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Benchmarks? Top-Performing Email Marketers Are Way Ahead of the Pack

Marketers often pay attention to benchmarks, which are useful to get a sense of what one might expect from a campaign (though individual results almost always vary from the average!). But as a recent study [download page] from IBM Marketing Cloud demonstrates, it might be worth shooting for the top, rather than the average.

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Branded Content Seen More Effective Than Pre-Rolls For Various KPIs

Branded content – such as educational online video series or TV show brand integrations – is more effective than pre-rolls in driving a variety of KPIs including brand recall and purchase intent, research from Nielsen has found.

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As MarTech Understanding Becomes Critical, Where Will Marketers Invest Next Year?

Behold the marketing technologist: about 2 in 3 marketers in the US and Europe believe that understanding marketing technology is becoming increasingly important for successful senior marketers. That’s according to a new report from DataXu [download page], which finds 66% of respondents saying that their company currently has a Chief Marketing Technologist in place.

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Video Ad Viewability Rates Across Devices And Countries

Video ad viewability seems to be improving from last year, reports Google in its 2016 Global State of Play report [pdf]. Some 66% of video ads were viewable on the web and in apps (excluding YouTube) across devices in April 2016, up from 54% in the year-earlier period. However, last year’s study omitted mobile apps, […]

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These Industries Have the Highest Equity With American Consumers

The food industry has the highest overall brand equity with US consumers, details the Harris Poll in releasing further data from its latest EquiTrend Study. The food industry’s composite score of 65 (based on familiarity, quality and purchase consideration of food brands) tops its closest rival, the restaurant industry (63.8), which itself edged the retail […]

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