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Advertising Trends > Creative & Production

Direct Media Response Rate, CPA & ROI Benchmarks in 2017

June 26, 2017

The Data & Marketing Association (DMA) - in conjunction with Demand Metric - has released its latest Response Rate Report, an in-depth study of direct marketing. With direct marketers' use of multiple channels on the rise, the report takes a look at several types, providing performance and cost benchmarks. Read more »

State of Marketing Report Shows Growing Use of Various Channels, Troubles With Message Personalization

June 21, 2017

Salesforce Research has released its 4th annual "State of Marketing" report [download page], surveying the landscape of the evolving function. While the study covers several different areas, one particular takeaway underscores the rate of change, at least in channel usage: marketing leaders responding to the survey estimated that on average, one-third of their budgets are spent on channels they didn't know existed 5 years ago. Read more »

LGBT Consumers Feel Underrepresented in Advertising

June 20, 2017

Advertisers may be missing out on the potential benefits of advertising that better represents the LGBT community, according to YouGov research. The market research firm finds that LGBT consumers are more apt than the public as a whole to respond to advertising by searching for products and services, but also wish they were represented more in ads. Read more »

The Most Bothersome Aspect of Brand Marketing Is…

June 13, 2017

Consumers don't necessarily dislike advertising - in fact, in some instances they like it. But what really irks them most about brand marketing is false or misleading advertising, according to a new CMO Council study [download page] produced in partnership with Dow Jones. In fact, this is the single biggest bother with brand marketing, per the consumers surveyed, far ahead of irritating TV commercials and brands not keeping their promises. Read more »

Majority of Consumers Say Ads Can Affect the Site Experience, Find Pop-Ups Intrusive

June 8, 2017

Eight in 10 adults at least somewhat agree that online ads can impact their experience on specific websites, according to a survey from Ask Your Target Market (AYTM). The research indicates that most would be likely to use an ad blocker in the future were they to notice an increase in obtrusive ads. Read more »

Half of Top Publishers’ App Install Spend Reportedly Allocated to Video Formats

June 6, 2017

Video formats now account for half of all app install spending by developers of the 100 top-grossing apps, according to the latest semi-annual study [download page] from AdColony. Full-screen video alone commands one-quarter of app install spend, with social video (16%) getting the next-biggest allocation of spending among formats. These are also considered the most effective formats. Read more »

Agencies’ Post-Election Takeaway: Focus More on Customer Demographics and Values

June 2, 2017

In the wake of the 2016 election, agency professionals stress that it's important to understand the demographics and values of a brand's customers, according to a recent 4A's survey, which examined consumers' and ad agency professionals' thoughts regarding brands that publicize their political or social beliefs. One-third of 4A's members surveyed advised more diverse perspectives in creative or planning. Read more »

European Online Ad Spend Continues Double-Digit Growth

June 1, 2017

Online ad spend grew by 12.2% last year to reach €41.8 billion, with 20 markets registering double-digit growth for the third consecutive years, reports IAB Europe in its latest AdEx Benchmark study. The UK remains Europe's largest advertising market (€14.2B), accounting for more than one-third of all regional spend. Read more »

IT Decision-Makers Say They Notice Ads While Watching Video, Shopping Online

May 25, 2017

Some 61% of IT decision-makers have an ad blocker installed on at least one of their devices, according to a Yahoo survey. The desktop (50%) - the device in which they spend most of their time - is the most common one on which they've installed an ad blocker, with fewer (28%) having an ad blocker on their smartphone. Read more »

Top 10 Marketing Charts of the Month – April 2017

May 19, 2017

This month's quick-hit set of top charts includes the following topics: traditional TV viewing trends and live vs. OTT viewing; Netflix vs. cable-TV subscriber count; biggest video ad challenges; youths' purchase influencers; teens' top social platforms; businesses' use of social listening tools; marketing ROI headaches; most important PR trends; and fastest-growing e-commerce categories. Read more »