Video ads appear to be set for strong growth next year.
Meanwhile, the trade magazine ad market will be at a virtual standstill from 2023 onwards.
The largest share of online budgets is being spent on paid social, while events get the biggest piece of the offline pie.
Only half of cancelled events were replaced by virtual events.
The trend against cookies is leading to the most pressure at the bottom of the funnel.
Of the events that were canceled, 3 in 4 instead offered digital events.
B2B marketers are also hoping to generate more leads and to focus on quality.
The majority of B2B marketers surveyed say that marketing-generated leads account for more than 10% of firm revenues.
Only about one-third of marketing leaders say they are effective in executing virtual events that deliver value.
Most B2B marketers find registration forms on their own website most effective for collecting customer data.
The CEIR Total Index declined by 56% in Q3 compared to the same quarter in 2019.
Email is the most used ABM campaign delivery channel, but far from the only channel used.
85% of the adults surveyed say that rising inflation has had an impact on the way they shop.
Youth are more likely to turn to the internet than to a financial advisor.
Some will be including interactive content in the year ahead, though few expect to leverage AI.
There’s plenty of optimism when it comes to online video ad budgets.
Half of the surveyed consumers identified brand websites as the best place to learn about product benefits.
Although digital engagement was far from new prior to the pandemic, the events of last year have brought about changes...