Marketers often pay attention to benchmarks, which are useful to get a sense of what one might expect from a campaign (though individual results almost always vary from the average!). But as a recent study [download page] from IBM Marketing Cloud demonstrates, it might be worth shooting for the top, rather than the average.
Branded content - such as educational online video series or TV show brand integrations - is more effective than pre-rolls in driving a variety of KPIs including brand recall and purchase intent, research from Nielsen has found.
Behold the marketing technologist: about 2 in 3 marketers in the US and Europe believe that understanding marketing technology is becoming increasingly important for successful senior marketers. That's according to a new report from DataXu [download page], which finds 66% of respondents saying that their company currently has a Chief Marketing Technologist in place.
Video ad viewability seems to be improving from last year, reports Google in its 2016 Global State of Play report [pdf]. Some 66% of video ads were viewable on the web and in apps (excluding YouTube) across devices in April 2016, up from 54% in the year-earlier period. However, last year's study omitted mobile apps, so it's unclear to what extent their inclusion in this year's edition impacts the findings.
The food industry has the highest overall brand equity with US consumers, details the Harris Poll in releasing further data from its latest EquiTrend Study. The food industry's composite score of 65 (based on familiarity, quality and purchase consideration of food brands) tops its closest rival, the restaurant industry (63.8), which itself edged the retail sector (63.5).
For the first time, consumers around the world will this year spend more time watching videos on their mobile devices than on fixed devices (desktops and smart TVs), Zenith predicts in a new forecast. Mobile video consumption is expected to reach almost 20 minutes per day, representing a 30% increase from last year, and exceeding the stagnant fixed device video consumption of 16 minutes.