviews to evaluate the quality of a product or service.
Hub Entertainment Research's survey shows U.S. consumers have heard of streaming brands such as Netflix and Disney+, but they're less confident they could explain to someone else the differences among these services.
According to Origin's report, 49% of U.S. consumers said they've seen a QR code in a commercial. The remaining respondents said they hadn't seen QR codes in commercials or weren't sure about it -- though the study found significant differences among different age groups.
Wistia's analysis of more than 80 million videos on its platform found that an average of half (50%) of viewers will watch the entirety of videos that are shorter than one minute. The percentage is slightly lower for videos of three to five minutes, with 46% of viewers watching them until the end.
Truth Initiative's report discovers nine out of the top 15 shows most popular with people ages 15 to 24 contained tobacco imagery in 2021, which translates to 25 million young people who've watched shows with tobacco usage.
A study by creative platform CreativeX of how women are portrayed in advertising shows mixed results. In 2022, ads featured 34% more women than men compared with the year before, the research found.
According to IAB's report that coincides with the Playfronts, more than 215 million people in the U.S. play video games and on average are in their early 30s.
According to a study by by programmatic data platform Pixalate, The percentage of U.S. television households that can be reached through automated buying of connected TV (CTV) advertising grew from 50% in 2019 to 98% by the end of last year.
Coresight Research's report finds livestreamed shopping is forecast to generate $31.7 billion in sales in the United States this year, and will more than double to $67.8 billion.
Sprout Social's study reveals more than half (53%) of marketers said changing content formats is the biggest challenge with planning and posting social media content. Marketers also said developing content for new platforms is a challenge (46%), while algorithm changes (35%) that make content easier to find are another big concern.
According to Reach3 Insights', a third of consumers said they're extremely or moderately familiar with ChatGPT. The survey found that 60% of people believe ChatGPT will affect society in ways that aren’t understood yet, though they were generally optimistic that the change will be for the better.
SCS' report reveals more than a quarter (27%) of U.S. consumers said they've permanently shifted their preferences to online shopping over going to a store. This group of core digital-first consumers boosted their online spending during the pandemic and continues to do so.
More than 90% of CMOs surveyed by the consulting firm ChiefOutsiders said inflation was one of their top three concerns as rising prices test the spending power of customers. Amid concerns that the U.S. economy will slow down and lead to higher unemployment, CMOs are surprisingly concerned about labor shortages., with four out of five ranking talent and labor issues as a top three concern for 2023.
A global study by Ipsos reveals consumers worldwide currently are more likely to say they’re willing to pay more for a product or service with an appealing brand than they were a decade ago.
According to Optimove's survey, two-thirds (66%) of consumers said they want fewer marketing messages, and 27% said they feel as if they are bombarded by such advertising.
TVision's study finds viewers of connected television (CTV) are generally perceived as being more intentional in finding what they want to watch, and that means most of the time spent with CTV consists of viewing content (78.8%) or switching apps (4.3%).
Generation Z's media habits are likely to significantly alter the advertising strategies of brands, especially as people born since 1997 expand their earning power. According to Hub Entertainment Research's study, this younger group spends more time watching non-premium videos and playing video games than watching traditional linear television.
The metaverse promises to lessen the friction between the physical and digital worlds, allowing brands to create more immersive, computer-generated experiences in their interactions with consumers. However, technology is still in its infancy, though consumer adoption is limited to a small segment of the global population. According to PwC's survey, only 10% of people have used a virtual-reality headset to play video games, watch videos or do work-related activities.
Tubi and Fox found in their survey that standard video ads are preferred by 62% of streaming viewers, making them more popular than other formats such as split screen, interactive or QR code ads.
Pew Research Center's survey finds about half (47%) of U.S. adults said they get news from radio at least sometimes. However, only 7% of U.S. adults said they prefer radio to other platforms for getting news, the same survey found.
Digital Turbine and Apptopia's study Amazon Prime Video, which can be ordered as a standalone service or bundled with the e-commerce giant's Prime membership, had the highest "brand power" score at 16.9%. That score was ahead of those for Netflix (15.5%), Disney+ (12.6%), Paramount+ (12.5%) and Hulu (12.4%).
Pixalate's report estimates ad spending on mobile apps that were removed from Google and Apple's app stores surpassed $45.3 million last year.
According to a survey by the Siena College Research Institute and St. Bonaventure University’s Jandoli School of Communication, about three-quarters (72%) of Americans say they are football fans, even if they don’t consider themselves sports fans -- while an equal percentage say they watch football.
Despite scandals such as the collapse of crypto exchange FTX into bankruptcy, a significant portion of U.S. consumers feel optimistic about other kinds of digital assets that they can buy for use in computer-generated settings such as video games and metaverse. According to Dentsu's survey, the percentage of people who own virtual goods for use in the metaverse grew from 8% in 2022 to 13% this year. Another 25% said they're very interested in owning digital goods, a percentage that held steady in the past year.
LG Ads' new study suggests that consumers have a generally favorable view of commercials that provide more information or interactive elements. About four out of five (82%) of U.S. television viewers said they liked enhanced ads overall, according to a survey by LG Ads, the advertising-sales unit of the consumer electronics giant.
Nielsen's report finds Americans last year increased the total amount of time spent with streamed content by 27% to the equivalent of 19.4 million years. The biggest growth was seen among original programming.
Influencer marketing has been touted as a way for brands to engage hard-to-reach younger consumers by sponsoring internet personalities who have a significant following on social media. According to Open Influence's study, 91% of brand marketers said they're open to exploring new trends in influencer marketing for 2023.
According to Bain's report, looking ahead to the remainder of 2023, private-equity firm Bain & Co. foresees several themes emerging in media dealmaking. This outlook is rooted in a variety of deals that were announced last year. Those include Microsoft’s planned $69 billion takeover of game developer Activision Blizzard, which is facing regulatory objections. The second-biggest M&A transaction was the merger between game developers Take-Two Interactive and Zynga.
According to AdTaxi's survey, the upcoming Super Bowl game between the Kansas City Chiefs and Philadelphia Eagles is likely to have a significant streaming audience. Almost a third (30%) of people who plan to watch the NFL championship game said they will stream it, compared with 29% of cable TV viewers and 26% of broadcast viewers.
According to Tinuiti's report, Amazon's sponsored product ad format drove the biggest yearly gain on Cyber Monday. That first Monday after Thanksgiving, which got its name after people shopped online when they returned to the office and had faster internet connection than at home, saw a 44% yearly gain in sales attributed to Amazon ads.
TikTok has become one of the most popular social media apps in the United States. For advertisers, TikTok can help to engage younger Gen-Z consumers who spend less time than older generations do with other kinds of media, such as traditional linear television. According to M&C Saatchi Performance's survey, more than half (56%) of TikTok users said they have bought a product promoted on TikTok, while 36% said they’re open to buying stuff they see in the app.
Pantheon's study discovers almost three-quarters (73%) of consumers are willing to share personal data with brands they trust, making it a fundamental part of forming a long-term relationship with customers.
Interactive Advertising Bureau's study finds almost two-thirds (64%) of companies that have adopted privacy-preserving technology are using DCR. According to the report, the majority (61%) of DCR adoption has occurred in the past two years, more recently than the adoption of other technologies such as data management platforms (DMPs) and customer data platforms (CDPs).
According to Hub Entertainment Research's survey, as people return to commuting, either by car or mass transit, diverse kinds of media content are popular travel companions. Over-the-air (OTA) radio is the most popular form of media, particularly for drivers. Almost two-thirds (63%) of consumers say they listen to traditional radio while driving, while 50% listen while riding on mass transit.
Netflix and Disney last year expanded into ad-supported video-on-demand (AVOD) services,, marking a significant shift from their start as subscription-based platforms that didn’t carry advertising. According to Kantar's study, the addition of an ad-supported tier helped to make AVOD the fastest-growing category of streaming services in the fourth quarter of 2022.
Winterberry Group esitmates that total growth in sending will advance by 5.9% this year as continued gains in online advertising will more than offset declines in its offline counterpart. According to Winterberry Group, online marketing spend will grow almost 11% to $307.3 billion amid gains in every media category. Internet search will be the biggest with about $107.6 billion, which is 9.3% greater than in 2022.
Consumers are spending more time with streaming video than with traditional linear television, but prime-time broadcasts can still draw a significant audience. According Nielsen's report, this phenomenon was seen in September, when the four primary English broadcast networks in the United States – ABC, CBS, NBC and Fox – attracted an average of 3.9 million viewers for live and same-day viewing among 224 prime-time programs.
Brands that sponsor sports teams have a chance to increase loyalty among fans, but changes in the way people spend their leisure time may lessen that effect. Accordigng to Ipsos's study, about two out of five U.S. consumers (41%) said they’re more likely to buy products or services from companies that sponsor their favorite teams, and 56% said they buy merchandise or apparel for sports as a fan.
Deloitte's study reveals about half of C-suite executives (52%) said increased brand recognition and reputation was the biggest benefit of sustainability efforts at their companies. That benefit was bigger than customer satisfaction (44%), innovation in their products or services (43%) and employee morale (42%).
Collaborative for Customer-Based Execution and Strategy discovers parents of children who attend private schools (82%) were the most likely to see social media as a distraction – more than parents of children in public schools (73%), charter schools (74%) or those being homeschooled (67%).
Ascend2's survey discovers less than a quarter (22%) of marketing professionals believe that their personalization strategy is very successful at helping to achieve strategic goals.
Generation Z consumers (born in the late 1990s and more recently) tend to watch more television programming as they age, even if the content is delivered in a video stream. According to Horowitz Research's survey, the younger cohort of people ages 13 to 17 spends an average of 47% of their viewing time with professionally produced television content.
According to a survey by software review platform Capterra, more than three quarters (78%) of small businesses that run ads on TikTok said they had seen a positive return on investment (ROI), and a majority of those did so within six months.
The final championship game between Argentina and France, which some commentators described as the greatest of all time because of its dramatic second half, hit a record 16.8 million viewers as measured by Nielsen.
Ampere Analysis forecasts that media companies this year will face more significant economic pressure, limiting the growth of spending on original content to 2%, the lowest in more than a decade, excluding the pandemic slump.
Jungle Scout's report finds our out of five (79%) U.S. consumers say they plan to reevaluate their spending habits, while about two-thirds (64%) say they will work harder in 2023.
According to a global survey by researcher GWI, the amount of time that people say they spend online has fallen as the pandemic surge wears off and they use their time for other things. Usage time this year declined by an average of 13 minutes to reach six hours and 42 minutes a day, the lowest since 2019.
Hub Entertainment Research's survey find viewers of ad-supported streaming video are generally satisfied with the number of ads they see. Only 23% of people who watch the ad-supported tier of Discovery+ say there are too many ads, while most others say they see a reasonable number or don’t have any opinion on the matter.
According to Leichtman Research Group's report, having internet service at home is almost equivalent to having broadband service. Ninety percent of U.S. households get an internet service at home, while 89% of all households have a broadband connection.
As gaming becomes more of a social experience in games such as Fortnite and on livestreaming platforms such as Twitch, women gamers are more likely to say they have been subjected to different kinds of toxic behavior from male gamers. The behavior includes verbal abuse, sexual harassment, and being sent inappropriate content. According to Bryter's survey, the problem is getting worse. The portion of women gamers who experienced such toxicity from male gamers has more than doubled, from 34% in 2019 to 72% this year.
A study by ad agency Dentsu finds U.S. audiences have noticed the efforts by marketers to make their advertising more diverse in the past few years. More than two-thirds (69%) of consumers, on average, said advertising had become more diverse, while 12% said it had become less diverse.
According to an end-of-year report by Experian Marketing Services, advertisers have shifted their usage of third-party consumer data to improve their audience targeting in the past few years, with key differences among industry verticals.
Elon Musk's releasing of internal documents relating to Twitter's censorship of news in 2020, when the social media platform banned the New York Post for tweeting about Hunter Biden's laptops, bolstered people's claims (mainly politically conservative commentators) that they were "shadow-banned" by Twitter. "Harris Poll survey, commissioned by the Center for American Politics at Harvard University, reveals reports about the shadow-banning may be influencing public opinion about Twitter. Almost two-thirds (64%) of registered voters believed Twitter engaged in political censorship during the 2020 election.
According to a global survey by research and review platform GoodFirms, among social media sites, photo-sharing app Instagram is preferred by 86.5% of consumers, making it more popular than sister app Facebook (62.2%), Amazon Live (31.4%) and Snapchat (22.7%).
Advocacy group Define American and the University of Southern California’s Norman Lear Center's study finds the representation of immigrant characters in television programming has shifted in the past few years, and in many cases doesn’t reflect the experience of people who have moved to the United States from other countries.
According to a recent survey by the Data & Marketing Association, the portion of marketers in the U.K. who cited poor communications with colleagues has grown from 26% last year to 33% this year. The group asked more than 300 senior marketing professionals throughout the country about recent trends.
Mediaocean’s survey discovers marketers are prioritizing strategies that show measurable results. According to the survey, 52% of markers said person-driven paid media are among the most critical advertising capabilities and media investments.
According to the Out-of-Home Advertising Association of America (OAAA), spending on outdoor advertising has risen as consumers resume many of their pre-pandemic activities away from home. Out-of-home (OOH) ad revenue rose 11% from 2021 to $1.94 billion in the third quarter.
L.E.K. Consulting report suggests that while consumers have been forced to be more selective about their spending, changes in some of these habits are expected not to last as prices stabilize. Consumers see the most significant effects of inflation on the products and services they use, such as gasoline, food, household items, and utilities. However, as prices stabilize, consumers are most excited about spending their money on food and beverage products (62%), housing or rental units (50%), daily household items (44%), and travel (40%).
Emodo’s survey discovers marketers are seven times more likely to say they experienced lower campaign effectiveness because of ID loss when a primary key performance indicator (KPI) is brand safety. According to the survey, although brand safety is not dependent on identifiers, there is a strong perception among marketers who want their ads to appear next to suitable content that identifiers do matter.
Deloitte predicts the total value of technology, media and telecommunications (TMT) divestitures will increase by 35% to 50% in 2023 to a range of $250 billion to $300 billion in 2023, higher than the average of $244 billion for 2016 to 2020. "Many TMT companies still see divestitures as a path to becoming more agile in dealing with future uncertainties, and as conditions improve, they will likely once more begin to act," according to the report.
AppsFlyer’s survey finds more television viewers are spending their time with programming on connected devices like smart TVs. As a result, marketers plan to transfer more of their media budgets to connected television (CTV) next year. Ad spending directed to CTV will increase from 11.3% in 2022 to 16.3% in 2023.
Advertiser Perceptions’ “Macroeconomic Effects and perceptions Study” reveals 35% of advertisers cut their 2022 advertising budgets due to inflation or disruptions in supply chain. This percentage is down from 40% in July and August. Linear television experienced the most significant cuts among media channels, with more than 54of advertisers stating they had reduced their spending.
According to Intrum’s report, 63% of consumers across a 24-country region said inflation is forcing them to change their spending habits. Many Europeans are concerned about the rising prices of food and energy and, as a result, are no longer confident in their economic futures.
Microsoft’s Xbox survey discovers many families plan to connect via video games during the holidays. According to the survey, 33% of people will engage with family via video games during the holiday season vs. 25% during the rest of the year.
Norton’s “2022 Cyber Safety Insights Report” reveals 74% of consumers in India have purchased gifts after clicking on “questionable” advertisements via social media. In contrast the count least susceptible consumers to clicking on a “questionable” advertisement to make a gift purchase was Japan at 8%. U.S. consumers are in the middle of the spectrum at 35%.
According to Global-e’s survey, 75% of consumers worldwide said they purchased from a brand after engaging with it on at least one social network. Social media exceeded online marketplaces such as Amazon and eBay, with Instagram remaining the most popular platform among shoppers to engage directly with brands and make purchases (62%).
U.S. News & World Report finds 77% of consumers search the internet for advice on the best Black Friday and Cyber Monday deals. Fifty-five percent said they signed up for promotional emails from their favorite retailers, with more than 84% stating they plan to use available online today to save money, such as promotions or coupon code websites like Rakuten (47%) and Groupon (42%).
Black Friday remains a significant day for shopping and deal-hunting as consumers deal with the anxiety of uncertain economic times. According to Boston Consulting Group’s survey, more than 80% of consumers in developed markets worldwide are worried about inflation, with 75% feeling concerned about the possibility of a prolonged recession. Amid these worries, consumers are cutting back on nonessential spending, with bargain hunting becoming a more common activity among consumers.
HighSpeed Internet.com’s report discovers that 45% of Americans have stated their internet usage has increased in the past year due to overlapping activities such as steaming videos or music while multitasking other things. Forty-two percent said their usage remained the same, and 10% said it had decreased since last year.
ID5 Technology’s “The State of Digital Identity 2022” study finds first-party identifiers are seen as the best solution by media and marketing professionals when it comes to reaching target audiences (38%), followed by publisher-based identifiers (31%) and data-clean rooms (22%).
According to Horizon Media’s “World Cup 2022 What Marketers Need to Know” report, 40% of soccer fans are of color, making it the most diverse fan base of any other sport. Twenty-seven percent of Soccer fans identify as Hispanic. In addition, the gender of soccer fans is almost evenly split, with the percentage of women increasing from 30% to 44%.
Pixalate’s “Missing Privacy Policy Report: Mobile APPS” discovers the number of Apps without privacy protection in Google Play declined to 14% in the September quarter, compared to 16% in the previous three-month period.
Adverity’s survey reveals that during times of financial and global economic adversity, most marketers (85%) find data-driven decision-making a competitive advantage and will increase their budget for data operations this year.
According to Semrush’s “Zero Clicks” study, zero-clicks are most likely when consumers search Google via their desktop (25.6%) vs their smartphone (17.3%). However, organic clicks still dominate the total number of clicks at 45.1% for desktop vs. 43.1% for mobile searches.
According to Kaltura’s “The State of Events 2023” survey, marketers that plan to have in-person events increased from 39% for 2022 to 42% for 2023. Contrarily, marketers planning virtual events decreased from 43% in 2022 to 40% in 2023. Hybrid events that mix in-person and virtual remained steady at 18%.
DirecTV’s “Lean Into the Power of TV” survey discovers a whopping 67% of U.S. consumers watch live television daily, with more than half (56%) of viewers watching live TV programs on a traditional platform such as cable or satellite, followed by the second most popular platform, streaming, at 32%.
According to More Perfect’s “National Voter Research: Opinions on Democracy” report, 72% of U.S. voters believe the health of the American democracy is in poor condition. Some of the voter’s concerns include too much money in politics (64%) and biased media (54%), with more Republicans concerned with biased media (72%) than Democrats (38%).
StyleSeat's "Survey Confirms Most Social Media Users Are Under the Influence" survey reveals that although most (76%) social media users believe social media influencer recommendations are fake, many still purchase products based on their recommendations. Fifty-eight percent of social media users said they would buy a product based on visual presentation, and 45% would buy based on an influencer's ad because of how well it's presented.
According to a survey by The Conference Board, US consumers plan to cut their spending on gifts by 5.4% from last year to an average of $613 due to inflation. Consumers plan to increase their spending on non-gift items by 5.1% to $393. The percentage of people who said they'd buy 50% of their gifts online has fallen from the pandemic's peak from 52% in 2020 o to 39% in 2022.
Nielsen reports the start of the fall TV season and return of college and professional football have increase TV viewing by an overall 2.4% over last year in September. However the biggest discovery is that streaming services have increased their share by a record 36.9% of total TV share over the same period.
The Institute for Family Studies finds in their “Teens and Tech” study that teens in homes with both biological parents spend 9 hours a day on digital media versus teens in non-intact families, who spend 11 hours a day on digital media.
Gallup and Meta Platforms’ “The State of Social Connections” report finds at least a quarter of respondents surveyed across seven countries (Brazil, Egypt, France, India, Indonesia, Mexico and the United States) use social media platforms daily to connect with family and friends globally. The report also notes in-person interaction remains the most prominent method of connecting with others. However, at least one-third, excluding India, have interactions daily or more in the past week on social media, with the most use being Brazil at 59% and Mexico at 51%.
MGH’ survey discovers 53% of millennial consumers who use the social video platform, TikTok, were influenced via to visit restaurants recommended by the platform. In addition, 28% of TikTok users revealed the went to restaurants suggested by the platform even though the restaurant was out of their budget.
Kantar finds in their recent study that consumers worldwide are using their smartphones or wearable devices to monitor their physical and mental well-being. Although there are regional, geographic and gender differences, 34% of consumers use their smartphones to monitor their health and diet.
According to Pixalate, Apple’s latest software update for the iPhone, iOS 16, produced the lowest ad fraud rates (15% for iOS16) among any Apple mobile operating system version.
The Institute for Family Studies finds in their “Teens and Tech” study that teens in homes with both biological parents spend 9 hours a day on digital media vs teens in non-intact families who spend 11 hours a day on digital media.
Advertising is expected to grow from 17%in 2021 to 25% in 2022 for gaming, and in pursuit of understanding why gamers play the games they play, marketers have delved deeper to solve this puzzle. GWI and data from Dentsu’s Consumer Connection System have identified 6 top reasons why consumers play video games. The most popular (30%) reason is to “cocoon and be left alone in their sphere from time to time.”
According to Trustworthy Accountability Groups’ “2022US Brand Safety Consumer Survey”, the majority of US Consumers agree that quality news content advertising is suitable for advertising even with concerns of marketer s about brand safety, with 1 in 4 stating objectionable content should be off limits, and 46% stating all high quality journalism should be appropriate for ads.
WARC’s finding “Gen Z” excerpt finds consumers aged 16 to 25 worldwide spend 68% of their median consumption time with digital channels. A concern for brands is that the most popular digital channels for younger people (gaming and music streaming) carry less advertising than linear tv.
According to Deloitte's "2022 Deloitte Holiday Retail Survey", consumers planning holiday shopping using social media apps like Facebook or TikTok grew to 34% in 2022, from 28% in 2021 and 26% in 2020.
Nielsen’s “Amplifying Black Voices in Media” report, Black buying power is estimated to grow $1.98 trillion by 2025, and brands and advertisers are spending heavily to gain recognition, with $1.2 billion being spent from more than 6,000 advertisers in the first six months of the year trying to connect with Black and African American consumers across traditional media including, television, magazines and radio.
Neilsen’s “The 2022 ROI Report” finds brands aiming to increase their return on investment should change their media mix instead of cutting their budgets. According to the report, the median under-investment level was 52%, too far of a gap to close in a single planning cycle for many brands.
According to Samba TV’s survey, U.S. consumers are unlikely to remain loyal to services after bingeing on a program they want to see. Instead, consumers are more likely to participate in “cycling,” aka signing up for a streaming video subscription to watch a show, then cancel once completed, and sign up again later.
In their recent survey, the TV Parental Guidelines Monitoring Board finds that 92% of parents know that broadcast and cable networks provide parental ratings for television programming.
According to Gfk’s survey, consumers worldwide feel sustainable products are too expensive and lacking quality. The report found 58% of Baby boomers and 48% of Gen Zers this year described green products as costly, the same percentage as in 2021. While 53% of Gen Xers felt it was more expensive this year vs. 48% in 2021.
10Fold's "The Role of Content In 2022 For B2B Technology Sector Marketing" survey finds among all the various kinds of content marketers produce, over half (55%) consider social media and video most valuable, with video content being the highest at 49%.
Neilsen's "Latino-led Content and Viewers" report reveals that United States Spanish-speaking consumers spend a large portion of their time streaming videos than the rest of the general population. According to the report, Hispanic adults spend 15 hours and 26 minutes vs. the general population's 24 hours and 24 minutes viewing TV. However, Hispanics spend 43.6% of their TV time streaming (with Netflix being most favored, followed by YouTube) vs. 34.8%of the general population.
The return of live sports, including the Summer Olympics in Tokyo, has led to a rebound in sports viewership worldwide. According to Altman Solon's "Global Perspectives on Sports" survey, U.S. consumers who said they watch sports at least once a month grew from 51% in 2020 to 58% in 2022. Other countries, such as Italy, experienced growth from 36% to 53%, and Latin counties (which overall have the highest concentration of sports viewership), such as Brazil, saw an increase of 74% to 79% during the same period.
According to Feedvisor’s “The 2022 Amazon Consumer Behavior Report,” Amazon shoppers find Sponsored Ads helpful (an increase from 20% in 2019 to 38% in 2022) as they search through its online marketplace.
Merkle’s “2022 Q3 Customer Engagement Report” finds marketers face an array of hurdles in harnessing their data to better their interactions with customers, with only one-third of marketers in the U.S. and U.K. stating they use data throughout their entire organizations. Thirty-nine percent of marketers said they store campaign data in channel-specific siloes, while only 4% store theirs in a central “data store.”
Integral Ad Science’s “Unwrapping Context this Holiday Season” study discovers online advertising can play a crucial role in consumers’ decision-making as they look for gift ideas, with 91% stating online ads help them find products and promotions. More than 57% of consumers surveyed said they are researching holiday purchases on e-commerce and retail sites, while 41% turn to search engines.
Kantar’s “Who Cares? Who Does?” survey of 99,000 people worldwide reveals that almost half (45%) of consumers said it was becoming more challenging to act sustainably amid economic uncertainties.
ChannelAdvisor’s “2022 Online Consumer Behavior Global Report” finds consumers in the U.S., Europe, and Australia are responsive to the ads they see on Amazon and other marketplaces. According to the report, 57% of people ages 26 to 35 bought a product after seeing it advertised on Amazon. In comparison, 33% of older shoppers (60 and over) purchased a product after seeing it advertised on Amazon. Also, 63% of consumers ages 18-25 said they were influenced to buy a product after seeing it on social media, compared to only 15% of people ages 65 and over.
Wunderman Thompson’s “The New Muslim Consumer” report finds as the spending power of Muslims in Indonesia, Malaysia, Singapore, and Brunei expands 40% from $2 trillion in 2021 to a forecasted $2.8 trillion by 2025, advertisers need to be mindful of prevailing consumer habits. The report encompasses a variety of topics associated with the rapidly evolving market for products (which include food, fashion, beauty, travel, finance, and technology) classified as halal. Most Muslims surveyed said advertising that shows Muslims reflects what they’re like in their respective countries, with 37% of people ages 18-39 and 33% aged 40 and over saying ads reflect Muslims very well, and 51% of all age groups stating ads reflect Muslims somewhat well.
Variety Intelligence Platform's "Demographic Divide" report reveals television is the most popular form of electronic entertainment for most consumers except for teens and adults in their twenties. According to the report, 26% of people aged 15-19 said their favorite way to entertain themselves was social media, highlighting smartphones' enormous role in providing entertainment to younger consumers.
Cumulus Media’s “Audioscape 2022” report states that AM/FM radio streaming time on a smart speaker has stabilized after several years of solid growth. The stabilization is due to the stalling of smart speaker ownership in the U.S. in the past couple of years, with 41% of consumers stating they own a smart speaker, which while good, is only one percentage point greater than the level from the first quarter in 2021.
Samba TV and HarrisX found in their “Holiday Report” that 52% of U.S. adults do not have a cable or satellite TV subscription, making them unreachable for traditional campaigns on linear TV. According to the report, 79% of adults use streaming services, with 89% of Generation Z and 85% of millennial consumers stating they watch videos on their phones.
A study by Digital Turbine and analytics firm Apptopia, “Brag Index II,” reports that video streaming apps significantly differ in how they engage viewers. According to the report, YouTube is used most frequently and has the highest engagement index of 92%, followed by Netflix (65%), Hulu (46%), and Amazon Prime Video (40%).
eMarketer’s report reveals three-quarters of publishers are prepared for the end of third-party cookies. According to the report, publishers worldwide have an average of five different identifiers running on their websites, and more than 60% use the identify graphs of their sell-side platform (SSP) for programmatic advertising.
According to Adobe’s “The Future of Creativity: 2022 U.S. Emoji Trend Report” survey, emojis are becoming a more significant part of how people communicate online, with Generation Z users stating they use the emojis 57% of the time in their texts or online messages, and Baby Boomers stating they use the emojis 45% of the time. Gen Zers said 41% of their messages exclusively use emoji text, compared with only 20% of Baby Boomers.
Lytics’ “Marketing and IT: The Strategic Partnership” survey reports four out of five (81%) marketers said they believe IT teams will become more involved in marketing efforts in the next five years. Similarly, 85% of marketers forecast their IT teams becoming more engaged in day-to-day marketing operations in the next five years.
Pixalate’s “CTV Bundle IDs Mapping Report” finds that manually created bundle IDs are not guaranteed to be unique, unlike app store IDs that can be verified. According to the report, 40% of Roku apps and 30% of Amazon Fire TV apps have at least two bundle IDs, with some apps, such as FuboTV and Dish Networks’ Sling TV having more than 100 bundle IDs, which creates headaches for advertisers.
Integral Ad Science’s “Advertising in the Age of Misinformation” survey discovers people form negative opinions of the advertiser when misleading advertising information intentionally appears next to an ad. Almost three-quarters (73%) of U.S. consumers stated they feel unfavorable toward brands associated with misinformation.
According to My Code’s survey, the World Cup will provide marketers with opportunities to get the attention of multicultural consumers in the U.S., with almost 71% of multicultural men (compared to 56% of non-multicultural men) and 64% of multicultural women (compared with only 48% of non-multi-cultural women), excited to watch the World Cup.
Ad Science finds in their “Their Future of Privacy-First Advertising” survey that media professionals believe that changes to privacy laws and policies will have the most significant effect on social media. Forty-eight percent of media professionals surveyed said social platforms were most affected by these changes, followed by mobile media (36%), e-commerce ads (34%), and search (27%).
According to Bliss Point, Tinuiti’s “2022 State of Streaming” report, Connected TV (CTV) grew its share of streaming video ad spending in the second quarter to 33% from 28% a year earlier. However, spending for ads on desktop computers declined 20% from 24% for the same period, and mobile phones and tablets generated 47% of streaming video ad spending in the second quarter, a decline of one point from the previous year.
Capterra's study found that 83% of marketers provide greater accessibility. However, 66% said the consumer's age is the first attribute they consider most for marketing purposes, followed by 51% for gender, 48% for education, and only 35% for the driving force of greater accessibility - the physical ability of the consumer.
OpenWeb’s “Online Communities Report, 2022” finds 53% of U.S. consumers surveyed said social media has a negative effect on society, compared with only 25% who said the effect was positive.
According to PubMatic's "Global Advertiser Ad Spend Q2 2022" report, ad spending in the second quarter grew 41% from last year, with considerable gains in most categories. News brands saw the biggest increase (173%) due to people's interest in the Russian invasion of Ukraine, followed by travel (111%) as hotels, airlines, cruise operators, and tourism agencies sought to reach consumers who were ready to sightsee after spending time at home during the pandemic.
According to PubMatic’s “Global Advertiser Ad Spend Q2 2022” report, ad spending in the second quarter grew 41% from last year, with considerable gains in most categories. News brands saw the biggest (173%) increase due to the Russian invasion of Ukraine, followed by travel (111%) as hotels, airlines, cruise operators, and tourism agencies sought to reach consumers who were ready to sightsee after spending time at home during the pandemic.
Edison Research’s survey discovers podcasts are the most significant rival to AM/FM radio among younger consumers. Listeners in the 18-24 age group only spend 60% of their ad-supported audio time with AM/FM channels and 20% with podcasts, while listeners in the 35-64 age group spend 78% of their ad-supported audio time with radio and only 5% with podcasts.
Infillion’s “The Consumer-Defined Future of Streaming Is Here” report discovers that despite advertisers gaining more ways to reach consumers as they watch streamed programming on ad-supported video on demand (AVOD) and free ad-supported television (FAST) channels, almost two-thirds (63%) of consumers divert their attention to something else when an ad appears. According to the report, consumers would prefer to multitask (61%), get up or go to the kitchen (61%) or talk to other people (54%) than pay attention to an ad.
According to Optimizely’s report, 91% of global marketers surveyed said remote or virtual work affected their ability to deliver exceptional customer experiences, while 92% said the ability to deliver content to the right audience was affected. Thirty percent of marketers said some of the roadblocks to creativity included a lack of urgency, while 26% said the spur-of-the-moment in-person meetings hindered creativity.
Nielsen’s “What Fans Want: The 2022 World Football Report” discovers although audiences have more ways to watch The World Cup tournament, linear TV is still the most popular way for fans to catch the games. According to the report, 81% of soccer fans who say they watch sports do so on free linear tv compared with 72% on social media, 68% on streaming services, and 62% on pay TV.
Samba TV’s “The State of Viewership” report reveals the number of U.S. households that watched traditional linear television fell 0.1% from a year earlier to 56 million a day during the second quarter, as consumers lean more towards streaming video. However, older consumers tend to stick with linear TV despite this decline. According to the report, the consumption of linear TV by people 65 or older was 20% higher than the average household.
The Trade Desk and researcher YouGov's "Discover the Future of TV" study finds that 63% of TV viewers in Canada say they watch tv while also "second-viewing" (looking at their smartphone or a tablet). According to the report, 73% of Canadian TV viewers ages 18 to 29 watch content on their phones, and 66% watch on their laptops. Also, 70% of consumers ages 18 to 44 responded they are cutting the cord, reducing service, or not subscribing to a traditional TV package.
TechSee’s “2022 State of Customer Loyalty and Churn” report discovers that consumers have become less loyal to brands within the last two years, and social media has given them a place to voice their dissatisfaction. According to the report, while 61% of consumers are most likely to share their negative experiences about brands with their family and friends, a growing number (18%) have announced their disapproval on social media or online forums, and only 3% complain to the news media. As a result, the findings suggest marketers stay aware of social channels like Facebook, Twitter, and TikTok and respond quickly to complaints.
Hub Entertainment Research’s “TV Advertising: Fact vs Fiction” finds the percentage of people who say advertising doesn’t matter if it appears in shows they care about increased 26% last year to 34% this year. In addition, 59% of consumers revealed they can handle a certain number of ads if it leads to saving money rather than paying for an ad-free experience. However, advertisers and media companies need to be cautious of ad loads to avoid alienating viewers.
According to Experian’s “Our Guide to the 2022 Holiday Shopping Season” report, holiday shoppers mainly look at various media outlets, such as digital and traditional newspapers, plus email and direct mail, for information about sales and promotions. In the past few years, consumers have started shopping earlier in the year, with 15% stating they make more than 45% of their holiday purchases in October, resulting in 32% of total holiday sales happening in October last year (up from 30% in 2019).
Forrester’s “Reverse Disengagement With Contextually Relevant Content” study finds that while all businesses are focused on customer engagement, retail banks and credit unions are chiefly focused due to the growing competition from various kinds of fintech startups with similar services. According to the report, 79% of customer engagement leaders at banks stated re-engaging customers who have opted out has become more complex than engaging new customers.
Deloitte’s “Mastering the New Digital Life, 2022 Connectivity and Mobile Trends, 3rd Edition” survey discovers the number of U.S. consumers who said they feel overwhelmed by technology fell from 32% in 2021 to 24% in 2022. However, households with large numbers of people who work or attend school at home are more likely to say they’re swamped by technology.
Measured and Sequent Partner’s “The State of DTC Marketing Measurement” finds that 49% of DTC marketers said their biggest is manual data and reporting. Forty-five percent of marketers are frustrated with data fragmentation, 41% with inconsistent data, 38% with outdated data, and 33% with connecting ad spending to outcomes.
Deloitte's 2022 back-to-school survey reveals that the number of parents who said they'll browse products on social media to look for deals or get advice on brands or products has risen from 44% in 2020 to 47% in 2022.
Matterkind’s “Diversity, Equity & Inclusion in Advertising: a Holistic Approach” reports that 64% of brands said they’re focused on strategies to address underrepresented groups in the next three years. This figure is up 23% from the 41% that said they focused on these strategies in the past three years.
PubMatic’s research finds that the opt-in rate has stabilized but differs among different app categories. According to the study, users of food, commerce, and lifestyle apps are most likely to opt into data sharing. App categories with the highest identifier for advertisers (IDFA) presence in iOS 14.5 and later versions are food and dining (43%), women’s interest (43%), and automotive 938%), and the categories with the lowest IDFA’s are real estate (18%), music (18%) and home and garden (19%).
According to Tinuiti’s “Amazon Ads Benchmark Report,” advertisers spent 62% more on Sponsored Display ads during Amazon’s two-day Prime Day shopping event than last year. Amazon saw an increase of 8.5% from last year, resulting in a record $11.9 billion in sales.
Gartner's survey found that 62% of U.S. consumers said they would stop buying from brands that reduce product ("shrinkflation"_ sizes or quality ("skimpflaton") to cut costs. Seventy-five percent of U.S. consumers said they expect prices to continue to increase during the year's second half, and 65% said they'd cut back on purchases or stop buying particular products.
According to Recurly’s “Endemic Impacts & trends in Subscriptions” study, consumers have become more sensitive to subscription price increases due to the high inflation. Subscribers canceled the most subscriptions in streaming video (46%), followed by streaming audio (26%), retail 21%), and software (20%) during the year ended in March. The leading reason for cancellation across all kinds of subscriptions is a price hike (87%), followed by the service no longer of use (67%) or a competitor offering a more exceptional alternative (44%).
Whalar’s “Reaching The Unreachables” report discovers that 62% of U.S. and 65% of the U.K. Generation Z and Millennial consumers feel ads are disruptive and annoying. In addition, 54% of U.S. and 46% of U.K. Generation Z and Millennial consumers spend zero hours watching ad-supported television. And they always skip online ads. As a result, brand communications strategies must partner with online personalities to “reach the unreachables” because these consumers are more likely to seek out the opinions of influencers and creators they perceive as authentic, likable, or relatable.
Dentsu’s “Back-to-school Shopping 2022” reports more than four out of five (84%) parents said the economic situation is affecting their budget as they buy school materials for their kids. According to the report, 88% of back-to-school shoppers are looking for discounts or coupons that can be redeemed online or in stores, 82% are buying store brands, cutting trips to stores due to gas prices, and sticking to a strict budget.
Horizon Media’s Why Group’s “Inflation Nation” report discovers advertisers “have to understand their customers’ feelings about inflation and personal financial outlook in order to effectively engage them.” According to the report, the right messaging around price can amass strong loyalty among customers experiencing financial worry, instability, and insecurity.
According to Icognia’s “User Attitudes Towards Privacy U.S. Survey 2022,” seventy percent of U.S. consumers said they don’t feel safe online, while 80% said the federal government isn’t doing enough to provide protection. Also, the report found that 60% of people never ask businesses to remove their personal data, only 17% have requested removal at least once, and 21% more than once.
A survey, "Inclusions Next Wave," conducted by Wunderman Thompson, spanning five countries, finds people worldwide (78%) favor brands that support marginalized communities. Representation matters in advertising, and many marginalized groups, such as the LGBT+ community (59%), feel excluded compared to the general population (42%). The same sentiment can be found in other groups, with 54% percent of underrepresented racial groups, 35% of disabled, 42% of females, and 26% of people over 60 expressing they feel left out.
Syte’s “The State of eCommerce Discovery in 2022” report reveals almost half (49%) of traffic during the first half of the year to e-commerce sites came from consumers who visited directly. Direct visits account for more shopping sessions than paid ads on Google (12.6%), organic search results on Google (9.2%), and paid ads on Facebook (8%).
Emodo's "Marketers' Perspectives on Ad Creative in a Privacy-Centric World" report sees other alternatives taking over the decreasing effectiveness of device identifiers and tracking cookies resulting from tech's move to give consumers control over their personal data, such as native advertising, augmented reality (AR) and dynamic creative optimization (DCO).
According to Magna’s “The Person Behind the Data” study, U.S. consumers valued their data privacy the most (74%) over other issues like sustainability (55%) and diversity inclusion (50%). Eighty-two percent of consumers are concerned about how companies use their personal data, and 64% feel they have no control over their own data.
Integral Ad Science’s “Ad Context & Attention” report discovers that in-context ads were more effective than out-of-context ads. Consumers spent 3% more time viewing contextually relevant ads than out-of-context. Eighty-four percent of consumers remembered in-context ads vs. 42% who recalled the out-of-context ad.
Merkle’s “2022 Loyalty Barometer” report finds consumers’ mindsets around preferred rewards have shifted. According to the report, today’s consumers are looking for more utility, choosing benefits that reduce their household’s financial commitment. A primary reason consumers don’t like loyalty programs is the time it takes to earn a reward, cited by 50% of respondents in 2022 (up from 45% in 2020).
Jungle Scout’s “Consumer Trends Report” finds that 48% of U.S. consumers said they read social media comments to learn what has been said about a brand. A similar amount, 45%, of consumers feel brands should respond to consumers’ comments. However, consumers (46%) are still wary about being followed around the internet as brands target them with advertising; 42% think it’s a helpful reminder about a brand, 32% said “it creeps me out,” and 26% want it to stop.
According to Cumulus Media and Westwood One’s survey, AM/FM radio made up 40% of the audience share for total audio but 76% of the share of ad-supported audio time among people 18 or older during the first quarter of 2022. The growing audience for streaming audio consists mainly of listeners who subscribe to ad-free versions of platforms, leaving AM/FM radio with a solid share of the ad-supported audio market.
Clarus Commerce’s “What Are the True Drivers of Loyalty In The Minds of Consumers?” report shows that 58% of U.S. consumers rarely or never post content on social media about a brand. Only 34% of consumers said they rarely or never look for online news about a brand, a hint that earned media strategies can help increase awareness among the remaining 66% of people who search articles for information about products and services.
Although 84% of U.S. consumers plan to celebrate Independence Day, the historically high inflation has discouraged more than half of them (53%) from shopping, a drop of 71% from the Super Bowl in February and 75% for Easter in April. Only 17% of consumers said the pandemic would affect their shopping plans for Independence Day, a decrease of 62% from the Super Bowl. And, of those celebrating, almost half, 45%, will purchase alcoholic beverages.
Traackr finds in their “2022 Influencer Marketing Impact Report” that four out of five marketers (82%) said influencers help drive brand sales. According to the report, 70% of U.S. consumers agree that they’re somewhat more likely to buy a product from a brand that collaborates with an influencer they know and trust.
Newzoo’s “How Consumers Are Engaging with Games in 2022” finds gaming takes up a more significant share of leisure time among younger consumers, especially Generation Alpha (people born after 2010). According to the report, while 36% of baby boomers worldwide spend their time watching broadcast TV and 6% with video games, 18% of Generation Alphas spend their time watching broadcast TV and 21% with video games.
Winterberry's "Outlook For Identity In Advanced Television: Challenges and Opportunities" report forecasts that spending on identity solutions in the United States will increase from $2.25 last year to $5.5 billion by 2026. According to the report, identity solutions provide crucial support for merging media buying on linear TV and streaming video. Eighty-seven percent of respondents in the US and 84% in the UK said the biggest driver of adopting identity solutions for advanced TV (ATV), including streaming video, is the need to define the target audience better. And conversely, 66% of US and 62% of UK respondents said the most significant barrier to using it is the various ways the content reaches people's TV screens.
According to Skai’s “Get Prepped for Amazon Prime Day 2022” report, as brands prepare for this year’s Amazon Prime Day, held July 12-13, they should also include the websites for Walmart, Target, Instacart, and other retailers that sell advertising because Prime Day has a “halo effect” on online shopping activity as consumers search for the best deals on the internet.
Common Sense’s “Who Is the ‘You” in YouTube? Missed opportunities in race and representation in children’s YouTube videos” finds YouTube videos viewed by children in the U.S. are not racially and ethnically diverse when compared to the general population. In addition, Black and indigenous people of color (BIPOC) are depicted negatively compared to Whites. According to the report, only 38% of videos showed BIPOC characters, and of the people depicted in videos, 70% were White, 6% were Black, 6% were multiracial, 5% were Latino, and 5% were East Asian.
PwC’s “Global Entertainment & Media Outlook 2022-2026” report projects advertising revenue will grow by around 6.6% a year to reach $1.03 trillion by 2026.
Dentsu International's "CMO Navigator" survey of more than 600 executives in the United States and Canada finds that CMOs are most concerned about data privacy regulations (36%) and the growing complexity of the fragmented media technology landscape (35%).
According to Comscore’s “State of Streaming” report, by the end of March, the number of households that stream content on a connected TV (CTV) grew 7% from the previous year to 85.7 million.
McKinsey & Co.s “Value Creation in the Metaverse” survey reveals about 67% of respondents from different industries have implemented metaverse features in their marketing campaigns or initiatives, compared with 63% for employee training, 53% for virtual meetings, and 52% for online events or conferences.
According to the American Customer Satisfaction Index’s study, customer satisfaction with video streaming services has remained steady in the past year, with a score of 74 on a scale of 1 to 100. Disney+ maintained its customer satisfaction score of 78, followed by Paramount+ (77), Hulu (75), Amazon Prime Video (74), and Netflix (74). Paramount+ experienced the biggest yearly gain in customer satisfaction score by an increase of 5%.
Kantar’s “Brand Footprint 2022” report shows Coca-Cola was the top-ranking brand of consumer goods that shoppers worldwide bought most frequently. Coca-Cola secured 6.62 billion consumer reach points (CRPs), far outpacing other brands such as Colgate, Maggi, Lifebuoy, Lay’s, and Pepsi.
According to a recent study by Comcast advertising, 63% of time spent with digital video is on connected TV (CTV), while only 14% is spent with set-top box video on demand (VOD). Time spent on TV correlates with programmatic ad views, with 65% occurring on CTV, followed by set-top box (VOD) at 19%.
Ipsos’ survey conducted on behalf of the World Economic Forum discovers developing markets are more open to the idea of extended realties. Fifty-two percent of adults spanning 29 countries are familiar with the metaverse, and 50% have positive feelings about engaging with it in real life.
Nielsen InfluenceScope's "Building Better Connections: Using INfluencers to Grow Your Brand" report finds 71% of consumers trust the opinions of social influencers about products and services. TikTok leads with influencer engagement rates of over 20% at 103% with creators, followed by Instagram at 6.2% and Youtube at 3%.
The National Association of Black-Owned Broadcasters (NABOB) and BIA Services revealed that black-owned radio stations receive low advertising revenue compared to the size of the African American population. According to the report, 168 of the 220 black-owned stations are in designated markets ranked by Nielsen, and of those ranked, 72% generate less than $1 million a year, and only 2.4% generate more than $10 million yearly. Although African Americans make up 13% of the U.S. population, only black-owned radio stations receive an average of 2.8% of the local commercial share.
StrawberryFrog and Dynata’s “Purpose Power Index 2022” report discovers the pandemic affected people’s feelings about brands and brand purpose. Fifty percent of the top 20 brands in the 2022 index, a collection of more than 20,500 individual ratings from over 5,500 U.S. consumers and employees from over 200 brands from 50 industries, are newcomers.
Salesforce finds in their “State of the Connected Customer” finds 71% of consumers worldwide switched brands at least once in the past year, with the most popular reasons for switching being better deals (66%), better product quality (58%), better customer service (48%), and product availability (46%). According to the report, excellent customer service is a significant way for brands to increase trust and loyalty. Ninety-four percent of customers say positive experiences will keep them coming back.
Dentsu's report finds the portion of U.S. consumers who said they feel their race or ethnicity is represented in advertising decreased from 55% to 49% from last year, with the most significant decline seen among White consumers, who said they felt represented in ads falling from 57% to 47%. Fewer Black consumers also felt represented in ads dropping from 62% to 56%.
A report prepared by IHS Market on behalf of the Advertising Council reveals that advertising will generate $9.6 trillion in sales activity in the U.S by 2026, an increase of 23% from last year. The growth will affect the U.S. economy in various ways, such as a 7% increase in employment to 31.9 million domestic jobs.
According to System1 and BBDO's "Feeling Seen USA" study, advertising that portrays underrepresented groups such as, but not limited to, Black people, Asian American people, the LGBTQ+ community, and people with disabilities can help improve how U.S. audiences perceive their brands. The report says, "Where there is a diversity dividend, we see it driven strongly by a jump in position emotion--the proportion of viewers of each ad who say it makes them feel happy."
In their “Battle Royale” report, Hub Entertainment Research found that the average U.S. household uses 12.5 sources of entertainment, and of those, 6.2 are considered “must-haves.” According to the report, Spotify has the most loyal user base at 75%, followed by Google’s YouTube at 69%, Netflix at 68%, Crunchyroll at 67%, and Stadio Pro at 67%.
Merkle’s “The 2022 Holiday Preparation Playbook” discovers brands must prepare to be flexible for the upcoming holiday shopping season amid various economic risks. According to the report, the biggest worry is the 40-year high in inflation will diminish U.S. consumers spending power for holiday gifts and travel. Merkle stated, “Holiday planning starts at the kickoff to summer and requires a well-thought-out strategy to get right. But don’t let these hundreds of hours over the course of several months make you rigid and stubborn to any sort of deviationionfrom the plan."
Newswhip’s “Real Problems, Real-Time Solutions” report reveals that 23.3% of public relations and marketing executives said misinformation about their brands and industries was the most significant risk to brand reputation, more prominent than the COVID-19 pandemic (18.7%), data breaches (17.2%) or labor relations (15.7%). According to the report, 79.3% of respondents believe social media is the leading offender of misinformation.
Conviva's "State of Streaming" report discovers the average growth rate of streaming video rose 10% worldwide for the first quarter of this year over last year during the same time. Asia led with 172% in viewing time of streamed video compared with Africa at 55%, Oceania at 50%, South America at 34%, Europe at 9%, and North America at 5%. Also, smart TVs showed the most significant increase worldwide in streaming time, with a 34% gain compared to mobile phones at 22% from a year earlier.
Neilsen’s “Confronting Myth and Marginalization” report finds that Asian representation in television programming almost doubled last year, ultimately giving advertisers a better chance of reaching Asian American audiences. Over 50% of Asians surveyed said they are more likely to buy from a brand that advertises in shows that feature Asians. According to the report, Asian Americas spend more on travel, fashion, media entertainment, and pet care, which are the same categories brands have heavily invested ad dollars in Asian-inclusive content.
According to Dentsu’s survey, social media and live stream shopping are becoming popular among younger consumers, especially when the content from brands is paired with famous personalities/social influencers. The survey of 1,000 U.S. consumers found that 68% of people who shop on social media use Facebook, followed by YouTube at 44%, Instagram at 42%, TikTok at 26%, Snapchat at 22%, and Pinterest at 19%.
Out of Home Advertising Association of America (OAAA) and Comscore found in their recent study that out-of-home (OOH) media effectively energizes consumer response and is a good value compared with other forms of advertising. According to the survey, 41% of consumers searched the internet after viewing an out-of-home ad in the past six months vs. TV at 45% and digital video at 37%.
DoubleVerify finds in their "Global Insights Report 2022" that the viewability rate for digital display ads has increased from 52% in 2017 to 67% in 2022, while video ads have risen from 59% to 73% for the same period. Additionally, DoubleVerify reports the fraud rate for display ads decreased from 2.6% in 2019 to 1.5% in 2022 and 2.3% to 1.1% for video during the same period.
Hub Entertainment's "The Best Bundle" report reveals that as more households canceled their satellite TV or cable subscriptions, each viewer's average number of video sources has more than doubled from three in 2018 to seven in 2022.
Wunderman Thompson’s “Into the Metaverse” report projects brands must consider how to have a presence in the metaverse as more consumers continue to work, play and socialize virtually due to the pandemic. According to the report, 85% of global consumers think brands will need to have a digital presence to be successful, and 73% said it is easier to relate to a brand that has a digital presence.
Engagement Labs' survey, commissioned by the Television Bureau of Advertising (TVB), reveals Media content, especially politics and local news, influences people's discussions. According to the survey, 56% of U.S. consumers said television affects their conversations about politics, followed by online content at 27%, social media at 25%, print at 23%, and radio at 14%.
Samba TV's "The State of Viewership" finds that consumers who've trimmed their cable-TV packages (aka cord-shavers), and signed up for ad-free streaming made up 29% of U.S. households in the first quarter (an increase of 20% from last year).
According to Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers' study, host-read spots remain the most popular form of advertising, despite falling from 56% in 2020 to 55% in 2021, but have lost market share to announcer-read spots, which increased from 35% in 2020 to 40% in 2021
Insights Family's study, commissioned by Future Today, finds that 93% of parents say they are engaged with ads aimed at adults while co-viewing and 88% of parents said their kids were also engaged while co-viewing those adult-focused ads.
The Interactive Advertising Bureau finds in their "2021 Video Ad Spend & 22 Outlook" report that 76% of video ad buyers described connected TV (CTV) as necessary for a media plan.
Conviva's "TikTok Benchmarks & Strategy Guide for Brands" reports a variety of businesses are gaining traction among the deep well of user-generated content from amateurs in TikTok. According to the report, Sports leagues saw the most significant average gain in followers at about 1 million, followed by sports media at 825,000. Conviva states, "The pace at which brands crack the TikTok algorithm can grow their follower base, which has created nothing short of a digital gold rush for market share with the growing app."
According to FirstInsight’s survey, restaurant brands are most likely to feel the effects of inflations, with 42% of consumers stating they’ll cut back on dining out, followed by entertainment at 33%, organic premium groceries at 30%, and vacations and travel at 30%.
CommerceNext's "2022 Consumer Trends: Metaverse and Social Commerce" forecasts that social media companies are on the brink of promoting a mix of content and commerce in shopping livestreams to diversify their revenues as the digital advertising market matures.
According to Razorfish and Vice Media Groups’ “The Metaverse” report, 52% of Gen Z gamers said they feel more like “themselves” in games than 41% of millennials and 24% of Gen-Xers. The study also finds online behavior affected gamers’ behaviors offline, with 51% of Gen X and 40% of millennial gamers stating their online personas influences their real-world behavior.
Center for Democracy and Technology’s “Shedding Light on Shadow” survey discovers 9.2% of social media users believe they’ve been shadowbanned (made invisible to other users without being notified) in the past year. According to the survey, 8.1% of Facebook users thought they were shadowbanned, followed by Twitter at 4.1%, Instagram at 3.8%, and TikTok at 3.2%
CPG Brand Marketers’ survey “Moving The Needle: Meet The Next Generation of Marketing Tools” finds 67% of consumer packaged goods (CPG) marketers said their return on ad spend (ROAS) was the most critical metric. Other key performance indicators (KPI) such as reach of targeted audience (16%), purchase intent (10%), and clicks (7%) were less important.
According to Pew Research Center’s census data analysis, household incomes in the United States have increased in the past 50 years, but the gains have been distributed unequally. Fifty percent of middle-class consumers’ median income increased, but upper-income households saw growth rates of 69%. Lower-income households saw a growth rate of 45% in median income.
Fandom’s “State of Streaming 2022” survey finds 61% of streaming viewers said their streaming services were too expensive and valued the average subscription at $7.46. Seventy-six percent of respondents said an extensive library of content is the number 1 reason they’ll stay with a streaming service, and 59% said there are just way too many shows for them to keep watch and follow.
Demand Gen's "Content Preferences Survey Report" reveals that 55% of B2B buyers now rely more on content than they did a year ago. According to the report, 43% of decision-makers said research and survey reports are most valuable, followed by case studies (40%), webinars (40%), and B2B media (37%). Also, well-researched content often leads to a purchasing manager's willingness to take sales calls from a vendor.
Dentsu International finds in their “Dentsu Navigator: Brand Response Guide to the Russian/Ukrainian Crisis” survey that 71% of Americans believe brands have a responsibility to take a stance on the invasion of Ukraine. More than half of the respondents, 66%, said brands should invest resources in relief for the people of Ukraine.
Thune's "Gen Z: The Future of Spending" report reveals that social media apps affect young consumers' shopping behaviors worldwide. However, its effects vary by country. In the U.S., Instagram, TikTok, and Youtube are the most popular apps for people ages 16 to 24, and 55% of those consumers have purchased a product after seeing it on social media. And in developing countries like Mexico, Brazil, and Vietnam, 80% of Gen Z consumers have purchased a product after seeing it on social media.
According to Nielsen's 2022 global annual marketing report, 66% of marketing executives stated the measurement of consumer familiarity with a brand was extremely important or very important. The report also said, "The good news is that Nielsen's experience base shows that on average, a 1-point gain in brand metrics, such as awareness and consideration, drives a 1% increase in sales."
Amazon is the third-largest digital advertising outlet behind Google and Meta Platforms. However, Walmart, Target, Home Depot, Best Buy, and Kroger share the category of retail media by selling ad space on their websites. According to Skai and BWG Strategy's "The Retail Media 2022" report, over 70% of mid-level and senior advertising decision-makers see a growing role in retail media in the next two years.
Liftoff's "2022 Mobile Ad Creative Index" analysis found marketers who sought to drive downloads of mobile apps and other actions from consumers in 2021 saw a difference in the effectiveness of various ad formats.
Interactive Advertising Bureau (IAB) and consulting firm PricewaterhouseCoopers (PwC) found in their latest analysis that digital advertising revenue rose 35% to 189.3 billion in the United States from the first quarter of 2020 through the fourth quarter of 2021, but the growth rate was uneven. The second quarter of 2021 showed a significant increase of 62% (a gain of $46 billion) after the recession in media spending due to the pandemic lockdowns. However, it also decreased from 62% in the second quarter to 37% in the third quarter and 21% in the fourth quarter.
According to Hub’s “Connect Home 2022” survey, three-quarters (76%) of U.S. households now own a smart T.V., and 64% stream content on these devices at least once a month. Also, 52% own a 4k compatible television, and 52% own smart speakers. Consumers are equipped and ready to experience the best viewing experiences, and the popularity of smart T.V.s is changing their viewing habits as they gain more access to streaming services.
In their “Taking Stock With Teens” report, Piper Sandler finds that U.S. teenagers changed their daily video consumption as more streaming platforms became available. According to the report, cable TV declined from Spring 2019 to Spring 2022 from 14% to 6%, Netflix from 37% to 30%, and YouTube from 32% to 30%, while other platforms like Amazon Prime, Disney+, and Hulu have shown regular usage. The most popular platforms amongst teens are TikTok (33%), Snapchat (31%), and Instagram (22%). And all three of these platforms rank high in teen engagement, with Instagram up 89% from 81% one year ago, Snapchat up 84% from 77% one year ago, and TikTok up 80% from 73% one year ago.
According to Nielsen’s “State of Play” report, the quantity of U.S. homes connected directly to the internet increased from 72% in 2019 to 81% last fall. A rise in the variety of connected devices such as smart TVs, game consoles, digital video recorders, or streaming devices like Roku and Amazon’s Fire TV Stick has given viewers more options to watch video programming and has resulted in a more fragmented media landscape.
GroupM’s “The Next 10” forecasts that in the next ten years, applications for AI will continue to multiply and transform the entire advertising industry as growth in data provides a foundation to train machines to handle more complex tasks. According to the report, AI marketing currently makes up more than $340 billion of advertising revenue (43% of all advertising). By 2032, AI-enabled advertising may account for $1.3 trillion in advertising revenue (90% of all advertising).
Feedvisor’s 2022 edition of “Brands, Amazon, and the Changing Landscape of E-Marketplaces” survey finds Amazon is the third biggest digital advertising platform in the U.S., resulting from marketers seeking to reach consumers from lower parts of the purchasing funnel. According to the survey, brands that spent more than 100,000 a month on Amazon advertising grew from 6% two years ago to 20% this year, and advertisers now budget 36% of their advertising spend on Amazon each month.
According to Nielsen's "Fans Are Changing the Game" report, bringing fans back to stadiums has increased interest in live sports. It's also increased television viewing growth by 22% in October from the prior month in U.S. broadcast TV viewing. The report also finds that although younger audiences are drawn to highlight reels and sports content that require a shorter period on mobile devices, this has helped linear TV broadcasters reach Generation Z and millennials.
A recent survey by Frontier Communications finds many U.S. consumers do not like being followed on the internet or intrusive advertising and have described personal ads as “annoying” or “invasive.” According to the survey, U.S. Consumers preferred video and audio services with an ad-free experience, such as Netflix and Amazon Prime.
In their “Does Media Quality Drive Attention and Outcomes?” report, Integral Ad Science finds that advertisers can improve viewer attention and conversions with improvements in their media quality metrics, such as In-View Rate and Brand-Safety Rate.
According to America Marketing Association-New York’s “Purpose Matters” report, marketers say their companies are addressing social issues, while consumers tend to be more skeptical. Forty-seven percent of U.S. marketers said they are taking steps to become a good employer, and 34% of consumers said companies should be good employers.
Delight Insight’s “Deloitte’s 16th yearly Digital Media Trends” survey reveals that 25% of U.S. consumers have canceled a streaming video service and resubscribed to the same service within the past 12 months. The study found that Generation Z and millennials were more than likely to leave and return.
Suzy’s survey finds that 41% of U.S. consumers are interested in connecting with others virtually, which may lead to more interest in computer-generated metaverse environments, such as Meta Platforms’. According to the survey, 53% of consumers said they’re familiar with the metaverse, but only 5% said they are part of it.
According to Sorlist's study, Nike has the most product placements in movies and television shows, with over 3,100. Nevertheless, if Apple combined their MacBook Pro (2,145) and iPhone (1,626) products, they'd hold the number one spot for product placements. However, this is not a surprise considering their products populate shows like "Ted Lasso" and "The Morning Show" on their AppleTV+ video-on-demand service.
According to Placer.ai’s “Predicting 2022’ Surprise Retail Rebounds” report, recent data on foot traffic may influence media buyers’ decisions on whether to include cinema advertising in upcoming campaigns. In February, visitors to the movie theater declined by 40% from two years ago, but it still improved from the 81% plunge between February 2019 and February 2021. Placer.ai’s report shows 28% of AMC’s loyal moviegoers went to the movies at least twice in the first quarter of 2021 vs. 26% in the same quarter of 2020.
A survey produced by Adobe reveals brands that try to customize their advertising for individual consumers run the risk of being intrusive and “creepy.” Thirty-one percent of consumers said contacting them in a “creepy way” makes them distrustful of the brands. And ultimately, consumer trust has a direct effect on their purchase decisions of brands, with almost half (44%) of global consumers stating they’d spend $500+, and about a third stating they’d spend $1,000+ a year on brands they trust most.
Hub Entertainment Research’s “Evolution of Video Branding” report reveals young viewers with broadband connections are more likely than older viewers to say subscription video-on-demand (SVOD) services are indispensable. Forty-three percent of consumers ages 16-34 include Netflix as a network they’d keep, while 33% of people ages 35 or older said Netflix is indispensable.
TVision and MediaHub find in their “Upfront Planning Guide” that attention metrics require the viewer to have their eyes on the screen for at least two seconds or more. According to the report, attention varies widely among dayparts, networks, and programs, with TVsion reporting the highest-performing programs at 54% and the lowest at 11%.
MikMak finds in their “Grocery eCommerce Benchmarks and Insights” report that a mix of social commerce and programmatic ads are most effective at driving grocery eCommerce. According to the report, Facebook and Instagram’s social commerce ad drive 25% of shopping traffic, followed by Google at 21%.
As the coronavirus passes its two-year mark of being declared a pandemic by the World Health Organization, U.S. consumers are learning to live with the virus. And as a result, advertisers are seeking ways to reach these consumers as they head out into the world, according to Pew Research Center’s “Two Years Into the Pandemic, Americans Inch Closer to a New Normal” report.
According to Brand Keys' "25-Year Roadmap To Brand Loyalty" report supporting consumer loyalty to brands is an excellent economic move because it now costs 13 to 18 times more to recruit a new customer than to keep an existing one (60% more than in 1997).
Horizon Media’s survey finds 66% of respondents want brands to publicize what they’re doing in response to the Ukraine crisis. Eighty-one percent of consumers said they expect brands to donate supplies to help Ukrainians escape the conflict, and 777% of U.S. consumers expect brand marketers to donate money to humanitarian causes helping Ukrainians.
Media Monitors study reveals that Amazon aired about 89,000 spots on local cable, compared with Target at about 43,000 and Walmart at almost 18,000 from Jan. 1 through Feb. 14, while in contrast, Target focused heavily on broadcast television by airing more than 77,000 spots, compared with Amazon at 59,000 and Walmart at 9,000.
Cumulus Media and Westwood One's "Media Attentiveness and Ad Skipping Report" finds two-thirds of marketers and media agencies believe consumer attention metrics are significant indicators of advertising effectiveness. Also, the study discovered marketers and agencies overestimated how much consumers pay attention to social media, with 52% saying people concentrate when checking social media, when actually (according to Interactive Advertising Bureau) only 44% of people do.
According to a new study by InMobi, word-of-mouth from friends and family about new apps is as effective as TV advertising for app discovery, with about 31% of U.S. consumers stating recommendations from friends and family led them to a new app vs. 31% for TV advertising and 29% for mobile ads.
In celebration of International Women's Day and Women's History Month, Signal.AI released data that analyzed over 5 million media sources a day, recognizing which organizations have generated the most global media coverage of female leadership in the past 12 months. The results showed Microsoft in the number one spot.
Publicis Group’s Zenith “Business Intelligence OTC Healthcare “ report finds that over-the-counter advertising for health products hasn’t kept pace with the rebound in total ad spending since the start of the pandemic. According to the report, OTC advertising will expand by 7.6% in 2022 (less than the 9.5% growth for the total ad market). Zenith also forecasts that OTC brands will increase their digital ad spending by 11% from 2021 through 2023, equaling the growth rate of the entire market.
In their “Reinventing TV Ads” report, Magna Media Trials and Origin finds native ad extension (that target breaking up back-to-back traditional ads) on connected TV (CTV) result in higher levels of attention and more cognitive processing.
According to Sagefrog Marketing Group's "2022 B2B Marketing Mix Report," 58% of B2B marketers said they plan to increase social media marketing budgets in 2022, with almost half (43%) citing social media as a top generator of new business.
MediaRadar’s “OTT & TV Anywhere 2021” report shows over-the-top ad spend made up only 3% of total digital spend each month while reaching a total ad spend last year of $1.3 billion in the United States. Ad spending grew in Dece
First’s “Rethink, Rework, Revitalize” report reveals 55% of marketing directors in the United States and the United Kingdom said a shortage of technical skills among recruits is one of their biggest challenges in delivering remote or hybrid experiences. Forty-two percent of respondents said they switched from online-only and in-person-only events to hybrid last year, as the pandemic continues to weigh how people feel about attending events in real life. As these challenges persist, 41% of marketers say they’re considering hiring digital specialists, and 90% will outsource some or all of their brand experience functions.
The Institute for Public Relations’ “Third Annual Disinformation In Society” report shows American adults are more worried about unreliable information than in the past. According to the report, U.S. consumers who said misinformation is a significant problem grew from 61% in 2020 to 69% in 2021. The concern for disinformation increased from 63% in 2020 to 69% in 2021. Sixty-one percent of respondents believe marketers and advertisers are “somewhat” responsible for spreading disinformation, placing them in the same range as the Chinese government (64%), celebrities (63%), the Russian government (63%), Fox News (61%) and Twitter (60%).
Comscore’s “The State of Social Media” report reveals that while 35% of publishers last year had a share of voice, media and entertainment companies were not far behind at 29%. Disney’s ESPN led the TV networks in social media actions at 4.2 billion, followed by Fox News at 854 million. Coindesk led media brands with an almost 11-fold jump in actions as digital assets like bitcoin rose in value amongst surging inflation.
Marketers now have a chance to catch consumers' attention worldwide with out-of-home or cinematic advertising as consumers emerge from pandemic isolation and look at the world in real life (IRL) instead of on their screens. According to WARC's "Global Ad Trends" forecast, these channels in real life will experience a rebound in media spending, with 61% of marketing executives planning to increase or maintain OOH spending this year. Out-of-home spending will increase by 17% from last year during the current quarter, but the annual growth rate will slip to 115 by the first quarter of next year.
The world’s first streaming service, Netflix, remains at the forefront by consumers. Still, the growing competition among other streaming services with exclusive programming such as Disney+, HBO Max, and Amazon Prime Video has led them to continue investing heavily in original shows to differentiate its platform from their rivals. According to Ampere Analysis, Netflix will air 398 original shows on its platform this year. Of the 359 original shows released last year, 259 were announced and released within the same 12-month period.
AudienceProject’s “Insights 2022” survey reveals consumers worldwide plan to watch less traditional linear television and instead spend more time streaming video to their connected devices. According to the report, only 44% of consumers expect to watch linear TV in five years.
The Super Bowl’s 12-minute halftime show featuring Dr. Dre, Snoop Dogg, Mary J. Blige, Eminem, Kendrick Lamar, and 50 Cent experienced higher growth in viewership than the actual Superbowl, creating a win for brands that featured their ads next to the performance. According to Samba TV, the linear television and streaming video audience for the halftime show increased 19% from a year ago to 29.8 million households, which outpaced the 12% gain to 36.5 million households who watched the game.
A survey commissioned by Jeeng reveals that content providers and news sites would benefit from emulating social media by engaging their audiences with features that prolong their time spent on a website or an app. According to the report, 58% percent of respondents said the ability to read comments is their favorite feature offered by the publisher, and a quarter said they would use discussions, email notifications, and content sharing if publishers provided them.
Rival IQ’s “2022 Social Media Industry Benchmark Report” reveals achieving virality has become more complex as digital platforms adjust their news feed algorithms or get saturated by user-generated content. As a result, user engagement with word-of-mouth/organic, unpaid posts decreased in the past year for most industry categories.
According to ECI Media Management’s “Q1 2022” report, U.S. television will drive the most significant increase in advertising inflation (up to 15%), with midterm elections helping to increase the demand. The higher prices for advertising in the U.S. are a large driver of global trends.
Dentsu’s “The Rise of Gaming: Consumer Sentiment Study” reveals that 49% of U.S. adults who play video games daily are women, negating the widespread belief that gamers are mainly male teens. The study also shows 66% of women prefer to use their mobile phones to play games and are more likely than males to play puzzle and trivia games (89% vs. 78%) and real-life simulation games (63% vs. 50%).
According to GWI’s “Social Media In the US” survey, time spent on social media has declined since the start of the global pandemic two years ago now that more people are getting back outside. However, baby boomers are the exception. Sponsored posts and ads on social media have shown the fastest growth in helping people ages 55 to 65 discover new brands.
In their “Five Consumer Viewing Trends Changing TV for Good” survey, TransUnion reveals that consumers like control and streaming video services fulfill this need, which ultimately makes streaming audiences more engaged. Almost 52% of U.S. consumers prefer streaming video to watch their favorite shows on streaming TV. In comparison, only 25% prefer to watch cable or satellite TV.
According to Accelerant Research's survey, 75% (three quarters) of U.S. Consumers plan to watch this year's Super Bowl between the Los Angeles Rams and the Cincinnati Bengals. Of these viewers, the number of viewers who plan to watch the game from home fell 85% last year to 76% this year, a number that is still higher than 60% of viewers who stayed home in 2020, the month before the World Health Organization announced COVID-19 was a pandemic.
PlaceIQ expects to see a repeat of seasonal consumer behavior patterns that will affect media-buying strategies for different kinds of advertisers as the pandemic approaches its third year. The analysis forecasts retailers, malls, and restaurants can expect an uptick in foot traffic from late February into early March from this "third re-emergence" of consumers. As people emerge from their homes and spend more time in their cars, they'll also spend more time listening to the radio and other programming, according to an analysis by Pierre Bovard of Cumulus Media/Westwood One.
According to The Interactive Advertising Bureau (IAB) "State of Data 22" report, brands, agencies, and publishers "are on the brink of losing their ability to measure advertising campaigns" and have not prepared enough for the loss of a popular online audience tracking technology.
Skai’s “Digital Marketing Quarterly Trends Report Q4 2021” shows the growth in Q4 of 2020 compared to 2021 was more of an anomaly than the norm. According to the report, paid search’s yearly growth rate decreased from 32% to 23% in the fourth quarter.
According to RSW/US' recent survey, marketing executives who said they expect their in-house work to increase somewhat or significantly decreased from 63% to 37% in the past year. The change reflects the pandemic's troublesome effect on marketing budgets.
Brand Finance’s “Global 500 2022” report finds TikTok more than tripled its brand value to $59 billion in the past year as it continues to grow among younger consumers, making the brand’s owner ByteDance, the 18th most valuable brand in the world.
WARC's "Global Marketing Index A review of 2021" report forecasts the growth in media spending driven by last year's pandemic lockdown will continue into 2022. According to the report, 77% of marketing executives plan to increase their ad spending in online video, followed by social media at 68%.
Merkle’s “Digital Marketing Report” reveals consumers shopped for gifts earlier in the year due to concerns regarding supply-chain congestions and delays in deliveries. As a result, the second and third quarters increased by 30% in cost-per-clicks (CPC) for digital advertising as retailers promoted heavily to consumers during that time. But, to the relief of advertisers, CPCs later lessened to 13% during the final quarter.
According to Tinuiti’s “Amazon Ads Benchmark Report,” the value of ad clicks spiked in mid-December as marketers aimed to reach last-minute holiday shoppers. The cost-per-click (CPC) rates increased for both Sponsored Product ads and Sponsored Brand ads throughout Amazon’s site.
Scalefast’s YouGov study, which surveyed a base of 1,257 U.S. consumers ages 18+, finds that most people are not ready to believe the hype related to non-fungible tokens (NFT), with many unfamiliar with and not prepared to buy them. Only 8% said they purchased an NFT in the past year. However, about half the people surveyed (46%) who have never purchased an NFT or virtual good (85%) said they are open to purchasing with more understanding of how they work.
Dentsu’s revised “Global Ad Spend Forecasts January 2022” report shows countries returning to a regular growth rate in the next couple of years, with the U.S. displaying the most growth of 5.7% to 13.7% this year. Digital advertising is forecasted to drive the expansion with a 25.4% gain, and out-of-home with a 32% gain as marketers try to reach commuters returning to the office.
ANA’s “Response Rate Report 2021” reveals 82% of U.S. advertisers send electronic messages to existing or prospective customers.
According to Media Monitors' report, Procter & Gamble was the top U.S. advertiser in 2021 for the second year in a row and increased its airings by 14% to over 26 million in radio, local cable, and broadcast TV.
Winterberry Group updated its forecast for media spending in "Outlook for Advertising, Marketing and Data: 2022: The Rally Will Continue," which shows marketers increased their spending by 22% to $436.3 billion in 2021. Winterberry projects a continued upward climb for the U.S. advertising market in 2022 by almost 12% to $487.8 billion.
The consensus from ARF's "4th Annual (2021) Privacy Study" is the majority of U.S. consumers accept the use of personal data to improve the relevance of advertising. However, while 72% of consumers said it's acceptable or somewhat acceptable to receive ads based on the media they consume, there's a big gap in acceptance when viewed by age group. According to the report, 46% of people 65 or older believe that receiving targeted ads based on the media they consume is unacceptable, compared to 13% of people aged 25 to 34.
AdColony and Fyber (units of the ad-tech company Digital Turbine) find in their "Mobile App Monetization Survey" that video advertising is the most prevalent way for app publishers to earn money for gaming and non-gaming apps. Eight-two percent of gaming and 78% of non-gaming app publishers said their revenue is made this way.
According to Merkles' " The Next Generation of Consumer Behaviors" report, U.S. consumers (84%) insist brands make it easier to find products to buy but are also hesitant and do not trust their personalized recommendations. Only 29% of respondents consider brand recommended offers by email to be somewhat or very important.
According to Merkle's " The Next Generation of Consumer Behaviors" report, U.S. consumers (84%) insist brands make it easier to find products to buy but are also hesitant and do not trust their personalized recommendations. Only 29% of respondents consider brand recommended offers by email to be somewhat or very important.
Rival IQ's "2022 Instagram Stories Benchmark Report" finds followers are less inclined to search for a brand via Instagram organically, and audience attention lessened as it spread across Meta Platforms' (formerly Facebook) added video sections to Instagram.
According to TINT's "The State of User-Generated Content 2022" report, 72% consumers believe reviews and testimonials from customers are more credible than claims made by a brand in advertising. The report also shows 60% of marketers said their customers engage more with user-generated content (USG). However, only 20% of marketers said they always use user-generated content.
According to Edo’s analysis, cable and broadcast television linear television created According to EDOs analysis, cable and broadcast television audiences created a surge in internet searches for advertisers. The “2021 Wrap-Up: EDO’s TV Advertising Insights” report, which analyzed 16 million national TV airings from 120 networks and 2-billion-plus online searches from ads, found ABC’s broadcast television show “The Bachelor” had the most engaged audience, with a rating of 145 (45% more engagement than the average primetime broadcast), and Paramount Network’s cable show “Yellowstone” was the top tank with an audience engagement of 175% (up 35% from the prior season).
Consumers are not interested in being big spenders with their subscription streaming services. According to Accenture’s “Streaming’s Next Act” report, 40% of U.S. consumers plan to cut their spending on media subscriptions or one-time purchases within the next 12 months. Sixty-three percent of consumers worldwide said entertainment subscriptions are becoming too expensive, and 70% believe prices will continue to increase.
GroupM’s “2021-22 Consumer Tech Preference” survey finds consumers’ willingness to watch commercials in exchange for lower prices on streaming services has remained stable in the past year.
Horowitz Research’s “State of Consumer Engagement 2021” report finds the effort by corporations to promote diversity is consequential to consumers, especially those who identify as Black, Latinx, or Asian. According to the report, 58% of consumers noticed more ads featuring diverse people's lifestyles and cultures, and also, more companies making an effort towards diversity, equity, and inclusion (DEI).
Amagi’s report shows news programming is the most popular genre of content on free ad-supported streaming television (FAST) services, comprising 36% of viewing hours in the United States and Canada third quarter.
Morning Consult latest report estimates 50% of U.S. adults that self-identify as gamers subscribe to at least one service to stream or download video games, with Sony’s PlayStation Now and Microsoft’s Xbox Game Pass being the most popular, reaching one-fifth of the gamer audience.
According to Gartner’s recent report, consumers, 16.9% of them, were more likely to open emails from personal-care brands when they were related to events like holidays or public observances. Product discovery emails also had an open rate of 16.9%, leaving emails offering discounts to consumers in last place at 15.5%.
Nielsen discovers in their "Being Seen On Screen" report, which covers 1,400 shows including sports, talk, commentary, and animation, that the demand for television programming reflecting a wide array of identity groups is enough to expand diversity efforts for years to come.
Brand Safety Institute and AdVerif.ai.'s "Advertising on ESG-Positive Content and the Impact on Brand Perception" report finds consumers are more likely to have a good view of brands whose advertisements are placed next to positive environment, social and governance (ESG) issues.
Momentive reports U.S. adults streaming less videos than before the COVID-19 pandemic increased from 9% in May 2020 to 50% in November 2021. Also, the number of people who said they were streaming more video than before the pandemic decreased from 47% to 38% during the same period.
Move over snail mail and make room for mobile advertising. According to BIA Advisory Services' forecast, local mobile advertising next year will be larger than direct mail as more financial and insurance companies aim to reach consumers on their smartphones. The U.S. local advertising is on track to rise 11% to $173.3 billion.
According to Tunnl's "Cryptocurrency Audience Profiles" report, crypto brands can influence people's attitudes about regulation by utilizing media strategies catered towards reaching specific group
The Diffusion Group analysis finds 11% of U.S. adult streamers tend to cancel a subscription service after bingeing on desired content (up 2% from last year). The growing number of streaming apps, combined with increased monthly expenses for SVOD services, will make this "binge and bail" behavior more the norm in the future.
Ampere Analysis reports a 14% increase in content investment by Telecom, media, and technology companies in 2021, exceeding $220 billion as subscription video-on-demand (SVOD) services intensify their demand for original programming.
StitcherAds’ “2021 Social Holiday Snapshot: Cyber Week Trends and Insights” report shows an average increase of 30% in cost per thousand (CPM) prices on social media compared to last year on Black Friday and Cyber Monday. In addition to this, StitcherAds reports a 50% increase for cost per click (CPC) rates as retailers coveted the attention of online consumers.
According to Advertiser Perceptions’ “Basis Technologies” report, seventy-two percent of ad professionals said the increase in different transaction methods for buying media has contributed to the increased complexity of the ad industry. It now takes an average of nine types of software or digital platforms to manage and run ad campaigns.
ID Comms’ recent report reveals the concerns advertisers had over the past few years are still present today surrounding the clarity of the media marketplace as “walled garden” environments and automated trading of ad placements becomes customary. According to the “ID Comms 7Ts Global Transparency Report,” seventy-six percent said they weren’t confident in the digital supply chain transparency, and zero percent said they were confident.
Consumers love a good deal, but when it comes to groceries, many prefer not to receive them via social media. According to the Appinio + Spryker study, 45% of respondents prefer to receive their discounts by email, 40% by mobile app, 33% by mailers, 23% by text, and only 11% by social media.
DPAA’s “Media Decision Makers Study” report shows more marketers are interested in outdoor campaigns, with 81% of advertisers stating they’d recommend digital-out-of-home (DOOH) in their media plans in the next 12 months. In preparation for the increase, 77% of advertisers have grown their knowledge of DOOH media in the prior 18 months, and 66% have started a new DOOH campaign during the period.
Despite the disruption caused by the pandemic, such as the mass shift to remote workplaces and the effect it has had on B2B marketers' ability to capture first-party customer data, only 21% of B2B sales and marketing executives said that capturing this information is a top priority for their business in 2022, according to Dun & Bradstreet’s “8th Annual Sales and Marketing B2b Data Report.”
Dentsu International and Microsoft Advertising’s survey of 24,000 adults worldwide in “The Rise of Sustainable Media" finds environmental concerns affect attitudes towards brands, particularly in developing countries such as India, China, Mexico, and Brazil. Ninety-seven percent of consumers in India would drop a product or service if they discovered it harmed the environment, and other large advertising markets such as the U.S., United Kingdom, Japan, and Germany, would follow suit.
The Harris Poll study, commissioned by V2 and Porch, “2021 New Movers Trend Report,” discovers the best time to convert customers to a new brand or company is after a move, with 90% of movers stating they’re willing to try any item, and 88% any service.
According to Zenith’s “Advertising Expenditure Forecasts” report, the fastest ad spending growth will occur from 2021 to 2024 in Central and Eastern Europe by 12.2% per year, and the Middle East and North America by 10% per year (with Turkey, Lithuania and Egypt expanding the most from the MENA region).
GroupM projects CTV ad spending will grow more robust than the broader television market, which will see an increase and decrease through the year 2026, as more consumers continue to watch video on internet-connected devices such as smart TVs and mobile phones.
Advertiser Perceptions’ “Digital Advertising for Retail Report” shows digital retailer advertisers (at least 47%) are planning to increase their ad spending this holiday season, and one-third stated they already started holiday promotions early due to consumers shopping early because of possible supply chain delays.
The Trade Desk's “Future of Retail Report" report finds retail media networks are becoming a bigger part of digital ad strategies. According to the report, marketing managers found 19% of brands are combining their digital and shopper marketing teams, and 89% of respondents plan to merge their shopper and digital marketing budgets in 2022.
In Dentsu's latest report, "COVID-19 Recovery Navigator", published before the emergence of the Omicron variant, consumers’ attitudes toward the pandemic are revealed.
Dentsu’s latest “2022 Mega Trends” report projects media strategies for brands will continue to be determined by consumer behavior in 2022. Three key areas that will affect brand’s sales and marketing are the pandemic, brand citizenship and consumer identifiers.
UserWay’s analysis in “The Economic Impact of Inaccessibility” finds e-commerce websites lose roughly $16.8 million per year due to their lack of accessibility for people with disabilities.
Comscore’s “Ad-Supported vs. Non-Ad Supported OTT App Viewership Behavior” report finds consumers expanded their over-the-top services (OTT) during the pandemic lockdown. According to the report, consumption of apps or services without advertising (such as Netflix or Disney+) expanded by 38% to 44.9 billion hours, and by 22% to 48.7 billion hours for video services with ad-supported tier (such as Hulu or Youtube) in 2020.
Forrester finds TikTok is the leading social media app used among younger US Generation Z consumers. The consulting firm asked parents to discuss with their 12-year-old to 17-year-old kid(s) why they prefer TikTok over other social media platforms. Their responses were as follows:
According to Razorfish’s “The Truth, Myths and Nuance Behind Purpose” report, 82% of respondents said the brands they buy stand for a greater mission or purpose, and 75% said their friends buy brands for the same reason. Sixty-two percent of consumers of all ages a brand’s values are important or very important to them, and 40% said they research a brand’s value and practices before making a purchase.
AdImpacts’ study finds Amazon has increased their ad airings of TV commercials (by as much as 40%), while many other retailers such as Walmart, Target, and Best Buy have decreased theirs. Also, in an exclusive study for Research Intelligencer, AdImpact discovers arts-and-craft retailer Hobby Lobby has increased their TV commercial airings by 23%.
WWC’s “The Status of Women In The U.S. Media 2021” uncovers in their nearly 300-page report that men accounted for two-thirds and white people for almost three-quarters of more than 1,600 appearances by guest analysts and commentators on the top five talk shows.
According to Feedvisor’s survey, 31% of US consumers described Amazon’s sponsored ads as “helpful” this year (an increase of 20% from 2019 to now), 20% found them “distracting” (a decrease of 5% from 2019 to now), and more than 57% are “always” or “frequently” observing product suggestions on the site.
AppsFlyer and Adobe’s recent report “The Mobile-First Enterprise Report” indicates enterprise corporations are becoming “mobile-first” as part of their long-term “digital-first” plan. According to the report, more than 40% of existing sales are taking place through mobile apps, over 40% of total customers engage through mobile apps, and millennials are at the forefront of mobile-only.
The Family Room’s latest report finds families rank restoring kids’ confidence and joy as a predominant impetus in signing up for a subscription video-on-demand service (SVOD) while preparing kids for school and serving parents’ needs as the least important.
The future looks very bright for public relations firms in 2021. According to Davis & Gilbert’s survey, PR professionals who expect revenues to increase rose 77% this year vs. 42% last year, 14% of PR professionals expect lower revenue this year vs. 52% last year, and 72% of PR professionals expect profits to rise vs. 48% last year.
ECI Media Management’s “Inflation Report Update, Q4 2021” shows the economic recovery from the pandemic recession has galvanized the demand for advertising. However, the bounce-back has remained uneven across various media channels in the United States. Radio is expected to see the greatest increase in ad prices with a 4% rise in 2021, (after a 15% decline in 2020). And other various channels, such as out-of-home media, are also expected to see gains.
IAB’s “Brand Disruption 2022” report reveals about 95% of brands have changed their data strategies due to privacy concerns. This change has led to increased media spending by brands, with almost 85% stating they’ve elevated their spending on connected television (CTV) because of consumer privacy issues.
The Coalition for Innovative Media Measurement (CIMM) and Advertising Research Foundation (ARF) has issued the fourth edition of their lexicon with over 4,000 terms and definitions, including broader categories for converged television, streaming media, addressable advertising, dynamic ad insertion, virtual reality, artificial intelligence, and social media, along with other subject matters.
TV viewership for the World Series (which lasted the same amount of games in 2021 as in 2020) increased from 9.7 million in 2020 to 11.74 million in 2021. As a result, comparisons in ad airings were more direct. According to AdImpact’s analysis, fast-food companies dominated commercials during the games with roughly 8,800 airings, surpassing the automotive category.
Skai’s “Digital Marketing Quarterly Trends Report” shows price increases accelerated spending for paid search by 30% and paid social by 34%, but had less of an effect on retail at 21%.
Ipsos' "Global trends" report finds around 85% of consumers worldwide express anxiety and apathy toward social media's power and harvesting of their data. According to the report, 85% percent of U.S. consumers believe it's inevitable they will lose some privacy in the future due to technology, 69% are concerned about how information collected during their online activities are being used by the government, and 28% feel people worry too much about their online privacy.
Forrester Research anticipates total advertising revenue for online marketplaces and store chains will increase to 50 billion worldwide in 2022 as more retails expand their digital media sales. The report, "Predictions 2022: Media And Advertising," relays most of the ad revenue will come from Amazon's because of their seamless buying experience for consumers and advertisers.
According to Activate Consulting’s “Activate Technology & Media Outlook 2022” report, the pandemic has changed people's media consumption behavior. In 2020 their technology and media consumption increased 6.1% to roughly 13 hours and 11 minutes per day. Growth is expected to continue with gaming leading the way at 2.8%, audio 1.1%, and messaging and social media 0.4%, for a total expansion of 0.4% yearly until 2025.
Edelman's "Future of Corporate Communications" report discovers corporate communications executives want to hire more people but find it challenging acquiring people with the specific skills they need. As a result, some companies have reduced their workforce and instead outsourced these specific skill sets through agencies and contractors.
Method Communications' “Is Empathy Dead in America?” report reveals 92% of U.S. consumers want to see brands practice empathy in advertising, 66% are skeptical about brands that express it, 55% appreciate it, and are more likely to buy from a brand that shows it, 51% are conflicted regarding technology’s role in promoting it, 47% do not trust its authenticity and believe their goal is to make money, and 43% blame social-media platforms for society’s decline in empathy.
Nielsen’s “Seeing and believing: Meeting Black audience demand for representation that matters” reports Black viewers are two-thirds more likely to watch representative content and buy from brands that advertise during such programming.
According to Merkle’s “Digital Marketing" Q3 2021 report, the CPM (cost per share) for Facebook Ads rose 46% over last year despite a slower revenue in the third quarter.
Jungle Scout’s report “Amazon vs. Walmart: the Growth & Future of Ecommerce” points out that although Amazon and Walmart share some of the same shoppers, their customers tend to visit each platform for specific categories.
Pixalate’s “Global Connected TV (CTV) AD Supply Chain Trends” report reveals the number of households in the United States now attainable by open programmatic CTV advertising increased by 39% from the previous year, and open programmatic CTV ad spend rose by 50% from the previous year in the first half.
According to Integral Ad Sciences' report, ad viewability improved primarily in the United States during the first half of the year, in alignment with the global trend. Mobile App ads saw the most viewability, with a rate of 85.2% (6.3% from last year).
Ipsos’ “Deciphering The Affluent Mindset Mystery” report reveals that even as the economy reopens, households with an income of $125,000 + have increased their media consumption by 16% over last year to 41.9 hours in 2021. On-demand TV watching, YouTube watching, and listening to streamed audio saw the most gains.
The World Federation of Advertisers (WFA) recent report, “The Global DEI Census,” discovers the advertising and marketing industry ranked highest at 64%, followed by the health and pharmaceuticals industry at 60% when it comes to inclusiveness.
According to Liberum’s analysis of eMarketer data, ecommerce companies like Alibaba, Amazon and Tenant are capturing a growing share of media dollars by selling search and product ads to brands.
Hub Entertainment’s “Game Consoles 2021: Respawned and Leveled Up” report reveals 36% of people aged 13-74 play video games on consoles, 51% of console gamers play every day (up 39% from 2019), 70% of men under 35 (a tough to reach group via traditional linear tv) play on consoles, 70% of console gamers play with branded in-game content (a 61% increase from 2019), 44% of console gamers that view in-game ads prefer them over regular commercials, and 72% said branded content makes games more fun to play.
According to Winterberry Group’s “The Outlook For Contextual Solutions In Data Driven Advertising & Marketing” report, contextual targeting of advertising is experiencing a resurgence as marketers become more attentive to brand safety, and tech companies give consumers ways to protect their online privacy.
IPG Mediabrands’ Magna has increased its 2022 outlook for US ad spending by 11.6%, with the strongest gains appearing in cinema, connected TV (CTV), digital video, search, and social.
Kantar's latest report, "Media Reactions," shows digital advertising options such as in-game ads, streaming music/video, podcasts, and social media ads as the most improved in connection with consumer "ad equity," a metric created by Kantar to describe media channels and brands most appreciated by consumers.
A report fielded for Research Intelligencer by Advertiser Perceptions finds the time spent managing RFPs (request for proposal) has remained the same since pre-COVID-19.
Rivery's latest report, "Marketing API Benchmark," reveals Facebook, Google, Instagram, Salesforce, Snapchat, TikTok, and Twitter are most utilized by advertisers and agencies. The report, which also ranks the frequency of Marketing API updates, highlights what it takes to keep Marketing APIs current.
Borrell Associates' "Scaling Digital Agencies" report estimates the number of media sponsored agencies in the U.S. will peak to roughly 2,600 in 2021, while independent digital shops are expected to expand robustly in the upcoming years. According to Borell, disrupters like the 2008 financial crisis, and the recent COVID-19 pandemic, have continued to increase the demand for independent digital services agencies offering web design/redesign, SEO, and other pure-play digital media and marketing.
WARC's global ad forecast revision shows the category of transportation and tourism, which were the hardest hit in 2020 due to the COVID-19 pandemic, as having the greatest recovery in 2021 and 2022. WARC also predicts worldwide ad spending to expand 17.8% in 2021.
Through an assortment of proprietary consumer tracking studies, with data from third-party authorities, Horizon Media finds from their report "Rebuilding The Future," the relationships between American consumers and brands have fundamentally changed. The bottom line is that consumers expect more from brands, especially due to societal crises and the COVID-19 pandemic
eMarketer's most recent B2B advertising outlook forecasts digital B2B search advertising will level off this year and be surpassed by digital display advertising by 2023.
Show me the money...or savings! Activate Consulting, which analyzed pre and post COVID-19 on American consumers, finds Americans are most willing to trade their personal data with marketers by signing up for email lists in exchange for rewards, followed by signing up for loyalty programs to receive continuous rewards. The report also shows the types of data consumers are willing to share with marketers and retailers in exchange for rewards and benefits.
Media Dynamics' "TV Dimensions Alert" report reveals online streaming's share of the U.S. TV/video viewing population has expanded 1,200% since the 2010s, and according to the report, the share of viewing going to conventional television outlets has decreased by 48% for televisions, 28% for broadcast TV networks, and 25% for cable TV. Despite these declines, Media Dynamics' concludes TV is not dead.
Zapier’s recent June survey reveals marketers saved roughly 25 hours of labor time by using automation technology. Areas of marketing workflow most affected by automation time savings were, team communication (46%), identify and target consumers (42%), and email scheduling (39%).
According to Publicis Media’s Zenith unit, cinema advertising will more than make up for the loss of 72% (from 2019) in 2020 due to the pandemic. Zenith projects cinema advertising will expand a whopping 116% in 2021 (which is an increase over 2019). Zenith also forecast digital ad spending to increase by 19% in 2021 due to online video (+26%), social media (+25%), and paid search (+19%). Although out-of-home, which was the second hardest hit in 2020 with a loss of 28%, is projected to gain16% in 2021, this will not position it ahead of 2019.
Adimpact projects the 2022 U.S. political advertising cycle will reach nearly the $9.02 billion set during the 2020 election cycle, all thanks to the contentious state and local races for U.S. Senate, house, and governor seats.
Prime-time network TV CPMs are on the rise. According to Media Dynamics' analysis of the 2019-20 through 2021-22 prime-time upfront, prime-time CPM broadcast networks increased an average of 19.40% to $45.03 for adults 18+ demos, which for the first time in recent history is more than twice the rate of growth for prime-time cable CPMs, which increased an average of 9.7% to $21.83.
Dentsu's revised 2021 ad spending growth estimates project almost all media (digital, TV, radio, and print media) moving in a positive direction, except out-of-home and cinema. Although cinema ad spending will expand 35.1% this year, a full recovery from its ad recession is not expected until 2022.
Veritonic's "2021 Audio Logo Index" report, which analyzed 3,700 consumers in the U.S. and U.K., scored Farmer's, State Farm, and Liberty Mutual within their top 10 sonic brands. Fast-food brands Popeye's, Arby's, and Little Caesars also appear in the top 10. Brands ascending the index are Oreo (59 index), Bob's Discount Furniture (58), and Sonos (57).
The pandemic has shaken and stirred the economic recovery, leaving many with a sense of uncertainty going into the fourth quarter. Questions abound, with one of them being what will the job market look like for data and marketing professionals in the future? According to the Data & Marketing Association (DMA), the current opportunities are at 41% for businesses recruiting in both fields, with 45% of those hiring coming from a large business, 25% from a medium size, and 25% from a small business. DMA also reports the future of business recruiting at 39% in both fields, with 54% of medium-sized companies appearing the most optimistic about their future job openings. One thing in common for both current and future outlooks in both fields is, small businesses are feeling the most negative about their future job openings. The importance of upskilling for the industry, employers, and candidates (as relayed in the International Labour Organization guidelines and the Department for Education's Employer Skills Survey via means such as Skills Bootcamps, Traineeships, and Apprenticeships, etc.), will aid in the stabilization and recovery of the economy. Top marketing and digital in-demand skills for 2021 are 1. Effective communication, 2. Digital skills and, 3. Understand the customer and adapt. Especially considering the importance of technology in the everyday lives of consumers, employers, and candidates.
The pandemic has shaken and stirred the economic recovery, leaving many with a sense of uncertainty going into the fourth quarter. Questions abound, with one of them being what will the job market look like for data and marketing professionals in the future? According to the Data & Marketing Association (DMA), the current opportunities are at 41% for businesses recruiting in both fields, with 45% of those hiring coming from a large business, 25% from a medium size, and 25% from a small business. DMA also reports the future of business recruiting at 39% in both fields, with 54% of medium-sized companies appearing the most optimistic about their future job openings. One thing in common for both current and future outlooks in both fields is, small businesses are feeling the most negative about their future job openings. The importance of upskilling for the industry, employers, and candidates (as relayed in the International Labour Organization guidelines and the Department for Education's Employer Skills Survey via means such as Skills Bootcamps, Traineeships, and Apprenticeships, etc.), will aid in the stabilization and recovery of the economy. Top marketing and digital in-demand skills for 2021 are 1. Effective communication, 2. Digital skills and, 3. Understand the customer and adapt. Especially considering the importance of technology in the everyday lives of consumers, employers, and candidates.
The pandemic has shaken and stirred the economic recovery, leaving many with a sense of uncertainty going into the fourth quarter. Questions abound, with one of them being what will the job market look like for data and marketing professionals in the future? According to the Data & Marketing Association (DMA), the current opportunities are at 41% for businesses recruiting in both fields, with 45% of those hiring coming from a large business, 25% from a medium size, and 25% from a small business. DMA also reports the future of business recruiting at 39% in both fields, with 54% of medium-sized companies appearing the most optimistic about their future job openings. One thing in common for both current and future outlooks in both fields is, small businesses are feeling the most negative about their future job openings. The importance of upskilling for the industry, employers, and candidates (as relayed in the International Labour Organization guidelines and the Department for Education's Employer Skills Survey via means such as Skills Bootcamps, Traineeships, and Apprenticeships, etc.), will aid in the stabilization and recovery of the economy. Top marketing and digital in-demand skills for 2021 are 1. Effective communication, 2. Digital skills and, 3. Understand the customer and adapt. Especially considering the importance of technology in the everyday lives of consumers, employers, and candidates.
RPI has created a step-by-step dos and don’ts “Social Media Playbook” guide for small business owners.
Edelman Trust Barometer, which fielded 1,400 consumers from May 12 – June 2, reports consumer’s trust in brands is becoming paramount as brands meld more and more into their everyday lives, especially with societal issues intertwining consumer’s expectations.
GroupM’s analysis of company reports for 2020 reveals 25 media companies represent two-thirds ($427 billion) of all ad spending, an increase of 42% from just four years ago.
GroupM’s June 2021 U.S. mid-year “This Year, Next Year” report shows almost one in five U.S. TV ad dollars is directed to a CTV advertising unit. In this report, GroupM also suggests that the various sub-groupings of CTV should ultimately be grouped to form one category called “CTV+," because at the end of the day, as long as the message reaches the consumer, GroupM believes “it’s all TV to the consumer.”
Consumers consider Google the world’s most meaningful brand, according to the 2021 edition of Havas’ “Meaningful Brand” report, followed by WhatsApp, PayPal, Youtube, Samsung, Microsoft, Walmart, Cadbury, Visa and Ikea.
ANA’s (Association of National Advertisers) “The Growth of Supplier Diversity” report shows that more and more advertisers (69%) are implementing a strong supplier diversity program, and those who do not (31%) have plans to create one.
Out-of-Home Advertising Association of America’s (OAAA) “Digital Video Out-of-Home Buyers Guide” analysis identifies digital video out-of-home ads have advertising cost per thousand ranges that can match prim-time broadcast TV and also surpass mobile and desktop video advertising.
Horizon Media’s latest report, “COVID-19 Vaccine Hesitancy,” finds Americans trust mainstream media outlets such as local (68%) and national (65%) news broadcasters, print news publishers (63%), and radio (60%) the most when it comes to information about the COVID-19 pandemic and vaccines.
The Association of National Advertisers’ (ANA’s) “Media KPIs That Matter” report identifies and ranks 39 KPIs, five which rank among the top dozen for most important and most used: Data Source Quality, ROI/ROAS, Customer Lifetime Value, Conversion, and Targeting Information Quality.
Standard Media Index’s (SMI) “Anglo Market Intelligence Report” identifies the five major Anglo markets (the U.S., the U.K., Australia, Canada, and New Zealand), especially the U.S. in March 2021 with a gain of +18%, are leading the global ad economy out of recession. The report shows the overall market expanding 4% in the first quarter of 2021 vs. the first quarter of 2020.
Standard Media Index’s “Upfront 2021-22 and the Transition of the U.S. Video Landscape” report imagines and analyses what it would take to replace 70 billion TV ad spending dollars if 100% of consumers opted to go to direct-to-consumer video subscriptions. The results revealed it would cost consumers more than $150 per month per U.S. TV household.
Talend’s “2021 Data Health Survey” report, which surveyed professionals in marketing, finance, production, engineering, and IT worldwide, finds marketing professionals considers themselves the least data-driven of the major corporate departments.
BlueVenn’s “Digital Divide: The Discord Between Marketers’ Actions and Consumers’ Behaviors" report reveals 52% percent of consumers prefer to share their personal data with brands they trust. The survey also finds 26% percent of those surveyed opted to share their personal data with tech giants such as Facebook and Google, and 10% decided to keep their information to themselves.
Standard Media Index's latest report shows all three forms of national TV ad spending (upfront, scatter, and direct response) recovering from the pandemic-induced advertising recession of 2020 in the first quarter