Advertising is only one part of the brand consideration equation; today’s consumers are more tuned into company politics and are not afraid to make their voices heard. For example, companies like Patagonia, which has always been a cause-driven company, have been doubling down on its social and environmental responsibility.
U.S. GDP growth is estimated at 1.9%, continuing growth slowdown.
Fed tightening on hold for the election year and fear of contraction
Limited tailwinds indicate that growth must be
earned or bought
More than 1,100 startups will be exhibiting at CES (Consumer Electronics Show) in Las Vegas this week, hoping to get the attention of attendees, including a record number of advertising, media and marketing executives scouting early-stage opportunities to get in front of potentially disruptive consumer technologies.
The vast majority of them are very early-stage, according to a detailed analysis published by startups advisory firm Kite, which found that 85% of the exhibitors are businesses that are less than four years old.
Targeted Spend, Not Reach, Will Drive Growth
Retailers will shift their ad budgets to connect efficiently with specific audiences.
Retailers Will Spend To Demonstrate Their Brand Promises
Traditional retailers will compete with DTC brands by acting on their brand promises.
CMOs Must Pull Away from The Digital Pack
innovation matters in an ecosystem where competitors share the same level of digital savviness.
Optimizing your brand's social media strategy is not a process that can successfully occur in a vacuum. For sure there's a wealth of information that can be learned from analyzing your own data, but those insights still aren't actionable without the context of understanding how social media platforms are performing for brands in the aggregate. That's why the inaugural ListenFirst Industry Benchmarks Report for Consumer Brands is such an important resource for marketers.
Despite being a year of corporate transition, GroupM bettered the media billings growth rate of the Big 6 agency holding company media units, and expanded its share of market to 30.2%, making it half again bigger than its next-closest rival, Publicis Media (20.4%) share, according to year-end projections for 2019 being released this week by media agency tracker ComVergence.
AM/FM radio leads ad-supported audio among major buying demos
For advertisers, focusing on ad-supported audio’s share provides a better picture of the platforms where audio ads can run. From 18-34 Millennials to Boomers, AM/FM radio accounts for over half of all ad-supported audio time spent. AM/FM radio’s ad-supported share grows with age.
The Magazine Media 360° reports conclude that continued and growing consumer demand for magazine media, across channels and platforms, proves magazine media’s vitality and influence.
Loyalty members have higher overall value to the retailer than other customers. According to our study, loyalty members are 12% more satisfied, 10% more loyal, and 13% more willing to recommend the retailer than are those who are not members. And for those who have high satisfaction (9-10 on a 10-point scale) with the retailer, 37% make 10+ orders a year, and 42% spend more than $500 annually, compared to 22% and 25%, respectively, for other customers.
This year our experts have identified 12 trends and predictions that are poised to impact the media industry landscape in the coming year. They fall into three main themes: the technology trends transforming the media landscape; the spaces that brands can credibly occupy; and the context and catalysts for change. In each, we offer an overview of the implications for media measurement and effectiveness. As ever, these are intended to be practical and useful, designed to support your thinking and activity in 2020.
U.S. advertising will grow +6.2% in 2019 to $244 billion. This will mark a fourth consecutive year of solid mid-single-digit growth for the industry on an underlying basis. Taking out directories and direct mail makes the health of the industry look even stronger, with a +7.6% underlying growth rate for 2019, although including political advertising in all years brings growth down a few notches to +3.8% all in. However we look at it, growth has been robust relative to the general economy, which is generally decelerating on an underlying basis.
2020 still looks solid; we are forecasting +4.0% growth next year.
The metric we'd like to highlight here is the light green portion, showing debtors that never underpaid (i.e. negatively offset the invoice when they paid it).
In the 12 months ending June 30, 2019, the percentage of debtors that never underpaid us (historically) was 17%.
Since June 30, covering new debtors in Q3, the number of debtors that never underpaid us jumped to 24% -- a 41.1% increase over Q2! This is more evidence that payment amounts (not timing) is stabilizing.
Three out of four influencers choose Instagram as their preferred social media network for brand-sponsored collaborations.
As their second choice, male influencers prefer Twitter and female influencers prefer Facebook. Fourth is YouTube and, fifth, LinkedIn.
We now forecast that 69% of all money spent on advertising in digital media in 2020 will be traded programmatically, up from 65% in 2019. The total amount spent programmatically will exceed US$100bn for the first time in 2019, reaching US$106bn by the end of the year, and will rise to US$127bn in 2020 and US$147bn in 2021, when 72% of digital media will be programmatic. Here, digital media refers to all forms of paid-for advertising within online content, including banners, online video and social media, but excluding paid search and classified advertising.
Think about everything you have to get done today. If you’re a woman, chances are pretty high that you’ll have to work a little harder than men will to get it all done. In fact, you might even need to do it better just to measure up. Yet despite the countless responsibilities and challenges that women have in a given week, they’re voracious consumers of media. In an average week, the 156+ million women in the U.S. consume just shy of 73 hours of media—that’s ve more hours of media than men.
In the past, researchers would consider media’s impact on youth in terms of three “Cs”: consumption, content, and context. This article introduces a new construct—constancy—which supplants the previous terms. Constancy refers to the ubiquitous and continuous state of connected screens in the lives of children and adolescents. Constancy characterizes media content and use, which can be proactive, incidental, or contextual, exerting positive or negative effects on different users. Constancy can influence child development, as persistent access to smartphones and reception of messages will affect future generations’ cognition and education, social interactions, emotions, and health. It will be important to address the developmental needs of the child or adolescent and not the smartphone in his or her pocket. Constancy requires pragmatic and innovative methodologies to understand the new circumstances around children, adolescents, and media. The landscape has changed and so must our approach to research and investigation of media effects.
A new ecosystem with several access points to view content, across all devices, at any time presents increasingly more challenges for advertisers by allowing consumers to view TV and digital content in a variety of ways. By continuing to plan, measure and execute in silos, against vanity metrics like age, gender and household, advertisers are limiting their ability to reach consumers.
Biodata is opening up a world of precision that is set to transform our lives, and the products, services and experiences we seek. Precision blends technological accuracy and deep personalization with a significant ingredient: you.
What’s up next for brands in the world’s largest economy? It may be a cliché, but uncertainty is the only certainty in the US today. While the country used to be a powerful force for stability in the world, it has increasingly become a source
of volatility. Policy can be made by tweet, a constitutional crisis can erupt overnight, and long-held conventions are trampled on a daily basis. That may make for interesting times, but not necessarily the right kind of interesting.
What is certain is that barring a major financial shock, top US brands will likely continue to grow in value. Even if economic headwinds mount, their strong scores for Meaningful Difference indicate that they will weather the storm better than most and emerge faster from any downturn. Because in the United States, branding is not just a job. It’s the country sport.
With just 1.41% fraud, TAG Certified Channels have 88% less fraud than Non-Certified Channels.
The amount of fraud (both SIVT and GIVT) found in TAG Certified Channels across multiple inventory types is 1.41%. The overall blended rate we used for comparison is 11.41%, which represents that campaigns run through TAG Certified Channels have 88% cleaner traffic than those run through Non-Channels.
A loyalty program’s value proposition needs to include elements of discounts or free products to drive ongoing participation, but surprises and other benefits should be used as differentiators that drive emotional loyalty and true brand connection.
From a rewards perspective, consumers similarly enjoy free products, discounts/offers, and free samples or services best. It’s also important to note that 41% of consumers like chances to win prizes, and 32% love to receive surprises from the brand.
In 3Q19, the overall US weighted average broadband usage (combining customers on FRB and UBB billing) was 275 gigabytes, up 21% from 3Q18’s weighted average of 228 GB. During the same period, the median monthly weighted average usage increased nearly 25% from 118.2 GB to 147.4 GB. Cord cutting continues to have a profound impact on the broadband business, both operationally and financially. Cord cutting shows no signs of slowing down, especially with a number of new high- profile streaming services from the likes of Disney and Apple about to launch.
Growth in global beauty adspend will rise from -1.2% in 2018 to 2.7% this year, and will reach 4.7% in 2021, according to Zenith’s Beauty Advertising Expenditure Forecasts, published Nov. 11, 2011. This acceleration of growth will be spurred by the global expansion of e- commerce advertising and the improved supply of premium digital environments. Beauty adspend will total US$14.4 billion this year, and reach US$15.8 billion in 2021.
In our survey of 2,000 consumers from the U.S. and U.K., the 2019 Crisp Crisis Impact Report tuned into the minds of consumers to identify how brands can maintain their wallet share in an era where social media is increasingly weaponized and harmful content spreads in seconds. The data validates that being the first to know, and thereby the first to act, is the most critical step in maintaining a strong reputation in the eyes of consumers.
At the senior leadership level, female representation is now likely at an all-time high. In fact, according to one of our data points — based on ANA board and AIMM member companies — 52 percent of senior-level marketers are now female. And in the analysis of the CMO/CMO equivalent at ANA marketer company members, female representation is now 47 percent. In both cases, female senior-level marketer representation increased since last year’s study.
Using digital media to research the reputations of colleagues, other industry executives and/or thought leaders has become a common practice among America's Fortune 1000 organizations and LinkedIn has emerged as the dominant place to do it, according to findings of the 2019 edition of an annual report from Qnary provided exclusive to Research Intelligencer.
The 2019 Executive Reputation Research Study, the third in an annual study conducted by Qnary to understand the role digital media plays in shaping the reputations, esteem, presence and value of executives -- and by default, their corporations -- found that LinkedIn is now the go-to source for researching others among 92% of corporate executives, leading No. 2 Google (52%) and No. 3 Twitter (50%) by a wide margin.
Overall Advertising & Marketing
• Global overall advertising & marketing rose 5.5% in 2018 to $1.299 trillion
• Total advertising rose 5.1% in 2018 to $599.39 billion, total marketing rose 5.9% to $699.67 billion
• Overall advertising & marketing is pacing to increase 4.9% in 2019 to $1.363 trillion
• Global advertising & marketing is projected to rise 5.9% in 2020 and increase at a 5% CAGR from 2018-23
Social media has clearly become part of the fabric of teenagers’ lives, yet the time they spend using it has remained virtually unchanged since 2015. Mobile gaming has also remained steady. How young people access TV shows has certainly changed, with live TV down and subscription and other online viewing up, and that may have important implications for young people’s com- mercial exposure andfor co-viewing and co ntent choices. But in the big picture, it seems clear that after a period of rapid and revolutionary change in the media landscape of tweens and teens, we are now in the midst of a (perhaps temporary) period of relative stability.
And that may give researchers, parents, and educators a chance to catch up.
The buzz in the ad trade press may be about brand marketers shifting to shorter-form units -- especially for digital video buys -- but a new study from direct-response TV ad research company DRMetrix shows that when it comes to "brand-direct" advertisers, the trend is in the other direction.
Forty-five-second units, in particular, have been on the rise -- jumping 584% in 2018, and an average of 245% annually for the 2015-2018 period it analyzed.
While some long-form ad units -- including :90s and :240s -- ebbed in 2018, the overall trend is longer-form.
Time spent by the average American with digital media continues to climb -- mostly as a result of increased access via mobile devices, according to a compendium of digital media usage stats released Monday by the Interactive Advertising Bureau as part of a stage-setter for the simultaneous release of its first-half Internet Advertising Report.
In a typical week, adding the OOH audience – those who have traveled in a car in the past 7 days -- to users of any other media outlet grows total audience to nearly 100%
• Reach grows most dramatically for:
Work-based internet +100%
Print media (newspapers +112% and magazines +57%)
Adding OOH to digital video platformadvertising amplifies exposure and can double, triple, or even quadruple the audiencereached:
Video streaming +132%
TV or movie smartphone/tablet apps +226%
Mobile video viewing +340%
Downloading/streaming on cell orsmartphone +306%
Networks are packing substantially more profanity and violence into youth-rated shows than they did a decade ago; but that increase in adult-themed content has not affected the age-based ratings the networks apply. We found that on shows rated TV-PG, there was a 28% increase in violence; and a 44% increase in profanity over a ten-year period. There was also a more than twice as much violence on shows rated TV-14 in the 2017-18 television season than in the 2007-08 season, both in per-episode averages and in absolute terms.
The No. 1 option cited by both advertiser and agency executives interviewed by Advertiser Perceptions in September for Research Intelligencer is to reposition the core proposition of legacy brands to "be more contemporary." Seventy-eight percent of ad execs cited that option and 39% ranked it No. 1, while 22% ranked it No. 2.
With over 4 billion Internet users worldwide in 2019, brands have the opportunity to reach and connect with more potential customers than ever before. But, the average person is exposed to over 4,000 ads per day, making it difficult for brands to cut-through thedigital noise, capture consumer attention, and convince consumers to take action. To quantifydigital campaign effectiveness and its impact ondriving meaningful conversions, Integral Ad Science (IAS) partnered with GroupM to conduct a series ofscientific studies spanning three major brands.
If there’s a line that separates a market trend from a wholesale transformation, it looks as though connected television (CTV) has just crossed it.
This Q2 report, based on video ads served from AdBridge for a range of advertisers across multiple categories, shows that CTV now accounts for half of all video ad impressions,marking the fifth consecutive quarter that CTV has outrankedmobile in the number of impressions served by device.
Over the next three years, many Americans expect to ease off on social media and games. In the U.S., broadcast radio as well as regular mail are also set to decline. Broadcast and cable television will level off. In contrast, Chinese consumers foresee big growth in their use of most online media in the next three years but continue to shift away from old media. The strongest growth is forecast for websites and social media.
Consumers are optimistic about the future of the economy and their optimism will fuel increased spending. While they plan to spend more, they also plan to spend differently. Forthe first time in our seasonal polling, online sales will surpass in-store. And, to make things even more complicated, just as this shift from in-store spending to digital kicks into high gear, we’re also seeing dramatic changes in how consumers interact with the digital channels marketers rely upon to shape buying outcomes. This study details this shift and the larger implications.
Based on its analysis of US media owner’s financial reports, MAGNA finds that net advertising revenues grew strongly in the first half of 2019: +7.6% vs 1H18, across all media, accelerating further on an already strong market in 2018. MAGNA therefore increased its full year 2019 growth forecast to +6.3% (excluding cyclical) from +5.1% in the previous (June) forecast update.
Advertisers and agencies concur that there is a pressing need to continually educate their organizations to keep up-to-date on changing industry needs, but they differ in the subject matter they focus on and how they provide professional development for their staff.
Top management of the world’s largest marketers appear more focused on growth than anything else, according to our analysis of words used on earnings calls.
Although growth cannot happen without them, customers are the next-most commonly stated term.
Other marketing terms play more of a supporting role on these calls.
Those ANA members who have not yet updated their media agency contracts to address agency volume rebates, bonuses, and transparency issues should do so. The ANA, in conjunction with its general counsel, Reed Smith LLP, has developed a media agency Master Media Planning & Buying Services Agreement (Version 2.0) which can be used by advertisers in developing their own agency agreement. Additionally, those members receiving no or only partial cost details on their agency programmatic costs should request full detail to ensure confirmation of where their media investment dollars are going.
While VR uses a device to place the user ‘within’ an experience, AR enables the placement of virtual objects onto ‘real’ environments. Mixed Reality (MR) further combines the real and virtual worlds enabling both realities to interact with each other. XR is the convergence of AR, VR and MR, further accelerating the potential to create wholly new environments in combination with artificial intelligence, machine learning, haptics, biometrics, and spatial computing. The opportunity of integrating technologies and platforms is much bigger than the sum of their parts.
In terms of potential brand boycotts, Senator Bernie Sanders curries more influence than any other leading U.S. politician, according to findings of a new Morning Consult poll. The poll, which surveyed a national sample of U.S. adults in late August, found that 26% would "definitely" or "might" boycott a company's products or services if Sanders called for one.
The retail cost of head-mounted displays is the No. 1 barrier to mass consumer adoption of virtual reality, according to the top line findings of an in-depth, mixed-reality industry report. The study, "Industry Insights Report 2019-2020," just published by mixed-reality industry promoter and conference organizer VRX, found that the "lack of content" was a close No. 2 barrier for most consumers, followed by the current size and design of headsets, the lack of consumer awareness, usability, and "motion sickness."
Whether it’s voice search, category recommendations or TV guide design, trends indicate that consumers are not looking for something new to replace their current technology and tools. What they want are innovations to complement what they already have — simple, elegant tools that help viewers navigate through the content chaos, with entry points they can trust. Service providers can build that trust by crafting better user experiences, educating their customer base and honing their message.
The state of social media for TV has been strong so far in 2019. Total Fan Growth for TV pages across Facebook, Twitter and Instagram is up 29% in the first half of 2019 compared to the second half of 2018, while social engagement increased 15% during the same time period.
Amazon retained its position as the No. 1 consumer brand in terms of customer loyalty, according to just-released findings from Brand Keys annual tracking study. Google also retained its second place position, but after that most of the top loyalty brands have been reordered, with Samsung moving to No. 3 from No. 6 last year, displacing Apple's iPhone, which fell to No. 8.
Importantly, the streaming market isn’t closing doors and eliminating opportunities. Rather, it’s the opposite. But in order to activate in the space, marketers, stations and advertisers need to understand that streaming activity is not all the same—especially at the local level.
As local markets continue to see growth in non-linear TV usage, deeper insights are needed to drive smarter business decisions. From Austin, where the largest percent of adults are reached, to Pittsburgh, where only 45% of adults stream, every entity that touches the local ad space in any market has to have clear insight into who’s watching what, and how. Nielsen is committed to keeping up with these changes to power insights and innovations that will help the ever-evolving industry continue to transform.
Podcast consumption has grown by +70% between 2016 and 2019, and ad spend has grown by over +200% from a low base. MAGNA expects consumption and ad spend will continue to grow by double-digits over the next five years, driven by increased awareness, increased reach and time spent, new methods of content discovery, innovation in ad formats and targeting capabilities, and improvement in campaign analytics.
Individual country editions of the Media Quality Report will now be released annually with a global overview updating key benchmarks in the first half of the year. This report is the first global overview of its kind, including major digital markets and high-level benchmarks in a singular source for marketers and publishers.
Profile proxy activity in order to start modeling legitimate behavior
Catalogue more ad signals to better identify app spoofing across OTT and In-App
Collect IPv6 addresses from dual-stack supported interfaces to identify fraud more accurately
Swift adoption of app-ads.txt and wider implementation of VAST 4.1 to reduce spoofing
Work to develop a User Agent & Bundle ID naming standard in OTT that is as consistent as possible
Today, consumers expect brand involvement with culture, particularly when it comes to social issues. In order to stay relevant and keep pace with competitors, brands need to keep culture in mind.
While there are many ways for brands to become involved, one size does not fit all. Brands should be thoughtful in their approach to ensure authenticity and appropriate brand alignment.
Culturally focused advertising performs differently based on environment and audience.Brands must tailor cultural ads to the right environment to ensure intended impact.
Given the sheer quantity of touch points between customers and brands—onlineand offline—the challenge of collecting,reading, and reacting to every emotional cue in appropriate ways is enormous and growing. But it’s clear that customers don’tcare whether it’s difficult or expensive tohumanize relationships at scale. Companies that aren’t focused on building emotional bonds risk losing customers to competitorsthat are figuring it out—and it’s hard to winback old friends once you’ve lost them.
Most organizations already have a wealth of data about customers that can help jump start this process. It’s gathering and using that data—at the right time, in the right way, at scale—that will distinguish tomorrow’s most beloved brands.
Forty-four percent of the pay TV service's subscribers say they aren't sure they will continue to subscribe following the series' end, according to a Morning Consult poll conducted May 20-22.
Eight percent of the "GoT" fans say they have already canceled their HBO subscriptions, while another 19% say they have plans to cancel.
Many forms of fraud and piracy are driven by criminals who use the digital supply chain to trick consumers into interactions that earn those criminals money. Criminals can then use that money to fund illicit activities around the world—many of them violations of human rights and personal safety, if not plainly offensive content: bad for people, and bad for business.
Brand safety is an industry endeavor.Because bad actors will always findways to game the system, we must all be vigilant in our quest to manage brand safety as stringently as we can.
FY 2018 results are comprised of self-reported data from 22 companies that generate revenue from podcast advertising in the US, versus 19 companies in 2017.
Self-reported year-over-year revenue increased 34% in 2018, fromFY 2017’s self-reported revenue of $257.4 million.
Total market year-over-year revenue estimate increased 53% in2018, from FY 2017’s total market estimate of $313.9 million.
Total market year-over-year revenue is estimated to grow by 42% in2019, from FY 2018’s total market estimate of $313.9 million.
Fortnite’s status as a “third place” is reinforced by its UX, where players can choose to play or watch other users play. It also offers its own lean-back experience, as the most watched and the most streamed platform on Twitch.
These distinctive, varying layers of interactivity are a critical draw for digital natives who view Fortnite as a place to be themselves for an encapsulated moment in time, delivering on a range of emotional needs that help them escape real-life pressures and demonstrate self-expression.
With tens of millions tuning into a concert in a video game, Fortnite is disrupting the way consumers build community, and offering brands and advertisers access to significant young audiences who don’t watch traditional TV.
As a confluence of factors have brought upon us Advanced TV, we are faced with a TV industry that’s more complex than ever. Addressable TV has been around for a number of years now, but with the advent of OTT devices and new streaming services popping up all the time, we as an industry are starting to view this opportunity in a new light—as part of a bigger push to eliminate wasted impressions, garner insights into TV campaigns, and finally tie exposures to outcomes for true attribution. Fueled by data, this new landscape goes beyond the age/sex demographic and into targetability and granularity in a very digital-like manner.
Traditional advertisers are not likely growing as fast as the industry average. All this growth is occurring as many of the world’s advertisers who were historically among the largest appear to be struggling, especially in fast-moving consumer goods sectors where low-single-digit (or less) growth has been an industry norm in recent years. Their struggles have occurred for many reasons, but an inescapable observation is that relatively new companies and related products have to some degree displaced what came before them.
Even though Americans do not see journalists as a leading contributor of made-up news and information, 53% think they have the greatest responsibility to reduce it – far more than those who say the onus mostly falls on the government (12%) or technology companies (9%).
A somewhat larger percentage of those surveyed (20%) say the public itself bears the most responsibility to reduce it. But another finding suggests the challenges inherent in that effort. Of the 52% of Americans who say they have shared made-up news themselves, a vast majority ofthem said they didn’t know it was made up when they did so.
Seventy percent of adults who are interested in cannabis and who today treat their ailment with OTC/Rx medications say they would consider treating with cannabis because of the perception that it’s more eective than OTC/Rx alternatives.
Sixty-seven percent perceive cannabis to be healthier than OTC/Rx medications, and 69% are inuenced by the perception that cannabis is more natural than OTC and Rx alternatives.
Just under 50% of adults currently treating an ailment with OTC/Rx medications would consider cannabis as a treatment because they perceive it to be cheaper/more cost eective. The key question becomes “Will perceptions turn into purchases and re-purchases?”
The Media Rating Council's new duration-weighted impression standard, which will become the currency for valuing video advertising across media in 2021, is confusing and controversial to most ad execs, but to the extent that they understand it, they believe it is the right way to go.
Asked what effect it will have on how they value discrete media, the ad industry believes it will have the greatest positive effect on online and over-the-top (OTT) video and the most negative impact on mobile video.
The most popular statement was “in the future advertising will need to involve a value exchange/ reciprocity”, which was supported by 77% of respondents.
The second most popular statement was “direct to consumer brands will inspire the big traditional advertisers to find new and better ways of connecting with their audiences”. Thirty-four per cent strongly agreed and 39% somewhat agreed.
Finally, 67% of respondents agreed that the industry had become too obsessed with its own problems to the detriment of putting the consumer first, while 65% agreed with the statement that most examples of brand purpose fail to resonate with the consumer as they lack authenticity.
America is a nation of snackers. Within the U.S., Nielsen data shows that sales of both salty and sweet snacks have increased over the past 52 weeks (ending April 27, 2019) with salty snacks reaching sales of $29.9 billion and sweet snacks hitting sales of $6.5 billion. But could the “munchies” driven by marijuana use increase sales further?
Marijuana consumption has been clinically and anecdotally shown to increase a consumers' appetite and enjoyment of food. And sales data from within the U.S. Census divisions where cannabis has been legalized for recreational use supports the munchies’ eect. Nielsen data shows that growth rates for both candy and snacks are rising faster in these areas than in geographies where cannabis has yet to be legalized for recreational use.
A Morning Consult survey, conducted April 4-7 among 2,200 U.S. adults, asked respondents to put a dollar amount on how much they think different pieces of their personal information are worth, gauging the monetary value for public information such as someone’s full name and mailing address as well as privately sensitive information including passport numbers and DNA.
The results of the survey reflect the continued and growing strength of the medium. More respondents are including DOOH m edia on their plans and more of those plans on average with DOOH in them are getting approved. The percentage of surveyed planners and strategists who had included DOOH in their recommended media plans has maintained growth and continued to be high.
Less than half (48%) of ad execs say they currently have the ability to accurately measure digital ad fraud and/or non-human traffic, but almost all of them believe it is eating into significant shares of their ad budgets.
On average, ad execs say 12.6% of their digital ad budgets are going to fraudulent forms of advertising, according to findings of a study conducted by Advertiser Perceptions earlier this year.
What is fundamentally evident, is that consumers are mostly less strongly bound to familiar brands, which means brand halo eects risk losing even more power over time. This is good news for new, unknown brands but a signal to the well-known, heritage brands, that the trust ties are loosening. For brands of all sizes, marketing to the growing traits of disloyalty, instead of the declining rates of loyalty will be key.
Television sets are emerging as the dominant way consumers connect with connected TV (CTV), according to a quarterly tracking study from ad tech firm Extreme Reach.
Connected television sets accounted for a 49% share of CTV impressions during the first quarter of 2019, up from just 31% the same quarter a year ago.
Most of the TV set's gains have come at the expense of mobile and desktop, while the "unclassified" category -- presumably devices like videogame consoles, etc. -- is also expanding.
Adults in the U.S. continue to increase their overall cross-media diet and, with it, opportunities abound forbusinesses that have efficient strategies to capitalize on them at their most engaged. These consumers spend 11 hours and 27 minutes per day interacting with media across TV, TV-connected devices, radio, computers,smartphones and tablets—21 minutes of additional media exposure across all platforms from first-quarter 2018.While that time comprises 48% of the total minutes available in a day, some simultaneous usage does occur across devices via multitasking consumers.
The increasing availability and complexity of consumer data is driving a corresponding increase in the supply of data analysis platforms and partners, according to a survey of ad execs conducted for MediaPost.
The study, conducted by Advertiser Perceptions in June, found that nearly three-quarters (71%) of ad organizations now have relationships with two or more data platforms/providers, and 22% expect it to increase in the next six months.
The top reasons cited by ad execs for boosting their supply of data analysis partners are the volume of data they must contend with (69%), the complexity of the data (41%), and the inability of their organization to integrate various forms of data in a manageable way (24%).
When given a choice of three general pay models, consumers are most likely to prefer free with ads— potentially as an alternative to yet another paid subscription.
Almost no respondents who viewed a show recently on linear through an MVPD considered the ad load reasonable—and a third felt it was unreasonable. All of which may contribute to MVPD service’s low rating on value for the money.
As just one example, if Netflix is considering including ads in its service, the results show that the monthly subscription fee would need to be significantly lower than the current fee—to avoid losing subscribers.
This year sees a 10-point jump in the proportion rating a free trial important for any new service— consumers want to try before they commit.
A full four in 10 18-34 year olds have canceled at least one subscription to an online TV platform in the past year alone—putting the pressure on these services to demonstrate their value early and often.
Zenith now predicts global ad expenditure will grow 4.6% in 2019, reaching US$639bn by the end of the year. This is slightly below the 4.7% growth rate we forecast in March, but 2018 now provides a much tougher comparison, after we upgraded our estimate of growth that year from 5.9% last time to 6.4%.
It expects advertising expenditure to grow behind the global economy as a whole in 2019-2021, after it outpaced it in 2018.
Advertisers in North America will waste $61 on average per Internet user on fraudulent advertising traffic in 2019. This is set to rise to $103 per user by 2023.
Fraud follows advertising spend. As a result, those advertising in North America must put the correct tools in place to monitor and block fraudulent traffic. To highlight the extent of this, Juniper Research anticipates that 36% of global advertising spend lost to advertising fraud by 2023 will be from North American advertisers, however the region will only account for 9% of Internet users globally.
Seventy-eight percent of ANA-member CMOs said their company has a clearly defined purpose, but only 18% strongly agreed that it is part of a company-wide business strategy with specific goals. It is interesting to note that while 90% of respondents felt that brand purpose should guide company decision-making, 82% admitted that their company could use some expert help in defining and activating their purpose.
The vast majority of Americans are aware of some promising new technologies, especially consumer drones (86%), virtual reality (76%), artificial intelligence (70%) and cryptocurrency (57%), but a majority still are unfamiliar with others like augmented reality (52%) and blockchain (76%), according to findings of a nationwide study conducted July 13-17 by Manatt, Phelps & Phillips, LLP and Vorhaus Advisors.
Follow the lead of Disruptor brands: build consumer loyalty—as well as resulting LTV—through that cross-channel interaction...
And through 24/7, omnichannel options
Risk is an inherent element of any creative process, but with the application of best-in-class practices, bringing agency services in-house should not be any riskier than using a third-party agency. As one respondent noted: “If the right people are hired with the right competencies and scope of work requirements are clear and agreed to, there should be no more risk to in-sourcing than out-sourcing.
Wherever an in-house agency is in its lifecycle — new, mature, or somewhere in between — the creative content and legal optimization processes recommended in this paper should be of benefit.
When Nielsen looks at video streamers, Americans are pretty focused. Notably, its MediaTech Trender survey found that on all of the occasions they stream TV or video, almost two-thirds of adults who stream video content are likely to watch when they know exactly what they want. One-third will watch when they have a rough idea, and only 22% watch when they don’t know what they want before diving into the options.
For those who are still on the fence about what to watch, it gets a bit tricky when looking at how they make their choices.
For the bulk of advertisers whose businesses were not historically dependent on the internet, the fight for attention or share of voice will be particularly intense with the increasingly large companies whose businesses are endemic to the digital ecosystem. Many of them are more heavily dependent upon paidadvertising than most “traditional” marketers ever will be, with several spending more than half of their revenue on advertising. While companies within overlapping categories may be pressured to increase their own spending, pursuing better overall marketing, within and beyond paid media, may be another way to compete.
Eighty-five percent of 1,000 CMOs and/or senior marketing executives in 10 global markets cited creativity as the most important capability in the future, though only 54% believe they are delivering it today.
Data collection and consumer insight ranked as the second most important capability for the future (84%), but a majority of respondents (60%) believe they already are delivering it today.
Marketers in the biggest ad markets -- especially China, the U.S. and Germany -- are most bullish in terms of increasing their marketing budgets over the next 12 months.
About one-in-four U.S. newspapers with an average Sunday circulation of 50,000 or higher (27%) experienced one or more publicly reported layoffs in 2018, according to the study, which examined news articles that cited staff layoffs at these outlets. This is slightly lower than the 32% of newspapers in this circulation range in 2017.
The specific papers with 50,000 or more Sunday circulation can vary year to year, but the vast majority (85%) fell into this category in both years included in this analysis. Of these, 9% had layoffs in 2017 and 2018. In other words, the papers that experienced staff losses in 2018 were for the most part different from those that did in 2017, widening the span of outlets with depleted staff.
While the use of cryptocurrency in media-buying gets a lot of discussion, it is getting little uptake from the demand-side. A surveyofadexecutives conducted by AdvertiserPerceptions for Research Intelligencer in July finds more than two-thirds aren't even considering it.
The survey also found that Facebook's plans to launch Libra, a digital currency that would enable frictionless payments has done little to impact the ad industry's perceptions on crypto's role in advertising.
Sixty-eight percent of advertisers and agencies said the launch of Libra will have no effect on their plans, while 6% said it would actually make them "less interested" in utilizing cryptocurrency.
Although a large sector of cannabis products remain illegal under U.S. federal law, state-legalized cannabis and cannabidiol (CBD) from hemp will translate into billions of dollars in revenue. From marijuana sold via licensed dispensaries where it’s legalized for recreational use to hemp- derived products that are emerging at retail outlets, cannabis could generate new revenue for those that can capitalize on related opportunities. It could also pose signicant risk for suppliers and retailers that choose to turn a blind eye to the current and projected growth of cannabis.
In 2018, we estimate that total sales of all legalized cannabis in the U.S. reached $8 billion. This includes sales of hemp-derived CBD. That’s $8 billion in a country where marijuana is now legal for recreational use in just 11 U.S. states and Washington, D.C. With newer recreational markets such as Michigan and Illinois opening up for business in 2020 and more states likely to follow suit, Nielsen predicts that sales of all legalized cannabis in the U.S. will reach $41 billion by 2025.
First of all, the human condition is universal and unchanging. It is written into our stories, fairytales, and art. At the heart of the human condition is a desire for connection, to feel valued, and as Brené Brown famously wrote in Daring Greatly, “to be seen, valued and heard.”
Here is the good news: As the pace of technology is accelerating around us at a dizzying rate, our human values change much less perceptibly. We value being connected to something bigger than ourselves. We value self exploration and self mastery. We value exploration and discovery. We value the safety and security of home. If these values are unchanging they are worth exploring and understanding more deeply.
Prices for like-for-like media units in television in the US have risen over time in part because of the structure of the industry and the ongoing emergence of new brands.
The basket of media that a buyer incorporates into their measure of inflation should evolve.
Marketers should focus on directing their budgets to high value inventory rather than towards inventory with low costs.
There is a clear opportunity for more marketers to engage Multicultural consumers to drive business growth. In what is perhaps the most significant finding in this study, Multicultural Media revenue – meaning total advertising & brand activation revenues (for both above- and below-the-line media) – significantly under-indexes the general population. This is especially notable for the many advertisers who are still on the sidelines, only reaching diverse segments through general market efforts and/or investing minimally compared to the size of the population and opportunity.
Amazon remains the leader in online consumer packaged goods (CPG), continuing to outpace the competition in share of sales and buyers. Yet, its share growth has slowed.
A downward shift in Amazon’s share of CPG sales in the U.S. sends an important message to retailers and manufacturers. Traditional and non- traditional retailers have been accelerating their responses to Amazon by adjusting their omnichannel oerings and strategies. These adjustments have helped them steal share from the global online player, but other factors are at play.
Today, the playing eld online has become exponentially more crowded, and while that does bring complications, it also means that many merchants have begun to hit their stride with consumers online.
Watching TV, walking for pleasure and family outings were the activities most often enjoyed during July and August by advertising executive.
When it comes to "leisure time" activities, advertising executives say they participate in them more than consumers do, according to findings of two separate studies asking each group how they spend their leisure time.
Chocolate makers enjoyed a good year. Hershey moved up a spot to grab the third position -- behind second-place Dawn dish soap -- and M&M’s moved four spots to take fourth place over all for 2019.
The biggest movers on the list, the brands with scores that increased most significantly compared with last year, include United Airlines, Equifax and Ring Video doorbells. The measure on Equifax, it’s worth noting, took place while that brand was recovering from a massive data breach in 2017 that affected 143 million individuals. That company has recently seen some negative press around its settlement agreement that isn’t reflected in this data.
Industry-wide factors emerged as key drivers of trends in Q2. Confiant observed a substantial decrease in violation rates from Q1 to Q2 2019 for both Malicious and In-Banner Video ads. It suspects the decrease in IBV is driven by a broad set of industry factors, including growing ads.txt adoption and supply-path optimization, coupled with a more aggressive approach by the SSPs. The net effect is to foreclose the arbitrage opportunities that drive IBV. Despite these improvements, it found that nearly 1 in every 200 impressions was marred by a serious issue.
Marketer optimism on the economy climbs slightly after hitting its lowest point of the last seven years in the February 2019 CMO Survey. B2B Product marketers are the most optimistic as are medium-sized companies ($100-499 million). Education and Transportation companies are the least optimistic with Mining/Construction companies on the other end of the spectrum.
Customers are expected to prioritize excellent service and superior product quality in 2020. Marketers expect customers to place a stronger emphasis on excellent service (28% increase) and superior product quality (12% increase), while pressures for low price have dropped by 17% since the February 2019 CMO Survey.
The analysis in this report is based on telephone interviews conducted Jan. 8-Feb. 7, 2019, among a national sample of 1,502 adults, 18 years of age or older, living in all 50 U.S. states and the District of Columbia (302 respondents were interviewed on a landline telephone, and 1,200 were interviewed on a cellphone, including 779 who had no landline telephone).
The digital era is making its mark on local news. Nearly as many Americans today say they prefer to get their local news online as say they prefer to do so through the television set, according to a new Pew Research Center survey of 34,897 U.S. adults conducted Oct. 15-Nov. 8, 2018, on the Center’s American Trends Paneland Ipsos’s KnowledgePanel. The 41% of Americans who say they prefer getting their local news via TV and the 37% who prefer it online far outpace those who prefer a printed newspaper or the radio (13% and 8%, respectively).
The automotive industry faces substantial disruption over the next few years as it copes with more technological change than many other industries. The auto industry has traditionally been slow to adapt, but is now being forced to respond to evolving consumer needs and advancements in technology. Brands are having to rethink the types of model they produce, the technology they include, and the way they communicate with consumers. They are building a new approach to paid advertising to cope with the declining reach of linear television, traditionally by far the most important channel for auto advertisers, and take advantage of emerging channels online, where consumers are conducting more research than ever.
The past year brought some of the biggest changes we’ve ever seen in social–from algorithm updates to GDPR, APIs launching and deprecating at a moment’s notice, bot purges, IGTV, Google+ saying goodbye, and everything in between. From brands and media publishers to platforms and data providers, everyone had to contend with a new normal, one that is still evolving and probably will for some time.
As in the previous ones, this sixth edition of the "New-biz balance” report is a final ranking of media agency networks based on the balance between accounts won minus departures. The retentions are listed but are not added to the New-biz balance as they are not new business. By creating a “Success Index," adding retentions to the new-biz balance, RECMA found the same ranking with MediaCom number one, by far.
The latest MAGNA report reveals the ad industry is experiencing its strongest growth sine 2010. Ad sales are driven by robust economic growth in the U.S. ad BRIS, and $6 billion of cyclical spend. Digital ad sales (+17%) reach 50% of total ad sales in the U.S. in 2018, and globally by 2019.
This new forecast for 2018 advertising investment growth is 4.3% and for 2019 3.6%, both small downgrades from the midyear predictions of 4.5% and 3.9%, respectively. This seems consistent with a macro outlook that remains firm, but fraying into 2019.
Zenith predicts global ad expenditure will grow 4.5% in 2018, reaching US$581bn by the end of the year. Our prediction for overall growth this year has therefore not changed since June, though the growth figures have shifted for most individual markets. We then forecast 4.0% growth for 2019, followed by 4.2% in 2020 and 4.1% in 2021. Our forecast for 2019 is down slightly from our September prediction of 4.2% growth, but the 2020 forecast is stable. The 2021 forecast is new.
19th ANNUAL EDELMAN TRUST BAROMETER Online Survey in 27 Markets 33,000+ respondents total. All fieldwork was conducted between October 19 and November 16, 2018. 27-market global data margin of error: General population +/- 0.6% (N=31,050), informed public +/- 1.3% (N=6,000), mass population +/- 0.6% (26,000+).
Throughout the history of television audience measurement, most people had access to the same viewing platforms and devices. When something new came along to either add additional channels or enhance the TV viewing experience, most people eventually bought it. This remained true through 2000, as VCRs reached about 90% of TV homes and DVRs were new technology. Measuring who was using each medium and device (although not necessarily how they were using them) was relatively simple.
Less than 30 percent of respondents feel that the current level of trust between client-side marketers and advertising agencies is high, and that is a concern. Across all respondents — those characterizing the current level of trust between client-side marketers as being high, moderate, or low — transparency was a common denominator. In other words, enhanced transparency contributes to high trust. Transparency concerns contribute to moderate and low trust.
Asked what effect it will have on how they value discrete media, the ad industry believes it will have the greatest positive effect on online and over-the-top (OTT) video and the most negative impact on mobile video.
Those are two important findings of a study of advertiser and agency executives conducted by Advertiser Perceptions for MediaPost in May.
As MediaPost reported, two-thirds of the ad execs said they were either unaware of or did not understand duration-weighting, but overall felt that "time" was the best denominator to use for ads across screens.