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Business of Marketing > Agency Business

Who’s Making Agency Selection Decisions, Anyway?

April 12, 2017

As one might expect, CMOs are most likely to be in the driver's seat throughout the process of agency selection, according to a 4A's survey [download page] fielded by Advertiser Perception. But in certain instances, the marketing team cedes its influence to the CEO and executive management. 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 »

Which Video Ad Targeting Methods Are Popular With Brands and Agencies?

December 27, 2016

Demographic targeting continues to be one of the more frequently used methods for targeting consumers via digital video ad campaigns, according to recent study results from Videology and Advertiser Perceptions. The survey of more than 300 brand marketers and agency advertisers found that demo and behavioral-based targeting were the two most popular targeting methods today. Read more »

Very Few Americans Trust Advertising Practitioners’ Honesty

December 27, 2016

When it comes to rating the honest and ethical standards of people in various professions, American adults rate medical professionals highly. But advertising practitioners? That's a different story. In fact, just 11% of adults rate advertising professionals highly for their honesty and ethics, according to Gallup's latest research on this topic. Read more »

How Are Marketers Using Location Data?

November 28, 2016

mma-how-marketers-use-location-data-dec2016The vast majority of marketers and agencies see location data as either important or critical to their mobile efforts, according to survey results [download page] from the Mobile Marketing Association (MMA). Location data is valued most for its ability to improve targeting and insights, though many also see it as useful for understanding the path to purchase and as a way for measuring ad effectiveness. Read more »

Search Marketers See Social, Mobile Rising in Importance

October 6, 2016

hanapinmarketing-search-marketer-budget-increases-oct2016Text ads (86%) and remarketing (65%) are considered the most effective PPC channels by search marketers, finds Hanapin Marketing in its latest annual State of PPC report [download page]. But not far behind, mobile (56%) and social (42%) are gaining steam, with these channels increasing in perceived importance and seeing planned budget hikes. Read more »

Digital Video Ad Budgets Are Rising And Social Platforms Look Set to Reap the Rewards

August 9, 2016

TMB-Preferred-Platforms-Digital-Video-Ads-Aug2016Digital video advertising budgets will grow over the next 12 months, say 65% of agencies and 42% of marketers involved in digital and mobile ads, per a Trusted Media Brands (TMB) survey [pdf]. Respondents, who estimated allocating about one-quarter of their digital budgets to video, appear as likely to prefer social platforms (such as Facebook) as video platforms (including YouTube) for their campaigns. Read more »

AdWords Benchmarks Show Which B2B Industries Benefit The Most

August 4, 2016

Bizible-B2B-AdWords-Projected-ROI-by-Industry-Aug2016AdWords has the largest contribution to revenue (included projected revenue) for B2B financial services advertisers, finds Bizible in a recent benchmarking study [download page]. Based on marketing and sales data from December 2015 to May 2016 from roughly 120 companies across 6 industries, the report indicates that AdWords contributed to about one-third of financial services advertisers' total projected revenues. Read more »

Triggered Email Response Rate Benchmarks in 2015

July 18, 2016

YesLifecycleMarketing-Triggered-Email-Adoption-Response-Rates-Jul2016Just 2.3% of emails sent last year were triggered emails as opposed to business as usual (BAU) emails, but this small fraction of messages accounted for an outsized 9% of clicks and 9.7% of all email-driven revenues, per a Yes Lifecycle Marketing analysis [download page] of 24 billion emails deployed using the Yesmail360 platform. Read more »

Social Media Stars Becoming More Influential in Celebrity Marketing

July 13, 2016

EconsultancyCelebrityIntelligence-Marketer-Engagement-with-Celebrities-Jul2016Social media stars are considered highly relevant by brands and agencies for upcoming endorsement work, a new study [download page] from Econsultancy and Celebrity Intelligence shows. The survey of 355 marketing specialists predominantly from the UK indicates that 69% of company marketers and 74% of agencies are currently working with celebrities. Read more »