The majority of influencers on TikTok and Instagram are female, while almost two-thirds on YouTube are male.
Cross-Media & Traditional Articles
The most common action taken is to simply follow the brand.
The largest share of online budgets is being spent on paid social, while events get the biggest piece of the offline pie.
Retailers are looking to move beyond a reliance on Meta and Google.
Only half of cancelled events were replaced by virtual events.
Positive feelings about engaging with extended reality are stronger in emerging than higher-income countries.
More than 1 in 10 gamblers in the US have placed a bet on esports in the past year.
Video lengths rose – and so did completion rates.
The trend against cookies is leading to the most pressure at the bottom of the funnel.
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.
The most common expectation is a consistent experience across all communications channels.
Many media planners are expecting to leverage channel research for the first time this year.
Digital display, social media, and linear TV are the most likely to be above-average at delivery on both revenue and brand metrics.
Tech spending is expected to decrease for back-to-school but increase for back-to-college.
About 7 in 10 American adults say music is important to their identity, and roughly 6 in 10 say it’s important to their culture.
3 in 4 PR professionals believe that their relationship with marketing will be more important in the next 5 years.
By 2024, social media is expected to account for 1 in every 4 advertising dollars spent globally.
Spending was up by 40.5% year-over-year to $1.8 billion.