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What: A summary of the most relevant consumer insight research in the U.S., U.S. Hispanic, and Latin American markets.
Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.

 

  • According to Viant’s people-based platform, which consists of more than 250 million registered users, Game of Thrones fans’ liquor preferences have changed since 2017. Namely, they’re 11% less likely to buy Bacardi, 12.8% less likely to buy Johnnie Walker, 6.2% less likely to buy Grey Goose and 2.8% less likely to buy Absolut. These days, GoT viewers are 21% more likely to buy Jameson, 19% more likely to buy Tito’s and 14% more likely to buy Malibu compared to non-viewers of the show.

 

  • Media agency UM has released the results of its 10th “Wave” study, which tracked more than 56,000 active internet users across 81 countries, evaluating trust in social media. Only 8% of internet users believe that the bulk of information shared on social media is true, dropping to 4% when it comes from influencers. According to 12% of global respondents, even governments are more trustworthy than most celebrity influencers (in the U.S. this number falls to 6%).

 

  • According to a study by DoSomething Strategic, which surveyed 1,908 DoSomething.org members ages 13–25 about their awareness of 88 retail and consumer brands’ support of social causes, platforms and issues, 66% of young consumers say that a brand’s association with a social cause positively influences their overall impression of the brand, and 58% say this association will affect their likelihood of purchasing that brand. However, an average of just 12% of respondents had “top of mind” associations between brands they were familiar with and a social cause of platform.

 

  • A new Consumer Technology Association (CTA) study shows that almost one-third (31%) of U.S. homes now own a smart speaker, up from 8% three years ago. Smart appliances (light bulbs, thermostats, home security, cameras, and robotic vacuums) are owned by 17% of the households. CTA projects that smart home devices will see the largest gains in household adoption next year. In wearables, smartwatch adoption grew 5% to reach 23% of households and fitness trackers grew 4% to reach 29% of U.S. households.

 

  • According to a new Pew Research Center survey, most U.S. adults (66%) are satisfied with the racial mix in their area. A majority (54%) says children should go to local schools, even if that results in most schools being less diverse. Fewer (42%) say children should go to schools that are racially and ethnically mixed, even if that means some students go to school outside of their local community.

 

  • A recent Nielsen survey of over 20,000 consumers shows that buying local has high awareness among U.S. consumers, topping the charts at 46%. However, not all consumers agree on what “local” means. Nielsen found that the highest agreement for a definition was for shelf-stable goods, with 34% of respondents saying products in this category can be local as long as they come from within the U.S. When asked about which products consumers really care about buying local, produce tops the list, as 58% of respondents said that buying local produce is important to them. The majority of consumers also say local is important when it comes to bakery, eggs and food service.

 

 

 

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: Advertising technology company Viant, part of Time Inc., has signed an agreement to acquire Adelphic, a mobile-first, cross-channel programmatic advertising platform company.
Why it matters: The combination will create the industry’s first people-based demand-side platform, powered by over 1 billion registered users globally.

Time Inc.’s Viant, a people-based advertising technology company, has signed an agreement to acquire Adelphic, a company that provides a mobile-first, cross-channel programmatic advertising platform.

Adelphic’s self-service media planning and execution tools, including its ability to reach consumers across all screens and formats, will bolster Viant’s people-based data and analytics offerings. The deal is expected to close during the first quarter of 2017.

More than 70 percent of digital advertising may be transacted programmatically in 2017 and 75 percent of mobile spending will be transacted programmatically.

As a pioneer demand-side platform (DSP), Adelphic’s global media execution capabilities, in combination with Time Inc.’s and Viant’s first-party registered user bases, will bring marketers and their agency partners the first people-based DSP capable of reaching more than 1 billion consumers worldwide.

Forecasts suggest that programmatic digital advertising is growing rapidly and that more than 70 percent of digital advertising may be transacted programmatically in 2017, according to eMarketer. eMarketer also reports that 75 percent of mobile spending will be transacted programmatically.

The move toward people-based solutions dominated by “walled gardens” left a gap across the open web, which generally focuses on proxies like cookies for user identification. The combination of Viant and Adelphic will deliver the first people-based DSP, powered by Time Inc.’s and Viant’s large, deterministic data set.

Marketers can now manage reach and frequency across devices and channels with precision and scale, as well as measure true advertising impact by leveraging Viant’s ability to tie in-store purchases to real customers.

Time Inc. President and CEO Rich Battista said, “We know that in addition to premium content, advertisers are looking for more efficient buying processes for digital audiences. With Adelphic’s proven self-service capabilities, Time Inc. and Viant will be able to deliver greater programmatic competencies and benefits to our partners.”

“Adelphic will bring superior media execution capabilities to Viant’s advertising cloud platform as one of the only DSPs built mobile-first,” said Viant Co-Founder and CEO Tim Vanderhook. “This addition will give marketers and their agencies the globally scaled people-based platform they have been consistently asking from us.”

“We have a strong portfolio of clients who know us for a robust and easy-to-use suite of self-service tools that enable access to billions of ad opportunities per day,” said Adelphic CEO Michael Collins. “Cross-device capability at scale, combined with Viant’s people-based precision and persistency, will create a winning solution for advertisers.”

What: Time Inc has acquired social network MySpace  parent company Viant for an undisclosed amount.
Why it matters:  The acquisition will accelerate Time Inc.’s strategy of activating its subscriber data across content brands and strengthen its value proposition in the industry by giving marketers targeting and measurement capabilities. Viant companies include ad network Specific Media, video ad platform Vindico and Xumowill, a smart TV system.

descargaTime Inc has acquired social network MySpace, or at least what is left of it. Actually, the publisher of magazines like Time, Fortune and People magazines has acquired MySpace parent company Viant.

Viant is a group of companies that includes advertising network Specific Media, which acquired MySpace for US$35m in 2011.

Even though the terms of the deal were not disclosed, the acquisition will most likely accelerate Time Inc.’s strategy of activating its subscriber data across content brands. Acquiring Viant will dramatically strengthen the Time Inc. value proposition in the industry by giving marketers sophisticated targeting and measurement capabilities.

the acquisition will most likely accelerate Time Inc.’s strategy of activating its subscriber data across content brands

MySpace was a pioneer of the first wave of social networks and the largest globally  in the mid-2000s. In 2005, it was acquired by Rupert Murdoch from News Corp for US$580m and by December 2008, it had  75.9 million monthly unique visitors. Six years later, the social network was sold to Specific Media, an ad network, for US$35 million. Eventually, Facebook appeared to conquer the market offering  a simpler experience, less cluttered by advertising.

“This acquisition is game changing for us,” Time Inc. CEO Joe Ripp said in a statement. “Marketers are selecting media partners that have either data-driven capabilities or premium content; we will be able to deliver both in a single platform.”

Marketers are selecting media partners that have either data-driven capabilities or premium content; we will be able to deliver both in a single platform.

Viant claims to have data from 1 billion registered users that will be combined with its own and Time’s subscriber information, providing it with a pool of data which it claims “rivals industry leaders Facebook and Google,”the Guardian reports.

“The combination of Time Inc. and Viant is all about the marriage of first party data and premium  Viant chief executive Tim Vanderhook.