Research Reports


TV Viewing Significantly Affects Talk About Politics

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%.

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'Cord-Shaving' Households Pose Challenge For TV Advertisers

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).

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Announcer-Read Spots Gain Greater Share Of Podcast Ad Revenue

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

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Co-Viewing Of Streaming Video Boosts Ad Engagement

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.

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CTV Is Most Popular Video Ad Type Among Media Buyers

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.

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Sports Leagues See Biggest Gains In TikTok Following

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."

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Rising Prices Are Most Likely To Crimp Dining, Entertainment Budgets

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%.

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Social Media Help Raise Awareness For Livestream Shopping

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.

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Gaming Is Gateway To Metaverse For Younger Consumers

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.

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Almost 10% Of Social Media Users Suspect They Were Shadowbanned

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%

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Packaged Goods Marketers Favor ROAS Among Outcome Metrics

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.

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U.S. Middle Class Shrinks Amid Wider Income Disparities

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.

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Subscription Cost Is Top Reason For Canceling Streaming

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.

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B2B Buyers Favor Marketing Content Backed By Research

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.

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Consumers Want Brands To Show Support For Ukraine After Russian Invasion

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.

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Social Media's Effect On Gen Z Buying Habits Varies By Country

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.

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Global Marketers Say Brand Awareness Is Most Important Metric

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."

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Advertisers And Agencies See Growing Role For Retail Media

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.

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Ad Formats Vary In Effectiveness For Mobile Apps

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.

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Growth Rate For Digital Ad Revenue Wanes As Recovery Persists

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.

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Smart TVs Establish Key Beachhead For Connected-Home Technology

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.

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Teens Divide Video Time Among More Streaming Platforms

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.

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Streaming Adoption Grows As Video Programming Choices Multiply

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.

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Advertising Applications For Artificial Intelligence Are Multiplying

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).

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Amazon Captures Bigger Portion Of Higher-Spending Advertisers

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.

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Sports Programming Helps Linear TV Reach Younger Audiences

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.

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Consumers Have Conflicting Thoughts On Ad Personalization

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.

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Media Quality Drives Viewer Attention, Measurable Outcomes

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.

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Marketers And Consumers Share Opinions On Corporate Purpose

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.

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Younger Consumers Are Most Likely To 'Churn And Return' To Subscription Video

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.

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Consumers Show Interest In Connecting Virtually Through Metaverse

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.

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Nike, Apple Top Ranking Of Branded Product Placements

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.

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Moviegoing Data Support Expected Rebound In Cinema Advertising

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.

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Responsible Data Usage Underlies Consumer Trust In Brands

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.

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Younger Viewers Favor SVODs More Than Broadcast TV Networks

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.

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Viewer Attention Can Vary Widely By Daypart, Network And Program

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%.

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Social Media, Programmatic Ads Drive Grocery Ecommerce

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%.

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Consumers Grow More Comfortable With Public Activities As Pandemic Enters Third Year

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.

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Consumer Emotions Drive Brand Loyalty And Engagement

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).

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Consumers Are Receptive To Brand Messaging About Ukraine

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.

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Amazon Focuses On Cable Ads While Target Leads On Broadcast

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.

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Marketers Say Measuring Consumer Attention Is Significant

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.

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Word-Of-Mouth Rivals TV Ads For App Discovery

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.

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Microsoft Tops Ranking For Most Mentions Of Women In Leadership

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.

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OTC Ad Spending Shifts To Digital Amid Changing Media Usage Worldwide

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.

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Native Ads On Television Grab More Viewer Attention Than Traditional Formats

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.


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B2B Marketers Plan To Increase Social Media Spending

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.

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Over-The-Top Ad Spend Grows With Share of TV Viewing

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

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Growth Of Hybrid Events Tests Tech Expertise Of Marketers

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.

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Americans Don't Know Whom To Trust In Media As Midterms Near

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%).

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Media Brands Maintain Strong Presence on Social Apps

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.

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Spending On 'In-Real Life' Media Bucks Metaverse Hype

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.

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Netflix Hasn't Hit 'Peak Content' As Programming Lineup Grows

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.

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Consumers Worldwide Expect To Watch Less Linear TV

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.

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Super Bowl Halftime Show Drives Highest Ad Viewership

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.

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Social Media Have Lessons For Content Providers

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.

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Brands See Less Organic Engagement On Social Media

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.

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TV Drives Highest Inflation Among U.S. Media Channels

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.

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Mobile Phones Drive Popularity Of Gaming Among Women

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%).

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Social Media Usage Slips From Pandemic Peak For Most Consumers

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.

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Viewer Control Of Streaming TV Begets Ad Engagement

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.

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Pandemic Keeps Disrupting Plans For Super Bowl Viewing

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.

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'Third Re-Emergence' Of Consumers Will Drive Media Habits

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.

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IAB Warns Of Ad 'Measurement Blackout' Unless Industry Prepares For Loss Of Tracking Cookies

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.

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Digital Ad Spending Growth Moderates After Pandemic Surge

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.

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Marketer Reliance On In-House Agencies Wanes Amid Budget Uncertainties

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.

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TikTok's Brand Value Soars Amid Digital Divide In Media

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.

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Marketers Plan To Boost Digital Ad Spending On Economic Rebound

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%.

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Digital Ad Costs Rose More Slowly Amid Shift In Holiday Shopping

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.

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Media Buyers Bid Up Amazon's Ad Prices To Reach Last-Minute Holiday Shoppers

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.

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NFT Hype Hasn't Reached Most Consumers Amid Doubts About Virtual Assets

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.

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Ad-Spend Forecasts Show Return To Normal, Digital Maturation

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.

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Marketers Harness Email For Communication, Engagement With Consumers

ANA’s “Response Rate Report 2021” reveals 82% of U.S. advertisers send electronic messages to existing or prospective customers.

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P&G Boosts Media Airings By 14% To Lead Top 100 Ranking

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.

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Addressable TV Sees Biggest Gains In Ad Spending Among Offline Media

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.

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Most People Are Open To Ad Targeting Based On Their Media Habits

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.

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Video Ads Are Most Popular Format For App Publishers

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.

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Consumer Adoption Of Voice-Powered Media Is Forecast To Grow

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.

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Personalized Email Offers Aren't A Big Priority For Consumers

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.

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Brands See Declines In Organic Reach On Instagram

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.

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Consumers View User-Generated Content As More Credible Than Ad Claims

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.

 

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'The Bachelor,' 'Yellowstone' Drive Most Web Searches For Ads

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).

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Consumers Seek To Pare Streaming Costs In Quest For Simplicity

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.

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Consumer Attitudes On Streaming Ads Remain Stable

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.

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Social Issues Resonate Among Diverse Consumer Groups

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).

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News Content Captures Biggest Share Of Streaming Ad Impressions

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.

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Half Of Gamers Subscribe To Video Game Services

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.

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Event-Related Emails Drive Higher Open Rates Than Discounts

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%.

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Representation Of Identity Groups Underpins Media Inclusivity

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.

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Ad Context Affects Consumer Views About Social Values Of Brands

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.

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Consumers Say They Stream Less Video As Choices Multiply

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.

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Mobile To Overtake Direct Mail For Most Local Media Spending

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.

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Media Strategy For Crypto Brands Varies With Consumer Attitudes On Regulation

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

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More U.S. Consumers 'Binge And Bail' On Streaming Apps

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.

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Streaming Forecast To Drive Content Spending Past $220 Billion

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.

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Social Media Ad Prices Jump Amid Holiday Rush

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.

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Advertiser/Agency Execs Fret At Complexity Of Digital Media Buying

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.

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Advertisers See Media-Market Transparency As Top Concern

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.

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Few Consumers Want Grocery Coupons On Social Media

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.

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Advertisers Plan To Expand Digital Out-Of-Home Campaigns

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.

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B2B Marketers Confront Challenges With First-Party Data

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.”

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Consumer Preference For Eco-Friendly Brands Shapes Views On Advertising

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.

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After Moving, Consumers Are Ready To Try New Brands

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.

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Recovery In Ad Spending Varies By Geographic Region

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).

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Connected TV Will Be Biggest Source Of Growth For TV Ad Spending

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.

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Holiday Season Shows More Signs Of Recovery In Ad Spending

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. 

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Retail Media Networks Become Bigger Part Of Digital Branding

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.

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Pandemic, Brand Citizenship, Consumer Identifiers Will Shape 2022 Media Strategies

In Dentsu's latest report, "COVID-19 Recovery Navigator",  published before the emergence of the Omicron variant, consumers’ attitudes toward the pandemic are revealed.

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Pandemic, Brand Citizenship, Consumer Identifiers Will Shape 2022 Media Strategies

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.

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Websites That Cannot Accommodate Disabled Users Have Higher Bounce Rates

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.

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Subscription-Based Video Apps Outpace Ad-Supported Services By Viewer Hours

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.

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TikTok Overtakes Instagram And Snapchat Among U.S. Teens

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:

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Brand Purpose Influences Most People's Purchase Decisions

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.

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Amazon Boosts Ad Airings By 40% As Holiday Shopping Season Looms

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%. 

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Sunday Talk Shows Lack Diversity Of Guests

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.

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More Shoppers Say Amazon's Ads Are Helpful In Finding Products

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. 

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Marketing Has Top Role For B2B Mobile Apps

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.

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Parents Want SVOD Programming That Builds Confidence Of Kids

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.

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Revenue Picture For PR Firms Brightens With Earned Media Outlook

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.

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Radio, Outdoor Media Drive Biggest Gains In Forecast Of Ad Prices

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.

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Brands Face 'Data Dilemma' Amid Disruptions To Media Marketplace

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.

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CIMM/ARF Updates Lexicon As Technology Reshapes Media Market

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.

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World Series Ads Reflect Shifts In Economy As Fast Food Reigns

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.

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Price Increases Drive Growth In Digital Media Spending

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%.

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Consumers Express Anxiety, Apathy About Data Gathering

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. 

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Retail Media Sales To Hit $50 Billion In 2022, Led By Amazon

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. 

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Gaming To Drive Gains In Time Spent With Media, Technology

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. 

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Marketing Tops List Of PR Needs From Agencies, Contractors

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. 

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Consumers Want Brands To Show Empathy, Despite Their Doubts

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.

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Black Audiences Seek Representative Content, Brands

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. 

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Facebook's CPMs Rise Amid Apple's Privacy Changes

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. 

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Growth Of Ad Sales At Amazon And Walmart Merits Look At Shopping Habits

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.

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Open Programmatic Ad Spend On CTV Grows 50%

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. 

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Ad Viewability Mostly Improves Among Digital Media

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).

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Affluent Households Boost Media Consumption, Even As Economy Reopens

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.

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Marketing Industry Wins Top Score For Inclusion, But Has Room To Improve

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.

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Online Marketplaces Capture Bigger Share Of Digital Ad Dollars

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.

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Gamers Show More Enthusiasm For In-Game Ads

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. 

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Marketers, Media Owners Differ On How To Describe 'Contextual Advertising'

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. 

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Magna Predicts Uneven Growth In Ad Spending For 2022

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.

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Kantar Research Finds In-Game, Streaming, Podcasts Among Most Improved Media For 'Ad Equity'

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.

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Time Spent With Agency RFPs Essentially Unchanged

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.

 

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Report Reveals Frequency, Resources Needed To Support Marketing APIs

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. 

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Study Reveals What Motivates Workforce (Hint: It Has Little To Do With Age)

Long Dash's "Attitudes Before Age" report, which was developed to see how businesses can encourage their employees to become their own brand ambassador, reveals the divide between employees and employers is not just by age but also by individual mindsets, which Long Dash divides into five typologies: altruists, disciples, self-actualizers, careerists and pragmatists.

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Report Finds Media-Sponsored Agencies Reach 'Saturation Point,' Digital Shops Poised To Explode

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.

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Key Category Projections Reveal Mixed Recovery For 2021-22

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.  

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Horizon Media Finds 'Collective Consumers' Expect Brands To Give Back To Their Communities

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 

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Display Poised To Overtake Search In Digital B2B Ad Marketplace

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.

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Study Finds Americans Willing To Trade Privacy For Monetary Benefit, Shows Which Kinds

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.

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Media Dynamics Alert: Streaming Share Of U.S. Viewing +1,200% Since Early 2010s

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.

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Marketers Report Greatest Workflow Time Savings: Mostly Team Communication, Consumer Targeting

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%).

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Zenith: Cinema Advertising Poised For 116% Gain, Fastest-Growing Medium Of 2021

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.

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2022 Political Ad $ To Approach 2020's Record

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.

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Cable CPMs Fall To Less Than Half Of Broadcast, Upfront Sales Volume Rebounds

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.

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Dentsu Improves Ad Outlook For Most Media, Except OOH/Cinema

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.

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Advertising's Share Of Company Revenues

GroupM’s analysis of aggregate data for the major advertising categories finds not much has changed, with advertising's share of company revenues remaining on average at 2.4% over the past few years. GroupM Business Intelligence's Brian Wieser points out, in the July 10, 2021 "Global Marketing Monitor," that while the analysis appears to be stable, there is much activity taking place with newly minted publicly traded companies, which tend to allocate higher levels of their revenues to advertising.

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The Leading Sonic Brands Of 2021

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).

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How Marketers Can Upskill While Recruitment Recovers

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.

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How Marketers Can Upskill While Recruitment Recovers

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.

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How Marketers Can Upskill While Recruitment Recovers

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.

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Here's A DIY For Small Business Social Media Planning

RPI has created a step-by-step dos and don’ts “Social Media Playbook” guide for small business owners.

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Edelman Trust Barometer Reveals Even Higher Bar For Consumer Brand Expectations

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.   

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GroupM: Top 25 Media Cos Surpass $427 Billion In Ad Spending

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.

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GroupM Estimates 1 In 5 U.S. TV Ad Dollars Now Goes To CTV+

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.”

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Havas Finds Google, Other Media/Tech Brands, Are The World's Most 'Meaningful'

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.

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ANA: Members With No Supplier Diversity Strategy Are Now The Minority

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.

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VOOH Buyers Guide Finds CPMs Competitive With Broadcast Prime-Time TV

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.

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Vaccine Hesitancy And Media Trust: Horizon Finds Americans Turn To Mainstream News Outlets

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.

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The Incredible Shrinking Madison Avenue Media-Buying Clout

Although media billings declined in 2020, Comvergence’s analysis shows the Big 3 agencies (Publicis Media, GroupM, and Omnicom Media Group) did not decline at the same rate as the overall marketplace. According to the report, 29 U.S. media agencies decreased by 15.3%, while the Big 3 decreased by 11.7%, 11.5%, and 15% respectively. Ultimately positioning the Big 3 with an even bigger share of the marketplace.

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Top Advertiser KPIs Ranked By Use Vs. Importance

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.

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U.S., Anglo Markets Lead Global Ad Recovery

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. 

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What Would It Take To Replace TV's Ad-Supported Model: $150+ Monthly Per U.S. Household

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.

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Study Finds Marketing The Least 'Data-Driven' Department, May Rely More On Gut

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.

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Study Finds Consumer Disconnect With Brands, Only Half Would Share Their Data

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.

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Buy-Type Data Reveals Network Ad Recovery, Unit Rates Rebounding Too

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 of 2021.

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When It Comes To News Media, Millennials Are Not As Digital As You May Think

Harvard Institute of Politics' Spring 2021 youth poll reveals 33% of 18-29-year-olds get their news from local TV stations first. Surprisingly, local TV news leads Facebook (30%) and all other digital and/or analog media platforms.

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Disabled Regularly Access Visual/Non-Visual Media, Utilize Assistive Tools To Compensate

IPG Mediabrands’ “Digital Access: The Necessity of Inclusion” report discovers persons with disabilities are active consumers of media but find it difficult to use mainstream media, such as social media. They often need assistive tools to utilize this form of media. Nevertheless, social media is still the most regularly used media by persons with disabilities, followed by TV, short video clips, and movies. For the visually impaired, radio is number one, followed by online articles.

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IAB: Ad Budgets Being Reviewed Less Frequently, Confidence Soars

Interactive Advertising Bureau’s (AIB) recent report shows U.S. ad execs are growing more and more confident with their advertising budgets as time goes by. According to the report, 15% of respondents reviewed their ad budgets monthly vs. 29% in November 2020.

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IAS: Adult Content, Hate Speech Drove Higher Levels Of Brand Risk During Second Half Of 2020

Brands do not mind a little risky business when it comes to where their desktop video ad impressions appear. According to Integral Ad Science's latest "Media Quality Report," desktop video ad impressions deemed risky soared 22% during the second half of 2020, with adult content and hate speech being the top increased brand risk drivers worldwide. 

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Media Agency Execs Overwhelmingly Expect CTV Ad Budgets To Rise, Many 'Dramatically'

Pixability’s survey finds many media agency execs, 86%, expect that their connected TV (CTV) ad budgets will increase, with 19% saying it will be “dramatic.” The analysis from “Youtube & Connected TV Media Agency Survey 2021” also examines the leading reasons and challenges propelling CTV budgeting decisions.

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Mobile Was The Main Beneficiary Of COVID Lockdowns, Approaches Two-Thirds Of Global Brand Traffic

Contentsquare’s “2021 Digital Experience Benchmark” report discovers that during a year of being on lockdown and at home because of the global pandemic, mobile device traffic increased while desktop and tablet usage declined.

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Study Finds Most Americans Will Never Buy Influencer-Promoted Products

A survey conducted by Visual Objects concludes a majority of social media users in the U.S. will never purchase products marketed by influencers. Even with a promo code offered by influencers to save money on the product advertised, 58% of followers do not plan to buy the item advertised.

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Digital's Big 10 Continue To Get Bigger, Approach 80% Of Every Ad Dollar

Interactive Advertising Bureau’s (IAB) and PwC’s “Internet Advertising Revenue Report” reveals the pie is not equally divided when it comes to digital ad spending. According to the report, the top 10 digital platforms took in roughly 80 cents of every digital ad dollar and grew even more significant due to the overall ad spending growth in 2020.

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IPG/Verizon Find Why People Interact With Ads

IPG Media Lab, Magna, and Verizon Media discover in their latest report, "The Interactive Effect," the winner apps for interactive ads are the ones that grab consumer's attention, stirs their curiosity, and are fun enough to keep them engaged.

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Edelman: Trust In All Forms Of Media Falls To All-Time Low

According to the latest “Edelman Trust Barometer 2021” report, media's ranking is the lowest its ever been since Edelman began tracking it in 2012. The trust index currently ranks media (51) last behind business (61), NGOs (57), and Government (53) when it comes to peoples’ trust.

 

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2021 U.S. Ad Consensus Revised Upward On Magna, GroupM Updates

IPG Mediabrands’ Magna has become the most recent ad agency to revise its 2021 outlook. Its current forecast has increased from +4.1% to +6.4%, increasing the overall U.S. ad economy for Madison Avenue’s leading forecasters from +5.1% to +5.7%.

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Pandemic's Surge In TV Viewing Shows No Sign Of Abating

Hub’s “Predicting the Pandemic: Wave 3” report indicates the growth in TV consumption during the pandemic is increasing, with more than 40% of the 3,008 U.S. consumers surveyed stating they’re watching more TV than pre-pandemic.

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2021 U.S. Ad Consensus Jumps 0.8 Point To +5.1% On GroupM Update

The U.S. ad economy is looking even better (expanding 5.1% this year) for Madison Avenue’s leading forecasters after GroupM’s most recent upgrade.

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Advertisers More Pessimistic About 2021 Ad Budgets Than Agencies, Suppliers

World Media Group’s “What’s Next For Content-Led Marketing” reports that advertisers are more pessimistic about their advertising budgets than their advertising and media supplier peers. The report, which focuses mainly on content-led marketing strategies, reveals "84% of respondents believe brands should align with social issues and messaging," and "71% of advertisers believe that credible and authentic storytelling related to environmental and social governance issues provides a competitive advantage."

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New Report Offers ANA's Second 'Purpose-Driven' Playbook For Brands

The newly released report, “Activating a Purpose Program,” by The Association of National Advertiser’s Center for Brand Purpose, features a five-chapter playbook to help marketers operate purpose-driven brands.

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Do You Want To Be A 'Titan Brand'? Then You'd Better Read Dentsu's New Report

Dentsu creates a clear cut path for brands to follow in its latest report, “The Age of Inclusive Intelligence,” who are interested in positioning themselves in the next decade as “titans” in the consumer marketplace.

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Carat Finds Brand Emotional Intelligence Lagging In 'Empathy,' 'Self-Regulation'

Carat discovers in their “Brand EQ Report” that when it comes to “emotional intelligence,” all brands across all industries and markets scored lowest in two major areas needed for consumers following a year such as 2020, “self-regulation” and “empathy.”

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Consumers Understand Tracking Value Exchange, Might Opt Out Anyway

AppsFlyer and Mobile Marketing Association’s “Personal Data, Privacy & Smartphones: The Cautious Consumers” report finds smartphone users are very aware digital publishers and app developers are making money via their data but do not buy the industry’s claim of tracking them to improve their “user experience.” A better user experience or not, the report notes most smartphone users plan to opt-out after seeing Apple’s IDFA option.

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Nielsen: Why 'Cobra Kai' Is Kicking Linear TV's Ass

Neilsen’s “SVOD Brand Integrations Report” shows Madison Avenue on how to handle the double edge sword of increased viewership on streaming services by zeroing in on Netflix’s brand-friendly SVOD, “Cobra Kai.” In this analysis, Coor’s “Cobra Kai” brand integration successfully delivered a whopping 169 million impressions of its target 21 plus audience over a four-week period. 

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Unfamiliar Advertisers Using Consumer Location Data Deemed 'Creepiest' Marketing Tactic

Consumers (72%) give the number one spot, for creepiest ad follows, to unknown companies that market to them based on their location data.  The second creepiest award (69%) goes to ads targeting consumers based on what they've said near a smartphone. And, the third (66%) goes to ads following consumers across multiple devices. These are the latest findings from Econsultancy's “Digital Consumer Trends 2021 Index” report.

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Study Finds Americans Polarized In Ad-Related Behaviors

According to GWI’s report, conducted with WARC over a span of seven days, Americans’ behaviors while viewing ads online are a mixed bag. For example, 50% have skipped ads completely, while 40% have watched ads from beginning to end. Thirty percent have deleted cookies, while just as many (28.9%) have researched products appearing in an ad.

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U.S. Ranks 23 For Ad-Block Software Download Queries

A recent analysis by Surfshark discovers the countries with internet users that are most likely to use ad-blocking software are France, Sweden, Denmark, and Canada in North America. Of the 161 nations analyzed, the U.S. ranks 23rd with 300 searchers per 100,000 internet users.

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Study Finds Game And Social Apps Yield 'Happiest' Ad Environments

AdColony's most recent survey, "The AdColony Consumer Sentiment Survey," relays advertisers aiming to reach consumers when they are happy should target them via mobile gaming and/or social media apps vs. news and or/utilities.

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Study Finds Speed Of Open Determines Ultimate Lifetime Value Of Email Subs

Click! DMi Partners' "Publisher Benchmark Study," which analyzed 8 million new email subscriber acquisitions, emphasizes quick engagement for newsletter subscribers translates to their ultimate lifetime value.

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Most Marketers Say Virtual Events Are Here To Stay, Budgeting More For Them This Year

According to AnyRoads’ “The State of Virtual Events 2021” survey, eighty-five percent of marketing execs say virtual online events are here to stay, and 58% are budgeting more in 2021 to host them.

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Which Came First, The Media Buy Or The Media Plan? Depends On Who You Ask

ID Communications’ “Global Media Trading Report” declares 50% of advertisers believe the media buy holds more weight vs. 39% of agency execs.

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Study Finds Industry Researchers Spend Less Than Half Their Time Researching

The Greenbook Research Industry Trends' report finds marketing industry researchers spend less than 50% of their time designing, fielding, or analyzing research on the job.

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ANA Study Finds Only Half Of Ad Execs Plan Biz Travel This Year

A January report fielded by ANA members and non-members reveals most big advertisers do not plan to travel far from home anytime soon.  Only 2.5% of the 1,631 members and non-members surveyed said they’d be willing to travel domestically for a business trip.

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Ad Price Inflation Resumes, 3% Rise Forecast For 2021

ECI Media Management's "2021 Ad Inflation Report" declares ad prices will inflate around 3.0% worldwide in 2021, with the most significant increase of 3.6% in the medium of digital video and the biggest decrease of 2.3% in the magazines.

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Harris Poll Finds Americans Burning Out Of Digital Screens, Tuning Out Digital Ads

The Harris Poll's “Consumer Insights and Intent –Q1 OOH Opportunities" report finds three-quarters of adults in the U.S. tune out digital ads due to the increased amount of time spent on their various devices.

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WFA Report Finds Many CMOs Not Yet Started, Or Just Beginning, Digital Transformation

The World Federation of Advertisers’ (WFA) “Marketing Transformation: Delivering The FutureFit Organization“ report, conducted by Dentsu Schema, discovers 44% of CMOs describe their organization’s marketing transformation as not yet or just beginning. The report also pinpoints five critical differences between marketers that have made gains and those still in the initial stages.

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Beauty Ad Spending To Lag Overall Ad Economy, Social Distancing Cited

Zenith’s recently published report highlights a sector of advertising that has felt the pandemic’s impact just as much as travel, restaurants, movies, and live entertainment: beauty and personal luxury. Zenith projects in its “Beauty and Personal Luxury” report that advertising spending growth will lag three to one this year. Despite this, beauty and personal luxury brands are continuing to invest in digital technologies that ingrain e-commerce into their operations, with hopes of being ready to meet their consumer's demands once the pandemic ends.

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Anglo Media Markets Lost Nearly $8 Billion In 2020

Standard Media Index’s (SMI) “Anglo Market Intelligence Report” finds ad spending across all five Anglo Markets has declined an average of 8% in 2020 vs. 2019. Despite the overall decline, the US has fared better than the UK, Canada, Australia, and New Zealand, pulling out of 2020.

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MediaCom Dominates 2020 New Media Business Wins, Others Fall Behind

According to R3's 2020 "New Business League" report, GroupM's MediaCom unit reigned in 2020 with a whopping $137.8 million in new win revenue, and $121.7 million in net new revenues despite a very challenging year.

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Dentsu Releases The Most Dour Update To Date, Drags Industry Consensus Down

Dentsu’s revised report is more gloomy than sunshine. According to their latest report, the U.S. and worldwide ad spending fell 7.5% and 8.8% respectively, bringing the entire consensus of the Madison Average down for both 2020 and 2021.

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Certified Diverse Ad Industry Suppliers More Than Doubles

The Association of National Advertisers’ (ANA) commitment to improve diversity appears to be paying off in its most recent report. ANA’s “Certified Diverse Suppliers for Marketing and Advertising” report shows the number of advertising and marketing services providers certifying as being diverse have doubled to 212. 

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Report Reveals Magnitude Of Google's Economic Impact To Business And Consumers

Google’s impact on Australia’s economy totaled $53 billion in 2020. The new “2020 Economic Impact Report” shows just how much of an effect Google can have on national economies.

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Winterberry Projects Total 2021 U.S. Marketing Spending Will Remain Below Two Years Ago

According to Winterberry Group’s report, although advertising and marketing are projected to expand 10.2% in 2021 to $374.2 billion, that’s still a decline of 1.3% from 2019, pre-pandemic. Traditional media is expected to continue to decline in 2021 ad spending, following the same downward trend as in previous years.

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2021 Edelman Trust Barometer Finds World Entering An Era Of 'Information Bankruptcy'

Do you trust me? According to the Edleman Trust Barometer 2021 report, based on a survey of over 33,000 respondents from 33 markets worldwide, the answer is no.  Disinformation and “fake news” has wreaked havoc across all news sources, with traditional media topping the list of least trusted at 53%, owned media at 41%, and social media at 35%. 

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Nearly Half Of Americans Say Pandemic Altered How They View Consumer Technology

Toluna’s January 4th analysis of 1,000 American adults, coinciding with the CES conference, found that 47% of those surveyed have experienced a changed perspective on how they view and use technology due to the pandemic.  Improved home security (52%) and home networks (43%) are at the forefront of Americans. The report also reveals new and or up and coming consumer technologies of interest to Americans.

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Less Than Half Of Americans Subscribe To Email Newsletters, Even Fewer Willing To Pay

What If Media’s report, “The State Of Email Newsletters: 2021 and Beyond,” discovers 84.1% of consumers prefer not to pay a subscription fee to access news or entertainment content. The report also reveals that roughly 52.7% of Americans are not subscribed to any news or entertainment newsletters, and almost 50% are subscribed to at least one or more.

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Programmatic CTV Ad Spending Projected To Expand More Than 50% This Year

eMarketer’s report “Q4 2020 Digital Video Trends” shows a steady year over year rise for connected TV (CTV) programmatic display ad spending, which is projected to expand and reach roughly $7 billion in 2021.

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Publishers Put Little Stock In 2021 Ad Growth, Seek Revenue Diversification

A new report by Long Hill Media and Media Advisory Partners indicates top media executives from B2B and B2C are opting not to place all their eggs in one basket. The majority of respondents plan to diversify their revenue mix or expand their offerings in 2021 while only 3% are betting on advertising growth. 

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Data Privacy Complaints Dropped In Half Last Year, Pandemic Cited

According to a newly released report by Data & Marketing Commission, the pandemic has had a good effect on the number of consumer and business-related complaints, with a decline of more than 50%. 

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Parler's 15 Minutes Of, Er, Infamy?

Embee’s latest report, “Has Parler Had It’s 15 Minutes of Fame Or Is There More To Come?", notes that the extreme right-wing micro-blogging app has lost its steam. Was its success a flash in the pan due to a lot of hype? Time will tell.

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GroupM Report Finds Ecommerce Growing Fast, But Still A Small Share Of Retail

Although brands and retailers have increased their digital focus during the ebb and flow of the COVID-19 pandemic, GroupM’s “Ecommerce Report” highlights that physical retail commerce is still a significant part of retail sales.

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IAB Finds Most 2021 Ad Budgets Either 'Ballpark' Or Flexible

Remaining flexible and agile may be the new mantra for 2021. According to IAB’s “2021 Marketplace Outlook” report, only 10% of advertising and agency planning and buying executives say their ad budgets are firm for the entire 2021 year. Others, 39%, say they are ballpark, and 19% are flexible for 2021. The report also reveals ad budgets are predicted to increase by 6% in 2021, with most of the increase coming from digital, which is expected to rise by 14%.

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Digital To Account For 70% Of All Ad Spending By 2025

There’s no looking back. According to Magna’s year-end 2020 forecast, digital media sales will reach 70% of all ad spending worldwide by 2025. In contrast, traditional media's combined share, including TV, print, radio, and out-of-home media, will fall to 11% by 2025.

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ANA Finds Marketers Unsure Of Influencer ROI

A new report, “The Stateof Influence” by The Association of National Advertisers (ANA), reveals the lack ofmeasurement (79%) and ROI (76%) are the primary difficulties to influencer marketing. Also, 39% of marketers are unsure of how the ROI of their influencer marketing measures up to their other forms of marketing.

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Madison Avenue's Big 3 Publish Much Improved Year-End Forecasts

The revised 2020 and 2021 year-end forecast released by the Big 3 holding companies displays a positive outlook for U.S. and worldwide ad spending.  WPP’s GroupM’s 2020 revision is now -4.1% vs -11.8%,  unit is -4.2% vs. -7.2% and Publicis’ Zenith unit is -7.5% vs. -9.1 (see the report).

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Madison Avenue's Big 3 Publish Much Improved Year-End Forecasts

The revised 2020 and 2021 year-end forecast released by the Big 3 holding companies displays a positive outlook for U.S. and worldwide ad spending.  WPP’s GroupM’s 2020 revision is now -4.1% vs -11.8%, IPG Mediabrands Magna's unit is -4.2% vs. -7.2% (see the report) and Publicis’ Zenith unit -7.5% vs. -9.1.

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Madison Avenue's Big 3 Publish Much Improved Year-End Forecasts

The revised 2020 and 2021 year-end forecast released by the Big 3 holding companies displays a positive outlook for U.S. and worldwide ad spending.  WPP’s GroupM’s 2020 revision (see the report) is now -4.1% vs -11.8%, IPG Mediabrands Magna unit is -4.2% vs. -7.2% and Publicis’ Zenith unit -7.5% vs. -9.1.

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SMI Data Shows 2020 U.S. Ad Market Ending On An Up Note

Standard Media Index’s year-end 2020 report indicates the U.S ad market will end on a high note, with October ad spending increasing 1% over 2019 and three-quarters of year-over-year declines.

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GroupM Shaves 2020 U.S. Ad Decline In Half, Revises 2021 Into Positive Territory

GroupM’s revised forecast for the U.S. ad economy shines a more positive light on 2020 through 2023.  The projection is now -3.9% vs -7.6% in 2020, 6.2% vs. -1.7% in 2021, 9.7% vs 9% in 2022, and -0.7% vs. -2.7% in 2023. 

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GroupM Predicts The 'Big Shift' Likely To Shake Up Many Ad Categories

GroupM’s “The Big Shift” report focuses in on five key marketing categories:
 
  •                               Automotive
  •                               Food/Beverage
  •                               Telecom
  •                               Financial
  •                               Media
 
And, provides some guidance the COVID-19 pandemic has had on 2020.

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How Has Covid Changed Consumers? GroupM Has A Map To Help You Understand It

GroupM’s newly created “impact map” is put to the test with lots of data in their “COVID-19: A Game Changer For Media And Purchasing” report.

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A Third Of Marketers 'Clueless' About Apple's DFA Protocol, Most See Negative Impact On Mobile Ad Spend

A Mobile Marketing Association  (MMA) survey discovers the new opt-in requirement from Apple, with changes for IDFA (identifier for advertisers) in their next iOS version, will have a negative impact on the mobile advertising industry.

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ANA: We're Still Mostly Caucasian, Especially At The Top

Despite a year of ethnic social inequity protests and pledges from the ad industry to change that, ANA’s newly released 2020 “Diversity Report” reveals the percentage of Caucasians leading and working in ANA member companies are the same. On a high note, women now represent the senior most marketing roles in ANA member companies, surpassing men for the first time this year.

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Covidgraphics: New Pandemic Segmentation Clusters Consumers Psychographically

Burke’s new report, “The Refracting Nature of COVID-19,” identifies eight new market segments produced by the effects of the pandemic's impact on health, home and work lives in the U.S.

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Need A Lift? The ARF Has A Guide For You

The Advertising Research Foundation has created a guide, “Guide To Lift And ROI Measurement Products,” to help organize the ad industry term “ROI.”

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Most Americans Believe Facebook, Other Digital Media 'Spy' On Them

A little privacy, please. A survey conducted by WhistleOut via Pollfish shows two-thirds of Americans believe Facebook and other platforms are spying on them. In addition to this, they also believe big digital media platforms are “listening in” on them. Only 15% believe neither to be the case.

 

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'Sales Lift' Projected To Get A Post-Cookie Lift, Other Forms Of Research Too

Advertiser Perceptions’ survey of 200 ad execs reveals an increased reliance on “sales lift” metrics post the deprecation of third-party cookies.

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Marketers Plan Even Greater Reliance On First-Party Data

Numero uno is the No. 1 solution. According to IAB's "Brand Disruption" report, marketers plan to offset Google, Apple, and other's moves to deprecate third-party cookies by increasing spending and/or emphasis on the use of first-party data.

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MediaCom's 'Future Of Play' Report, Lets You Play Along

MediaCom China’s “Blink: The Future of Play” report homes in on its message by creating a visualization that’s also "digitally" (aka use your fingers) interactive. The message is clear. China has a new generation of consumers who want to play and a flourishing marketplace that is ready to meet their demands. Game on!

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Epsilon Study Shows Big Marketer Backlash To Cookie Deprecation

Not the cookies! The decision by Google and Apple to phase out third party cookies leaves a more bitter than sweet taste in the mouths of marketers. According to Pronesis’ study of 259 marketers for Epsilon’s “Preparing For A World Without Third-Party Cookies” report, 38% of them feel more negative about Google’s and 44% of them feel more negative about Apple’s new direction to remove third party cookies.   

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eMarketer Updates 2020 Ad Outlook: -4.5% Worldwide

eMarketer’s revised year-end report projects a worldwide decline across all ad markets of -4.5%, except for China staying positive at 0.3%.

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Most Agencies Happy With Services They Offer, But Would Add More

Digital Third Coast’s analysis of 6,000 U.S. ad agencies found most of them are satisfied with the number of advertising services they offer, with only a small majority feeling there’s room for more.

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Canada Hit Harder By Ad Recession, U.S. Proves More Resilient

Standard Media Index’s (SMI) “Anglo” market report shows the ad recession has a tighter grip on Canada in comparison to the U.S. Canada’s -47% second-quarter ad revenue bounced back to -10% while the U.S.’s -32% recovered to -5% by the third quarter.

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Omnicom/Pandora Research Finds A Tale Of Two Streamers: Audio Vs. Video

A collaborative study administered by Omnicom Media Group, Edison Research, and Pandora finds whether premium or non-premium, more than half of American adults stream ad-supported audio and ad-supported video content.

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Half Of Ad Execs Have Adjusted Ad Plans Due To Political Ad Clutter, Most Are Holding Back

Timing is still everything.  Advertiser Perceptions' findings from their Sept 1-7 interviews of 300 advertising executives shows a little more than half have adjusted their media-buying plans this fall due to the clutter of political ads. Thirty-three percent of advertisers and media buyers are holding back, 18% are boosting, and 48% have not made considerable changes to their media buys. 

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IPG Units Find Consumers Value Personalization, But Have Low Tolerance For Using Personal Data To Target It

According to a new study “Pursuit of Relevance” by IPG’s Magna and IPG Media Lab units, personalization improves advertising effectiveness. It also finds consumers value the type of data they share, particularly geographic location and demos, and if they’re going to share it, it better be worth the trade-off.

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Transparency, Data, Control Drive Marketers' Programmatic Trading Models

WFA’s fourth ”Programmatic Data & Technology” report, which surveyed 48 WFA members from 38 countries representing $78 billion in marketing expenditures, finds transparency is the main factor driving programmatic trading models.

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GroupM Finds China Outpacing U.S., Worldwide Ad Economies

And the number one spot goes to… China. Not only has China surpassed the U.S. as the global economy leader in 2020, GroupM Business Intelligence’s “This Year, Next Year 2020” report places China’s ad spending in the lead globally for 2020, and projects the same for 2021.

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Horizon Media Study Finds Racial Injustice Dominating Pandemic Conversations, For Now

Horizon Media’s February – June “Social Isolation Barometer” report, which tracks America crises such as the COVID-19 pandemic, unemployment, the political environment surrounding the US election campaigns and radical injustice, shows an increase in people protesting across the U.S. The report also highlights concerns regarding COVID-19 restrictions being lifted.

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WARC Projects 8.1% Drop In Global Ad Spend Due To Pandemic, Notes It's Better Than Financial Crisis

In the report “The Impact of COVID-19 On Ad Investment,” WARC revises their pre-outbreak ad industry forecast of +7.1% to a fall of 8.1% - $49.8 billion – worldwide in 2020.

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IAB Releases Report On COVID's Impact On Media Consumption, Omits Some Media

IAB’s “COVID Impact On Consumer Media Usage” report shows consumers are using more media, but it also conveys data that depicts digital bias.

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Digital Ad Spending Rises, As Digital Ad CPMs Fall Due To Pandemic Fallout

Digital ad spending has consistently risen by 16% according to IAB and PwC’s “Internet Advertising Revenue Report"; however, due to the pandemic CPMS have decreased equally by 16% according to IAB’s separate report "COVID's Impact On Ad Pricing." 

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Digital Ad Spending Rises, As Digital Ad CPMs Fall Due To Pandemic Fallout

Digital ad spending has consistently risen by 16% according to IAB and PwC’s “Internet Advertising Revenue Report"; however, due to the pandemic CPMS have decreased equally by 16% according to IAB’s separate report “COVID’s Impact On Ad Pricing.” 

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Business Optimism Of Global Marketers Improves, But Remains Net Negative -- For Now

Sometimes, you have to take the good with the bad.  The bad news is the overall expectation and sentiment for the global business environment remains negative for the next six months. However, the good news is these negative feelings continue to move toward the direction of positivity as the months go on. In the World Federation of Advertiser’s fourth report, “Crises Response,” members were asked in September to rate their feelings about the current business environment. The results were net -23% negative sentiment vs. -43% in June, and when asked about their outlook for the next six months, the results were -10% in September vs. -19% in June.

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WPP Dominates Q1 New Business, Especially In Media Wins

According to R3 Worldwide's report, WPP's new account wins and billings have placed them at the forefront of Madison Avenue’s major holding companies during the first quarter of the year.

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Data Reveals Q3 Ad Spending Rebound Stratified, Biggest Companies See Biggest Gains

Allocadia’s report, “The State of Spend,” which focuses on the ad spending data of 50 of their customers, reveals how companies are on the rebound with the biggest companies -- $5 billion up -- showing the greatest gains in the third quarter.

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In Brands We Trust: But For All Others, It's Still About Cash

Edelman Brand Trust Barometer discovers there are two things consumers care about most when it comes to their brands: 1. price, and 2. trust. The study, based on 22,000 respondents in 11 markets, ranks trust higher than a brand's reputation and finds consumers are more apt to be loyal to a brand that supports important causes and takes action against injustices.

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Vive La Difference: How Consumer Sentiment Has Changed Post-Pandemic

A Nielsen VisualDNA Personality Survey study, which focused on the sentiments of consumers located in the U.K., Germany, and France following the pandemic, discovers that people are feeling empathic towards others and have a desire to help those in need.

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The Cheating Consumer: Study Finds Brand Loyalty Is 'Up For Grabs'

Consumers love their brands but at the end of the day, they want what they need. Profitero's report, "The Cheating Consumer," reveals that when the pandemic caused shortages of consumer's most beloved brands, they switched brands without hesitation. The rate of consumers switching brands grew from 85% to 127% from January through April.

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IAB Commissioned Study Finds Surge In Programmatic In-House Video Ad Buying

According to Advertiser Perceptions’ report, “The IAB U.S. 2020 Digital Video Advertising Spend Report: Putting COVID in Context,” the pandemic has caused a 64% increase in marketers’ use of in-house teams buying video advertising via programmatic platforms.

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Sparks & Honey Report Finds Rise In Disinformation Impacting Trust In Giving

Sparks & Honey’s “Future of Giving 2020” report reveals that disinformation is impairing charity giving. Only 19% of individuals fully trust charities and 70% state trust in a charity is key before giving.

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Net 'Negative' Marketer Sentiment Drops By More Than Half In Next 6 Months

Positive thinking shines a light on the second half of 2020. According to a World Federation of Advertisers COVID-19 tracking study, markets are feeling more optimistic with negative feelings down to-19% in the second half from -43% in the first.

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Global Ad Consensus Goes South On GroupM's -11.8% Update

The Big 4 ad agency holding company forecasting units are down -2.7 after GroupM forecasts the world ad economy will decline by negative 11.8% in 2020.

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Magna: U.S. Ad Spending Fell 7.2% During First Half, Erosion Poised To Moderate In Second Half

The Magna unit of IPG Mediabrands reports U.S. advertising fell 7.2% in the first half of 2020 but is expected to subside to -2.0% in the second half, with a full-year projection of -4.6%.

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Ad Inflation Continues, Despite Recession, Though It Has Moderated Significantly

Despite the global advertising rate of inflation dipping to 0.15% in the second quarter due to the pandemic, R3 Worldwide projects the highest rates of ad-cost inflation in the fourth quarter, resulting in a combined positive outlook for all four quarters.

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Analysis Shows Broadcast Campaigns Performing As Well, If Not Better, Post-COVID

A 15-month study by Veritone, which analyzed 250 TV and radio ad campaigns in the U.S. and Canada, reveals a 7% post-COVID "lift."

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In Its First Year, Disney+ Penetrates A Third Of OTT: On Track To Overtake Hulu


eMarketer’s latest release shows Disney+ is en route to taking over Hulu’s third position spot by 2024. Currently, Disney+ has 32.1% of the U.S. OTT marketplace.

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Average Prime-Time Scatter Prices Remain Stable During Pandemic, Thanks To NBC

NBC holds CBS and ABC steady with 12.5% vs. 2% and 8% respectively, in TV scatter ad prices during the first five months of the pandemic. Data from Squad, analyzed by Research Intelligencer, reveals the importance of live sporting events.

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Most Agencies Flex Terms, Not Price During Pandemic

A survey from Uplers, comprising of 130 digital agencies worldwide, found agencies are holding firm to their prices with clients during the pandemic and instead finding flexibility with terms of payment and other methods.

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Consumer Confidence Reaches Low In The 8th And Final Wave Of Kantar's COVID-19 Barometer

Kantar’s recent report, which measured 9,500 consumers in 18 nations, finds 73% of respondents are wary due to the COVID-19 pandemic. Many consumers have either been affected or believe they will inevitably be impacted by the economic effects of COVID-19.

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Covid Accelerates In-House Agency Units With Half Handling Media Services, Too

A June report by World Federation of Advertisers, “Global Trends In Creative In-Housing,” discovers the use of in-house ad agencies is on the rise due to the pandemic.  Also, WFA notes half of these agencies already produce a number of media service functions.

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Edelman Finds Americans Trust Employers, Not Government, To Fight Racism

Edelman Trust Barometer’s report, “The Fight For Racial Justice in America,” finds 71% of Americans trust their employers (usually larger corporations over smaller companies) to do the right thing when it comes to fighting systematic racism and racial injustice in America. In contrast, the government is only trusted by 36%.

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Brand Spending On Esports Projected To Top $1 Billion By 2022

WARC’s latest “Ad Opportunities In Gaming” report projects brand spending increasing in eSports from $279 million in 2016 to $1.1 billion by 2022.

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How Sports Flipped Places With Online Game Sites

The tables are turned between sports sites and online gaming and eSports sites. Comscore’s report shows online traffic is up for gaming and eSports and down for sports sites.

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Parenting Paradox: Americans Alarmed About Kids' Screen Time, But Providing Them Smartphones At Young Ages

According to The Pew Research Center and Ipsos study “Parenting In the Age of Screens,” 71% of parents are concerned about the amount of time their kids spend on media devices. Meanwhile, 31% say their kids began using smartphones by age 2 or younger, 60% by age 5, and by age 9, 47% owned a smartphone.

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Ad Industry 2020 Consensus Revised Down 6.1% On Zenith Update

After revision to Zenith Media’s global and U.S. ad spending projection due to the 2020 pandemic, the consensus outlook from Madison Avenue’s leading forecasters report a decline of more than 6% in the world ad economy.

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Horizon Finds Americans Aware Of Facebook As Ad Boycott Target

Horizon Media’s study, conducted at the end of June, found that 400 brand marketers paused advertising on social media networks in support of the #StopHateForProfit campaign. At least 48% knew the target of the campaign was Facebook/Instagram. However, this number dropped to 38% by the second survey.

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GroupM Shops Profile Modern Teens, Finds Nothing The Matter With Them Today

Teens between the age of 13-17 keep their fingers on the pulse of media via social media, messaging apps, texting, and even TV. However, in addition to this, GroupM’s shops’ “Teen Report” finds its engagement with media also brings a personal network of roughly 460 followers per person. Now that’s something to talk about.

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Nielsen 'Work-From-Home Edition' Finds Pre-/Post-Covid Employee Differences

According to Nielson’s report, the TV and digital media consumption of U.S. adults who Work From Home pre-pandemic/post-pandemic-are not the same. Pre-COVID WFHers stay tuned with TV, while post-COVID WFHers connect to their TV devices and digital media during work hours.

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'Buy-Side' Survey Projects U.S. Ad Spending Will Decline 8% This Year, Rise 5.3% Next Year

IAB reports a projected U.S. ad economy decline of 8% from August, but a rebound of 5.3% in 2021. Interestingly, while the pandemic has caused a decline in “traditional” media ad spending, digital media is up by 6%.

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OTT Now The 'Default' Source For Most American TV Viewers, Conventional TV Becomes An Also-Ran

Move over pay TV! According to Hub Entertainment Research, online/OTT is now the go to for Americans at 50% vs. pay TV at 42%.

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UM's Primis Finds Video Consumption Stabilizing, But Engagement Rates Soar

A new report from Primis, “Covid Category Index: Video Engagement and Consumption Rates,” discovered video engagement rates are 67% higher than pre-COVID-19.

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How About Never, Is Never Good For Consumers Sharing Data With You?

Privitar finds in their 2020 “Consumer Trust and Data Privacy Report” that ‘getting to know you, getting to know all about you,’ stops short when it comes to people’s willingness to share their data with brands (45% say never).

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Transparency, Data, Control Drive Marketers' Programmatic Trading Models

The WFA’s report comprising of 38 companies across $78 billion in marketing expenditures, reveal the value of “improved transparency” behind programmatic trading models.

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How GroupM Handicaps The Pandemic's Impact On Consumer -- And Business -- Behaviors

To help marketers and agencies navigate the underlying shifts in consumer behavior stemming from the COVID-19 pandemic, the Business Intelligence unit of GroupM has generated the following scenarios.

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Americans Deem Pandemic Advertising Appropriate, Looking For Good Deals

Three-quarters of American adults believe it is appropriate for brands to advertise during the COVID-19 pandemic, and mainly, they're just looking for good deals.

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Health Issues Top Boomer Worries About COVID-19

Baby boomers and other consumers over age 50 tend to worry more about health issues than their personal finances or the broader economy, according to a qualitative study by researcher ESL Insights. 

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Social, Healthcare Sites Show Greatest Usage, Trust Gains

Social media and healthcare websites have shown the greatest consecutive increases in both media usage and trust among American consumers seeking information related to COVID-19.

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Burgeoning Streaming Marketplace Impacting TV And/Or Video Ad Plans

The influx of new, mass-distributed subscription video streaming services such as NBCU's Peacock, Disney+ and Apple TV+ is having a significant effect on the 2020 media plans of advertisers.

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NPR's 'News Now' Is The Nation's No. 1 Podcast, New Ranking Report Shows

"NPR News Now" is the nation's No. 1 podcast, according to the first edition of the U.S. Podcasts Report, released by Triton.

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Smart-Home Tech Grows More Popular Among U.S. Households

U.S. households boosted their ownership of smart-home technologies in the past year, helping to set the stage for improved connectivity during the COVID-19 pandemic that has kept millions of people stuck indoors.

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National TV Ad Spending Faces Immediate Cuts, But Slightly Brighter Picture Going Forward

The national TV ad marketplace is experiencing immediate declines, and the first, second and third quarters have been most impacted, according to UBS estimates.

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What Media Are 'Benefiting' From New Or Reallocated Ad Budgets?

While overall ad spending may be in flux for at least the next several quarters, it's not all bad news for some media, which have actually benefited from new, incremental ad spending and/or a reallocation of existing budgets from one medium to another.

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Consumers Worry About Finances, Shift Spending During Pandemic

The COVID-19 pandemic has led consumers to worry more about their personal finances even as they increase spending on select pantry items while they isolate themselves at home, a survey by market researcher GfK indicates.

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Agencies Brand Themselves As 'Heroes' On Websites

Advertising agencies have a strong tendency to portray themselves as "heroes" on their websites to make a good first impression for prospective clients, while decorative words add flair to their business descriptions.

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Sonic Cues, Branded Characters Deliver More Viewer Attention

Branded characters and sonic cues are the best-performing creative assets at attracting consumer attention, according to a study of more than 2,000 pieces of video creative by researcher Ipsos.

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'High Value Audiences' Trump Demos, Contextual As An Advertising Target

Targeting consumers based on so-called HVAs (high value audience breaks) boosts ad recall and purchase intent, as well as softer brand perception metrics.

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TV Audiences Continue To Normalize, Entertainment Rises As News Dips

TV audience patterns continued to normalize heading into April, with general entertainment programming continuing its ascent, while cable news' spike begins subsiding, according to UBS' ongoing tracking of Nielsen data.

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Digital Media Faces Greatest Risk From Near-Term Pandemic Ad Cuts

Digital media, local TV and radio have the greatest immediate risk exposure to cutbacks in media spending becuase of the COVID-19 pandemic, according to analysts at investment bank UBS.

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NFL Delay May Lead 33% Of Cable Subscribers To Cancel

Cable-TV subscriptions may falter if the coronavirus pandemic leads the National Football League to delay or cancel its season, as many professional sports leagues already have done, a study suggests.

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Smart-Home Tech Grows More Popular Among U.S. Households

U.S. households boosted their ownership of smart-home technologies in the past year, helping to set the stage for improved connectivity during the COVID-19 pandemic that has kept millions of people stuck indoors.

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Internet Speeds Lag Just When Time Becomes Of The Essence

Households that use multiple devices at the same time are more likely to report slower connection speeds -- likely the effect of several people working from home, attending online classes or streaming content at the same time.

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ARF: American Sentiment For A 'Return-To-Normal' Deteriorates

The percentage of Americans who believe things will return to normal by June continues to decline, a sign of pessimism about the COVID-19 pandemic. 


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Pandemic Creates Challenges For Ad Pipeline, Clients Shift To More Internal Capabilities

It may seem small consequence given the human toll, but the ad industry is experiencing significant challenges in creating new ads in the wake of the pandemic, according to a special report released today the the Association of National Advertisers.

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Hispanics Boost Media Consumption During COVID-19 Pandemic

As health officials urge people to stay home to avoid infection, U.S. Hispanics have increased consumption of electronic media, including social networks and streaming services. About one-third (32%) of survey respondents said they signed up for a new streaming service while staying at home.

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Americans Want Ads To Change And Have Already Noticed One, Mostly Positive

Most Americans believe the nature of advertising should change to reflect the "realities" of the COVID-19 pandemic, and most have also noticed such a change in advertising, according to findings of an in depth survey of U.S. adults conducted by digital ad platform RevJet.

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ANA Guide Provides Legal Advice For Advertising During Pandemic

To help brand marketers navigate potential legal liabilities related to the pandemic, the Association of National Advertisers has published report providing some basic legal advice.

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Virus Goes Viral, Literally: COVID-19 Hottest Topic For Most Categories

The travel industry is mentioned most often in social media conversations about the coronavirus, indicating that consumers associate planes, cruise ships and trains with the COVID-19 pandemic, according to an analysis by Kantar.

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Pervasive Mistakes By Digital Agencies Can Be Costly

Digital marketing firms are susceptible to making costly mistakes, with 99% of agency decision makers saying they have witnessed mistakes at their companies, according to a survey by marketing security software provider Morphio.

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How Retail Brands Have Been Disrupted, How eCommerce Can Help

Like most brand marketing categories, the effect of the COVID-19 pandemic on retail store traffic has been quick and profound, and new report from IPG Mediabrands Reprise unit, makes a case for how eCommerce planning can help manage it for brands dependent on the category.

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Facebook Advertising Costs Decline During Pandemic

The cost-per-click on Facebook fell for consumer brands by 31% from February to March, as the COVID-19 outbreak magnified declines typically seen in the post-holiday season.

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Streaming Approaching One Quarter Of Total TV Usage

Streaming's share of total TV usage has been inching up week-to-week so far during the pandemic crisis, according to a special report released today by Nielsen. The report, "Streaming TV Update: Key Trends During COVID-19," analyzes the past four weeks of streaming minutes as a share of total TV usage in households capable of receiving streaming services (84% of U.S. TV households).

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Streaming Subscribers Feel Overwhelmed With Choices

The value proposition for consumers is changing as subscribing to multiple streaming services can easily rival the cost of a cable or satellite subscription.

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Consumers Seek 'People-Friendly' Brands During COVID-19 Crisis

Consumers are gravitating toward brands that demonstrate integrity and a willingness to help people cope with uncertainty, a survey by advertising agency The Variable suggests.

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Brand Pandemic Grades: Two-Thirds Reassuring, One-Third Alarming

Brands are playing an indispensable role informing, caring for, comforting and reassuring consumers so far during the pandemic crisis, according to findings of a special report released today by the Edelman Trust Barometer. 

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Advertisers Satisfied With Research Teams: Data Teams, Not As Much

Advertisers of all sizes are generally pretty satisfied with their research and analytics teams, as well as their consumer research and insights groups, but they are proportionately less satisfied with their data science and analytics operations. At least, that's what the data indicates.

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Radio Provides Comfort For Harried Listeners Amid COVID-19 Crisis

Consumers are tuning into their favorite radio stations for information and a sense of community as the coronavirus pandemic leaves many people feeling worried and disconnected from the outside world.

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Data Consumers Are Willing To Share With Brands, Pre-Pandemic

Consumers are most reluctant to share just the kind of data -- biometrics, facial recognition, communication and contacts, and real-time location -- that could actually help manage things like a global pandemic health crisis.

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COVID-19 Crisis Exposes Lack Of Trust In Government, Media

Only 14% of people worldwide said their government is "very prepared" to cope with the coronavirus outbreak. Brands have an opportunity to respond to consumer uncertainty by providing greater value and comfort, according to McCann Worldgroup.

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Digital Ad Impression Quality Dips In Q4

After trending downward throughout 2019, so-called "problematic" ad impressions spiked again in the fourth quarter, according to the latest edition of Confiant's Demand Quality Report.

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One-Third Of Social Influencers Buy Fake Engagement Activity

Almost a third of social influencers are purchasing fake engagement activity to fraudulently boost the metrics reported to advertisers.

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LinkedIn Ad Growth Decelerates In Wake Of Record Jobless Claims

In the wake of America's record 3.3 million unemployment claims, eMarketer has lowered the rate of advertising growth for social media site LinkedIn.

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70% Of Ad Execs Have Already Changed First Half Ad Spending, 25% For The Second Half

The impact of the pandemic and its social and economic toll has been immediate and pronounced for most advertisers, with 70% already adjusting or pausing their ad spending plans through June, according to findings of a survey of nearly 400 ad executives -- both advertisers and agencies -- conducted by the Interactive Advertising Bureau last week.

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Stuck-At-Home = Over-The-Top

TV analytics firm Alphonso shows how stuck-at-home Americans are consuming record amounts of OTT services online. The curve shows a 25% surge in OTT usage since Jan. 31.

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How The Pandemic Is Impacting The Media Mix, Short-Term

While the impact of the pandemic has caught most ad executives off guard, the immediate response to their media mix appears to have been a net negative for most media, though some are fairing better than others, according to a survey of more than 200 ad executives conducted last week by Advertiser Perceptions.

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Pandemic Shifts Consumers To Electronic Media

Web browsing has tended to surge by 70% from the early stage of the pandemic to the later phase, according to researcher Kantar. Other electronic media follow a similar pattern.

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Coronavirus Anxiety Drives Shopping For 'Survival' And 'Sanity' Products

More than half of consumers said they're not considering the purchase of big-ticket items -- homes, cars, trips, luxury goods -- in the next three months.

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How The U.S. TV Industry Is Likely To Be Impacted By The Pandemic

Like most industries, the U.S. TV industry faces a great deal of uncertainty following the spread of the COVID-19 pandemic to the United States, but a new report from eMarketer shows, especially for the legacy cable TV business, which already was on a downward trajectory prior to the national health crisis.

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Consumers Cautious About Spending Stimulus Checks

About two-thirds of consumers would would buy food and household supplies with a stimulus check, while almost half of people would save some of the money.

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The 'New Normal,' Nielsen Analysis Shows COVID-19 Driving Viewing Of Local TV Channels

Americans have been flocking back to their local broadcasters to get vital news -- as well as to get entertained -- during the COVID-19 pandemic, according to a new report released today by Nielsen. Significantly, the gains have happened across all age groups, including non-adult viewers not known for watching local TV news.

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Consumer Sentiment Towards Brands During COVID-19

Using Suzy, a real-time market research platform, 4A’s Research surveyed 1,000 consumers on March 18 to understand how consumers feel about brand communication during the pandemic and learn how COVID-19 is changing people’s daily routines. Forty-three percent of survey respondents said it’s reassuring to hear from brands they know and trust, while 40% want to hear what brands are doing in response to the pandemic. It’s interesting to note that only 15% said they do not want to hear from brands at this time. This shows consumers have positive attitudes towards brand communication during the coronavirus pandemic overall.

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Quarterly Mobile Index

The time is now to prioritize the mobile in-app video experience.

Almost all mobile programmatic ad spending comes from apps. In the age of mobile, and now video, buyers are attracted to in-app video experiences that can reach a steady stream of engaged audiences.

As media shifts towards more interactive, dynamic formats, publishers who are poised in-app are primed to capture the growing ad revenue opportunity. To provide optimum viewing experiences and maximize ad efforts, it is important for publishers to ensure high quality inventory standards and for advertisers to tailor campaigns at welcomed levels of ad engagement to the right audiences.

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Mobile Ad Creative Index

The advancement of ad tech and the evolution of creative ad formats provide the catalyst for a new phase of in-app advertising, innovation and growth. In 2019 alone, app store intelligence provider App Annie predicted the number of apps using in-app advertising to reach new users would grow by 60%. It's an exciting dynamic that will drive the total value of in-app advertising to an all-time high of $201 billion by 2021.

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POV: 2020 Trends

5G is set to come to life in 2020. It has the potential to improve our lives in many ways, although one of the hurdles of 5G run devices is educating people on quite how impactful it has the potential to be. Many people have heard of 5G, but most don’t know anything about it, yet the possibilities are so vast, from improving traffic controls to personal voice assistants. Whilst we might not all see the immediate effects of 5G in 2020, it is certainly on its way and the three year-long expected transition period will begin.

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The State Of Customer Journey Hacking

Perhaps the most important findings in this report crystalize the value of shoppers impacted by these very disruptions. These shoppers converted at close to triple the rate once ad injections were eliminated from their experience, abandoned checkout significantly less frequently, and viewed almost twice the number of pages during their web session.

This data speaks to the tremendous importance of the customer experience, and the growth that can be gained by online enterprises when their most engaged shoppers receive the optimal journey uninterrupted.

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Super Bowl LIV - The Numbers

Final confirmation of ad pricing for Super Bowl LIV is not yet available, but Kantar Media’s preliminary estimate of total ad expenditures from in-game spots is $435 million. This would set a record surpassing the $419 million of spending in the 2017 game. When expenditures from pre-game and post-game programming are tabulated and included, the total revenue for the event should surpass $500 million.

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NFL Fans' Favorite Brands

This report highlights the topline findings, including favorite brands in key categories, brands that overperform with NFL fans, and the preferred chip and beer brand for every fanbase. This data is only a small window into the expansive range of insights Morning Consult Brand Intelligence offers on how consumer behavior interacts with the NFL.

 

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Do Marketing Professional Think Content-led Campaigns Will Grow?

Nine in 10 respondents said they planned to use audio/podcasts in 2020, and a similar percentage said they would use emerging technology like augmented reality and voice. This indicates that marketers are experimenting with formats beyond traditional social media posts and editorial-style content.

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State Of Consumer Engagement

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.

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The Outlook for Data Driven Advertising & Marketing 2020

U.S. GDP growth is estimated at 1.9%, continuing growth slowdown.

  • Fed tightening on hold for the election year and fear of contraction

  • Below-target inflation

  • Limited tailwinds indicate that growth must be

    earned or bought

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The Era Of We And The Rise Of Online Communities

We’re now sharing huge amounts of content online -- from photos and videos to product reviews. Our data shows that in 2019, 83% of global internet users regularly share this kind of information online on a monthly basis.

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Startups Exhibiting At CES Eureka Park

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.

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Retail Remains The Second-Largest Digital Marketing Spender In The US

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.

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World Of Research, 2019 Year In Review

While most of the people in the world consider themselves to be happy, the percentage slipped six percentage points in 2019 from 2018, according to IPSOS' annual year-in-review of global consumer research trends.

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Q3 2019 Social Media Industry Benchmarks

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.

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Global Billings Rankings & Market Shares

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.

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SHARE OF EAR Q3 2019: AM/FM RADIO CONTINUES TO LEAD THE AD-SUPPORTED PACK

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.

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Dentsu Aegis Network 2019 ad-spend forecasts down

Dentsu Aegis Network’s latest advertising spend forecast, based on data from 59 markets, predicts global growth will reach +3.6% in 2019, following growth of 4.3% in 2018, taking total investment to US$609.9 billion.

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Magazine 'Media Mix' Shifts To Mobile, Video: Total Audience Rises 24% in 5 Years

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.

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Retail Report, December 2019

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.

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2020 Media Trends & Predictions

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.

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This Year Next Year: U.S. Media Forecasts

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.

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DIGITAL MEDIA & ADVERTISING PAYMENTS REPORT

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.

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2019 Global Micro-Influencer Study

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.

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Programmatic Marketing Forecasts 2019

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.

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Attention, Marketers: U.S. Women Are Eager To Hear From You

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.

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Constancy (the New Media 'C') and Future Generations

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.

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Succeeding in a Converged World of TV and Digital

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.

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Precision Consumer 2030: When Data Becomes Invisible

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.

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BrandZ Top 100 Most Valuable Brands 2020

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.

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Tag Fraud Benchmark Study

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.

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What Consumers Think of Loyalty & Reward Programs

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.

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Broadband Industry Report

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.

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E-commerce And Premium Digital Media To Drive Beauty Adspend Recovery

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.

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How Customers React To A Brand Crisis

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.

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A Diversity Report For The Advertising/Marketing Industry

  • 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.

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The Changing Face Of Executive Reputation

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.

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Global Advertising & Marketing Revenue Forecast 2019 - 23

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 

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Media Use By Tweens And Teens

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.

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5 x 5 Industry Study

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.

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Internet Advertising Revenue Report

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.

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Benefits of Out of Home (OOH) Advertising Custom Analysis

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 doubletripleor even quadruple the audiencereached:

  • Video streaming +132%

  • TV or movie smartphone/tablet apps +226%

  • Mobile video viewing +340%

  • Downloading/streaming on cell orsmartphone +306%

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A Decade of Deceit

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.

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What Advertisers Think

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.

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Social Media Overtakes Print To Become Third-largest Advertising Channel

  • Advertisers will spend more on social media platforms than on print for the first time this year, according to Zenith’s Advertising Expenditure Forecasts, published today. Advertising expenditure on social media will grow 20% this year to reach US $84 billion, while advertisers’ combined expenditure on newspapers and magazines will fall 6% to US $69 billion. 

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Does Viewability Drive Conversions?

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.

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Q2 2019 Video Benchmarks Report

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.

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Techlash Is Here

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.

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2019 Consumer Holiday Shopping Report

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.

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2019: MAGNA Raises Full Year Growth Forecast

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

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What Advertisers Think

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

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

Key takeaways:

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

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

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

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Media Agency Compensation Practices

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

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Extended Reality (XR) Playbook

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

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National Tracking Poll On Brand Boycotts

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

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Industry Insights Report 2019-2020

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

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Video Trends Report

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

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What’s Trending In Social TV

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

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Brand Keys Customer Loyalty Leaders List 2019

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

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Streaming: Friend or Foe to Local Markets?

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

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Nielsen Local Watch Report

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

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The Podcasting Report

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

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IAS Media Quality Report

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

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Transparency And Securing The Supply Chain

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

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

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

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

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

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The Impact Of Culture

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

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

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

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Exploring The Value Of Emotion-driven Engagement

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

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

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'Game Of Thrones' Losing Audience

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

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

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Brand Safety Playbook

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

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

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FY 2018 Podcast Ad Revenue Study

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

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

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

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

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Is Fortnite The New Social Media?

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

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

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

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Advanced TV Matrix: A Market Snapshot

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

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This Year Next Year: U.S. Media Forecasts

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

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Americans Say Fake News Needs Fixing

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

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

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OTC Customers' Thoughts On Cannabis Sales

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

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

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

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Ad Execs On Duration-weighting

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

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

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The State Of Advertising

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

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

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

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How Legal Cannabis Use Affects Snacking Industry

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

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

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Consumers Overestimate Value Of Personal Data

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

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Digital Out-of-Home Everything

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

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The State Of Advertising Measurement

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

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

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Consumer Disloyalty Is The New Normal

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

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CTV Impressions

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

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

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

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Total Audience Report

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

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What Advertisers Think

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

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

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

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Monetization Of Video

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

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

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

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

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

 

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Advertising Expenditure Forecasts June 2019

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

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

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Digital Ad Fraud In North America

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

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

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Discovering Brand Purpose

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

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The New Digital Frontier: Adoption Begins With Awareness

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

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Disrupting Brand Preferences

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

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

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

And through 24/7, omnichannel options

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

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

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

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Managing In-house Agency Creative Content, Legal Concerns

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

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

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Lots Of Media Choices Yet We Stick With What We Know

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

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

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Advertising Growth Drivers: Digital Endemics

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

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Dentsu Aegis CMO Survey 2019

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

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

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

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

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

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

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Ad Execs Short On Cryptocurrency

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

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

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

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

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

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

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The Human Experience

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

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

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GroupM: Inflating Prices, Enhancing Value

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

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

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

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U.S. Multicultural Media Forecast 2019

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

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Fox Regains Most Expensive Prime-Time CPM Status

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

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Amazon Sales Declining Amid Online CPG Sales Growth

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

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

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

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Ad Execs Spend Summer Watching TV, Walking, With Family

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

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

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The Healthiest Brands In 2019

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

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

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Confiant's Demand Quality Report for Q2 2019

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

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The CMO Survey August 2019

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

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

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Social Trends: YouTube, Facebook Most-Used Platforms

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

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More Disapprove Job Trump Is Doing As President

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

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

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

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Global Intelligence: Automotive Ad Spend Forecasts

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

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2019 Meaningful Brands

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

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U.S. Smart Technology Marketing Forecast 2019

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

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Listen First's 2018 Social Year In Review

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

 

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RECMA's 'New-biz Balance' For 2018

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

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Kantar Media: 2018 Super Bowl Set Record For Ad Cost

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

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

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


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This Year Next Year: Worldwide Media Forecasts

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

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Advertising Expenditure Forecasts December 2018

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

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MRI's Cannabis Study

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

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2019 EDELMAN TRUST BAROMETER Global Report

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

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TV May Be Everywhere, But Research Isn't

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

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ANA Trust Report March 2019

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

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What Advertisers Think: Advertiser Perceptions Omnibus Study May 2019

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

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

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

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