Fewer than 1 in 3 US consumers would trust completely (9%) or a good amount (22%) a website about a disease that is sponsored by a pharmaceutical company, while 1 in 5 would not trust the website at all, per results from a Makovsky PR and Kelton Global study [pdf]. Indeed, almost one-fifth of respondents said they would never visit a website sponsored by a pharmaceutical company to find information about a specific disease or medication. Read more »
A majority of adults in the US and Canada use at least one monthly subscription service such as Netflix or Amazon Prime to watch movies or TV shows, per results from Digitalsmiths' latest quarterly report [download page] on online video and pay-TV trends. With Nielsen data indicating that subscription video-on-demand (SVOD) services are nearing majority penetration of US households, the Digitalsmiths study offers some insights into the drivers of that growth. Read more »
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Source: Leichtman Research Group (LRG)
Word-of-mouth (62%) edges TV ads (61%) and online ads (61%) as the leading way by which teens hear about new brands, according to a new retail-oriented survey from Ebates. The results indicate that while physical stores (58%) are among the leading methods of brand awareness for teens, social media also has a significant role to play. Read more »
The headline news from a recent eMarketer forecast is that digital is expected to overtake TV next year in US ad spending. However such forecasts have been made for quite some time now, with the only deliberation being about exactly when that shift will come. Instead, hidden in the eMarketer forecast appears to be a more impressive projection: mobile alone will rival TV in ad spend in 2020. Read more »
Source: FreeWheel [download page]
US radio advertising revenues have been mostly flat in recent years, with the RAB's latest revenue report showing a 1% decline in 2015. While digital increases have been slowing, continued growth in off-air revenues and a rebound in network spending in 2015 were enough to offset digital's declines. The auto industry was once again the top spender last year, hiking its spend by 4%. Read more »
Supermarkets continue to lead the way in customer experience, while health plans are again among the worst-rated, according to the 6th annual customer experience ratings [download page] from the Temkin Group. Indeed, of the 294 companies measured across 20 industries, supermarkets occupied 5 of the top 8 positions this year, while health plans took 4 of the bottom 8. Read more »
Digital marketing is taking on more importance at B2B organizations, although offline marketing channels continue to occupy the largest share of budgets, according to new reports from Regalix [download page] and DemandWave [download page]. The studies find that revenue and sales increases are the top marketing objectives for B2B companies, with quality and quantity of leads the leading goals for digital marketing efforts. Read more »
Note: The Hitwise data featured is based on US market share of visits as defined by the IAB, which is the percentage of online traffic to the domain or category, from the Hitwise sample of 10 million US internet users. Each month, Hitwise measures more than 20 million unique websites, including sub-domains of larger websites, and 500 million searches. Hitwise categorizes websites into industries on the basis of subject matter and content, as well as market orientation and competitive context. The market share of visits percentage may not include traffic for all sub-domains of certain websites that could be reported on separately.