What is Gen Z?

Generation Z comprises people born between 1996 and 2010. This generation’s identity has been shaped by the digital age, climate anxiety, a shifting financial landscape, and COVID-19.


Vincent Létang, EVP, Global Market Research at MAGNA, and author of the report, said: “In a similar economic climate, ten or twenty years ago, the U.S. advertising market would almost certainly fall off a cliff. Things are different in 2023 because of media innovation fueling marketing demand. The organic drivers that boosted the ad market in 2021 and the first half of 2022 are still around and mitigating the impact of stressful economic signals. Such organic drivers include the rise of retail media networks which are redirecting billions of marketing budgets dollars into advertising formats.

Ad-Filtering Users, How They Accept Some Advertising and Reward Those Advertisers with Better Recall, Positive Brand Associations [REPORT]

If two assumptions can be made about advertising, consumers are attempting to filter out intrusive ads, while advertisers are striving to capture their attention. These opposing behaviors actually create a better environment for advertisers and media agencies, with notable improvements in recall and positive brand associations, according to new research by MAGNA’s Media Trials unit and the ad-filtering technology company, eyeo, titled, Reaching & Influencing Ad-Filtering Users.

Although Inflation is Moderating, Food Costs Remain High, and Consumers Continue to Shift At- and Away-from-Home Eating and Spending Behaviors as a Result

Last year, food inflation at retail and foodservice exceeded levels reached during the Great Recession. Even with inflation currently moderating, higher food prices will continue influencing consumers’ spending and eating behaviors this year, reports Circana, formerly IRI and The NPD Group.

Unexplainably Low Incidences? How Tropicalization Increases Participation Rates

In the market research industry, incidence refers to the proportion of people in a population who meet the requirements to participate in a specific study. For example, if a study seeks people who have purchased a particular product in the last six months, incidence would be the percentage of people in the total population who meet this criterion.

Barrio Chino [VIDEO]

The amazing history of Latin Asians in the Americas—barrio a barrio—as told by chef and author Armando Tam

Ad Industry Launches Effort to Revise New Standard Terms & Conditions for Digital Advertising

Launching in April 2023, the leading industry trade bodies will create a joint Task Force to include all stakeholders including advertising agencies, marketers, publishers, and ad tech companies.

In the Race to Standardize TV Measurement, Data Is the Only Safe Harbor

The advertising industry is under a microscope. With the economic uncertainty facing the industry, every ad dollar counts. Marketers are facing the challenge of having to prove that each dollar spent is getting a return and that campaigns are performing to their maximum potential.

Media 100 revealed – the world’s most awarded campaigns and companies for media excellence

Compiled by WARC, the international marketing insights company, the annual Media 100 Ranking is produced by combining the results of the industry’s most important global and regional media award shows of 2022. The awards tracked are determined by a global industry panel survey and consultation with the WARC Rankings Advisory Board.

Surprise: AM/FM Radio Ratings Overtake TV Among Persons 18-49 For The First Time In Media History

In 2018, AM/FM radio’s 18-49 average audience was 63% the size of live and time-shifted TV. Things have changed quickly. According to Nielsen’s Q3 2022 Total Audience Report, AM/FM radio’s persons 18-49 average audience is now +3% greater than television.  By Pierre Bouvard - Chief Insights Officer of the Cumulus Media | Westwood One Audio Active Group.

Black Americans are Pushing the Boundaries of American Media and Entertainment

Black Americans are key drivers of American popular culture both as creators and consumers. Their artistic endeavors and media consumption help drive the $720 Billion media and entertainment economy. As part of The Black Consumer Project, our four-part consumer research series, we looked at specifics of how Black Americans engage with media and entertainment.

2023 Global Marketing Trends [REPORT]

From geopolitical conflicts and economic instability to the ongoing threats related to climate change, CMOs are facing no shortage of external challenges. However, we believe they are likely well-positioned to create new levers for organizational growth amid such uncertainty.

The ongoing value of mixed media modeling [REPORT]

Driven by a proliferation of digital advertising providers and unprecedented volume of spend, today’s digital media spending landscape is changing rapidly. Marketers need to become more savvy and aware of where their money is going— and how exactly it's spent.

The Future of Human Agency [REPORT]

Experts are split about how much control people will retain over essential decision-making as digital systems and AI spread. They agree that powerful corporate and government authorities will expand the role of AI in people’s daily lives in useful ways. But many worry these systems will diminish individuals’ ability to control their choices

Agencies’ Reversal of Fortune Explained

The largest agency holding companies have now reported their full year earnings results for 2022, and outcomes were, for the most part, very good. There has been a perception over many years among that agencies were poised to experience secular decline. Needless to say, I didn’t agree then and continue to believe that significant opportunities remain ahead for the industry.  By Brian Wieser / Madison & Wall

Media effectiveness: The role of social media in the advertising ecosystem [REPORT]

Understand the role of social in your media strategy and discover three dynamics to improve its impact.

What is the future of programmatic advertising?

Data and programmatic advertising: What's next?

Working From Home Caused a Spatial Shift in Daytime Population Away From Traditional Job Centers

The daytime population of traditional U.S. job centers plummeted in 2020 after the COVID-19 pandemic hit and lockdowns and social distancing pushed more people to work from home.

How Black Americans Celebrate Holidays and Traditions

Celebrations are positive ways for communities to connect and families to bond. How we celebrate differs by ethnicity, values, traditions, and even geography.

Is your Brand one of 2022’s Most Culturally Inclusive Hispanic Brands?

The Cultural Inclusion Accelerator™ in partnership with ANA AIMM celebrated the Most Culturally Inclusive Brands of 2022 after a massive of study of 716 ads from America’s 100 leading brands gathering 250,000 evaluations across 104K respondents of Asian, Black, Hispanic, LGBTQ+, People with Disabilities, and White Non-Hispanics.

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