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Most Consumers Want to See Ads That Match A Webpage’s Content 7 in 10 consumers say it's at least somewhat important that an ad is relevant to the content being consumed.
About three-quarters (74%) of consumers like to see ads that match the content they’re viewing, according to a report [download page] from Integral Ad Science (IAS). Here’s what the study has to say about how context and sentiment are influencing the... READ MORE
Media Ads Influence Home Improvement Behavior As Consumers Respond to Pandemic Close to 9 in 10 home improvement consumers exposed to advertising report being influenced by ads in the awareness stage of the purchase process.
Eight in 10 adult consumers who have made a home improvement purchase or are planning to do so say that it was COVID-19 that got them thinking more about home improvement projects. And, from awareness to purchase, media plays a part in influencing... READ MORE
Disney Was A Top Ad Spender on Facebook in H1 The company heavily increased its spending on Facebook ads during H1, then shifted to Amazon in July.
Disney spent an estimated $211.8 million in Facebook advertising in the first half of this year, making it, by far, the top Facebook advertiser for the first two quarters of the year. This is according to a report [download page] from Pathmatics that looks... READ MORE
New Deck: Top B2B Marketing Charts of H1 2020 Our most popular B2B charts from the first half of this year, along with a bonus demand generation section.
It’s been a peculiar and let’s say it – in many ways forgettable – year. Like everyone, marketers have had to adapt on the fly, adopting new sales models and shifting their priorities. Although some of the charts in our new deck... READ MORE
Working From Home Has Impacted Consumers’ Listening and Viewing Habits 3 in 4 people who work from home are listening to music at least once a week during work hours.
Although working from home is hardly a new concept, since the outbreak of COVID-19 the number of people who are working from the comfort of their own home has increased considerably. A full two-thirds of the 1,000 adult remote workers surveyed for a new... READ MORE
People’s Confidence in Small Business Still Far Higher Than for Big Business Only 1 in 5 Americans have a great deal or quite a lot of confidence in big business.
Three-quarters of the American public maintain a great deal (38%) or quite a lot (37%) of confidence in small business, per a recent survey from Gallup. This level of confidence has grown from two years ago when about two-thirds of US adults held the same... READ MORE
In-App Video Ads Completed At Higher Rates Than Mobile Web Ads In-app video ads also outpaced mobile web video ads in impressions.
In-app video ads saw a completion rate of 79% in Q2 this year, ahead of the comparable figure for mobile web video ads, according to recent data [download page] from Extreme Reach. Here’s a look at how the two mobile ad formats compared this past quarter.... READ MORE
The State of Traditional TV: Updated With Q1 2020 Data The traditional TV industry should be worried about teens' viewing patterns.
[By MC Editor, JC Lupis] It’s been a while and a lot has happened since our last traditional TV update, but it’s time for us to dive into this again. Let’s explore some findings from the latest quarterly Total Audience report [download... READ MORE
5 Points About E-Commerce Sites and Search Search accounted for close to one-quarter of e-commerce site traffic during the past 18 months.
Traffic from search tends to produce a strong conversion rate for e-commerce sites. As e-commerce continues to grow, especially during the global pandemic, it’s beneficial to look at what part search is playing in driving consumers to e-commerce sites.... READ MORE
Here Are the Most Loved Brands on Social Media Over the Past Year Instagram tops the list for yet another year.
This most loved brands on social media over the past year (H2 2019 through H1 2020) are heavily represented by the Entertainment, Technology and Social Media industries, with a top E-Commerce brand thrown in for good measure. In its latest Brand Passion... READ MORE
Consumers Shown to Say, Stay and Spend More With Loyalty Programs Almost two-thirds of consumers modify the amount they spend to maximize loyalty points.
More than 6 in 10 consumers modify their spending in order to maximize loyalty program points, according to figures in Bond’s latest annual Loyalty Report [download page] for 2020. The report takes a look at how brands can best encourage loyalty from... READ MORE
More YouTube Viewing is Happening on TV Screens Consoles and connected TVs accounted for more than one-quarter (27%) of YouTube viewing time in Q2.
Connected TV devices accounted for about half (48%) of global streaming video viewing time in Q2 this year, but how has this influenced YouTube viewing? Conviva’s State of Streaming report [download page] for Q2 explores how consumers are choosing to engage... READ MORE
Why Do People Buy Smart Home Devices? More than 2 in 5 smart home device owners say they own more than 5 such devices.
Whether it be speakers, lighting or thermostats, home connected devices (smart home devices) are becoming more popular in American homes. And, for those US adults who already own smart home devices, one is not likely to be enough, with almost half (46%)... READ MORE
What Are the Top-Spending Industries in Digital Video? Retail accounts for the largest share of total US digital video ad spending this year.
The Retail industry currently accounts for more digital video and digital display advertising dollars than any other industry, but it isn’t set to increase its investment despite record e-commerce sales, according to new figures from eMarketer. Here’s a look... READ MORE
One-Quarter of TV Time is Now Spent Streaming Older adults account for a growing share of video streaming time, while traditional TV viewing continues to shrink.
Many US adults say their favorite way to spend an evening is in front of the television, and for streaming capable households in the US, more of those evenings are likely spent streaming content on their TV screens. Nielsen’s most recent Total Audience... READ MORE
How Many Target Accounts Do Reps Handle in ABM Programs? The sweet spot appears to be 11-50 target accounts per individual rep.
Companies claiming the strongest ROI from account-based marketing (ABM) tend to have their individual reps handle more accounts than the average company engaging in ABM, according to Demandbase’s latest report [download page] on ABM. Having established the... READ MORE
Audio Streaming on Smartphones Grows in Popularity Nearly two-thirds of US adults streamed audio on their smartphones weekly in Q1.
More Americans are regularly streaming audio on their smartphones: research from Nielsen’s Total Audience Report [download page] shows that the number of US adults streaming audio on their smartphones in Q1 2020 grew by 28% over the same quarter last year.... READ MORE
Consumers Have Adopted New Habits Since the Pandemic, but Don’t Think They’re All Here to Stay 1 in 5 US consumers say they have been watching more streaming TV since the start of COVID-19.
The COVID-19 pandemic has transformed consumers’ lives in a multitude of ways, including changes to daily habits. New data from Hub Research explores what some of these new habits look like, as well as the likelihood that consumers will continue their... READ MORE
The Majority of Smartphone Owners are Open to Chatbots, but Some Remain Unsure The most common use case is making an appointment.
A majority (55%) of smartphone owners around the world are open to some form of chatbot communication with businesses, though the largest share would still prefer to make a phone call, according to a recent report [download page] from Mobile Ecosystem Forum... READ MORE
Black and Hispanic Gen Xers Willing to Consider A Number of Auto Brands on the Path to Purchase Hispanic American auto shoppers include 5.1 brands in their consideration set, compared to the 3.6 for the population overall.
Hispanic auto shoppers consider an average of 5.1 brands over the course of their purchase journey, making them the demographic with the highest consideration – despite demonstrating low initial brand awareness. So finds a new report [download page]... READ MORE
Promotional Product Sales Plunge in Q2 North American promotional product sales plummeted by 44.2% in Q2 as a result of COVID-19.
After more than a decade of constant growth, North American promotional product distributors have seen their sales dive at levels they haven’t experienced in the past. Fueled by the COVID-19 pandemic, promotional product sales dropped 44.4%... READ MORE
What ABM Metrics Are Marketers Prioritizing This Year? Close to two-thirds of marketers say they are in the early stages of measuring their ABM efforts.
Although a majority (61%) of businesses report that they are currently running an account-based marketing (ABM) program to some extent, very few appear to be at a mature stage when it comes to measuring ABM. Only 5% of the marketers surveyed for a recent... READ MORE
Reaching Hispanics: Streaming Video and Audio Opportunities Rise Amid the Pandemic Hispanic Americans over-index in ownership of nearly all connected devices.
Hispanics currently make up one-fifth (19%) of the total US population, yet this demographic often feels ignored by advertisers. But, how do advertisers reach this population of Americans? A report [download page] from Nielsen shows that streaming media is... READ MORE
The State of CRM Data Management
Validity and Demand Metric partnered to understand how data quality issues affect an organization’s ability to fully leverage its CRM system. While 86% of participants say their CRM system is important to achieving their objectives, half of the... READ MORE
More Than Half of Global Ad Spend Forecast to Be Spent on Digital Media This Year Total global advertising spending is expected to drop 9.1% this year, with traditional media much harder hit than digital.
Digital advertising is expected to account for more than half (51%) of total global ad spend for the first time this year, amid a forecast decline in global advertising investment of 9.1%. A new forecast [press release] from Zenith Media shows that, while... READ MORE
Consumers Influenced Most by Price When Deciding on CPG Brands to Purchase Print and digital coupons remain popular.
With all that has been said about influencers and their ability to drive some people to purchase products, their sway may not extend too much to CPG brands. Only a small portion of consumers say that an endorsement by celebrities or by popular influencers... READ MORE
Consumer Engagement Challenges Threaten Marketers’ CX Efforts Customer engagement is also continuing to be a challenge on social media, although marketers tout social's conversion potential.
Even during the best of times, marketers face challenges when it comes to creating a positive customer experience. But during COVID-19, more marketers are finding it challenging to engage with customers than before. This is per a new report [download page]... READ MORE
B2B Marketers Turn to Digital Advertising in Greater Numbers B2B digital ad spend is projected to grow by 22.6% this year.
B2B marketers were prioritizing digital advertising as part of their 2020 strategy even before COVID-19 disrupted business as usual and forced marketers to shift even more of their focus onto digital. So, it’s not surprising that even amid the uncertainty... READ MORE
The Pandemic Pushes A Rebound in Mobile App Opens Average mobile app opens had been down almost across the board leading up to the pandemic. COVID-19 changed that.
Echoing the growth in global app revenue and downloads this year, mobile app open rates and location opt-ins have picked up significantly since the COVID-19 pandemic after being on the decline earlier. So finds a report [download page] from Airship, laying... READ MORE
Audio Consumption Increases Overall in H1 2020 Despite COVID-19’s Tempering Force On-demand audio streaming remains the driving factor behind the growth in audio consumption.
Audio consumption in the US is on the rise in 2020, with total audio activity up 9.4% year-over-year in the first half of the year. However, it appears that this growth has been stymied by COVID-19, per a new midyear report [pdf] from Nielsen and MRC Data.... READ MORE
Both Print and Digital Coupon Distributions Declined in H1 2020 Digital coupon distribution decreased by more than 16% y-o-y in the first half of this year.
Much like in years past, the number of printed coupons distributed in the first half of 2020 has fallen, dipping 14.7% year-over-year. New data from Kantar finds that more than 101 billion printed coupons were dropped in H1 2020, down from the more than... READ MORE
Shopping Ads’ Share of Google Ad Spend Grows in Q2 Desktops accounted for almost one-quarter of US Google Shopping ad clicks in Q2, as spending increased for the devices.
Shopping ads’ share of US Google paid search investment was more than 60% in Q2 2020, up from 57% in Q2 last year, according to a recent report [download page] from Tinuiti. At a time when e-commerce is being notably impacted by the COVID-19 pandemic, the... READ MORE
Marketing Budget Uncertainty Grows Post-Pandemic Post-COVID-19, one-quarter of marketers say they do not know which aspects of their budgets will see increases over 2019.
Prior to the global COVID-19 outbreak, many marketers anticipated increasing their investment in areas such as content marketing, events and marketing technology. And, while some still expect an increase in these areas, several appear to be pulling back on... READ MORE
How Can Brands Better Reflect Consumer Values? Only about 1 in 10 Americans feel they are represented in the advertising they see.
While it’s true that there are certain groups of Americans who feel vastly underrepresented in advertising, it appears advertisers are not doing an adequate job of representing US consumers as a whole. All in all only about 1 in 10 (9%) of the almost 21,000... READ MORE
The Majority of B2B CMOs Expect to Increase Their Spending on A Variety of Digital Channels Next Year In the meantime, about one-quarter expect to see investment in event marketing decrease.
Since the beginning of the COVID-19 pandemic, B2B marketers have seen a shift towards digital when it comes to content consumption – and their own sales model. As such, it’s not surprising that the majority of B2B marketing leaders surveyed for a... READ MORE
Auto Demand Weakens, but Not Precipitously Auto purchase intent seems to have declined more moderately in the US than in European countries.
Although automotive advertisers anticipate their sector to be one of the areas hit hardest by COVID-19, it turns out that the auto industry may not be as bad off as originally assumed. Recent data [press release] from Ipsos finds that, while the number of US... READ MORE
5 Points About ABM Tools & Priorities Companies with full ABM programs in place are investing close to two-fifths of their total marketing budgets to these initiatives.
The use of account-based marketing (ABM) programs continues to expand. In a survey [download page] by Demandbase of more than 600 respondents from companies of various sizes, 6 in 10 (61%) say they have a full ABM program in place or are currently running a... READ MORE
Carousel Posts Show Strong Engagement Rates on Instagram About 1 in 5 Instagram brand posts analyzed in July were carousel posts.
There are a number of ways to increase Instagram Story engagement, but what about engagement with feed content? According to a recent study by Socialinsider and Bannersnack, it’s carousel posts that are offering brands flexibility in their marketing on the... READ MORE
About Half of Global Consumers Expect Financial Benefits in Exchange for Their Data 3 in 4 would likely stop doing business with a company that was irresponsible with their data.
Consumers are apt to believe that companies are more likely than they are to benefit from the collection and usage of data. That hasn’t necessarily stopped consumers from sharing their data, though many expect financial rewards in the future. In fact some... READ MORE
Search Ad Trends During the COVID Quarter: Clicks Rise; Formats Differ Local Inventory Ads' share of Google Shopping clicks plunged during Q2.
The second quarter of 2020 encompassed the sustained spread of the coronavirus, and is when the full impact of the pandemic could begin to be seen. As with other areas of marketing, paid search has experienced its own effects. Recent benchmark data shows the... READ MORE
2 in 3 Americans Believe Boycotts Are Effective Americans with higher incomes are more likely than average to have boycotted a business.
Americans often are not shy about letting their wallets speak when a brand does something that displeases them, whether it be the business acting irresponsibly, allowing a data breach or failing to represent their community or ethnicity. New data from YouGov... READ MORE
Young Parents Feel They’re Spending Too Much Time on Social Media and Smartphones Some 8 in 10 parents also say they post things about their children on social media.
Some 65% of young parents feel that they spend too much time on their smartphone, with this group also being most likely to believe they spend too much time on social media, according to recent data from Pew Research Center. The report explores the pressures... READ MORE
5 Points About CMOs’ Budgets Heading into 2021 More than two-thirds of marketers expect their martech budgets to increase in 2021.
Roughly 2 in 3 (68%) CMOs expect their martech budget to increase in 2021, despite the impacts of COVID-19 being seen elsewhere in budget decisions, according to Gartner’s latest annual CMO Spend Survey [download page]. Here are 5 key points about what CMOs’... READ MORE
Email Engagement Rates Stabilize After COVID Spike Despite a downward trend, open and click-through rates remained around 20% higher at the end of the period of analysis as compared to its start.
COVID-19 has had an effect on email marketing, and new data [registration required] from GetResponse indicates that response rates increased quite significantly during the first weeks of the pandemic. The analysis of active GetResponse customers (largely... READ MORE
Beauty Shoppers Are Relying More on Social Media for Product Information YouTube and Instagram are becoming primary online sources for information about beauty and grooming products.
Even though advertisers for the US beauty industry are investing less than one-quarter of their budgets in digital channels, the internet is a common source of information when US consumers are researching beauty and grooming products. In a recent edition of... READ MORE
Sponsored Brand Ad Spend on Amazon Grows Again in Q2 The vast majority of Sponsored Brand ad conversions come from Top of Search placements.
US Sponsored Brands spend via Amazon’s ad console rose 60% year-over-year in Q2, helped by new customization capabilities, according to new figures [download page] from Tinuiti. The ad format, despite not being as prevalent as Sponsored Products, saw... READ MORE
B2B Marketers Lend Their Support to Influencer Programs 4 in 10 B2B marketers expect to hike their influencer budgets next year, and they're expecting a host of benefits from doing so.
Some 4 in 10 (38%) B2B marketers expect their influencer marketing budgets to increase into 2021, with a further 42% expecting that these budgets will stay the same, according to TopRank Marketing’s first report [download page] on the state of B2B influencer... READ MORE
Agencies’ Planning Function Grows in Importance During Pandemic More than 9 in 10 agency strategists say that at least some of their clients have required new strategic thinking due to COVID-19.
The majority of strategists agree (27%) or strongly agree (68%) that clients need strategists more in a time of uncertainty. The COVID-19 pandemic certainly qualifies as one of those times… Here’s what a global survey [subscription required] of agency... READ MORE
These Are the Lead Magnets SMBs Say Convert Best Video is believed to be the lead magnet with the highest conversion rate, though responses differed by company size.
One challenge for demand generation marketers is finding ways to bring in higher quality leads, particularly at a time when regulations have made it more difficult to cultivate contact information. One way to overcome this challenge is to offer something of... READ MOREFeel Like You're Always Playing Catchup?
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