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5 Cups of Morning Coffee

Each week our Knowledge Specialists summarize the top articles in 5 Cups of Morning Coffee below!

Social Media’s Impact on TV isn’t Currently That Big, but Shows Potential

Venture Beat highlights findings from the CRE study that was presented at last week’s ARF Audience Measurement 8.0 conference:

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A Survey of LGBT Americans

The latest study by Pew Research shows that:

• “An overwhelming share of America’s lesbian, gay, bisexual and transgender adults (92%) say society has become more accepting of them in the past decade and an equal number expect it to grow even more accepting in the decade ahead.”
• “At the same time, however, a new nationally representative survey of 1,197 LGBT adults offers testimony to the many ways they feel they have been stigmatized by society.”
• “LGBT population is distinctive in many ways beyond sexual orientation.”
• “Compared with the general public, Pew Research LGBT survey respondents are more liberal, more Democratic, less religious, less happy with their lives, and more satisfied with the general direction of the country.”
• “On average, they are younger than the general public. Their family incomes are lower, which may be related to their relative youth and the smaller size of their households. They are also more likely to perceive discrimination not just against themselves but also against other groups with a legacy of discrimination.”

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For more info, check out the Consumer Tab in Morning Coffee

Learn more about the LGBT demographic with the ARF Knowledge@Hand – LGBT Marketing

 

Second-Screening Posts Modest Results in Sports

Sporting News Media, in partnership with Kantar Media, released the annual “Global Sports Media Consumption Report” that found second-screening remains slow out of the gate for sports viewers. Results show:

• “In the past two years only 4% have begun following an event on an Internet-connected device while watching on TV.”
• “Still, 63% of fans consume sports content online, with 32% of those watching highlight videos. The research shows that 40% of online fans follow sports via a smartphone and 29% do so via a tablet.”
• “Consumption via mobile is growing, coming in at 35% this year versus 21% in 2011.”
• “25% of fans follow sports via social media and 77% of social fans do so with Facebook, 47% via YouTube and 33% with Twitter.”

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For more info, check out the Media Tab in Morning Coffee

Auto Manufacturers, Dealers Put More Coordinated Ad Dollars to Digital

eMarketer’s new report, “The US Automotive Industry 2013: Digital Ad Spending Forecast and Key Trends” noted that the “US automotive industry will spend $5.07 billion in 2013 on paid digital advertising, and that total is expected to rise to $7.80 billion by 2017—a compound annual growth rate (CAGR) of 12.8% between 2012 and 2017.  Continued strong growth puts the US auto industry on track to become the second-biggest spender in paid online and mobile media by 2015, surpassing the financial services industry.”

“Marketers in the automotive industry will invest approximately 60% of their paid digital dollars in direct-response efforts this year, eMarketer estimates, while brand-focused campaigns will make up the remaining 40%.  Search and display will still command the largest chunks of digital spending across the category, with the greatest growth in the areas of mobile, video, social and local.”

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For more info, check out the Advertising Tab in Morning Coffee

Completion Rate Said Most Important Metric for Multi-Screen Video Ad Campaigns

A new study from Mixpo found that measuring and evaluating campaign effectiveness is the top challenge when running multi-screen video advertising campaigns.  “The survey – of more than 300 industry professionals across agencies, media companies, and ad tech entities – indicated that perceptions regarding which metric is most important vary. While completion rate shows up as the most important metric, brand uplift is close behind in value. View rate, click-through rate and time spent viewing also received some first place votes.”

“The lack of common agreement on metrics is one indicator of the problems in evaluating the effectiveness of multi-screen video advertising, which 71% of agencies and 59% of media companies say is a core challenge.”

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For more info, check out the Marketing Tab in Morning Coffee

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