Global ad spending is expected to top $1 trillion next year, with 5 media owners alone vacuuming up more than half of that spend.
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Primary Goal of CTV Advertising is Brand Awareness; Funding Sources Shift
Some 24% say that in-house performance teams are primarily responsible for CTV marketing, up from 13% share last year.
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Retail CMOs Say Digital Ads Are Effective at Reaching New Audiences, But Not at Educating Them
The most successful channel cited for reaching target audiences is Google, which 9 in 10 say meets or exceeds expectations.
US Online and Traditional Media Advertising Outlook, 2023-2027
A comprehensive look at several advertising markets in the US, including some milestones to come.
B2B Marketers Tout Social Media’s Influence in the Buyer Journey
Social media is perceived to be the most effective tactic for both top-of-funnel and bottom-of-funnel goals.
Search Ad Costs Are Rising. Here Are the Latest Benchmarks, by Industry
An analysis of search ad campaigns finds that conversion rates are falling and costs-per-lead are increasing in most industries.
Paid Social CPMs Dip as Advertisers Shift Campaign Objectives
Skai notes that sales and lead generation campaigns are growing at the expense of the conversions objective.
How Important is The Top Search Result on Google?
Around 1 in 5 searches last year on Google led to a click on the top result.
Retail Media Budgets Are Growing. Where Are Investments Coming From?
Currently, it appears that Search and Social budgets are most under threat, although marketers said they would pull from offline budgets if they needed to.
Which Digital Channels Do Marketers Around the World Feel Are Most Effective?
Marketers are high social media’s effectiveness and confident in their ability to measure its ROI.
5 Points About Digital Ad Spending in 2022
Social media ad spending stalled in the second half of the year, barely growing from the year-earlier period.
Paid Social Poses Biggest Brand Safety Risk, Advertisers Say
Among those who are making it a priority to de-fund the disinformation ecosystem, a significant share are avoiding ad placements in social in-feed environments.
Improved B2B Marketing and Sales Alignment Bodes Well for Growth
B2B marketers and salespeople say their top priority to drive growth this year is to improve alignment.
Conversations About Brands Tend to Be More Positive When Face-to-Face Than on Social Media
Almost one-quarter of major brands are experiencing political polarization, judging by net sentiment in conversations about them.
TV Viewers Continue to Prefer Ad-Supported Platforms
Roughly 6 in 10 would rather save $4-5 off their subscription than pay that money to avoid ads.
US Online Media Spend in 2022 and the Outlook for 2023
Total US online media spending is expected to grow by 10.8% this year, capturing 6 in 10 media ad dollars.
Retailers Appear to be Shifting Dollars from Social to Search
Two-thirds of respondents said that their KPIs in paid social declined to some extent in 2022.
Which Digital Platforms Are Marketers Prioritizing for Investment This Year?
2023 looks bright for TikTok and Google, and less so for Twitter and Snapchat.