Almost one-quarter of Baby Boomers worldwide report having high purchase power, triple the rate of Gen Zers.
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Where DTC Brands See Opportunities in 2024
DTC brands are looking to improve on testing, but may face troubles with budgets and buy-in.
The Vast Majority of CMOs Expect Their MarTech Spend to Grow
7 in 10 CMOs say they can accurately measure the effectiveness of their martech investments.
In the US, Premium Video Ads Are Mostly Being Seen on Connected TV
H1 saw an 80% year-over-year increase in the US of premium video ad impressions using audience targeting.
Brands’ Portrayal of Women in Advertising Affects Their Purchase Decisions
Adult women feel that older women ages 50+ are presented authentically in media and advertising less than a third of the time.
Brand and Marketing Strength Are Important Considerations for Financial Analysts
Financial analysts covering public companies view advertising spending more as an investment than as an operating cost.
What Business Goals Are Driving ABM Investments?
The most commonly cited goals are to create wider engagement with the ideal customer profile and to improve win rates.
Advertisers Estimate Wrong Ad Creative Served to Wrong Consumers About 25% of the Time
Correcting this could increase ROI by an estimated 29%, according to advertisers.
6 in 10 B2B Marketers Say Content Has Helped Them Generate Sales and Revenue
Top performers – who have been even more successful in generating sales from content – attribute their effectiveness to knowing their audience.
The Top Challenges of Using Retail Media Networks
Despite previous indications that advertisers were using RMNs for more than lower-funnel objectives, that’s the main challenge cited in this study.
Consumers Report Drop in TV & Video Services, Spending
The number of paid sources used declined from 6 months earlier.
These Are Enterprise Organizations’ Top Digital Advertising Priorities
Marketers are struggling to unify their creative and paid media teams, and are making this a priority over the coming year.
Which Product Recommendation Sources Do Consumers Trust the Most?
Half of consumers trust product recommendations from a specific store or website’s AI tools based on their purchase history.
CPG Advertisers Are Spreading Their Retail Media Spending Across Several Networks
The biggest challenge in working with RMNs among the brand advertisers surveyed is a lack of collaboration with retailers.
Global Media Price Inflation to Dip Slightly This Year
While TV ad inflation is projected to grow this year on a global scale, TV will remain in a deflationary environment in the US.
US Offline Media Spend in 2023 and the Outlook for 2024
It was a “down year” for offline media spending last year, but things look a little brighter in this election year.
Contextual Data Rising in Importance for Targeting
More than 6 in 10 advertisers expect to increase their use of contextual data this year.
These Are Digital Advertisers’ Biggest Challenges This Year
Digital advertisers seem to have made progress in automating the creative process.