Category results for "Industry-Research"

Industry Research

Online Video is the Fastest-growing Category of Internet Advertising

August 5, 2015 DCN

Online video advertising revenue is estimated to reach 16.2 billion worldwide with the US by far the largest market at $8.5 billion reports ZenithOptimedia’s Online Video Forecasts 2015.

Given the rapid penetration of smartphones and tablets, worldwide total video consumption is expected to increase by 20% in the coming year from 48.1 minutes per day this year to 57.6 minutes per day in 2016. Mobile devices are expected to be the main platform for viewing online videos growing from 46.8% (22.5 minutes per day) share of time spent this year to 52.7% (30.4 minutes per day) in 2016.

Online video viewing globally skews to young adults and is slightly more male (14.2% males 18-24 and 13.8% males 25-34 vs. 8.5% females 18-24 and 8.4% females 25-34) based on comScore (Video Metrix, September 2014). Understanding online video consumption habits and the video publishing infrastructure is important to marketers in identifying the right short- and long-form advertising and branding opportunities for their target audience.

Industry-Research

Digital Magazine Sales Will Top 1.3 billion in 2015

July 29, 2015 DCN

Digital magazine consumption reached 43% of print magazine consumption reports Mequoda in their Digital Magazine Market Study. The research study was conducted in Q2 2015 polling 3,642 US adults with Internet access.

More than one-third of respondent report reading an average of 2.37 digital magazine issues in the last 30 days. In other words, 77 million adults read an average of 184 million digital magazine issues in the last month. The report also estimates spending on digital magazines will top 1.3 billion in 2015.

Consumers ranked relatively equal levels of importance to the magazine distribution points; on the web (37%), tablet (32%) and print (31%). Readers were emphatic about their preferences demanding readable and scrollable text on their digital editions. Further, 9 in 10 respondents report 20 articles or less is ideal for the perfect issue.

Industry-Research

Homepage Layout Matters

July 28, 2015 Research Team—DCN

The Engaging News Project from The Annette Strauss Institute for Civic Life, has released new research that analyzed what happens when people are delivered the same news content presented in different ways. Some of the 2,671 participants browsed a site with a classic newsprint layout, while others looked at a page with a contemporary, modular and image-based layout. The same 20 articles, drawn from mainstream news media coverage about evergreen subjects, appeared on both sites.

Key takeaways from the Online News Presentation research include:

Unique page views increased by at least 90% when participants viewed the contemporary homepage compared to the classic homepage.
Recall of details from the articles, although low for all participants, nonetheless increased by at least 50% when participants viewed the contemporary homepage compared to the classic homepage.
Study participants rated the contemporary site more positively than the classic site.
Where the articles appeared on the page affected article recall more consistently than whether people clicked on the article.

The results show that people accessed more pages, appreciated, and learned more about the information contained in news articles when browsing a website with a contemporary homepage compared to a website with a classic homepage. These differences did not vary depending on the respondents’ age, education, or level of political knowledge.

Industry-Research

CMOs Report that Content Marketing is Effective

July 24, 2015 Research Team—DCN

Spredfast partnered with The CMO Club to survey over 200 Fortune 500 CMOs from around the country. They were asked questions about their biggest priorities, their challenges for 2014, and what they have found to be the best ways to engage their audiences. As they report, “with attention so fractured, it’s not surprising that 95% of CMOs surveyed are relying on content marketing to engage their audiences every step of the way.” And, not only do the majority of CMOs think this tactic gets results, they’re allocating budgets accordingly.

95% said that content marketing is important to their business in 2014.
66% of CMOs surveyed expect their content marketing efforts to yield a positive ROI in 2014.
95% of CMOs say that they believe “creating and finding new, timely, and engaging content is one of my biggest challenges in 2014.”
87% find social media to be the most engaging digital medium for serving real-time content

The full study offers additional comments from these CMOs including what they are focused on, the challenges they face, and what can be done to overcome said challenges.

Industry-Research

Consumers Will Pay a Premium for Innovation

July 22, 2015 DCN

Innovation compels consumers to make purchases. In fact, 8 in 10 of consumers (84%) reported that it is somewhat or very important that they buy from innovative companies’ reports Lab42’s Innovation Study.

Further, just more than half of respondents (51%) reported that they bought a product without fully understanding how it works or what it did because they felt or heard it was “cool.” Consumers care about owning products that give them the appearance of being innovative.

Consumers are willing to pay a premium for innovation across many categories: electronics 83%, automotive 75%, restaurants 71%, clothing/retail 70% and grocery store items 67%.

Not all consumers want to serve as a guinea pig in the marketplace. Only 2 in 10 respondents (21%) reported buying new products as soon as they come out while 63% prefer to buy a new product once it’s been out for a while.

The Innovation Study was conducted among 1,000 consumers in April 2015.

Advertising | Industry-Research

U.S. Programmatic Display Ad Revenues Totaled $10.1 Billion in 2014

July 21, 2015 Research Team—DCN

Programmatic buying and selling of online display-related advertising generated $10.1 billion in 2014, comprising 20% of last year’s overall internet advertising revenues ($49.5 billion) according to the first-ever IAB Programmatic Revenue Report, prepared by PwC US. This figure represents approximately 52% of display-related advertising in 2014 ($19.6 billion), while non-programmatic display-related revenues accounted for the remaining 48% at $9.4 billion.

As David Silverman, Emerging Company Services Practice Co-Leader of PwC, points out in the report, “over the last several years, publishers and advertisers have continued to adopt programmatic buying and selling of digital inventory into their media strategies; however, within the complex programmatic ecosystem there has been a lack of consensus around the definition of programmatic and its associated types and formats and the size of the programmatic market in comparison with the overall internet advertising market.”

For the purpose of this study, programmatic was defined, but not universally accepted, as “machine based buying and selling of digital media including auction based methods like RTB and private marketplaces as well as the automation of direct sales, sometimes called programmatic direct.”

Highlights from the IAB report include:

Open auctions made up approximately 70% of the programmatic revenue in 2014.
Display banner ads made up approximately 80% of programmatic revenues in 2014, but the findings demonstrate that mobile and video formats will take more of advertiser and publisher budgets and inventory over time
Ad tech revenues represented approximately 55% of the programmatic revenue pie in 2014 and approximately 45% of programmatic revenues ultimately found its way to the publishers.
The majority of programmatic inventory was bought and sold through Open Auctions, but the report predicts a shift to other types (i.e. Private Auction, Unreserved Fixed Rate or Automated Guaranteed) in the next few years.
Programmatic revenues from ad tech outweighed those from publishers in 2014.
Programmatic buying and selling are moving forward; however, sizing the programmatic industry will continue to be a challenge until standardization and increased transparency become more apparent.

Industry-Research | Video

Solving Digital Video Advertising’s Premium Dilemma

July 15, 2015 Research Team—DCN

Recent research commissioned by Teads and conducted by Forrester in May 2015 notes that while digital video advertising continues to show strong promise for marketers, agencies and media companies there are a few notable challenges that must be resolved in order for it to deliver value for everyone involved.

Five key findings from the report, conducted among 529 advertisers, agencies and media companies in Argentina, France, Germany, Italy, Mexico, Span, UK and US:

1. All market participants expect digital video spend to increase in the next two years.

2. Lack of premium inventory — and disagreements about the definition of premium — hold back video’s
growth.

3. Video is still a work in progress to fulfill its promise.

4. Advertisers, agencies, and media companies must build an accountable, transparent video ad market.

5. Outstream advertising offers one solution to these challenges.

Industry-Research | Video

TV is Now the 2nd Screen for Kids

July 14, 2015 DCN

In our latest study on kids’ preferences in viewing TV content across devices and platforms, we find that in a majority of family households with tablets and smartphones, TV is no longer the first choice for entertainment, with 57% of parents saying their child prefers a device other than the TV to watch video content. Mobile devices offer versatility, simple user interface and a ‘personal’ viewing experience.

As such, in households where tablets and smartphones are accessible, they’ve now taken the lead with kids as the preferred way to enjoy, explore and discover video content. In fact, 58% of kids in households with tablets have their own, making it even easier for them to watch the video content they want to watch, whenever and wherever they want.

TV as Punishment?
TV has become the ‘second’ or even third screen of choice for many of these kids – so much so that nearly 50% of parents say that when their kids misbehave, to punish them, they take away their tablet and make them just ‘watch TV instead’– creating a generation of kids for whom ‘TV is punishment.’

Additionally, when given the choice between dessert or more time on their tablet, 41% of parents say their child would choose the tablet over dessert, compared to just 33% choosing dessert over the tablet.

More Please…
And, in true ‘more is better’ fashion, kids are not limiting themselves to just one screen at a time – 56% of parents say it’s not unusual for their children to be watching different content on different devices at the same time – and 39% are, at times, watching the same content on different devices simultaneously.

This trend in media and platform preferences has implications for TV networks, cable and satellite companies, streaming services and content creators as they market and develop entertainment for the next generation.

Self-Directed Viewing is Here to Stay’
|As TV content providers watch their audiences rapidly shift from traditional viewing to streamed and digital, this study shines a light on kids as the ‘canary in the coal mine,’ showing a need to redefine audience reach expectations, programming and creative development, as well as measurement and monetization strategies sooner rather than later.

In effect, streamed content services are now eating into linear TV audience share, just as a large percentage of audience share shifted from broadcast to cable only a couple of decades ago – but at a more rapid pace and without a solution in place to measure viewing on new and preferred platforms.

In a meeting with a major network client the other day, I was earnestly asked – ‘Don’t you think that when they grow up, they’ll want to watch live TV just the way we do – or just turn the set on and channel surf?’ my response was ‘when they grow up, you’ll want to provide them with access to your content however they want to access it – on any platform or device, at any time and on their own terms – and the time to figure out how you’re going to do this is now.’

Robert Miner is the CEO and Founder of Miner & Co. Studio, an audience insights based strategic consultancy with a focus on trends, innovation, show concept development and brand positioning serving major television networks, content creators and digital video providers.

*Study included in-home ethnographies and a survey fielded among 800 moms and dads of kids ages 2 to 12 who live in the United States and watch at least some video content on a tablet and/or smartphone.

The margin of error is +/- 3.46% 3.4

Industry-Research

Magazine Apps Keep Publishers Profitable and Users Engaged

July 8, 2015 DCN

A new study released by Maz Publishing showcases strong profitability and user engagement in digital publishing. The findings presented by Maz, a digital publishing platform, is based on 139 million pages views from 1,030 magazine apps, like Conde Nast, Forbes, and USA. Maz’s analytic component is built into every app to track downloads, usage, user behavior, etc. This information was aggregated from 2013 to 2015 for this analysis.

Key insights include:

Bigger devices are still more popular. Close to two-thirds (63%) of all app sessions occur on a tablet.
Seven in ten users (70%) prefer private sharing of content over public. Within private sharing, 44% prefer using email, 26% save, 18% copy, 8% SMS and 4% use Evernote.
Readers of different genres (e.g. Business, Entertainment, Lifestyle and Sports) engage with apps differently. Sport app users are the most active; posting two times more on facebook than Business and Entertainment app users and tweeting two times more than Entertainment app users.
Total digital magazine views increased by 149% from 17.3 million in 2013 to 43 million in 2015.
App launches continue to grow, 44% growth on iPhone and 132% on iPad from 1Q 2014 to 1Q 2015.
Time Accessed, trial usage with an allotted time period, proved to have a high conversion rate.
Push notifications proved effective, two times more app downloads and sessions the day of notification.

PVgrowthmagapps — Digital magazine page view growth from 2013 – 2015.

Industry-Research

Native Ads Increase in Popularity and Price

July 6, 2015 Research Team—DCN

Research from Business Insider Intelligence finds that native ads perform better than non-native ads and so command higher prices.

The report from BI Intelligence examines each of the different native ad formats and looks at spending trends for each. BI finds that spending on native ads will reach $7.9 billion this year they predict that it will grow to $21 billion in 2018. According to BI, Social will remain the biggest slice of this spending but native-style display will grow its share rapidly.

According to the report’s author, Mark Hoelzel, key takeaways include:

Social native ads will account for the biggest share of native ad revenue during this time period, but native-style display ads will grow the fastest.
Social-native, including Facebook News Feed ads and promoted tweets on Twitter, will draw a majority of native ad revenue between 2013 and 2018.
Native display ads, like the splashy native ads on Yahoo’s news pages and apps, will see the fastest ramp-up.
Sponsored content, like some of the paid stories and sections on BuzzFeed and The New York Times (and Business Insider), has also attracted considerable attention.
Native ads perform better than traditional display. This is particularly true on mobile. Desktop native click-through rates (CTRs) averaged a respectable 0.15%, while native-mobile ads had CTRs over 1%, according to recent data from Polar Media Group and Celtra, respectively.
Consumers hold a generally positive attitude toward native advertising, according to survey data, but advertisers and publishers must ensure that ads are relevant and are purchased by trustworthy brands to avoid the risk of any mainstream backlash.

Industry-Research

Google Search Found to Censor Results

July 1, 2015 DCN

Tim Wu, once an FTC Advisor, twice cleared Google in 2012 and 2013 of search practices that favored its own results over the result of competitors. However, in Wu’s newly released study conducted in partnership with Yelp, a local review company, he takes an about-face claiming Google does in fact manipulates its search results. The report comes out on the heels of Google preparing its response to the European Union’s accusations that its comparison shopping product limits consumer options as well.

While the Yelp study does not disclose its full methodology, it does share the finding of 2,690 surveyed users randomly shown search results. The search results compared those of Google search to results in which external content was displayed. In all, 45% of those surveyed were more likely to click search results when they were more objective versus the Google-influenced material. Google’s responded to this study claiming the research is exclusively reliant on clicks and very limited in its scope. How this report impacts Google’s anti-trust issues remains to be seen.