Some will prioritize social commerce and improved processes to shorten the path between content and purchase.
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Brands Aren’t Just Targeting Young People with Influencers
Youth are still the predominant target for influencers, but as the industry matures, the target audience may be shifting.
US Online Media Spend in 2023 and the Outlook for 2024
Total US online media spending is expected to grow by almost 15% this year, capturing more than 6 in 10 media ad dollars.
These Will Be the Most Impactful Trends of 2024, Agencies Say
AI-driven personalization takes over as the most impactful trend this year, according to agencies.
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.
Which Platforms Are Marketers Prioritizing for Influencers This Year?
Instagram and TikTok are favored, while there’s little appetite for Snapchat and X/Twitter.
Here’s How Often US Adults Say Social Media Influencers Sway Their Purchases
More than half (52%) of 18-29-year-olds think that their purchase decisions are either very or somewhat often influenced.
Which Media Activities Are On the Rise, And Which Are Waning?
Podcast listening is growing, while there’s more momentum for free than paid audio and video streaming services.
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.
B2B Influencer Marketing Is on the Rise
Influencer marketing is now a part of the marketing mix for 85% of B2B mid-market and enterprise brands.
How Are CMOs Chasing Consumers’ Attention?
Investments in live events appear to be growing, while enthusiasm around virtual events is waning.
6 in 10 B2B Marketers Say Content Has Helped Them Generate Sales and Revenue
Top performers – who have been even more successful in generating sales from content – attribute their effectiveness to knowing their audience.
TikTok Shop Makes Gains in Popularity
TikTok Shop looks like it could be a fruitful channel for smaller companies.
Consumers Are Less Interested in DE&I and CSR Messaging in Ads
By contrast, they’re more interested in ads that provide product information and discounts.
Netflix is Still Viewers’ Favorite Streaming Platform
Prime Video and Hulu seem to be on the ascent.
Did Marketers Follow Through on Their Media Budget Plans for This Year?
Certainly not for the metaverse.
Almost 9 in 10 CMOs Around the World Agree That Brands Are Built Through Experiences
Some 84% believe that every aspect of the customer journey can and should tell the brand story.
Consumers Are Wary of Greater AI Use by Brands and Advertisers
Consumers would distrust rather than trust TV ads more if they made wider use of AI.