The percentage of US adults who reported that since the COVID-19 crisis began they have used a brand, product, service or feature that they had never used before in the following areas, comparing responses from April 2021 to those from a year earlier:
Global ad spending is expected to top $1 trillion next year, with 5 media owners alone vacuuming up more than half of that spend.
YouTube now accounts for more CTV streaming hours than Netflix, while ad-supported services are more popular than non-ad-supported ones.
About 1 in 7 (14% of) organizations are regularly using generative AI in marketing and sales.
Community engagement and interaction features are important to marketers.
Middle-aged Americans are equally as likely to consume liquor as beer the most.
SVOD is a more preferred source of entertainment than live TV among the US adult population.
Most marketers report looking at their content marketing performance data on at least a weekly basis.
More than 7 in 10 organizers agree that their leadership team and C-suite support their in-person event strategy.
More than one-third of viewers who recall seeing QR codes in TV ads say they interacted with them.
SVOD is a more preferred source of entertainment than live TV among the US adult population.
Most marketers report looking at their content marketing performance data on at least a weekly basis.
More than 7 in 10 organizers agree that their leadership team and C-suite support their in-person event strategy.
More than one-third of viewers who recall seeing QR codes in TV ads say they interacted with them.
Almost 3 in 4 consumers would buy a more expensive food and drink product over a cheaper alternative if it came from a trusted brand.
Brand and targeting are having more of an impact on short-term sales effectiveness, while the influence of reach is waning.
More than half of radio ads analyzed contain humorous elements, about twice the share of digital ads.
B2B marketers and salespeople say their top priority to drive growth this year is to improve alignment.