Brands are reallocating their marketing budgets away from traditional media and toward programmatically bought digital media, social media platforms and retail media networks. In doing so, are they “killing the goose that laid the golden eggs?” One advertising guru thinks it is time to rethink current strategies.
Reports and analyses about the success of Paris 2024 Olympics sponsorships and advertising often don’t mention the most relevant aspect: it’s a context effects case study that provides insights for all advertising.
Given the constant changes in viewers’ behaviors and preferences and the importance of tracking and understanding those changes, it’s no surprise that there is a lot of research on these topics. Here is a selection of recent studies (in alphabetical order).
The growth of ad-supported streaming services continues to be one of the most important developments in the media. A new study confirms that acceptance of advertising is a major driver behind that trend, but also shows that consumer satisfaction with streaming advertising is not as high as it could be.
Guideline has issued an analysis of ad spending trends in several key markets, showing both similarities and differences.
Sponsored by MarketCast. Read more »
Coinciding with upfront week, the Wall Street Journal published an article about companies’ advertising strategies, considering the changes in media and audience behaviors.
The ARF’s Knowledge Center recently analyzed all the information requests received by members. Their analysis provides insights into ARF member companies’ priority issues.
CIMM: the Coalition for Innovative Media Measurement, has identified critical issues that should be addressed this year. Read more »
David Tice – Consultant, HUB Entertainment Research
Justin Fromm – Head of Insights & Thought Leadership, Samsung Ads
Justin Fromm from Samsung Ads and David Tice of HUB Entertainment Research discussed how consumer behavior is changing due to greater Smart TV penetration and usage. Streaming has become the default method of watching TV for a large swath of viewers. Streaming audiences have also increasingly become more receptive to advertising. Another important trend, Smart TV operating systems (OEMs) are constantly upgraded and made easier to use. As a result, home screen interactions continue to grow. Home screens have played a significant role in content discovery, although TV brand is a moderating factor. Home screens have even helped accelerate the rise of FAST services. In an era of constant churn, coming up in a home screen search and having an advertising model or tier have become critical to retention. Key takeaways: