Industry Research
The Latest in Advertising Trends and Data

Media Behavior (Online and Offline)

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  1. Google Ran Secret Video Ad Experiments and Here’s What It Found
  2. Brands Can’t Recognize Omnichannel Customers, DMA Finds 
  3. Shopping Cart Abandonment Rate on Smartphones Hits 78% 

Google Ran Secret Video Ad Experiments and Here’s What It Found. 

YouTube/Google secretly tested 16 video ads, to gauge how varied pacing, orientation, captioning, etc. would affect view-through rates – assuming that longer rates were equivalent to more compelling delivery of ad messaging. 

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Consumer Demographics and Psychographics

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  1. Facebook is Top Channel for Ad Recall Among Millionaires
  2. Hispanic Millennials Move to Mobile Payment
  3. 137.4 Million Consumers Plan to Shop Thanksgiving Weekend

Facebook is Top Channel for Ad Recall Among Millionaires

  • When marketers consider which channels to employ to get out their message, they generally opt for those that cover the masses rather than others that pinpoint the wealthiest among us, according to a study from the Shullman Research Center.
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Why Pollsters Got the Election So Wrong, and What It Means for Marketers

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  • Research companies take part in highly prominent polling to demonstrate their capabilities for brand marketers. Donald Trump’s startling victory has prompted many of these companies to analyze whether their lack of predictive accuracy in the election results was a small procedural glitch, or a sign of something greater. To be fair, the 3% to 4% Clinton victory predicted by most polls (including the FiveThirtyEight consolidated poll) was within the margin of error, and represented an acceptable level of accuracy for many marketing purposes.
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Study projects Addressable TV Advertising Will Double by 2018

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  • The Video Advertising Bureau has reported that spend on addressable advertising (which targets specific audiences instead of networks/programs) will amount to $900+ million by the end of 2017, and that is expected to double in 2018 to about $2.2 billion. Its 42% household reach in 2017 will top 74% by 2020.
  • Addressable TV currently touches 40-50 million households (128 million people).
  • As the survey highlights, 60% of advertisers use addressable TV presently (or plan to in the coming year),
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Mobile Research Starts the Purchase Cycle; 78% Buy Within the Day

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Among the various findings of the Global Mobile Path to Purchase study conducted by xAD and Millward Brown, several observations highlight the increasing integration of mobile devices into our daily lives as consumers. While the degree of penetration varies by country, the smartphone is considered the most important device for research by almost 30% of retail shoppers. In the U.S., the percentages of consumers who use their phones for shopping for various items is striking: Clothing and Apparel (58%),

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Coupons Are a Major Purchase Influencer

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  • Of the many factors that compel U.S. internet users to buy, coupons and discounts are by far the most popular. A September 2016 Bazaar Voice/CMO Council survey, revealed that over 7 in 10 U.S. internet users cited coupons and discounts as a key influencer in their buying decisions – followed by suggestions from family/friends (40%), ads from a brand (35%), following up on product browsed/left in cart (32%) and brand recommendations of similar/complementary products (22%).
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Television still #1

Streaming Content Soars: TV Sets Remain Top Device

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While overall streaming continues to grow, TV for the time being remains the number one source for viewing it – amounting to 7.4 hours per week per U.S. consumer. Computers accounted for 5.0 hours, mobile devices for 3.1 hours, and tablets for 3.0 hours per week per consumer. While the TV set is currently the primary device of choice for streaming content, digital media (desktop/laptop computers, mobile devices and tablets) are each expanding their share.

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Young, Connected and Black

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African-Americans continue to represent a significant percentage of growth in the U.S. population. Having grown 21% between 2004 and 2014, the U.S. Black population is currently at 46.3 million (or 14% of the country’s population, per the U.S. Census. America’s countenance is increasingly younger and more diverse, driven largely by Millennials. There are 83.1 million Millennials in the country now, of which African-American Millennials comprise 14%. African-American Millennials comprise 25% of the total Black population –

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Digital Ads to Overtake Traditional Ads in U.S. Local Markets by 2018

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The media research and analysis firm BIA/Kelsey forecasts that total local advertising revenue (local audiences for national, regional marketers) is expected to grow from $145.2 billion in 2016 to $148.8 billion in 2017. Digital advertising, for the first time, will equal TV ad sales for the first time this year (both generating about $68 billion) – increasing by 15% in 2016 and by 12% next year. Traditional media sales will decrease by about -1.5% in 2016,

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Understanding the Youngest Demographic

Generation Z: Understanding the Youngest Demographic

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Generation Z (those born in 1996 or later) will soon be becoming part of the adult economy – and currently comprise 25% of the U.S. population (75.4 million in number), larger than both the Millennial and Baby Boomer generations (66 million and 74.9 million by comparison respectively). Although few earn their own money, their spending clout has already reached $4 billion dollars. One of the most interesting arenas in which this group is typified, is mobile-social.

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