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This week in martech

Nielsen looks at remote work habits

Nielsen, the global media metrics and insights provider, has been taking a close look at how remote working has impacted daily lives and habits.

Nielsen’s August 2020 “Total Audience Report”—a special “work from home” edition—drew on standard Nielsen television, radio and digital measurement methodologies, drawing data from tens of thousands of households and other sources. 66% of respondents were working from home as of June, and many welcomed it, with 73% appreciating the freedom and flexibility.

All adults in the survey were splitting their time almost exactly between digital media use and live or connected TV. 40% are listening to music every day while working, while almost a third watch TV or other streaming media, or spend time on social platforms.

The current environment seems to support local news consumption, which just beats out national broadcast and cable news. While over 50% would welcome the opportunity of working from home occasionally going forward, the rest of the respondents are fairly evenly divided between those who wish to work exclusively from home (25%), and those who can’t wait to get back to the office (20%).

Why we care. Remote working is just one reason peoples’ habits have dramatically changed in the last four to five months—and those people are consumers too. Brands need to understand the multiple ways in which their customers’ lives, lifestyles, needs and interests are evolving.

New study finds high level of executive scrutiny on digital media spend

Forrester released a new study today that found digital media spending is under more scrutiny than ever by executives, and that half of brand decision-makers believe they can quantify their media spend ROI with confidence. The survey also found that 94 percent of executives scrutinize how digital media spending is performing.

The survey, produced in collaboration with MediaMath, was conducted in May, and featured over 200 US decision-makers who influence or direct their company’s digital buying strategy.

Additional key findings:

  • 33% of respondents said they could report on the ROI of their programmatic media spend with complete accuracy;
  • Brands are finding that transparency challenges are hindering their understanding of programmatic buying and performance; and
  • Regulations and incompatible ID tools are viewed as challenges to addressability.

Why we care. Digital advertising is becoming a minefield—or a land of opportunity, depending who you speak to. With the industry battling to secure the benefits of addressable media without compromising consumer privacy, executives are bound to be asking what’s working, how, and why it’s worth it.

Customer engagement platform Braze reports on the future of retail

Braze, the customer engagement platform, yesterday released a report on the future of retail based on an international survey of over 8,000 consumers. The aim was to show what the retail marketplace looks like in the era of COVID. The survey was conducted in July.

Highlights among the findings included:

  • 26% of respondents tried a new brand during the pandemic, and 95% of those respondents stated their intention in being a repeat customer;
  • Trust and brand values are more important than ever. 91% of respondents said a company’s response to the pandemic was vital, especially in terms of employee relations and customer service; and
  • Pricing is important to Generation Z, since they have not had the same economic and employment stability as their parents and grandparents. 45% of Gen Z see pricing as the top factor when deciding on a retailer.

The report predicted pullback during the holiday season, but also gave hope to local businesses with 48% of respondents stating that supporting local businesses was a priority.

Why we care. The retail environment is transforming before our eyes. Despite the economic downturn, there are clearly opportunities for brands to attract new customers, as long as they lead with their values.

IAS becomes first to integrate with Google Ads Data Hub for brand safety and viewability

Integral Ad Science (IAS), an industry leader in digital advertisement verification, and member of the YouTube Measurement Program, has become the first verification company to integrate with Google Ads Data Hub, the ad data platform with strict privacy restrictions. The Ads Data Hub allows advertisers to monitor performance, but limits access to user data.

The Google Ads Data Hub with IAS will offer:

  • Advanced viewability metrics;
  • Fraud detection; and
  • Brand safety monitoring.

The integration will be the start of establishing new data privacy best practices. “Marketers are now even better equipped to provide quality advertising experiences for YouTube audiences while maintaining a high degree of data privacy,” said IAS CEO Lisa Utzschneider.

Why we care. As the industry leader in digital advertising, it’s important that Google set high standards for user privacy, while allowing advertisers to understand performance.

Lexalytics to provide AI-based NLP for Zignal Labs

Zignal Labs, producer of the real-time opinion platform Impact Intelligence, has selected Lexalytics to provide its natural language processing service and text analytics capabilities to assist analysts, marketers and communicators comprehend sentiment and perceptions across media channels, and in multiple languages.

Zignal Labs will use Lexalytics’ Salience engine to analyze media in real-time across over a dozen industries, including:

  • Consumer Products;
  • Entertainment;
  • Financial Services;
  • Healthcare;
  • Sports; and
  • Technology.

Zignal’s audience now can review comments and experiences about current events, products and services while categorizing the content. Zignal processes billions of documents every month for large enterprises in both domestic and international markets. 

“We have seen an explosion in the amount of content we are analyzing for our customers in all parts of the world and had a need to expand our NLP capabilities for international languages,” said Zignal Labs CTO Jonathan Dodson. 

Why we care. Separating domestic and international markets seems so 20th century. As we have learned in the past five months, we are living in one connected world.


About The Author

Rodric J. Bradford is the Editor of MarTech Today and has worked in the marketing technology industry as both a journalist and corporate project manager. Prior to joining MarTech Today Bradford served as Convention and Technology Beat Reporter for the Las Vegas Review-Journal’s Business Press publication and worked as Technology Reporter for Global Gaming Business, the world’s largest casino publication. In the corporate world Bradford has served as Technology Project Manager for CNA, Cigna, General Dynamics and Philip Morris. Bradford is an alumnus of the University of Missouri-Columbia.

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