A weekly round-up of the industry’s top stories and research curated by the ARF.
Mediapost highlighted empirical research unveiled at a live event held at Simulmedia which suggests that “when brands measure the return on their TV advertising investments based on the incremental sales they generate, they get better results.” Read more »
Ipsos reports that 45% of grocery shoppers go to two or three stores, and 30% shop at four or more stores. Shoppers who shop at only one grocery are in the minority. Read more »
Statements work best in intense environments, while questions do well in calming situations, according to a study highlighted in the Boston Globe. The research will be published later this year in the Journal of Consumer Psychology. Read more »
Online shoppers are looking for alternative delivery options, states the latest UPS Pulse of the Online Shopper Study highlighted in WARC. This is particularly true in China, Hong Kong, Japan, Singapore, and South Korea, where 45% of respondents would prefer to have their order delivered to locations other than home. 33% want their order to be sent to a local retail location. Read more »
According to a report from the Economist and Marketo, 81% of marketing executives surveyed said that they need to restructure the marketing organization to better support the business. Change is seen to occur in these areas: Read more »
Magna Global expects TV ad revenue to decline 2.9% in 2015, including the impact of political and Olympic spending, as reported in the Wall Street Journal . US ad growth in general is hampered by ‘digital deflation’ — the idea that media companies don’t earn as much for their content in digital formats as they do traditionally. Read more »
Millward Brown Digital found that while younger audiences consume less TV than older generations, the majority of consumers across all generations still rely on laptops or PCs. The study, which was cited in AdAge, also found that “for low-attention tasks, audiences prefer smartphones, but that as the amount of time spent on a task increases — usually after a five-minute threshold — so does laptop and PC usage for all groups. Screen size and speed were the biggest determinants of screen preference across generations.” Read more »
Research from Zenith Optimedia suggests that this generation “feels a growing affinity for brands that help them to take control of their lives and offer worthwhile experiences rather than more possessions.” The report, highlighted in Marketing Week, examines the factors that drive happiness in young adults. Among the findings: Read more »
Mediapost highlights a paper in the upcoming issue of the Journal of Advertising Research that analyzed variables impacting the box office earnings of 62 movies in their opening weekend. Read more »
Duke University’s semi-annual CMO Survey predicts that spend on marketing analytics will increase 83% in three years. Read more »