is this year’s top-perceived brand among LGBT consumers, jumping from the #6 spot last year, according to the latest Buzz rankings from YouGov. Apple (#2) and Samsung (#5) both improved in cracking the top 5, while Subway (#7) made its first entry into the top 10. In other movements, General Motors stood out as the brand with the largest gain in perception among LGBT consumers (to a relatively neutral perception), while Costco, Trade Joe’s, YouTube and Ace Hardware each fell out of the top 10.

The following is a brief list of other intriguing data points culled from recently-released research.

  • Among traditional media channels, luxury purchasers are most likely to have seen or heard advertising on TV (57%) in the past 30 days, according to recently-released data from the Shullman Research Center. However, advertising on social media sites is even more likely to reach luxuy purchasers, with roughly three-quarters (76%) having seen ads on the platform during the prior 30 days. A new MarketingCharts study reveals that Millennials ascribe the most purchase influence to ads on TV and on social media platforms, while a study from MarketShare [download page] finds TV to be the most effective advertising medium across various industries.
  • Retail continues to be the top-spending sector on Index Exchange, according to its US Programmatic Ad Trading Report covering Q4 2014, with retail brands also occupying the top 3 spots among spenders (Target, Gap, and Best Buy). The Political category saw an impressive 294% quarter-over-quarter growth in Q4 as the lead-up to the November elections begins.
  • Some 93% of financial services marketers say that marketing is more strategically important to the organization than in the past, according to a survey of 100 financial marketers conducted by Madison Logic and Gramercy Institute. The study points to an increasing role of data in decision-making, as a majority (52%) of marketers today say they use “gut instinct” only 0-20% of the time when making media strategy decisions, up from 38% in 2012. In 5 years, 80% of respondents believe they will be using “gut instincts” only 0-20% of the time.
  • Neustar is out with some “non-intuitive” insights about Millennial college graduates, including that 64% shopped at Target in the past 3 months and 13% own a Honda. More here.
  • Apple devices accounted for 4 in 5 mobile video starts in Q1, reports Adobe. The digital video study also notes that one-quarter of authenticated streams now comes from a connected TV device, up from 1 in 20 a year earlier.
  • More than 8 in 10 fathers own a smartphone, and dads spend roughly 57% of their online time on mobile, per data compiled by the IAB and Millennial Media. Some 37% of mobile-owning dads make purchases on their mobile devices, with that figure rising to 45% among Millennial dads.
  • Ignore averages when looking at Google organic search click-through rates (CTRs), says Keylime Toolbox, demonstrating vast disparities in average CTRs when segregating by search topic.
  • About half of US companies are using digital signage, with adoption highest among banking, insurance and larger companies, according to an IDC report. While more than 8 in 10 digital signage users are “very satisfied,” there is only “tepid” interest in implementation among those not using the technology.
  • High-performers in the business process outsourcing (BPO) market – characterized as those who have a commitment to working based on a partnering attitude – are highly likely to say that gaining access to technology in a BPO relationship is important, finds Accenture in a recent survey report. Beyond gaining specialized tech solutions and expertise from the provider, high performers were also far more likely than typical performers to say that their BPO relationship allows them to enhance their existing pool of talent and access scarce skills. The results are based on a survey conducted by the Everest Group of 296 respondents representing BPO buyer organizations with revenues over $500 million.

Have a great weekend!

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