Our first chapter on D&I examined ads that represented as many segments of our society as possible in a single creative. In this section, we will review the Creative Assessment results of ads taking the opposite approach – keying in on a single segment in a bid for authenticity. II. Targeted Representative Storytelling Mass Mutual… Read More
TV ad budgets are facing increased scrutiny as economic uncertainty grows, mass layoffs continue and consumers’ wallets tighten. Brands have started to pull back marketing spend throughout Q3 and into Q4, including the world’s biggest-spending advertiser, P&G. Yet, most of those advertisers find themselves held to the same ROI and performance goals. Even marketers with… Read More
The holiday shopping season kicked off last week with a major emphasis on football among retail TV advertisers. From Nov. 24-28, 12.65% of retail brands’ TV ad impressions were delivered by the NFL, which was up from 9.02% the year before. College football also got in on the action, with 3.87% of retail TV ad… Read More
On Nov. 16, in a packed press event at 30 Rock, our partners at NBCUniversal gave reporters a full view of their ongoing transformation surrounding advertising technology and measurement. The event was a follow up to the One22 event in February, where NBCU made a pledge to utilize iSpot as a currency in the upfronts. … Read More
Etsy is kicking off the holiday shopping season with a campaign dedicated toward travelers, with a focus on the importance of family and friends vs. a promotional brand message. As the spot says, “Distance means so little when a gift says so much.” Since the campaign kicked off on Oct. 30, the ads have generated… Read More
As part of iSpot’s mission to constantly evolve TV measurement, we’re excited to announce a strategic investment in TVision Insights, the innovative audience panel technology company that is fueling greater transparency and diversity of choice in a rapidly transforming TV industry. With this investment, iSpot gained a variety of exclusive rights to integrate co-viewing insights… Read More
By testing all video creatives, marketers can look cross-sectionally and within categories to understand the complex communication required to have an impact with today’s increasingly challenging consumer. In iSpot’s Marketing Master Series, we will look at what marketers are actually doing, rather than being prescriptive about what they should do. We look at these marketing… Read More
While the Astros beat the Phillies to win the World Series on the field, advertisers competed for eyeballs away from the action. To that end, Samsung Mobile was the most-seen brand during the 2022 World Series, with 3.20% of all TV ad impressions during the games on Fox. Year-over-year, Samsung had 333% more TV ad… Read More
iSpot is honored to be recognized as the Hottest TV Measurement Company of 2022 in Adweek’s annual Hot TV List. Adweek’s annual Hot List is an industry standard that awards the best and brightest brands in TV, media, digital and tech. This comes off a pivotal year for iSpot, with high-level acquisitions, investments, and partnerships… Read More
Halloween is regularly one of the busiest times of year for candy, as brands want to be top-of-mind for shoppers loading up before trick-or-treating. But every candy product has its own approach to TV advertising around this time of year, as the last couple months have shown. Since Sept. 1, candy & gum brands have… Read More
Along with iSpot’s full Q3 TV Advertising Rundown report, we’ve also created breakouts for some of the biggest industries on TV. In retail, both est. national TV ad spend and ad impressions during new-airing programming showed slight dips compared to the previous quarter. However, major retail brands also surged – especially when compared to last… Read More
As consumers adjust to a post-pandemic world, marketers are taking the opportunity to spiff up, dust off, refresh their brands and reemerge with new focus and attitude. In the prior installment of the Marketing Masters Series, we examined brands that braved moving beyond long-standing campaigns to pursue new consumer segments and new growth. In this… Read More