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Few Americans Feel They’re Fully Represented in Advertising
Slightly fewer than 1 in 4 US adults agree that people like themselves are fully represented by people they see in ads.
Majority of Premium Digital Video Viewing Takes Place on a TV Set
A full 60% of digital video ad views in H1 were viewed on CTV.
Where Are Media Budgets Trending for Next Year?
There’s plenty of optimism when it comes to online video ad budgets.
3 in 10 American Adults Struggle to Use the Internet
Only about 4 in 10 adults with “lower tech readiness” say the internet has been essential to them during the pandemic.
Social Media Users Trust Their Connections Most for Product Advice
Consumers are more likely to take a product recommendation from an everyday social media user than an influencer.
Consumers’ Preferred Sponsorship Areas Aren’t Limited to Sports
However, consumers are most likely to say that football is where sponsorships will be meaningful to them.
As IOS 14.5+ Adoption Grows, Which App Categories Are Seeing the Highest – and Lowest – IDFA Presence?
New IDFA restrictions have prompted advertisers to shift more of their mobile app ad spend towards Android.
Who’s Drinking What?
Overall, beer is the alcoholic drink of choice for the largest share of those who partake.
These Are the Top Elements of the Customer Experience, per Execs
User experience heads the list of top elements of CX in the eyes of marketing and CX executives.
2 in 3 Marketers Report Having Replaced A MarTech Solution in the Past Year
Did the pandemic play a role? Half say yes.
Travel Marketers Envision Increase in Use of Machine Learning and AI
For the most part, travel marketers are using conversions/ROI to measure the success of their digital campaigns.
Service Providers Struggle with Resources, Tech
More than 4 in 10 say that not having enough staff or resources stands in the way of providing consistent and quality engagement.
What Are B2B Marketers’ Biggest Challenges with Buyers?
A majority of B2B marketers are struggling to understand buyers’ changing needs.
How Often Are You Calculating ROI?
Marketers are using 5 main data sets to calculate ROI.
What’s in Today’s MarTech Toolkit?
About 9 in 10 are using a CRM system.
The Top Reasons Why Advertisers Would Stop Working with A Media Partner
More than 4 in 10 advertisers would stop working with a media partner due to brand safety issues.
Which Causes are Most Important to Charity Supporters in the US?
Some 3 in 10 US charity supporters consider animal welfare most important when considering supporting a charity.
In the US, The Majority of Ad Impressions Are Now Being Delivered via Streaming Sites
Streaming accounted for 56.5% of digital ad impressions in the US during the first half of 2021.
B2B CMOs Keep the Focus on CX
Many also plan to introduce new go-to-market strategies.
What do Marketers and Agencies Think is the Biggest Driver of Sales?
Marketers and media agencies believe that targeting contributes to close to one-quarter of sales attributed to a campaign.
Even with Multitudes of Options, Viewers Find it Hard to Find Good TV Shows to Watch
Many also find it difficult to figure out which service has everything they want to watch.
Your Website is the Best Place to Showcase Your Product’s Benefits, Consumers Say
Half of the surveyed consumers identified brand websites as the best place to learn about product benefits.
As Digital Service Expectations Rise, What Makes for a Great App Experience?
Throughout the pandemic, consumers have turned to their digital devices more than ever, with US adults spending an average of 8 hours per day with online activities last year. With more time online comes higher expectations for an online experience. Indeed, a report...
Where Does Gen Z Want to Up Its Spending?
As the world deals with the ongoing pandemic, people are headed back to work, school and restaurants, and some Gen Zers are planning to spend more. A July survey from Morning Consult (fielded just before the Delta variant gained a strong foothold) found that one-third...
Fortune 500 Cos. Up Their Activity on Social
Social media provides a wealth of opportunities for brands to up their audience engagement. So, it’s no surprise marketers continue to increase their social media spend and that Fortune 500 companies leverage these platforms on a regular basis. Conviva’s latest State...
People Have Been Relying on These Digital Services Most
Through the pandemic, people have relied on digital services more than ever. Per a report [pdf] from AppDynamics, more than 8 in 10 (84% of) US consumers say digital services made a positive impact on their lives during the pandemic, in part because digital services...
8 in 10 Marketers Say Their Customer Engagement is Data-Driven
Some 8 in 10 (81% of) marketing leaders believe that they must transform their marketing in order to be competitive. That said, these leaders remain optimistic, with the latest State of Marketing report [download page] from Salesforce revealing that two-thirds expect...
3 in 4 Customers Have Ditched A Brand for One of These Reasons
Brand trust is imperative in making businesses successful in the global market, and, with half of consumers saying they stopped purchasing from a brand during the pandemic, brand trust is more important than ever. Recent data from YouGov reveals several reasons why...
Where Are Companies’ Biggest Data Disconnects?
Companies rely on data to gain meaningful insights about their prospects and customers in order to target them effectively as well as provide a personalized experience. Unfortunately, collecting and using data is not without difficulties. A report [download page] from...
What Might Get Youth into the Movie Theater?
Cinema has had a far-from-stellar couple of years, with US box office takings in both 2020 and 2021 well below 2019. And any recovery will not be helped by findings from a survey from Morning Consult revealing that only two-fifths (42%) of Gen Zers plan to go to the...
As the Marketing Mix Changes, What Digital Tactics Are Marketers Relying On?
Although digital engagement was far from new prior to the pandemic, the events of last year have brought about changes in marketing that will likely have a lasting impact on how companies interact with prospects and customers into the future. This can be seen in...
1 in 4 Marketers Say the CMO-CIO Working Relationship is “Very Effective”
In the past, even though many CMOs and CIOs agreed that IT was a strategic partner for marketing, they also agreed that there was room for improvement in terms of collaboration and alignment. A recent report [download page] from the CMO Council indicates there may...
Which Skills Do PR Pros Think Will Rise in Importance?
As parts of the world gradually reopen while coping with the COVID-19 pandemic, PR professionals have expressed confidence that their industry will come back. In fact, Muck Rack’s The State of PR 2021 [download page] study reveals that about half (48%) say they think...
1 in 5 US Smartphone Users Say They Have No Limits on Their Use of Apps and Services
The vast majority of US adults now own a smartphone, with many spending time on their phones switching between different apps. And, while smartphone users are keen app users, there are barriers that keep many of them from using more apps or services, per a report...
8 in 10 Retailers Want to Improve the Online Checkout Experience
This year, US retail sales are expected to grow between 10.5% and 13.5%, with e-commerce accounting for 16% of total sales. To keep up with the demand, a majority of retailers are making improvements to the online customer experience and, per a report from Bold...
1 in 4 Millennials Report Mostly Doing Their Grocery Shopping Online
The pandemic inspired many to try new ways of buying, and, with people staying inside and cooking at home more, grocery shopping online grew in popularity. In the early days of the pandemic, online grocery spending jumped 148%, with 1 in 5 consumers trying grocery...
Most Marketers Say They’re Not Getting the Most Out of Their Marketing Automation Tools. Why?
Although marketers recognize the benefits of marketing automation, it doesn’t always mean that they use it to its fullest capacity. In fact, per a new survey from Ascend2 and its Research Partners, only 1 in 5 marketers claim to be using marketing automation tools to...
TV Viewers Warm to Watching New Movies at Home
As one of the industries most devastated by the pandemic, cinemas are expected to see ad revenues grow significantly and box office takings are expected to rebound (though not nearly to 2019 levels). But will people flock to the theater to see new movies this year?...
In-Store Marketing Tactics Still Found Effective
Even in this day and age where consumers have ample online sources to help them make buying decisions, it appears that more traditional methods still have plenty of influence. This is per a survey by GfK, which looks at the top shopping influences across 16 product...
Growth in CTV Penetration and Daily Use Stalls
The number of TV households in the US with an internet-connected TV (CTV) device looks to be leveling off somewhat. Some 82% of US TV households now have at least one CTV device, up slightly from 80% in 2020, per data from Leichtman Research Group (LRG). This leveling...
US B2B Digital Advertising Market Seeing Rapid Growth
If last year taught B2B organizations anything, it is the importance digital channels now play. Indeed, US B2B digital advertising investment saw considerable growth in 2020, and a forecast from eMarketer suggests that the growth will continue in the years to come....
Vast Majority of Consumers Respond When Brands’ Personalization Goes Wrong
With a wealth of companies offering similar products and services, customer loyalty has become more important than ever before. Personalization can play a role in gaining the loyalty of customers, and a report [download page] from Movable Ink finds that two-thirds...
Globally, Social Media Ad Spend Forecast to Overtake Paid Search This Year
The events of 2020 meant that global advertisers were forced to cut back on spending originally planned for the year. And, although the world is still dealing with the pandemic, there is some good news on the advertising front. The latest forecast [press release] from...
Fewer Than 1 in 3 Adults Have A Lot of Confidence in Tech Companies
Confidence in major US institutions has dipped. This is per a recent survey from Gallup, which found that an average of one-third of US adults say they have “a great deal” or “quite a lot” of confidence in the 14 institutions analyzed, down from 36% in 2020. Nearly...
More Than 1 in 4 Young Adults Report Recently Using Buy Now Pay Later to Make a Purchase
Since the start of the pandemic, online shopping has increased in popularity, and with that popularity comes a willingness to try new ways to buy, including “Buy Now, Pay Later” (BNPL) programs. Awareness and use of these programs have grown in the past year,...
Which Types of Text Notifications from Businesses Are Consumers Receiving?
During the pandemic, two-thirds of US adults said they checked the weather on a daily basis. So, it’s no surprise that 39% of the text notifications consumers receive are weather updates, per a report [download page] from TCN. Weather updates are the most popular text...
Here’s the Latest on How Marketing Budgets Are Being Divvied Up
Amid a historic decrease in the proportion of company revenue being allocated to marketing budgets this year, the portion of marketing budgets being allocated to various resources is remaining relatively steady this year. Gartner’s annual CMO Spend Survey [download...
How Are B2B Marketers Measuring the Performance of Events?
The cancellation of most in-person events last year led many B2B organizations to adopt virtual events as a core strategy, with a majority claiming they will continue to use at least some aspects of virtual events even after the pandemic is over. This enthusiasm...
What Percentage of Podcast Ad-Driven Traffic Buys?
Podcast listenership is expected to grow this year. This is good news for advertisers who plan to increase their podcast ad spending. Along with benefits such as high engagement, podcast advertising conversion rates are better or on par with other channels, according...
Netflix Garners 2 in 3 US Streaming Video Service Subscribers
Netflix is the most-watched SVOD service, accounting for one-third of total viewing hours. However, as more services join the pack, Netflix is facing competition for new subscribers. Indeed, Netflix only received 8.4% share of new SVOD subscribers during Q2 2021, down...
Marketing Budget’s Share of Company Revenues Plummets
Although the majority of C-suite executives are showing confidence in marketing’s ability to drive growth this year, their confidence isn’t necessarily reflected in marketing budgets. In fact, a report [download page] from Gartner reveals that the share of company...
Consumer Tech Sales Predicted to Grow by 7.5% This Year
Demand for consumer technology continues to be on the rise in the US, with the Consumer Technology Association (CTA) forecasting [press release] record-breaking revenues for the industry this year. The drive to stay connected, healthy and entertained during the...
Heavy Podcast Listeners Prove Active in W-O-M
Podcasts are growing in popularity, with more than half of the US population saying they’ve listened to a podcast. The medium is popular among advertisers, as well, offering excellent brand safety and the ability to reach desired and diverse audiences. One of the main...
Advertisers View These Companies As Having the Most Momentum
TV and CTV are expected to account for close to one-quarter of the expected $279 billion in US ad spending this year. And, with people spending more time streaming than watching broadcast TV - as well as an increased number watching ad-supported streaming services -...
The US Is At Roughly 1/5 of Global E-Commerce Sales. Which Companies Are Growing Fastest?
E-commerce experienced significant growth during the pandemic as people turned to online shopping to get what they needed from the safety of their homes. In fact, e-commerce experienced a “10-year growth spurt” in a matter of weeks. Even as the world re-opens,...
How Do Doctors Want to Communicate with Pharma Reps?
With lockdowns and social distancing, people shifted to doing more things online during the past year. Besides working, shopping and communicating with family and friends online, people were asked to visit their healthcare providers virtually. Providers ramped up...
Almost Half of B2B Orgs Say It’s Become More Difficult to Close Deals. Why?
Since the pandemic, many B2B buyers have had to deal with changes in priorities and budget, with many reporting that their purchase timeline has increased. These changes have made the job of B2B sales even harder. Indeed, for 45% of B2B organizations surveyed by...
What’s the Biggest Reason for Consumer Distrust of Brands’ Data Requests?
At a time when 7 in 10 consumers believe their data is less protected than in the past, how brands use consumer data is crucial to maintaining brand trust. The most recent Consumers Data Trust Index [download page] from Jebbit looks at how brands can lose the trust of...
Influencer Marketing Spend Forecast to Grow by A Third This Year
Brands are upping their investment in influencer marketing again this year, with spending expected to grow by 33.6% year-over-year (y-o-y). This is per the latest influencer marketing forecast from eMarketer. US influencer marketing spending - defined by eMarketer as...
Consumers’ Video Game Spending Growth Slows in Q2
After several quarters of double-digit growth, spending growth on video games slowed considerably in Q2 2021. This is per recent data [press release] from The NPD Group, which found that Q2 consumer spending on video game products grew by only 2% year-over-year...
Tech Marketers Say Marketing Dominated More by Tech Than Creativity
The pandemic has driven many businesses to up their digital marketing transformation efforts, which, in turn, has increased the demand for digital content and creative output. Nevertheless, a report from Shaped By suggests that many marketing teams for tech...
CMOs Struggle to Communicate Insights to Executive Teams
Some 9 in 10 (91% of) CMOs report facing challenges when presenting data to their executive teams. Here are the areas a survey [download page] from BrandMaker and Dimensional Research found to be the most troublesome. About two-thirds (65%) of the CMOs and VP-level...
Comms Pros Confront Changing Set of Challenges
Some 8 in 10 communications professionals say organizations place a greater emphasis on communications now than before the start of the pandemic. This is per the most recent survey [SlideShare] of more than 300 communication professionals from Ned’s Job of the Week...
US Online Shoppers Put Amazon Above Search Engines for Inspiration and Product Searches
The largest e-commerce retailer in the US appears to offer shoppers more than just fast shipping. US consumers see Amazon as the go-to for inspiration and product search when shopping online, per Wunderman Thompson Commerce’s The Future Shopper Report [download page]....
US Tech Marketers Increasingly Prioritize Performance Marketing
Two-thirds (65%) of US tech marketers say they’ve put more focus on performance marketing since the start of the pandemic, per a recent Shaped By report [download page], which looks at how marketing changed during the pandemic. The survey of 200 marketers from leading...
What Benefits Do Premium Loyalty Program Members Value?
Some 7 in 10 (71% of) US consumers belong to a traditional customer loyalty program, with 4 in 10 saying they belong to 3 or 4 of them. Despite their popularity, consumers say they aren’t satisfied with their traditional loyalty programs. Indeed, 8 in 10 (81%) are...
Performance Marketers Report Moderate Improvements in Conversion Rates
Marketers say they have seen at least moderate improvement in their conversion rate optimization programs in the past year, per a report [download page] from Ascend2. The survey of more than 250 marketers reveals that while almost half (45%) have seen an increase in...
Advertisers More Likely to Want Data to Support Long-Term Insights Than Short-Term Tactics
More than three-quarters (78%) of advertising executives plan to strengthen the data platforms they use to understand and segment consumers. A recent report [download page] from Kantar reveals that about half (51%) believe that dashboards and analytic platforms will...
Male Teens Say Video Game Ads Grab Their Attention
Some 4 in 10 (39% of) teens say that social media ads are more likely than a host of others to catch their attention. Nevertheless, a survey from YouGov shows that if brands are wanting to grab the attention of male teens, video games may be the place to advertise....
Back-to-Class Spending Projected to Reach New High
It won’t be long before kids are loading up their backpacks and heading back to class. And, whether it be for heading back to K-12 or college, the amount of money families anticipate spending for school supplies and technology this year is expected to reach record...
3 in 4 B2B Marketers Are Planning Hybrid Events — Here Are Their Perceived Challenges
2020 saw B2B marketers increase their use of online events and webinars. But as face-to-face contact resumes, more are planning a blended approach. Three-quarters (74%) of those surveyed for The Future of Events Report [download page] by ON24, Market2Marketers and...
How Are Americans Using Voice Assistants?
With an increase in ownership of Smart Speakers over the past few years the use of voice assistants has become a regular part of daily life for some. Indeed, a report [download page] from Vixen Labs reveals that some 57% of US adults use voice-activated technology,...
These Are the Most Loved Brands on Social Media Over the Past Year
The most loved brands on social media over the past year (April 2020 through April 2021) are heavily represented by the Entertainment, Consumer Goods, E-Commerce and Social Media industries, with one major brand representing Technology. In its latest Brand Passion...
Agencies Confirm Clients Still Want Help with Strategy
In the past marketers have turned to agencies for advertising and content creation, but a growing number are looking for agencies to assist in strategy, even more so since the pandemic. In fact, a recent survey [download page] from Stirista shows that marketing...
What Are the Big Trends in Local SEO?
Navigating algorithm updates, platform changes, and new technology appear to be concerns for local marketers this year, according to the newest Local Search Industry Survey report from BrightLocal. More than one-third (36%) of the 550 local marketers surveyed working...
Majority of US Households Said to be SVOD “Super Stackers”
More Americans are “stacking” subscription video-on-demand services (SVOD). While 84% of internet users have access to at least one content streaming service, more than half (52%) say they have access to three or more, up from 48% last year. This comes from a survey...
What Baby Boomers Want from Brands
Baby Boomers still hold a significant portion of purchase power in the US. Approximately 1 in 6 Americans is considered a Baby Boomer and this generation maintains more than half of the household wealth in the US. So, what do brands need to know about this generation...
B2B Marketers Deal with Range of Measurement Challenges
Being able to prove marketing performance and impact is critical, yet only about 1 in 7 (15% of) B2B marketing executives rate their company’s current ability to do so as excellent. This is according to a report [download page] from Demand Gen Report, which found that...
Half of US Adults Are Interested in the Olympics
After being delayed for a year due to the COVID-19 pandemic, the 2021 Summer Olympic Games in Tokyo have begun. And, with the pandemic far from ending, a recent survey by Ipsos found that only a little more than half (52%) of Americans believed that the global...
Global App Spending Jumped Again in H1
Global consumer spending on Apple’s App Store and Google Play grew by 24.8% year-over-year (y-o-y) in H1 2021 to reach $64.9 billion, per recent data from Sensor Tower Store Intelligence. Based on Sensor Tower’s estimates and projections, these figures indicate growth...
9 in 10 Demand Gen Marketers Believe Online Event Fatigue is Real
In 2020, B2B marketers who had once relied on face-to-face events had to look elsewhere to build pipeline — and for 8 in 10 (78%), online events were a tactic they used to fill the gap, making it by far the most common approach, per the latest State of Demand Gen...
These Are Perceived to be the World’s Most Innovative Market Research Suppliers in 2021
While optimism about the market research industry as a whole remained steady even during the pandemic, suppliers’ optimism about their companies plummeted. However, the latest GRIT report [access page] shows that with signs of a light at the end of the tunnel that was...
Digital Divide Remains As Lower-Income Americans’ Tech Adoption Continues to Lag
Most adults say they go online at least daily, but how they are accessing the internet often depends on their income level and the devices they own. A recent survey by Pew Research Center shows that a gap exists in regards to income level and the adoption of digital...
3 in 4 Spurred to Spend More At Small Businesses by Promotions
In general, Americans tend to hold small businesses in high regard. And, while the pandemic has brought about many negative consequences, it appears to have driven more US consumers in the direction of small businesses, with a survey [pdf] by Sendinblue showing that...
Majority of Youth Report Having Clicked on A Marketing-Related QR Code
Despite being around for some time, the use of QR codes has been limited. However, since the pandemic made it necessary for businesses to find ways to offer contact-free ways of providing information to consumers - and consumers increased their use of mobile apps -...
Americans Uncertain About Cryptocurrency’s Future; Many Think It’s A Fad
Despite “How to buy Bitcoin?” and “What is Bitcoin?” being top Google searches in the US in 2017 and 2018, respectively, recent data from YouGov reveals about 7 in 10 (69% of) Americans say they don’t really understand cryptocurrency. This lack of understanding may...
US Online and Traditional Media Advertising Outlook, 2021-2025
PwC has released its latest annual Global Entertainment & Media Outlook report, a comprehensive study that contains projections for online and offline media advertising markets through 2025. [Editor’s note: If you’re interested in media trends, the 7th annual...
CMOs Expected to be CX Champions
With more customers opting to go multi-channel, customer experience (CX) has become a top priority for businesses. And, while the debate continues as to where the responsibility for CX lies, many leaders are looking to marketing to make sure their business is...
Amazon Prime Members to Keep Buying From Brands They First Tried During the Pandemic
The pandemic impacted the brands consumers chose to purchase from. While some stopped purchasing from brands they used to buy from, others branched out and tried new ones. Furthermore, a report [download page] from Tinuiti found that half of the more than 2,000 Amazon...
In May, People Spent More TV Time Streaming than Watching Broadcast
With the number of subscription video services now exceeding the number of people in the US, it’s no surprise that May 2021 data from Nielsen shows that TV households were spending more time streaming than they were watching broadcast TV. The data shows that streaming...
Majority of B2B Buyers Say Their Purchase Timelines Have Increased
While one-third of B2B executives report that the current environment has caused their organization to escalate some purchases due to changing business needs, that doesn’t seem to have sped up the buying process overall. A recent report [download page] from Demand Gen...
Most Valuable Brands Enjoy Record Growth
The value of the world’s most valuable brands has grown considerably this year. This is per the latest Top 100 Most Valuable Brands 2021 report [download page] from Kantar BrandZ, which found that the value of the top 100 brands grew by 42% over the past year, adding...
US B2B Trade Show Market Forecast This Year to Be Less Than Half Its 2019 Level
Prior to the pandemic, trade shows accounted for almost one-fifth (17.3%) of the total B2B market’s revenue in the US. But, as social-distancing measures and travel bans quashed all but a small share of in-person events in 2020 and into 2021, PwC estimates...
4 in 10 Americans to Up Spend on Beauty and Grooming Products
Some 67% of US adults think that advertising is an important influence when it comes to choosing beauty and grooming products. In fact, data [press release] from NCSolutions shows that two-thirds of adults buy products they have recently seen ads for. While...
How Are Marketers Using Social Data?
Social media usage has grown since the start of the pandemic, providing a plethora of opportunities for marketers who utilize social media data. But what are they using that data for? Per a report [download page] from Sprout Social, more than half (55%) of marketers...
US Adults Most Likely to Learn About 5G from Ads
As 5G rolls out across the US, about 1 in 5 (22% of) Americans are getting the bulk of their information about the technology via advertisements from mobile network providers. A recent YouGov survey of more than 28,500 US adults found that sizable portions of...
US Adults to Spend Almost As Much Daily Time on Their Mobiles As on TV and Radio, Combined
Last year, the combined time spent with traditional and digital forms of media increased in the US. This is according to data from eMarketer, which found that the time spent with media in 2020 increased by nearly an hour. But will this amount of media consumption...
7 in 10 C-Suite Leaders At Least Moderately Confident in the Marketing Team to Drive Growth This Year
Last year, marketers were tasked with retaining and connecting with customers at a time when many marketing budgets were being shifted or cut, leading many to believe that the importance of marketing had increased. And, even as some sense of normality is starting to...
Content Not the Only Appeal in Streaming Video Subscriptions
Video streaming dominates the at-home entertainment industry. More than half of Americans are watching TV via an SVOD and about 8 in 10 people in the US subscribe to at least one video-on-demand service, while more than half subscribe to more than one. And, thanks to...
Smartphone Users Don’t Want Frequent Push Notifications from Brands
Although Americans are reliant on their smartphones, 3 in 10 report they are easily distracted by notifications from their phone. They will likely get no relief from notifications anytime soon, as nearly half of B2C marketers plan to use push notifications this year....
