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: Kantar Media / Ad Age
: The top 100 B2B advertisers increased their ad spending by 0.9% in 2014, while B2B advertisers as a whole kept their spending flat for the year, reports Ad Age, based on Kantar Media data. With an estimated $4.8 billion spent on B2B ads last year, the top 100 advertisers accounted for almost half of the total $10.2 billion spent by B2B advertisers. (These figures include only display ad spend for online advertising.) TV's share of measured ad spend among the top 100 advertisers increased from roughly 57% share in 2013 to 61% share last year.
: The CMO Survey
[pdf] (Duke University's Fuqua School of Business)
: Just 31% of projects use available or requested marketing analytics, well within the 29-37% range seen over the past 3-and-a-half years
, according to US CMOs responding to the latest edition of The CMO Survey. B2C product companies appear to be leading the pack in usage of marketing analytics, however, at twice the rate of their B2B product counterparts (45.6% vs. 22.8%). B2B product companies also give the highest rating to marketing analytics' contributions to their firms' performance.
Brands aren't easing up on their email activity, with average volume across industries increasing by 16.1% year-over-year in Q2, per Experian Marketing Services' latest quarterly benchmark report
[download page]. That marks the 11th quarter of increases and the 10th consecutive quarter of double-digit volume increases. In this latest quarter, consumer products and services (+20.7%) and multi-channel retailers (19%) led in year-over-year volume growth, followed by business products and services (15.6%).
: The computer industry enjoys the best reputation with consumers, per Gallup, with 69% having a positive view of it versus just 10% with a negative view. The resultant net rating (% positive minutes % negative) of +59 points is almost double-digits ahead of restaurants (+50), the next-highest rated. Some other industries with strong net positive perception include travel (+37), retail (+34), automotive (+27) and publishing (+20), while TV and radio (+12) and advertising and public relations (+7) sit further down the list but still in the green.
North American consumers are increasingly reading online customer reviews to determine if a local business is a good business, though maybe not quite with the same frequency as last year, according to BrightLocal's latest annual Local Consumer Review Survey
. The survey - fielded among 2,354 US (90% share) and Canadian (10%) consumers - finds that 92% at least occasionally read customer reviews to judge a business, up from last year's 88% and 71% in 2010.
CMOs in the US expect marketing budgets to rise by 5.5% in the next 12 months, according to the latest edition of the biannual CMO Survey
[pdf] from Duke University's Fuqua School of Business. While CMOs' level of budget optimism is weaker than in the February edition of the study (+8.7%), it's stronger than in August 2014 (+5.1%) and 2013 (+4.3%).