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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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Mobile to Exceed Fixed Devices in Global Video Consumption This Year

For the first time, consumers around the world will this year spend more time watching videos on their mobile devices than on fixed devices (desktops and smart TVs), Zenith predicts in a new forecast. Mobile video consumption is expected to reach almost 20 minutes per day, representing a 30% increase from last year, and exceeding […]

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Marketers Finding Email Personalization Effective, Web Content Personalization Difficult

The most important goal of a data-driven marketing strategy is to personalize the customer experience, with this of far greater importance than customer acquisition or measuring ROI, according to the latest study [download page] from Ascend2 and its Research Partners. Luckily, with marketers confident in their data-driven strategies, few feel that personalizing the customer experience […]

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