The US’ Pay-TV Penetration Rate Continues to Fall
Some 64% of TV households subscribe to pay-TV, down from 78% in 2018.
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Where DTC Brands See Opportunities in 2024
DTC brands are looking to improve on testing, but may face troubles with budgets and buy-in.
How Are CMOs Chasing Consumers’ Attention?
Investments in live events appear to be growing, while enthusiasm around virtual events is waning.
About Half of Marketing Operations Teams Work Closely with the C-Suite
The higher the company’s revenue, the more likely that the Marketing Ops team works in close concert with the IT team.
B2B Demand Gen Budgets to Continue Growth amid Focus on Pipeline and Revenue
The most common way to define demand gen campaign success is through new pipeline opportunities/revenue sourced.
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.
B2B Demand Gen Marketers to Increasingly Prioritize High-Quality Lead Programs
Lead nurturing is also set to be prioritized more in the coming year, while content syndication falls out of favor.
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.
B2B Demand Gen Marketers to Increasingly Prioritize High-Quality Lead Programs
Lead nurturing is also set to be prioritized more in the coming year, while content syndication falls out of favor.
4 in 10 US Consumers Want Better Pricing in Exchange for Their Loyalty
The top reason why shoppers have switched away from a brand they used to be loyal to is because of cost considerations.
CMOs’ Budget Outlook Appears to Have Rebounded from Earlier This Year
CMOs are more likely to be reporting revenue increases and to be expecting budget growth.
The Availability of New Content Isn’t That Important to Free TV Streaming Service Users
Most agree that being able to watch for free makes up for the lack of newer content.
B2B Demand Gen: Smaller Companies Catch Up to BDR Best Practices
B2B demand gen teams that met or exceeded their KPIs are more likely to have a lead qualifying team.