Category news stream

Other Media, Cross-Media & Multi-Channel > Sponsorships

Which Marketing Budget Areas Are Most – and Least – Likely to be Reduced?

March 1, 2017

Marketing budgets are generally trending in the right direction, according to recent survey results from the American Marketing Association and Kantar Vermeer, as the proportion of marketers expecting spending growth in the short-term increased between Q2 and Q4 2016. So how are budgets being distributed - and which areas are least likely to be reduced in favor of others? Read more »

Global Sponsorship Spending Set For 4.5% Rise This Year

February 8, 2017

Sponsorship spending worldwide is expected to grow by 4.5% this year to $62.8 billion, according to the 32nd annual industry review and forecast from IEG. That 4.5% growth rate is relatively steady from last year (4.6%) and up from the two prior years (4.1%), as spending on sponsorships is projected to increase at a greater rate than spending on advertising (4.4%) and marketing/promotions (3%). Read more »

Mobile and Social Advertising Expected to Continue Strong Growth in 2017

December 22, 2016

Media, marketing and advertising executives continue to be bullish on the prospects for both mobile and social advertising, according to AdMedia Partners' 23rd Annual Market Survey [pdf]. More than three-quarters of the respondents to the survey, which polled close to 6,000 executives, expect social advertising buying and spending to increase by more than 10%. Read more »

Mobile Nears Half of US Online Ad Revenues

November 4, 2016

iabpwc-online-ad-revenues-by-format-h1-2016-nov2016It's been a year of milestones for mobile, and it appears that another threshold will be reached this year: mobile devices are close to capturing the majority share of US online ad revenues, according to the latest revenue report [pdf] from the IAB and PricewaterhouseCoopers. Indeed, mobile devices accounted for 47% share of online ad revenues in the first half of this year. Read more »

Live Music Sponsorship Gets Spending Hike, Credited With Brand Favorability Lift

September 30, 2016

ieg-music-sponsorship-spending-2012-2016-sept2016Live music sponsorship "consistently produces high favorability among fans," declares Nielsen in its latest Music 360 report [download page]. Indeed, a majority of music festival goers say they view a brand more favorably if it sponsors an existing festival, per the study, and almost two-thirds say that product giveaways at live events make them view the sponsoring brand more favorably. Read more »

Advertisers Warm to Podcasts’ Receptive Audiences

September 16, 2016

westwoodoneadvertiserperceptions-advertisers-growing-interest-in-podcasts-sept2016More than 1 in 8 Americans listen to podcasts on at least a weekly basis, almost twice the share from just 2013, according to a recent study from Triton Digital and Edison Research. Now, two new studies indicate that advertisers are taking note of podcasts, which appear to have audiences that are receptive to ads. Read more »

Around Half of Branded Content Views Occur Within the First Week of A Campaign

August 22, 2016

Polar-Distribution-Branded-Content-Views-Aug2016Polar has released its latest branded content benchmark report [download page], this one covering Q2 2016 but also containing references to earlier quarters. The study shows that average click-through rates are up year-over-year through the first half of 2016, with mobile devices leading the way. Read more »

Top 10 Marketing Charts of the Month – July 2016

August 15, 2016

MCTop10Jul-16-EntryThis month's quick-hit set of top charts includes the following topics: traditional TV viewing trends; youths' biggest purchase influencers; most hated online ads; marketers' biggest challenge; CMOs' evolving role; the rise of social media stars; top Gen Z shopping categories; e-commerce site purchase timing; leading personalization tactics; and planned martech investments. Read more »

Advertiser Demand for Non-Standard Inventory A Growing Influence on Media Companies’ Success

August 8, 2016

EconsultancyAdobe-Media-Trends-Most-Influencing-M&E-Success-Aug2016The biggest media trend influencing business success in the media and entertainment industry is digital channels overtaking traditional, according to new research [download page] from Econsultancy and Adobe. However, the survey of more than 200 North American executives finds that the fastest-growing influence over the next 3-5 years will be advertiser demand for non-standard forms of inventory. Read more »

Search for Authenticity Drives Influencer Marketing Trend

August 3, 2016

TapInfluenceAltimeter-Most-Important-Aspects-Influencer-Marketing-Aug2016Brands are turning to influencers primarily because they can offer them a greater degree of authenticity, research from TapInfluence and Altimeter, a Prophet Company [download page] has found. Influencers themselves seem well aligned with this sentiment, saying that their own honesty and authenticity is what keeps them engaged with their audiences. Read more »