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Multicultural Groups in US Remain Underrepresented in Media Spend

Multicultural media spend grew by 5.6% last year to $25.9 billion in 2018, per a report [download page] by PQ Media and the ANA. While this year multicultural ad spending growth is expected to slow to a 4.5% gain, the increase will return apace in 2020, forecast to...

How Have B2B Purchase Processes Changed?

The vast majority (83%) of senior-level B2B executives report that business needs and priorities have resulted in them either accelerating or postponing purchase decisions in the past year, according to Demand Gen Report’s 2019 B2B Buyers Survey Report [download...

2020 Federal Election Ad Spend Forecast to Reach $6 Billion

With the US federal elections a little more than a year away, the influx of political advertising is soon to hit full swing. This time around, according to a report by Kantar, campaigns will spend an estimated $6 billion in advertising, with 20% of the total going...

Smart TVs Aren’t Just For Watching Video

More than half (54%) of smart TV owners use their smart TV to stream video weekly, per a report from Hub Entertainment Research. But with all the other capabilities smart TVs offer, what other activities do owners enjoy? More than one-third (37%) of the more than...

These Are the Top Industries for US Digital and Mobile Ad Spend

Mobile advertising should account for about two-thirds (67%) of total US digital ad spend this year, per recent data from eMarketer. The analysis also reveals that the largest portion of mobile's estimated $87.1 billion ad spend is from retail advertisers. A separate...

How Direct and Incumbent-Only Brand Shoppers Differ

Almost half (48%) of US consumers ages 13 and older buy direct (DTC) brands, according to a survey [download page] by the IAB, with the remainder reporting that they stick exclusively to incumbent brands. So, what differentiates direct brand shoppers from incumbent...

What TV-Related Content Are Social Media Users Engaging With?

Social media has in some cases become the equivalent to the office water cooler in the ’90s, where everyone would eagerly gather around and discuss the latest episode of Seinfeld. Indeed, almost three-quarters (73%) of social network users say they engage with...

New Stats About Brand Loyalty

More than half of US shoppers believe they are loyal to a product if they have purchased it at least three times. However, unswerving brand loyalty may almost be a thing of the past, as only 8% of global consumers and 9% of US consumers say they are loyal to brands or...

How Consumers Feel About Remarketing

Almost one-quarter (23%) of online shoppers who have encountered remarketing say they have ended up purchasing the product, per a survey by Intent Lab and Performics. But the percentage of respondents who report strongly disliking remarketing (14%) is almost 3 times...

Streaming Services Users Still Channel Surf For Content

Seven in 10 US consumers subscribe to at least one streaming video service, with a majority of streaming video viewers saying their viewing choices are influenced by either content they have seen in the past or by recommendations from family or friends. But while...

Pinterest Leads the Pack in Social Media Customer Satisfaction

For the second consecutive year social media users have a relatively low level of satisfaction with the platforms they use as a whole, per a report [download page] from the American Customer Satisfaction Index (ACSI). The ACSI measures customer satisfaction with 46...

Ethical AI Interactions Boost Consumer Trust and Loyalty

More than three-quarters of business executives say they are uncertain about the ethics and the transparency of their AI systems. Additionally, a global survey [download page] of more than 1,500 executives and 4,400 consumers conducted by Capgemini Research Institute...

Podcast Listeners Pay Attention to Ads

In the past two years, US podcast advertising revenues have more than doubled, with spend expected to reach an estimated $678.7 million in 2019. One reason why advertisers might be keen to put more of their budget into the medium can be found in a survey [download...

What Content Challenges Are In-House Agencies Facing?

Recent years have seen a significant rise in the trend for brands to bring agency work in-house, with a report released last year by the Association of National Advertisers (ANA) stating that almost 8 in 10 (78%) of its client-side members had an in-house agency,...

2018 B2B Video Completion Rates and Other Benchmarks

This year B2B marketers have named video as their top lead generation tactic, but keeping B2B buyers engaged can sometimes be a struggle. New video benchmarks from Vidyard [download page] offers insights into completion rates for business-related videos, and the...

These Are the Most Loved Brands on Social Media

An array of industries are represented in this year’s most-loved brands on social media, per a report [download page] from NetBase. In an attempt to determine which brand garnered the most love on social media and determine a social ranking, NetBase looked at...

Global Social Advertising Still On the Rise, But Growth Rates Slow

Social media advertising continues to grow in 2019, albeit at a slower pace than previous years. Q1 2019 saw 26.2% year-over-year (y-o-y) combined ad revenue growth for key social and messaging companies, per recent data from WARC. WARC examined their data as well as...

Live Premium Video Consumption Continues Its Ascent

US advertisers are putting their much of their money behind video, with national advertisers allocating more than half of their advertising spend towards the format in the first quarter of 2019. This rise in investment comes as total premium video ad views in the US...

Data: New Subscription E-Commerce Benchmarks

Subscription services are a convenient and, often, necessary way for consumers and businesses to access goods and services. While customers are subscribing to services that provide anything from software, physical products, entertainment to continuing education, they...

Key Reasons Salespeople Use CRM: Productivity and Organization

Among the various technologies available to aid sales and marketing efforts, CRM is one standout, used by a majority of both small and enterprise business. So, what are the advantages of using a CRM platform? Pipedrive surveyed [pdf] more than 1,600 sales...

So, Would Subscribers Switch to An Ad-Supported Netflix?

Netflix reigns supreme when it comes to OTT services in the US, reaching three-quarters of American households as well as being considered the most indispensable TV network by many viewers. However, what would happen if Netflix went from being an ad-free service to...

How B2B Marketers Are Using Webinars and Plan to Improve Them

Marketers have found that webinars are one of the most successful top of the funnel demand generation tactics. Consequently, more than three-quarters (77%) of B2B marketers are using webinars as part of their marketing mix and, per new research [download page] from...

Brand Perceptions of Customer Pain Points Are Lagging

In the past two decades, the shopping experience has changed drastically and, for the most part, consumers are embracing these changes. Indeed, a new survey [download page] from Elastic Path of more than 1,000 consumers and 300 B2C marketing professionals reveals that...

Do Consumers Trust Advice Generated by Artificial Intelligence?

It doesn’t seem that long ago that artificial intelligence (AI) was a fantasy that made for thrilling sci-fi movies. Now, AI has become an everyday part of life, with marketers using it for anything from content personalization to gaining customer insights - and also...

What Are Digital Advertisers Focusing On This Year?

Just over midway through the year, digital marketers have named one of their top strategic priorities as increasing brand awareness, while on the tactical side, they are striving to deliver personalization. But how are marketers working to fulfill these priorities?...

Where Are Listeners Accessing Podcasts?

Podcasts continue to grow in both familiarity and listenership among Americans, with a survey finding that about half of the respondents (ages 12 and older) reporting that they have listened to a podcast. Not only are people listening to podcasts, but they are also...

Who Are “Cuspers” and How Are They Spending Their Money?

There has been a lot written about Millennials and Gen Zers, but what about those young adults who fall somewhere in between these two groups? Cuspers, as they have been dubbed, are those 19-25-year-olds who are just starting out in adulthood but have, perhaps,...

B2B Tech Marketers Get Results With In-Person Events

In-person events have been found to be an effective B2B marketing channel across all stages of the buyer’s journey. B2B tech organizations, especially, are seeing the benefits that in-person events bring, with more than two-thirds (69%) planning to increase their...

Consumer Trust in Brand Message Grows With Increased Exposure

Brands cannot live on a good reputation alone; they need to earn consumers’ trust. Analysis in a new report [pdf] from Edelman shows that while two-thirds (67%) of global consumers say that while a good reputation will inspire them to try a product, they will stop...

What’s the Average Order Value for E-Commerce Stores?

While US online retailers don't see the highest average order values, their customers buy nearly twice as many items per purchase (6) compared to shoppers in other countries (2-3), per a new report from Shopify. Some 14% of global consumers are also repeat shoppers,...

Why Gen Z Is A Generation of Creativity

Every generation believes they’ve got one up on the generations that came before them and the youths of Gen Z (the generation born roughly between 1995 and 2010) are no different. For this generation, it’s all about creativity, with a new study [download page] by JWT...

Consumers Look to Tech to Improve Their Shopping Experience

Consumers are seeing an improved experience due to shopping technologies and innovations for online (80%), in-store (66%) and mobile (63%) shopping. The use of intelligent automation is not slowing down either, per a new report [download page] for the National Retail...

Some B2B Marketing Processes Have Room For Improvement

Almost two-thirds of B2B companies are experiencing either profound (20%) or significant (44%) changes in their market conditions and customer behaviors. So how are organizations adapting? A new study [download page] from Econsultancy and Sojourn Solutions examines...

Pay-TV Viewers Account For Half of OTT Viewing Hours

There is no doubt that OTT has made its mark on video viewing in the US and is at least partly responsible for households cutting the cord. However, cable and satellite providers need not feel threatened by OTT, considering that Comscore’s latest The State of OTT...

Amazon Prime Day 2019 Stats

Shoppers in the US will spend more on Prime Day this year than they did in 2018. In a survey of Amazon Prime members from Profitero, three-quarters (76%) plan on shopping on Prime Day in 2019, with 56% of those who shopped Prime Day last year saying they plan to spend...

What Are World-Class Sales Leaders Doing That Others Aren’t?

An exceptional 9% of sales leaders qualify as world-class because they excel in 12 key sales practices. A new study [download page] from CSO Insights reports that these world-class sales leaders have higher win rates, quota attainment, seller retention and revenue...

Siloes: The Top Challenge To Gaining Insights From Data

Businesses are finding that being able to personally engage their customers throughout their buying journey is the way to gain and retain customers. However, to do this, marketers need data and, according to a survey [download page] of more than 150 business...

More US Adults Own A Smartphone Than Have Home Broadband

Just about one year ago, research showed that the majority of time spent with digital media each month was done on smartphone apps. That shouldn't come as a surprise, considering a new report from Pew Research Institute revealing that 8 in 10 US (81%) of US adults own...

Americans Are Turning to Reputable Sources For Their News

While the trust US adults have in the media has experienced a considerable dip in recent years, there are indications that trust in mass media is returning. And yet despite this growing trust, it’s clear that the seemingly steady flow of fake news being shared through...

OTT Video Penetration Continues to Reach New Heights

Some 64 million US households use OTT, which now reaches two-thirds (66%) of homes with WiFi. Nonetheless, while OTT streaming continues to rise, its growth has slowed, with only 7% year-over-year (y-o-y) growth in March 2019 compared to the 17% y-o-y growth it...

What Advantage Do Commerce Companies Have Over Amazon?

Six in 10 (61%) global commerce businesses say their current business model is under significant or extreme pressure to adapt to changing market conditions and customer behaviors. Furthermore, according to a new Sitecore and Econsultancy survey [download page] of more...

The US B2B Trade Show Market Continues to Grow

Trade shows and other events have been shown to be effective across all the stages of the buyer's journey, with B2B demand generation marketers saying that in-person events are their best performing top of the funnel tactic. So, how big is the trade show market? PwC...

How Are Businesses Going About Retaining Their Customers?

While businesses are always keen to acquire new customers, keeping the ones they have is an expectation for many CMOs. Consequently, a recent study [download page] from Brightback, found that nearly all (97%) of the more than 300 business leaders surveyed from B2B,...

4 Points About Radio and Podcast Listening

Despite what the song says, video hasn't kill the radio star. In fact, according to a new report [download page] from Nielsen, more than 270 million Americans ages 6 and older listen to the radio each week. And, with about half of brands agreeing that digital audio is...

Media Milestone: Time on Mobile to Surpass TV Viewing This Year

American adults have for many decades spent a significant amount of their time in front of the TV. But growth in the adoption of smartphones across all generations has created competition for TV. Now in 2019, eMarketer forecasts that a key threshold will be reached -...

How Can Marketers and Agencies Improve Their Alignment?

Recent research has found that 4 in 10 marketing professionals are looking into bringing their creative and digital media in-house in order to save money. Among those companies continuing to use agencies, a new survey [download page] of more than 350 marketing leaders...

How Frequently Do US Consumers Use Voice Assistants?

In a world where now all consumers have to do is say, “Alexa, reorder coffee” and it will be delivered within two days, businesses are seeing the importance of a voice-enabled experience. But it doesn't mean that all consumers are using voice technology like this. A...

Traditional Media to Retain Lead in Advertising to Kids

As ad spend targeted towards kids continues to rise, so does the amount of spend dedicated to digital advertising. New findings [download page] from PwC and SuperAwesome reveals that of the $4.3 billion estimated to be spent globally on kids advertising this year,...

What Constitutes Unethical Marketing?

An overwhelming majority (92%) of marketers consider themselves to be ethical, according to research [pdf] released by Phrasee. But the same research also reveals that one-quarter have been pressured to use unethical marketing tactics at work. Consumers tend to have a...

The World’s Most Valuable Brands Continue to Grow

BrandZ has released its Top 100 Most Valuable Global Brands 2019 report [pdf] showing continued growth in value of the world's most valuable brands, albeit not at the rate from last year. The report indicates that the value of the top 100 brands grew by 7% in the past...

Video is the Dominant Ad Format in the US

The US advertising marketplace is expected to grow by 8% (not including cyclical events such as the Olympics and the World Cup) in 2019 and, according to new data from the Standard Media Index (SMI), much of that ad growth will come from small and medium-sized...

How Does A Corporate PR Crisis Response Impact Stock Price?

Publicly-listed US companies that experienced a significant crisis lost an average of 15% of their stock value over the period of a year, according to a new study [download page] by Hot Paper Lantern. But the speed and effectiveness of a company's response makes a...

US Online and Traditional Media Advertising Outlook, 2019-2023

PwC has issued its latest annual Global Entertainment & Media Outlook report, a comprehensive study that contains projections for online and offline media advertising markets through 2023. [Editor's note: If you're interested in media trends, the 5th annual...

Here’s A Look At B2B Marketers’ Most Desired Metrics

Just over a year ago, B2B marketers reported that one of their biggest challenges was not being able to measure impact across channels - and that the top metric they wanted to use in the next 12-18 months was measuring ROI across channels. One year later, a new Demand...

Pay-TV Services Still Lag in Customer Satisfaction

Video streaming continues to gain a competitive edge on traditional TV. Earlier this year, a study found that more US consumers subscribe to a video streaming service than to pay-TV. Adding fuel to the fire, now a new report [download page] from the American Customer...

Who’s Dedicating the Largest Share of Wallet Online?

US consumers are becoming more diverse, and so are their spending habits - at least to some extent. One thing that all age groups, ethnicities and income levels have in common is that online's share of their wallet has increased in the past two years, per a new report...

The Average CMO Tenure Dipped Slightly in 2018

The average tenure of CMOs at 100 of the most advertised consumer brands in the US experienced a slight drop last year, but remains slightly longer than it was in 2016. That’s according to the latest annual analysis from Spencer Stuart, which also notes a shift...

What Leads People to Choose A New Retailer?

Consumers are still highly influenced by word of mouth (W-O-M) when it comes to trying out a new retailer. A full 45% of consumers say that a friend or family member had recommended the most recent retailer they had purchased from for the first time, per findings from...

Even Affluents Are Engaging in CPG Deal-Seeking Behavior

Despite reported economic growth in the US in Q1 2019, half of the US population have experienced financial difficulties that have led many to look for ways to save money in order to make ends meet. It turns out that this deal-seeking behavior is not necessarily...

3 Surprising Findings About E-Commerce Marketing

Retailers are clearly keen on finding new customers, as four in 5 (81%) digital retail leaders say that in 2018 acquisition marketing was among their largest marketing investment priorities, making it the leading investment initiative. This appears to have been a...

Father’s Day Spending Expected to Reach A New High

Father’s Day spending is estimated to rise from last year's $15.3 billion to reach $16.0 billion, says the NRF in a new forecast, pushing this year’s total to a new peak. This growth comes despite a slight dip in the percentage of American adults planning to celebrate...

TV Advertisers Are Embracing Data-Enabled Advertising

Data-enabled TV advertising is set to see significant growth in the next year - and is already becoming more widespread. A recent survey [download page] of more than 150 television advertisers and marketers by Blockgraph (a division of FreeWheel) reveals that 29% of...

Growth in US Adults’ Media Time Levels Off

US adults' media consumption appears to be flatlining, as a new estimate from eMarketer projects they'll spend about the same amount of time on media in 2019 as they did in 2018. The data from eMarketer suggests that adults (18 years and older) will spend an average...

What Metrics Are ABM Marketers Using to Measure Success?

The increased adoption of account-based marketing (ABM) doesn't mean that B2B marketers are taking their eye away from the KPIs they've become accustomed to. In a recent Demand Gen Report (DGR) study [download page] - produced with LeanData and Vidyard - of more than...

Five Points About Podcast Advertising

With more Americans listening to podcasts than ever before, podcast advertising revenues are also on the rise, with just 22 companies self-reporting revenues of $344.7 million in 2018, in a market estimated to total $479.1 million (up 53% year-over-year). These...

Half of Global Media Ad Spend Forecast to Be Online Next Year

Global internet advertising spend is projected to account for about half of total media advertising dollars next year - and it's well on its way to fulfilling this projection, according to new research [subscription required] from WARC. The research firm analyzed...

Lower-Income Americans Still Lagging in Tech Adoption

Perhaps not surprisingly, lower-income adults in the US have lower levels of technology adoption compared to those with higher incomes. A Pew Research study reveals that while 94% of Americans with a household income (HHI) of more than $100K have home broadband, only...

Social Media Dominates Video Content Promotion Efforts

A large majority (89%) of marketers use video as part of their content strategy, which is not surprising considering marketers believe video converts better than other content. But how do marketers get their video content to their audiences? A new report [download...

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