The share of US marketing and advertising spend allocated to multicultural media hasn’t changed in the past 5 years.
Creative & Formats Articles
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Preference for Ad-Supported Video Streaming Options Continues to Grow
Still, ad loads matter, and the lighter the ad load, the more reasonable it seems to viewers and the more likely they are to pay attention.
What Matters Most to Agencies When Executing YouTube Campaigns?
Brand suitability is rising as an objective, though brand safety and ad performance continue to be paramount.
Digital Media Experts Foresee Serious Challenges with Social Media This Year
Social media is the environment considered most vulnerable to brand risk and ad fraud, by a wide margin.
High Costs Proving A Key RMN Challenge
Limited activation options are also a recurring issue.
Podcast Spending Expected to Rise as Marketers See It as Under-Advertised
Podcasts are perceived to be better than streaming music and radio for unduplicated reach and reaching affluent audiences.
In-Store Tactics Should Belong in Retail Media Definition, Decision-Makers Say
A majority of retailers and brands feel that in-store digital signage should fall under the definition of retail media.
Where is Ad Avoidance Most Prevalent?
Many viewers say they take action to avoid ads on free with-ads video services such as YouTube.
Which Marketing Channels Are Rising and Falling in Importance for DTC Brands?
Social media influencers are a mainstay while, interestingly, linear TV appears to be on the rise.
What Do Agencies See as the Benefits of Dynamic Creative?
There’s room for improvement in collaboration between people working on creative, data analytics and ad serving.
Youth Don’t Think Ads on TV Are That Effective, Regardless of Linear or Streaming
Email is considered the most effective overall, ahead of ads on live TV, streamed shows, and direct mail.
5 Points About US Podcast Advertising in 2023
Over the past couple of years, podcast ad revenues have shifted from direct response to brand-building.
Inaccurate Information Roils B2B E-Commerce Sites
More than 9 in 10 B2B buyers encounter at least one reason that prevents them from placing orders online.
Advertisers Tout CTV’s Value Across the Funnel
About half are using CTV to achieve lower-funnel objectives.
Here’s How Social Media Marketers Spend Their Time
Social media marketers wish they had more time to respond to customers and to engage in strategic planning.
Programmatic to Edge Direct Buying for Audio and Podcasts This Year
The advertisers surveyed are 10 times more likely to say they’ll increase (62%) than decrease (6%) their programmatic ad spend this year.
US Offline Media Spend in 2023 and the Outlook for 2024
It was a “down year” for offline media spending last year, but things look a little brighter in this election year.
These Are Digital Advertisers’ Biggest Challenges This Year
Digital advertisers seem to have made progress in automating the creative process.