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Only A Tiny Fraction of Ad Spending is Allocated to Media Focused on African Americans Underrepresentation in the media isn't exclusive to advertising.
The top 20 advertisers’ spend on media aimed at African Americans increased by 15.6% between 2011 and 2019, to reach a total of $3.86 billion. Even with this increase, advertising focused on African Americans represents less than 2% of the total US... READ MORE
What Are the Most Desirable Digital Marketing Skills Heading into the New Year? Digital marketing execs are still hunting for people with data analysis skills.
Data analysis is not only a much sought after skill, it’s often what sets a successful company apart from the others. This isn’t bound to change anytime soon, with a recent report [download page] from Altimeter (a Prophet company) on the state of... READ MORE
Social Media’s Still Considered the Toughest Channel for Revenue Attribution Marketers also find it difficult to attribute revenue to content marketing efforts.
More than 2 in 5 (44%) marketing and sales professionals say they currently have a revenue attribution strategy in place, while a similar share either are currently rolling out such a strategy (17%) or plan to do so in the future (25%). And, while virtually... READ MORE
How Coordinated Are Inbound and Outbound Marketing Activities? More than 6 in 10 businesses surveyed currently use a customer data platform.
Larger businesses are more likely than medium-sized businesses to have a coordinated and strategic approach to inbound marketing across all media channels. This is according to a new report [download page] from London Research and BlueVenn, which found that... READ MORE
Gartner Predicts Rebound in Global IT Spending Next Year, Forecasts 4% Growth Overall spending on IT products and services this year is set to drop 5.4% from 2019.
Communications Services make up the largest share (36.9%) of forecast global IT spending for 2020, though along with all other segments it is expected to see a decline in spending year-over-year. So finds new data from Gartner, painting a picture of the... READ MORE
Skills Deficit Hampering Effective Use of MarTech Budget is also a challenge when it comes to using martech.
Lack of skills and budget are two top challenges for digital marketers aiming for effective use of martech, with data quality also presenting a performance gap for some, per Altimeter’s (a Prophet Company) State of Digital Marketing report [download page]... READ MORE
It’s Getting Even More Expensive to Advertise During TV’s Biggest Shows Sunday Night Football is again the most expensive show to advertise on this TV season.
Advertisers looking to get their 30-second spot on some of the top TV shows during the 2020-21 season have likely encountered rising prices. New data from Ad Age shows that close to half of the 80 returning series tracked on the top 4 broadcast networks, as... READ MORE
Where Do Digital Marketers’ Priorities Lie for the Year Ahead? New customer acquisition is at the forefront of digital marketers' minds, though they'll also be paying attention to existing customers.
Digital marketers have a clear vision of their priorities though some are working with less marketing resources than others, according to Altimeter’s State of Digital Marketing report [download page] for 2020. Here’s a roundup of the report’s findings on... READ MORE
1 in 12 Fortune 500 Companies Are Using TikTok More than three-quarters of Fortune 500 companies have a public-facing corporate blog.
Fewer Fortune 500 companies are using social media platforms such as Twitter, Facebook and Instagram this year than did last year. However, their use of public-facing corporate blogs has increased, and some have even started using TikTok, according to the... READ MORE
Stories At Close to A Third of Instagram Ad Spend Stories accounted for more than one-third of ad impressions on Instagram in Q3 among Merkle's clients.
Stories’ share of Instagram ad spend showed a marked increase in the third quarter of this year, per the latest quarterly digital marketing report [download page] from Merkle. The study reveals that, among Merkle’s clients, 29% of total ad spend on... READ MORE
XR Industry Continues to Grow Amid COVID-19 Global XR revenue is forecast to reach $6.7 billion this year, despite a dip in VR revenues.
Global XR revenue is forecast to grow year-on-year through 2023 with some delayed growth for AR/MR headsets, according to new figures from SuperData. Here’s an outline of the projected changes as well as other highlights from the quarter. In its Q3 update,... READ MORE
Advertisers Think These Metrics Will Take on More Importance in A Cookie-Less World More than 2 in 5 marketers and agencies predict sales-lift research will be more important in a cookie-less world.
With close to half (47%) of marketers saying they use cookies for advertising purposes, advertising in a cookie-less world will not be without its challenges. New data from Advertiser Perceptions has found that marketers and agencies believe that reporting... READ MORE
Executing A B2B Integrated Marketing Strategy: Who and What’s Involved? The marketing ops team is the most heavily involved in executing a B2B integrated marketing strategy.
Some 7 in 10 organizations have implemented integrated marketing to some extent, though it remains challenging for many, according to Demand Gen Report and True Influence’s report [download page] on the state of integrated marketing in B2B. Fielded in... READ MORE
Rebound in Organic Search Continues in Q3 Google US organic search visits to brand sites grew by 28% year-over-year in Q3, per an analysis of Merkle clients.
Essential goods retailers’ Google organic search visits were up some 56% year-over-year (y-o-y) in Q3, according to Merkle’s latest Digital Marketing report [download page]. The report takes a look at recent figures charting the state of Google organic... READ MORE
7 in 10 CTV Viewers Will Share Some Data to Improve the Ad Experience 9 in 10 US CTV users say they watch some form of ad-supported streaming video content.
Ad-supported streaming video on demand (SVOD) has increased in popularity, with a recent Integral Ad Science (IAS) survey [download page] of more than 1,200 US connected TV users revealing that 9 in 10 (91%) watch some form of ad-supported streaming video... READ MORE
Advertisers Turn to Amazon US Sponsored Brand Videos in Greater Numbers Sponsored Brands ads in video format produced a click-through rate far higher than the baseline for static ads.
More than one-quarter (26%) of Sponsored Brands spend on Amazon in Q3 was invested in video ads, as the format rises in popularity compared to static ads. So finds Tinuiti in its Amazon Ads Benchmark report [download page] for the third quarter of 2020,... READ MORE
As Streaming Grows, Smart TV Viewing Surges Time spent streaming on Smart TVs jumped by 200% year-over-year in Q3.
The third quarter of 2020 has seen the overall time spent streaming accelerate, jumping a full 57% over the same quarter last year, with growth in North America only slightly under the global average, at 51%. This is per Conviva’s latest state of streaming... READ MORE
Here Are the World’s 10 Most Valuable Brands in 2020 Apple remains the world's most valuable brand again this year.
For the eighth year running, Apple is at the top of the list of most valuable brands in the world, keeping its lead over top companies like Amazon, Microsoft and Google, according to Interbrand’s latest annual rankings [download page]. Although there has... READ MORE
More Evidence Emerges That Host-Read Podcast Ads Outperform Others Host-read podcast ads average a 67% increase in brand affinity over non-host read ads.
Host-read podcast ads outperform non-host-read ads on brand recall as well as other key marketing metrics, according to recent data from Nielsen. Sourced from more than 260 Nielsen surveys, the new figures explore the importance of podcast ad type. Here’s a... READ MORE
More Americans Say They Trust Info from TV Ads Than from Influencers However, customer reviews are the most trusted source of information.
About half of US adults say they trust the information they receive from reviews of products or services from other users or customers. This is per data from Ipsos that also shows that other sources of information do not amass the same degree of trust from... READ MORE
Most Streaming Video Viewing Took Place on a TV in H1 Connected TV devices accounted for half of premium digital video ad views during the first half of the year.
Nearly 8 in 10 (77%) CTV ads were live in H1 2020, compared to 30% of desktop ads, reports Freewheel in a recent study [download page] on the US video marketplace. Focused on H1 2020, the study notes key viewing behaviors, particularly since the pandemic.... READ MORE
What Are Teens Spending on During the Pandemic? Upper-income teens have dedicated a larger share of their wallet towards video games since the pandemic.
Teen spending since the pandemic is at the lowest level recorded since Spring 2005, according to the latest figures from Piper Sandler. The report [download page] takes a look at changes in teen spending habits as well as the top channels and markets among... READ MORE
7 in 10 Companies Abandon A Lead After 3-5 Tries Email remains the most-used channel for following up with leads.
The majority of sales and marketing professionals will discard a lead after 3-5 attempts to make contact, according to a recent report [download page] from Ascend2 and Verse.io. The study looks at the intricacies of respondents’ preferences for lead... READ MORE
What Kinds of Ads Do People Want During A Pandemic? Ads that show how a company can improve people's comfort and combat the virus hold appeal.
As the fallout of the COVID-19 pandemic continues to develop, advertisers are trying to pinpoint consumers’ changing sentiments and habits. A recent report [pdf] from Morning Consult goes some way towards illustrating how consumers’ attitude to certain ad... READ MORE
The State of CRM Data Management Find out how high-performing companies are successfully leveraging CRM data quality and how you can do the same.
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
App Downloads and Spending Continued to Climb in Q3 Global spending on apps grew by 32% year-over-year in Q3.
Global consumer spending on Apple’s App Store and Google Play grew by 32% year-over-year (y-o-y) in Q3 2020 to reach $29.3 billion, per data from Sensor Tower Store Intelligence. The faster-than-average growth in spending is thought to reflect the ongoing... READ MORE
CDP Users See Benefits to Online Sales As a result of using a CDP, almost half of B2C martech decision-makers surveyed have seen significant improvements to their online sales.
Some 75% of marketers experience a reduction in time managing customer data as a result of their customer data platform (CDP). This is just one of the many benefits to be gained from CDPs as established in a new report [pdf] from Advertiser Perceptions and... READ MORE
How Can You Improve Your B2B Virtual Event’s ROI? Post-event engagement and more interactive events emerge as key factors.
Virtual events are on the up, but there are challenges inherent for organizations shifting to them, per a new report [pdf] from PathFactory. Here’s a roundup of recent changes, barriers faced and best practices, according to the study. In the aftermath of... READ MORE
Biggest Challenge for CMOs? Understanding Consumer Behavior Changes CMOs also expect to be faced with declining customer spending.
Although global marketers are faced with immediate challenges including budget cuts and the need to revamp strategies due to the global pandemic, they are still looking ahead and evaluating what challenges they are bound to face in the coming 6 to 12 months.... READ MORE
COVID Forces Changes to CX Strategies 1 in 5 global CMOs report completely overhauling their CX strategy due to COVID-19.
With the changes in consumer behaviors brought on by COVID-19, marketing leaders appear to be feeling a resultant need to change their approach to the customer experience. According to new data [download page] from Isobar, a notable 85% of CMOs have changed... READ MORE
Stressed Out Americans Turn to Media About half of Americans look to video and TV to manage stressful times.
Under normal conditions, it’s probably fair to say that many Americans feel at least some degree of stress. But, these are far from normal times. With a pandemic affecting most aspects of daily life, a contentious presidential election and demonstrations for... READ MORE
TikTok Overtakes Instagram in Teen Social Preference Snapchat retains its place as the favorite social platform among US teens.
It hasn’t taken long for TikTok to become a favorite among US teenagers. Indeed, after being deemed the third favorite social platform for teens in Spring of this year, it has sailed past Instagram to become the #2 platform for teens during Fall 2020, per... READ MORE
Subject Matter Expertise A Growing Factor for B2B Buyers When Evaluating Vendors A talented team eventually tips the scales.
The percentage of B2B buyers evaluating vendors by their knowledge of the industry/subject matter expertise has risen sharply in the past couple of years, according to Hinge Marketing’s latest report [download page] taking “a look inside the buyer’s brain.”... READ MORE
B2B Content Marketers Getting More Successful in Building Credibility However, fewer report success in using content marketing to nurture leads.
Content marketing enables B2B marketers to achieve many goals, and as time goes by more marketers are seeing the benefits of using content marketing successfully. The most recent B2B content marketing benchmarks report [download page] from the Content... READ MORE
Ad Viewability Increases Across Most Formats in H1 2020 Brand risk continues to decrease (improve) across formats both globally and in the US.
The first half of 2020 saw mobile app display viewability rates improve globally to an average viewability rate of 70.8%, an increase of 13.6% year-over-year (y-o-y). In the US, mobile app display viewability also increased, by 17.2% y-o-y, to reach 78.9%,... READ MORE
US Pharma & Healthcare Marketers Up Their Digital Ad Spend The US pharma and healthcare industry is expected to up its digital ad spend by 14.2% y-o-y this year.
Last year healthcare advertising spend growth in the US was well above that of total global healthcare ad spend. This year could have a similar trend, with data from eMarketer showing that pharma and healthcare digital ad spend in the US is expected to grow... READ MORE
Shoppers Continue to Spend on Private Label Products, but Some See A Return to Name Brands 9 in 10 US shoppers report spending the same or more on private label products this year than last.
Driven by the desire to save money, nearly all US shoppers say they purchase private label or store brands. And, with close to half of Americans reporting that they are spending less money this year than they have in the past, it is no surprise that 9 in 10... READ MORE
Both B2B Marketers and Buyers Increasingly Sold on Conversational Marketing About one-quarter of B2B buyers claim to now be using chatbots to communicate with businesses, double last year's 13%.
Some 7 in 10 users of B2B conversational marketing tools would use them for communicating with businesses, getting questions answered, and resolving issues, according to Drift and Heinz Marketing’s latest report [download page] on the state of conversational... READ MORE
Advertisers Consider TV & Social the Most Influential Political Ad Platforms No other political ad media come close.
Eyeing an increase in political advertising during the final stretch of the presidential election season, a recent survey of marketers and agencies by Advertiser Perceptions found that half planned to adjust their advertising efforts accordingly. One-third... READ MORE
Traditional Media Ad Prices Deflate in Q3 In the meantime, ad prices for digital are on the rise.
Highlighting the shift towards digital media, global traditional media ad prices shrunk by 6% in the third quarter of 2020, while online media costs have inflated by just short of 4% in the same period, per a report from ECI Media Management. With COVID-19... READ MORE
Most Americans Are Opposed to Political Ads on Social Media Only about one-quarter of US adult think social platforms should allow all political ads.
As US elections near, the number of political ads seems to increase. And, while the ads may seem inescapable, a survey from the Pew Research Center shows that one place the majority of Americans don’t want to see political advertising is on social... READ MORE
Where Are Marketers Struggling with Lead Conversion? More than two-fifths of marketers are finding that collecting enough data on leads is a challenge to lead conversion.
One-quarter of sales and marketing professionals express some level of dissatisfaction with their lead-to-sales conversion rate. So says a new report [download page] from Ascend2 and Verse, which also found that one of the biggest challenges to successful... READ MORE
Mobile Hovers At Around One-Third of US Retail Digital Commerce E-commerce spending in Q2 grew more slowly than historical rates, but the first couple of months of Q3 showed signs of recovery.
Some 4 in 10 US consumers report that they are buying more items online during the pandemic, with the majority doing so because it allows them to maintain social distancing (59%) and helps them to avoid in-store shopping (58%). This has contributed to a lift... READ MORE
Advertisers Reportedly Spent As Much on Facebook as on Radio and Print Combined in Q2 Instagram also saw a healthy share of ad spend during the quarter.
In the second quarter of 2020, nearly one-quarter (22%) of US ad spend was invested in paid social, with more than half of that spend being put toward advertising on Facebook. Indeed, Facebook’s share of total ad spend for Q2 was equal to that of... READ MORE
One-Third of Marketers Plan to Retain COVID-Induced Changes to Their Media Mix One in 5 marketing professionals surveyed report that their budgets have been cut by more than 25% due to COVID-19.
Consumers are spending less this year as a result of the pandemic. And, also as a consequence, some 6 in 10 marketers have seen their budgets cut since the start of the pandemic, with about one-fifth (39%) reporting cuts of more than 25%. Alongside these... READ MORE
Which Social Platforms Do Users Rely on Most to Follow Brands? Just less than half (45%) of Americans claim that social media is important to them.
Social media has transformed from a place where people simply caught up with old friends, informed everyone what they were having for dinner and shared photos of their children. Now, among many other uses, social also serves as a significant portal for news... READ MORE
Consumer Spending on Halloween Expected to Dip This Year Due to COVID-19 Americans are expected to spend $8.05 billion on Halloween this year.
Even though the country is still struggling with the COVID-19 virus, Americans expect to participate in Halloween activities this year. However, they will be spending less this year than they spent in 2019, according to the latest survey from the NRF. This... READ MORE
Value Drives B2B Content Success, Even As Pandemic Forces Changes More than 8 in 10 B2B marketers with a successful content marketing program say that the value their content provides is a contributing factor.
More than 8 in 10 (85%) B2B content marketers claim their organization’s content marketing has been at least moderately successful over the past year, with one-third saying it has been extremely (5%) or very (26%) successful. The majority of B2B content... READ MORE
Here’s How Much COVID Has Impacted Global Ad Spend Across Channels The forecast for global offline ad spending has shrunk by more than $60 billion since the pandemic.
The negative impact COVID-19 has had on global ad spend is being felt almost across the board, but unsurprisingly it’s offline channels that have been hit the hardest. In a recent report [download page], WARC detailed revisions to its 2020 global ad spend... READ MOREFeel Like You're Always Playing Catchup?
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