Browse Our Library of Charts
Subscribe to our premium membership for full control of your content. Sort, arrange, customize and more!
Older consumers are more likely than their younger counterparts to put a premium on a product’s country of origin.
There’s room for improvement in collaboration between people working on creative, data analytics and ad serving.
About half of video content is being created for the top of the funnel, content marketers estimate.
The leading AI ethics concerns among B2C marketers include privacy invasion, IP issues, and the absence of human supervision.
Cyber Monday was reportedly the biggest online shopping day ever in the US.
Email is considered the most effective overall, ahead of ads on live TV, streamed shows, and direct mail.
The larger the company’s annual revenue, the more likely it is to use value-based pricing.
More consumers have had a negative than positive reaction to the rebrand.
The primary roles of the marketing function over the next year will be ensuring effective brand management and developing the overall customer experience.
Over the past couple of years, podcast ad revenues have shifted from direct response to brand-building.
More than one-quarter report often arriving at product detail pages from social media.
Only 18% of Americans say they don’t use smartphone banking, down from 28% in 2019.
Social media videos and case studies/customer stories lead the way in perceived effectiveness.
Almost one-quarter of Baby Boomers worldwide report having high purchase power, triple the rate of Gen Zers.
Some 64% of TV households subscribe to pay-TV, down from 78% in 2018.
DTC brands are looking to improve on testing, but may face troubles with budgets and buy-in.
Investments in live events appear to be growing, while enthusiasm around virtual events is waning.
The higher the company’s revenue, the more likely that the Marketing Ops team works in close concert with the IT team.
The most common way to define demand gen campaign success is through new pipeline opportunities/revenue sourced.
7 in 10 CMOs say they can accurately measure the effectiveness of their martech investments.
Some 96% of those who have changed their spending habits plan to maintain those changes over the next year.
H1 saw an 80% year-over-year increase in the US of premium video ad impressions using audience targeting.
Lead nurturing is also set to be prioritized more in the coming year, while content syndication falls out of favor.
The top reason why shoppers have switched away from a brand they used to be loyal to is because of cost considerations.
CMOs are more likely to be reporting revenue increases and to be expecting budget growth.
Most agree that being able to watch for free makes up for the lack of newer content.
B2B demand gen teams that met or exceeded their KPIs are more likely to have a lead qualifying team.
Adult women feel that older women ages 50+ are presented authentically in media and advertising less than a third of the time.
Financial analysts covering public companies view advertising spending more as an investment than as an operating cost.
Last year’s #1 brand tumbled to the 18th spot this year. Which supplier took its place?
It’s not about creating enough content, it’s about creating the right content.
Increasing the value of PR is based on producing measurable results and tying activities to business initiatives.
Some are sharpening their focus on user intent/answering questions.
The most commonly cited goals are to create wider engagement with the ideal customer profile and to improve win rates.
About one-quarter of SMBs said they’ve cut their tech investments or plan to do so in the next 6 months.
Some 41% of adults think that businesses should take a public stand, down from 48% last year.
84% are worried about companies selling their information to others without them knowing.
Cable TV accounts for less than 5% of teens’ daily video viewing time, which is less than is dedicated to Amazon Prime.
While most are using or trying AI, few believe it will have a major positive impact on primary research execution.
B2B tech buying decision-makers are reading industry newsletters almost to the same extent as B2B news publications.
Two-thirds of free TV streaming viewers who have upped their time with these services have spent less time with other services as a result.
About one-quarter of senior marketers say they have access to real-time insights.
Correcting this could increase ROI by an estimated 29%, according to advertisers.
Omnichannel and strategy decision-makers foresee an increase in investment in omnichannel intelligence platforms.
Fewer than half (46%) are concerned about marketing their business’ products and services effectively.
Top performers – who have been even more successful in generating sales from content – attribute their effectiveness to knowing their audience.
Despite previous indications that advertisers were using RMNs for more than lower-funnel objectives, that’s the main challenge cited in this study.
Transactions have grown now for 3 consecutive quarters.
Meanwhile, physical music revenues reached their highest level in a decade.
A record share (73%) of adults plan to celebrate Halloween this year.
6 in 10 Gen Z adults prefer interacting with their bank via mobile app.
Monthly engagement is highest with Instagram, though.
Strategists believe their biggest opportunity is to work on upstream business insights.
American shoppers are more likely than others to want to support their own economy.
Some 36% of streaming video services users agree that watching shows was easier when they only had cable.
The most commonly cited reason for being disappointed with B2B content is that it’s too general.
Multicultural Americans will account for close to 46% of the population by 2029.
Spending growth on DE&I initiatives is down, and CMOs are reporting less payoffs from their initiatives.
The number of paid sources used declined from 6 months earlier.
The most sustainable shoppers in FMCG could account for $1 trillion in spending in 5 years’ time.
Personalized offers and discounts are the most appealing.
More than 6 in 10 B2B marketing leaders report a shift from a sales-owned to a marketing-owned customer relationship.
Data security is a key driver of trust, but sizable portions of youth report having had their personal information compromised in a breach.
The principal benefits of AI assistants are perceived to be in helping with product discovery and making online shopping more convenient.
Almost 3 in 10 have put off shopping for an automobile and will wait some time before resuming their search.
Marketers are struggling to unify their creative and paid media teams, and are making this a priority over the coming year.
More than one-third grade their recent research and purchase experiences at supplier sites as an A.
The top 5% of households accounted for almost one-quarter (23.5% share) of aggregate income last year.
OOH ad spend continued its ascent, posting the second-largest Q2 on record.
Hispanic audiences spent slightly more time watching YouTube than cable TV in July.
Almost 9 in 10 agree that advertisers demand more transparency with first-party data than their organization wants to offer.
More CMOs now see the emergence of new global competitors as a growing threat than the emergence of new domestic competitors.
It’s a tough environment for agencies this year, with 58% saying they’ve found it harder to obtain new business.
While the forecast for influencer spending growth is healthy at 17.6%, that will mark the first time since at least 2018 that growth has dropped below 20%.
The leading reason why marketers will increase their spending on direct mail is the improved ability to activate omnichannel campaigns.
More than 6 in 10 say it’s challenging for senior marketing leaders to demonstrate the impact of marketing actions on financial outcomes.
The leading reason why consumers would switch brands is due to product quality, but better deals and experiences would also sway many.
Ad fraud is the lowest on the list of digital display ad challenges cited by marketers at larger companies.
TV viewers are continuing to favor online sources over set-top boxes as their viewing default – and the gap is widening.
Two-thirds feel that American-made products are better quality.
Almost 6 in 10 adults ages 30-44 have been to a music festival either multiple times (37%) or once (22%).
The biggest factors restraining better marketing-finance alignment include metrics/goals and priorities/incentives.
Slightly more than half are considering bringing their tech in-house, and many are also thinking about switching providers.
Social media marketers are tracking engagement more than any other metric.
Only 1 in 4 American adults has a positive view of the advertising and PR industry, the lowest figure yet.
Apple remains at the top, while X (formerly Twitter) suffers a big fall.
RMN advertisers perceive benefits in reaching new/incremental audiences and leveraging retailers’ first-party data.
Heavy Radio Listeners Have Plenty of Brand Conversations. Which Categories Do They Like to Talk About?
Heavy radio listeners are 25% more likely than average to be every consumer influencers.
X’s brand safety risks appear to be a big turnoff for social media buyers and planners.
Identifying and reaching target audiences will maximize ROI, and AI might help with that task.
Some 77% of CMOs agree that they need to recommit to brand. But 75% also agree that they need to double down on performance.
There’s strong positive momentum for online video ad spending, with social media also forecast for increases.
AI is being heralded for its potential use in content personalization.
Marketplaces are a highly used channel by buyers for both product discovery and purchasing.
Travel and Retail are expected to emerge as the industries with the fastest rates of digital ad spend growth.
Certainly not for the metaverse.
The biggest obstacle to greater martech utilization is the complexity/sprawl of organizations’ current marketing technology ecosystems.
YouTube is favored more by teen boys than girls, with the opposite true of TikTok.
Some 81% of senior marketers agree that their business will undergo a fundamental pivot in response to climate change.
The Retail industry will continue to be the biggest spender on advertising, but it will have one of the slowest rates of growth.