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IAS Media Quality Report finds brand safety wins across the Americas, and ad fraud rates increase on desktop; while connected CTV ranks as most viewable ad format worldwide in H1 2021.

ad fraud
Tony Marlow, CMO, IAS

Integral Ad Science (IAS) released its H1 2021 Media Quality Report (MQR). Based on trillions of global data events, the report provides insights into the performance and quality of digital media worldwide.

“Our latest report points to significant brand safety wins for advertisers, especially in the Americas, as they focused on digital media quality efforts and preparing for a post-cookie world,” said Tony Marlow, CMO, IAS. “CTV continues to remain top of mind for marketers and again topped the viewability rankings worldwide offering strong opportunities to engage consumers. We observed other notable trends that brands can double down to address in the coming months, such as higher ad fraud rates on desktop.”

Several noteworthy trends emerged in the first half of 2021:

Advertisers in the Americas Achieved Big Brand Safety Wins

Brand risk dropped across all formats and environments globally — falling below 4% — as more advertisers adopted sophisticated brand suitability and risk prevention strategies. Display was the safest ad format, averaging brand risk rates of 2.4% on desktop and 2.6% in mobile web globally.

Brand risk for desktop display campaigns dropped in Brazil (-3.9pp), Mexico (-3.6pp), Canada (-3.4pp), and the U.S. (-2.4pp) – suggesting the growth of brand suitability tactics across the Americas. As more marketers across the Americas optimized away from violent content, these efforts helped push global brand risk for desktop display down 1.8pp annually to hit 2.4%. In the U.S., violent and offensive language accounted for 46% of brand risk, the first time that figure has dropped to less than half the total. Meanwhile in Canada, adult (7.2%) and violent (15.9%) content shares dropped to all-time lows. However, the share of brand risk linked to illegal drugs more than tripled in Canada to reach 36%, suggesting a higher tolerance for this content locally.

Europe Pushed Global Video Viewability Up, but CTV was Crowned Most Viewable

While consumers stayed at home – relying on their favorite screens to stay connected and productive in the first six months of 2021 – video ad viewability shot up across all environments and most markets globally. Italy topped the rankings for video ad viewability on desktop, at 85.1% with Germany close behind at 78.9%.

The U.S. stayed at the bottom of both lists.

Meanwhile Italy and France led in mobile web with viewability levels reaching 87.4% and 84.6%, respectively. By contrast, the U.S. stayed at the bottom of both lists netting just 68.2% and 67.6% for the same metrics. Meanwhile, CTV ads remained the most viewable format overall, reaching 93.2%, with benchmarks for all other video environments unable to break the 80% mark.

Time-In-View Rates Fall Globally

Average time-in-view for display campaigns experienced reductions across all environments. Worldwide average time-in-view for desktop display and mobile web display dropped 2% and 5% respectively, while mobile app display saw a nearly 25% reduction between H1 2020 and H1 2021.

Desktop display ads remained in-view more than any other format in H1 2021, averaging 22.67 seconds, despite a 0.47 second annual reduction.

Desktop display ads remained in-view more than any other format in H1 2021, averaging 22.67 seconds, despite a 0.47 second annual reduction. Indonesia (26.34 seconds), Mexico (23.70 seconds), and Singapore (21.96 seconds) topped the rankings for mobile app display time-in-view. However, France was the only market that showed gains, adding 1.34 seconds to reach 14.39 seconds.

Desktop Remains More Susceptible to Ad Fraud

Global ad fraud rates trended higher in desktop environments and lower across mobile. Optimized-against-ad-fraud levels rose by 0.2pp for desktop display and 0.4pp for desktop video, both reaching a 1% worldwide average. Ad fraud rates dropped 0.1pp for mobile web display and stayed flat for mobile web video, keeping mobile ad fraud rates at less than half the levels on desktop.

Argentina, France, Poland, and Sweden were the safest markets when it comes to mobile web display ad fraud, each reaching only 0.1% in H1 2021. Japan maintained the highest ad fraud rates in mobile web environments, with display reaching 2.3% and video reaching 2.9%. Without optimization tools and strategies, campaigns encountered ad fraud rates up to 13 times higher, depending on environment and format.

IAS’s H1 2021 Media Quality Report analyzed trillions of global data events from ad campaigns between January 1 and June 30, 2021 to offer an industry barometer for ad buyers and sellers to benchmark the quality of their campaigns and inventory.

The “The New Face of Local” report by Uberall & MomentFeed finds that consumers prefer a mix of online and offline experiences with a business, in a hybrid customer journey. Consumers prefer a consumer purchase journey that blends physical and digital experiences in a non-linear fashion.

Uberall, a global leader in ‘Near Me’ Marketing SaaS solutions, and MomentFeed, an Uberall company, released a new report, titled “The New Face of Local.” It explores how COVID-19 driven digital acceleration has given birth to a hybrid customer journey that mixes online and in-person behavior when shopping locally.

“Our report shows that as economies re-open, consumers are much less likely to distinguish between online and offline, and instead prefer a customer journey that blends physical and digital experiences in a non-linear fashion,” said Nick Hedges, Chief Strategy Officer & EVP North America, Uberall.

The report features survey responses from over 1,000 U.S. consumers and analyzes the local online performance of nearly 80,000 business locations.

Customer JourneyGoogle #1 for Local Business Information

The overwhelming majority of consumers (69%) use Google to find local business information, including reviews. However, more than 20% also use Apple Maps, Yelp and/or Yahoo to find information about nearby businesses. Industry-specific websites and apps (e.g. travel, real estate, restaurants) are also important, with one out of five using these platforms.

“Google is the center of gravity for local search but it’s not the only site consumers turn to for local information,” said Greg Sterling, VP of Insights, Uberall. “People use a range of directories, sites and apps, which often change by industry or category.”

Customer Journey: Local Stores Remain Important

Despite the significant growth of e-commerce over the past year, less than 18% of US consumers prefer to research and buy products exclusively online. By comparison, 74% rely on stores at some point during their purchase process, even if the transaction ultimately happens online. Indeed, a little-understood fact is that stores support e-commerce: 66% of consumers are more likely to buy something online if they can return it to a local store.

66% of consumers are more likely to buy something online if they can return it to a local store.

“This is a strong indicator that consumers want a real-life experience in their customer journey – whether to evaluate the physical product in a store and/or the convenience of being able to take it home the same day,” said Hedges. “Though the internet is having a profound impact on consumer decisions, both enterprises and SMBs need to understand the relationship between online and offline behavior to succeed going forward.”

Non-Branded Searches Initiate More Customer Journeys During Covid

Already the majority of searches, Uberall found that non-branded search queries became even more dominant during the pandemic. Non-branded search is the what (“bookshop near me”), before the who (e.g. “Barnes & Noble near me”).

“The increase in non-branded local searches is a complex phenomenon, largely driven by the value consumers place on proximity, immediacy, and convenience,” said Hedges.

Customer Journey

Engagement with Online Business Listings in 2020 was Flat; 2021 Data Indicates Rapid Recovery

COVID disrupted normal consumer activities in 2020 and the customer journey. Safety protocols and related restrictions dramatically reduced or eliminated in-person business visits in the U.S. That led to a 1% decrease in click-to actions on business listings in search (calls, clicks, directions). However, Q1 2021 saw a big uptick in engagement and actions, an upward trend that will likely continue throughout 2021 as businesses reopen.

The data shows that Americans are willing to go out of their way in many cases to support local businesses that they trust.

The data shows that a return to in-person shopping is slowly but surely reaching pre-pandemic numbers,” said Hedges. “Furthermore, the importance of local stores can’t be understated. The data shows that Americans are willing to go out of their way in many cases to support local businesses that they trust.”

Some Industries Fared Better than Others

As consumers reduced or stopped visiting stores and indoor venues in 2020, industries like finance, retail, and government fared better in terms of click-to actions on local listings. They were able to deliver alternative customer experiences over the phone or through their websites.

  • Government saw the biggest increase in local listing engagement, with a 93% overall increase in actions taken from local listings, and a 115% increase in clicks to websites. This suggests citizens were seeking information from government officials on the latest regulations and restrictions, testing and vaccinations, unemployment, and more.
  • Retail saw a 58% increase in clicks to websites, indicating a big e-commerce marketing shift.
  • Financial and leasing services grew by 10% with the largest shift going to click to call.

In the restaurant, entertainment and travel categories, which were heavily impacted in 2020, there was a decrease in listings engagement and online actions across the board. Conversions for many of the companies in these industries depend on in-person experiences that are difficult to directly replicate online.

  • Travel saw the greatest decline in actions at -47% year-over-year, not surprising given extensive travel restrictions in 2020.
  • Social and entertainment industries were also greatly impacted with a -32% year-over-year decrease.
  • Restaurants fared better, given the ability of many to pivot to online ordering, takeout and delivery; however, there was still a decrease in actions of -18%.

Customer Journey

‌As more people incorporate hybrid shopping behaviors into their customer journeys, in an evolving and unpredictable environment it’s critical for businesses to bring more of the in-person experience online and to integrate online and offline assets to deliver consistent customer experiences across channels.

For more information and to download the report, please visit this link.

Last week Salesforce released the seventh edition of its influential State of Marketing report. The report and its companion Tableau dashboards, based on a survey of over 8,200 marketers across 37 countries, offer a snapshot of how strategic priorities and challenges, marketing tactics, and technology are transforming against a backdrop of economic and social change.

Here are a few sample insights:

Amid turbulence, marketers are optimistic about the future

For the vast majority of marketers, the events of 2020 and 2021 have changed nearly every facet of work. From the (overwhelmingly digital) channels they use to engage customers to their internal workflows, there’s not much that looks like its pre-pandemic self.

state of marketing

 

 

 

Yet despite the discomfort that change may bring, marketers remain an optimistic bunch when it comes to the future of their jobs and their business impact. Case in point: 77% of marketers feel that their work provides greater value than it did a year ago, and 66% foresee revenue growth at their company over the coming 12 to 18 months.

Marketers are embracing more (and more sophisticated) metrics

Forced to cater to an even more digital-first base of customers and prospects whose priorities and challenges transformed at breakneck speed, marketers over the past year experimented with the strategies, tactics, and methods with which they engage. As such, the profession became more KPI-oriented as marketers sought to understand what works in a radically changed world — and what doesn’t.

78% of marketers state they have changed or reprioritized metrics due to the pandemic. While marketing KPIs saw increased tracking across the board, customer referral rates, customer acquisition costs, and content engagement saw the biggest year-over-year jumps in adoption.

The value of video as a marketing channel, among others, has surged

A separate, related study recently estimated that 60% of customer interactions would take place online in 2021, up from an estimated 42% in 2019. This rapid acceleration of the shift to digital engagement has prompted marketers to reevaluate which channels warrant increased — or decreased — investment.

Unsurprisingly, as customers and prospects spent time under various phases of lockdown with their devices, digital marketing channels have seen even greater appreciation than before. Video — be it through YouTube, Twitch, or a recorded webinar — saw a particularly large boost in value. With 81% of consumers and business buyers expecting to spend more time online after the pandemic than they did before, there’s little reason not to expect this trend to continue

The value of video as a marketing channel, among others, has surged

state of marketing

Even what could arguably be the most analog marketing channel of all — events and sponsorships — is expected to make a permanent digital shift. Marketers expect 40% of their events to be virtual in 2022, with an additional 30% a hybrid of virtual and in-person.

As the value of cookies declines, marketers are reprioritizing data sources

As customers’ digital expectations skyrocket, reaching the right target, at the right time, on the right channel is becoming more and more challenging. Marketers are turning to various data sources and associated technologies to inform or even automate their processes. In fact, B2B marketers use an average of 12 customer data sources, and B2C marketers use an average of nine.

As technology providers and governments put increased restrictions — or even outright bans — on the cookies that digital marketers have relied upon, the relative value of those data sources is evolving. Known digital identities, second-party data, and inferred interests/preferences saw the biggest jumps in popularity since 2020, whereas offline identities and anonymized digital identities saw the biggest declines.

state of marketing

Marketers are embracing a work-from-anywhere mentality

Among the many changes businesses experienced during 2020 and 2021, perhaps none is as consequential as the shift to working from anywhere — be it an office, home, or elsewhere. 82% of marketers say their companies are adopting new policies around remote work, with hybrid scenarios generally favored as the expected post-pandemic scenario.


This shift, viewed as a boon for employee wellbeing and productivity, is not without its challenges. For example, 69% of marketers say it’s harder to collaborate now than it was prior to the pandemic. To meet this challenge, 78% of marketers say their organizations have adopted new collaboration technologies during this period.

Download the full State of Marketing report for complete insight.

 

MarTech Investments in 2021 and beyond. The share of brands who choose the Customer Experience  MarTech category as their main area of investment over the next 18 months grew by more than 150% compared to our 2020 survey.

Portada Insights Report: What Brand Marketers Need from MarTech in 2021 and Beyond!

Our Portada Insights report “What Brand Marketers Need from MarTech in 2021 and Beyond” includes the aggregated results of brand marketers preferences in MarTech investment categories over the next 18 months. Results are broken down by the 5 Top MarTech investment categories and geographically (U.S and Latin America). Additionally, results for the top two categories  (Advertising & Promotion and Customer Experience) are broken down.

200 brand marketers in the Portada network throughout the Americas were polled. The survey took place in December 2020 and January 2021.

The 20 page report also includes qualitative statements of  brand marketers interviewed by Portada as well as advice and best practices from a select group of marketing service providers on how to best leverage marketing technologies.
Below are the key results of the report:

  • The share of brands who chose the Customer Experience  MarTech category as their main area of investment over the next 18 months grew by more than 150% compared to our 2020 survey. This increase is related to the acceleration of digitization and e-commerce propelled by the COVID-19 pandemic.
  • Regionally, the increase of the expected investment in MarTech related to Customer Experience is more pronounced in Latin America compared to the U.S.
  • Advertising & Promotion continues to be the leading category in the U.S. and is the second one in Latin America. The advent of Internet privacy regulations has increased the need of brands to invest in technologies that foster first-party data capture-maintenance and analysis as well as in technologies that are viable in a cookieless world including contextual targeting.

DOWNLOAD the 20 page report!

 

Email newsletters have long been regarded as one of  digital marketer’s best friends. The reasons for that are not hard to fathom. The “The State of E-mail Newsletters:2021 and Beyond” by What If Media Group, sheds new light on how consumers interact with email newsletters.

For brands, email newsletters represent a rare opportunity to get regular exposure to consumers who have opted-in to hear more about what their company has to offer and represent the perfect customer nurturing and retention tool. Also, automated email open rates and conversion have skyrocketed during the pandemic.

For media outlets, meanwhile, they represent an opportunity to drive both subscription and ad revenue. And, if you need another reason to love newsletters, consider that, according to Campaign Monitor, it’s possible to achieve an ROI of up to $44 for every $1 spent, thanks to advanced segmentation, personalization, and campaign triggers.

Looked at from the other side, however, it can be tempting to wonder: what do consumers get out of it? Why would someone sign up for a service designed to serve them ads or direct their attention to a company’s messaging on a regular basis?

The answer, of course, lies in the content. Or, to be more specific, the free content. A recent What If Media Group study of more than 9,300 U.S. consumers found that 84.1% of consumers are not willing to pay a subscription to access the type of content they like to read the most—a situation that has helped to contribute to the heavily ad-reliant landscape that many email publishers find themselves in. That said, nearly half of consumers subscribe to at least one email newsletter for news and entertainment, with most subscribing to an average of 2 or 3.

email newsletters

For those who are willing to pay, the majority of consumers place the value of online content at less than $10 per month. Although publications such as the Wall Street Journal and, recently, the New York Times, have found success in subscription models for their content, the subscription-based model opportunity for smaller publishers is practically non-existent, making the industry as a whole unlikely to move away from an ad-supported model any time soon. Indeed, when asked in the What If Media Group survey, consumers were specific about that fact: almost 80 percent noted that they would prefer to access free content with ads as opposed to paying extra for an ad-free experience.

80 percent noted that they would prefer to access free content with ads as opposed to paying extra for an ad-free experience.

Of course, for marketers, the ads themselves are the most important piece of the puzzle—and the What If Media Group data suggest that there are significant opportunities for advertisers and publishers to improve their performance and derive greater returns from this valuable avenue. For example, just 13.1% of respondents rated the email newsletter ads they see as being “very relevant” and targeted, with a further 32.4% rating theirs as “somewhat relevant.” That leaves a majority of respondents—54.5%–either oblivious or actively repelled by the ads they see, a statistic that seems to represent a significant failing—and a major opportunity—for those in the business of understanding the needs and preferences of their audiences.

email newsletters

Underlining the importance of getting it right, those same respondents also rated the effectiveness of the ads they did notice quite highly: 56.4% felt that email newsletter ads were either very or somewhat influential on their shopping decisions (a significant finding, given that often consumers are demure in being open about the importance of advertising to their purchasing habits).

email newsletters

With all of that in mind, it is clear that email newsletters continue to represent a significant opportunity for marketers to reach the exact audience they need—and that the need to better understand those audience lies at the heart of their ability to reach the full potential the medium has to offer. But make no mistake: this is not a question of doing more advertising without more targeting, the correct use of marketing technologies (e-mail newsletter system and its integration into the rest of the stack) continues to play an important role.

Email newsletters continue to represent a significant opportunity for marketers to reach the exact audience they need.

As the What If Media Group data clearly illustrates, the path to success lies in achieving buy-in from an audience that is willing to trade their attention for free content. As such, the quality of that content is one driver of success; the quality of audience data is another. The key to achieving maximum ROI, however, lies in combining both.

Methodology

The What If Media Group survey was conducted online within the United States, from December 20 – 21, 2020, among 9,313 adults. Respondents were randomly selected and the findings are at a 99% confidence level with a margin of error +/- 2.5%. What If Media Group’s proprietary ad-serving technology includes a real-time survey module that was used to facilitate the data collection for this study. Data was weighted to the 2010 US Census.

GlobalWebIndex (GWI) published the findings of its extensive research into the global consumer trends that are shaping not just consumer behavior, but also their feelings, motivations, and attitudes now and for the year ahead.

The annual ‘Connecting the dots’ report, compiled from 700,000 interviews across 46 countries, explores how internet users are changing the way they act, think, and feel, in line with events around the world.

Livestreaming commerce is rising as the new medium for online shopping.

global trend 2021
Jason Mander, Chief Research Officer at GWI.

“2020 has spanned a pandemic, global lockdowns, the Black Lives Matter movement, extraordinary wildfires in Australia and the Americas, the rise of TikTok, US elections, to name but a few. The world has changed, and so have consumers. Through Connecting the dots, you won’t just know what the biggest behavioral shifts were in 2020, you’ll see what’s been driving them, and how to take advantage. This, coupled with a harmonized global perspective, can help give confidence that what you’re seeing isn’t just a regional fad. In an era defined by universal change, context is king. Without it, distinguishing between hype and reality is even more difficult” said Jason Mander, Chief Research Officer at GWI.

Connecting the dots 2021: Zero in on what matters

Explaining the report’s scope, Jason Mander said: “We zoomed into consumers around the globe, and connected the dots to identify eight key trends. From new flexible working patterns to livestream digital shopping, ethical consumerism, mental health and coronavirus, one thing is clear; uncertainty rules the day. Against this complexity, this report provides clarity and perspective. We identified both best and worst case scenarios to help us all navigate our way through 2021 to stand out and meet the expectations of the global population.”

One thing is clear; uncertainty rules the day.

These are the key trends to watch out for in 2021:

A green awakening: make sustainability part of the recovery in 2021 

The first wave of lockdowns had an unexpected upside: we began a new chapter in our relationship with the environment. However, any gains look set to be wiped out as normality returns. Cynicism is also set to make a comeback. Consumers have gone from seeing a bright future ahead to feeling pessimistic – and this backlash will ensure green values are a hot topic through 2021 and back on top of the agenda.

Environmental optimism since COVID-19
% of global internet users who say the environment will get better in the next 6 months
Q3 2019Q4 2019Q1 2020Q2 2020Q3 2020
4142415346

The digital storefront: how livestreams will support ecommerce 2.0

The explosive growth of TikTok, the rise of influencers, and the need for brands to distinguish themselves online. Livestreaming commerce is rising as the new medium for online shopping. This will be a new battleground for retailers and may bring community and entertainment to ecommerce – elements it currently lacks, yet consumers state it would encourage them to buy products. As shopping becomes increasingly digitized, livestream commerce is a key way to create a more interactive, entertaining experience that consumers crave. More about ‘the digital storefront’.

It’s a kindness magic: brand purpose will need to shift

As the COVID-19 crisis develops, businesses will need to think through their responses beyond short-term crisis management. This includes building new ways of doing business that bake in kindness and empathy at their core. Serving up PPE and hand sanitizer worked well at the time, but next year will need more focus on individual consumers and how to support them during times of hardship.

New expectations on brands 
% of internet users in 7 countries who want brands to put more focus on the following 
Supporting people during COVID-1956%
Being eco-friendly51%
Supporting/being vocal about social causes (e. g. equal rights, poverty etc)41%

More than lockdown blues: the looming mental health crisis

The effects of the current health crisis will usher in another one in 2021 – the mental health crisis. Businesses will need to take the same proactive approach that they deployed in the early stages of the corona meltdown. When asked what consumers are more concerned about,  almost a third (31%) stated mental health and wellbeing compared to 29% who said a COVID-19 vaccine.

All work, no play: the 9-5 model is sapping productivity

Looking ahead, bosses will be torn between pulling the troops back in or continuing with remote working. The latter may be the smarter decision. Not only can it whip up business performance during an uncertain time, but also boost productivity and employee satisfaction – when combined with flexible working. Office staff are 32% more likely to say they are allowed to work from home since 2019. In comparison, there’s just a 5% increase in those stating that they are now more likely to work flexible hours.  

Coming of age: a generation-defining year for Gen X and boomers

2020 is a “generation-defining” year. This is especially true for the mature age groups. Generation X and baby boomers have increased their reliance on the internet and online shopping, which looks to be permanent. As many populations are aging, the older groups’ market power is soaring. Their decisions and behaviors will be more impactful than you might think. Online grocery shopping alone in the U.S. has grown by 57% among Gen X and baby boomers since Q3 2019.

Data for good: nurturing the new relationship between consumers and online privacy 

The hot topic of data privacy seems to be cooling off as we head into 2021. In the recent past, scandalous exposures have fueled an ever-growing concern among consumers. But with the advent of contact-tracing apps, consumers are more accepting of data as a public good. In 2013, 56% of internet users were concerned about the internet eroding their personal privacy. By 2019, this had climbed to 61%. Fast-forward to 2020, however, and the pattern has muddied. Some privacy concerns have actually declined in the wake of COVID-19. As Google prepares to kill off the cookie, publishers might just have a new way to influence consumers with the value of first-party data.

There’s no place like home: the pandemic is reshaping city life  

Many predicted that COVID-19 would lead to the death of the city. If you can work from home, why not move to the countryside? But actually, research highlights that most countries are still urbanizing, with cities in the west evolving, not dying. Night-time and service economies have been badly hit, but city dwellers will come to value other aspects of their environment, from the local neighborhood stores to their home interiors.

The Big City Appeal
% of urbanites in the following countries who would choose to continue living in the city
IndiaChinaBrazilGermanyUKFranceUSA
90%88%83%79%74%71%70%

Methodology: 

  • GWI’s Connecting the dots 2021 trend report figures are drawn from its online research among internet users aged 16-64*. The figures represent the online population of each market, not its total population. Each year, GWI interviews over 700,000 internet users via an online questionnaire for our core dataset.

*GWI USA is representative of internet users aged 16+

Connected TV Advertising Investment is growing at triple digit figures in 2020. Yet, the level of investment is nowhere near the CTV audience number, which is already larger than that of Pay-TV. Media buyers at Starcom USA and GroupM tell Portada that better reporting and more sophisticated measurement options are key to further growth.

David Queamante, SVP, Client Business Partner, UM

“The shifts in media properties were in some ways, driven by the audience’s shifts in consumption. More streaming options were considered, and more eCommerce partners were rotated in, ” David Queamante, SVP, Client Business Partner, UM and responsible for developing and implementing the national media strategy for Quicken Loans, tells Portada.

CTV Advertising Investment is Skyrocketing…

  • Roku, which is turning into something like the “cable box” of streaming TV, last week announced that Roku’s Platform business – which includes advertising and content distribution revenue – saw its strongest quarter in the segment’s history, with revenue leaping 78% YOY to US $319 million. Roku attributed the record numbers to strong growth in advertising as brands embraced connected TV advertising platforms, and the number of first-time advertisers more than doubled in Q3.
  • Demand side platform The Trade Desk reported in its Q3 earnings that programmatic CTV ad investment on its platform grew by 100% YoY, substantially helping overall revenues to increase from US $164 million to US $216 million in the third quarter of this year.
  • Magnite a sell-side ad platform that encompasses Rubicon Project and Telaria, announced last week that CTV ad revenue was up 51% year over year to US $11.1 million.
  • Regarding ad impressions, according to the latest report from omni channel advertising platform Innovid, CTV ad impressions grew 55% year-over-year from 2019 for the third quarter.

… but in 2021 CTV Advertising Investment will still only amount to 15% of Total TV Advertising …

Darcy Bowe
Darcy Bowe, SVP, Media Director at Starcom USA

“We analyze audience trends and are seeing that audiences continue to move to CTV platforms. This trend has been occurring steadily for the past few years, but has increased exponentially with the pandemic as people stay home more and seek out new content,” says Darcy Bowe, SVP, Media Director at Starcom USA in Chicago. “With increased CTV viewership, and the continued decrease of linear viewership, it is important that we evolve our media plans to follow people where they are watching content – and in turn, where they are more likely to see our clients’ ads,” Bowe adds.

CTV household penetration is lies at 80% and  Pay-TV’s at 62%.

In fact, in 2020 the number of CTV households has become substantially larger than the number of PTV households. US. CTV household penetration is currently approximately 80% , while pay-TV (cable and satellite) penetration lies at 62%. Of course, this has led to a surge in CTV advertising investment, because ad dollars chase eyeballs. Still, even taking into account the current high growth rate, EMarketer estimates CTV ad spending will reach US $10.81 billion in the US in 2021 – up 56% from two years earlier, and representing around 15% of total US TV ad spending. This makes little sense when you consider that U.S. consumers watch more CTV than PTV.

Despite the high growth rate, CTV ad spending is expected to only represent 15% of total U.S. TV ad spending in 2021.  

… and Media Buyers Ask for Improved Reporting and Measurement

One of the reasons CTV advertising investment is not growing at an even higher rate is that the inventory is fragmented, making it difficult to measure and plan. Ad fraud and frequency capping are other serious concerns. Advertisers often do not get the same level of reporting in their CTV campaigns compared with linear TV as CTV reporting often centers around ad-impressions. “When you do a TV buy, you know the pod position you’re in, you know the time your commercial ran, you know the show, you know the content of the show, which episode number it is. We need that same level of detail that we’re accustomed to,” Jessica Brown, director of digital investment at WPP’s GroupM, recently told Beet.TV.

Starcom’s Bowe adds that  “more sophisticated measurement options are key – and that will allow us to measure viewership and frequency across screens more easily. It’s important to understand when a person sees our ads across Linear TV and CTV, let alone across all screens. However, we are already starting to see the impact of co-view measurement in our media plans as we’re able to understand the total number of impressions CTV campaigns are delivering vs. relying on the number of ads served as a proxy for impressions.”

We are starting to see the impact of co-view measurement in our media plans as we’re able to understand the total number of impressions CTV campaigns are delivering vs. relying on the number of ads served as a proxy for impressions.  

 

Ecommerce marketing automation platform Omnisend, recently published its Email & SMS Marketing Stats & Trends Report (Q2 2020) . The results of the study provide interesting insights on e-commerce consumer behavior towards email, SMS and push marketing messages during the pandemic. One insight is that consumers gravitated toward trusted channels such as email marketing when doing their online shopping.

Omnisend analyzed email send data for over 2.4 billion emails sent from the Omnisend marketing platform during Q2 2020. They also looked at more than 1.8 million SMS and push messages sent through the Omnisend platform. The data below includes sends, opens, clicks, and conversions from April 1st through June 30th for both 2019 and 2020.

Email Marketing Performance

Email Open Rates:

Email open rates increased year-over-year for both promotional campaigns and automated messages during the second quarter. Promotional campaigns (traditional scheduled messages) registered an overall open rate of 10.85%*, a 29.37% lift compared to the same period in 2019.

This increased performance is not entirely surprising. As we saw in the COVID-19 email marketing metric report, when consumers increased their online shopping they turned to trusted marketing channels like email as a source of product discovery and awareness.

When consumers increased their online shopping they turned to trusted marketing channels like email as a source of product discovery and awareness.

Email Rates

Online DTC brands who don’t send these types of messages because their ecommerce platform isn’t integrated with their email provider are missing a huge growth opportunity.

Type of Automation

Open Rate

Lift Over Campaigns

Product Abandonment

51.64%

375.90%

Cart Abandonment

30.58%

181.84%

Browse Abandonment

26.34%

142.75%

Post-Purchase

24.58%

126.52%

Welcome

23.80%

119.34%

Birthday

23.22%

114.00%

Lapsed-Purchaser

22.11%

103.77%

* List management, send cadence, and the use of Booster sends (remails) on a per-client basis impacts promotional campaign open rates—often resulting in lower overall numbers. For instance, it is common for remailed messages, because they specifically target non-openers, to receive roughly half of the open rate as the initial send—therefore reducing the overall open rate.

Email Click Rates:

While promotional campaigns saw a decrease in click rates, the same cannot be said for automated messages. Automated messages generated a 21.24% click rate, marking a 15.37% YoY lift over automations in 2019.

Email Rates

When comparing click rates in Q2 of this year, automated messages see an improvement of 49.36% over scheduled promotional campaigns, with birthday, cart abandonment, and welcome emails leading the way.

Type of Automation

Click Rate

Lift Over Campaigns

Birthday

24.08%

69.33%

Cart Abandonment

20.85%

46.62%

Welcome

19.74%

38.82%

Product Abandonment

18.83%

32.41%

Post-Purchase

16.33%

14.87%

Browse Abandonment

15.76%

10.85%

Lapsed-Purchaser

15.50%

8.98%

Email Marketing Conversion Rates:

Overall, the conversion rate for promotional email marketing campaigns was 5.37%—an 88% year-over-year lift. Maybe more promising for brands is that the conversion rate increased each month of the quarter, hinting at an increased reliance on not only ecommerce but email marketing as a primary purchase channel.

This behavior is indicative of intent-based shopping. Instead of consumers clicking on an email and casually browsing the website, emails had to ‘earn’ their clicks—but once the subscriber clicked on the email their intent to purchase was higher.

Email Rates

Most importantly, automated messages drove 26% of the email marketing conversions while accounting for less than 2% of the email sends. Online brands should look to automation as a major component for increasing their sales.

Type of Automation

Conversion Rate

Lift Over Campaigns

Welcome

48.35%

799.88%

Cart Abandonment

25.37%

372.28%

Lapsed-Purchaser

20.96%

290.08%

Post-Purchase

17.06%

217.54%

Browse Abandonment

16.06%

198.88%

Product Abandonment

14.22%

164.60%

Birthday

10.45%

94.46%

 

Overall Campaigns and Automation Performance:

Scheduled promotional campaigns made up 98% of the email volume sent during Q2 2020. These campaigns saw YoY increases in open and conversion rates, while click rates slightly decreased.

Campaign Email Performance Q2 2020

The worst-performing automated message, in terms of conversion rate, still saw a rate nearly double that of promotional campaigns.

The numbers don’t lie — automated lifecycle messages are powerful sales enablers for ecommerce businesses. Even though these messages accounted for less than 2% of the email marketing volume sent during Q2, they generated 26% of the conversions. In fact, the worst-performing automated message, in terms of conversion rate, still saw a rate nearly double that of promotional campaigns. Online businesses who fail to utilize automated lifecycle messages are limiting their growth potential.

Automation Message performance Q2 2020

For more insights including Transactional Performance, SMS and Push Message performance as well as E-commerce takeaways, please click here. 

Portada Insights Reports are tools that help navigate different disciplines of marketing for both brand marketers and marketing service suppliers. Portada’s new report, ‘Innovative Approaches to Property and Media Rights Evaluation’, sheds light on how brand marketers can better evaluate and implement sponsorships and partnerships. 

 

Even though most brands know the value of a good sponsorship, most companies struggle to align their partnerships with the brand’s objectives. Negotiations tend to be complicated, and success measurement a great deal more so. In spite of this, sponsorships spending has increased steadily in the latest years. Brands everywhere partner up with all sorts of properties, from sports and entertainment to arts and social causes, but it’s still a challenge to truly measure ROI and know where the value is.

Portada is thrilled to announce its newest insights report titled Innovative Approaches to Property and Media Rights Evaluation’, which offers a fresh perspective into sponsorship evaluation and gathers insights from Portada’s Council System of Brand Marketers.

The report includes:

  • Data showing growth of sponsorships per property in North America
  • Data showing the challenge of ROI measurement
  • Challenges and opportunities as seen by brand marketers
  • Practical examples and lessons learned
  • Solution approaches

Fresh Out of the Oven, Download Now

If you are a brand marketer, download here.

If you are a marketing services vendor, download here.

 

 

 

Portada Insights Reports are tools that help navigate different disciplines of marketing for both brand marketers and marketing service suppliers. Portada’s new report, ‘How Brands Engage U.S. Hispanics: New Segmentation Approaches’, sheds light on how brand marketers can better reach this multicultural segment.

 

Even though Hispanics account for about 17% of the U.S. population, and in spite of their demonstrated buying power and high indexes of technological adoption, most companies still struggle to come up with appropriate multicultural marketing strategies. The need to implement new, more efficient segmentation approaches to engage and retain the U.S. Hispanic consumer is becoming more pressing.

Consequently, Portada has compiled a series of insights that shed light on how brand marketers can face the new multicultural reality. The new Portada Insights report, titled How Brands Engage U.S. Hispanics: New Segmentation Approachesprovides a fresh perspective on the media advertising expenditures reaching Latinos in the U.S. In addition, it shares the results of research conducted throughout the year at closed doors with the Portada Council System members.

“As the United States get more diverse and more complex from a consumer behavior perspective it has become an imperative for brand marketers to develop new segmentation approaches to target multicultural consumers; particularly the U.S. Hispanic consumer. This Portada Insights report is an example of how our knowledge-sharing and networking platform, the Portada Council System, works on innovative approaches for brands to engage consumers in the multicultural United States,” says Marcos Baer, president of Portada.

 

The Portada Insights report How Brands Engage U.S. Hispanics: New Segmentation Approaches includes:

  • Thought Starters
  • Data reflecting the new Hispanic reality, including Hispanic-targeted English-language and Spanish-language media expenditures and forecasts based on research by Portada.
  • Challenges and opportunities in deriving new segmentation approaches as seen by brand marketers
  • Practical examples of why the changing identity features of Hispanics can be a major challenge for marketers
  • Solution Approaches

 

Fresh Out of the Oven, Download Now

If you are a brand marketer, download here.

If you are a marketing services vendor, download here.

 

 

Portada expects Latin American-Panregional Marketing expenditures to reach US$ 740 million in 2019. Miami continues to be the main panregional marketing and media hub, although Mexico City and other centers have an increasing weight. This is one of the insights of the just-published 2019-2020 Panregional Marketing and Media Report, which provides Latin American Panregional Marketing Expenditures forecasts for the 2019-2024 period.

Portada’s 2019-2020 Panregional Marketing and Media Media Report provides data, intelligence, insights, and forecasts about the Latin American Panregional Marketing Services sector from 2019 to 2024. A major tool for corporate expansion into Latin America and sales-planning/intelligence for marketing vendors offering services to major brands targeting the Latin American consumer. The 75-page report, which includes a market volume and growth forecast model based on a survey of more than 100 brand and media agency executives conducted by Portada, answers a myriad of questions including the 7 below:

1. What is the size of the panregional marketing sector?

The overall actual Latin American Panregional Marketing Services Sector, understood as decisions taken out of several marketing hubs (*see question 2) including Miami, Mexico City, New York, London and others, has a volume of approximately U.S $ 740 million a year (2019), according to the report. Measured in influence, although not necessarily in direct purchasing power, the brand and media agency executives located at those centers influence approximately US $2.26 billion a year (see chart below.)

Panregional Marketing Expenditures
Actual and “Influence” on Panregional Marketing Expenditures

 

 

2. How is panregional marketing defined? (*)

Panregional marketing is understood as marketing services purchases for two or more Latin American countries by clients (brands) or media agencies located outside of those countries.

3.Which city is currently the largest hub for panregional marketing?

Miami/South Florida is the largest hub followed by Mexico City, New York, London and Sao Paulo. The report provides overall market volumes for marketing decisions taken out of the above hubs from 2016 to 2024.

4.What media category is increasing its share of panregional media buys?

The structure of the panregional media buy out of Miami has changed substantially over the last decade with Pay TV- ten years ago the clear leader – only capturing 20% of the share in 2019 and digital media increasing its share to 60%. The 2019-2020 Panregional Market and Media Report includes expenditures and market share forecasts  (2016 to 2024) for the below market services types (both overall as well as for Miami/South Florida):
Outsourced Content Marketing Services
Outsourced Social Media Related Services
Public Relations Services
Media Planning and Buying Services
Paid Media (Overall)
-Print
-Pay-TV (Cable and Satellite)
-Out of Home
-Radio
-Sponsorships
-OTHER (Including: Movie
-Advertising, Inflight, In-Game
Advertising)
Digital
-Social Media
-Search
-Display
-Video
-Audio Advertising

5. Does the 75-page research report also provide intelligence on Panregional Marketing Expenditures on the brand/client side?

Yes, the report displays  Panregional Marketing Expenditures volume forecasts (2019-2024) for the below ad  -categories.
-IT/Electronics
-Studios/Entertainment
-Financial Services
-Telecomm
-Cosmetics/Fragrance
-Luxury
-Travel/Tourism
-Beverages
-CPG
Other (including Automotive, Education
and Health Services)

6. What other brand related intelligence does the 2019-2020 Panregional Marketing and Media Report provide?

Dozens of examples of panregional (Latin American) marketing decisions by Fortune 1000 companies are provided. Intelligence includes the description of different ways companies structure their marketing organizations targeting Latin American consumers and their marketing decision making as well as from what hub (e.g. Miami, Mexico City, New York etc..) these decisions are made out of.

7. What else does the report provide?

The report also discusses the advantages and disadvantages of Miami as a panregional media hub, according to more than 100 major brand and media agency executives interviewed by Portada.

The 2019-2020 Panregional Marketing and Media Report is a major tool for corporate expansion into Latin America as well as sales-planning/intelligence for marketing vendors offering services to major brands targeting the Latin American consumer. To get more information about the report, please contact Sales Coordinator Michelle Lopez.

 

What: Viant has published the results of its TV Viewability study, in which it analyzes device ownership and distraction factors. The answer, concludes the study, is a cross-channel and retargeting strategy.
Why it matters: Never-before-seen media fragmentation forces advertisers to compete for even a few seconds of the consumers’ attention. Knowing their viewing habits helps marketers understand how to reach them more effectively.

As the title of Viant‘s study on TV viewability suggests, we’re living in the age of distraction. For today’s viewers, it’s pretty normal to sit in front of a television without paying any attention to it because they’re scrolling through social media on their smartphone and perhaps shopping on their tablet, all at the same time. Communication, just as people’s daily lives, moves at a faster pace than ever. We want only the essential information as quickly as possible, and then we move on to the next thing.

According to the study, the average U.S. household has 13 connected devices. It seems that as the number of screens rises, attention spans decrease, which makes it more difficult for marketers to break through the clutter. In fact, 82% of marketers believe TV viewers’ second screens and/or advertising clutter are limiting the success of their television advertising campaigns. Because TV advertisers still base their decisions on an ad being shown without considering whether it’s actually seen, Viant introduced the concept of TV viewability, “the notion that today’s consumers are increasingly difficult to reach via linear television advertising, thanks to the many connected devices and technologies available as they’re sitting down at home, ostensibly, to watch TV.”

The solution to this problem, concludes the study, lies in a cross-device, people-based approach. Marketers’ only option today is to leverage TV viewers’ increasing alternatives to linear TV, especially over-the-top (OTT) content. 86% of marketers agree that it’s getting harder to grab a consumer’s attention with television advertising alone, and 57% reported that their 2018 planned spend on linear TV was the same or less than in 2017. To drive meaningful impact, marketers must connect with consumers seamlessly across all of their devices.

Most People Watch More Than One Screen Simultaneously

According to Viant’s study, adults in the U.S. spend more time in front of their TVs than any other media, though a growing segment is consuming commercial-free OTT content like Netflix and Amazon Prime, and others are using their DVRs to record programs for later viewing, most likely skipping commercials. The vast majority is also reaching for companion devices while the TV is on.  They’re engaging with their devices as much during TV programming and commercials as they are during the 30-minute window before and after.

The challenge for advertisers is that TV viewers might be physically present while commercials air, but they’re distracted by any number of options available on their laptops, tablets or smartphones: they’re shopping, playing games, reading news, checking email, etc.

A Cross-Device Approach Drives Higher Conversion

For the previously mentioned reason, marketers need an omnichannel approach to their target audiences, keeping in mind that people are connected to more than one screen at any time. As the study says, “It’s critical to acknowledge that customers switch between screens constantly and also use them simultaneously. A seamless experience across devices is all but mandatory, for both the advertiser and the customer.”

57% of marketers said they planned to spend the same amount or less on television advertising in 2018, but Viant found that people who saw a TV ad and were then targeted with a digital ad were 72% more likely to convert within a day. In spite of this, more than a third of marketers report never having run a campaign in which they retargeted viewers of TV ads on a companion device. 66% percent of marketers wish they could tie TV ad exposure to in-store sales, but less than 50% of those surveyed said that they’re doing so.

How to Target Viewers

Based on the study’s results, it’s imperative for marketers to make television and digital advertising work together in order to achieve their goals. Viant found that a variety of factors impact whether viewers are more active on competing screens during commercial breaks or programming itself: time of day, live sports, and show genre, for example.

Conclusion

After providing these and many other insights, Viant’s study has three main conclusions. 1) TV is not 100% viewable and no longer works as a stand-alone advertising medium. 2) A cross-device advertising approach is essential. 3) It’s important to take into account that viewers’ activity depends on certain times of day and types of programming. And 4) Retargeting with minimal delay can drive strong results. TV viewers who are retargeted with a digital ad within three hours of being exposed to an ad on television are significantly more likely to convert than viewers who saw both ads outside that window.

What: Nielsen has published its yearly Video 360 Report, meant to help marketers and advertisers understand audiences’ motivations and behaviors around today’s dynamic video landscape.
Why it matters: As content options increase, so decreases audience attention. In order to stay relevant, it’s crucial to understand how consumers are viewing film and TV across devices and platforms.

Never before have consumers had the opportunity to choose from such a vast array of content and avenues available. No matter where they go or what time of day it is, viewers have access to video on multiple screens and platforms, which makes it increasingly harder to get (and retain their attention). In order to cultivate loyal viewers, we need to take a great number of insights into account. Which is why Nielsen has designed a comprehensive video report that offers data for entertainment habits and preferences.

As stated in the introduction, “Audience attention is precious and elusive.” The full report shows how consumers are viewing film and TV across physical, digital, rental, purchase and streaming platforms; which devices viewers use to access content, along with when and why they use those devices. Here, we have included the main highlights of the report provided by Nielsen.

Video Discovery: Family-Franchise Fans Outpace General Population

Across multiple audiences, social media sites and applications gained the most ground over time in how viewers reported discovering new content, growing from 28% in 2016 to 34% this year, a 22%. Looking deeper reveals that family franchise fans are more active on social media than the general population and fans of superhero franchises. Among family franchise fans, 97% have used social media in the past year, compared to 92% of the general population. Fans of superhero franchises also outpace the general population in social media usage with 96%. That said, word of mouth remains the No. 1 way audiences find new content.

Purchasing: 51% of Population Has Bought Physical Video in the Past Year

This year has seen a slight increase in video purchasing, with 51% of the general population reporting that they’ve bought long-form physical video in the past year, compared to 48% in 2017. Digital download purchases also have gained ground, growing from 35% of the general population in 2016 to 42% in 2018. A growing factor in acquiring long-form video is the desire to build a collection, in either physical or digital format. In 2016 only 23% cited collection building as an important factor in their purchase decisions, compared to 30% who said so this year.

Fans of family movie franchises are heavy purchasers. These fans are also the more dogged in their pursuit of specific titles. When asked what they would do if a piece of content was not available in the formats they wanted, family franchise fans were more likely than other fan groups to seek the title in alternative formats rather than look for another title.

Downloading: Family-Franchise Fans Download Films Before They’re Available in DVD

One in four viewers reported downloading or streaming a movie before it was available on DVD or Blu-ray discs. About the same leveraged online platforms to watch movies that were released while still being shown in theaters. Once again, franchise fans outpaced the general population in consuming video content in this manner. Notably, 47%, nearly twice as many family franchise fans as the general population, say they’d downloaded or streamed content before it became available in disc formats.

Streaming: 42% of the Population Has Watched Live-Streamed Video

The vast majority of audiences have incorporated online video into their media diet, with eight out of 10 viewers reporting they use an application or service to stream online videos in a typical week. Live streaming, in particular, is becoming increasingly popular, with 42% of the general population reporting that they’ve ever watched live streamed video. The top three content types for live streaming are TV shows, live streams from social media users and regular season sporting events. More than half the general population has watched short-form videos in the past three months. Again, franchise fans are far more active video consumers than the average population.

What: Nielsen has published its quarterly report of overall media usage across linear and digital platforms, and across ages and ethnicities.
Why it matters: Insights like Nielsen’s can help understand the fragmented media landscape, as well as how the myriad of available options shapes consumers’ behavior while forcing marketers and advertisers to produce tailored experiences.

Today’s media landscape is more fragmented and fast-paced than ever. As Peter Katsingris writes in the introduction to Nielsen‘s latest Total Audience Report, as consumer choices increase, media behavior shifts, and at the same time, our complicated new lifestyles beg for better technologies. Because consumers are able to customize their media usage in a unique way; Nielsen’s insights cover consumers’ access to devices and services, both traditional and digital, as well as usage across ages and ethnicities. Here’s a summarize of the most important insights in the study.

Get tickets for Portada New York and be a part of the panel IF CONSUMER TIME IS THE CURRENCY FOR ADVERTISING, WHAT DOES IT TAKE TO GET MORE OF IT?, by Seraj Bharwani, CEO & Founder of Acuity Ads.

Which entertainment devices are used the most?

According to the study, nine out of 10 US adults use linear platforms in the average week. Interestingly, radio has the highest reach across platforms with 92% of total surveyed adults and 96% of Hispanic adults tuning in each week. Live+Time-shifted TV viewing, on the other hand, reached 88% of persons in Q1 2018. Over a third of persons use their internet-connected devices (including smart TVs) during the average week, with a higher reach of 43% for Asian Americans. Computer reach is highest with Asian Americans as well, with 71% using the device weekly. Regardless of race or ethnicity, smartphones remain universally popular, reaching four out of five adults while tablets are used by less than half of all adults weekly.

How much time do they spend online?

As the table below shows, US adults are spending over 11 hours, nearly half a day, connected to linear and digital media. These days, all listening, watching, and reading activities are carried out online. According to Nielsen’s data, time spent across all media in Q1 2018 increased 19 minutes from the prior quarter, an increase that is driven by more time on TV-connected devices (+5 minutes) and on digital platforms (+13 minutes).

It’s worth mentioning that seasonality plays a role with quarterly television usage trends, particularly as people transition from holiday breaks and sporting events, such as the Olympics and the Super Bowl. Digital usage across computer, smartphone, and tablet continue to play a growing role with the adult U.S. consumer. In Q1 2018, three hours and 48 minutes a day were spent on digital, with app/web usage on smartphone accounting for 62% of that time.

Who spends more time on each device?

Young adults 18-34 spend the largest percentage of time with TV-connected devices and digital devices compared to other demographics. Media usage varies by demographic—not only by total time spent, but also in the distribution of time spent across media platforms. Older people tend to lean more on traditional mediums, while younger generations are often early adopters of new technology. For instance, in Q1 2018, younger adults (18-34) spent less than nine hours a day as compared to older adults (50+) who spend over 12 hours a day with content across platforms.

What are multicultural consumers doing?

Black adults are the heaviest users of media overall. Compared to overall US, Hispanics listen to more radio, and Asian Americans spend more time with computers and tablets. The ethnic landscape of the US is rapidly changing, with more diverse younger generations. While every individual has personalized media habits, Black adults 18+ on average consume nearly thirteen and a half hours of media per day, almost two-and-a-half hours more than the average adult. Hispanics consume less overall media on average, but do listen to more radio and have higher time spent on game consoles and internet-connected devices. Asian American adults spend more time on their computers and tablets than any other group.

How does age determine media behavior?

Two-thirds of U.S. TV households have devices capable of streaming content to the TV set. Users’ preferences for streaming devices also changes with age. Fifty percent of streaming by teens is done through a game console, whereas for kids 2-11 and adults 18+ streaming is mostly done through internet connected devices or smart TVs. Nearly half of all video streaming by adults 35-4 9 comes through internet-connected devices, while adults 50+ have a higher percentage of their streaming on smart TVs.

What: Accenture has published a report on the new travel trends to keep an eye on as 2018 unfolds.
Why it matters: As the world changes and technology advances at an accelerated rate, travel-industry players need to be aware of the new customers’ needs and be ready for some fierce competition.

For the third consecutive year, Accenture has shared its report on the main themes that will become a trend in the travel industry as 2018 unfolds. Experts at Accenture Interactive for Travel have analyzed what’s next in the industry and, as it happened in previous years, they have found interesting and disrupting new trends to watch, which even if we could have expected, we surely need to be ready for. The key takeaways from the report further examined below, touch the foundations of travel: customers ask for improved experiences, brands need to declare their alliances in order to provide those experiences (without losing the human factor from sight), and we need to bear in mind that the world is changing.

Travel Experiences are Becoming Modular

The first trend explored by this year’s Accenture travel report speaks of how consumers have higher expectations than ever. As tools and resources get better, consumers don’t see why their travel experience couldn’t be as flexible as the world is. Airport lounges, hotel rooms…, they are stages of their trip, or as Accenture calls them, “modules” that help create a personalized experience. The challenge is that, as the concept of luxe evolves and adapts to each individual consumer, brands need to accommodate to personal expectations in order to provide a really satisfying travel experience.

The way to make it happen, according to the report, is using new technologies such as biometrics, which can help analyze customer’s sentiments: “Smart rooms, for example, detect the guests’ mood to provide the service they need in real time, not based on past data. And with virtual reality, a person can travel without leaving their room.”

Brands Have to Decide Whether to Become Allies or Enemies

“Travel has become a kind of battlefield where brands either attract or repel each other”, says Accenture. “They must identify which position they hold so they can define a strategy and survive the battle.” Consumer expectations, the new modular architecture, and the new trend of “superbrands” are three forces shaping a new travel ecosystem, similar to a magnetic field where brands need to “come together to meet the growing demands of travelers.” According to each brand’s strategies, firms can either get together or get ready for battle, but they should all keep in mind that the travelers should be the top priority and design a strategy according to today’s realities.

Travel Firms Need to Be Destination Management Companies

As the world goes increasingly crazier, travel-industry players need to adapt to the series of circumstances that play a part in the consumer’s minds when they prepare to choose a destination. Things like terrorism and tourism-phobia are factors that make it necessary for travel companies to recur to a new way of measuring destinations: the Traveler Risk Tolerance Index. To quote the report, “They would essentially become destination management companies (DMC), responding to tourists’ new need to become familiar with a variety of options, allowing them to make the best destination choice.” By interpreting the external factors travelers are concerned with, companies can actually earn the consumer’s trust.

When Quantifying Customers, Keep the Human Factor in Mind

Today’s obsession with measuring everything is leading to a tendency to transform customers into rough numbers. However, says Accenture, travelers’ expectations point clearly toward the human factor. As technology’s command over private lives increases, so does the need for transparency between brands and customers. The future is technological, but it should also be more human precisely for that reason. Thus, in using new technologies, brands are forced to fulfill the expectations that come with this use of technology. “We, as travelers, still demand love,” says Accenture. “Even if interactions happen via technology. Create tech with soul.”

To overcome 2018’s trends, Accenture summarizes what needs to be done:

  • Design an experience package based on relevant modules throughout the customer’s journey.
  • Look for alliances with other brands to win the battle.
  • Adapt to each traveler’s Risk Tolerance Index.
  • Don’t lose sight of the human factor when getting lost in all that data.

The world is changing, why shouldn’t we?

What: BrandZ, WPP and Kantar have released their annual report of the top 50 more valuable brands in Latin America.
Why it matters: Mexico is home to more of the most valuable brands than any other Latin American country.

According to the sixth annual BrandZ Top 50 Most Valuable Latin American Brands report, Mexican beer Corona, with an 8% brand value growth, has edged out Skol, which grew by just 1%. Corona is sold in more than 180 countries.

The 2017 BrandZ LatAm ranking, based on Kantar data, shows the difficult time faced by many brands in the region with a 22% decline in total brand value. In the 2018 ranking, total brand value increased by 18% to US $130.8 billion, boosted by an impressive performance from the strongest and healthiest brands, those that believed in their purpose and stayed relevant to the consumers.

“The power of strong brands to drive improved business performance can be clearly seen in this year’s Latin America Ranking. While the economy may fluctuate, those brands that are strong will remain more stable in the tough times and grow faster in the good times,” said WPP’s David Roth in a press release.

The BrandZ™ Top 10 Most Valuable Latin American Brands 2018


This year’s BrandZ Latin American ranking shows a strong performance for local financial institutions (up 46%) and the four beer brands in the Top 10, controlled by global giants –Corona, Skol, Brahma (all AB InBev) and Aguila (Heineken)– have maintained and invested in their local characteristics enabling them to boost brand value.

“Latin American brands have an in-depth understanding of their local consumers; the speed at which they can tap into local consumers’ needs with good products and strong marketing campaigns has made many of them more successful and relevant in the region than their global counterparts. As a result, Latin Americans have great respect and pride in these brands,” said Kantar’s Eduardo Tomiya.

Other key trends identified in the BrandZ™ LatAm Top 50 study include:

  • There were eight new entries in the Top 50 this year: Globo (no. 8), Ypé (no. 33), Azteca (no. 37), Embratel (no. 40), Lojas Americanas (no. 46), Net (no. 48) and Porto Seguro (no. 50). All are from Brazil, except Azteca which is based in Mexico. Communications provider Tigo Une was formed from the merger of Tigo and Une in Colombia, which were previously listed separately, and is now No 27.
  • Mexico dominates but Brazil is catching up: For the fifth year the ranking was dominated by Mexico, which contributed 35% of the total brand value of the ranking. Brazil however was close behind at 34%, with strong performances by its retail and financial players. Chile was in third position at 16%, followed by Colombia at 7%.
  • FinTechs threaten established financial players: In Brazil, Nubank started this revolution and became the first billion-dollar startup in the country, followed by Banco Original and Banco Neon. Well-positioned brands such as the Brazilian banks Bradesco and Itaú and the Chilean bank Banco de Chile are still strong brands in the consumers’ minds and are using these attributes aligned with local needs to fight back by launching their own digital platforms.
  • E-commerce is a real threat to established retail: Rising internet usage and mobile access in many markets, up 14% every year across the region since 2010, represents a real threat to bricks and mortar stores. While the Retail category saw growth of 2% in this year’s ranking, the transition to a mixed retail economy is still in progress.

“Disruption has already spawned a new wave of brands across Latin America and while they have not yet displaced some of the more established names, rising internet access, and mobile uptake is giving them greater market access. The power of a strong brand combined with its own digital platform will be required to future proof many of today’s big players,” said Kantar’s Gabriel Castellanos.

What: Conviva has released its quarterly measurement report on the state of OTT and the streaming video market.
Why it matters: Compared to this time last year, the audience for online video streaming has grown enormously.

Conviva, a video AI platform with clients like HBO, Turner, Hulu, ESPN and others, has released its quarterly measurement report on the state of OTT and the streaming video market. The report covers quantity and quality of streaming viewership, and it has found that, compared to this time last year, the audience for video delivered over the internet is growing “astronomically”.

According to Conviva, there was a 114% year-over-year growth in streaming video hours in Q1 2018, to reach nearly 5 billion hours of video viewing. Even though growth is observed worldwide, North America saw a 174% increase in viewing hours quarter-over-quarter.

 

 

 

 

 

The data captured covers primary metrics OTT publishers use to measure the growth of their audience and business, like total unique devices, concurrent plays, streams played, viewing hours, and regions. Among its findings, Conviva shows that Android is leading the battle against iOS in both plays (168% growth) and viewing hours (243% growth). Connected TV devices include smart TVs, gaming consoles, and set-top-boxes (STBs) such as Apple TV. Across Conviva’s publisher network, Apple TV saw a staggering 709% growth rate in viewing hours.

In addition to examining the quantity of viewing hours, Conviva also analyzed the quality of viewer experience. The company looked at bit rates, rebuffering ratios, video start times, exits before video starts, and video start failures over the first quarter of 2018. An important metric was rebuffering ratio, the percentage of time a viewer spends waiting versus watching video content. According to the report, it is one of the most important indicators as to how long a viewer will stay engaged. In Q1 2018, the average rebuffering ratio was 0.88%. As seen in the chart below, this resulted in an average engagement of roughly 27 minutes per stream. Conviva’s data from Q1 2018 found that when rebuffering is between 0.2%-0.4%, engagement increases by approximately 12 minutes. With 14.5B plays seen in Q1 2018, that results in an astounding 2.9B viewing hours lost to buffering.

The report concludes that the state of the OTT market and the quality of streaming video is steadily improving: “The 114% increase in viewing hours in Q1 2018 to nearly 5B viewing hours per quarter demonstrates the increasing popularity of consuming video over the internet. App-based viewing on mobile devices and connected TVs continues to drive the majority of this increase.” As a final note, the report ends by declaring that, in view of how both publishers and the video delivery ecosystem are improving the viewer experience across all key performance metrics, “the numbers in the report prove streaming video over the internet is the next generation of TV and is already here.”

[Cover image: Conviva]

What: OnBrand and Bynder have published the results of their latest branding report, which gathers answers from 504 marketers on branding trends and challenges for this year.
Why it matters: As consumers’ expectations rise, brands struggle to provide a seamless experience that aligns with their needs across all new channels.

OnBrand and Bynder joined forces with Survata this last January in order to gather answers from 504 marketing decision-makers in the U.S. and the UK on their goals, challenges, and priorities for this year. The selection of respondents encompassed a wide variety of industries, from Consumer Products and Financial Services to Telecommunications, E-commerce, and Sports. The main conclusion, as proved by other recent studies, is that customer experience is the number one priority in marketers’ minds; however, fulfilling customer’s expectations is not only more important than ever, it’s also more difficult because of the number one challenge that goes with it: identifying the right technologies for a seamless experience. Based on the participants’ answers, the team behind the study identified 5 key findings.

1. Brands Want to Personalize but Struggle to Find the Right Technologies

The digital landscape has drastically changed marketing. To quote the study, it has “blown up”. Customers want their individuality considered, they expect each transaction to become a personalized experience, and this forces brands to use technology in order to deliver. According to a study by Segment quoted in the report, 44% of consumers say they will likely repeat a purchase that was a personalized experience. Among the participants who answered the survey, 56% expressed intentions to personalize their marketing this year, and while 89% agreed that technology plays a key role in developing a personalized experience, 90% think that finding the right technologies to do so is a significant challenge. “The two-fold challenge facing marketers today is how to deliver relevant and consistent customer experiences across all channels, while filtering through the clutter of the rapidly evolving marketing technology landscape.” The image below shows the biggest challenges in 2018 when incorporating new technologies into marketing.

 

 

 

 

 

 

 

 

2. Voice Assistants Dominate Tech Investments

According to the report, 40% of marketing decision-makers will invest in voice assistants this year, and 39% are developing integrations that run through platforms like Facebook, Alexa, and Siri. Interestingly, brands will need to choose the voice they want to present to the consumer: “The rise of voice technology has turned the discussion of a brand’s voice from metaphorical to physical, and brands need to consider the delicate politics of gender, personality, and accents,” states the study. 75% of the respondents agree that an ethical development of voice-based technology is a top priority, and characteristics they would take into account are tone, speaking speed, accents, and personas. While gender was reportedly the least important aspect, 54% of marketers would still prefer a female voice. The chart below shows the technologies marketers will be investing in in 2018. We shouldn’t be surprised that 68% will invest in mobile apps, but it’ll be interesting to see how voice assistants shape customer experience.

3. Influencer Marketing is Still Hot

The magic of Influencer Marketing is that they provide access to an already-engaged base of consumers. Good results are not guaranteed and even though influencer marketing could still be proved to be a passing fad, the report’s results show that most marketers are still betting on influencers. 79% of the respondents will invest in influencer marketing this year, and 43% are planning to spend more than they did in 2017. To quote the study, “Influencer marketing is not just a new broadcasting channel, and the brands that achieve cultural relevance in smaller, niche communities will win in 2018.”

The most successful brands no longer market to the world, but behave in the world.

4. Brand Activism is on the Rise

Today’s world is interconnected and transparent: there’s no way a brand will do or say something without everyone finding out the next minute. Consumers expect brands to use their power and influence to give something back to the community; there’s no reason not to contribute to or get involved in social issues, and in fact, customers don’t mind spending a bit more in a product if they know the brand is supporting a cause. According to the study, “The most successful brands no longer market to the world, but behave in the world,” which is why 79% of the respondents said that social and cultural issues will play a role in their marketing this year. 

5. Marketing Teams Are Hiring More Tech Talent

As customer’s expectations rise and the digital landscape explodes, companies will need to largely invest in hiring the right talent that can adequately handle the technological challenges ahead. 53% of respondents said they’ll be hiring experiences designers and developers in 2018, while 34% said they’ll add data scientists to their teams.

 

 

 

 

 

 

 

 

 

 

 

A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

AdYouLike and mobile creative DSP Tabmo have announced a partnership that they hope will better bring native ads to mobile devices.

Adobe has launched a 100% programmatic ad campaign, the largest cross-media ad campaign implemented solely through a programmatic platform to-date.

Oracle announced that its enterprise software Moat has been certified by verification provider ABC for the principles of video viewability measurement, as prescribed by JICWEBS – a cross-industry organization consisting of trade bodies representing brands, media agencies, publishers and tech outfits.

YuMe has launched its People-Based Marketing Suite to enable cross-screen audience targeting, sequential messaging, and attribution for U.S. audiences.

Publisher SSP PubMatic has announced a fraud-free program for demand-side partners that includes a money-back guarantee where, if fraud is detected on PubMatic’s platform, demand partners won’t have to pay for it.

Amazon continues to deny that it is working on a free, ad-supported streaming service.

Converged TV and video ad software provider Videology released its Q3 2017 U.S. TV & Video Market At-A-Glance report, which found that spending on linear TV campaigns in the Videology platform using advanced data grew 60% for the first three quarters of 2017, compared to the same time period last year.

OTT video service Sling TV and video ad serving platform SpotX have launched private marketplaces that let advertisers target two audiences: a) Black Friday/Cyber Monday shoppers and b) luxury shoppers — for the holiday buying season.

The Association for Online Publishing launched their ad quality charter ad their recent digital publishing convention to ” involve more industry players in making the advertising ecosystem more transparent, brand-safe, and less fraud-prone.”

MMW has just announced a new partnership with Adobe Advertising Cloud that gives advertisers and agencies access to premium ad inventory across all formats and devices for multichannel campaigns.

AppNexus has launched a programmable DSP called ‘AppNexus Programmable Platform’ (APP) with the goal of helping traders set up, manage and deliver campaigns more efficiently.

According to the latest Cisco Visual Networking Index (VNI) Complete Forecast, there will be nearly 1.9 billion Internet video users by 2021, up from 1.4 billion in 2016.

LATAM MARKET

Rodrigo Bonilla, Americas director for the World Association of Newspapers and News Publishers (WAN-IFRA), spoke at the Knight Center, asserting that this year, many of the newspapers in Latin America are coming to terms with the fact that money from online digital advertising is not enough.

A recent study from Google revealed that Netflix now has more demand than its competition — pirated streaming services and apps — in Brazil.

A study by analytics firm GlobalWebIndex revealed that globally, the highest number of social media accounts per user can be found in Latin America (8.8), followed by Asia (8.1).

Our new research report describes current soccer broadcasting contracts in the United States for 40 major U.S. and international tournaments as well as for soccer team properties. These properties include Fifa World Cup, Liga MX, MLS as well as many other Latin American and European leagues and national teams.

The “2017 Soccer Broadcasting in the U.S” report describes which broadcast network has the rights for more than 40  sports properties and whether it is for English or Spanish broadcasts as well as when the contract ends. An additional table, outlines the current corporate sponsors for the MLS and the Mexican National Team.
Must have intelligence for sports marketers and media and PR executives.

Acquire the report here! (US $99)

Check out other recently published Portada Research Reports!

2017 Content Marketing Initiatives: Intelligence and detailed descriptions of 20 Content Marketing Initiatives targeting multicultural audiences including contact information of decision makers at brand, agency and influencer level.  (US$ 399)

2017 Soccer Social Media Report:  Best practices and intelligence on the use of social media for soccer marketing at brand, agency and media executives. (US $199)

Online Video Advertising in the Hispanic Market : U.S. Hispanic Online Video Advertising Market will grow at a compounded annual rate of 45.2% from US $70 million in 2015 to US $450 million by 2020. The key drivers behind the growth and how it will impact brand advertising and media.(US $ 249)

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