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B2B Buyers Say Research & Data Are Key Factors in Content Shareability, Memorability
B2B buyers want short content that uses research and data to support claims.
US Ad Viewability Rates Improve for Display, Decline for Video
It was a mixed bag for viewability in the US, but brand risk improved considerably.
Just How Big is Netflix’s Reach?
Netflix could have three-quarters of a billion viewers tuning in monthly by 2025.
8 in 10 Marketers Plan Changes to Their MarTech Stack This Year
Marketers plan to invest in customer data platforms and segmentation and targeting solutions.
What’s the Optimal Approach to Content-Led Advertising?
Advertisers think content-led campaigns are best for brand engagement, while agencies see the benefits of changing perceptions.
Journalists Reveal What Makes A Story Shareable
Infographics and exclusive data help move the needle.
Youth Enjoy Following Video Game Companies on Social Media
Tech companies are also popular, being the leading type among the 25-34 and 35-44 age brackets.
Retailers Worry About Rising Customer Acquisition Costs as Paid Social KPIs Decline
About 3 in 4 retailers surveyed said that their KPIs in paid social have declined after the latest changes in iOS 14/15.
Consumers’ Easter-Related Spending Expected to Dip
More people are planning an in-person celebration this year.
US Household Wealth Update: Baby Boomers Still Control Half; Gen X Share Rising
Millennials’ share of US household wealth, while small, has jumped recently.
In Which Areas Are Marketers Using Their Automation Tools?
1 in 3 are in the market for a new marketing automation tool in the coming year.
The B2B Exhibition Industry Improved Again in Q4 as 7 in 8 In-Person Events Went Ahead as Planned
Of the events that were canceled, 3 in 4 instead offered digital events.
Half of Millennials Have Tried A CBD Product
Millennials eye the mental health benefits of CBD use more than other adults.
Advertisers Rate Their Most Effective Media Types Across Upper- and Lower-Funnel Goals
Digital video is perceived to be a strong performer, particularly in the early stages of the funnel.
What Do People Want Brands to do About the War in Ukraine?
There is less need to voice support than to offer tangible assistance to humanitarian efforts, people say.
What’s Buzzy in the World of Market Research?
The insights community is still buzzing about storytelling and data visualization.
Gen Zers Are Most Likely to Recommend These CPG Brands
Doritos, Dove (Skincare), Hershey, M&M’s, and Reese’s were on the top 10 lists for Gen X, Gen Y, and Gen Z.
Global Box Office Revenues Rise in 2021, but Remain Well Below Pre-Pandemic Levels
Despite a rebound last year, global box office revenues are about half of what they were before the pandemic.
Youths’ Most Indispensable TV Sources Are All Streaming Services
For the first time, Netflix is on top among the older bracket too.
Analysis: Type of B2B Content Consumed May Signal Purchase Intent Timeline
Information-heavy content types are associated with a greater likelihood for an immediate buying decision.
CMOs and Brand Managers Have A Host of Concerns on Their Minds
But worries around ROI and ROMI remain paramount.
Forecast: Fewer Than Half of US Households to Have Traditional Pay-TV Next Year
By 2026, only slightly more than 4 in 10 US households are forecast to have a traditional pay-TV subscription.
Digital Coupon Prints Up in 2021 as Print Distributions Continue Declines
There remains a large gap in print distributions and digital prints/clips, though, with the former around 18 times larger than the latter.
What Content Marketing Topics Were People Searching for Last Year?
Content marketing strategy remains a sought-after topic, though it appears to have declined a little in importance.
These Brands Got the Most Love in Word-of-Mouth Conversations in 2021
2020’s top brands for online and offline word-of-mouth were both replaced in the latest rankings.
The Number of Paid Music Subscriptions in the US Grew by >10% Last Year
Physical product revenues made a comeback, with vinyl hitting a mark not seen in 35 years.
US Retail Sales Forecast to Grow by 6-8% This Year
Non-store and online sales are expected to grow by 11-13%.
Half of Social Media Users Claim Increased Likelihood to Click on an Ad if in a Good Mood
Half of social media users surveyed agree that they get overwhelmed by negative content online, including 54% of Millennials.
The Number of Esports Sponsorship Deals is Climbing Quickly
The number of publicly announced esports sponsorships deals reached 2,254 last year.
As Marketing’s Importance Rises, CMOs Plan Budget Expansion
Marketing spending reportedly grew by 10.3% over the prior year, the first time in the survey’s 10-year history that a double-digit growth rate has been achieved.
Consumers Say Their Favorite Brands Reward Them for Their Loyalty
There’s been a substantial increase in the share of consumers who would feel closer to a brand if it provided extra value to them to stay loyal.
People Are Watching Movies More Frequently Through Streaming Subscriptions Than Pay-TV
Almost half of US adults reported watching movies through online subscriptions either every day or several times a week.
OTC Healthcare Ad Spend to Keep Growing This Year and Next: Shift to Digital Continues
OTC brands are expected to allocate 49% of their ad budgets to digital by 2023.
Here Are the Most “Relevant” Brands in the US in 2022
Apple retains the top spot, yet again.
B2B Marketers Open to New Opportunities; Training Could Improve Retention
A majority of B2B marketing managers paying for training do so for employee retention and satisfaction.
B2B Marketers Plan Upgrades to Support Channel Partner Programs
Partner training/learning management solutions are popular, as are channel incentives and program management.
Brand Reputation Matters in Online Purchase Decisions
When researching a company before buying from it, US consumers are most likely to be found seeking information about product quality.
Apple’s Mail Privacy Protection (MPP) Impacting Email Efforts in a Variety of Ways
Some 39% say that MPP is already having a significant impact on their company, while another 50% believe it will within the next 1-12 months.
Spending on Mobile Subscription Apps Soared in 2021
Spending on the top 100 non-game subscription apps by revenue was almost 3 times higher on the App Store than on Google Play.
Here’s How CMOs Are Going About Improving Digital Marketing Performance
Investments in data analytics have soared over the past year.
Analysis Suggests More Channels Equals More Sales for B2B Companies
B2B customers report using 10 distinct channels to interact with suppliers over their decision journeys, up from 5 in 2016.
What Does it Mean for an Organization to be “Data Driven?”
A critical indicator of a data-driven organization is a high level of trust in the quality of data.
Linear TV Enjoys Slight Bounce Back in the US
44% of respondents last year said they saw themselves watching linear TV in 5 years, up from 34% the year prior.
How Many Social Media Users Engage with Sponsored Posts?
Messaging services are also emerging as channels for brand interaction.
How Can Marketers Gain Their Customers’ Data Privacy Trust?
95% of marketers do not believe that consumers carefully read privacy notices.
Concern over the Environmental Impact of Marketing Activities Seems to Wane
Fewer than 1 in 5 marketers say they’re adopting climate-related goals in marketing.
The Pandemic E-Commerce Bump Notwithstanding, People Still Prefer Shopping In Stores
The top reason US adults give for shopping in store is enjoyment.
Who Plays Mobile Games in the US and Canada?
Adults over the age of 45 are the single largest mobile gamer segment, though they’re not the biggest spenders on average.
Young E-Commerce Shoppers Say They’d Pay A Premium for an Improved Online Experience
6 in 10 Gen Z online shoppers claimed they would pay more to find products quicker.
Revenue Marketing Priority in 2022: Improving Conversion Rates
B2B marketers are also hoping to generate more leads and to focus on quality.
Study Says Post Engagement Rates on TikTok Far Outperform Other Platforms
Not only that, but the gap looks like it’s widening.
Social Media Users Want Content Creators to be Funny and Trustworthy
Social media users prefer to follow creators who post mostly funny/parody content than those who post mostly serious content.
Interest in NFTs, Metaverse Led by Men, Youth
7 in 10 male consumers surveyed claim to have heard of NFTs, compared to 43% of female respondents.
B2B Marketers Point to Lead Quality Challenges, but Admit Need for More Quantity Too
3 in 4 say they need to generate more leads in the next year to meet their goals.
In the Trust Stakes, Word-of-Mouth Beats Websites, Which in Turn Top Ads
Millennials and Gen Xers seem to be the most trusting of word-of-mouth and online reviews.
B2B Marketers Set Their Demand Gen Priorities for 2022
About 3 in 10 B2B marketers want to increase their revenue by more than 20% this year.
Digital Ad Spend Forecast to Double Linear TV This Year
Digital is expected to account for 55.5% of total global ad spend in 2022.
Almost 1 in 4 US Adults Get News from Podcasts
Younger adults are the most likely to get news from podcasts.
More Than 1 in 3 US Adults Are Following A Diet
About 1 in 5 US adults surveyed follow a meat reduction diet.
Brand Post Engagement Rate Benchmarks for Facebook, Instagram, and Twitter
The median post engagement rate on Instagram across all industries analyzed is 0.67%.
B2B Marketers Continue to Point to Webinars as a Critical Demand Gen Tactic
The majority of B2B marketers surveyed say that marketing-generated leads account for more than 10% of firm revenues.
1 in 3 B2B Companies Are Using Manual Processes to Move Sales and Marketing Data Across Tools
Only about 4 in 10 B2B sales and marketing leaders rate sales and marketing alignment in their organizations as very good or excellent.
How Sellers Aim to Grow Their Businesses on Amazon This Year
Many Amazon sellers plan to launch new products this year.
Americans’ Screen Time Activities Evolve Away from TV & Movies
3 in 10 Americans are spending less time watching traditional TV and movies because of other screen options.
Here’s What B2B Marketers Want Out of Their Content Efforts
Creating brand awareness is the most cited purpose of content marketing.
With Gaming on the Rise, What’s Motivating Players?
7 in 10 gamers play for stress relief or escapism.
Here’s Why People Share Content Publicly on Social Media
About half of adults share content on social media to make others laugh.
Privacy Changes Impacting Programmatic Strategies; Decision-Makers Show Various Responses
Testing is expected to be one of the most impacted programmatic ad strategies.
Growth in Streaming Video Viewing Slows in Q4 2021
Time spent viewing streaming video only grew by 7% y-o-y during the last quarter of 2021.
6 Stats on Consumer Attitudes to the Metaverse
Fewer than 4 in 10 US adults are familiar with the metaverse.
Marketers Report Similar Email Conversion Rates on Mobile as on Desktop
However, open rates tend to be higher on mobile.
How Many Site Visitors Can You Expect from A Podcast Campaign?
The average conversion rate for podcast campaigns rose to 1.42% in Q4 2021.
Humorous Ads Are on the Decline; Most Common on TV
Only one-third of ads across media incorporate some sort of humor.
Content Marketers Want to Create More Content. What Would They Do with More Resources?
About one-third of marketers surveyed would like to produce twice as much content as they are currently.
Here’s How Execs Are Experimenting with AI in Digital Marketing
Marketers are experimenting with the use of AI to personalize channel experiences.
Next Year Facebook is Forecast to Have More Gen Z Than Baby Boomer Users in the US
By next year, some 34.7 million US Gen Zers are expected to use Facebook at least monthly.
Youth Seem Hard to Please in Their Customer Interactions
Fewer than half of Gen Zers are satisfied with their interactions with retail companies.
Millennials Show Less Loyalty Than Others to Vehicle Brands
More than one-third of Millennial auto intenders are thinking of buying a vehicle from a manufacturer that is new to them.
Video Subscription Penetration Rises, with Growth Led by Ad-Supported Platforms
85% of US households had at least one subscription video service in Q4 2021.
![Super Bowl 2022 Data [Updated]](https://www.marketingcharts.com/wp-content/uploads/2022/02/AcuityAds-10-Most-Viewed-Super-Bowl-56-Video-Ads-Feb2022-300x168.png)
Super Bowl 2022 Data [Updated]
A look at Super Bowl viewership and advertising.
Consumers’ Spending Trends in 2022: Disposable Spending Expected to Dip
Consumers are increasing their focus on the necessities.
Marketers Aren’t Yet Confident They Have the Data Necessary to Make Effective Decisions
Only 1 in 3 marketers surveyed are confident the quality of their data allows them to make effective decisions.
Few Retail Brands Know How Their Shoppers Are Interacting with Their Sites
Retailers are only able to identify fewer than one-quarter of shoppers viewing products on their site.
Sponsored Brands Ad Format Grabbing More of Amazon Ad Spending
Sponsored Brands accounted for a little more than one-quarter of Amazon ad spending in Q4 2021 among Merkle clients.
AVOD Viewership Continues to Rise
Nearly half of TV viewers use an AVOD service.
Programmatic Video Ad Spending Becoming Big Business
By 2023, spending on programmatic digital video is forecast to overtake spending on linear TV ads.
What Are Millennials’ Financial Goals?
Millennials are gravitating to alternative financial services at a far greater rate than others.
Direct Response Media ROI Benchmarks
Sending letter-sized envelopes to prospect lists is a valuable tool.
Soft Skills Remain Critical in B2B’s Virtual Selling World
6 in 10 sales leaders believe establishing credibility and trustworthiness is an essential virtual selling behavior.
Fewer People Report Using Facebook to Evaluate Local Businesses
Most look to Google to evaluate local businesses.
Many People Say Managing Their Finances is Harder Now Than Pre-Pandemic
Some 4 in 10 US adults report having more difficulty managing their finances than in the past.
US Online Media Spend in 2021 and the Outlook for 2022
Total US online media spending is expected to grow by 16.6% this year.
Marketers Far More Confident Executing In-Person Than Virtual Events
Only about one-third of marketing leaders say they are effective in executing virtual events that deliver value.
Direct Mail Volume Recovers in 2021
US direct mail volume grew by 4.7% over 2020.
Email Engagement Rates Take A Hit as Marketers Worry About Privacy Changes
Marketing leaders are most concerned about data privacy changes in Apple’s iOS 15.
Valentine’s Day Consumer Spending Expected to Rise
Spending on the holiday is expected to reach $23.9 billion this year.
Retailers Bemoan Risk of Digital Experience Experimentation
Consumer behaviors and industry competition are forcing retailers to innovate rapidly.
Advertisers Rank Video the Most Valuable Media Type in Accomplishing Their Goals
Agencies and marketers differ on the importance of linear TV vs. digital video.
Most B2C Marketers to Rely on Tried-and-True Direct Response Channels This Year
6 in 10 B2C senior marketers plan to include email as a direct response channel in their 2022 marketing strategy.
Shoppers: Convenience Matters More for Discovery than Transaction
The majority share of shoppers say convenience matters most when finding products.