The percentage of executives at advertiser companies who say the following will become more important in the next few years:
Some 64% of TV households subscribe to pay-TV, down from 78% in 2018.
DTC brands are looking to improve on testing, but may face troubles with budgets and buy-in.
Investments in live events appear to be growing, while enthusiasm around virtual events is waning.
The higher the company’s revenue, the more likely that the Marketing Ops team works in close concert with the IT team.
The most common way to define demand gen campaign success is through new pipeline opportunities/revenue sourced.
7 in 10 CMOs say they can accurately measure the effectiveness of their martech investments.
Some 96% of those who have changed their spending habits plan to maintain those changes over the next year.
H1 saw an 80% year-over-year increase in the US of premium video ad impressions using audience targeting.
Lead nurturing is also set to be prioritized more in the coming year, while content syndication falls out of favor.
7 in 10 CMOs say they can accurately measure the effectiveness of their martech investments.
Some 96% of those who have changed their spending habits plan to maintain those changes over the next year.
H1 saw an 80% year-over-year increase in the US of premium video ad impressions using audience targeting.
Lead nurturing is also set to be prioritized more in the coming year, while content syndication falls out of favor.
The top reason why shoppers have switched away from a brand they used to be loyal to is because of cost considerations.
CMOs are more likely to be reporting revenue increases and to be expecting budget growth.
Most agree that being able to watch for free makes up for the lack of newer content.
B2B demand gen teams that met or exceeded their KPIs are more likely to have a lead qualifying team.