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In-App Video Ads Completed At Higher Rates Than Mobile Web Ads

In-App Video Ads Completed At Higher Rates Than Mobile Web Ads

In-app video ads saw a completion rate of 79% in Q2 this year, ahead of the comparable figure for mobile web video ads, according to recent data [download page] from Extreme Reach. Here’s a look at how the two mobile ad formats compared this past quarter. The analysis...

5 Points About E-Commerce Sites and Search

5 Points About E-Commerce Sites and Search

Traffic from search tends to produce a strong conversion rate for e-commerce sites. As e-commerce continues to grow, especially during the global pandemic, it’s beneficial to look at what part search is playing in driving consumers to e-commerce sites. Here’s a look...

Here Are the Most Loved Brands on Social Media Over the Past Year

Here Are the Most Loved Brands on Social Media Over the Past Year

This most loved brands on social media over the past year (H2 2019 through H1 2020) are heavily represented by the Entertainment, Technology and Social Media industries, with a top E-Commerce brand thrown in for good measure. In its latest Brand Passion Report...

Consumers Shown to Say, Stay and Spend More With Loyalty Programs

Consumers Shown to Say, Stay and Spend More With Loyalty Programs

More than 6 in 10 consumers modify their spending in order to maximize loyalty program points, according to figures in Bond's latest annual Loyalty Report [download page] for 2020. The report takes a look at how brands can best encourage loyalty from members, as well...

More YouTube Viewing is Happening on TV Screens

More YouTube Viewing is Happening on TV Screens

Connected TV devices accounted for about half (48%) of global streaming video viewing time in Q2 this year, but how has this influenced YouTube viewing? Conviva’s State of Streaming report [download page] for Q2 explores how consumers are choosing to engage with the...

Why Do People Buy Smart Home Devices?

Why Do People Buy Smart Home Devices?

Whether it be speakers, lighting or thermostats, home connected devices (smart home devices) are becoming more popular in American homes. And, for those US adults who already own smart home devices, one is not likely to be enough, with almost half (46%) saying they...

What Are the Top-Spending Industries in Digital Video?

What Are the Top-Spending Industries in Digital Video?

The Retail industry currently accounts for more digital video and digital display advertising dollars than any other industry, but it isn’t set to increase its investment despite record e-commerce sales, according to new figures from eMarketer. Here’s a look at how a...

One-Quarter of TV Time is Now Spent Streaming

One-Quarter of TV Time is Now Spent Streaming

Many US adults say their favorite way to spend an evening is in front of the television, and for streaming capable households in the US, more of those evenings are likely spent streaming content on their TV screens. Nielsen’s most recent Total Audience Report...

How Many Target Accounts Do Reps Handle in ABM Programs?

How Many Target Accounts Do Reps Handle in ABM Programs?

Companies claiming the strongest ROI from account-based marketing (ABM) tend to have their individual reps handle more accounts than the average company engaging in ABM, according to Demandbase’s latest report [download page] on ABM. Having established the top tools...

Audio Streaming on Smartphones Grows in Popularity

Audio Streaming on Smartphones Grows in Popularity

More Americans are regularly streaming audio on their smartphones: research from Nielsen’s Total Audience Report [download page] shows that the number of US adults streaming audio on their smartphones in Q1 2020 grew by 28% over the same quarter last year. In the...

Promotional Product Sales Plunge in Q2

Promotional Product Sales Plunge in Q2

After more than a decade of constant growth, North American promotional product distributors have seen their sales dive at levels they haven't experienced in the past. Fueled by the COVID-19 pandemic, promotional product sales dropped 44.4% year-over-year (y-o-y) in...

What ABM Metrics Are Marketers Prioritizing This Year?

What ABM Metrics Are Marketers Prioritizing This Year?

Although a majority (61%) of businesses report that they are currently running an account-based marketing (ABM) program to some extent, very few appear to be at a mature stage when it comes to measuring ABM. Only 5% of the marketers surveyed for a recent report...

The State of CRM Data Management

The State of CRM Data Management

Validity and Demand Metric partnered to understand how data quality issues affect an organization's ability to fully leverage its CRM system. While 86% of participants say their CRM system is important to achieving their objectives, half of the study's participants...

Consumer Engagement Challenges Threaten Marketers’ CX Efforts

Consumer Engagement Challenges Threaten Marketers’ CX Efforts

Even during the best of times, marketers face challenges when it comes to creating a positive customer experience. But during COVID-19, more marketers are finding it challenging to engage with customers than before. This is per a new report [download page] from Chief...

B2B Marketers Turn to Digital Advertising in Greater Numbers

B2B Marketers Turn to Digital Advertising in Greater Numbers

B2B marketers were prioritizing digital advertising as part of their 2020 strategy even before COVID-19 disrupted business as usual and forced marketers to shift even more of their focus onto digital. So, it’s not surprising that even amid the uncertainty the pandemic...

The Pandemic Pushes A Rebound in Mobile App Opens

The Pandemic Pushes A Rebound in Mobile App Opens

Echoing the growth in global app revenue and downloads this year, mobile app open rates and location opt-ins have picked up significantly since the COVID-19 pandemic after being on the decline earlier. So finds a report [download page] from Airship, laying out what...

Both Print and Digital Coupon Distributions Declined in H1 2020

Both Print and Digital Coupon Distributions Declined in H1 2020

Much like in years past, the number of printed coupons distributed in the first half of 2020 has fallen, dipping 14.7% year-over-year. New data from Kantar finds that more than 101 billion printed coupons were dropped in H1 2020, down from the more than 118.4 billion...

Shopping Ads’ Share of Google Ad Spend Grows in Q2

Shopping Ads’ Share of Google Ad Spend Grows in Q2

Shopping ads’ share of US Google paid search investment was more than 60% in Q2 2020, up from 57% in Q2 last year, according to a recent report [download page] from Tinuiti. At a time when e-commerce is being notably impacted by the COVID-19 pandemic, the report lays...

Marketing Budget Uncertainty Grows Post-Pandemic

Marketing Budget Uncertainty Grows Post-Pandemic

Prior to the global COVID-19 outbreak, many marketers anticipated increasing their investment in areas such as content marketing, events and marketing technology. And, while some still expect an increase in these areas, several appear to be pulling back on budget...

How Can Brands Better Reflect Consumer Values?

How Can Brands Better Reflect Consumer Values?

While it’s true that there are certain groups of Americans who feel vastly underrepresented in advertising, it appears advertisers are not doing an adequate job of representing US consumers as a whole. All in all only about 1 in 10 (9%) of the almost 21,000 Americans...

Auto Demand Weakens, but Not Precipitously

Auto Demand Weakens, but Not Precipitously

Although automotive advertisers anticipate their sector to be one of the areas hit hardest by COVID-19, it turns out that the auto industry may not be as bad off as originally assumed. Recent data [press release] from Ipsos finds that, while the number of US vehicle...

5 Points About ABM Tools & Priorities

5 Points About ABM Tools & Priorities

The use of account-based marketing (ABM) programs continues to expand. In a survey [download page] by Demandbase of more than 600 respondents from companies of various sizes, 6 in 10 (61%) say they have a full ABM program in place or are currently running a pilot...

Carousel Posts Show Strong Engagement Rates on Instagram

Carousel Posts Show Strong Engagement Rates on Instagram

There are a number of ways to increase Instagram Story engagement, but what about engagement with feed content? According to a recent study by Socialinsider and Bannersnack, it’s carousel posts that are offering brands flexibility in their marketing on the popular...

2 in 3 Americans Believe Boycotts Are Effective

2 in 3 Americans Believe Boycotts Are Effective

Americans often are not shy about letting their wallets speak when a brand does something that displeases them, whether it be the business acting irresponsibly, allowing a data breach or failing to represent their community or ethnicity. New data from YouGov shows...

5 Points About CMOs’ Budgets Heading into 2021

5 Points About CMOs’ Budgets Heading into 2021

Roughly 2 in 3 (68%) CMOs expect their martech budget to increase in 2021, despite the impacts of COVID-19 being seen elsewhere in budget decisions, according to Gartner’s latest annual CMO Spend Survey [download page]. Here are 5 key points about what CMOs’ financial...

Email Engagement Rates Stabilize After COVID Spike

Email Engagement Rates Stabilize After COVID Spike

COVID-19 has had an effect on email marketing, and new data [registration required] from GetResponse indicates that response rates increased quite significantly during the first weeks of the pandemic. The analysis of active GetResponse customers (largely SMBs) with at...

Sponsored Brand Ad Spend on Amazon Grows Again in Q2

Sponsored Brand Ad Spend on Amazon Grows Again in Q2

US Sponsored Brands spend via Amazon’s ad console rose 60% year-over-year in Q2, helped by new customization capabilities, according to new figures [download page] from Tinuiti. The ad format, despite not being as prevalent as Sponsored Products, saw significant...

B2B Marketers Lend Their Support to Influencer Programs

B2B Marketers Lend Their Support to Influencer Programs

Some 4 in 10 (38%) B2B marketers expect their influencer marketing budgets to increase into 2021, with a further 42% expecting that these budgets will stay the same, according to TopRank Marketing’s first report [download page] on the state of B2B influencer...

Agencies’ Planning Function Grows in Importance During Pandemic

Agencies’ Planning Function Grows in Importance During Pandemic

The majority of strategists agree (27%) or strongly agree (68%) that clients need strategists more in a time of uncertainty. The COVID-19 pandemic certainly qualifies as one of those times... Here’s what a global survey [subscription required] of agency strategists...

These Are the Lead Magnets SMBs Say Convert Best

These Are the Lead Magnets SMBs Say Convert Best

One challenge for demand generation marketers is finding ways to bring in higher quality leads, particularly at a time when regulations have made it more difficult to cultivate contact information. One way to overcome this challenge is to offer something of value in...

8 Points About What Influencer Followers Want and How They Feel

8 Points About What Influencer Followers Want and How They Feel

Social media influencers appear to have a more captive audience now than they did at the beginning of the COVID-19 pandemic. A recent report [download page] from Influencer and GlobalWebIndex shows that close to 7 in 10 consumers who follow influencers report spending...

2020 Email Deliverability Benchmark

2020 Email Deliverability Benchmark

[Sponsored by Validity] Now more than ever, as budgets shift to digital channels, marketers must trust in email to communicate with their audiences. But because of poor email practices, one in six emails usually never reach the inbox. How does your email program...

Direct Mail Continues to Show Results in ROI and Response Rate

Direct Mail Continues to Show Results in ROI and Response Rate

When it comes to a multichannel campaign, certain channels can prove more successful than others at reaching specific target audiences. But marketers should keep in mind the benefits of direct mail, with a 12% increase in good or very good response rates to...

Shopping via Social Media on the Rise

Shopping via Social Media on the Rise

Consumers are gaining confidence in the idea that they could do nearly all of their shopping online. In a new report [sample], GfK found that more than half (52%) of US consumers believe they can shop online for almost 100% of the products or services they need, up...

The “Graying” of America

The “Graying” of America

While marketers seem to continue to focus their efforts on youth, broader population dynamics indicate that targeting products and services to older Americans would be a wise move for many businesses. We at MarketingCharts reviewed 10 years' worth of Census Data...

Content Marketers Emphasize Innovation

Content Marketers Emphasize Innovation

Prior to the start of 2020 (and before COVID-19), marketers were optimistic about the future of content marketing. Confirming this is a recently released study [download page] by the ANA and the Content Council, based on a 2019 survey of more than 120 senior-level...

COVID-19 Uncertainty Impacts Back-to-School Shopping

COVID-19 Uncertainty Impacts Back-to-School Shopping

The COVID-19 pandemic has created uncertainty in just about every facet of life. Whether or not kids and college students in the US will head back into the classroom in August and September has not escaped this uncertainty, despite federal mandates that students and...

Video Games Provide Entertainment for All Ages

Video Games Provide Entertainment for All Ages

Playing video games continues to be a favorite pastime for Americans, with three-quarters of US households having at least one video game player. And, while 7 in 10 Americans under the age of 18 play video games regularly, a new report [pdf] from the Entertainment...

Household Grocery Spending Rises During H1

Household Grocery Spending Rises During H1

The impact of the COVID-19 pandemic on food shopping has been visible since the beginning of the crisis, with online grocery sales doubling in March and mobile e-commerce grocery spend growing in Q1, according to previous research. New data [press release] from...

Gen Z Spotify Users Spend Plenty of Time with the Platform

Gen Z Spotify Users Spend Plenty of Time with the Platform

As well as valuing creativity and affordability, Gen Z is a generation of streamers, with 74% saying they are dependent on technology to entertain themselves, per a new report [download page] from the Center of Generational Kinetics (CGK). In its report CGK examines...

Data Hub: Coronavirus and Marketing [Updated]

Data Hub: Coronavirus and Marketing [Updated]

Let's take an updated look at how marketers and consumers are dealing with this crisis. The below is a curated list of data that we've gathered in recent weeks, but with news about the global spread of the coronavirus and its effects on consumers and businesses...

5 Points About the US Podcast Ad Market

5 Points About the US Podcast Ad Market

As the number of US adults listening to podcasts continues to grow, so too does the opportunity for advertisers to use the popular medium. According to the IAB and PwC's latest Podcast Advertising Revenue Study [download page], 2019 saw a 48% increase in the estimated...

Pay-TV Continues to Lag Streaming Services in Value Perception

Pay-TV Continues to Lag Streaming Services in Value Perception

There's no shortage of options when it comes to subscription video-on-demand services (SVOD). And, while some Americans opt to subscribe to only pay-TV or SVOD, more than half (54%) subscribe to both. But do customers feel like they are getting value for their money?...

The Brand Takes Priority for CMOs

The Brand Takes Priority for CMOs

CMOs' approach to strategy and budget has been necessarily impacted by the COVID-19 crisis. According to Gartner’s annual CMO Spend Survey [download page] for 2020, their priorities are changing, and almost half of CMOs (44%) face budget cuts this year. Here’s how...

These Were the Largest Instagram Advertisers in Q2 2020

These Were the Largest Instagram Advertisers in Q2 2020

Amazon, CBS and the US Census Bureau are among the top 10 advertisers on Instagram in Q2 2020, per a report [download page] from Pathmatics. Here’s an outline of the top spenders and the most prominent sectors, along with some other key findings. In the list of top...

What Types of Content Generate Leads That Convert?

What Types of Content Generate Leads That Convert?

A strong majority of marketers believe they have a lead generation strategy that is successful in achieving conversions. This finding comes from a new report [download page] from Ascend2, which notes that 9 in 10 marketers surveyed say their lead generation strategy...

Instagram Stories: 10 Benchmarks for Q1 2020

Instagram Stories: 10 Benchmarks for Q1 2020

With more than half of Instagram’s 1 billion-plus users consuming Stories daily and average Story completion rate rising from 73% in 2018 to 87% in 2020, it’s no wonder that brands are turning to the feature to gain reach and engagement. Here are some key Instagram...

Facebook Boasts High CTRs for Educator-Targeted Ads

Facebook Boasts High CTRs for Educator-Targeted Ads

Ads placed in Facebook news feeds account for almost three-quarters (74.3%) of total link clicks from Facebook ads targeted towards educators, per a new study [download page] from MDR. The report explores the optimum placement, platform and time for advertisers to get...

US Out-of-Home Advertising Growth Slows in Q1 2020

US Out-of-Home Advertising Growth Slows in Q1 2020

US out-of-home (OOH) advertising revenue grew by 4.8% year-over-year in Q1 2020 to reach $1.9 billion. But although any growth is welcome in the current climate, this represents the smallest percentage year-over-year growth OOH has seen since Q3 2018, according to...

What Do B2B Buyers Want from Inside Sales?

What Do B2B Buyers Want from Inside Sales?

B2B buyers aren't short of ideas concerning what they'd like vendors to do differently. Not only do they want vendors to personalize their buying experience and respond quickly to their needs, but they also want to be listened to and to have their problems solved....

MarTech Innovation Accelerates During Pandemic

MarTech Innovation Accelerates During Pandemic

At a time when countless industries are being forced to put on the brakes, a new report [download page] from Merkle indicates that many marketers are continuing to invest and innovate. In fact, virtually all (96% of) respondents to Merkle's report say that marketing...

Global App Revenue and Downloads Continue to Grow

Global App Revenue and Downloads Continue to Grow

Global consumer spend on Apple's App Store and Google Play grew by 23.4% year-over-year (y-o-y) in H1 2020 to reach $50.1 billion, per new data from Sensor Tower Store Intelligence. Based on Sensor Tower's estimates and projections, the recent figures indicate growth...

Four Points About COVID-19’s Impact on Marketing

Four Points About COVID-19’s Impact on Marketing

From the start of the COVID-19 pandemic, marketers have had to re-think or adjust many of their strategies. A new survey from LinkedIn and Vision Critical examines some of the challenges they have encountered and the strategic shifts they have made. Here are a few key...

What Kinds of Post-Purchase Brand Emails Are Likely to Be Opened?

What Kinds of Post-Purchase Brand Emails Are Likely to Be Opened?

With consumers’ inboxes overflowing with emails vying for their attention, consumers find only a few brand emails interesting enough to open. But one factor that may entice consumers to open a brand email is familiarity. Indeed, a recent survey [press release] from...

New Census Figures Show Increasing Diversity in the US

New Census Figures Show Increasing Diversity in the US

The population of each minority group in the US has grown by double-digits since 2010, according to new data from the Census Bureau that paints a picture of a country becoming more racially and ethnically diverse. The Census Bureau estimates indicate that the Asian...

Here’s How Marketers Are Using Location Data

Here’s How Marketers Are Using Location Data

More and more companies are collecting and using location data, and new data suggests that the primary reason for doing so is to identify new consumer markets. A new report [download page] from FourSquare and Advertiser Perceptions shows that nearly three-quarters...

CMOs Turn to Social Media During COVID-19

CMOs Turn to Social Media During COVID-19

Since the beginning of the COVID-19 pandemic, people have been spending more time than usual on social media. In an effort to reach those audiences, a new report [pdf] from The CMO Survey shows that CMOs are allocating more of their marketing budgets to social media....

Social Media Remains Gen Z’s Main Access Point for News

Social Media Remains Gen Z’s Main Access Point for News

Some 28% of online news consumers globally start their news journeys via a website or app, with a further 26% primarily coming across news via social media, per the latest Digital News Report [pdf] by the Reuters Institute for the Study of Journalism. Online news...

CEOs Encouraged to Put Customers and Employees Above Shareholders

CEOs Encouraged to Put Customers and Employees Above Shareholders

CEOs are often thought to make decisions that will be beneficial to shareholders first and other stakeholders second. However, alongside the rise of stakeholder capitalism (exemplified by the Business Roundtable's recent redefinition of the purpose of a corporation),...

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