Explore Our Insights
Articles
Sponsored
Featured
External Link
Customize Your Feed
By Category
By Date
Customize Your Feed
Modest Uptick in Industry Diversity, per ANA Report However, compared to the US population as a whole, industry diversity is still low.
Although there seems to be some progress when it comes to ethnic and racial diversity in the role of CMO or its equivalent, it’s very slow in coming. A survey of members of the Association of National Advertisers (ANA) indicates that while women continue to... READ MORE
The Return on Experience (ROX) Guide Everything you need to know about Return On Experience
[Sponsored by AppsFlyer] Every customer wants a seamless experience with your brand. Our latest guide to Return on Experience (ROX) will help concisely explain the concept of ROX, provide industry benchmarks, and help you understand how to keep your brand on... READ MORE
Growth in CTV Budgets Commonly Coming at Expense of Linear TV Close to 6 in 10 brands and agencies surveyed have shifted funds away from linear TV to support their CTV strategies.
With the majority of connected-TV (CTV) viewers opting to watch ad-supported content, it shouldn’t come as a surprise that many advertisers plan to up their investment in CTV in the coming year. And, a report [download page] from MNTN and Digiday... READ MORE
Globally, TV Ad Prices Have Recovered Faster Than Expected TV ad prices are expected to inflate by 6% globally.
Global media prices are set to inflate by an average of 4% this year, slightly higher than the +3% forecast at the beginning of the year. This is per an updated Inflation Report from ECI Media Management. At the start of the year, ECI estimated that 5 of the... READ MORE![Holiday 2021 Data Hub [Updated]](https://www.marketingcharts.com/wp-content/uploads/2021/10/NRF-Planned-Holiday-Spending-Nov2021.png)
Holiday 2021 Data Hub [Updated] Looking at the 2021 holiday season in numbers, including forecasts and key trends.
Unsurprisingly, Cyber Monday saw the most online spending during the key shopping days between Thanksgiving and Cyber Monday, per data from Adobe Analytics. Consumers spent $10.7 billion online on Cyber Monday. Spending was significantly higher on Monday... READ MORE
2 in 3 US Teens Follow Influencers. Which Types Are Most Popular? Music and gaming influencers tend to be most popular among US teens.
With US marketers pouring more of their budgets into influencer marketing each year, they might be well-advised to focus some of those budgets on youth. Per a recent report [download page] from YouGov, US teens are far more likely than adults to follow... READ MORE
Email Production Times Seem to Be Getting Longer Close to 6 in 10 marketing professionals surveyed say the production time of a single email takes 2 or more weeks.
Much as it has on almost everything else, COVID-19 has had an impact on email marketing. A recent report [download page] from Litmus reveals that more than 8 in 10 marketing professionals from around the world say that the pandemic has impacted their email... READ MORE
Businesses Succeeding At Digital Transformation Are Embracing the Convergence of Marketing, Sales and Service Metrics The majority of professionals surveyed believe their digital transformation efforts have been successful.
Digital transformation became a bigger priority because of the pandemic, with many organizations speeding up their pace in this area in the past year. A recent report [download page] from Altimeter (a Prophet company) indicates that some of the top reasons... READ MORE
Some Say Video Games’ Cultural Importance is Rising About one-quarter of US adults surveyed agree that video gaming is as important, if not more important, as music is to pop culture.
Not only are Americans spending more time playing video games, but spending on video game products continues to grow. It also turns out that some Americans have acknowledged the importance of video games to pop culture, with a survey from YouGov finding that... READ MORE
Online Shopping Friction on the Rise for US Youth Somewhat surprisingly, older generations are the least likely to report that online shopping is more difficult than shopping in traditional stores.
Even with online shopping seeing significant increases during the pandemic, some people say it’s more difficult than shopping in a traditional store. Per a new report [pdf] from Ipsos, 3 in 10 (29% of) US adults say they have difficulties shopping... READ MORE
People’s Favorite TV Shows Are Largely – and Increasingly – on Streaming Platforms Netflix still holds a significant lead on the rest of the Big 5 services, but the gap is slowly narrowing.
Long gone are the days when Americans had 4 or 5 TV channels to choose from in their quest to find something to watch. Now, viewers in the US have an average of 5.7 TV sources, which opens up a variety of ways to discover new shows. And, per a recent report... READ MORE
Most Brands Say They Have A Distinct Voice, but Struggle to Keep it Interesting and Engaging More than three-quarters of senior marketers surveyed say their organization has a distinct voice.
Brand language is a key element of marketing strategies, according to a recent report [download page] from Phrasee, which shows that 9 in 10 senior marketers agree that brand language is important to success. The survey of 300 senior marketers indicates... READ MORE
Which Health and Wellness Activities Are Gaining – and Losing – Steam? US adults are more likely to turn to online sources and social media than a family doctor for information on managing health and wellness.
During the pandemic, there has been an uptake in health and wellness technologies and services. And, while there has been an increase in some health and wellness activities in recent years, there are some that seem to be falling by the wayside, per a report... READ MORE
Consumers’ Video Game Spending Climbs by 7% Y-O-Y in Q3 Total spending on video games reached $13.3 billion during the quarter.
It appears that spending on video games has slowed compared to the growth seen last year. Per recent data [press release] from The NPD Group, consumer spending on video game products in Q3 2021 grew by 7% year-over-year (y-o-y) compared to the 24% growth... READ MORE
Instagram Estimated to Capture 1 in 8 US Digital Ad Dollars This Year Instagram is expected to account for more than half of total US Facebook ad revenues.
While many advertising mediums suffered the negative impact of the pandemic in 2020, social media ad revenues continued to grow significantly. Amid this growth, the triopoly (Facebook, Google and Amazon) continue to secure a hefty share of ad dollars, per... READ MORE
Half of Marketers Diversify Digital Channels in Response to Changing Consumer Behaviors About half have also tried to unify the digital experience across channels.
As customer behaviors change, marketers have had to make some changes and are focused on improving their customer experience. Per the latest report [download page] from Acquia Digital, more than 9 in 10 (94% of) marketers say their organization has changed... READ MORE
State of eCommerce Report Leverage the latest eCommerce trends.
[Sponsored by AppsFlyer] The past 18 months have seen a tidal wave of consumers hit the shops hard via app. And although social distancing restrictions have for the most part been eased, there’s no turning back for shoppers gone digital. Check out our latest... READ MORE
Public Gives Thumbs Down to Zuckerberg, Metaverse Concept More than half of US adults surveyed expressed an unfavorable opinion of Mark Zuckerberg.
The late October announcement from Mark Zuckerberg that Facebook was being rebranded as Meta has been met with less than stellar reactions from the public. A survey from Morning Consult indicates that the public opinion of the rebrand, the metaverse concept... READ MORE
B2B Marketers Are Using A Variety of ABM Content Delivery Approaches Email is the most used ABM campaign delivery channel, but far from the only channel used.
How are B2B marketers going about mastering a successful B2B account-based marketing (ABM) strategy? The latest report [download page] from Demand Gen Report, MOI, Rollwords, Salesforce and Triblio delves into this from a variety of angles, finding that most... READ MORE
5 Points on the State of Email Marketing More than 4 in 10 marketing professionals believe that email is critical to their company's success.
Although marketers are investing a large share of their budgets in channels such as social media and digital advertising, email remains a key player in marketing strategies. The latest State of Email Report [download page] from Litmus takes a look at the... READ MORE
After a Rough 2020, Agencies Are Finding it Easier to Obtain New Business Close to 4 in 10 agency executives believe winning new business has gotten easier this year.
Fairly early on in the pandemic, global agency strategists believed that COVID-19 would fundamentally change the way agencies work. Along with these changes, it appears that about two-thirds (67%) found gaining new business harder or much harder compared to... READ MORE
What Are B2B Salespeople Doing Well – and Badly – When Selling Virtually? More than half of B2B buyers say their buying cycle for large purchases has increased for new vendors compared to before the pandemic.
Since COVID-19, three-quarters of B2B buyers have seen their buying process somewhat (25%) or significantly (43%) change. A report [download page] from Korn Ferry also reveals that for 1 in 5 buyers, the number of people involved in the purchase... READ MORE
Almost Half of Marketers Are Thinking About Dark Mode When Designing Emails Optimizing logos and images is one of the biggest challenges related to designing emails for dark mode.
Although dark mode isn’t new, it has started popping up as an option on smartphones, laptops and apps more often. And, with more people opting to turn their screens dark, close to half of marketing professionals are designing and developing emails... READ MORE
Almost Half of Adults Know Someone Influenced by Misinformation on Social Media Current social media controversies may lead some Instagram users to stop using the platform.
Along with more brands expressing concerns about brand safety and the impact of ad adjacency, data from Harris Poll and Ad Age finds that 45% of adults surveyed say that they have a friend or family member who has been influenced by misinformation on social... READ MORE
How Do Future Auto Buyers Decide Where to Shop? Price is one of the most important factors when determining where vehicle buyers will purchase their next vehicle.
Although purchase intent for vehicles decreased during the pandemic, consumers around the world are still not ready to give up driving their personal vehicles. A recent survey from YouGov gives some insight into what car buyers are looking for when shopping... READ MORE
Are Marketers Underestimating the Power of W-O-M? Fewer than 1 in 20 marketers believe consumers' preferred way to learn about new brands and products is via word-of-mouth.
Nearly all consumers (93%) say friends and family are their most trusted source of information when it comes to brands, products and services. Despite being the most impactful channel for new brand information, the latest report from RR Donnelley found that... READ MORE
How Are B2B Marketers Going About Building ABM Target Account Lists? Three-quarters are using sales team-selected data to build their account lists.
For a majority of marketers, account-based marketing (ABM) has had a favorable impact on their organization’s revenue. Given the positive impact ABM has, it’s worth having a look at how marketers go about creating their list of target accounts. Here’s what... READ MORE
Which Ad Elements Might Capture Black Audiences’ Attention? About three-quarters say that representation of people like themselves in an ad would capture their attention.
Although the buying power of Black Americans has grown over the past couple of years, about 3 in 10 Black Americans feel that they are being ignored by the ad industry. And, while ad spend has continually been disproportionately low in targeting Black... READ MORE
Almost Half of US Broadband Households Projected to Forego MVPD Services by 2025 A little more than one-third of broadband households in the US didn't have an MVPD service last year.
Although nearly all US households with internet services have broadband, more and more households are opting to not include pay-TV as part of the package. Recent data from The Diffusion Group (TDG) shows that some 35% of US broadband households do not have... READ MORE
B2B Buyers Say They’re Engaging Salespeople Late in the Process, But Are Open to Doing So Earlier Only 1 in 5 B2B buyers typically have their first engagement with sales when identifying and clarifying needs.
A majority of B2B business executives claim that their purchase timeline has increased from what it was a year ago. Furthermore, B2B buyers are waiting longer to engage with sales, with 8 in 10 waiting until they have fully defined needs before engaging with... READ MORE
How Do Marketers Feel About Data Collection and Consent? Surprisingly, only 1 in 4 marketers surveyed think consumer consent is needed to share data with other companies.
At a time when marketers are juggling the need to collect more first-party data due to increasing data restrictions and third-party cookie deprecation – while still trying to respect consumers’ data in order to retain their trust – a report... READ MORE
Which Features Drive A Positive Online Shopping Experience? The majority of online shoppers want to see detailed product descriptions.
Driven in part by the COVID-19 pandemic, e-commerce sales grew by almost one-quarter last year. And, with e-commerce clearly embedded as a viable shopping option, what makes for a good online shopping experience? Here’s what a survey from Digital Commerce... READ MORE
What About Public Radio Appeals to Listeners? One in 5 listeners have tuned in to public radio more during the last year than they did in the past.
Radio reaches the largest audience of any medium — approximately 9 in 10 US adults every week. Two-fifths of the time Americans spend listening to audio is done via AM/FM radio, and, per a new report [download page] from Jacobs Media in conjunction with the... READ MORE
US Adults Unhappy with Streaming Video Ad Loads More than two-fifths say they are shown too many ads on streaming services.
Although US adults have embraced ad-supported streaming services, they are not necessarily pleased with the number of ads they are seeing. Fewer than 4 in 10 say that the number of ads they are shown on streaming services is about the right amount, per a... READ MORE
Proper Targeting Reportedly A Key Online Advertising Pain Point Some marketers are also having difficulties determining their online advertising budget.
Marketers continue to pour a large portion of their budgets into online advertising, with forecasts showing that within the next few years online advertising spend in the US will be more than twice that of TV ad spend. Nevertheless, about 1 in 5 marketers... READ MORE
Who’s Listening to What Podcasts? Comedy is one of the most popular genres among adult podcast listeners.
With more people enjoying podcasts and ad spending on the medium expected to grow this year, it’s worth investigating what listeners are tuning in to. The latest Podcasting Today report [download page] from Nielsen provides some insight into not only... READ MORE
Here’s What B2B Content Marketers Will be Investing in Next Year About 7 in 10 content marketers surveyed say they will be investing in video next year.
Marketers agree that prospects will be consuming more content as they go through their buyer’s journey. However, making sure that they are providing content that appeals to the various roles within a given target is one of the challenges B2B content... READ MORE
How Often Are Creative Teams Reporting on Operational Metrics? The majority of creatives surveyed have seen their workload increase since the pandemic.
The pandemic has had a profound impact on creatives, with two-thirds reporting that their workload has increased this year compared to before the pandemic. This is per a report [download page] from Screendragon, which also indicates that creatives are... READ MORE
US Adults Think Celebrities & Influencers are More Effective Promoting Alcohol Than Food or Household Products The data is different when looking at consumers globally, though.
Although social media users are more likely to take a product recommendation from everyday social media users over other influencers such as celebrities or social media stars, that hasn’t stopped companies from investing in influencers. With media budgets... READ MORE
Here Are the World’s 10 Most Valuable Brands in 2021 Apple remains the world's most valuable brand again this year.
For the ninth year in a row, Apple tops the list of the most valuable brands in the world. It retains a healthy lead over top companies like Amazon, Microsoft and Google, per Interbrand’s latest annual rankings [download page]. And, while all the... READ MORE
Netflix and YouTube Still the Top Video Destinations for Teens, but Others Slowly Rise Teens' daily video time allocated to cable TV continues to decline.
The battle for the highest share of time teens spend watching video daily continues between Netflix and YouTube. But, as the newest “Taking Stock With Teens” survey [download page] from Piper Sandler reveals, other contenders are making strides. The... READ MORE
Video Ad Viewability Improves in Some Formats Video ad viewability continues to be highest with connected TV.
In terms of global video ad viewability, connected TV (CTV) continues to outperform other platforms. A report [download page] from Integral Ad Science (IAS) shows that in the first half of 2021, CTV ad viewability on a global scale stood at 93.2%. Indeed,... READ MORE
An Updated Look at the Top Reasons People Shop on Amazon The majority of consumers surveyed say they shop at Amazon because they can find almost anything they need.
Amazon is the US’ e-commerce largest retailer, with estimates putting sales this year at $367.2 billion. But, what is driving shoppers to the site? Recent data from Digital Commerce 360 provides some insight into what makes Amazon so attractive to online... READ MORE
D2C Brands Look to Leverage Data for Personalization Many also expect to analyze Big Data from external sources to generate insights.
A majority of B2B and B2C marketers say that customer engagement for their organization is data-driven. Likewise, data is also considered very important to the success of D2C brands. A new report [download page] from Stirista looks at the importance of data... READ MORE
Which Assets Have Produced the Best Results for B2B Content Marketers? Webinars and virtual events are high on the list of best-performing content assets in the past 12 months.
About 8 in 10 (83% of) B2B content marketers claim their organization’s content marketing has been at least moderately successful this year, with three-quarters (74%) saying that the value their content provides is a contributing factor to that success. The... READ MORE
6 in 10 Marketers Say They Use Customer Data the Majority of the Time When Making Decisions Most marketers surveyed say they are satisfied with their team's ability to make data-driven decisions.
Organizations are shifting to more data-driven strategies. Some 85% of US organizations are increasing their focus on data experience, and more than half of advertisers say using data insights to guide long-term strategy is likely to become the norm in the... READ MORE
Who’s Been Spending the Most on Podcast Ads? Podcast ad spending estimates place BetterHealth consistently at the top of the list.
There are many benefits to advertising on podcasts. Not only does it reach a broad and diverse audience, but about 4 in 10 podcast listeners say they have purchased a product advertised on a podcast. So, which companies are advertising most on podcasts? Per... READ MORE
8 in 10 Adults Believe Brands Should Worry About Ad Adjacency 77% of adults familiar with Facebook feel that the company cares more about making money than protecting the people who use its products or platforms.
Consumers are paying attention to where online ads are appearing, and if a brand’s ad appears next to content that is negative or controversial it can have negative consequences for that brand. A recent survey from Ad Age and Harris Poll confirms that, in... READ MORE
Snapchat Holds On to Top Spot as Teens’ Favorite Social Platform More than one-third (35%) of teens named Snapchat as their favorite social media platform.
Despite the threat of TikTok taking over as the favorite social media platform among US teens, Snapchat has managed to hold on to the top spot, per the most recent report [download page] on teens from Piper Sandler. The latest semi-annual survey, of 10,000... READ MOREFeel Like You're Always Playing Catchup?
Stay ahead of the curve with our free newsletter. It’s fast. It’s factual. And it’s clear
