Trends
Brand Building versus Sales Activation: A False Dichotomy?
But why split brand and activation at all? Why not do both at once? By Les Binet- Group Head of Effectiveness / adam&eveDDB
2023 Media and Entertainment Industry outlook [REPORT]
Streaming video, social media, and gaming are helping to enable new business models and reshaping media and entertainment. But the real story for 2023 is that these three sectors are increasingly becoming more interdependent as part of a broader and richer media and entertainment ecosystem. Successful companies will likely develop strong visions that span these sectors and pull their entire industries forward.
Representative content drives bingeability across streaming platforms
If there’s one thing audiences want when they tune in to watch a program, it’s to see stories and experiences they can relate to. That’s the basic premise of representation, and it can have a direct impact on viewership. It can also fuel an audience’s appetite to watch more content—a critical component to success in an ever-growing landscape of content choice.
2023 Edelman Trust Barometer [REPORT]
The 2023 Edelman Trust Barometer reveals that business is now viewed as the only global institution to be both competent and ethical. Business now holds a staggering 53-point lead over government in competence and is 30 points ahead on ethics. Its treatment of workers during the pandemic and return to work, along with the swift and decisive action of over 1,000 businesses to exit Russia after its invasion of Ukraine helped fuel a 20-point jump on ethics over the past three years. Business (62 percent) remains the most and only trusted institution globally.
U.S. Discretionary Retail Spending Fell By 2% in 2022
Total unit sales of U.S. discretionary general merchandise in 2022 were 7% lower than the prior year, and sales revenue fell 2%, according to The NPD Group.
Majority of companies expect to increase marketing budgets this year, and print could be a beneficiary
Adapt or die: The study also found that 66% of the average marketing budget is allocated to digital channels, while 68% of marketers have had to change their digital marketing strategies due to changes in social and digital platforms in the last six months.
Environmental ROI drivers: Unlocking insights to lift performance [INSIGHTS]
During times of economic slowdown, optimizing ad spend without sacrificing revenue should be every marketer’s goal. To do that, an understanding of what drives ROI for your target region is needed, but if you’re only focusing on campaign execution, you’re missing half the picture.
Global Digital Out-of-Home Ad Spend Grew at Accelerated 24.9% in 2022, Driven by 36.9% Growth in the US; Poised for Faster Growth in 2023
Global digital out-of-home (DOOH) media spending, including digital place-based networks and digital billboards & signage, grew at an accelerated 24.9% in 2022, driven by a 36.9% surge in the United States, as both global and US DOOH ad spend are poised for strong growth again in 2023, according to new research from leading media economist PQ Media.
Nation’s Urban and Rural Populations Shift Following 2020 Census
Despite the increase in the urban population, urban areas, defined as densely developed residential, commercial, and other nonresidential areas, now account for 80.0% of the U.S. population, down from 80.7% in 2010.
2023 Customer Loyalty Engagement Index
Shifts in the order of product/service category loyalty drivers in nearly all (91%) of the 110 categories with 987 brands tracked have fundamentally changed the face of brand loyalty, radically widening gap between customer desire and brand delivery, according to the 26th annual Customer Loyalty Engagement Index (CLEI), conducted by Brand Keys (brandkeys.com), the New York-based brand loyalty and customer engagement research consultancy.
Managing consumer and media inflation in 2023
As global price rises impact consumer spend and advertising costs, data and insight can optimise campaign planning and make budgets go further.
U.S. sports fans push pause on their daily routines to watch the 2022 World Cup
Among many things, the arrival of this year’s World Cup validated the immense draw of live sports on traditional TV. While the appeal of live sports is widely known, this year’s U.S. viewership illustrates that the allure is strong enough to entice many Americans to put their lives on hold to watch the action.
When inflation concerns persist for too long
Many economists—and the Federal Reserve—thought that the initial price rises in the middle of 2021 were “transitory.” More than a year later, inflation is still high, and concern appears to be widespread—the percentage of Americans concerned about rising prices for everyday purchases has failed to fall below 70% this past year.
Census Bureau Projects U.S. and World Populations on New Year’s Day
As the nation prepares to ring in the new year, the U.S. Census Bureau projected the U.S. population will be 334,233,854 on Jan. 1, 2023. This represents an increase of 1,571,393 (0.47%) from New Year’s Day 2022, and 2,784,573 (0.84%) since Census Day (April 1) 2020. New Year's 2023.
2022 HMC HISPANIC MARKET GUIDE explores Hispanic Diversity, Cultural Blind Spots, Inclusive Advertising & Media Consumption [DOWNLOAD for FREE]
The Hispanic Marketing Council (HMC) has released its 2022 Hispanic Market Guide, the most comprehensive resource on the U.S. Hispanic market. Hispanics are impacting the multicultural mainstream at a faster pace than anticipated, shifting American culture and purchase behaviors. Brands who make continuous efforts to connect with the multicultural market are seeing results that demonstrate the economic power of Hispanics.
Florida Estimates Show Nation’s Third-Largest State Reaching Historic Milestone
After decades of rapid population increase, Florida now is the nation’s fastest-growing state for the first time since 1957, according to the U.S. Census Bureau’s Vintage 2022 population estimates.
Health Insurance by Race and Hispanic Origin
The U.S. Census Bureau released a brief on health insurance coverage and the rate of uninsured in the United States by race and Hispanic origin. The brief uses 2021 American Community Survey (ACS) 1-year estimates to describe how health care coverage — whether people have health insurance as well as the type of coverage they hold — varies across groups.
Growth in U.S. Population Shows Early Indication of Recovery Amid COVID-19 Pandemic
After a historically low rate of change between 2020 and 2021, the U.S. resident population increased by 0.4%, or 1,256,003, to 333,287,557 in 2022, according to the U.S. Census Bureau’s Vintage 2022 national and state population estimates and components of change.
Culturally focused Audio Ads drive relevance & favorability [REPORT]
MAGNA Media Trials, MAGNA’s proprietary research offering, and Identity, Mediabrands’ cultural consultancy arm, collaborated with SXM Media on a study, released, on multicultural audiences, including AAPI, Black/African American and Hispanic/Latino audiences. The study, titled “Challenging the ‘One & Done’ Approach,” reveals how critical it is for brands to invest in digital audio creative that culturally connects with multicultural audiences to drive growth. The study also highlights what levers brands should pull or avoid to connect with diverse audiences more authentically.
Beyond the Rainbow [REPORT]
Unite, WPP’s LGBTQ+ community launched Beyond the Rainbow, a new study into LGBTQ+ marketing and its future. The study surveyed 7,500 LGBTQ+ and non-LGBTQ+ people in the United States, United Kingdom, and Canada to better understand their perceptions and experiences of viewing LGBTQ+ identities in media and advertising. Beyond the Rainbow is intended to equip brands, advertisers, marketing communicators and others in the industry with actionable data and insights to help build a more inclusive future.
