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How Advanced Are Marketers in Their CX Personalization?
Just 9% are personalizing CX based on intent/prediction.
People Generally Prefer Watching Movies At Home Than in the Theater
Still, almost 8 in 10 agree that some genres are better experienced in the theater – namely, Action-Adventure.
Do B2B Demand Gen Priorities Differ This Year?
Marketing and sales alignment continues to be key, while there’s less emphasis on nurturing leads to avoid missing opportunities.
Large B2C Advertisers Are Deriving Value from YouTube
Almost half will invest more in creative automation this year, while personalizing creative is a key pain point.
Instagram Reels Garnering High Engagement Rates
Reels outperform other post types on Instagram.
Streaming Subscribers Show Strong Preference for Their Services Over Live TV
Last year, more Americans were Cordless than Corded.
US Offline Media Spend in 2022 and the Outlook for 2023
US offline media spending grew by 4.2% year-over-year in 2022, but will inch down this year.
Mobile’s Role Grows As US E-Commerce Hits New Heights
Mobile’s share of digital commerce grew to 38% in Q4, as total e-commerce sales surpassed the $1T mark in 2022.
Which Demographic Groups Are the Highest-Indexing Among Podcast Listeners?
The podcast audience tends to be diverse, affluent, and highly educated.
B2B Marketers Remain Enamored with Content Marketing
Content marketing is considered to be the channel that produces leads with the highest ROI.
Direct Mail Volume Inched Up in 2022
It might take time for direct mail volumes to recover to pre-pandemic levels, if they ever do.
Digital Commerce M&A Levels “Normalize,” Remain Elevated vs. Pre-Pandemic
2022 finished with a deal count 9% lower than the record pace of 2021, but still higher than pre-pandemic levels.
Super Bowl 2023 Data [Updated]
Which brands and ads won the Super Bowl? It depends…
Subscription Business Benchmarks in 2022: 6 Key Points to Know
Shorter free trial periods that require billing information tend to convert better.
Digital Video Forecast to Overtake Traditional TV in Viewing Time This Year
Social video is a key contributor to growing digital video time.
Consumers Eye Discretionary Spending Cutbacks
Consumers will spend more on Consumer Goods but less on Leisure & Lifestyle.
Data Clean Room Tech Users Satisfied So Far
Two-thirds say they’re very or somewhat satisfied with the technology.
1 Trillion On-Demand Audio Streams in 2022
The number of US on-demand audio streams grew by 12.1% last year.
Social Audio Services Slow to Catch On
More than 3 in 4 US adults have never used a live audio service like Clubhouse or Twitter Spaces.
How Long Does It Take to Implement A CRM Tool?
HubSpot appears to be a bit quicker than Salesforce, according to this report.
US Online Media Spend in 2022 and the Outlook for 2023
Total US online media spending is expected to grow by 10.8% this year, capturing 6 in 10 media ad dollars.
The Most Impactful Trends of 2023, per Agencies
Short-form video is again considered the most important this year, while story-driven visualization is rising up the ranks.
Radio Remains the Top Media Choice in the Car
Almost two-thirds say they listen to OTA radio all or most times when driving.
Valentine’s Day Consumer Spending Expected to Expand
Adults ages 35-44 are expected to spend the most, averaging more than $335 per celebrant.
Marketers Are Keeping An Eye on These Consumer Trends
Video-based consumer trends are capturing marketers’ attention.
B2C and B2B Customers Expect Personalized Content at Different Stages of the Purchase Journey
Two-thirds of B2B customers expect the same or better personalization in their professional lives compared to their personal lives.
Where Are B2B Marketers Seeing Success with Chatbots for Demand Gen?
B2B marketers are using chatbots to better understand their audiences and to generate new leads.
Personal Data: What Will Consumers Share for, and What Goes Overboard?
The vast majority will trade their data for discounts and coupons as well as for loyalty rewards.
US Video Streaming Market Returned to Growth in Q4, but SVOD Contraction Continues
Netflix AVOD may not have had quite the launch the service was hoping for.
Retailers Appear to be Shifting Dollars from Social to Search
Two-thirds of respondents said that their KPIs in paid social declined to some extent in 2022.
Entertainment is About A Lot More Than Premium TV for Young People
The 13-24 age group reports spending more time gaming than watching TV shows.
82% of Marketers Say Content’s Importance As a Revenue Driver Has Grown
Almost 6 in 10 expect their content budgets to grow this year.
Trust Still Relies on Reliability and Transparency
There’s skepticism about business leaders’ ethics, but they’re still encouraged to speak out about societal issues.
Consumers Want to Feel Appreciated by Brands
There has been significant growth in the share of consumers who favor messaging that treats them like a VIP.
Consumers Say Digital Ads’ Relevance is Climbing, as Is Their Likelihood to Click on Them
56% of US adults say they are very or somewhat likely to click through on a digital ad relevant to their interests.
High-Growth Professional Services Firms Use Their Marketing Teams in a Wider Variety of Functions
High-growth firms’ marketing teams are heavily involved in implementing strategies for growth and profitability.
What Types of Content Appeal to Technical Audiences on LinkedIn?
Technical buyers show a strong appetite for research data.
Some US Consumers Are Socially Engaged but Not Changing Their Purchase Behavior
1 in 4 are engaged in social-political issues but haven’t yet acted with their purchases or investments.
Consumers Say Businesses Can Do More to Address Societal Issues, but Acknowledge Risk
Most say brands should pull advertising dollars from platforms that spread misinformation.
B2C Marketers Say Their Media Strategies Are Far More Focused on Acquisition Than Retention
Two-thirds say that media marketing and advertising can make an impact on acquisition, and just 1 in 4 on retention.
Tech Ownership, Engagement Are High Among Adults Ages 50 and Older
By 2030, the 50+ consumer is expected to spend $120.2 billion on tech.
Listeners Say They’ll Take Their Podcasts with Video
Podcasts appear to be evolving to a video-based medium as opposed to an audio-only one.
9 in 10 Media Agency Pros Recommend Clients Try New Digital Media Channels
Agencies recommend their clients spend more on retail media this year, but also see costs rising.
Who Do We See and Hear in TV & Video Ads?
Marketers’ obsession with youth is certainly prevalent in video ads.
CMOs Look to Hire Growth Marketers Amid Market Pressures
Paid media and social commerce professionals are also in demand.
The Public’s Trust in Advertising Practitioners Improves, Remains Low
Just 15% of adults rate advertising practitioners’ honesty and ethics as “high” or “very high.”
What Data Do Marketers Use for Personalization – And How Much Access to It Do They Have?
Most agree they have access to all the data they need, but they’re not fully confident in their access.
CDP Users Look to Improve Efficiency and Return on Marketing Spend
Data security and privacy/compliance are important criteria when selecting a CDP.
Few B2C Marketers Have A Data Clean Room
Just 1 in 5 marketing leaders report having a data clean room, though more are planning to have one.
Which Digital Platforms Are Marketers Prioritizing for Investment This Year?
2023 looks bright for TikTok and Google, and less so for Twitter and Snapchat.
Media Agencies Expect Increase in YouTube Investments This Year
Agencies – especially Big 6 agencies – are more likely to see YouTube as a CTV platform than a social media one.
Which Social Media Platforms Are the 50+ Age Group Using?
Facebook is still the most commonly used, while Instagram adoption is growing.
US Consumer Technology Sales to Dip This Year
Spending on tech services – such as audio, video, gaming, and apps – will grow and comprise almost one-third of industry revenues.
Where is Technology Proving Most Valuable in Account-Based Marketing?
Technology is proving important in executing and measuring account-level ad campaigns as well as measuring account engagement.
Holiday 2022 Data Hub [Updated]: Results Recap
Retail sales during the holiday period ended up falling a little short of expectations, per the NRF.
Here’s How Marketers Are Planning to Use AI to Improve CX
Marketing leaders are looking to AI to predict customer behavior and needs.
These Are the Most Popular Podcast Genres Among Women
Most young female podcast listeners first tuned in as a result of seeing podcasts on social media.
US OOH Advertising Recovery Continues
Apple was the top-spending brand on out-of-home ads in Q3 2022.
Home Broadband Penetration Rises to Almost 9 in 10 US Households
The growth in penetration in 2022 was the fastest going back at least a decade.
Changing Customer Journeys Are Impacting CX Strategies
Marketing leaders are far from reaching maturity in CX coordination across departments.
Marketers Want Their Tech Stacks to Help Improve CX. How Well Are They Doing?
Only 1 in 8 strongly agree that their stack facilitates their ability to improve the customer experience.
How Often Do People Use TikTok?
About one-third of 30-44-year-olds report using the app daily.
More TV Viewers Are Watching Free Streaming Services with Ads
Ad avoidance doesn’t seem to be a big theme among streaming service viewers.
What Challenges Are Brands Facing When Reaching Target Audiences?
Some brands are changing their target audiences in response to the current environment.
Fee-Based Compensation Remains Dominant in Agency Agreements
Very few are using traditional commissions as a compensation method.
Where Will Netflix Ad Budgets Come From?
Big 6 agency respondents are as likely to say traditional TV as other CTV platforms.
Most Consumers Think Companies Take Brand Safety Issues into Account When Making Advertising Decisions
This could have implications for Twitter, with many advertisers concerned about reduced content moderation.
What’s the Outlook for Ad Spend This Year?
Digital advertising is expected to account for about two-thirds of global ad spending.
In Which Areas Are B2B Marketers Most Proficient with ABM?
ABM teams appear to need some help with their proficiency in data analytics for ABM.
More Americans Say They’re Engaging with Brands on Social Platforms
Not surprisingly, TikTok is the platform that has witnessed the fastest growth in consumers’ brand engagement.
Gen Zers Ambivalent About Privacy Implications of Targeted Ads on Social Media
Most say these ads are sometimes an invasion of privacy, but that it depends.
TV Ads Still Drive Purchases, US Consumers Say
For Gen Z, influencers have the most sway over brand and product decisions.
TikTok Deemed Trustworthy by Gen Zers, Who Use it for Search & Education
Gen Zers turn to TikTok more than any other platform to search for culturally relevant information.
Male and Female Gen Zers Differ in Extent of Social Platform Use
More female Gen Zers use TikTok than Snapchat, but the reverse is true for male Gen Zers.
3 Points About BNPL
Two-thirds of BNPL users put this form of payment to use to soften the blow of a large purchase.
Most Subscribers Feel There Are Too Many Services
TV/Movie and Music subscriptions are vulnerable, with sizable proportions of consumers saying they’ve canceled one due to inflation.
Podcast Ad Performance Generally Improved in Q3
The lead conversion rate from podcast ads rose to a new high during Q3.
3 Points About Media Reach and Audience Demographics as We Start the New Year
Data shows that media usage has plateaued across the board following pandemic-driven increases.
What Types of Brand Messaging Appeal to Americans?
Demand for humorous brand messaging seems to have declined.
Most Americans Figure Their Household Shopping Spend Will Go Up Over the Next Few Months
Inflation fears have moderated somewhat, though most still expect rising prices.
Virtually All US Households Buy Store Brands
Store brands accounted for 17.5% share of total dollar sales across outlets during the year-long period ending 10/2/22.
Google’s Top Trending Searches of 2022, and Other Year-in-Review Lists
A popular game topped the list both globally and in the US.
These Advertising Channels Look Set for Growth in 2023
Ad buyers expect their media ad investments to grow by 5.9% next year. CTV looks primed to benefit the most.
Metaverse Marketing Rationale Rests on Branding, Engagement
1 in 4 ad buyers expects to increase focus on Web3 in 2023.
Gen Z Streams Music for Almost 2 Hours A Day
The gap in listening time between streaming music and broadcast radio has widened in recent years, at least among people ages 16-64.
These Brands Had the Fastest Growth in Consumer Buying Intent in 2022
Food & Beverage brands dotted the list, while a surprising brand was the fastest-growing.
Marketers Are Adjusting Their Brand vs. Performance Budgets Amid Economic Woes
Marketers expect the economic recession to have a significant impact on their strategies next year.
How Authentic Are Teens on Social Media?
About half of girls ages 15-17 have decided not to post something because it doesn’t fit with how they’d like to represent themselves.
App Marketers: Recent Privacy Changes Have Been Good for Consumers, Not for Us
Almost two-thirds of app marketers surveyed believe that Apple’s ATT has had a negative impact on them.
US Adults Hold Dim Views of Brands That Advertise on Social Platforms with Objectionable Content
Most adults also say they’d be unlikely to or would not consider buying from such brands.
Ad Buyers to Up Retail Media Network Spend in 2023
Many ad buyers are leveraging offsite RMN tactics such as offsite display and offsite video.
Google Search Ad CPLs Are Rising. Here Are Benchmarks by Industry.
CTR, CPC, CPL and conversion rate benchmarks for 23 industries.
B2B Leaders Are Facing More Headwinds in Data Quality Investments
Competing priorities are rising as a challenge to data quality investments.
Event Organizers’ Top Challenges Differ by Event Type
Registrations and attendance are bigger challenges for in-person than virtual events, while the opposite is true for engagement.
US Subscription OTT Video Ad Spend Forecast for Big Jump Next Year
By the end of 2024, US CTV ad spend is predicted to be 50% the size of linear TV ad spend.
Are B2B Go-to-Market Teams Aligned on Common Goals?
The top challenge standing in the way of aligning go-to-market teams is data quality.
The Average Household Uses 12-13 Sources of Entertainment. What Are They?
Younger consumers tend to be less reliant on video sources for their entertainment.
Marketers Take A Closer Look at Identity Solutions
A growing number of marketers are feeling the urgency to select an identity solution.
Spoken Word Gradually Captures Greater Share of Audio Listening Time
Youth are showing the biggest increases in spoken word audio listening.
What Are the Biggest Challenges for Converged TV Advertising?
Measurement is a key challenge, though not the most commonly cited one.