Category news stream


Print Ads Maintain Sizable Reach

May 26, 2016

Fluent-Retailer-Marketing-Channel-Reach-May2016Print ads continue to have reach and influence, per new studies released by Fluent [download page] and the Newspaper Association of America (NAA) [pdf]. While concerned with different categories (retail and local politics), the two studies demonstrate that advertising in print media continues to have an impact with consumers. Read more »

A Stark Choice: Traditional TV or Streaming Video?

May 24, 2016

TDG-Preference-Pay-TV-v-Subscription-Streaming-Svc-May2016Recently, an IAB study [pdf] released in conjunction with the NewFronts was greeted with much press proclaiming that viewers now prefer digital video to primetime TV. (The actual results weren't quite as clear, but did show that users of TV and original digital video tended to associate the latter more with terms such as "innovative," "exciting," "edgy," and "worth my time.") Now two new studies issued by independent firms take up the TV versus digital video debate in much starker terms. Read more »

Friday Research Wrap, 5/20/16

May 20, 2016

YouGov-Affluents-First-Introduction-to-Luxury-May2016Total luxury spending by affluent consumers globally is expected to decline by 0.9%, but Millennials will up their spending by 8%, reports YouGov in its 2016 inaugural Affluent Perspective Global Study [pdf]. That might suggest a greater focus on young affluents, except that Boomers and Gen Xers are expected to collectively spend more than 4 times as much on luxury items than Millennials ($215B and $49B, respectively). Read more »

Top 10 Marketing Charts of the Month – April 2016

May 5, 2016

MCTop10Apr-16-EntryThis month's quick-hit set of top charts includes the following topics: youth & TV viewing; radio listening trends; digital media consumption; teens' top social networks; B2B brand post engagement rates; marketers' top priorities and strategic programs; characteristics of top performers; brands' "authenticity deficit"; and Amazon search ranking factors. Read more »

Top 10 Multi-Platform TV Websites – April 2016

May 4, 2016

Note: The Hitwise data featured is based on US market share of visits as defined by the IAB, which is the percentage of online traffic to the domain or category, from the Hitwise sample of 10 million US internet users. Each month, Hitwise measures more than 20 million unique websites, including sub-domains of larger websites, and 500 million searches. Hitwise categorizes websites into industries on the basis of subject matter and content, as well as market orientation and competitive context. The market share of visits percentage may not include traffic for all sub-domains of certain websites that could be reported on separately.

Which Digital Channels Are Marketers Most Confident In Measuring For ROI?

May 3, 2016

EconsultancyOracle-Ability-to-Measure-Digital-ROI-May2016The leading reason why companies don't invest more money in digital marketing is a generally restricted budget for all types of marketing, per a recent report [download page] from Econsultancy and Oracle Marketing Cloud. But beyond that primary hindrance, staff constraints, company culture and an inability to measure ROI are all cited as factors, and the report wonders if the "culture of ROI is stifling innovation." Read more »

Friday Research Wrap, 4/22/16

April 22, 2016

Euclid-Most-Impt-In-Store-Messaging-Factors-Apr2016Some 74% of adult mobile device owners claim to want to receive messages from a store or business during a visit, per a survey of 2,115 US adults (18+) from Euclid Analytics. However, giving consent and choosing when messages are received are important to a sizable share of respondents, although the medium (how they receive the messages) appears to be the most important factor. Read more »

Teens: Snapchat Now Tops Instagram As “Most Important” Social Network

April 21, 2016

PiperJaffray-Teens-Most-Important-Social-Network-Apr2016Teens continue to shift their perceptions of their "most important" social network. First it was Facebook (early 2013), then Twitter (late 2013), and then Instagram (early 2014). The latest flavor du jour, taking over after a 2-year run from Instagram, is Snapchat, according to the most recent biannual teen survey from Piper Jaffray, reported here by FORTUNE. Read more »

Top 10 Marketing Charts of the Month – March 2016

April 14, 2016

MCTop10Mar-16-EntryThis month's quick-hit set of top charts includes the following topics: Google AdWords benchmarks; most effective digital tactics; Snapchat use among youth; teens' brand discovery vehicles; core drivers of brand satisfaction; best and worst companies by CX; US ad spend share forecasts; mobile app engagement benchmarks; mobile in-store activities; and smartphone share of site visits.. Read more »

What 5 Years’ Worth of Data Tell Us About Youth and TV

April 12, 2016

Nielsen-Traditional-TV-Weekly-Viewing-Trends-Among-18-24-Q12011-Q42015-Apr2016[By MC Editor, JC Lupis] The latest quarterly TV viewing figures from Nielsen are in, allowing for an analysis of 5 years' worth of Americans' traditional TV viewing data. The short of it? Yes, youth as a whole are watching less traditional TV. But a review of the data from Nielsen's Q4 2015 total audience report [download page] indicates that the declines may be slowing, even as other reports suggest that streaming may be catching up to linear viewing. Buckle up, this is our most in-depth analysis yet. Read more »