Social media is perceived to be the most effective tactic for both top-of-funnel and bottom-of-funnel goals.
TV Advertising Articles
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How Do People Want to Learn About Brands’ Sustainability Efforts?
Almost 7 in 10 adults agree that businesses have a responsibility to reduce their environmental impact and promote sustainability.
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Marketers Now Say Generative AI is the Most Important Consumer Trend of the Year
As far as generative AI goes, copywriting and data analysis are the areas in which respondents see its biggest potential in marketing.
Digital to Account for More Than Two-Thirds of Global Ad Spend This Year
Retail media spending is expected to exceed TV ad spending (including connected TV) by 2028.
LGBTQ+ Representation in Ads Remains Low
Three-quarters (75%) of non-LGBTQ adults are comfortable seeing an LGBTQ person included in an ad.
The Top Benefits of Merging Linear and Digital Data, per TV Marketers
It’s all about targeting, but there are challenges to overcome.
Gen Z Expresses Preference for Entertaining Rather Than Explicitly Informative Ads
By contrast, Baby Boomers tend to prefer ads that relate to their shopping interests.
US Digital Video Ad Spend to Continue Strong Growth, Powered by CTV and Social Video
Most TV/video buyers consider CTV a “must-have” and say that creator-driven video can be premium.
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.
Total TV Ad Spend to Rise Next Year as CTV Offsets Linear TV Declines
CTV is expected to account for more than 40% of combined linear and CTV ad spending in 2027.
Word-of-Mouth Seems to be More Influential Among Older than Younger Adults
A sizable portion of 18-29-year-olds report turning to TikTok for research before making a big purchase.
Budgets for Creative Are Under Pressure. Where Will Investments be Prioritized?
Slightly more will prioritize targeted promotions and activations than brand-building and awareness.
The Vast Majority of CMOs Expect Their MarTech Spend to Grow
7 in 10 CMOs say they can accurately measure the effectiveness of their martech investments.
Gen Z Consumers Plan to Stick With Their Inflation-Driven Spending Changes
Some 96% of those who have changed their spending habits plan to maintain those changes over the next year.
In the US, Premium Video Ads Are Mostly Being Seen on Connected TV
H1 saw an 80% year-over-year increase in the US of premium video ad impressions using audience targeting.
Gen Z Expresses Preference for Entertaining Rather Than Explicitly Informative Ads
By contrast, Baby Boomers tend to prefer ads that relate to their shopping interests.
US Digital Video Ad Spend to Continue Strong Growth, Powered by CTV and Social Video
Most TV/video buyers consider CTV a “must-have” and say that creator-driven video can be premium.
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.