Category news stream

Advertising Trends > Creative & Production

Do Consumers Think Brands Are Endorsing Ads Appearing Alongside Offensive Content?

April 24, 2017

Brands that advertise online have growing concerns that their brand's image may be adversely affected by the placement of ads near certain types of offensive content. How bad is the risk? A new YouGov survey of more than 2,000 US adults reveals that almost one-third of US adults who see an ad alongside offensive content believe that the brand being advertised is endorsing that content. Read more »

The Biggest Challenge for Video Advertising Today is the Consumer Experience

April 12, 2017

Video advertising may be one of the most difficult channels to measure for ROI, but a new FreeWheel study [download page] says there's a bigger problem: the ad experience. At least that's the (slight) consensus among the people who should have some thoughts about this - decision-makers who've spent at least $1 million on video ads in the past year. Read more »

Top 10 Marketing Charts of the Month – March 2017

April 10, 2017

This month's quick-hit set of top charts includes the following topics: email list growth and deliverability metrics; shopping around vs. loyalty; Millennials' new media milestone; financial status, by generation; improving digital ads; obstacles to marketing analytics; CMOs and brand-building; corporate reputation drivers; and CX leader. Read more »

US Display Ad Viewability Benchmarks, by Unit, in H2 2016

April 10, 2017

Viewability continues to be a key concern for media buyers when planning digital campaigns. So what percentage of display impressions in the US actually are in view for at least 1 second? Integral Ad Science (IAS) dug into the data [download page] from its platform to reveal viewability benchmarks for various ad units. Read more »

Spanish-Language TV Networks’ Ads Most Trusted By Viewers

April 4, 2017

Almost half of Spanish-language network viewers (48%) strongly trust the ads on those networks, according to a newly-released GfK survey of roughly 10,000 US adults. Spanish-language networks netted far more trust in their advertising than other network categories, including news (31%) and kids & family (31%) networks. Read more »

Which Digital Capabilities Are Advertisers the Most – and Least – Confident About?

March 31, 2017

Some sobering results from Boston Consulting Group (BCG) and Google Digital Academy: on a 100-point scale, marketers working at advertisers around the world score their organizations' digital capabilities at an average score of just 57. Worse yet, that number hasn't budged since the last time the survey was fielded 18 months earlier. So where are advertising organizations having the most trouble? Read more »

As Digital Ads Become More Expensive, How Can They Be Improved?

March 29, 2017

Marketing budgets have been pouring into digital media in recent years as advertisers try to maintain pace with consumers' new behaviors. But digital advertising has seen its share of problems, from viewability to transparency and fraud. Several digital ad formats also frustrate consumers due to their interruptive nature. So how can online ads be improved? Adobe Digital Insights (ADI) asked consumers that very question in its recent Digital Advertising Report. Read more »

Surprise: Trust in Advertising on the Rise?

March 28, 2017

In a somewhat surprising twist given what seemed to be current attitudes towards advertising, new survey data suggests a large shift towards greater trust in ads! To wit, a 2014 survey from YouGov found a little over half the general population (56%) believing that the ads they saw, read or heard were honest. In the same survey conducted this year, that figure has shot up to almost three quarters of respondents (72%). Correspondingly, the proportion of respondents who claim to trust the ads that they see, read or hear has also risen from 50% in 2014 to 61% this year. Read more »

Programmatic Digital Ad Buyers Key In On “Brand Safe” Environments

March 24, 2017

The vast majority (81%) of programmatic digital ad buyers agree that ensuring a "brand safe" environment for advertising is a high priority, and an equal proportion feel that in today's fragmented digital landscape, using brand safe, trusted environments is more important than ever, per a Trusted Media Brands report [download page] that's timely given the recent furor involving Google brand safety. Read more »

Native Ad Spend Poised for Continued Growth, Majority Share of Digital Display Market

March 24, 2017

US native digital display ad spending is predicted to continue to climb through this year and next to exceed $28B, per new eMarketer estimates. In so doing, native ads are expected to take a majority share of all digital display ad spending this year, per the forecast.. Read more »