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Search’s Share of Global Digital Ad Spend PlateausDespite an almost double-digit rise, paid search spending growth has slowed.
Accounting for more than one-fifth (22%) of every ad dollar spent, search advertising continues to be an expanding market – but its growth has slowed. As a result, search advertising’s share of internet advertising spend appears to be leveling off,... READ MORE
US Marketing and Advertising Industry Still Lacks Racial and Ethnic DiversityOnly 12% of ANA member CMOs belong to a multicultural group.December 5, 2019
Although there seems to have been significant progress in lessening the gender gap in marketing, with the number of female CMOs compared to male CMOs reaching near parity, the same cannot be said when it comes to diversity. Indeed, when the Association of... READ MORE
Nearly 40% of Global Streaming Video Ads Failed in Q3 2019More than one-third of streaming video ads experienced start failures in Q3.
There appears to be no stopping the growing popularity of streaming video, with Q3 2019 analysis from Conviva revealing that the overall time spent streaming increased by 53% year-over-year (y-o-y). But while this presents a burgeoning opportunity for... READ MORE
What Do B2B Buyers Want From Sellers, and Why Do They Go Elsewhere?As B2B e-commerce grows, more than 4 in 10 buyers claim to have switched sellers in the past year.December 4, 2019
The B2B e-commerce market is set to account for at least one-eighth of global B2B sales next year, making it a huge business opportunity. But on the flip side, an Accenture survey [pdf] of more than 700 global buyers illustrates a significant risk, as some... READ MORE
The 10 Brands Topping the US Customer Advocacy Rankings in 2019Seven in 10 brands on the list are healthcare brands.
There have been some surprising changes to this year’s top US brand advocacy rankings. The Mayo Clinic tops YouGov’s latest annual rankings and is 1 of an impressive 7 healthcare brands that made the top 10 list. The only brand that remains on this year’s... READ MORE
Social Media to Surpass Print in Global Advertising Spend This YearBy 2021, 1 in ever 6 ad dollars spent around the world will be allocated to social media.December 3, 2019
Although digital advertising revenue growth is slowing down, at least in the US, digital channels are continuing to rise as advertisers make even larger investments in them at the expense of more traditional platforms. Case in point, a recent ad spend... READ MORE
Programmatic Traders Expect to See Spending Growth in These AreasDigital video and mobile are the main areas of attention, but some will look to up their spending on digital audio and CTV/OTT too.
The overwhelming majority of marketers who use programmatic targeting for their campaigns is expected to grow over the next year. But in what areas are programmatic traders concentrating their spending? In a survey [download page] of 250 programmatic traders... READ MORE
Affluents Are Willing and Able InfluencersNine in 10 affluent consumers want brands to be honest and transparent.December 2, 2019
Prior to making a purchase, many Americans look for the advice of others before forking out their hard-earned dollars. Many seek the opinions of friends or family members first, while others look to online influencers. And chances are they’ll be more... READ MORE
The US’ Most Valuable Brands: Tech Stays on Top, Insurance RisesAmazon tops the latest US most valuable brands list.
Once again this year, technology brands lead the list of America’s most valuable according to the third annual BrandZ Top 100 Most Valuable US Brands report [pdf]. But while tech brands dominate the list, other sectors and brands are experiencing faster... READ MORE
Three Interesting Findings About What Influences Millennials’ PurchasesDigital video and social media ads are reaching sizable proportions of Millennials. Are they driving purchases?November 27, 2019
Consumers are influenced to make purchase decisions by a number of sources, from the myriad of ad formats found both online and offline to word-of-mouth from friends and family. The latest US Purchase Influencers Report 2019 [purchase page] from... READ MORE
Here’s What B2B Content Marketers Are Prioritizing in 2020Social media is the most widely used organic and paid content distribution channel.
The majority of B2B marketers say they’re finding success with their current marketing content strategy, but how will they carry over that success in the year to come? For almost half of the B2B content marketers surveyed for a report from the Content... READ MORE
Email Remains at the Heart of Identity Resolution EffortsLesser used sources of customer ID include social media handles and cookies. November 26, 2019
Seven in 10 (71%) brands have difficulties maintaining an accurate customer ID over a period of time, a problem that makes it difficult for them to personalize marketing messages and keep up with customers across channels and identifiers. So, how are... READ MORE
US Mobile Device Owners Aren’t Just Discovering Apps Through the App StoreThree in 10 app downloaders discover new apps through friends and family.
Smartphone apps now account for a whopping two-thirds (63%) of time spent with digital media in the US. So where are consumers discovering the apps they download? The latest research from Comscore reveals that US consumers aren’t just finding apps through... READ MORE
This Chart Shows How Traditional TV is Losing the Content WarNearly two-thirds of viewers are watching their current favorite show online.November 25, 2019
It wasn’t long ago that traditional MVPD set-top boxes were the go-to way for people to watch their favorite shows. In the space of just a few short years, though, online sources have grown to exceed traditional sources as the destination for viewers’... READ MORE
Marketers Are Lagging in Their Use of CRM Data for Loyalty ProgramsOnly 4 in 10 marketers report using customer demographic data in their loyalty programs.
More than three-fifths (62%) of marketers say their loyalty programs are fully integrated with their CRM data. However, that doesn’t mean they’re always using that data to its advantage, according to a Merkle survey [download page] of 200 marketers at... READ MORE
Marketers Consider These to Be the Most Effective ABM Targeting CriteriaTwo-thirds of marketing professionals cite the amount of sales revenues generated as their primary measure of ABM success.November 22, 2019
With three-quarters of B2B organizations using some form of ABM and more than two-thirds (69%) of those organizations reporting that their efforts have met or exceeded expectations, it’s worth seeing the criteria that marketers are finding most... READ MORE
Beauty Industry Increasingly Turning to Digital Advertising, Spurning Magazines and TVHowever, more than three-quarters of US beauty ad spend is invested in magazine and TV advertising.November 21, 2019
The beauty industry has long preferred to advertise via traditional channels like magazines and TV, but as the amount of time consumers spend on these channels continue to dwindle in favor of the internet, the industry is increasing its ad spend online. By... READ MORE
1 in 2 Affluents Reports Buying Private Label Options Instead of Name BrandsOnly 1 in 8 claim to rarely or never buy private label options.
While more US adult consumers are increasing their spending than cutting back, that doesn’t necessarily mean they’re being more liberal with their spending on name brands. In fact, a report [pdf] from IRi reveals that not only are consumers buying... READ MORE
Smartphones Now Account for 70% of US Digital Media TimeNearly two-thirds of time spent with digital media in the US is spent on smartphone apps. November 20, 2019
Smartphones, which are cutting into the time spent with traditional media continue to account for a growing share of time spent with digital media. In the US, smartphones now account for fully 70% of total time spent with digital media, per a recent... READ MORE
What Do Millennials and Gen Z Look for in An Influencer?Influencer authenticity and knowledge are more important to followers than their lifestyle.
Younger Americans have embraced influencers, with about 7 in 10 Gen Z and Millennial consumers reporting that they follow people on social media who could be considered influencers. And, in its survey of more than 2,000 13-38-year-olds, Morning Consult found... READ MORE
Amazon Forecast to Account for 1 in 10 US Ad Dollars in 2021Amazon will account for close to 8% of total US digital ad spend this year, according to eMarketer. November 19, 2019
Amazon’s US digital ad revenues are expected to grow by 33.1% year-over-year in 2019 to reach $9.85 billion, per new estimates from eMarketer. These same estimates show Amazon’s net US digital ad revenue growing faster in the next two years than its two... READ MORE
Global Spend on Video Content Has Increased by Two-Thirds in 10 YearsTV and streaming services are still spending big to acquire content, but are shifting more to original content.
With nearly 64 million households in the US alone now streaming video content, the pressure to provide content has increased not only for streaming services but for traditional TV providers as well. Indeed, global spending on TV, film and sports content has... READ MORE
More B2B Marketers Say Successful Content Generates SalesMost content B2B marketers create continues to be for the top of the funnel.November 18, 2019
Almost two-thirds of B2B marketers believe that content marketing is an effective tactic for the top of the funnel, yet it also is proving to be useful for activities further down the funnel. Indeed, it’s the bottom-of-the-funnel goals that are growing the... READ MORE
B2C Marketers Aren’t Just Looking at Online Sources for First-Party DataThree-fifths of B2C marketers plan to invest in in-store interaction data in 2020.
When it comes to first-party data, the majority of marketers are confident in many of their data sources. And, while many of these trusted sources of data are online, marketers are also confidently collecting data from offline sources as well, as detailed in... READ MORE
What Strategies Will B2B Marketers Be Exploring in 2020?Two in 5 B2B marketers will explore using video marketing in 2020.November 15, 2019
As 2019 nears its end, it’s time for B2B marketers to look towards 2020 and determine their goals and the strategies they’ll use to achieve them. In a new report [download page] from Sagefrog Marketing Group, B2B marketing professionals have listed... READ MORE
Who Might Win in the New Streaming Wars – the Apple or the Mouse?Almost one-third of 16-34-year-olds say they will definitely subscribe to Disney+.
US adults currently subscribe to an average of 2.4 subscription video services, but they might soon be adding one or two more services to the mix, as at least 4 new services have or are due to hit the market. So which subscription services are viewers... READ MORE
The Most Useful B2B Buyer Behavior Insights Differ Between Marketing and SalesMore than half of B2B marketers want to know which products or solutions are of the greatest interest to buyers.November 14, 2019
Alignment between marketing and sales is a critical topic in B2B marketing. A recent report [download page] from Turtl and Forrester Consulting finds another area of disconnect between these two groups, and it relates to what are perceived to be the most... READ MORE
Three in 10 Consumers Say That A Brand Has Become “Too Personal”But almost two-thirds of consumers say they would share more data for a better customer experience.
It’s a delicate balance for digital advertisers: trying to personalize to the extent that consumers feel special and want to purchase, but without scaring them away because the targeting has become creepy. And while a global consumer survey [download page]... READ MORE
The US Purchase Influencers Report 201920 purchase influencers included. 4 activities and responses analyzed. 6 demographic variables compared. All in 1 report.November 13, 2019
We’re excited to release our latest study of ad influencers and how they measure up with earned and owned channels. In our new US Purchase Influencers Report 2019, we delve into the media activities, exposure to ads, attention to advertisers, and... READ MORE
What Types of Messaging Are B2B Marketers Using in Their ABM Outreach?More than two-thirds of marketers say their ABM initiatives have met or exceeded expectations.
If the 2019 ABM Benchmark Survey Report [download page] from Demand Gen Report is any indication, the majority of B2B organizations (75%) have been using account-based marketing (ABM) in some form for at least 6 months, including half for at least a year.... READ MORE
There’s Room for Growth in Marketers’ Data Usage for AdvertisingMost marketers are yet to understand which types of data work best for their campaign objectives.November 12, 2019
Nine in 10 marketers believe their businesses are data-driven. That being said, only one-third (33%) of marketers can fully optimize advertising investments in real-time and 36% say they are still a year away from achieving real-time optimization, per a... READ MORE
Three in Four Adults Are Willing to Pay for Services to Save TimeMillennials are most likely to say they would pay for subscriptions and other services to save time.
For many, time is perhaps a more precious commodity than money, per the latest report [download page] from The Integer Group. The survey results indicate that about half (49%) of the 1,200 US respondents agree that, while they are comfortable with their... READ MORE
3 Points About How Enterprise Marketers Are Allocating Their BudgetsMore than one-quarter of marketing resource budgets are dedicated to martech.November 11, 2019
Marketers across the globe expect to see their budgets for traditional channels such as out-of-home, traditional TV and print either stay the same or decrease in the coming year. And, although these channels still account for a healthy portion of marketing... READ MORE
Online Video Use Among Tweens and Teens SurgesMore than half of tweens and teens watch YouTube the most out of all video platforms.
Recent data indicated that American teens now spend a larger share of their daily video time on YouTube (37%) than on Netflix (35%). But the gap between the two video platforms may actually be more pronounced, according to report [download page] from Common... READ MORE
Email Click Rates Continue to Decline. Which Emails Perform Better?Triggered emails remain just a fractional share of all email volume, but produce higher response rates.November 8, 2019
While the issue of deliverability appears to be an increasing concern among email marketers, there’s another long-term trend that spells trouble for those vying for attention in the inbox. Over this decade, email click rates (as measured in each second... READ MORE
Brands Recognize That Respect for Data is Critical in Securing Customer TrustSenior marketers feel confident in their ability to follow through on their promises with respect to data privacy.
About one-quarter (24%) of CMOs define customer loyalty as “establishing a level of trust and connection that inextricably ties long-standing customers with the culture and attributes of the brand,” putting it second only to a definition based on... READ MORE
Gamers Seem Open to Branded Content in Their Video GamesAs most Americans play video games, their receptivity to sponsored content is worth a closer look.November 7, 2019
Even though gaming is most popular among young men, other demographics also enjoy video games. Some 6 in 10 US adults (61%) surveyed by Hub Entertainment Research report playing some kind of video game, with 37% of men age 55+ and 44% of women in the same... READ MORE
Which TV Genres Gain the Biggest Ratings Bumps From Time-Shifting?US adults spent 4 hours a week watching time-shifted content during the first quarter of this year. What are they watching?
Even with all the options available to view TV content, about 1 in 10 US adults still use their DVR as their default way to view shows. Indeed, data from Nielsen reveals that US adults spent 4 hours each week watching delayed or time-shifted content via VOD... READ MORE
B2B Marketers Are Prioritizing Measurement and Analytics TechnologiesNine in 10 B2B marketers agree that their organizations should focus on CX as much as their B2C peers. November 6, 2019
Four in 5 B2B marketers (83%) say they are going to focus more on data analytics in 2020. In line with this, measurement and analytics technologies emerge as their top investment priority to achieve data-driven marketing and advertising goals. Here are some... READ MORE
Here Are the World’s 10 Most Valuable Brands in 2019Apple holds the #1 spot for the seventh year in a row.
For the seventh consecutive year, Apple tops the list of the most valuable brands in the world, continuing to stay ahead of Google, according to Interbrand’s latest annual rankings. Nine of last year’s top 10 brands remain in the to 10 this year, with little... READ MORE
Facebook Is Not As Indispensable As It Once WasOnly one-fifth of Americans say that Facebook is one of their top three indispensable apps.November 5, 2019
Although 7 in 10 US adults are still using Facebook, the appeal it once had has deteriorated. A study by AudienceProject of 13,000 social media users from the US and Europe, ages 15 and older, illustrates that Facebook is not as indispensable as it was in... READ MORE
DuckDuckGo Gaining in Mobile Organic SearchDuckDuckGo's share of mobile searches remains small, but nonetheless is now half that of Bing.
Not only do the majority of Americans now own a smartphone, but they are also spending an increasing number of minutes on mobile devices each day. One thing mobile owners are using their devices for is search; here’s what recent data [download page] from... READ MORE
What Can B2B Marketers Do to Better Drive Business?Sales professionals believe that marketing could provide more insights for the last stage of the buying cycle.November 4, 2019
Although the majority of B2B marketers see themselves as playing a role in driving revenues, their peers in sales aren’t as upbeat about marketing’s impact here. A study [download page] of more than 200 B2B marketing and sales decision-makers by... READ MORE
Podcast Ads’ Appeal With Listeners Might be AbatingAs ad dollars pour in, one report finds fewer listeners voicing favorable views about podcast advertising.November 1, 2019
In the past, podcast listeners have been receptive to advertising during their favorite podcasts, with significant portions claiming to make a purchase after hearing an ad. Yet data from the latest Podcast Download report [download page] from Westwood One... READ MORE
Nearly 9 in 10 Parents Say Their Kids Influence Their Purchase DecisionsFour in 5 parents are more likely to shop at a retailer that makes it easy to involve their children.
Kids say that family members are one of the top three influencers in their purchasing decisions, and the same might be said when it comes to kids having an influence on their parents’ purchases. According to a report [download page] by NRF, 87% of parents... READ MORE
These Were the Top 10 US Financial Services Advertisers Last YearGeico leads the pack in US ad spend.October 31, 2019
There’s something to be said about financial services advertising when 6 of the 10 most “talk-worthy” campaigns are from financial services brands. However, some companies are spending far more than others in order to get that word-of-mouth, with... READ MORE
US Adults’ Trust in Mass Media DipsYounger people are the most mistrustful of the mass media.
Only about two-fifths (41%) of American adults trust the mass media, dropping from 45% last year to match the same percentage as in 2017, per survey results from Gallup. Although trust has wavered somewhat this year after improving in 2018, it remains higher... READ MORE
Email Marketing Trends: Objectives Differ; Deliverability’s A ChallengeIt's tough to compete for attention in the inbox if your email doesn't make it there in the first place.October 30, 2019
Although an increased number of marketers say their email marketing effectiveness is holding steady this year compared to the last, fewer are seeing even a slight increase in its effectiveness. Some 43% of the almost 300 marketers across a range of sectors... READ MORE
Five Notes on Digital Advertising Revenues in H1Online ad revenue growth was a bit slower than usual, although mobile and video continue their ascent.
Recent estimates show that the online advertising in the US has far surpassed TV ad spending and is predicted to grow apace in the next few years. That being said, a half-year report from the IAB and PwC indicates that growth in online advertising revenues... READ MOREFeel Like You're Always Playing Catchup?
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