About half of video content is being created for the top of the funnel, content marketers estimate.
Brand Metrics Articles
More consumers have had a negative than positive reaction to the rebrand.
The primary roles of the marketing function over the next year will be ensuring effective brand management and developing the overall customer experience.
Over the past couple of years, podcast ad revenues have shifted from direct response to brand-building.
Financial analysts covering public companies view advertising spending more as an investment than as an operating cost.
Top performers – who have been even more successful in generating sales from content – attribute their effectiveness to knowing their audience.
Some 77% of CMOs agree that they need to recommit to brand. But 75% also agree that they need to double down on performance.
Brand and targeting are having more of an impact on short-term sales effectiveness, while the influence of reach is waning.
Some 24% say that in-house performance teams are primarily responsible for CTV marketing, up from 13% share last year.
Brands should listen to customer feedback and be more socially responsible, Millennials say.
Half of consumers surveyed have had an experience with a company that damaged their trust and relationship with it.
Almost 9 in 10 adult consumers around the world say that trust is an important consideration when they buy a brand.
Some 64% of TV households subscribe to pay-TV, down from 78% in 2018.
DTC brands are looking to improve on testing, but may face troubles with budgets and buy-in.
Investments in live events appear to be growing, while enthusiasm around virtual events is waning.
Microsoft is the most valuable B2B brand in the world, while Deloitte is the strongest.
TikTok may be getting all the buzz, but social media marketers remain enamored with Instagram.
Slightly more will prioritize targeted promotions and activations than brand-building and awareness.