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: Nielsen / CMO Council
: Marketers are shifting their digital campaigns from direct response to brand advertising, according to a Nielsen survey conducted in conjunction with the CMO Council. Budgets continued to rise for digital brand advertising campaigns, with 7 in 10 marketers increasing their funding, up 15% year-over-year. The study notes that further growth is being hindered by the lack of relevant metrics: 95% said they would increase their digital brand advertising spending if they could verify that it created the desired result; and 82% would do so if they had the ability to verify that the advertising was actually delivered to their intended audience.
: Forrester Research, Inc. 2014
: Organic search remains the leading method by which US adults find online information and websites, per results from a Forrester Research survey. Some 36% of respondents indicated that they typically found the online information or websites they visited during the prior month through organic search results, beating out Facebook (25%), TV ads (23%) and TV shows or news stories (21%). The study notes that TV ads and news stories have risen in prominence from years past
as online information discovery methods.
How much would consumers pay for alternative pay-TV packages that combine basic service with streaming options from Netflix and from HBO (which recently announced
that it will launch a standalone OTT service)? The good news for pay-TV providers, according to survey results
from Centris Marketing Science, is that consumers seem willing to pay extra to add OTT to a basic internet + pay-TV package. The bad news, though, is that they'd expect this bundle to come at a significant discount. More interesting data points for the weekend follow.
: IAB / PricewaterhouseCoopers (PwC)
: Online ad revenues in the US have set yet another peak after growing 17% year-over-year in Q3 to reach $12.4 billion. That outpaces the previous high of $12.1 billion set in Q4 2013; expect this current quarter to set yet another record when the figures come out in a few months, given the Continue reading »
| December 19, 2014