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Business of Marketing > Agency Business

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 »

Friday Research Wrap, 6/17/16

June 17, 2016

Gallup-Trust-Institutions-Safeguard-Personal-Data-June2016Millennials (19-35) tend to be more trusting than older generations when it comes to institutions safeguarding their personal data, per recently-released survey results from Gallup. In fact, Millennials displayed more trust than the average of other generations across each of the 11 institutions identified, though that doesn't necessarily translate to them having a high degree of trust in them. Read more »

Friday Research Wrap, 5/6/16

May 6, 2016

AdAge-Digital-Share-Agency-Revenue-2009-2015-May2016US agency revenues grew by 6.5% to a new high of $46.8 billion last year, details Ad Age in its latest annual Agency Report, based on an analysis of more than 1,000 agencies, agency networks and agency companies. Digital revenues grew at more than twice the rate of overall revenues, up 13.5% to $19.3 billion, which represents 41.3% of all agency revenues for the year. Read more »