Andy Gladwin, Head of Global Mobile GTM, Cheetah Digital discusses how there’s a growing body of evidence, suggesting that people are more obsessed with their mobiles than ever before. For marketers and brands, this obsession translates into incredible opportunity, especially as the third-party cookie crumbles and relationship marketing emerges as king of the marketing paradigm.

TV ad impressions were up 7.29% YoY in the first half of 2022, according to iSpot.tv’s “2022 TV Advertising Snapshot.” Additional findings include…

Since the year began, Caesars has reabsorbed “almost a half-billion dollars” in funds that originally had been earmarked for customer-acquisition/marketing efforts. And while the reduction in ad spend may have reduced sports fans’ exposure to Caesars pitchman J.B. Smoove—according to iSpot.tv estimates, the comic’s two most-deployed spots served up 519 million impressions during the 2020-21 TV season—the cuts thus far haven’t coincided with a proportionate decline in share.

Among car manufacturers, national TV ad spend in June plummeted 23% versus the year-ago period, to $161.3 million. Per iSpot, auto spend was off by nearly $50 million compared to June 2021, while sports buys made up just 21% of all car-ad impressions, down from 26%.

Per iSpot, Caesars accounted for 22% of all sportsbook TV ad impressions between September 2021 and May 2022, making it the second most-visible brand in the category behind only FanDuel.

But cable programmers and smaller networks are in a very different position – most of them are reporting spending even more with Nielsen, some more than double what they normally do. These are programmers that haven’t done deals with VideoAmp, iSpot or even Comscore yet – they’re still very reliant on Nielsen.

The second problem is that most of the alt measurement providers like VideoAmp, iSpot and 605 just don’t play in local markets. None of them offer local TV measurement solutions yet. They’re much more focused on national because most of the money in the US TV market is in national.

GroupM published research recently with iSpot to validate the delivery of streams and found roughly 10% of CTV impressions delivered to devices that were turned off.

It is currently listed as the only accredited television service by the MRC, which continues to list the TV services of Comscore, iSpot.tv, and Nielsen's national and local measurement services, as "under review."
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To date, Comscore and iSpot.tv have yet to give guidance on when they expect a vote on MRC accreditation for their television audience measurement services, but both have been certified as advertising currencies by big TV sales organizations, and are believed to have been used as secondary, if not primary currencies by agencies.

Spanish-language programming and sports were big gainers during the first half of 2022, according to a new analysis from research and analytic firm iSpot.TV.

iSpot found that despite the shift of viewing to streaming, live TV continues to deliver for advertisers, increasing impressions by 7.29% from a year ago.

iSpotTV recently issued its 2022 TV advertising snapshot which among other topics included TV ad impressions covering the first six months of 2022. The report includes only “new” (no reruns or syndicated) programs.

The audience measurement company reported year-over-year live TV ad impressions rose by 7.29%. The ad impressions for all Spanish language programs were above average increasing by 11%. In what was called a “test and learn phase” with NBCU, among 67 marketers the average mix of TV ad impressions was only 9% for OTT with the remaining allocated to linear TV. For the 2022-23 upfront NBCU announced 40% of upfront negotiations were not based on traditional demographic guarantees. Moreover, Disney’s upfront haul of $9 billion included 40% allocation to digital and streaming.

Every weekday we bring you the Ad Age/iSpot Hot Spots, new commercials tracked by iSpot.tv, the always-on TV ad measurement and attribution company. (Scroll down to watch them all.)

A few highlights: A space exploration control room worker asks, “How do they make Starburst so juicy?” (Spoiler: Starburst is, per the ad’s tagline, “unexplainably juicy.”) NBA stars Trae Young and Anthony Edwards help Sprite call attention to its new ready-to-recycle clear bottle. And Ryan Reynolds and his wife—er, actually a stand-in for his wife—promote Mint Mobile’s family plan.

In other news, according to data from iSpot.tv, Downy and Tide cleansers had the highest category share of voice of all advertised CPG brands in the first half of this year.

The #1 “most likeable” CPG television ad, as measured by iSpot.tv’s Creative Assessment consumer survey, was a 29-second version of this spot for P&G’s Dawn Ultra Platinum EZ-Squeeze dishwashing liquid.

According to iSpot.tv, the brand had 726 million TV impressions and scored 10% above the norm for brand recognition and 15% higher for positive purchase intent.

According to Cheetah Digital’s new Digital Consumer Trends Index, 67% of consumers in Australia do not trust the advertising they see on social media platforms. And more than half (63%) don’t trust social media platforms with their data.
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A recent Washington Post poll finds that, of all the large tech companies, social platforms like Facebook and Tiktok have the lowest level of consumer trust. In fact, 72% of Internet users rated their level of trust in Facebook as “not much” or “not at all” to responsibly handle their personal information and data on their Internet activity. And roughly six in 10 distrust TikTok and Instagram, while slight majorities distrust WhatsApp and YouTube. This decline in trust mirrors Cheetah Digital’s findings to a T.

Consumers have low levels of trust for social media advertising, but will pay more to purchase from a trusted brand, a new report from Cheetah Digital reveals.

According to Cheetah Digital’s new Digital Consumer Trends Index, 67% of consumers do not trust the advertising they see on social media platforms. And more than half (63%) don’t trust social media platforms with their data.

Sailthru Experiences is a real-time, dynamic tool that seamlessly integrates with existing Sailthru solutions like email, SMS and mobile push. Marketers can simply add Sailthru Experiences directly into text and call-to-action buttons in campaigns without any technical training. The data collected flows directly into Sailthru’s User Profiles, where it can be activated in real-time across paid, owned and earned channels.

Influencers are going to be at different stages of their lives and that will impact their relationship with brands, says Conor Begley, co-founder of influencer marketing platform Tribe Dynamics, acquired in 2021 by influencer marketing software firm CreatorIQ, where he is also chief strategy officer. The most impactful influencers are “genuinely aligned” with a brand’s story and history, he says.

B+C has partnered with always-on TV ad measurement and attribution company iSpot.tv to bring you a weekly chart we call Promo Mojo: exclusive data showing TV’s most-promoted programming ranked by ad impressions. Our data covers the seven-day period through July 31.

Indeed, when reporting the results of its first post-Nielsen measurement project with iSpot.tv, NBCUniversal recommended that advertisers weight TV plans to include at least 30% OTT impressions to maximise incremental reach and optimise frequency management.

For the three months ended July 31, networks have aired 13% more national TV program promos (1.7 million spots) and 10% more impressions (248.8 billion) versus the same period a year ago, according to a MediaPost analysis iSpot.tv data.

When it comes to advertising dollar value, those promos are estimated to be worth $1.34 billion in equivalent media buys. Virtually all of it -- about $1.2 billion in advertising value -- comes from networks using their own platforms to run their program promos. The much smaller piece -- about $145.2 million -- comes from paid ads on other networks they don't own.

To date, the biggest streaming platforms by share of political ad spend are Comcast's XFINITY Streaming (15%), Vizio's WatchFree+ (15%), Spectrum Streaming (14%) and DirecTV Streaming (13%).

TikTok is not just a platform for entertaining dances or interesting trends. It is becoming a platform where Gen Z are flocking to for news. A survey of more than 1,000 consumers by CM Group late last year found that 23% of Gen Z shares news and information on TikTok, twice that of any other generation. While Facebook, Instagram, and Twitter might be common platforms for politicians to engage with audiences, TikTok seems to also be a rising platform politicians are starting to experiment on. Some politicians that are active on TikTok include Malaysia's finance minister Tengku Zafrul Aziz and health minister Khairy Jamaluddin as well as Singapore's DPM and finance minister Lawrence Wong and health minister Ong Ye Kung. Malaysia's member of parliament Syed Saddiq also has a presence on TikTok.

CM Group today announced that Sailthru, the leading personalized marketing automation SaaS solution for retailers, publishers and media, has introduced Sailthru Experiences. This powerful new offering extends the Sailthru platform and allows customers to build and engage audiences through the collection of first- and zero-party data across the entire customer lifecycle. Today’s launch of Sailthru Experiences, which follows the release of SMS this spring, further underscores CM Group’s investment and commitment to delivering best-in-class marketing and engagement solutions that address the challenges marketers in retail, publishing and media face.

“In a recent study, we found that 74% of global consumers want brands to recognize them as an individual,” states Desta Price, chief product officer at CM Group. “This means the future of marketing is relationship-driven, built on creating personalized experiences throughout the entire customer journey.”

But Price adds that “the eventual demise of cookies, along with increasing legislation addressing nefarious third-party data practices, means brands need to own their customer data outright and that includes obtaining proper consent.”