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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...

Is Your B2B Content Targeting the Wrong Job Level?

The most successful B2B content marketers prioritize delivering content to the right audience, but do they know who is accessing their content most? Although about two-thirds (64%) of the total audience for B2B content are those individuals with a job level of manager...

4 Points About Lead Generation Landing Pages

About one-third (35.6%) of marketers believe that the average conversion rate for a typical landing page lead generation campaign is between 10-20%. However, a new survey of more than 160 marketing contacts from SmartBrief shows there is often a dichotomy between what...

What Do Marketers Prioritize When Choosing Social Platforms?

Seven in 10 social marketers say that increasing brand awareness is one of their top goals. To help achieve this, more than half (54%) of marketers are prioritizing potential audience reach when considering which social platforms to invest in, per a new report...

3 in 4 Marketing Execs Expect CMOs to Be More Prevalent On Boards

CMOs' roles have changed in scope and importance in the past few years as they take on the responsibilities of customer experience, data analytics and brand. However, very few hold seats as directors on company boards, with a new study [download page] from Spencer...

US Out-of-Home Ad Spend Continued to Grow in 2018

US out-of-home (OOH) revenues experienced a 4.5% year-over-year increase in 2018 to reach a new high of $8 billion, according to figures released by the Out of Home Advertising Association of America (OAAA). The 2018 growth rate represented a step up from comparable...

The 10 Most Valuable Global Retail Brands in 2019

The world’s most valuable retail brands experienced a 33% growth in brand value this year, according to data from BrandZ. Reaching a total of $1.4 trillion, the top 75 most valuable global retail brands saw their worth grow by $339 billion from 2018. BrandZ arrives at...

Captioned Video Ads Show A Lift in Brand Linkage

Advertisers are increasing their video budgets this year, but are they missing out on one key element that could make a difference to audience engagement? A new survey from Verizon Media has found that 7 in 10 (69%) US consumers watch videos without sound in public...

How Are CDPs Helping Enterprise Businesses?

Roughly half (51%) of global enterprise companies are currently using a customer data platform (CDP), with larger enterprise organizations (those with annual revenues of at least $500 million) being more likely than smaller ones (annual revenue of $50-$500 million) to...

Small Businesses Remain Loyal to Facebook Advertising

Good news for Mark Zuckerberg - in the US, small businesses have not wavered in their use of advertising on Facebook, according to a survey by CNBC and SurveyMonkey. More than one-quarter (26%) of the 2,100 small business owners surveyed said they had advertised on...

How Are Email Response Rates Trending?

Email click-through declined for business as usual emails in Q4 2018 on a year-over-year basis, per the latest email and benchmark trends report [download page] from Epsilon. Segmenting the data by industry, financial services (credit cards and banks) had the highest...

Private Marketplace Ad Spend to Soon Exceed Open Exchanges

US advertisers are set to spend close to $16 billion dollars on digital display ads bought in real-time on private marketplaces (PMPs) by 2021, according to the latest forecast from eMarketer. The analysis also predicts that the dollars spent via PMPs will overtake...

More Consumers Are Now Upping Their Spending Than Cutting Back

In the midst of a recession a decade ago, about 3 times more consumers said they had been spending less money (53%) in recent months than those who self-reported spending more (17%). But for the first time since that period, the share of consumers spending more (34%)...

B2B Marketers Expect to Quickly See Results From AI Solutions

The majority (84%) of B2B organizations are in some stage of AI adoption, whether it be planning, evaluating, implementing or currently using AI-powered tools. And half as many (42%) are aware of and using at least some of the AI capabilities that already exist in...

Building A Data Dashboard? Here Are Some Questions to Ask First.

With CMOs in the US using data more than two-fifths of the time in decision making, it’s no wonder that more than half (55%) of marketing influencers say that one of their main objectives for a marketing data dashboard strategy is to improve how marketing makes...

Where Is Social Media Marketing Headed?

Facebook remains the most used social media platform among marketers again this year, but Instagram is gaining in popularity as companies plan to increase their activity on the platform, per the latest annual Social Media Marketing Industry Report [download page] from...

Five Points About Personalization

While very few marketers would dispute the effectiveness of personalization, there are still barriers to being able to personalize at scale, namely the time and cost involved in creating personalized content. A recent survey of more than 1,000 US consumers from...

US Online Ad Revenues Pass $100 Billion Milestone in 2018: 8 Notes

Online ad revenues grew rapidly again this past year, up almost 22% and surpassing a $100 billion milestone to reach $107.5 billion, per the latest revenue report [pdf] from IAB and PwC. Revenues for the 4th quarter grew by about 19.8% year-over-year as the shift to...

How Can Marketers Decrease Wasteful Spending?

Three in 10 marketing professionals say that one of the challenges they are currently facing is wasted marketing spend, per a new report from Albert and Forrester. So, what are marketers doing to turn this around? One approach is considering bringing advertising...

1 in Every 10 Adults in the US Doesn’t Use the Internet

The proportion of US adults who do not use the internet continues its slow decline, per data from the Pew Research Center, as the percentage of the US adult population who do not use the internet has more than halved in fewer than 10 years. Still, 1 in 10 adults...

Increased Amazon Ad Spend Brings Results

Advertisers are reaping the benefits of their increased investments in Amazon Sponsored Brands and Products, per new research [download page] gathered from Merkle clients. While spend on Amazon Sponsored Brands has increased a full 77% year-over-year (YOY) in Q1 2019,...

Mother’s Day Spending Expected to Reach New Peak This Year

Mother’s Day spending is expected to total a record $25 billion this year, says the NRF in a new forecast, representing an 8% increase from last year’s $23.1 billion. Some 84% of American adults are planning to celebrate Mother’s Day (down from 86% in 2018), with...

Strategic Content Marketers Use More Development Aids

More than three-quarters (76%) of organizations say they take a strategic approach to managing content. These organizations are also much more likely to use development aids - such as editorial calendars and formal workflow processes - than those organizations who do...

Does Twitter Engagement Follow the 80/20 Rule?

Fewer than one-quarter (22%) of US adults use Twitter, making it one of the least used of the top social media platforms in the US. Of those who are on Twitter, a mere 10% account for the vast majority of the tweets, per a recent report from Pew Research Center. But...

TikTok: How Fast Is It Growing in the US, And Who’s Using It?

Watch out, there's a new social media kid in town. Taking advantage of the current popularity of short-form mobile videos, made all the rage by the likes of Snapchat and Instagram Stories, TikTok has seen its growth in the US almost quadruple in just one year,...

Which Companies’ Marketing Campaigns Are Sparking Conversation?

Even in the digital age, word-of-mouth still matters and if a brand’s marketing efforts are being talked about, it likely means it’s on the minds of consumers when they are ready to make a purchase decision. Knowing the importance of getting consumers talking about...

Advertisers Plan More Spend Across Online Video Ad Formats

Major advertisers plan to spend 25% more this year on digital video than they did in 2018. And as they invest more in video, advertisers are also expanding the use of newer ad formats such as shorter ads, vertical video ads and Stories, per a new report [PDF] from the...

Consumers Love Amazon, But May Be Questioning Its Ethics

Amazon is no longer the top company for corporate reputation in the eyes of Americans. Dropping to the second position in the most recent Axios Harris Poll of the 100 Most Visible Companies [download page], Amazon still ranks high in areas like growth, products and...

What Do SEO and PPC Agencies Charge?

Around 1 in 5 US agencies offering either SEO (19.7%) or PPC (21.7%) services have a minimum single project spend of more than $5,000, according to the latest Digital Marketing Industry Pricing Survey [download page] from Credo. Search remains a critical channel for...

What Brand Information Sources Do People Trust the Most?

Just one-third (33%) of consumers who rely on advertising for brand information say they trust its messaging, making it the least credible source of information among the options given, according to a recent report [download page] by Kantar Media. In what might likely...

Half of Brands Agree Digital Audio Is A Strong Conversion Medium

Digital audio consumption has continued to rise, with consumers listening to their favorite form of digital audio 8% more between 2017 and 2018, according to a new report [SlideShare] from Adobe. With this steady rise it’s no wonder that nearly three-quarters (74%) of...

Have Consumers Become Apathetic Towards Advertising?

While global consumers' attitudes towards advertising haven’t changed much over the past year, those in the US report being somewhat less bothered by advertising this year than last. About one-third (32%) of the 1,000 US consumers surveyed for a new report [download...

Facebook Says Brands on Instagram Benefit From A Halo Effect

Brands that are not already on Instagram may want to take a closer look at the social media platform, as shoppers have generally positive perceptions about the brands that are there. Individuals interviewed for a global survey by Facebook IQ report that they perceive...

Shoppers Head to Google For Inspiration

Three-quarters of online shoppers say their online purchases are largely pre-planned (20% say they're all pre-planned, 55% say many are pre-planned). Regardless of whether shoppers know what product they want to buy before going online or are just looking for...

Social Networking Platforms’ User Demographics Update 2019

Adults in the US are still using YouTube more than any other social media: close to three-quarters of US adults use the platform, with usage high across demographic groups, according to a study from the Pew Research Center, which provides some updates on social...

Netflix Is Considered The Most Indispensable TV Programming Brand

Almost half (44%) of TV viewers ages 16 and older say that if they could only keep some of the TV networks they have access to, Netflix would be on their list, according to figures [infographic] published by Hub Entertainment Research. This number puts it well above...

Online Shoppers Submit More Photos With Reviews

Close to two-thirds of shoppers (64%) consider ratings and reviews important, along with consumer-submitted Q&A and photos. That's one finding from a report [download page] by Bazaarvoice, which also found that 86% of its client brands and retailers agreed that...

AM/FM Radio Listeners Keep Tuning In

Despite the growing list of listening options available, AM/FM radio remains popular with its listeners. In fact, among the more than 50,000 AM/FM listeners surveyed in the US and Canada for the latest annual TechSurvey report [download page] by Jacobs Media, 16% said...

How Can Marketing and Sales Teams Become Less Siloed?

Virtually all marketers and salespeople (94%) believe they can make marketing and sales teams less siloed, according to figures from the latest report [download page] by Walker Sands. So considering the same report found that more than half (56%) say these two...

These Are 2019’s Most Reputable Companies in the US and Globally

Reputation matters, especially for businesses. After taking a hit last year, corporate reputation in the US has recovered slightly, up 0.8 index points after 2018's 3-point decline, according to a recent report [download page] from the Reputation Institute. As one of...

How Many Search Results Do People Scroll Through on Amazon?

One of the benefits of Amazon is that a shopper is rarely starved for choice. Yet, despite being presented with pages of options during a search, almost half (45%) of shoppers say they typically don't scroll past the second page of results, per a report [download...

Have We Reached “Peak MarTech”?

Marketers are now spoiled for choice when it comes to technology. The latest analysis from ChiefMarTec.com now lists a staggering 7,040 martech solutions on its annual landscape, a number that has typically exhibited double-digit year-over-year growth since its first...

Consumers’ Easter-Related Retail Spending Expected to Remain High

Total consumer spending on Easter is forecast to total $18.1 billion this year, just below last year’s record projection of $18.2 billion, according to the NRF. Some 79% of adults plan to celebrate Easter, somewhat less than last year’s 81%, but they’ll spend just...

What Do CMOs Talk About With Each Other?

Business can be lonely at the top, so it's natural that those in the highest echelons of their organizations will want to look to peers in other firms for questions and guidance. So, what are the most pressing topics that marketers in the C-suite are discussing? The...

Can Online Shoppers Ever Be Satisfied?

Retail marketers face numerous challenges from today's consumers. Brand loyalty is fleeting, growing consumer expectations necessitate investment in customer experience, and shoppers spend more time on Amazon than the other top 10 retailers combined. But consumers'...

America’s Most Loved Brand Is…

What elements go into making a brand that Americans love? For Morning Consult's analysis, it’s a mixture of favorability, trust, community impact and the likelihood that the consumer would promote the brand (Net Promoter Score). This year, Amazon ranked high in all...

B2B Buyers Want More Data and Research in Vendor Content

Around three-quarters (73%) of B2B buyers say they have less time to devote to reading and research, per the results of a study [access page] by Demand Gen Report and ON24. So how can vendors make content more valuable when time is limited? Here are a few actionable...

How Can Brands Make Customers Feel Like Individuals?

While personalization may be a favored tactic of marketers, consumers can feel differently - and in some cases, consider it creepy. Another disconnect exists between marketers and consumers: nearly three-quarters (73%) of consumers believe that brands are struggling...

When Will Advertisers Reach Their First-Party Data Goals?

Almost all (96%) marketers are at least somewhat confident that their first-party data delivers a strong ROI, according to a recent report [download page] from MightyHive. But the majority of marketers anticipate it will take them more than a year to realize their...

Desktop Display Ad Viewability Rates Continue to Improve

Overall desktop display ad viewability rates have improved in the US with programmatic display once again seeing another increase in the second half of 2018, according to Integral Ad Science’s (IAS) media quality report [download page]. The overall desktop display ad...

What Do “Pioneer CMOs” Do Differently to Their Peers?

Virtually all (99%) CEOs and CMOs believe that the function of marketing will change fundamentally over the next three years. So finds the latest survey [pdf] from Accenture, which also found that more than three-quarters of CMOs also believe that the formulas they...

2018 Webinar Benchmarks: 6 Highlights

Webinars have been proven to be a highly valuable content format, especially with B2B buyers. But how do webinars perform? Once again this year ON24 has released its webinar benchmarks, based on an analysis of more than 22,000 webinars (with a minimum of 100...

[New Report] 2019 Hidden Metrics of Email Deliverability

[Sponsored by Return Path] In The 2019 Hidden Metrics of Email Deliverability report, we uncover the benchmarks of seven engagement-based metrics you should be tracking. Read the report to learn: Seven hidden metrics of deliverability, broken out by industry Effects...

Data Shows Email Capture Pop-Ups Convert, But At What Cost?

It's rare that people are happy to encounter a pop-up. Even so, close to 1 in 50 people on average still end up entering in their email address when prompted by a pop-up, according to a report from Sumo, which based on data from the more than 3.2 billion people who...

Baby Boomers Possess the Majority of US Household Wealth

The period since the end of the financial crisis has seen considerable growth in US household wealth, with the total sum expected to exceed $100 trillion by the end of 2019. A new report [download page, purchase required] from Packaged Facts estimates that total US...

Should B2B Marketers Gate Their Content?

Some 44% of B2B companies gate content, but why is that the case? While it’s a safe assumption that it’s about acquiring more leads, there are also other benefits, according to a recent report [download page] from Walker Sands. It's true that close to two-thirds (62%)...

Google Shopping and Paid Search Benchmarks For Retailers in 2018

Some time ago retailers began to receive more of their paid search clicks from shopping ads than from text ads. But as the industry increasingly towards Google Shopping ads, their click-through rate (CTR) have fallen. In fact, CTR for retailers investing in Google...

American Consumers Still Love Paper Coupons

Some 92% of consumers say they have used a coupon at some time, and about half of those (45%) report using coupons either always or very often. Millennials, who have experienced some financial strain, have seen an upswing in the percentage of those who always use...

How Much Have Facebook Algorithm Changes Impacted Publishers?

In January 2018, Facebook announced changes to its algorithm with an expressed intention (per their press release) to “prioritize posts that spark conversation and meaningful interaction between people.” These changes, which made brand and publisher-owned Facebook...

The State of Traditional TV: Updated With Q3 2018 Data

[By MC Editor, JC Lupis] Let's do this again. A quarter-year has passed since our last look at traditional TV viewing, so it's time to explore findings from the latest quarterly Total Audience report [download page] from Nielsen, this time covering data from Q3 2018....

Which Types of B2B Influencer Content Do Buyers Find Valuable?

At a time when B2B leaders say that content spurs buying processes, almost all (97%) respondents to a new survey say they are now placing a higher emphasis on the trustworthiness of the source of information when they are consuming content, according to the latest...

When Does Marketing Cross Over to Creepy and Annoying?

Despite personalization proving successful for the majority of marketers, most people can describe a time when they've been stalked across the internet by something they've looked at online. And according to SmarterHQ’s new report [download page], a "personalized"...

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