AI-driven personalization takes over as the most impactful trend this year, according to agencies.
Agency Business Articles
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Some B2B Marketers Report Budget Cuts
In fact, more US B2B marketers surveyed said their budgets will be lower this year than higher in comparison with 2023.
Generative AI Use by PR Pros Is on the Upswing
PR pros believe AI will be most impactful for research and list building and for writing.
What Matters Most to Agencies When Executing YouTube Campaigns?
Brand suitability is rising as an objective, though brand safety and ad performance continue to be paramount.
More Than 8 in 10 Digital Media Experts Say An Attention Strategy is Important
88% of respondents across brands, agencies and publishers say that their company already uses attention measurement.
Is Marketing Becoming More Complex?
Marketers are using more channels, navigating more technology solutions, and managing more product and service partners.
What Do Agencies See as the Benefits of Dynamic Creative?
There’s room for improvement in collaboration between people working on creative, data analytics and ad serving.
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.
Digital Commerce M&A Is Regaining Some Momentum
Transactions have grown now for 3 consecutive quarters.
What Skills Are Most Important for Strategists?
Strategists believe their biggest opportunity is to work on upstream business insights.
Agencies Report Negative Impact of the Economy, Say Obtaining New Business is Harder
It’s a tough environment for agencies this year, with 58% saying they’ve found it harder to obtain new business.
US Influencer Marketing Industry Growth to Slow This Year, But Remain Buoyant
While the forecast for influencer spending growth is healthy at 17.6%, that will mark the first time since at least 2018 that growth has dropped below 20%.
How Much Time Are Adults Spending with Media?
TV time accounted for almost half (46.6% share) of total media time for all adults, but only around a third of time for younger adults.
Internet Use Climbs Among Older Adults
Almost 9 in 10 adults ages 65 and older used the internet last year.
How Much Does Programmatic Out-of-Home Cost?
The average CPM for programmatic OOH inventory rose to $7.24 in H2 2023.
How Are B2B Marketing Teams Responding to Layoffs and Budget Cuts?
B2B marketers in the US and UK are experiencing divergent trends in staffing and budgets.
In-House Agencies Now “Firmly Entrenched”
Some 82% of ANA member marketers surveyed have an in-house agency, and the ANA forecasts this figure to peak at 85-90%.
Marketers Look to Improve Their Content Personalization Efforts
Most marketers and creatives in the Tech and Consumer Goods industries will be maintaining or increasing their content spend.