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Gaining Meaningful Insights from Data is Still Hard. Why? Half of the organizations surveyed cite data not being organized for easier consumption as a challenge they face when trying to gain meaningful insights from data.
Data has the potential to provide marketers with a wealth of meaningful information about prospects and customers – but only if that data is easily available and accessible. Half of the marketing, IT and martech professionals surveyed for a report... READ MORE
1 in 5 Consumers Say Out-of-Home Ads Have Influenced A Purchase Decision About 8 in 10 consumers report noticing OOH advertising while driving.
Out-of-home (OOH) advertising is a form of media consumers notice and respond to, according to new survey results. Indeed, about one-quarter (24%) of US adults surveyed for a report [pdf] from the Outdoor Advertising Association of America (OAAA) claim that... READ MORE
Presentation, Explainer Videos Remain Popular About two-thirds of businesses surveyed say they made a presentation marketing video in 2020.
Two-thirds (66.2%) of marketers think that video marketing is time-consuming, according to recent data provided by Biteable. The findings from a survey of close to 700 businesses outline how marketers feel about video marketing, their approaches to it and... READ MORE
Post Engagement Rates Remain Far Higher on Instagram Than Facebook or Twitter Instagram had an average engagement rate of 1.16% in 2020 compared to Facebook's 0.27%.
Brand posts on Instagram had an average engagement rate in 2020 that was more than 4x higher than Facebook’s. This is according to recent findings from Socialinsider, which also analyzed social media engagement benchmarks across industries. Based on data... READ MORE
Chromecast and Roku Viewers Are the Most Engaged Viewers spent an average of 29 minutes each time the pushed play on a CTV device in Q4 2020.
Total global streaming video viewing time was up 44% year-over-year in Q4 2020, according to figures from Conviva’s latest State of Streaming report [download page]. Here’s a breakdown of what the final quarter of 2020 indicated about the state of the... READ MORE
The Vast Majority of Word-of-Mouth About Brands Still Takes Place Offline And, the majority of offline WOM is still done face-to-face.
Word-of-mouth (WOM) has long been a major player when it comes to learning about brands and making a purchase decision. While total offline WOM impressions have modestly increased since 2007, something hasn’t changed: the majority of all WOM is still... READ MORE
Here’s Why Millennials Use Social Media About 3 in 10 Millennials use social media to research or find products to buy.
When it comes to keeping themselves entertained, Millennials are spending plenty of time with social media. A study [download page] from GWI focusing on the digital behaviors of Millennials unsurprisingly finds that this age group spent more time each day... READ MORE
CMOs Look to Sharpen Their Operations and Execution Skills Strategy and business acumen is also a priority.
There is an ongoing concern that marketers do not have all the skills needed to succeed in the digital age as well as get the most out of the marketing technologies that exist to make their jobs easier and more effective. But it’s not just marketers that... READ MORE
1 in 3 Want to Keep Watching New Movie Releases At Home Post-Pandemic More than 4 in 10 adults say that, post-pandemic, they'll go to the movies less than they did prior to the pandemic.
There are a few activities that adults did prior to the pandemic that they may be doing less of even after COVID-19 is under control and people can go back to what was considered normal a year ago. A Q4 2020 report [pdf] from TiVo finds that one such... READ MORE
US Online Media Spend in 2020 and the Outlook for 2021 US online media spending is expected to grow by 17.8% in 2021.
Online media spend in the US totaled $168.4 billion in 2020, up 8% from 2019. So say the latest figures [pdf] from Winterberry Group, which last year predicted a higher growth of 14.5% for 2020. Unsurprisingly, after a difficult year, this... READ MORE
Who Owns CX Transformation? Depends Who You Ask Some 63% of Marketing, IT and Martech respondents believe that the CMO owns CX transformation.
The debate over who owns customer experience continues, with some saying it belongs to the CEO and others believing it is the responsibility of the CSO or CMO. But, while the role with ultimate responsibility for the customer experience is still in question,... READ MORE
CEOs Prioritize the Customer Experience, but not CMOs Some 6 in 10 outperforming CEOs are making the delivery of a better customer experience one of their highest priorities. Will they involve CMOs?
Customer experiences and customer relationships are top priorities for CEOs over the next few years, but CMOs are not seen as being crucial to these priorities, according to a recent study [download page] by IBM. In the survey of 3,000 CEOs across 50... READ MORE
Beauty Advertising Looks Slow to Recover from the Pandemic Beauty and personal luxury ad spend is only expected to grow by 1.7% this year.
One extra side-effect of the pandemic and its resulting social distancing, working from home and mask-wearing is a decrease in consumer demand for beauty products. And, as the pandemic continues into 2021, beauty advertising is set for a slow recovery, per... READ MORE
COVID Causes Plunge in Direct Mail Volume Last year, direct mail volume dropped by 18.1% over 2019.
Direct mail is yet another form of media that has suffered the negative impact of the pandemic, with US marketers spending less on the channel as well as sending out fewer pieces of mail in 2020. This is per a report from Winterberry Group, which shows that... READ MORE
83% of US Households Have Broadband at Home Two-thirds with home internet services use social media every day, and 6 in 10 watch video online.
A full 86% of US households had internet services at home by the end of last year, up from 82% a decade earlier. With virtually all (97%) of households with internet service at home having broadband services, recent data from Leichtman Research Group (LRG)... READ MORE
US Offline Media Spend in 2020 and the Outlook for 2021 Offline US media spending is expected to grow by a mere 2.3% in 2021.
Total US advertising and marketing spend in 2020 dropped by 10.2% year-over-year to total $340.3 billion — $39 billion less than the annual spend in 2019. The brunt of the decline in spending was felt by offline media, which fell by 22.9% over 2019, totaling... READ MORE
Fewer Than Half of B2B SMBs Report Shared KPIs for Marketing and Sales Regular joint meetings are more common than shared KPIs.
Some 6 in 10 B2B SMB sales professionals think their team cooperates well with marketing – a view shared by significantly fewer of their marketing counterparts. And, when it comes to specific shared goals and initiatives, some companies are falling short... READ MORE
The State of Email Marketing in 2021 The 2021 report is your window into the world of email marketing today.
[Sponsored by Validity] How do you compare to other email marketers right now? Our new report provides you six key findings you can use to benchmark your performance and further clarify your 2021 strategy to stay ahead of the curve. Inside, you’ll... READ MORE
The Bigger the Campaign Budget, the Bigger TV’s Chunk Companies with ad campaign budgets of more than $20 million allocate 61% of their spend towards TV.
TV ads hog around 60% share of spending for ad campaigns with budgets of at least $3 million, according to data from WARC. The study outlines the distinction between budget decisions made by companies with larger campaign spends and those with smaller... READ MORE
We Spent Almost 8 Hours A Day with Digital Activities Last Year That's a 15% lift in time spent with digital activities over 2019.
US adults spent close to one extra hour per day with digital activities last year than they did in 2019. And, while time spent with digital activities such as watching online videos, streaming music or flipping through social media feeds is expected to... READ MORE![Super Bowl 2021 Data [Updated]](https://www.marketingcharts.com/wp-content/uploads/2021/02/AcuityAds-Top-10-Super-Bowl-Ads-by-Online-Views-Feb2021.png)
Super Bowl 2021 Data [Updated] A look at the top Super Bowl ads across several metrics.
As expected, Super Bowl 2021 was like no other seen in recent history, and not necessarily in a good way for advertisers. Not only were seats at the stadium only filled to about one-third of capacity because of COVID-19 restrictions, but fewer people tuned... READ MORE
Intent Data Isn’t Just for Identifying New Target Accounts Some 45% of marketers are using intent data to align sales and marketing.
Only 28% of marketing professionals report having an intent data strategy that is in place and measurable, despite having a largely positive outlook on the use of intent data. This is according to a recent study [download page] from Ascend2 that takes a... READ MORE
How Do Market Researchers Spend Their Time? Insights professionals spend about a quarter of their time presenting research and consulting on its implications.
Just 18% of market researchers’ time is spent on activities not related to research, according to a new GRIT report [download page]. In its latest Insights Practice edition, the GRIT Report breaks down how market researchers spend their time, as well as the... READ MORE
Global IT Spending Forecast for 2021: Enterprise Software’s A Strong Category As a whole, global IT spending is expected to grow by 6.2% year-over-year in 2021.
After global technology spend (excluding consumer technology) dipped last year, a forecast from Gartner expects a rebound, with spending predicted to increase both this year and next. Here’s a look at which segments are expected to see the most growth.... READ MORE
More Businesses Look at Customer Effort As Part of Customer Service Effectiveness About two-thirds of businesses are using customer satisfaction to measure customer service effectiveness.
The proportion of businesses measuring customer effort as a marker of customer service effectiveness increased in 2020 from the previous year, climbing from 25% to 29%, according to a new report [download page] from The Northridge Group. However, the survey... READ MORE
Shoppers Say Visual UGC is Influential in Their Purchase Behavior About 6 in 10 shoppers say they are more likely to buy a product if they can view customer photos and videos of the product.
Consumers find reviews a useful resource when they are considering purchasing a product, and with more shoppers including their own photos and videos as part of their review, brands are likely to benefit. A report [download page] from Bazaarvoice finds that... READ MORE
Digital Expected to Hit Half of All Global Ad Spend This Year Total global ad spend is expected to grow by 5.8% year-over-year in 2021.
After a challenging year last year for global advertising, in which spending fell by 8.8%, 2021 is expected to bring a rebound in ad investment. A report [download page] from dentsu, which forecasts ad spend into 2022, estimates that this year will bring... READ MORE
In Engagement Shift, Friday Proves Top Day for Email Response Rates in 2020 The average open rate topped out on Fridays - as did the average click rate.
For email marketers, the end of the working week was the best time to reach audiences last year, according to a recent Campaign Monitor report. The study outlines a variety of email marketing benchmarks heading into 2021, including year-over-year changes to... READ MORE
US CPG Spending Grew by 19% Last Year The biggest year-over-year growth in CPG spending in 2020 occurred in March.
Although consumer packaged goods (CPG) sales were already on the upswing, the pandemic brought about a surge in spending on these products throughout 2020. So says data [press release] from NCSolutions, which reveals that US households increased their CPG... READ MORE
An Estimated 2 in 3 Clicks on Google Search Ads Occur on Phones Close to half of paid search spending was allocated to smartphones and tablets.
Combined, smartphones and tablets accounted for a little more than two-thirds (67.8%) of total search ad clicks in Q4 2020, with smartphones making up the vast majority of that figure, per Merkle’s Q4 2020 Digital Marketing Report [download page]. In an... READ MORE
As Their E-Commerce Investments Grow, Retailers Focus on Securing Shoppers’ Data On average, retail e-commerce brands are planning to invest 53% more on e-commerce initiatives this year.
With global e-commerce sales growing by nearly a one-quarter last year, brands are upping their investment in e-commerce in 2021. Per a report [download page] from YOTTAA, on average brands are investing 53% more in e-commerce initiatives this year than they... READ MORE
Cord-Cutting Intent Jumps Close to 3 in 10 pay-TV subscribers intend to cut the cord in 2021.
Although many households have chosen to use subscription video-on-demand (SVOD) services alongside their pay-TV subscription, the share of households that are planning to cut the cord is on the rise. A recent report [download page] from The Trade Desk... READ MORE
Amazon US Sponsored Brands Videos Maintain High Conversion Rate Sponsored Brands video ads conversion rate was 29% higher than static Sponsored Brands image ads.
Amazon US Sponsored Brands video ads continue to perform well. Indeed, they once again outperformed static Sponsored Brand ads in conversion rate as well as click-through rate in Q4 2020, per a report [download page] from Tinuiti. An analysis of anonymized... READ MORE
Valentine’s Day Consumer Spending Expected to Fall US consumers are expected to spend $21.8 billion on Valentine's Day this year.
Total consumer retail spending on Valentine’s Day is expected to dip this year as fewer people plan to celebrate the holiday, per an annual survey from the National Retail Federation (NRF). Although close to three-quarters (73%) of celebrants feel that... READ MORE
B2C Content Marketers Turn to Livestreaming in Greater Numbers The majority are also using pre-produced video.
The pandemic made it necessary for B2C content marketers to think on their feet and pivot from what they had originally planned for 2020. A recent report [pdf] from the Content Marketing Institute (CMI) and MarketingProfs indicates that they were able to... READ MORE
What’s in CMOs’ Growth Plans This Year? Marketers plan to keep their focus on existing customers although some will venture into new markets.
Marketing leaders appear to be focusing on existing rather than new markets, with a study by Gartner revealing that close to three-quarters of CMOs say they will keep their attention on existing customers to spur growth in 2021. The survey of more than 350... READ MORE
US Households Amass More SVOD Subscriptions There were 233 million SVOD subscriptions in the US at the end of 2020.
Last year was another good year for subscription video-on-demand (SVOD) services. Recent data from Kantar finds that by the end of 2020 there were 233 million video streaming subscriptions in the US. While a lot of the growth of SVOD services in 2020 can be... READ MORE
2 in 3 Play Mobile Games Overall, the number of mobile gamers in the US and Canada grew by 12% y-o-y in 2020.
One of the many things smartphones brought to mobile users is the sophistication of games made available to play on their phones. Gone are the days of playing Snake on a Nokia – now iPhone and Android apps offer a wealth of games that have led to 65% of... READ MORE
5 Points About Media Reach and Audience Demographics Digital media formats have overtaken traditional ones in reach.
The shift towards digital media continues. More US adults are spending time with digital forms of media than have in the past, while, at the same time, more traditional forms of media such as broadcast TV and print newspapers are seeing a decline in usage,... READ MORE
B2B Marketers Keep the Focus on Revenue in 2021 Qualified pipeline is also important when measuring B2B marketing efforts.
About half (51%) of B2B marketers say that revenue/bookings is an extremely important way that marketing gets measured, according to a recent report [download page] from Fortella that takes a look at the importance of revenue-driven marketing. Among the more... READ MORE
Industrial Marketers: Engineers Are Most Likely to Complete A Form for These Types of Content Some 44% of engineers say they would fill out a web form in order to access a white paper.
Marketers in every industry are always looking for ways to better reach their target audiences. For industrial marketers, TREW marketing’s latest report [download page], produced with GlobalSpec, provides some key insights into the state of marketing to... READ MORE
Smart Speaker Usage Surges at Year-End In-home data usage across devices grew by 36% year-over-year in April 2020.
Across all devices, in-home data usage in the US experienced year-over-year growth during every month in 2020, with the highest growth seen at the start of the COVID-19 pandemic, per recent data from Comscore. Although in-home data usage grew by 16%... READ MORE
When it Comes to Mobile Viewing, YouTube Blows Away Other Video Streaming Sites in US Hours per User US YouTube users streamed more than an average of 23 hours of videos on the platform per month in 2020, per an analysis of Android phone owners' behavior.
TikTok “encroaches on video streaming war” and could present a “competitive threat” to video platforms, as its usage more than doubled year-over-year in 2020 among Netflix users with iPhones. That’s according to new data... READ MORE
COVID Leads Consumers to Diversify Their Food & Grocery Store Choices Some 45% of global consumers had shopped for food or groceries at a retailer they had never visited before.
Consumers around the world found themselves in a position last year that most had never experienced before. The pandemic and the resulting restrictions placed on movement and commuting put many in a position where they were not always able to visit their... READ MORE
Digital Sources Now Generate 40% of Leads for Professional Services Firms Digital sources represent an even larger share of leads for high-growth professional services firms.
The share of revenue professional services firms dedicated to marketing almost doubled from 8% in 2019 to 15% in 2020, according to a recent Hinge Research Institute report [download page]. This is just one of the marketplace changes listed in the study,... READ MORE
Trust in Tech Industry Falls; People Skeptical of News Sources Business is now the most trusted institution - more so than government and the media.
At a time when public trust in institutions and business is not only desired but could be considered vital, it looks as though the public’s trust has faltered. Although this year’s Edelman’s Trust Barometer shows the public still trusts business in general... READ MORE
Alcoholic Drink Brands Buck Ad Spending Trends, Invest More in TV Than Digital In another anomaly, the Government & Non-profit sector spends more on out-of-home media than on TV.
At a time when more advertisers are allocating the bulk of their spending to digital, not every sector is following suit. In fact, data from WARC shows that the Alcoholic Drink sector is still allocating the largest share of its spend to TV. Alcoholic Drinks... READ MORE
US Video Game Spending Grew by 27% Last Year US consumers spent $49 billion on video game content alone in 2020.
Without a doubt, video games are a big business, especially at a time when the industry has a more captive audience than usual. As proof, data provided by NPD Group shows that, in 2020, total US consumer sales for the video game industry grew by more than... READ MORE
Most B2B Exhibitors Will Continue Virtual Events Post-Pandemic Event organizers are offering a range of sponsorship options to attract brands.
Some 4 in 10 B2B event organizers plan to hold a virtual event in 2021, according to a new report [download page] from the Center for Exhibition Industry Research (CEIR) on trends in the virtual event space. Based on a poll of more than 340 executives at... READ MOREFeel Like You're Always Playing Catchup?
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