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All About Podcasts

Here are three perspectives: Ad spending numbers, reasons for ad spend increases and the long-term outlook for podcasts.   Read more »

Does Alexa Make Humans More Humane?

  • MSI

Do digital voice assistants make website navigation easier? Not necessarily, according to this MSI working paper. Researchers found that a sense of “social presence” created by such assistants can evoke social norms. And so, these devices can in fact predispose consumers to more prosocial behavior, such as donating to important causes and tipping.

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NYCU: Worldwide Ad Market on a Tear

Three new industry reports predict a remarkably strong advertising market heading into 2022, built on an already better-than-expected pandemic rebound. Magna Global recorded the highest growth rate ever for the international advertising market, with all forms of media spending up 22% year-on-year, to reach a record $710 billion. Global digital ad sales spanning search, social, video, banners and audio increased 31% YoY to hit $442 billion globally, per Magna Global. Those formats now account for 62% of total worldwide ad sales. The U.S. ad market grew 25% YoY to $284 billion, with pure-play digital ad sales up 37%. In 2022, the U.S. will reach a total market value of $320 billion, supported by 18% growth in pure-play digital. GroupM, the media investment arm of WPP, posted similarly rosy findings, with global advertising up 22.5% -- when stripping out U.S. political advertising and digital accounting for 64.4% of revenue in 2021. Zenith found that the pace of digital transformation has been "higher than expected," helping bolster a global market it foresees commanding $705 billion this year. The uniformly positive outlooks suggest near-term supply chain disruptions will not slow momentum for ad spending. Source: Adams, P. (2021, December 6). Ad market's growth exceeds broader economic recovery, fueled by digital. Dive Brief, MarketingDive.  

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NYCU: ARF Research Projects

As 2021 comes to an end, ARF Research has issued a preview of upcoming 2022 projects and research reports.

Projects
The 2021 Benchmark Survey
The 2021 Privacy Survey
The Effectiveness of Podcast Advertising
Supporting the MRC Cross-Platforms Standards
Supporting the MRC's Outcome Standard
Share of Search
What Brands Did in 2020
The Future of Panels and Census
The Use of Identify Graphs to Improve Survey Panels
Influencer Marketing
Exploring the relative contributions of Creative & Media
Expected Date
Jan 2022
Jan 2022
Q1 2022
Jan 2022
Q2 2022
Q2 2022
Q2 2022
Q2 2022
Q2 2022
Q3 2022
Q3 2022

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NYCU: Global Media Inflation Rises

An overview of global media inflation by medium in 2021 shows media costs have increased by 4% this year. TV will see the largest increase in costs, with 6% inflation in the latest forecast, followed by online video. Media costs have increased by 4% this year, worldwide, a larger increase than initially expected, according to data from ECI Media Management. This was compared to a 3.0% rise forecast at the beginning of the year. TV will see the largest increase in costs, with inflation of 6% in the latest forecast. This is almost double the rate of increase that was expected at the start of the year. Online video then follows, with inflation of 4.6% this year. That is likely a result of growing advertiser demand for connected TV formats as audiences watch for longer. Total media inflation this year the is softest in North America, up 3.8%. The Asia-Pacific (4.0%) Europe, the Middle East and Africa (4.1%) match the global average, while strong inflation is expected in Latin America (4.9%) which is being driven by rising online costs. Further inflation is expected in 2022, with online media up 3.3% and offline media rising 3.4%. As a result, offline prices this year won't recover fully to 2019 levels, but they are expected to in 2022 in most regions. Additional data shows that the cost of retail media advertising is also rising quickly, up by 24%, as brands emphasize online selling. This comes as marketers give greater focus to combining brand-building and e-commerce.

Source: Clapp, R. (2021, November). Global Media Inflation To Reach 4% This Year. WARC Data Points, WARC.

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NYCU: How the Commercial Internet Supports Jobs and GDP Growth

The U.S. has reached a tipping point in its shift from the industrial economy—one that relied on the buildout of hardware—to an information economy that relies on the transfer, storage and implementation of data, according to a new report.

A new IAB study argues that a shift towards a data and information-based economy has allowed more businesses to establish themselves and scale quickly and at a very low cost. As such, the number of jobs created by the commercial internet has more than tripled since 2012. "The adoption of the internet both by firms as producers and by consumers as users is now broad enough that America's economic future will depend more on its competitiveness in information gathering and use than on its manufacturing and materials processing edge," said John Deighton, a Harvard Business School professor and co-author of a new report detailing the trend. This report, which is published every four years by the Interactive Advertising Bureau (IAB) and written in conjunction with researchers, finds that the internet-supported economy over the past decade has shifted from jobs that related mostly to technical internet functions, like coding, to jobs that help deliver information and facilitate communication through data. The number of people employed in news and information-related publishing tripled between 2008 and 2020 to more than 142,000. The digital entertainment sector grew revenues and jobs by 13 times and four times, respectively, compared to 2008. Newer industries like podcasting, streaming and digital gaming have seen the most growth. Gaming revenue has grown tenfold, while employment has only grown by three times. More than half of all U.S. advertising and media employment now comes from the internet, per the report. Professor Deighton notes that in recent years, there's been a proliferation of content-based business models on the internet beyond advertising, like creator payments and in-app transactions. Overall, the internet-supported economy now accounts for 12% of U.S. gross domestic product, up from 2% in 2008. It has grown seven times faster than the total U.S. economy in the past four years. There are now more than 17 million internet-supported jobs in the U.S, up from 3 million in 2008, per the report.

Source: Fischer, S. (2021, October 19). "No-Code" Miracle For StartupsAxios.

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NYCU: Audio and Visual Messages Work Well Together

A study assessed the impact of seeing audio messages on attention to and engagement with visual messages. It found that radio ads had a positive impact on the same ads on TV or as a website banner.

The research paper is called, "The Theater of the Mind: The Effect of Radio Exposure on TV Advertising," and is by Vincenzo Russo, Riccardo Valesi, Anna Gallo, Rita Laureanti and Margherita Zito, at the Università IULM, Milan, Italy. It confirms key findings of the ARF's "How Advertising Works" project. Campaigns using more than one medium are likely to be more effective than those using only one. This study, utilizing neuroscience-based methods, found that participants who had been exposed to radio ads spent a longer time looking at the brand and had a higher engagement when watching the same advertisements on television or as website banners. The authors conclude that exposure to a radio advertisement enhances the effectiveness of the same advertisement via TV or web.

Source: Social Sciences (2020, July 15). "The Theater Of The Mind": The Effect Of Radio Exposure On TV Advertising. MPDI.

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NYCU: Podcasts Attract Hispanics in the US

“The Latino Podcast Listener Report” shows that both Spanish- and English-dominant Hispanics in the US are becoming an important podcast audience. Edison Research finds that 36% of US Latinos age 18+ (16 million people) have listened to a podcast in the last month, a 44% increase from 2020. This is narrowing the gap with the overall 18+ U.S. population, of whom 40% are monthly podcast listeners. New research shows that this dramatic increase comes from both English-dominant and Spanish-dominant listeners.

  • The COVID-19 pandemic seems to have contributed to the changes seen in the most recent study. Over half (54%) of Hispanic monthly podcast listeners say they began listening to podcasts during the COVID-19 pandemic (March 2020 or after).
  • The number of U.S. Latinos reached daily by podcasts has increased dramatically since pre-pandemic times. Today, 21% of the U.S. Latino population listen to podcasts each day, up from 11% in Q1 2020.
Regarding monetization, 58% of U.S. Latino monthly podcast listeners say they would pay a small fee to avoid hearing ads on the podcasts they listen to. That’s six million podcast listeners. In the current ad-based environment, U.S. Latinos show an affinity for brands advertised on Latino-based podcasts. And 75% say they are likely to purchase a brand on a podcast hosted by Latinos. Latino podcast listeners also have unique listening habits and motivations. When they listen to podcasts at home, 49% are spending time with family and friends – more than double that of the overall 18+ population (22%). Thirty-eight percent of U.S. Latino podcast listeners tune in to stay connected with their family’s country of origin. Source: Edison Research (2021, July 13). The Latino Podcast Listener Report. Edison Research.  

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NYCU: From Kantar: Sound Drives Ad Impact on TikTok

A Kantar report concludes that TikTok uses sound in very effective ways. “What makes sound different on TikTok?” TikTok knew that audio on their site was helping to drive high engagement rates but wanted to understand why. So, the platform partnered with Kantar to learn more about the impact of sound on digital advertising. They compared the user experience on TikTok vs. other digital platforms. The results: According to Kantar’s research, people experience sound on TikTok as “fun”—a 66% increase compared to other platforms with the audio turned off. Users also thought that sound on TikTok was much more informative, appealing and engaging. But on other platforms, people tend to experience sound as more distracting and even “annoying.” So what does this data point to? Users and brands on TikTok are using audio to evoke feelings and move people in a way that isn't possible on other platforms. In a world of endless content—photos, stories, tweets, video—sound stops the scroll. In the study, 73% of respondents said they would "stop and look" at ads on TikTok with audio, which is significantly higher than the rate on other platforms.  Kantar found that 88% of TikTok users said that sound is essential to the TikTok experience. It's nearly impossible to separate a TikTok from its sound, or else the video no longer makes sense. The bottom line: For brands to resonate on TikTok, they need to build holistically with audio as a primary creative driver. Sources: TikTok and Kantar. (2021, June 8). Power of Sound: TikTok for Business. Kantar.

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