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Weekly Digital Breakdown

Alexa Gets Into Politics

If you’re looking for an easy way to contribute to the 2020 presidential election, Alexa can help. As of today, principle candidates can register to receive donations through voice commands on Amazon’s Alexa. Starting in October,users can contribute up to $200 to participating candidate’s campaign funds through Amazon Pay. 

In addition to making a financial contribution, Alexa users will also have access to advanced functionality which includes support for new questions and features to keep voters informed. Some examples include, “Alexa, how is [candidate’s name] polling?”, “Alexa, who endorses [candidate’s name]?” or “Alexa, when is the next debate?” The enhanced technology is an effort to build off previous election experiences and helping voters become more involved in the electoral process. 

As Alexa learns more about the information voters seek, Amazon will continue to add and refine its functionality in the process.  Aside from asking questions directly to the device, the company also allows users to choose their preferred news providers for electoral updates as the country is about to enter what many considered a very contentious race. 

Steps to sign up for Alexa Political Contributions detail the necessary criteria required to be considered. As stated on the site, only principle candidates are eligible but no additional information on what qualifies someone for that distinction is included. 

While the improved technology could be a huge win for candidates, it comes as big tech is under immense scrutiny for data privacy. Amazon did not make any comments with the release concerning if or how they will use users questions or presidential candidate preferences for targeting purposes. Following the 2016 presidential race, election integrity in terms of data and ad targeting remains a huge concern and with this updated feature, users will be willingly providing detailed information into what previous generations have viewed as very personal information.  

As of today, Mayor Pete Buttigieg is the first to express interest and has contacted Amazon about the process. The company expects others to follow suit prior to giving the public access next month. 

Alexa is ready and willing to be a resource for users during the election process, they just won’t tell you who to vote for on election day.  

https://www.adweek.com/digital/amazon-alexa-campaign-donations/?

The Peacock Network Struts Into Focus

The streaming market is about to welcome a new player next spring. NBC plans to release the Peacock network packed with over 15,000 hours of content with a heavy focus on their original comedies. NBC chose the name of the service in a nod to the iconic brand’s logo, which has been  viewed in living rooms since it first debuted in living rooms in 1956. The announcement comes on the heels of the launch of Disney+ and Apple TV+, both slated to be open to subscriptions starting in November 2019.

Like others, the new service will offer both an ad supported and subscription supported options. The company is hoping to boost viewer excitement with reboots of loved 80’s classics such as Punky Brewster and Saved by the Bell, combined with original programming with stars such as Alec Baldwin and Christian Slater. Peacock also boasts a catalog of exclusive streaming rights to coveted comedies such as The Office, Parks and Recreation, and many more.

The service will first be offered to Comcast subscribers, at least in ad-supported format, and then rolled out to the public. NBC anticipates the service will offer content that can connect to all household members, continuing their reign as a leading household name for entertainment.

https://www.adweek.com/tv-video/nbcuniversal-sets-a-name-and-content-slate-for-its-upcoming-streaming-service/

Amazon Searches Turn A Profit

Amazon is facing new claims in a recently published Wall Street Journal article that product results populating from shopping searches are being skewed to show the company’s most profitable items first. Engineers who worked on the project report the tech giant optimized its algorithm last year in favor of Amazon’s own branded products. 

If true, the news is particularly concerning for Amazon sellers who rely on the results for product promotion. With the majority of sales coming from the first page of results, losing rank could significantly impact profits, particularly for smaller businesses. Other indications of the potential shift come with default search rankings now being listed as “featured” rather than previously listed by “relevance”. The adjusted criteria could be giving other companies no way to overcome what appears to be a hardwired disadvantage. Amazon denied changes to its process and said it does not factor in profitability into search rankings. 

The accusations could be a serious concern as big tech brands continue to find themselves the target of federal focus. Regulators are monitoring the industry particularly closely for fear companies are using their stronghold on the market to  discourage and even eliminate competition. As the company continues its massive success, it’s unlikely it will escape the growing spotlight.

https://www.engadget.com/2019/09/16/amazon-algorithm-search-results-profitability/

Weekly Digital Breakdown

Facebook Considers Removing Likes

After more than a decade of building its business around likes, Facebook will begin testing removing the count from public view in user feeds. Much like Instagram, the parent company intends to shift focus to content quality to better foster a sense of online community and keeping people connected. The like or reaction count would be visible to the post creator but would be hidden from view from others and could be permanently implemented across the platform. 

While the potential change would likely not have much impact on brand advertising, it could dramatically affect their relationships with influencers. Brands currently review influencer follower and like counts when choosing partnerships. Without this information, evaluation would require other aspects of an influencer account, such as content creativity and follower interaction, when determining which partners would be the best fit for the brand. This could create an additional hurdle for content creators when seeking brand sponsorship opportunities.

The company currently has no projected timeline for if or when they plan to implement the change to all users but, it does appear the shift could be on the horizon with testing now taking place on both major platforms. This combined with other recent changes by Facebook, imply a refined focus by the company on creating quality content and rebuilding user trust in the wake of ongoing privacy concerns. The process of rebuilding may also come renewed faith by marketers, driving engagement and advertising dollars. 

With social platforms being a relatively new industry, there is still much that’s unknown on creating maximum effectiveness and peak usability without the invasion of user privacy.  As people continue to evolve their use of social media, the platforms themselves will need to be prepared to adapt in order to stay relevant.

https://marketingland.com/facebook-confirms-it-is-considering-removing-like-counts-266535?

Binge-watch With The Help of Google 

If you’ve ever felt overwhelmed by all of your streaming options, you’re not alone. Looking for the right program can sometimes take longer than the actual show or movie itself. To help those undecided viewers, Google announced the release of a recommendation feature connected to searches to make binge watching that much easier. 

The added feature will customize suggested titles by considering entered search terms, selected providers, and historical reviews of movies or shows previously viewed. Prior to the update, Google supplied program details such as ratings,critic and user reviews, and the cast list but search criteria had to be specific. Now, users can look for suggestions more broadly with terms like “80s movies,” “romantic comedies,” or “good shows to watch” and a list of top picks will populate.Once suggestions appear, users can further customize by creating a profile of likes and dislikes under “Top picks for you.” The feature will display 5-10 show and movie titles with the option to like, dislike, or skip which helps the algorithm understand the user future search suggestions. Users can also opt to indicate which streaming services and cable options they use which will allow for direct links from programs to services available.   

The basis of the addition is all about customization users crave and expect online. Google confirms that the information is strictly used to help viewers and is not leveraged for advertising opportunities. Based on the wealth of entertainment data available if you can’t find something with Google’s assistance, you may be better off going to bed.

https://techcrunch.com/2019/09/05/googles-new-feature-will-help-you-find-something-to-watch/

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It’s The Most Wonderful Time Of The Year...Already

The calendar may only say September, but holiday shopping is already on the minds of marketers. For the rest of the year, it remains the primary strategy focus and will only continue to gain momentum.  Understanding the shifts in shopping behavior is essential to brands for messaging and utilizing the proper channels to reach consumers during this peak shopping time. While shoppers remain divided on their approach, a recently released Coresight Research Holiday 2019: US Shopper Survey,noted the increasing shift to online shopping continues.  However, an overwhelming number of shoppers, 55% of Gen Z shoppers and 54% of Boomers will continue to go in-store to check off their holiday shopping list. While this is good news for retail locations, it leaves much uncertainty as to whether shoppers continue to come in-store simply to browse and price compare and then complete their final purchases online.

Shopping behavior continues to be mixed as many survey respondents indicated they will use a combination of online shopping and visiting brick-and-mortar locations while others are happy to never stepping foot in a store. Reasons for continuing to go into retail locations ranged from the need to browse for the perfect gift idea, tangibly seeing and testing items before purchase, and simply enjoying holiday shopping time and being part of the festivities. Although many plan to continue to shop in-store, over 44% of survey respondents felt just the opposite and liked the convenience of online shopping to avoid crowds followed by those who liked the ease and time saving elements of digital shopping. Consumers planning to do at least some holiday shopping online, are largely choosing Amazon over Walmart and Target, which were popular stops in previous years.

A somewhat surprising finding from the survey was the impact of recent economic changes on behavior.  Nearly 60% of the 1,784 shoppers surveyed reported concern of product price increases this season due to newly imposed tariffs on items coming from China. This uncertainty may have a larger effect on brands as it could require an adjustment in strategy to overcome shopper hesitation. 

The overall consensus from the survey data and behavioral trends illustrated primary concerns for shopping decisions come down to four common themes; price, product availability, promotional opportunities, and finding the best product quality across brands. Overall, consumers are not committed to one way of holiday shopping and will continue dividing their efforts online and in retailer locations. While the behaviors continue to evolve, there are still a large percentage of people who simply enjoy the energy and magic of the in-store experience during the holidays. 

https://www.retaildive.com/news/walmart-target-could-lose-holiday-customers-to-amazon/562203/

Weekly Digital Breakdown

YouTube Alters Ad Policy

As big tech continues to find itself under a microscope in terms of the privacy of user’s personal data, YouTube announced plans to discontinue ad targeting to videos geared toward younger audiences or those more likely to be viewed by children. While the company has created a separate, ad-free YouTube Kids app, children’s content can still be found on YouTube and receives billions of views. 

Currently, ad targeting on YouTube relies on the collection of user data and includes information such as demographics, interests, topics, or keywords to reach viewers. While this practice has been largely accepted for adults, Children’s Online Privacy Protection Act (COPPA) prevents the company from using data collection and targeting for minors. Critics of the recent policy change are concerned the additional layer of ad safety, while good intentioned, may be difficult to accurately regulate due to the categorization of videos and the subjectiveness of which content is “directed toward children,” making it difficult to know precisely which videos should exclude advertising. 

While it’s unknown if the recent decision is a direct result of YouTube’s potential breach of the COPPA policies and the involvement of the Federal Trade Commission, it’s likely part of the agreement or an act of goodwill. The only certainty from the situation is that it’s becoming increasingly difficult for ad serving platforms to adhere to strict guidelines being put in place as they constantly find themselves unable to keep up. 

https://www.bloomberg.com/news/articles/2019-08-20/youtube-plans-to-end-targeted-ads-to-kids-to-comply-with-ftc

Voice Assistants Are Commanding Attention

If there was ever any doubt about the ability for voice-controlled technology to make an impact on the market, recent reports by eMarketer show just how impactful voice search technology is for users and brands with nowhere to go but up. Currently, over 111 million people in the US, 33.8% of the total population, are using voice assistant monthly at minimum and are projected to exceed 122 million people by 2021. In addition, voice commanded searches are projected to account for 30% of all website sessions within the next 18 months.  

Accessibility to voice technology is now incorporated in the daily lives of most with the adoption of smart phones and smart home devices, creating more familiarity with the capabilities and increased trust in accuracy. Reasons users state for accessing voice assistance ranges from getting directions, listening to music, or finding nearby dining which allow users to easily multi-task while getting information. When it comes to device preference for voice assistance, mobile continues to be the clear front runner over home devices based on time in the market.

In evaluating the breakdown of usage by assistant type, Google Assistant remains the clear winner with 93% accuracy based on recent reports when compared to Apple’s Siri and Amazon’s Alexa. When testing, the biggest discrepancy in scores occurred during commerce-related questions (such as those requesting online ordering), with Google Assistant correctly answering 92% of requests, Alexa 71% and Siri 68%. 

With the data showing a clear trend in the use of voice assistance, the big question for marketers is how to best address the change and what does this mean for digital marketing.  Voice searches are unlike those typed into a search bar with requests done in more natural language and reaching these audiences requires adjustments to PPC campaign structure. Advancements in technology also allows for the devices to take searches the additional step by actioning items such as completing an online order. Addressing these audiences requires additional optimization for increased voice search traffic and it’s uniqueness in order to maximize brand exposure. Marketers need to be focused on implementing design changes to meet the demand and gain valuable market share.

https://searchengineland.com/voice-assistant-usage-now-at-critical-mass-as-google-assistant-crowned-smartest-320798

Los Angeles Has A Maisel Makeover

Marvelous Mrs Maisel fans in LA enjoyed a true 1950’s California experience last Thursday with Amazon’s coined #MaiselDay. The promotion of the upcoming season for the streaming hit included nearly 30 businesses in the Los Angeles area with throw-back pricing, reminiscent of times gone by. Patrons experienced everything from 51¢ movies, $2 manicures or hairstyling, a 75¢ shoe shine, and 85¢ reuben sandwiches, as seen in many of the comedy’s episodes featuring main characters Midge and Susie.

While Amazon encouraged the 1950’s pricing for participating partners, many went for a full Maisel makeover with period inspired decor, such as working payphones and jukeboxes while others showed the award-winning series on loop on lobby screens for customers to be fully immersed in the experience.   

The promotional campaign garnered so much attention with the record low 30¢ gas prices that local law enforcement had to unfurl the unexpected traffic. While most were understanding of the tie-up, it did cause a temporary shut down in pricing until police could get assistance with traffic direction. 

The overwhelming success of Amazon’s promotion had fans raving and those unfamiliar questioning what they were missing, which is just the publicity Amazon was seeking with Masiel Day. The added hashtag allowed fans not in the area to join in on the fun, further invoking curiosity and enthusiasm for the much anticipated season three release.

https://www.latimes.com/entertainment-arts/tv/story/2019-08-14/marvelous-mrs-maisel-amazon-deals-emmys

Weekly Digital Breakdown

Netflix Tests Extras On Its Mobile App

Finding what to watch on Netflix isn’t always so chill and the company is experimenting with ways to help users find something that interests them quicker.  With so many options, from movies to original programming, many viewers can feel overwhelmed with the amount of content available.

To help guide viewers, the company introduced an “Extras” option on the navigation bar of the mobile app. Users are now offered a variety of helpful programming suggestions including New Arrivals, upcoming releases and additional programming suggestions based on previous viewing history.

Delivered in a story format similar to those found on Instagram and Snapchat, video clips and photos of Netflix programming are displayed as you scroll.  Users can then add shows or movies to playlists for viewing or choose the “reminder” option and be notified when upcoming programming becomes available. While most Netflix viewing is still on television, the mobile app provides a unique opportunity to reach and engage a captive video audience.  

Based on the success from other platforms, moving to shareable videos is yet another way Netflix can not only personalize the experience, but also promote their own programming.  It’s also an effort to better connect fans with shows they love and expand viewing options.

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Netflix noted that the feature is still in testing and there’s no official word on a roll-out to the masses. The capability does allow the company to join a larger social discussion about content provided or what’s desirable, providing untapped audience insight and potentially increased time on the platform.

https://techcrunch.com/2019/06/05/netflix-tests-an-instagram-stories-like-feed-called-extras-in-its-app/

Snapchat Is Changing Its Story To Include Ecommerce

In the wake of Instagram’s recent release of the checkout feature and branded content ads, other social platforms are feeling the heat to close the gap and help influencers better monetize their content. Snapchat, in particular, added a shopping feature this week to boost its ecommerce efforts, increase the competition, and use influencer partnerships as way to more authentically reach audiences.

By partnering with Shopify, the company updated accounts of select high-profile influencers (Kylie Jenner, Kim Kardashian West, Shay Mitchell, Spencer Pratt and Bhad Bhabie) to test the capabilities. The native checkout will be enabled with the addition of a shop button that lets users purchase products from the influencer’s respective brands.

The enhanced commerce experience distinguishes Snapchat as one of the leaders in the space and creates focus on their ability to increase available user profile data and add monetization. Snapchat has been an industry sleeper, but the addition could help shift the pendulum in their favor, positioning the company to gain more influencer interest which translates into more ecommerce advertising dollars.  As Snapchat continues to build out its shopping capabilities they can more accurately attribute sales dollars to specific ads, increasing platform value.

The partnership further exemplifies the evolution of shopping from brand websites to social media channels. As Snapchat continues to refine its strategy and gain social momentum, the company’s innovation helps establish their growth in the market.

https://www.adweek.com/brand-marketing/snapchats-latest-updates-to-its-commerce-experience-hint-at-things-to-come/

Kid-Tech A Largely Untapped Market

With shrinking attention spans, marketers are under pressure to get their message conveyed fast.  This is even more true with kids who have grown up in an age where information and media are accessible at lightning speed around the clock. To reach this influential younger market, advertisers plan to spend more than $1.2 billion in ads globally by 2021, according to new research released by PricewaterhouseCoopers. The focus is primarily on international audiences across devices and platforms such as social media, search, and video formats.  However, the report magnified the need to market to this captive audience early and often.

“Kids-tech”, particularly social platforms, have been largely ignored by big tech due to the amount of red tape. While companies have released limited kid-friendly offerings such as Facebook’s Messenger Kids, Amazon’s Echo Dot Kid’s Edition and YouTube’s Kids app, advertising outside of these platforms has marketers feeling lost. The lack of attention to the space has since paved the way for innovative startups to create safe environments for both user and advertiser.  Programs are being developed to simulate what’s available for adults, but with stringent online privacy policies that prevent data being collected and used for ad delivery. Instead, ads are being served by site or page context without the use of cookies for personalized targeting. Platform moderation is also not left to chance with automation, but done manually by humans.

For big tech, their responsibility to this audience is great.  They must consider a myriad of factors such as online privacy which includes personal and geo data collection, strict advertising guidelines and ways to enforce policies with minimal for error.  However, with kids making up the fastest growing online audience, they can’t continue to leave this market untapped.

https://www.adweek.com/programmatic/advertisers-will-spend-more-than-1-billion-on-kid-centric-ads-by-2021/

Driving Your Digital Presence with Video

We live in a world of convenience at every turn. Information and entertainment is available on demand. Thanks to streaming video and Connected TV, you can view the content you want when it fits in your schedule with the click a button or voice command.  The landscape for viewing has changed immensely having not only an enormous effect on traditional television advertising, but also how marketers are adjusting their budget to accommodate the rapidly changing landscape.

With Connected TV users expected to exceed 190 million in 2019, the need to adapt to this growing platform as another vehicle to tell your story is becoming more imminent by the day.  Digital video now accounts for an average of 25% of a daily video viewing for the average person, which is only projected to increase. However, many marketers are not adjusting their budget distribution accordingly and are missing a valuable opportunity to get in front of their target audience.  Auto dealerships specifically have been one of the slowest adapters to this increase in video consumption, many of which are still spending 100% of their video advertising budget on traditional television versus digital video.

So what makes it different and why should dealerships care?  Unlike cable ads, Connected TV (CTV) and video campaigns can be measured and optimized as part of your overall digital strategy.  Ad effectiveness can be tracked by views, clicks and video completion rates (VCRs). This data enables more insight into the customer journey and car buying experience.  In addition, the power of view-through data can help you attribute users who saw your ad and later took action to get more information or contact the dealership, furthering your ability to measure your return on investment.

Interested but don’t know where to start?  We have broken down the basics to help you better understand how video and Connected TV can help your dealership accelerate past traditional television and begin transforming your market presence.

Download our white paper on Digital Video and The Rise of Connected TV

Study: Super Bowl Streaming Viewership To Increase 160% from Last Year

Plus: 61% of Americans Would Give up Cable Television and Never Look Back

—Adtaxi Unveils New Data on Super Bowl Viewership and Streaming Trends—

DENVER (January 16, 2019)Adtaxi—one of the nation’s fastest-growing digital marketing agencies—today announced the 2019 results of its annual Super Bowl Viewership and Consumer Streaming Trends Survey. According to the new data, substantially more viewers will tune in to Super Bowl LIII via streaming services this year (21%) compared to last year (8.1%), marking a staggering 160% leap.

“As new streaming services and content options emerge left and right, consumers are increasingly finding that their television needs can be met entirely through digital platforms—including watching live sports,” said Chris Loretto, EVP of Adtaxi. “Based on the exponential shift in our data, we may well see a day when Super Bowl streaming overtakes traditional TV viewership completely.”

Among Adtaxi’s additional Super Bowl findings:

·         Secondary Media: 68% of viewers will simultaneously use another media platform to engage with Super Bowl-related content while watching. Most of them (78%) will use social media, while 30% will use group chats, 28% will visit sports websites and 15% will turn to online forums.

·         Anticipated Elements: 53% of viewers are most looking forward to the game itself, while 27% are looking forward to the commercials; 20% are most eager to watch the halftime show.

Adtaxi also examined consumer streaming habits more broadly, revealing the following:

·         Cutting the Cord: 61% of Americans would not miss cable television if forced to give it up forever. In addition, 64% of cable subscribers have plans, at some point, to cancel their subscription in favor of streaming content digitally; 41% say they will do so within the next year

·         Reasons to Stream: 60% of those moving away from traditional cable in favor of streaming say their reason is to save money. Meanwhile, 43% want to watch on their own schedule, 43% like the option of binge watching, 36% want to avoid traditional TV commercials, and 27% prefer the content options on streaming platforms

·         Platform Popularity: Netflix is the most popular streaming platform (76%), followed by Amazon Prime Video (58%), Hulu (41%), YouTube TV (25%) and HBO Now (16%)

·         Device Popularity: Smartphones/mobile devices are the most popular way to stream (68%), followed by streaming devices connected to the TV, such as the Roku (60%), laptops (48%) and tablets/iPads (36%)

“With Connected TV on the rise, offering unparalleled audience visibility and targeting options across devices, now is the time for advertisers to adapt their strategy for the digital age—or risk falling behind,” Loretto said.

Methodology
The study was conducted online using Survey Monkey. One thousand participants were polled, spanning across the United States. The demographics of those polled represented a broad range of household income, geographic location, age, and gender.

Press Release - Study: Super Bowl streaming viewership to increase this year by 45%

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DENVER (January 31, 2018)Adtaxi, one of the nation’s fastest growing digital marketing agencies, released the results of its Super Bowl Viewership and Consumer Streaming Trends Survey, an in-depth look at how consumers nationwide will be watching the Super Bowl, as well as an examination of their digital streaming habits more broadly. Although movies and television series still dominate the streaming world, there are important opportunities for digital advertisers to reach consumers while viewing major sporting events—namely through social media.

The survey revealed that Super Bowl viewership via streaming services is expected to be up 45% from last year, and many viewers will simultaneously engage in secondary media sources to consume event-related content. Indeed, of those watching via traditional television or cable services, a majority (58%) will be using secondary channels for related content. On average, those seeking related content will use 2.1 different channels (e.g., social media, sports websites, group chat, forums), representing key vehicles through which companies can reach audiences with targeted advertisements.

Additional Super Bowl highlights are below:

SUPER BOWL TRENDS

  • -- 3 out of 4 respondents (75%) will be tuning in to this year’s Super Bowl.
  • -- Viewers in the 18- to 29-year-old age group (17%) are most likely to stream the game.
  • -- Nearly half (47%) of all respondents will use secondary media to consume Super Bowl-related content.
  • -- A majority of secondary media users (68%) will use social media.
  • -- 71% of 18- to 29-year-olds will use secondary media—more than any other age group.
  • -- Female respondents (35%) are more likely to use social media than male respondents (29%), while the males (18%) are more likely to use sports sites than the females (10%).

“In today’s media-rich environment, consumers are immersed in a world of screens, and using one platform at a time is no longer enough,” said Chris Loretto, Executive Vice President of Adtaxi. “Viewers—and younger audiences in particular—are not only watching events on the television as they happen, but they are also tweeting and texting about it, or recording their reactions via Snapchat and Facebook Live. This creates a unique opportunity for brands to reach audiences in multiple places at the same time. For instance, a Super Bowl viewer chatting with their friends on Facebook about a television commercial they just saw can simultaneously be targeted with a digital advertisement for the same brand.”

In addition, data revealed that a vast majority of the consumers surveyed—particularly those belonging to younger demographics—now use streaming services, with movies and television overwhelmingly representing the most popular categories.

Key findings surrounding consumer streaming habits are summarized below:

STREAMING HABITS

  • -- Nearly 3/4 of respondents (74%) stream content digitally.
  • -- One-third (31%) of respondents consume at least half of their TV programming via streaming.
  • -- 55 percent of 18- to 29-year-old respondents stream at least half of their TV programming.
  • -- Mobile devices (64%) are the most commonly used streaming devices in the last 30 days.
  • -- Saving money (59%) is most popular reason for moving away from traditional cable to digital streaming, followed by wanting to watch on one’s own schedule (56.28%) and avoiding TV commercials (45%).
  • -- Movies (69%) are the most popular type of content streamed in a typical month overall, followed by news programming (37%), sports programming (27%) and awards shows (9%)
  • -- Among the men surveyed, movies (67%) are the most popular type of streaming content, while TV series (74%) are the most popular among female respondents.

“Overall, this data contributes to our growing body of knowledge surrounding consumer demographics, helping us optimize our targeting strategies and reach specific age groups or genders on the appropriate platforms. With a higher degree of precision, we can reach audiences where they are, with the most relevant content possible,” Loretto said. “There is no doubt about it—streaming is on the rise, and advertisers must either adapt to keep up with the rapidly-evolving landscape, or face falling behind.”

Methodology

The study was conducted online using Survey Monkey. One thousand participants were polled, spanning across the United States. The demographic of those polled represented a broad range in household income, geographic location, age and gender.