On October 25, 2022, media and measurement experts shared the latest research-based insights about today’s media landscape at OTT 2022 held on the Warner Bros. Discovery Studio Lot in Burbank, CA. Attendees learned more about what viewers really want when it comes to FAST, AVOD and SVOD, and whether there are viable solutions for cross-platform measurement.
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While market share leadership is a strategic imperative for many leading companies, surprisingly little is known about market leaders. To rectify this, researchers in this MSI working paper looked into four key issues: (1) the frequency of market leaders maintaining their leadership over periods ranging from 5 to 89 years; (2) whether leading brands that lose their leadership are able to regain it or if loss of leadership tends to be permanent; (3) whether market leadership persistence varies as a function of economic conditions (i.e., GDP growth rate, inflation, unemployment); and (4) whether market leadership persistence varies by category type.
It appears that many consumers think we are (or will be) in a recession and so, are reevaluating their spending habits. This suggests that advertisers should start thinking about their strategies going forward.
In a new survey by Variety and Morning Consult, about half of consumers say they will reduce entertainment spending if there is a recession.
A recent survey by Gallup found that inflation has become the top financial concern for Americans, surpassing issues like low wages and housing costs.
One-third of Americans making $250,000 (the top 5%) say they “live paycheck-to-paycheck.”
The initial response of consumers to various crises has been one of prudence, according to global research by Kantar. Read more »
IRI’s Michael Tscherwinski addressed the challenges marketers are facing due to supply-constraints and provided a best-practices playbook for unlocking opportunities. IRI’s 2022 outlook on product availability predicts continued challenges. Inflation, supply chain issues, as well as the war in the Ukraine, impact the operations of CPG companies. Category out-of-stock conditions are widespread, and many CPGs are pausing media. However, Procter & Gamble, one of the largest advertisers in the world, stated that it would continue to invest in marketing.
Member Only AccessResearch and advisory company Gartner shared their insights on top trends in data and analytics technology and practices. These can help anticipate change and transform uncertainty into opportunity, driving new growth and increasing efficiency, resilience and innovation. Read more »
Big brands and retailers are raising prices, partly due to pandemic-related costs — but also because the drumbeat of inflation and supply-chain news provides air cover. AdExchanger says that many companies are raising prices to expand profit, not to sustain it and revisits the “brand” concept.