Dive Brief: Between 2020 and 2021, 58% of characters in CPG ads were female while 41% were male, according to new research by CreativeX shared with Marketing Dive. Of all female characters analyzed by the group, 44% were shown in professional settings. However, those advertisements received nearly half the spending […]
finds
Twitter users tire of ‘sea of same’ from brands, report finds
Dive Brief: There is little distinction between brands on Twitter, with respondents to a survey using similar words like “playful” and “funny” to describe brands, the social media platform said in a new report. Brands that rely only on humor and jokes can feel outdated, half the respondents to Twitter’s […]
TV tops in video for reaching advertisers’ goals, survey finds
Dive Brief: TV, in all forms including connected TV, is newly considered the most valuable video format for achieving advertisers’ goals, leaving digital video in its wake, according to the results of a new survey that Advertiser Perceptions provided to Marketing Dive. Specifically, 47% rank TV as the most valuable […]
Wells Fargo cracked empowerment formula as advertising heated up in Q3, analysis finds
Dive Brief: Wells Fargo commanded the top three spots for ads that were empowering to viewers in a new Ace Metrix analysis of the most effective video ads from the third quarter. PetSmart charted the most breakthrough ad, while a Snickers “First Visitors” spot was deemed the funniest. Ace Metrix noted […]
Influencers gain acceptance in traditional media campaigns, study finds
Dive Brief: Almost three quarters (73%) of marketers in the U.S., U.K. and Germany said they put more resources into influencer marketing in the past year, per survey results from social influencer marketing agency Takumi. At the same time, 38% of consumers said they’re open to seeing influencers in traditional […]
Advertisers care more about transparency in TV upfronts than timing, study finds
Dive Brief: Fifty-seven percent of advertisers are most concerned with outcomes measurement, and 50% most want transparency in upfront buying, according to new research that Advertiser Perceptions emailed to Marketing Dive. Only 22% indicated they were most concerned about moving the timing of the annual TV upfronts buying season. Nearly […]
Consumers and marketers at odds over ad preferences, Kantar study finds
Dive Brief: Marketers worldwide tend to prefer advertising on established digital platforms such as YouTube, contrasting with consumer sentiment that’s generally more positive about advertising they see on newer platforms like TikTok, Kantar found in a study shared with Marketing Dive. Social video app TikTok was No. 1 globally in […]
Some blue-chip brands see loyalty drop precipitously during pandemic, survey finds
Dive Brief: Twenty percent of the brands on Brand Keys’ Loyalty Leaders List are new to the annual survey’s top 100, the most newcomers in the poll’s 24-year history, according to a press release shared with Marketing Dive. Brands such as Disney+ (in the No. 7 position), Clorox (No. 30), […]
Gen Z shows higher ad recall than older age groups, Snap study finds
Brief: Generation Z — consumers ages 13 to 24 — are more likely to recall advertising than older generations, even when they spend less time watching skippable content. Fifty-nine percent of Gen Zers recalled a brand’s skippable video ad, compared with 57% of millennials and 47% of Gen Xers, per […]
Consumers form loyalties to new brands they bought in quarantine, survey finds
Dive Brief: The coronavirus pandemic is having a lasting effect on shopping behaviors after pushing consumers to experiment more in their brand choices and methods of purchase. More than a third (39%) of respondents worldwide said they had bought from a new brand during quarantine, per survey results that Bazaarvoice […]