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These Are Perceived to be the World’s Most Innovative Market Research Suppliers in 2023
Last year’s #1 brand tumbled to the 18th spot this year. Which supplier took its place?
What Are B2B Content Marketers’ Biggest Challenges?
It’s not about creating enough content, it’s about creating the right content.
Which Metrics Are Most Useful for PR Teams?
Increasing the value of PR is based on producing measurable results and tying activities to business initiatives.
Is AI in Search Changing B2B Content Strategies?
Some are sharpening their focus on user intent/answering questions.
What Business Goals Are Driving ABM Investments?
The most commonly cited goals are to create wider engagement with the ideal customer profile and to improve win rates.
Is the Economic Environment Affecting SMBs’ Planned Tech Investments?
About one-quarter of SMBs said they’ve cut their tech investments or plan to do so in the next 6 months.
Support Wanes for Businesses Taking A Stance on Current Events
Some 41% of adults think that businesses should take a public stand, down from 48% last year.
3 in 4 Adults Feel They Have Little to No Control Over Their Personal Data
84% are worried about companies selling their information to others without them knowing.
YouTube Takes the Lead in Teens’ Daily Video Consumption
Cable TV accounts for less than 5% of teens’ daily video viewing time, which is less than is dedicated to Amazon Prime.
How Do Full Service Research Suppliers Feel About Generative AI?
While most are using or trying AI, few believe it will have a major positive impact on primary research execution.
B2B Tech Decision-Makers Look for Content to Inform Them of Industry Trends
B2B tech buying decision-makers are reading industry newsletters almost to the same extent as B2B news publications.
Growth in Free Streaming Viewing Could be Impacting Other Platforms
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.
From Data to Insights. What’s the Timeline?
About one-quarter of senior marketers say they have access to real-time insights.
Advertisers Estimate Wrong Ad Creative Served to Wrong Consumers About 25% of the Time
Correcting this could increase ROI by an estimated 29%, according to advertisers.
A Lot of Data Goes into an Omnichannel Measurement
Omnichannel and strategy decision-makers foresee an increase in investment in omnichannel intelligence platforms.
SMBs Are Feeling Better About Their Marketing
Fewer than half (46%) are concerned about marketing their business’ products and services effectively.
6 in 10 B2B Marketers Say Content Has Helped Them Generate Sales and Revenue
Top performers – who have been even more successful in generating sales from content – attribute their effectiveness to knowing their audience.
The Top Challenges of Using Retail Media Networks
Despite previous indications that advertisers were using RMNs for more than lower-funnel objectives, that’s the main challenge cited in this study.
Digital Commerce M&A Is Regaining Some Momentum
Transactions have grown now for 3 consecutive quarters.
The US Neared 100 Million Paid Music Subscriptions in H1
Meanwhile, physical music revenues reached their highest level in a decade.
Halloween Retail Spending Forecast to Reach Yet Another High
A record share (73%) of adults plan to celebrate Halloween this year.
Mobile Banking Apps Popular with Youth
6 in 10 Gen Z adults prefer interacting with their bank via mobile app.
Teens’ Social Media Preferences Remain Intact, with TikTok Leading
Monthly engagement is highest with Instagram, though.
What Skills Are Most Important for Strategists?
Strategists believe their biggest opportunity is to work on upstream business insights.
US Online Shoppers Lag in Cross-Border Shopping
American shoppers are more likely than others to want to support their own economy.
Streaming Overload? Some Feel Cable Was Easier.
Some 36% of streaming video services users agree that watching shows was easier when they only had cable.
Most B2B Tech Decision-Makers Are Sometimes Disappointed by the Value of Gated Content
The most commonly cited reason for being disappointed with B2B content is that it’s too general.
The US Hispanic Population Continues to Grow Quickly
Multicultural Americans will account for close to 46% of the population by 2029.
DE&I Initiatives Are Waning, US CMOs Say
Spending growth on DE&I initiatives is down, and CMOs are reporting less payoffs from their initiatives.
Consumers Report Drop in TV & Video Services, Spending
The number of paid sources used declined from 6 months earlier.
Eco-Conscious FMCG Shoppers on the Rebound
The most sustainable shoppers in FMCG could account for $1 trillion in spending in 5 years’ time.
What Kinds of Personalized Experiences Do Consumers Want?
Personalized offers and discounts are the most appealing.
Which Core B2B Marketing Responsibilities Have Most Increased in Importance?
More than 6 in 10 B2B marketing leaders report a shift from a sales-owned to a marketing-owned customer relationship.
Trust in Retailers is Worth A Lot, Online Shoppers Say
Data security is a key driver of trust, but sizable portions of youth report having had their personal information compromised in a breach.
Youth See Potential for AI as Online Shopping Aid
The principal benefits of AI assistants are perceived to be in helping with product discovery and making online shopping more convenient.
Some Americans Are Putting Off Major Purchases
Almost 3 in 10 have put off shopping for an automobile and will wait some time before resuming their search.
These Are Enterprise Organizations’ Top Digital Advertising Priorities
Marketers are struggling to unify their creative and paid media teams, and are making this a priority over the coming year.
B2B Buyers Are Frequent Online Shoppers, Come to Supplier Sites Prepared
More than one-third grade their recent research and purchase experiences at supplier sites as an A.
US Median Household Income Fell Last Year
The top 5% of households accounted for almost one-quarter (23.5% share) of aggregate income last year.
Digital Accounted for One-Third of Growing Out-of-Home Ad Spend in Q2
OOH ad spend continued its ascent, posting the second-largest Q2 on record.
Hispanic Adults’ TV Time Shifts to Streaming
Hispanic audiences spent slightly more time watching YouTube than cable TV in July.
Commerce Media Decision-Makers Report Strong ROI
Almost 9 in 10 agree that advertisers demand more transparency with first-party data than their organization wants to offer.
Most US CMOs See Increased Rivalry for Customers on the Horizon
More CMOs now see the emergence of new global competitors as a growing threat than the emergence of new domestic competitors.
Agencies Report Negative Impact of the Economy, Say Obtaining New Business is Harder
It’s a tough environment for agencies this year, with 58% saying they’ve found it harder to obtain new business.
US Influencer Marketing Industry Growth to Slow This Year, But Remain Buoyant
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%.
Direct Mail Marketers Report Integration Efforts
The leading reason why marketers will increase their spending on direct mail is the improved ability to activate omnichannel campaigns.
US CMOs Are Feeling More Pressure from CFOs
More than 6 in 10 say it’s challenging for senior marketing leaders to demonstrate the impact of marketing actions on financial outcomes.
Here’s What Consumers Say Impacts Their Loyalty to Brands
The leading reason why consumers would switch brands is due to product quality, but better deals and experiences would also sway many.
Most Enterprise Marketers Aren’t Too Concerned About Display Ad Fraud
Ad fraud is the lowest on the list of digital display ad challenges cited by marketers at larger companies.
SVOD Services Now Rival Live TV As Default TV Viewing Option
TV viewers are continuing to favor online sources over set-top boxes as their viewing default – and the gap is widening.
Do “American-Made” Products Matter to US Adults?
Two-thirds feel that American-made products are better quality.
How Popular Are Music Festivals?
Almost 6 in 10 adults ages 30-44 have been to a music festival either multiple times (37%) or once (22%).
What’s the State of the Marketing-Finance Relationship?
The biggest factors restraining better marketing-finance alignment include metrics/goals and priorities/incentives.
Future Commerce Media Plans Feature Tech Provider Changes
Slightly more than half are considering bringing their tech in-house, and many are also thinking about switching providers.
Social Media Marketers Seek to Quantify the Revenue Impact of Engagement Metrics
Social media marketers are tracking engagement more than any other metric.
The Public Maintains a Poor Perception of the Advertising and PR Industry
Only 1 in 4 American adults has a positive view of the advertising and PR industry, the lowest figure yet.
2023’s Top Brands Ranked by Customer Loyalty
Apple remains at the top, while X (formerly Twitter) suffers a big fall.
As RMN Ad Spend Grows, What Are Buyers’ Main Reasons for Investing?
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.
Marketers Sour on “X”
X’s brand safety risks appear to be a big turnoff for social media buyers and planners.
B2B Marketing Managers See Customer-Centricity as Path to Maximized Budgets
Identifying and reaching target audiences will maximize ROI, and AI might help with that task.
Brand… Performance… Both?
Some 77% of CMOs agree that they need to recommit to brand. But 75% also agree that they need to double down on performance.
What’s the Outlook for Media Budgets Next Year?
There’s strong positive momentum for online video ad spending, with social media also forecast for increases.
Most Enterprise Marketers Are Using AI in Their Email Campaigns
AI is being heralded for its potential use in content personalization.
Marketplaces Gain Foothold with US B2B Buyers
Marketplaces are a highly used channel by buyers for both product discovery and purchasing.
US Digital Ad Spend Growth Forecast to Slow This Year
Travel and Retail are expected to emerge as the industries with the fastest rates of digital ad spend growth.
Did Marketers Follow Through on Their Media Budget Plans for This Year?
Certainly not for the metaverse.
Utilization of MarTech Stack Capabilities Drops Again
The biggest obstacle to greater martech utilization is the complexity/sprawl of organizations’ current marketing technology ecosystems.
YouTube Continues to Have Strong Appeal with Teens
YouTube is favored more by teen boys than girls, with the opposite true of TikTok.
CMOs Less Likely to See Barriers to Sustainability
Some 81% of senior marketers agree that their business will undergo a fundamental pivot in response to climate change.
These Industries Are Expected to Be the Biggest Spenders on Ads Next Year
The Retail industry will continue to be the biggest spender on advertising, but it will have one of the slowest rates of growth.
US Adults Are Finding TikTok Far More Engaging Than Facebook
Despite a much smaller user base, a forecast calls for total daily minutes spent by US adults with TikTok to exceed those spent with Facebook.
Almost 9 in 10 CMOs Around the World Agree That Brands Are Built Through Experiences
Some 84% believe that every aspect of the customer journey can and should tell the brand story.
Marketers Are Using Direct Mail Mostly for Customer Acquisition, Say Overall Performance is Improving
The ability to integrate with digital campaigns is one of the leading advantages of direct mail.
Consumers Are Wary of Greater AI Use by Brands and Advertisers
Consumers would distrust rather than trust TV ads more if they made wider use of AI.
Here’s How Entertainment and Communications Time Stacked Up Last Year
Last year, Americans spent as much time visiting retail sites and apps as they did news sites and apps.
Here’s How Global Ad Spend is Expected to Shake Out by Medium This Year
Global ad spending is expected to top $1 trillion next year, with 5 media owners alone vacuuming up more than half of that spend.
4 Points About the State of Streaming
YouTube now accounts for more CTV streaming hours than Netflix, while ad-supported services are more popular than non-ad-supported ones.
Organizations’ Generative AI Use Most Prevalent in Marketing and Sales
About 1 in 7 (14% of) organizations are regularly using generative AI in marketing and sales.
What Are the Most Important Features of a Social Media Platform for Marketing and Advertising?
Community engagement and interaction features are important to marketers.
Americans’ Alcohol Preferences Remain Relatively Steady, Though Liquor Overtakes Wine
Middle-aged Americans are equally as likely to consume liquor as beer the most.
Exclusive Content Proves A Big Draw for SVOD Subscriptions
SVOD is a more preferred source of entertainment than live TV among the US adult population.
Vast Majority of Companies Say They’re Measuring the Performance of Their Content
Most marketers report looking at their content marketing performance data on at least a weekly basis.
B2B Event Organizers Prioritizing Attendance and Engagement
More than 7 in 10 organizers agree that their leadership team and C-suite support their in-person event strategy.
Viewers Becoming Familiar with Shoppable TV Ads
More than one-third of viewers who recall seeing QR codes in TV ads say they interacted with them.
What Might Make A Consumer Choose the More Expensive Food & Drink Product?
Almost 3 in 4 consumers would buy a more expensive food and drink product over a cheaper alternative if it came from a trusted brand.
Creative’s Still the Biggest Driver of Sales, Analysis Finds, but Brand’s Influence Rises
Brand and targeting are having more of an impact on short-term sales effectiveness, while the influence of reach is waning.
Use of Humor in Advertising Steadies
More than half of radio ads analyzed contain humorous elements, about twice the share of digital ads.
Improved B2B Marketing and Sales Alignment Bodes Well for Growth
B2B marketers and salespeople say their top priority to drive growth this year is to improve alignment.
Conversations About Brands Tend to Be More Positive When Face-to-Face Than on Social Media
Almost one-quarter of major brands are experiencing political polarization, judging by net sentiment in conversations about them.
TV Viewers Continue to Prefer Ad-Supported Platforms
Roughly 6 in 10 would rather save $4-5 off their subscription than pay that money to avoid ads.
Facebook Deemed to Deliver Highest ROI for SMBs
Direct mail is also among the most-used and highly-touted advertising channels.
Growth of Commercial MarTech Use Spurs More Replacements
Almost 90% of those who replaced one or more tools chose a commercial application as the replacement.
SMBs Struggling with Customer Acquisition; Hope to Improve Social Media Marketing Skills
The challenge that requires the most time and attention from SMBs is attracting new customers.
Primary Goal of CTV Advertising is Brand Awareness; Funding Sources Shift
Some 24% say that in-house performance teams are primarily responsible for CTV marketing, up from 13% share last year.
Retailers Diversify into New Revenue Streams
More than 9 in 10 are already offering – or plan to offer – paid loyalty programs.
What Do Ad Loads Look Like in Podcasts?
Ad time takes up about 6% of a podcast episode, but figures vary by show popularity, genre, and length.
Consumers Trust Reviews Far More Than Influencers
More than twice as many adults distrust information from influencers as trust it.
Which Instagram Features Do Its Young Users Prefer?
Some 52% of Millennials report using Instagram every day.
Shoppers Say They Pay Attention to RMN Ads
About 9 in 10 RMN shoppers surveyed claim to pay attention to at least one type of retail media ad.