5 Cups of Morning Coffee

About Morning Coffee

Morning Coffee is a customizable, real-time aggregator of news feeds, research, blogs, and videos from the industry and beyond. Morning Coffee keeps you up-to-date on what you want to know, when. Browse through various topics and publications to stay on top of the latest industry news.

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What’s New This Week

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

Most Second Screens Don’t Follow Up on TV Ads

Dec 22, 2014

Only 11% of multiscreen users “proactively use a digital device to follow up on a TV ad”, according to Millward Brown. Although 35% of all screen time involves simultaneous usage of TV and a digital device, consumers are more likely to be doing an online activity unrelated to TV.

What Binge Buying Means For Marketers

Dec 22, 2014

Research highlighted in Knowledge@Wharton suggests that customer segmentation needs to take into account ‘clumpiness’, a consumption pattern of inactivity interrupted by short buying bursts. The authors recommend adding clumpiness as a fourth dimension when doing segmentation based on recency, frequency, and monetary value. When looking at customers that have churned, ‘clumpy’ customers are valuable to […]

Humorous Ads Gain Edge With Placement

Dec 22, 2014

MediaTel and WARC highlight research that suggests that “the funniness of an ad is not just a creative issue but also one of media placement. The perception of funniness can be boosted through channel selection or implementational tactics.” One Millward Brown study that ran identical creative on TV and cinema revealed differences in the proportion […]

Young Men Lead Smartphone Shopping

Dec 22, 2014

Seventy-six percent of male smartphone owners aged 18-34 make purchases on their smartphones in a typical month, compared to only 59% of females in that age group, according to research from the IAB and Precision Marketing Insights. Additional findings on holiday shopping from this report:

Enthusiasts, Dabblers, and Lurkers on Social Media

Dec 22, 2014

A report from Vision Critical states that 85% of Facebook updates come from 29% of the Facebook audience, and suggests that the people who participate and post on social media data are not necessarily representative of a brand’s customers. The report identifies three segments: Enthusiasts, who post 5 times a week or more, Dabblers who post […]