A majority will be placing more emphasis on owned media this year.
Agency Business Articles
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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.
Almost Half of Marketers Are Overwhelmed by Their Technology
Some 44% say they have martech platforms that have largely gone unused during the pandemic.
What’s the Optimal Approach to Content-Led Advertising?
Advertisers think content-led campaigns are best for brand engagement, while agencies see the benefits of changing perceptions.
What Content Marketing Topics Were People Searching for Last Year?
Content marketing strategy remains a sought-after topic, though it appears to have declined a little in importance.
Advertisers Rank Video the Most Valuable Media Type in Accomplishing Their Goals
Agencies and marketers differ on the importance of linear TV vs. digital video.
Agencies Detail Their Expectations on In-Housing and Other Important Trends
Agencies express concern about recent or upcoming updates to data policies.
What Are Advertisers’ Top Programmatic Priorities in the Coming Year?
Digital media experts say they will be prioritizing viewability and engagement in the next 12 months.
Growth in CTV Budgets Commonly Coming at Expense of Linear TV
Close to 6 in 10 brands and agencies surveyed have shifted funds away from linear TV to support their CTV strategies.
B2B Marketers Are Using A Variety of ABM Content Delivery Approaches
Email is the most used ABM campaign delivery channel, but far from the only channel used.
After a Rough 2020, Agencies Are Finding it Easier to Obtain New Business
Close to 4 in 10 agency executives believe winning new business has gotten easier this year.
Half of Local Ad Agencies Are Buying Streaming Audio
About three-quarters are also offering social media management.
US Adults Are Most Concerned About Inflation in Grocery Prices
85% of the adults surveyed say that rising inflation has had an impact on the way they shop.
Where Do People Go for Financial Advice?
Youth are more likely to turn to the internet than to a financial advisor.
Marketers Looking for Ways to Increase Email Engagement
Some will be including interactive content in the year ahead, though few expect to leverage AI.
Performance Marketers Report Moderate Improvements in Conversion Rates
Marketers say they have seen at least moderate improvement in their conversion rate optimization programs in the past...
Agencies Confirm Clients Still Want Help with Strategy
In the past marketers have turned to agencies for advertising and content creation, but a growing number are looking...
What’s a Good Landing Page Conversion Rate?
When it comes to landing pages, the Media & Entertainment industry significantly outperforms all others for...