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Digital Video Forecast to Overtake Traditional TV in Viewing Time in 2024
Traditional TV viewing time is predicted to drop by 14.3% between 2021 and 2024.
What Are The Top Perceived Benefits of Programmatic Advertising in Audio?
Digital media experts are more likely to be transacting audio ads programmatically than to be engaging in direct buying and selling.
The Main Drivers of Identity Use in Advanced TV
Precision is critical or very important compared to reach in planning advanced TV campaigns.
Consumers Ascribe High Purchase Influence to Emails
There are also opportunities for retailers to leverage transactional emails to drive further purchases.
MarTech Stays Relatively Steady At About One-Quarter of CMOs’ Resource Budgets
Digital commerce is less of an investment priority this year as the focus shifts to campaign creation and management.
Enterprise B2C Advertisers See Opportunities in Scaling Up Creative Capacity
Enterprise B2C advertisers are shifting creative investments to digital over TV.
Connected TV Penetration and Usage Back on the Rise
Half of TV sets in US households are now smart TVs.
About Half of Americans Identify as Middle Class
Over the past 20 years, middle-aged adults have been the most likely to change from middle to working- or lower-class identification.
Sports Fans Are Also Cutting the Cord
However, they’re not migrating away from cable TV as quickly as non-fans.
What’s the Most Rewarding Part of Working with MarTech?
Securing the necessary resources is the most challenging and least rewarding part of the job.
For Many Americans, Trust in Businesses Must Be Earned
About 4 in 10 US adults said that when they trust a company they go out of their way to purchase from them.
What’s the Most Common Online Action Taken After Seeing An Ad?
People most commonly use a search engine to look up information.
Advertisers Are Using Retail Media Networks for More Than Lower-Funnel Objectives
Also: Amazon isn’t the only game in town.
Who’s Making the Decisions About Earned Media Spending?
3 in 4 PR professionals believe that their relationship with marketing will be more important in the next 5 years.
Where Do Digital Media Experts Think Misinformation is Most Prevalent?
Digital media experts are concerned about the impact of fake news on company reputation.
Almost Half of Marketers Are Overwhelmed by Their Technology
Some 44% say they have martech platforms that have largely gone unused during the pandemic.
Online Video’s Now the Fastest-Growing Ad Medium Globally
By 2024, social media is expected to account for 1 in every 4 advertising dollars spent globally.
Facebook Forecast to Suffer First Ever Drop in US Users This Year
The decline will be due to youth, as under 25s stay away from the platform.
Out-of-Home Advertising Continues Strong Rebound in Q1
Spending was up by 40.5% year-over-year to $1.8 billion.
3 Points About Influencers on Instagram, TikTok and YouTube
The majority of influencers on TikTok and Instagram are female, while almost two-thirds on YouTube are male.
Here Are B2B Marketing and Sales Teams’ Top Complaints About Each Other
Sales professionals think marketing teams are targeting the wrong leads.
Do Consumers Engage with Brand Incentives on Social Media?
The most common action taken is to simply follow the brand.
Marketers Are Finding it Hard to Create A Single Source of Truth for Attribution
Marketers consider the most critical feature of a marketing attribution platform to be easy setup and integration.
Consumers Report About 6 “Must-Have” Entertainment Sources
When people are looking to do something “mindless,” they turn first to social media.
A Slight Majority of CX Leaders Think Customers’ Preference for Digital Channels Will Persist Post-Pandemic
Improving customer satisfaction is the most-cited high priority for CX leaders.
Here’s How Marketing Budgets Are Being Divvied Up Across Online and Offline Channels
The largest share of online budgets is being spent on paid social, while events get the biggest piece of the offline pie.
What’s The Most Over-Used Buzzword in Advertising?
It’s not “cookieless” – although if you guessed that you’d have quite a lot of company.
B2B Marketers Intend to Implement Separate ABM Metrics, but Face Obstacles
6 in 10 B2B marketers intend to implement separate ABM measurement and analysis in the next year.
What Are Retailers Finding Tough About Customer Acquisition?
Retailers are looking to move beyond a reliance on Meta and Google.
Just How Bad Are Social Media Platforms’ Reputations? Really Bad.
TikTok, Meta and Twitter all rank in the bottom 10 of the 100 most visible companies.
Online Shoppers Say Facebook’s the Social Platform Most Likely to Lead Them to A Purchase
Almost half of online shoppers say they shop via social media.
The World’s 10 Most-Purchased FMCG Brands Last Year Were…
The average household buys 55 different FMCG brands a year.
Father’s Day Spending Expected to Almost Match Last Year’s Record Total
25-34-year-olds are expected to spend the most, at almost $250 per person.
What’s Standing in the Way of B2B Companies Providing A Great Customer Experience?
Misalignment between teams and poor communication bring down customer experience efforts.
8 Points About the Burgeoning Podcast Advertising Market
Numerous changes are occurring in the podcast ad industry as it grows and matures.
B2B Exhibition Industry Recovery Continues in Q1 as 9 in 10 In-Person Events Go Ahead as Planned
Only half of cancelled events were replaced by virtual events.
People Expect These Metaverse Applications to Impact Their Lives the Most
Positive feelings about engaging with extended reality are stronger in emerging than higher-income countries.
B2B Marketers Seek Advanced Metrics to Prove Their Worth
Few rate their current measurement abilities as excellent.
Marketers Plan Increases in Video Use Across Several Platforms
Not surprisingly, more and more marketers are planning to up their activity on TikTok.
The Number of MarTech Solutions Grows to Almost 10K
The number of Management tools has grown the fastest over the past couple of years.
Sizing up the Market: More Than 130M US Households Watch OTT on CTV Devices
Total OTT viewing hours on connected TV devices are up by 23% year-over-year.
Which Product Categories Spend the Most on Amazon Ads?
The Health & Household category was the biggest spender last year, but got the lowest bang for its buck.
1 in 10 US Adults Are Interested in Betting on Esports
More than 1 in 10 gamblers in the US have placed a bet on esports in the past year.
Social Media Marketing Update: Preferred Platforms in 2022
Facebook’s appeal may be waning slightly among marketers.
2021 Business Video Completion Rates and Other Benchmarks
Video lengths rose – and so did completion rates.
Fewer Than Half of US Adults Appreciate Their Data Being Used to Personalize Their Online Experience
However, more agree than disagree that they appreciate their data being used to personalize online experiences.
Smart TV Viewing Continued its Growth Pattern in Q1
Viewing time on connected TV devices, meanwhile, was flat.
Fortune 500 Marketers Say Shift Against Cookies to Lead to Increased Spend on Social, Search
The trend against cookies is leading to the most pressure at the bottom of the funnel.
Brands Are Enjoying High Engagement Rates on TikTok
There’s a strong negative correlation between follower count and engagement rate. That is, the more followers, the lower the engagement rate.
4 in 10 Discover New Products and Services via TV Ads
Meanwhile, some 18% of podcast listeners ages 16 and older surveyed in Q4 said that they discovered new products and brands via ads heard during podcasts.
How Can Travel Brands Improve Their Personalized Experiences? Travelers Weigh In.
The most common expectation is a consistent experience across all communications channels.
More and More People Are Switching Brands and Retailers
Almost half of adults surveyed in February reported having recently shopped a different brand.
Social Media Insights Marketers Should Know in 2022
After analyzing over 1 billion social media posts, YouScan’s team has validated several trends that marketers should be aware of in 2022.
Shorter Video Ads Have Higher Completion Rates, but Lower CTRs
More than 95% of video ads served on Innovid’s platform last year were 30 seconds or shorter.
Media Planners Expect to Make Greater Use of Market Research
Many media planners are expecting to leverage channel research for the first time this year.
Podcast Listeners Plan Major Purchases
Podcast listeners are tuning in more, enjoying more content options to choose from, and responding to ads.
Are Smartphone Owners Becoming More Blasé About Their Devices?
Most Americans think smartphones today are all pretty much the same.
Return to Movie-Going Threatened by Home Streaming Trend
Most American adults are now comfortable going to the movies – but that doesn’t mean they will.
Alignment is Key to Agile Marketing Strategies
Getting the tools right is important too, but can be challenging.
How Do US Adults Think TV Shows Have Changed in the Past 15 Years?
More than half of adults agree that the emergence of streaming has made TV watching less of a communal activity.
The US Video Streaming Market May Have Reached “Peak Stacking”
Streaming video penetration was also relatively flat during Q1.
Are iOS App Users Consenting to Tracking?
Almost 1 out of every 2 instances of a user being shown the prompt results in that user consenting.
1 in 12 Americans Moved Last Year. Are B2C Marketers Targeting Them?
Mover marketers are directing more of their efforts to digital than direct mail.
CTV Set for Increased Share of US Video Ad Spend, with Cookie Deprecation A Driver
CTV is expected to account for 18% share of total video ad spend (linear TV included) this year.
Have Attitudes to Physical Stores Changed?
1 in 5 American adults like shopping in-store less now than before the pandemic.
4 Points on the Use of Video in Business
2 in 3 marketers believe it would be important for the sales team to access video viewing data to qualify leads, engage prospects, or influence specific deals.
What’s the Impact of a Cookie-Less Future on MarTech Stacks?
3 in 4 Fortune 500 marketing leaders are introducing new use cases for AI.
How Are Execs Measuring UX?
91% are using some form of measurement to evaluate their UX efforts.
Americans Bullish on 3D Printing, VR; Not So Much on the Metaverse and NFTs
3D printing is the most promising technology, according to one metric, while the metaverse is one of the least promising.
E-Commerce Share of FMCG Market Grows Again
Asia accounts for almost half (45%) of all online FMCG sales.
Podcasts to Soon Account for One-Third of US Digital Audio Ad Spending
Last year was a bumper year for podcast ad spending.
US Digital Ad Spend Grew Faster Last Year Than At Any Point in the Previous 15 Years
For all but the largest 25 publishers, the actual amount of ad spend in play was a little over $28 billion.
Marketers Set Their Sights on Brand Awareness
Also, customer acquisition is a more important objective this year than customer retention.
Inflation is Leading More Than 8 in 10 Americans to Change Their Spending Habits
A slight majority say that increasing food prices are making it hard for them to afford the food they usually buy.
Netflix and YouTube Combine for Half of CTV Viewing Hours
Half of Netflix subscribers also subscribe to Hulu.
CMOs: Tenure Remains Low; Women Constitute Majority for the First Time
Some 51% of CMOs at 100 of the most-advertised US consumer brands last year were women.
Top Activity Online? Entertainment
People spend more time accessing Entertainment content online than any other category.
What Do Marketers Think Is Most Important in Influencing Campaign Performance?
Data quality is a key component, but something that marketers are struggling with.
B2B Marketers Showing Some Concern Over Cookie-Less Solutions’ Impact on Data Onboarding
3 in 10 are using a digital data onboarding provider to support targeting using their first-party data.
Interest in Sustainability in Fashion Shopping Rises
A majority of executives around the world question the sincerity of their organizations’ sustainability initiatives.
Q1 Saw A Slide in US Consumers’ Video Game Spending
Video game content sales dropped by 7% year-over-year.
Global Media Budgets and Perceived Effectiveness in 2022
Not surprisingly, marketers are most bullish about digital media budgets, and are also enthusiastic about their effectiveness.
What Types of Videos Are B2B Buyers Watching?
Almost 9 in 10 B2B buyers report having watched video in the last 3 months for the purpose of learning about a product or service.
Non-Profits Sent About 2 Fundraising Emails a Month to Their Subscribers Last Year
Non-profits enjoyed growth in their email lists last year, with an average increase of 7% over 2020.
It Sure Seems Pricing is Important to Video Streaming Subscribers
More US adults say that pricing options are important than original content when considering subscribing to a service.
B2B Marketing and Sales Leaders Focus on Pipeline Growth
One challenge: two-thirds admit that leads are assigned to the wrong owner either sometimes or more often.
These Are the Brands Consumers Feel the Strongest Connection With
Disney tops this latest list, while Amazon drops out of the top 10.
3 in 4 Want to See Female Empowerment in Ads
But… the types of categories where they see an impact from these ads are based in stereotypes.
Execs Recognize Importance of Digital CX but Struggle in Some Areas
Only 1 in 3 are very confident that they have a fully-detailed understanding and/or map of each customer’s digital journeys.
Music & Audio App Downloads Declined in the US Last Year
The number of Radio app downloads also declined in the US, bucking the global trend.
Mother’s Day Retail Spending Expected to Reach New High
Celebrants expect to spend almost $250 each on Mother’s Day this year.
Podcast Engagement Growing Among the Middle-Aged
More than 4 in 10 adults ages 35-54 reported listening to a podcast in the previous month.
Mobile Now Accounts for 36% Share of Digital Commerce in the US
Mobile commerce had its first $100B+ quarter in Q4 2021.
2 in 3 Shoppers Have Recently Abandoned An Online Cart. Why?
Unexpected shipping costs continue to be the main culprit.
Global App Spending Growth Hit the Brakes in Q1
Globally, app downloads on the App Store and Google Play only rose by 1.1%.
4 in 10 Teens Say They Don’t Have Cable, an Afterthought in Daily Video Time
30% of US teens’ daily video time is spent with Netflix, level with YouTube (30%) and way ahead of cable TV (6%).
Twitter Use Appears to Be on the Rise Among US Youth
Also, more 35-54-year-olds report using TikTok than Pinterest, LinkedIn, and Twitter.
How Are Marketers Putting Intent Data to Use?
Only 1 in 4 have intent data implemented and integrated into their overall strategy.
Out-of-Home Ad Spend Rebounds in 2021, Up 17% Y-O-Y
Digital out-of-home ad spend grew by almost 23% year-over-year.
Autonomous Vehicles Face Uphill Climb in the US
Half of US adults surveyed have an unfavorable view of autonomous vehicles based on what they’ve seen, read, or heard about them.