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Almost 9 in 10 consumers want more meaningful relationships with brands, yet fewer than 1 in 5 believe brands are delivering on that wish, details Edelman
in its second annual "brandshare" report. The study, based on surveys of 15,000 consumers in 12 countries who have had some level of engagement with brands, also finds that consumers believe they get the short end of the stick when it comes to the value exchange with brands.
The Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC) have teamed up to release their latest US internet advertising revenue report
[pdf], with this latest edition covering activity in the first half of the year. The study details the continued growth of mobile ad spending, which comprised almost one-quarter (23%) of total online ad spend.
: Advertiser Perceptions
: Mobile advertising spending is growing apace
, but are these budgets incremental or coming from other sources? According to a new report from Advertiser Perceptions, print budgets are most susceptible to cannibalization, as 41% of respondents (all representing large advertisers and all with some involvement in mobile advertising) are using these budgets to fund additional mobile advertising dollars. Mobile ad funding is also coming from an overall expansion of advertising budgets (38%), TV ad budgets (34%) and digital display budgets (32%).
: Few videos were watched to full completion during Q2, reports Adobe, although videos viewed on desktops were 3 times more likely than those viewed on mobile devices to reach 75% completion. Separately, the study finds that mobile devices were responsible for more than 1 in 4 video starts in Q2 (26.6%), up from 18.6% a year earlier.
As the end of this year approaches, marketers are already planning for 2015. And as marketing becomes an increasingly audience-focused affair, understanding the demographic profile of media audiences is becoming more critical than ever. A new MarketingCharts Debrief, Media Audience Demographics
, provides essential data for marketers by breaking down the demographics of various media channels.
A slim majority of marketers and salespeople from around the world say that their lead generation effectiveness is improving, while just 1 in 10 see it worsening, finds Ascend2 and its Research Partners in a new study
[download page]. While that may be the case, respondents (chiefly B2B-focused) were more likely to say that their costs-per-lead are increasing (25%) than decreasing (19%).