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What Benefits Do Smaller Agencies Offer Brands?

What Benefits Do Smaller Agencies Offer Brands?Smaller agencies are valued for their more personalized service and specialized knowledge.April 24, 2018

Two-thirds of enterprise companies expect to use a small or medium-sized agency in the next year instead of their Agency of Record (AOR) for marketing projects, per recent research from Globality conducted by the Economist Intelligence Unit. A new study... READ MORE
Will Mobile Ad Spending Exceed TV in the US This Year?

Will Mobile Ad Spending Exceed TV in the US This Year?A forecast from eMarketer has mobile ahead of TV by year's-end. Do other forecasts concur?

It’s no secret that mobile ad spending has been gaining steam in the US, at last count comprising 54% of all online ad revenues as of H1 2017. A new forecast from eMarketer takes things a step further, calling for mobile to be the single largest... READ MORE
Top 25 Marketing Charts of Q1 2018

Top 25 Marketing Charts of Q1 2018Our top charts of Q1 2018 as determined by you, our readers.April 23, 2018

From content and advertising trends to internet use, B2B marketing and budgets, our collection of Q1 2018’s top marketing charts showcases some macro trends running through the industry while also paying heed to some of the more effective channels and... READ MORE
App Benchmarks Show Improving Engagement, Power of Push

App Benchmarks Show Improving Engagement, Power of PushRetention rates are far higher for app users opted in to push notifications than for those with such notifications disabled.

Close to 4 in 10 app users (38%) launch an app at least 11 times, considered the benchmark of app retention, according to the latest mobile app benchmarks from Localytics. The analysis, which covers usage of 37,000 mobile and web apps from May 2017 through... READ MORE
3 in 4 Americans Went to the Movies Last Year. Who Were They?

3 in 4 Americans Went to the Movies Last Year. Who Were They?Teens, young adults and Hispanics stand out as frequent moviegoers.

Three-quarters of the US population went to a movie at the cinema at least once last year, reports the Motion Picture Association of America (MPAA) [pdf], and roughly 1 in 8 (12%) could be deemed frequent moviegoers in claiming to attend at least once a... READ MORE
US iPhone Users Downloaded More Apps Last Year and Spent More Money on Them

US iPhone Users Downloaded More Apps Last Year and Spent More Money on ThemThe number of apps downloaded per active device increased by about 10%, while spending on Premium apps and in-app purchases grew by 23%.

US iPhone users hiked their spending on in-app purchases and premium apps by 23% last year, reports Sensor Tower, based on its Store Intelligence data. The average estimated amount spent per active iPhone grew to $58 last year, up from $47 in 2016. While... READ MORE
Facebook and Cambridge Analytica: Privacy Concerns Run High

Facebook and Cambridge Analytica: Privacy Concerns Run HighConcerns with privacy have grown and Facebook is less trusted than other platforms. But will usage suffer?April 20, 2018

Facebook daily visits seem to have been largely unaffected in the wake of the Cambridge Analytics scandal that broke in mid-March, but some users are reporting deleting their accounts and privacy concerns are high, according to several pieces of... READ MORE
Troubles Organizing Data Prevent Advertisers From Using Preferred KPIs

Troubles Organizing Data Prevent Advertisers From Using Preferred KPIsAdvertisers are still using last-touch over multi-touch attribution. Somewhat surprisingly, they also believe that's the most useful ordering.

Advertisers believe that sales metrics are the most effective in evaluating a campaign’s success, but instead tend to use traffic metrics more often, according to a study [download page] from Bazaarvoice and Digiday that surveyed almost 250 brands,... READ MORE
Teens Estimate Spending Just 20% of Their Daily Video Time With Cable TV

Teens Estimate Spending Just 20% of Their Daily Video Time With Cable TVTeens estimate spending more than two-thirds of their daily video time with Netflix and YouTube.April 19, 2018

Cable TV’s share of teen video consumption continues to decline at the expense of Netflix, YouTube and other streaming video platforms, according to the latest semi-annual Taking Stock With Teens survey from Piper Jaffray. In fact, this latest edition... READ MORE
Global Box Office Revenues Exceed $40B in 2017, Up 5% Year-Over-Year

Global Box Office Revenues Exceed $40B in 2017, Up 5% Year-Over-YearDespite its growth last year, the global box office accounted for a smaller share of combined theatrical and home entertainment consumer spending than in 2016.

The total amount of box office revenues for all films released in countries around the world grew to $40.6 billion last year, representing a 5% increase over 2016’s total of $36.6 billion. That’s according to the Motion Picture Association of... READ MORE
Here’s What the Most Influential B2B Vendors Are Doing to Win Business

Here’s What the Most Influential B2B Vendors Are Doing to Win BusinessInsights into buyer interactions, the most influential and trustworthy information sources, and the most important factors for buyers.April 18, 2018

The most trustworthy information sources for B2B buyers are also their most influential, details TrustRadius in its second annual B2B Buying Disconnect study [download page]. And that link between trust and influence seems to extend to vendors themselves:... READ MORE
These Were the Top Radio Advertisers in 2017

These Were the Top Radio Advertisers in 2017Nine of the top 10 advertisers on music-based stations were also among the top 20 advertisers on spoken word radio.April 17, 2018

AM/FM radio continues to be the medium with the broadest reach among US adults, details Nielsen in its Audio Today 2018 report [download page]. In fact, AM/FM radio’s monthly reach of 243.4 million US adults outpaces even search sites (197.5 million)... READ MORE
AI for Email? Marketers Enthused, but Not Without Concerns

AI for Email? Marketers Enthused, but Not Without ConcernsTwo-thirds are worried about giving up some editorial control to machine learning technologies.

Virtually all (96%) marketers are confident that machine learning can personalize email content down to an individual’s specific interests and improve the customer experience, according to a survey [download page] of more than 400 US marketers from The... READ MORE
So Informative Content Helps. But What Kind of Information?

So Informative Content Helps. But What Kind of Information?Aside from providing value-added information, consumers say they also want brands to advocate for causes they believe in.

There’s been plenty of research of late indicating that people value informative brand content, and a new report from Meyocks [download page] backs that up: 9 in 10 consumers surveyed for the report agree that brands should provide value-added... READ MORE
Shoppers: Transparency About Data Use Would Encourage More Sharing

Shoppers: Transparency About Data Use Would Encourage More SharingTwo-thirds of shoppers in North America are more comfortable sharing data with brands when proactively told how it will be used.

Almost two-thirds of online shoppers in the US and Canada are much more comfortable sharing information about themselves when brands proactively tell them what their information will be used to do, according to a study from Vision Critical. The survey,... READ MORE
US Companies With the Best and Worst Customer Experience Ratings in 2018

US Companies With the Best and Worst Customer Experience Ratings in 2018The aggregate ratings declined slightly this year as customers felt less satisfied with their interactions with companies.April 13, 2018

Supermarkets once again lead the way in customer experience, while TV/Internet Services collectively represent the worst-rated industry, according to the 8th annual customer experience ratings [download page] from the Temkin Group. Indeed, of the 318... READ MORE
How Are Marketers Using Social Analytics Data?

How Are Marketers Using Social Analytics Data?Relatively few are tracking crises in real-time, although they recognize the importance of responding to negative comments in real-time.April 12, 2018

Social analytics data is most commonly used for community management and engagement, reports NetBase [download page] in a survey of more than 700 marketers in the US and Canada, half of whom are from companies with at least $100 million in annual revenues.... READ MORE
Which Emerging Technologies Do Consumers Feel Will Impact Their Lives?

Which Emerging Technologies Do Consumers Feel Will Impact Their Lives?About half of US adults own at least one Smart Home product or device.

Technology is evolving at a rapid rate, and new developments have the potential to upend industries. But which new trends do consumers feel will impact them the most? As it turns out, the broadest consensus is for the Smart Home, which 58% of respondents... READ MORE
How B2B Buyers Engage With Content: 4 Insights

How B2B Buyers Engage With Content: 4 InsightsBuyers are prioritizing content trustworthiness and want to see more packaged content that references research and data.April 11, 2018

Half of B2B buyers say they now rely more on content to research and make purchase decisions, and most are placing a higher emphasis on the trustworthiness of the source of the content, according to the 2018 Content Preferences Survey Report [download page]... READ MORE
Youth See Social As A More Relevant Advertising Channel Than TV

Youth See Social As A More Relevant Advertising Channel Than TVYouth are also the most likely to see ads' relevance as improving.

Both Gen Z (18-19) and Millennials (20-36) are more likely to see social media as a relevant advertising channel than TV, banner ads and streaming video, according to the State of Digital Advertising 2018 report from Adobe Digital Insights (ADI). That stands... READ MORE
Enterprises Say Cost is the Top Challenge Experienced with External Marketing Agencies

Enterprises Say Cost is the Top Challenge Experienced with External Marketing AgenciesMany large companies see smaller agencies and individual consultants playing an important role in the years to come.April 10, 2018

Cost is far and away the leading challenge faced by enterprises when working with external marketing agencies, and it may be leading them to look at smaller outfits, according to a study [download page] from Globality, conducted by the Economist Intelligence... READ MORE
Retargeting Seen Effective For Improving Search & Social Ad Performance

Retargeting Seen Effective For Improving Search & Social Ad PerformanceData-driven personalization is a challenging tactic for search and social advertising performance.

Increasing conversions ranks as one of the top priorities for an integrated search and social advertising strategy, according to a new report [download page] from Ascend2 and its Research Partners. Unfortunately it’s also considered to be the most... READ MORE
Influencer Content Sways Youth Who Engage With It: 4 Insights

Influencer Content Sways Youth Who Engage With It: 4 InsightsYoung people who have interacted with influencer content believe it to be authentic, but are more skeptical about influencers' transparency.April 9, 2018

Influencer content is likely to find a trusting youth audience, per results from a study by Fullscreen and Shareablee. In fact, almost 4 in 10 18-34-year-olds are more likely to trust what an influencer says about a brand than what the brand says about... READ MORE
Agencies Say Research Can Improve the Pitch Process

Agencies Say Research Can Improve the Pitch ProcessAccess to research and data is seen as a key element to winning a pitch.

Only 1 in 4 ad agency professionals are satisfied with the pitch process, per results from a Provoke Insights survey [download page]. Client-side marketers surveyed as part of the report feel that creativity and a true understanding of the company’s... READ MORE
This Forecast Shows that Mobile is the Engine of Worldwide Ad Spending Growth

This Forecast Shows that Mobile is the Engine of Worldwide Ad Spending GrowthMobile is expected to contribute more than 10 times as many new global ad spending dollars as TV from 2017 to 2020. April 6, 2018

Global ad spending will increase by 4.6% this year to reach US $579 billion, predicts Zenith in its latest forecast [pdf], with this representing an upward revision from the previous forecast of 4.1% that marks the largest quarterly upgrade in 7 years. One... READ MORE
Video Ad Engagement Benchmarks in 2017

Video Ad Engagement Benchmarks in 2017Although click rates dropped, there was some improvement in the viewable completion rate.

Video ad click-through rates fell last year, but completion and viewability rates both improved, as did the fraud rate, per Extreme Reach data. The firm analyzed billions of video ad impressions across desktop, mobile, and connected TV from 2015 through 2017... READ MORE
US Recorded Music Revenues Grow Again As Paid Streaming Subscriptions Jump

US Recorded Music Revenues Grow Again As Paid Streaming Subscriptions JumpThe number of paid music streaming subscriptions increased by about 56% year-over-year.April 5, 2018

Retail revenues from recorded music in the US saw an impressive 16.5% rise last year, far outdoing 2016’s rise of 11.4%, which at the time had been the biggest gain in almost 20 years (since 1998). That’s according to annual revenue statistics... READ MORE
Majority of Consumers Frustrated by Inaccurate Local Business Listings

Majority of Consumers Frustrated by Inaccurate Local Business ListingsConsumers are more likely to blame the business than the directory for inaccuracies.

Most US consumers would lost trust in a business that had incorrect or inconsistent contact details online, reports BrightLocal. And the problem appears to be quite extensive: 71% of the survey’s respondents reported having felt the effect of... READ MORE
How Frequently Do People Use Social Platforms?

How Frequently Do People Use Social Platforms?Facebook boasts the heaviest usage, but few trust it to obey privacy laws.April 4, 2018

About 7 in 10 American adults report being online “almost constantly” (26%) or “several times a day” (43%), according to recent data from the Pew Research Center. Many of those are likely spending their online time visiting social... READ MORE
Google Shopping in 2017: 4 Insights

Google Shopping in 2017: 4 InsightsGoogle Shopping data indicates that mobile phone users are becoming more comfortable completing purchases on their devices.

US retailers are prioritizing Google Shopping ads over text ads, according to the 2018 Google Shopping Benchmarks Report [registration page] from Sidecar. Based on an analysis of more than 300 US retailers’ activity in 2017, the report notes that ad... READ MORE
US Out-of-Home Ad Spend Grows Again in 2017; Big Tech Among Top Advertisers

US Out-of-Home Ad Spend Grows Again in 2017; Big Tech Among Top AdvertisersGoogle more than doubled its investment in out-of-home last year, making it the 5th-largest advertiser by OOH spending.April 3, 2018

US out-of-home advertising revenues increased by 1.2% last year to reach $7.7 billion, according to the Outdoor Advertising Association of America (OAAA). While the growth rate for 2017 didn’t match the 2016 figure of 3.1% or the 2015 figure of 4.6%,... READ MORE
These Ad Units Proved to be Most Viewable in H2 2017

These Ad Units Proved to be Most Viewable in H2 2017Vertically-oriented ad units tended to have the strongest viewability rates last year.

The average viewability rate for desktop display ads in the US was 54.7% during the second half of 2017, on par with the first half of the year, reports Integral Ad Science (IAS). The Media Quality Report H2 2017 [download page] indicates that viewability... READ MORE
Consumers Still Prefer Print Over Digital Coupons

Consumers Still Prefer Print Over Digital CouponsUsage of paper coupons is not only high, but growing too.

About half (48%) of adults in the US agree that they prefer to get coupons in the mail, a figure that has risen in each of the past 2 years, according to Valassis’s latest annual survey [download page] of coupon usage. There’s also been upward... READ MORE
Half of Subscribers Strongly Value Video Streaming Services’ Original Content

Half of Subscribers Strongly Value Video Streaming Services’ Original ContentAs many as a quarter of Amazon Prime's new signups can be attributed to Prime Originals, according to leaked documents and accompanying estimates.March 30, 2018

There’s a reason the top subscription video-on-demand (SVOD) services are in an arms race of sorts to produce original content: it brings in subscribers. In fact more than half (54%) of streaming video subscribers surveyed last year said they had... READ MORE
These Brands Have Made the Strongest Impression on Women

These Brands Have Made the Strongest Impression on WomenNetflix is gaining steam, cracking the top 10 for the first time.

Given women’s purchasing power in the US, brands want to make a good impression. So which brands do best? YouGov released its latest BrandIndex rankings, finding that Band-Aid has the best perception among women. To arrive at its conclusion YouGov... READ MORE
What’s the Latest With the Video Ad Experience?

What’s the Latest With the Video Ad Experience?Ad frequency rates improved in 2017 for full-episode content.March 29, 2018

Media buying decision-makers view the consumer experience as the biggest challenge facing video advertising today. So what’s the state of the ad experience – as measured by ad loads and repetition? The latest quarterly Video Monetization report... READ MORE
Consumers’ Retail Spending Surrounding Easter Expected to Remain High

Consumers’ Retail Spending Surrounding Easter Expected to Remain HighAbout 8 in 10 adults intend to celebrate Easter, and they plan to spend $150 each on gifts and celebrations.

Total consumer spending on Easter is forecast to total $18.2 billion this year, just below last year’s record projection of $18.4 billion, according to the NRF. Some 81% of adults plan to celebrate Easter, on par with last year, but they’ll spend... READ MORE
Brand Marketing: What Are 2018’s Goals, Priorities, and Challenges?

Brand Marketing: What Are 2018’s Goals, Priorities, and Challenges?With personalization and CX being top priorities, it's surprising to see few saying they're having difficulty deriving actionable insights from data.March 28, 2018

Brand marketers are prioritizing the customer experience this year and are excited about further exploring personalization, finds the 2018 State of Branding report [download page] from OnBrand and Bynder. But in order to reach their objectives, brand... READ MORE
Here Are the Universal Search Integrations You See Most on Mobile

Here Are the Universal Search Integrations You See Most on MobileThe Knowledge Graph appears in 1 in 3 Google searches' first-page results.March 27, 2018

Google shows an average of only 8.5 organic results on the first page of its US mobile searches, and just 8.7 on desktop searches, according to a study from Searchmetrics [download page]. The firm argues that marketers have a big opportunity to be featured... READ MORE
The Number of High-Net-Worth Households in the US Continues to Grow

The Number of High-Net-Worth Households in the US Continues to GrowThe number of households with net worth of $1-5 million had its biggest year-over-year jump since 2009.

There were an estimated 42.5 million households in the US with a net worth of at least $100k in 2017, according to the latest annual Market Insights Report from the Spectrem Group. While the vast majority of those had net worth in the $100k-$1 million range,... READ MORE

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