Data/Analytics: Page 38
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Some blue-chip brands see loyalty drop precipitously during pandemic, survey finds
As consumers adjust to a “new normal,” an annual ranking of brand loyalty adds the most newcomers ever while some previous stalwarts disappear.
By Aaron Baar • Sept. 17, 2020 -
Magna: Digital platforms like Amazon remain resilient amid overall ad spending declines
While traditional media faces a bigger blow than during the Great Recession, digital heavyweights are notching gains as e-commerce and streaming are enshrined in consumer habits.
By Tatiana Walk-Morris • Sept. 16, 2020 -
Trendline
Consumer Packaged Goods
If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.
By Marketing Dive staff -
Google expands media-buying services as connected TV’s importance grows
With the pandemic only compounding media buying’s existing troubles, a potential opportunity has opened for digital platforms like Google to gain a stronger foothold.
By Robert Williams • Sept. 16, 2020 -
Nielsen cuts neuromarketing research amid pandemic
It’s unclear whether this is a harbinger of more cutbacks in the neuromarketing space as difficulties recruiting subjects for in-person tests continue.
By Robert Williams • Sept. 15, 2020 -
Gen Z shows higher ad recall than older age groups, Snap study finds
The cohort’s higher rate of brand preference and shorter attention spans suggest both a challenge and opportunity for marketers to connect with this valuable audience.
By Robert Williams • Sept. 10, 2020 -
Socialist Appeal. (2020). “Black Lives Matter” [Photograph]. Retrieved from Flickr.
Consumers want brands to address systemic racism, survey says
Almost half of respondents said how a brand responds to the protests against racism majorly impacts their likelihood to purchase a product.
By Robert Williams • Sept. 9, 2020 -
Consumers form loyalties to new brands they bought in quarantine, survey finds
Some of the new shopping habits formed during the pandemic could endure, providing opportunities for marketers, Bazaarvoice found.
By Robert Williams • Sept. 8, 2020 -
IAB: US digital ad spend will grow 6% this year amid broader slowdown
Paid search and social media are the fastest-growing digital ad categories, while spending on traditional channels like linear TV, OOH and print will plunge.
By Robert Williams • Sept. 3, 2020 -
75% of people unlikely to use branded hashtags, survey finds
User-generated content is cost-effective but has low participation, with 73% of consumers saying they’re unlikely to create branded videos.
By Robert Williams • Sept. 2, 2020 -
Gen Z remains elusive and cause-driven under pandemic, putting legacy laggards at risk
The generation’s brand awareness “bucket is leaking,” Morning Consult found, while digitally oriented companies are seeing their favor rise with the cohort.
By Peter Adams • Aug. 31, 2020 -
Deep Dive
Big CPGs struggle to gain market share during COVID-19 despite sales boost
IRI data shows while large manufacturers grabbed shelf space at the height of the pandemic, upstarts are taking advantage of out-of-stocks and demand for variety to win it back.
By Christopher Doering • Aug. 31, 2020 -
Retrieved from Kantar on August 28, 2020
Kantar: Back-to-school advertising drops 70% on national TV
Only six retailers are advertising this year, compared with 100 in 2019, and the creative’s tone has changed to highlight personal safety and logistics.
By Robert Williams • Aug. 28, 2020 -
Marketers spend $100M on ads as live sports return to TV
However, Microsoft, LVMH, Expedia and Sprint are among the brands that didn’t return to advertising during live sports.
By Robert Williams • Aug. 26, 2020 -
Forrester: Brands must integrate DTC, wholesale retail teams as digital commerce grows
Brands including Mars and Deckers are already taking steps to provide a more consistent customer experience and partner better with retailers.
By Chantal Tode • Aug. 25, 2020 -
Video impressions rose 40% on CTV platforms in Q2, study says
The findings suggest that inventory previously available only through premium publishers showed up on exchanges as marketing budgets have been cut during the pandemic.
By Dianna Christie • Aug. 21, 2020 -
Retailers’ back-to-school ads resonate by empathizing with uncertainty, study finds
Ads from Kohl’s, Walmart and others address uncertain times with upbeat messages during a markedly different back-to-school season.
By Dianna Christie • Aug. 13, 2020 -
What COVID-19 did to customer loyalty
As retailers grappled with out-of-stocks, research found that 75% of consumers opted to shop alternative brands.
By Caroline Jansen • Aug. 12, 2020 -
71% of marketers expect virtual events to continue beyond 2020, survey finds
While many business functions work well virtually, lead generation remains a key challenge for media and marketing executives.
By Dianna Christie • Aug. 6, 2020 -
Brands continue to lean heavily on programmatic advertising, IAB says
Almost one-fifth of brands moved programmatic buying completely in-house in 2019, while more than half transitioned to doing so partially.
By Dianna Christie • Aug. 4, 2020 -
Sponsored by LiveRamp
When change is the only constant, data access matters more than ever
With the right permissioned information at hand and available for analysis, marketers can make better revenue-driving decisions.
By Alice Stratton • Aug. 4, 2020 -
Google’s ad revenue falls 8% for 1st decline in 26-year history
YouTube eked out a 5.8% gain in ad revenue, while Alphabet’s growing cloud computing business helped to offset bigger declines in ad sales.
By Robert Williams • July 31, 2020 -
Walmart fortifies fledgling ad platform with omnichannel analytics offering
Procter & Gamble, Mondelēz and Clorox beta tested Performance Dashboards, which could better position the retailer against rivals like Amazon and Google.
By Peter Adams • July 30, 2020 -
Opinion
Current events fuel higher consumer expectations, concerns for marketers
Three paradigm-shifting events have fanned consumers’ wants and needs in 2020, driving higher expectations for 98% of brands, writes Brand Keys’ Robert Passikoff.
By Robert Passikoff • July 30, 2020 -
McDonald’s boosts marketing budget $200M to drive recovery
The increase comes after the company slashed marketing spend by 70% in Q2, giving it a “sizable marketing war chest” for the remainder of the year.
By Robert Williams • July 30, 2020 -
1st certified brand safety officers quickly put to the test
Graduating from the Brand Safety Institute’s new certification program during a pandemic and just before racial justice protests erupted, these experts help advertisers navigate difficult waters.
By Graham Vyse • July 28, 2020