Industry Research
The Latest in Advertising Trends and Data
Influencer Marketing

How to Identify the Right Influencers to Market for Your Brand

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  • In 2017, nearly 87 million Americans used an ad blocker, a 24% rise over 2016. While consumer avoidance of ads can be a threat to marketers, it is also an opportunity to reach one’s target through an alternative means of advertising:  influencer marketing.  Influencers – one’s real customers and relevant audiences – can be used to boost engagement, reach and purchase conversions.  Influencers, by virtue of their product thought-leadership and reach among a product’s target audience,
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Jessica Hawthorne-Castro

5 MARKETING EXPERTS PREDICT THE FUTURE OF TV ADVERTISING

00Agency Press, Industry Research

Author: The Living Room, quote by Jessica Hawthorne-Castro

Title of piece: 5 Marketing Experts Predict the Future of TV Advertising

Original Publication: The Living Room

Date Published: March 27, 2017

The future of television advertising is always a controversial subject.

But should that be the case?

Since the rise of online advertising, many have questioned the continued effectiveness of TV advertising.

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Advertising Demand

Ad Economy Rebounds, Turns in Biggest February Ever.

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  • According to Ad Market Tracker (a MediaPost and Standard Media Index ad volume measure), demand for U.S. advertising in February 2017 was higher than in any February in history – this coming out of the seasonal January dip. The February 2017 index of 247 represented a 52-point rise over this January’s index. (The index’s base of 100 was established in January 2009.) February 2017 ended up being the highest ad-dollar volume ever for the month.
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Out Of Home Goes Programmatic

Out-of-Home Goes Programmatic

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By 2020, out-of-home spending is expected to grow by nearly 12%, more quickly than any other traditional medium. This is largely due to Digital OOH, which contributed $2.7 billion to U.S. ad spend in 2016. More and more major outdoor sellers are creating platforms permitting programmatic buying and targeting on their digital inventory. With digital, targeting the individual is accomplished with cookies or device IDs. With OOH, buyers follow movement patterns of targeted groupings of people during their daily routines.

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Diversity

In Advertising, as in Culture, the U.S. Still Struggles with Diversity

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A late 2016 study from YouGov (online research firm) and BabyCenter (the #1 pregnancy and parenting web destination worldwide) found that 80% of parents are very much in favor of seeing diverse families in advertising, and it has become apparent to all that brand advertisers have responded by featuring a broader range of race, sexual orientation and gender identity in their ad content. Not only do consumers want to see that, attention to that concern can also be a smart business decision.

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Social Media Millennials

Gen-X Top Social Media Users

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When one thinks about “social media users”, Millennials often come to mind. However, it has been discovered that Gen-Xers (ages 35-49) actually spend more time in that arena. While Millennials allocate just over six hours there weekly, Gen-Xers surpass them by at least an hour. Among Gen-Xers, women allocate 25% of their online time in social media compared to 19% of men, and this is true across cultures. More specifically, females within this group disproportionately frequent Facebook on Sundays while watching primetime TV.

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Ad-Blocker

Mobile Slowing Ad-Blocker Use Among Millennials

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Millennials are more likely than any other demographic group to use ad-blockers, because they tend to be technology early-adopters and generally spend more time browsing online. In 2017, 20.1% of U.S. consumers will use an ad-blocking extension on desktops and laptops, although just 7.9% will do so on-the-go as these extensions function less effectively on smartphones. In 2017, about 37 million Millennials will surf the Web on a device with an enabled ad-blocker – nevertheless mobile devices leave the door open to marketers who wish to get their ads in front of the eyes of this lucrative target audience.

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skippable

MAGNA/IPG Media Lab Reveal Ways to Optimize Skippable Pre-Roll

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Magna and IPG Media Labs has just released results of an in-depth scientific media trial that analyzed audience ad skipping behavior, and identified steps marketers could take to maximize the effectiveness of their video campaigns. The study found that 76% of consumers indicate that skipping ads has become an ingrained behavior – in fact, when they skip the ads, they do so immediately. The primary reasons: “ads are not relevant to them”, and/or “they’re not currently in the market for the product being advertised.” In-market audiences are more persuaded by pre-existing brand relationships.

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Influencer Marketing

2017 “State of the Creator Economy” Report: Content and Influencer Marketing Ranked Most-Effective Investment by U.S. Marketers

00Industry Research
  • The 2017 “State of the Creator Economy” Report, recently conducted by a consortium of U.S. market research firms, has found that in terms of year-over-year effectiveness trending, traditional media mix advertising is continuing to demonstrate flatlining or declining success. Conversely, Influencer Marketing and Content Marketing are generating the greatest per-channel value for product marketers and their products when compared to all other forms of advertising investment. The report is the industry-leading independent view of both influencer and content marketing categories from the perspective of creators,
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9-10data

Study: Number of Marketers Who Still Don’t Use Data Now Just One in Ten

00Industry Research

A late 2016 survey by the Global Alliance of Data-Driven Marketing Associations, Winterberry Group and MediaMath revealed that fully nine-out-of-ten marketers currently use complex data-driven techniques, including cross-channel attribution and/or addressable consumer segmentation analysis, to measure and optimize marketing effectiveness. The study highlights as well a distinct shift in budget allocations on data-driven efforts, with over 64% of marketers predicting spending increases in this area for the upcoming year, compared to only 7% noting declines.

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