News Archive
Retail Media Will Represent a Fifth of US Ad Spending in 2024
Inaugural quarterly US Ad Market Outlook Report from Advertiser Perceptions provides US ad spending forecasts across advertising channels such as, connected TV (CTV), linear TV, retail media, social media and more New York, NY (March 20, 2024) – US retail media...
Advertiser Perceptions Introduces AP Ad Insights Hub
Unbiased advertising-related data and insights subscription offering to help power business decisions New York, NY (March 6, 2024) – Advertiser Perceptions, the leading provider of research-based strategic market intelligence and analysis to the media, advertising and...
Advertiser Perceptions Predicts: Here’s What’s in Store for ‘24
As we head into the new year, advertisers, media and ad tech companies have a lot on their minds - and their priority lists. Chances are, there are things you’ve earmarked for 2024 that you’re unsure about. That’s where we come in. Here’s what our team of industry...
Corporate Responsibility and Brand Values Drive Advertising Decisions
In Advertiser Perceptions research conducted earlier this year among marketers and agencies, 72% reported that corporate responsibility and brand values actually play a more prominent role in marketing decisions in 2023 than in 2022. Recent consumer research from...
SPO Growth on the Rise: What Does This Mean for The Advertising Industry?
The usage of supply path optimization (SPO) among advertisers is up significantly from 2022, as advertisers have started to figure out how best to utilize SPO. They’ve found that it increases efficiency and provides greater transparency, which has also led to an...
It’s Time for Advertisers to Embrace Mobile Gaming
Mobile gaming is a massive opportunity for advertisers to reach consumers, but many are still not taking advantage of it. This is due, in part, to a lack of clarity around effective creative and execution. The mobile gaming industry reached $41 billion in the first...
Advertiser Perceptions Names Jacqueline Baranov Vice President of Consulting
Former MediaRadar director to lead client relationships for strategic market intelligence firm NEW YORK, NY, September 7, 2023 - Advertiser Perceptions, the leading provider of research-based strategic market intelligence and analysis to the media, advertising and ad...
Inflation May Be Fading, But Rising Interest Rates Are Still Disrupting Ad Spend Worldwide
Rates of inflation may be falling around the world, but advertisers are still feeling the effects, along with problems from the rising interest rates central banks have used to combat it, according to our recent International Macroeconomic Effects & Perceptions...
Advertisers – And Media – Are Waking up To the Latest Evolution of Video
Video (TV) advertising came into being right around 1941. Nearly 15 years later, ad spending reached $1billion. Video advertising evolved from black and white to color, sponsorships bloomed, screens got bigger and more vivid. Life was good for the typical TV ad sales...
More Advertisers Considering VR/AR Advertising for Improving Brand Engagement and Awareness
Think about it… A breakneck shift in focus to AI for big tech companies. A prolonged writers’ strike impacting an already challenged streaming/TV industry. A decline in traditional TV viewership by younger consumers, who are instead opting to spend more time viewing...
Advertisers Are Captivated by The Possibilities Generative AI May Unlock
ChatGPT is seemingly everywhere, with everyone from toddlers to their grandparents asking it questions. Generative AI, specifically, has captured the imagination of advertisers and consumers alike thanks to the impressive performance of large language models (LLMs)...
Writer’s Strike Hasn’t Yet Impacted Television Ad Spend, But That Could Change
The Writer’s Guild of America started its strike on May 1 to negotiate on a number of issues including pay, streaming residuals and methods of creative output. The strike has upended numerous events in the entertainment industry, shutting down late night television...
Retail Media Success Starts with Measurement
From Microsoft’s Retail Advertising Network to Walmart Connect to Best Buy’s Criteo DSP partnership, the retail media space has experienced tremendous growth over the past year. In fact, Group M projects retail media advertising to grow by about 60% by 2027, exceeding...
Larger Ad Spenders: A Reprioritization of KPIs, Channels and Partners… or a Redefinition?
Reaching audiences and scale and driving meaningful ad results has become more difficult for advertisers as they navigate macroeconomic impacts, a changing identity landscape and trust and brand safety concerns. These three factors increasingly influence which KPIs...
With a Clearer Macroeconomics Picture in 2023, Advertisers Are Keen to Spend
Macroeconomic pressures have had a significant impact on advertiser budgets over the past few years, leading to less spend and smaller budgets. Our Macroeconomic Report in February 2023 found that 43% of marketers and agency executives said that supply chain...
The Role of Advertising in Restoring Trust in Media
Whether it’s the bad faith broadcasting practices revealed by the Dominion lawsuit or intentionally divisive social media posts and threads, the scourge of disinformation is top-of-mind for many advertisers and media members. At the same time, many advertisers are...
Sustainability: Advertisers’ Role in Addressing the Climate Crisis
Climate change continues to be a serious concern as rising temperatures set yearly heat records and ocean temperatures set off alarm bells for climate scientists, per recent reporting by Axios. For American consumers, sustainability is increasingly top of mind with...
Podcasts: Meaningful Scale Easier Than Ever
The story of podcast advertising has been one of slow and steady growth over the last decade. As with several other media types, consumption of podcasts was accelerated by the pandemic, though still represents a small sliver of overall ad spending and activity. Now in...
March Madness: More Platforms, More Creativity, More Viewers, More Advertising
Just a few weeks after the Super Bowl, the collective attention of consumers and marketers has turned to the Spring season’s three-week long sporting juggernaut, March Madness. The attention advertisers get by aligning with the big basketball tourney draws some of the...
Ad Spend Impact: Retail Sales Continue to Grow
Retail sales grew 4.2% YoY in February according to recently released data from the US Census. While a significant amount of this growth is due to inflation, consumers still decided to grow their spending in retail stores by a mid-single digit percentage. Non-store...
Eureka Equity Partners Announces Investment in Advertiser Perceptions
Philadelphia, PA, February 16, 2023 - Eureka Equity Partners, a private equity firm based in Philadelphia, announced today that it has made a significant investment in New York based Advertiser Perceptions. Terms of the transaction were not disclosed. Founded in 2002,...
CTV Growth Means The Best Days Ahead for Ad-Supported TV
Despite perceptions that cord-cutters will make the TV future ad-free, connected TV (CTV) is expanding the frontier for advertising.
OPINION: Changing Buyer-Seller Relationships Offer TV Networks a Three-Phase Opportunity
By John Bishop, Advertiser Perceptions Moment of flux is a good time to reset the seller-customer relationship Networks are caught between c onflicting speeds. On one hand, there‘s a rush to catch up with streaming and heightened desire for cross-screen...
Most Mobile App Advertisers Have Yet To Dip Their Toe In Games Despite Access To Target Audience
Advertiser Perceptions finds that US mobile app advertisers prefer to buy advertising in social media, lifestyle and entertainment apps. Only 30% of advertisers spend on mobile games. For advertisers still sitting on the slide lines of in-game advertising, nearly half...
Third Party Data Declines As Advertisers Try New Targeting Strategies
Advertiser Perceptions finds advertisers building first-party models for contextual and cohort-based targeting while they turn to platforms including Google and Facebook for scale. Advertisers’ use of third-party cookies declined almost 10 percentage points last...
Publishers Lean on SSPs for Identity Solutions
Advertiser Perceptions finds publishers turning more to SSPs for new identify strategies as they move beyond cookieless solutions. Publishers aren’t as savvy as they need to be about how to use their own first-party data, and they are increasingly looking to SSPs for...
Podcasts Reach An Inflection Point
As the Medium Becomes a Mainstream Buy, it Faces Mainstream Pressures. In a relatively short time, podcasts have become a viable medium for brand awareness, storytelling, and performance. Instead of fighting for slivers of a niche budget, podcast ad providers now...
Advertiser Trust Can Enhance Media Brand Suitability
Information Integrity is Becoming a Baseline Filter for Media Buying By Sarah Bolton, EVP Business Intelligence, Advertiser Perceptions The Neil Young-Spotify controversy put trust and information integrity in the media headlines again last week. While some have...
Podcasts Are Gaining Ground
Podcast advertising consideration, intention, and usage are at all-time highs... at every stage of the podcast ad purchase funnel. Advertisers continue to embrace podcast advertising and see its importance increasing, alongside digital/streaming audio...
The Rising Video Tide Lifts All Boats
Advertisers can’t get enough video, so they’re upping their ad budgets to make room for more connected, digital and linear TV, including brand integrations. That’s the gist of the latest Video Advertising Convergence Report from Advertiser Perceptions, which has tracked the phenomenon in the US biannually for the past five years. The new report details the complex relationship advertisers are developing with video.
Advertiser Perceptions Quarterly Newsletters
Q1 2022: Kickstarting Sales & Marketing in 2022 We polled our panel of US advertisers in January to understand what resonates when researching and choosing media partners. Below, you’ll find tips on what types of content work, what resonates as quality, effective...
REPORT: Advertisers Prepare to Hold Media Accountable for Misinformation
Advertisers used to be concerned principally about appearing alongside problematic content. Now most are also worried about whether their programmatic and social ad buys indirectly support fraud and dis/misinformation, according to the new Trust in Advertising Report from Advertiser Perceptions.
Holiday Season Rebound For Digital Retail Advertising
Advertiser Perceptions finds most retail advertisers are running more digital and in-store ads, while nearly 70% already use or are testing live stream shopping. The holiday season will see a rebound in digital ad spending this year, as 47% of digital retail...
REPORT: How 2021 Changed the Upfronts
Advertisers pay rising premiums to lock in premium content, prioritize CTV, and plan to attend future in-person events. Advertisers spent more than half of their video budgets at the 2021 Upfronts and paid higher prices to do it, according to the Advertiser...
CTV’s Big Moment Is At Hand
Connected TV (CTV) has become a mainstay in advertisers’ video strategies, and most advertisers are betting bigger on the medium this year.
Three in five advertisers expect to increase their Connected TV (CTV) ad budgets in the next year and put one-third of their video spending into the medium, according to the inaugural CTV Landscape Report from Advertiser Perceptions.
CDPs Continue to Boost Their Role Across All Marketing Use Cases & Processes
Wave 3 of our bi-annual CDP Report points to strong signals that CDPs have gone from being a martech buzzword to serving a critical role in organizations’ tech stacks. We believe wave 3 shows that CDPs adoption and use is out of the first inning, and we are in the midst of a CDP evolution.
How Advertisers Are Solving for Identity in a Cookieless Future
THE IDENTITY LANDSCAPE IS FULL OF OPPORTUNITY FOR ADVERTISERS Advertisers are no strangers to the pressures of privacy regulation and navigating measurement challenges. At present, many are focused on managing the fallout from Apple’s update to iOS 14, which now...
Digital Retail Advertising Set To Soar
Advertiser Perceptions finds spending increasing and expanding across media types. More than half of advertisers have increased their spending on digital retail ads during the pandemic, and most of the rest expect to bounce back in the second half of the year. That’s...
Mobile Advertisers Push New Forms of Content with Identity Solutions in Flux.
Advertisers change their tune on gaming and kids’ related programming and apps, and turn up their investments in audio, video and ecommerce platforms. Mobile advertisers aren’t stuck in neutral as online identity solutions flux; their push to strike a balance between...
NEW REPORT: PANDEMIC BOOSTED IMPORTANCE OF BRANDED CONTENT AND INFLUENCER MARKETING
New report finds advertisers more bullish on branded content and influencer marketing in more ways, from the ability to address sensitive issues to driving sales. ACCESS DETAILS ABOUT BRANDED CONTENT AND INFLUENCER MARKETING REPORT HERE As the pandemic and social...
Report: Advertisers Aren’t Ready for IDFA Drop
As Apple readies to require iOS apps to ask users for permission to collect and share their data with advertisers, starting this Spring, advertisers’ windows into consumer behavior are narrowing fast. Only a minority of consumers are expected to opt-in to share their...
CTV Keeps TV Networks a Priority in Expanding Video Landscape
Think streaming networks will displace TV giants? Think again. New research from Advertiser Perceptions shows that advertisers are upping their ante on video, and the pandemic has pushed streaming to one-quarter of TV screen advertising budgets. Yet the largest...
REPORT: CDPs COMING OF AGE
New research shows marketers seeing significant benefits with Customer Data Platforms A new report from Advertiser Perceptions and Treasure Data clarifies the extent to which marketers are using and benefitting from Customer Data Platforms (CDPs). The report finds...
REPORT: CDPs COMING OF AGE
New research shows marketers seeing significant benefits with Customer Data Platforms NEW YORK (October 7, 2020) – A new report from Advertiser Perceptions and Treasure Data clarifies the extent to which marketers are using and benefitting from Customer Data Platforms...
Contrary to Hype, Advertisers Divided on AI
Surprisingly, 50% of advertisers have no plans to use AI in marketing, according to a January study by Advertiser Perceptions. That’s 14% more AI avoiders than April 2019, when 36% of advertisers said they had no plans. “For a decade now, advertisers have been...
Study: Main Street and Madison Avenue Primed to Zone Target Audiences on FM Radio
Local retailers and national brands alike are poised to spend more ad dollars on FM radio when geo-targeting is available, according to a joint study by BIA and Advertiser Perceptions. More than 90% of local retailers and two-thirds of national advertisers are poised...
2020 Ad Budgets to Increase
New: And Then There Were Three…
Advertiser Perceptions Chief Strategy Officer Kevin Mannion spoke recently at the AdExchanger Programmatic I/O Conference in New York City. Kevin's presentation focused on how Amazon is competing with Google and Facebook across the media and tech landscape... and is...
Advertisers To Increase Spending in 2019 – Lions’ Share to Paid Media and Martech
Last month, we asked more than 300 advertisers whether they plan to increase spending this year. The majority said yes, with brand marketers and agency professionals indicating that overall spending will increase by an average of 14% in 2019. Many cited opportunities...
Why Video Won’t Kill The TV Star
Advertiser Perceptions finds more advertisers increasing video advertising across all platforms, despite persistent concerns over measurement and safety. A new report from Advertiser Perceptions confirms the complementary nature of TV and digital video as advertisers...
The Power Of Participation-Based Marketing
Last week we had the honor of moderating an engaging panel at AdExchanger's Industry Preview 2019. A complimentary video recording of the discussion is provided to you below. In this session, expert panelists Stacy Minero of Twitter and Lou Paskalis of Bank of America...
What Is Inspiring Advertisers to Increasingly Adopt Native Advertising?
Competing for consumer mindshare is a perennial challenge for marketers – one made all the more difficult as consumers continue to find ways to avoid any kind of interruptive advertising. Unsurprisingly, momentum around ad formats that add value and harmonize with...
Amazon Pulls Ahead In Latest Advertiser Perceptions DSP Report
Based on interviews with 483 advertisers in July, the new DSP Report from Advertiser Perceptions shows Amazon pulling ahead in usage, with 41% of advertisers using the Amazon Advertising Platform, while 35% use Doubleclick Bid Manager and 26% use The Trade Desk. AAP...
Who’s Afraid Of The Big Bad Blockchain?
By Justin Fromm, Vice President Business Intelligence, Advertiser Perceptions The chief reason: They associate blockchain with the volatile bitcoin and cryptocurrency marketplaces. They’re...
Advertisers Continue to Be Concerned Over Ad Measurement ROI, Fraud, Inaccuracy
If advertising's impact cannot be accurately measured, then media brands can't effectively monetize their inventory, and advertisers will continue to hold back ad dollars and resist adopting new media formats. In our 2018 Advertising Measurement Report, insights from...
Multi-Platform Solutions and Brand Safety are Key Drivers for Video Spending Copy
Video convergence is here. Video advertising convergence…not so much. Today’s consumer doesn’t differentiate between linear TV, digital video, and over-the-top options when viewing content. Yet, reaching consumers across the myriad video options remains a challenge...
What Agencies and Marketers Want From a DSP
According to our latest research, digital ad spending continues to shift from direct to publishers and toward programmatic. In the fourth wave of our annual DSP Report, advertisers now expect to spend over 50% of their budgets via programmatic channels. However, while...
Multi-Platform Solutions and Brand Safety are Key Drivers for Video Spending
Video convergence is here. Video advertising convergence…not so much. Today’s consumer doesn’t differentiate between linear TV, digital video, and over-the-top options when viewing content. Yet, reaching consumers across the myriad video options remains a challenge...
Mobile Advertising: The Delicate Balance Between Personalization and Privacy
The holy grail for advertisers is reaching the right person with the right message at the right time. The smartphone gives advertisers the best tool to meet that objective, consequently resulting in the movement of more dollars to reach consumers on their personal...
What Does a Good DMP Look Like??
What does a leading data management platform (DMPs) do in the minds of advertisers that others do not? What do the leaders in this category need to do better? In this session at AdExchanger's Programmatic I/O Conference, Kevin Mannion of Advertiser Perceptions looks...
WPP Tops First In-depth Marketer Rankings of Agencies
Advertiser Perceptions’ agency evaluation report shows one in three marketers exploring non-traditional alternatives. NEW YORK (December 13, 2017) – Advertiser Perceptions, the business intelligence firm that tracks what advertisers think about advertising issues and...
Amazon and Google Hold Lead as Demand Side Platforms (DSPs)
Advertiser Perceptions report finds other platforms face a differentiation challenge. NEW YORK, NY (November 27, 2017) – Most advertisers are accelerating or prioritizing programmatic buying as the benefits of improved targeting, data, time and cost efficiencies...
What Does a Good DSP Look Like?
A New Industry Presentation from Advertiser Perceptions Presented by: Kevin Mannion, Chief Strategy Officer, Advertiser Perceptions 30 minutes, including 10 minutes of Q&A What does a leading DSP do in the minds of advertisers that others do not? What do even the...
The Importance of Public Relations
Advertisers Are Using Addressable TV in Greater Numbers
Advertiser Perceptions study of advertisers familiar with Addressable TV shows majority buy it as much for brand awareness as transactions. NEW YORK (April 24, 2017) – Addressable TV advertising has doubled in the past year, according to various industry sources,...
Advertisers Full Speed Ahead on Mobile – For Now
Advertiser Perceptions report shows audience remains the catalyst, programmatic buying is on the rise. NEW YORK, NY – As smartphones get smarter and people spend more time on them, advertisers intend to keep spending more on mobile, according to a new Mobile...
Trust Issues Weigh On Digital More Than Many Think
Advertiser Perceptions finds marketers growing even more cautious about ad spending with social platforms. NEW YORK, NY – Third-party verification can’t come too soon to digital media, as the combination of bot fraud, fake news and audience restatements has 50% of...
60% Of Advertisers Will Review Their Agencies In Next 12 Months
New AIR for Agencies Report from Advertiser Perceptions also finds one third of advertisers losing trust in agencies, while nearly half are unclear on the future viability of the agency model. NEW YORK, NY – A first of its kind report revealing the perceptions of the...
Native Advertising Optimism Gain Momentum
Social networks lead the charge as more advertisers look to commit more money to native campaigns. NEW YORK, NY – Native advertising is gaining momentum as a brand advertising genre, according to the media industry business intelligence experts at Advertiser...