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US Online Ad Revenues Grow by 21% in 2017: 10 Notes

US Online Ad Revenues Grow by 21% in 2017: 10 Notes

Online ad revenues in the US grew by 21.4% year-over-year in 2017 to total $88 billion, per the latest revenue report from the IAB and PwC [pdf]. Revenues for the fourth quarter were up by about 21% year-over-year as the shift to mobile continued. Here are 5 takeaways...

B2B Firms Struggle With Data Activation

B2B Firms Struggle With Data Activation

B2B marketers and salespeople on average make about half of their decisions based on intuition and experience rather than quantitative data analysis, according to a commissioned study [download page] conducted by Forrester Consulting on behalf of Dun & Bradstreet....

Video Streaming Device Users Still Rely on Traditional TV

Video Streaming Device Users Still Rely on Traditional TV

In November of last year, some 65.3 million US homes (or 59% of the total population) had an internet-enabled device capable of streaming content to the TV, such as a video game console, smart TV and/or multimedia device. So says Nielsen in its latest Local Watch...

Retargeting Ads Have Weak Appeal With Consumers

Retargeting Ads Have Weak Appeal With Consumers

Retargeting is considered to be one of the most effective tactics for driving search and social advertising performance. But shoppers have different ideas about the value of retargeting, according to a new study from Nanigans. To arrive at its conclusions, Nanigans...

CMOs Identify 4 Areas in Need of Improvement in Marketing

CMOs Identify 4 Areas in Need of Improvement in Marketing

CMOs' average tenure may have slightly rebounded this past year, but that doesn't mean the position doesn't come with a hefty amount of pressure. So what areas do CMOs see as needing improvement? A recent report from Korn Ferry [download page], based on a survey of...

These Brands Are Considered the Strongest by Mothers

These Brands Are Considered the Strongest by Mothers

Netflix tops all others in brand health, according to women in the US with kids under the age of 18. That's according to the latest YouGov brand rankings, which revealed the top 10 brands among mothers, based on a composite score covering 6 brand health metrics:...

Google Search CPCs Decline for B2B Advertisers

Google Search CPCs Decline for B2B Advertisers

The average cost per click (CPC) for a B2B search ad on Google in Q1 2018 was $1.75 in the US, says Marin Software in analyzing a sample of its client base for its latest quarterly benchmarks report [access page]. Perhaps more important than the actual figure is the...

Average CMO Tenure Rebounded in 2017

Average CMO Tenure Rebounded in 2017

The average tenure of CMOs at 100 of the most advertised consumer brands in the US has rebounded after a couple of years of decline. That's according to the latest annual analysis from Spencer Stuart, which also notes that fewer CMOs have been in their current role...

Multi-Step Welcome Emails Prove Popular With Email Marketers

Multi-Step Welcome Emails Prove Popular With Email Marketers

Marketers have plenty of room for improvement when it comes to marketing automation, according to a survey of GetResponse customers and Smart Insights members [pdf]. Just 1 in 5 say they use most or all marketing automation features available to them, and even fewer...

Tech Update: Mobile & Social Media Usage, by Generation

Tech Update: Mobile & Social Media Usage, by Generation

Millennials continue to be the generation with the broadest access to smartphones and the heaviest use of social media. But Gen Xers are more apt to be using tablets and a majority of Boomers are also "embracing" digital technologies, according to a report from the...

2017 Webinar Benchmarks: 7 Highlights

2017 Webinar Benchmarks: 7 Highlights

What can you expect when running a webinar? ON24 dug into its data and has provided benchmarks from an analysis of almost 20,000 webinars (with at least 100 attendees) conducted on its platform in 2017. Here are some quick highlights from the report [download page]....

Non-Profits Increase Their Email List Sizes, Campaign Volume

Non-Profits Increase Their Email List Sizes, Campaign Volume

Non-profits sent 11% more emails in 2017 than in 2016, averaging 66 messages per subscriber throughout the year, according to the latest annual M+R Benchmarks Study. Fundraising emails comprised the largest overall segment, at roughly 2 per month (25 annually),...

Americans’ Sense of Frugality Largely Persists

Americans’ Sense of Frugality Largely Persists

More American adults believe they've been spending less money in recent months (35%) than more (30%), a pattern that has persisted since the recession, per new Gallup data. However, the gap between spending less and spending more continues to narrow, and for the first...

How B2B Buyers Feel About Sales Reps: 6 Insights

How B2B Buyers Feel About Sales Reps: 6 Insights

How does sales outreach look and feel from the buyer's side? That's the question ValueSelling Associates wanted to tackle in its "Sales from the Buyer's Perspective" study [download page], conducted with Training Industry, through a survey of 260 respondents with...

Small Business Owners Rely Most on Email Marketing

Small Business Owners Rely Most on Email Marketing

Most small business owners are self-taught when it comes to marketing and promoting their businesses, according to results from a Constant Contact survey. And while most do some form of marketing for their businesses, fewer than half consider themselves "marketing...

Short Video Ads Capture Mobile Advertisers’ Fancy

Short Video Ads Capture Mobile Advertisers’ Fancy

Almost two-thirds (64%) of advertisers involved in mobile advertising hiked their mobile ad investments last year, and even more (67%) expect to increase their spending in the coming year, according to a report from Advertiser Perceptions. So which mobile ad formats...

Amazon Ad Spending Enjoys Strong Growth Again in Q1

Amazon Ad Spending Enjoys Strong Growth Again in Q1

The median advertiser spent almost twice as much on Amazon Sponsored Product Ads (+96%) and Headline Search Ads (+90%) in Q1 2018 as they did a year earlier, reports Merkle in its Q1 2018 Digital Marketing Report [download page]. Spending growth accelerated in Q1 as...

US Corporate Reputations Decline; Brands Face Authenticity Deficit

US Corporate Reputations Decline; Brands Face Authenticity Deficit

Corporate reputations in the US have diminished this year compared to 2017, according to the Reputation Institute's "US RepTrak® 100" presentation [download page]. Only about half of consumers trust companies to do the right thing, down from 62% last year, and just...

Marketing to IT Buyers: 2 Key Insights

Marketing to IT Buyers: 2 Key Insights

Research finds that IT buyers believe they're contacted by marketers and sales reps more than 20 times per week on average. As such, understanding what influences purchases both inside and outside the workplace is paramount for B2B marketers wishing to break through...

Who Holds the Most Favorable View of Big Tech Companies?

Who Holds the Most Favorable View of Big Tech Companies?

The evidence is becoming clearer and clearer that few adults trust Facebook - at least in the wake of the Cambridge Analytica scandal. Indeed, research from YouGov and The Economist [pdf] finds that only a slim majority (54%) of those with an opinion of Facebook have...

What Benefits Do Smaller Agencies Offer Brands?

What Benefits Do Smaller Agencies Offer Brands?

Two-thirds of enterprise companies expect to use a small or medium-sized agency in the next year instead of their Agency of Record (AOR) for marketing projects, per recent research from Globality conducted by the Economist Intelligence Unit. A new study [pdf] from...

Will Mobile Ad Spending Exceed TV in the US This Year?

Will Mobile Ad Spending Exceed TV in the US This Year?

It's no secret that mobile ad spending has been gaining steam in the US, at last count comprising 54% of all online ad revenues as of H1 2017. A new forecast from eMarketer takes things a step further, calling for mobile to be the single largest advertising medium...

Top 25 Marketing Charts of Q1 2018

Top 25 Marketing Charts of Q1 2018

From content and advertising trends to internet use, B2B marketing and budgets, our collection of Q1 2018's top marketing charts showcases some macro trends running through the industry while also paying heed to some of the more effective channels and tactics being...

App Benchmarks Show Improving Engagement, Power of Push

App Benchmarks Show Improving Engagement, Power of Push

Close to 4 in 10 app users (38%) launch an app at least 11 times, considered the benchmark of app retention, according to the latest mobile app benchmarks from Localytics. The analysis, which covers usage of 37,000 mobile and web apps from May 2017 through February...

3 in 4 Americans Went to the Movies Last Year. Who Were They?

3 in 4 Americans Went to the Movies Last Year. Who Were They?

Three-quarters of the US population went to a movie at the cinema at least once last year, reports the Motion Picture Association of America (MPAA) [pdf], and roughly 1 in 8 (12%) could be deemed frequent moviegoers in claiming to attend at least once a month. These...

Facebook and Cambridge Analytica: Privacy Concerns Run High

Facebook and Cambridge Analytica: Privacy Concerns Run High

Facebook daily visits seem to have been largely unaffected in the wake of the Cambridge Analytics scandal that broke in mid-March, but some users are reporting deleting their accounts and privacy concerns are high, according to several pieces of recently-released...

These Were the Top Radio Advertisers in 2017

These Were the Top Radio Advertisers in 2017

AM/FM radio continues to be the medium with the broadest reach among US adults, details Nielsen in its Audio Today 2018 report [download page]. In fact, AM/FM radio's monthly reach of 243.4 million US adults outpaces even search sites (197.5 million) and social media...

AI for Email? Marketers Enthused, but Not Without Concerns

AI for Email? Marketers Enthused, but Not Without Concerns

Virtually all (96%) marketers are confident that machine learning can personalize email content down to an individual's specific interests and improve the customer experience, according to a survey [download page] of more than 400 US marketers from The Relevancy...

So Informative Content Helps. But What Kind of Information?

So Informative Content Helps. But What Kind of Information?

There's been plenty of research of late indicating that people value informative brand content, and a new report from Meyocks [download page] backs that up: 9 in 10 consumers surveyed for the report agree that brands should provide value-added information to their...

Shoppers: Transparency About Data Use Would Encourage More Sharing

Shoppers: Transparency About Data Use Would Encourage More Sharing

Almost two-thirds of online shoppers in the US and Canada are much more comfortable sharing information about themselves when brands proactively tell them what their information will be used to do, according to a study from Vision Critical. The survey, conducted among...

How Are Marketers Using Social Analytics Data?

How Are Marketers Using Social Analytics Data?

Social analytics data is most commonly used for community management and engagement, reports NetBase [download page] in a survey of more than 700 marketers in the US and Canada, half of whom are from companies with at least $100 million in annual revenues. Some 72% of...

How B2B Buyers Engage With Content: 4 Insights

How B2B Buyers Engage With Content: 4 Insights

Half of B2B buyers say they now rely more on content to research and make purchase decisions, and most are placing a higher emphasis on the trustworthiness of the source of the content, according to the 2018 Content Preferences Survey Report [download page] from...

Youth See Social As A More Relevant Advertising Channel Than TV

Youth See Social As A More Relevant Advertising Channel Than TV

Both Gen Z (18-19) and Millennials (20-36) are more likely to see social media as a relevant advertising channel than TV, banner ads and streaming video, according to the State of Digital Advertising 2018 report from Adobe Digital Insights (ADI). That stands in stark...

Influencer Content Sways Youth Who Engage With It: 4 Insights

Influencer Content Sways Youth Who Engage With It: 4 Insights

Influencer content is likely to find a trusting youth audience, per results from a study by Fullscreen and Shareablee. In fact, almost 4 in 10 18-34-year-olds are more likely to trust what an influencer says about a brand than what the brand says about itself,...

Agencies Say Research Can Improve the Pitch Process

Agencies Say Research Can Improve the Pitch Process

Only 1 in 4 ad agency professionals are satisfied with the pitch process, per results from a Provoke Insights survey [download page]. Client-side marketers surveyed as part of the report feel that creativity and a true understanding of the company's goals and...

Video Ad Engagement Benchmarks in 2017

Video Ad Engagement Benchmarks in 2017

Video ad click-through rates fell last year, but completion and viewability rates both improved, as did the fraud rate, per Extreme Reach data. The firm analyzed billions of video ad impressions across desktop, mobile, and connected TV from 2015 through 2017 to...

How Frequently Do People Use Social Platforms?

How Frequently Do People Use Social Platforms?

About 7 in 10 American adults report being online "almost constantly" (26%) or "several times a day" (43%), according to recent data from the Pew Research Center. Many of those are likely spending their online time visiting social media platforms, judging by new...

Google Shopping in 2017: 4 Insights

Google Shopping in 2017: 4 Insights

US retailers are prioritizing Google Shopping ads over text ads, according to the 2018 Google Shopping Benchmarks Report [registration page] from Sidecar. Based on an analysis of more than 300 US retailers' activity in 2017, the report notes that ad spending across...

These Ad Units Proved to be Most Viewable in H2 2017

These Ad Units Proved to be Most Viewable in H2 2017

The average viewability rate for desktop display ads in the US was 54.7% during the second half of 2017, on par with the first half of the year, reports Integral Ad Science (IAS). The Media Quality Report H2 2017 [download page] indicates that viewability remains...

Consumers Still Prefer Print Over Digital Coupons

Consumers Still Prefer Print Over Digital Coupons

About half (48%) of adults in the US agree that they prefer to get coupons in the mail, a figure that has risen in each of the past 2 years, according to Valassis's latest annual survey [download page] of coupon usage. There's also been upward movement in the share of...

These Brands Have Made the Strongest Impression on Women

These Brands Have Made the Strongest Impression on Women

Given women's purchasing power in the US, brands want to make a good impression. So which brands do best? YouGov released its latest BrandIndex rankings, finding that Band-Aid has the best perception among women. To arrive at its conclusion YouGov tested more than...

What’s the Latest With the Video Ad Experience?

What’s the Latest With the Video Ad Experience?

Media buying decision-makers view the consumer experience as the biggest challenge facing video advertising today. So what's the state of the ad experience - as measured by ad loads and repetition? The latest quarterly Video Monetization report from FreeWheel offers...

Here Are the Universal Search Integrations You See Most on Mobile

Here Are the Universal Search Integrations You See Most on Mobile

Google shows an average of only 8.5 organic results on the first page of its US mobile searches, and just 8.7 on desktop searches, according to a study from Searchmetrics [download page]. The firm argues that marketers have a big opportunity to be featured on the...

Free Download: The Benefits of Direct Mail

Free Download: The Benefits of Direct Mail

Spending trends suggest that direct mail is experiencing a resurgence, as both B2B and B2C marketers tout its effectiveness. In this new deck [download page], sponsored by Gunderson Direct, discover 10 key charts and data points highlighting the benefits of direct...

Apple’s Ranked the Most “Intimate” Brand in the US

Apple’s Ranked the Most “Intimate” Brand in the US

Move over Amazon. The retail giant might be the most reputable company in the US, but Apple is the brand that inspires the strongest emotional bond with US adults, according to a new study from MBLM. The ranking is derived from a survey of 3,000 US adults, who...

Few Tech Companies Figure Among America’s Most Reputable

Few Tech Companies Figure Among America’s Most Reputable

Tech companies might dominate the list of America's most valuable brands, but they don't have quite the same impact when it comes to reputation factors. In fact, only one of the top 10 most reputable companies in the US is a tech brand, according to the latest annual...

Smart Speaker Owners Are Becoming More Comfortable Making Purchases

Smart Speaker Owners Are Becoming More Comfortable Making Purchases

Shopping may not yet be a mainstream Smart Speaker activity, but there are indications that it's becoming more widespread. In a new presentation [download page], comScore reveals that 30% of Smart Speaker owners have purchased an item online using their device, and...

Podcast Audiences Continue to Grow: Almost Half Have Listened

Podcast Audiences Continue to Grow: Almost Half Have Listened

The popularity of online audio continues to rise. Some 64% of Americans aged 12 and older this year report listening to online audio on a monthly basis, and 89% of those listeners (57% of respondents overall) listen on a weekly basis, according to the latest edition...

Pay-TV Subscriber Losses Widen in 2017 As Cord-Cutting Accelerates

Pay-TV Subscriber Losses Widen in 2017 As Cord-Cutting Accelerates

The top pay-TV providers in the US - representing about 95% of the market - lost 1.6% of their subscribers last year, double their attrition rate from 2016 (0.8%), reports the Leichtman Research Group (LRG). And that's even when factoring in newer so-called skinny...

Improving Engagement is Marketers’ Top Email Priority

Improving Engagement is Marketers’ Top Email Priority

Marketers continue to focus on subscriber engagement as their top email priority, as they have for some time now. Indeed, new research from Ascend2 [download page] finds that improving engagement is the top priority for an email marketing strategy among survey...

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