Source: IAB / PricewaterhouseCoopers (PwC)
Notes: Online ad revenues in the US have set yet another peak after growing 17% year-over-year in Q3 to reach $12.4 billion. That outpaces the previous high of $12.1 billion set in Q4 2013; expect this current quarter to set yet another record when the figures come out in a few months, given the continued shift in marketing budgets from traditional to digital media.
Related: How Global Media Advertising Dollars Will Be Spent in 2017
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By contrast, they’re more interested in ads that provide product information and discounts.
Prime Video and Hulu seem to be on the ascent.
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More than 3 in 4 ad buyers are adjusting their programmatic vs. direct strategies.
Youth are still the predominant target for influencers, but as the industry matures, the target audience may be shifting.
More than 9 in 10 B2B buyers encounter at least one reason that prevents them from placing orders online.
About half are using CTV to achieve lower-funnel objectives.
While TV ad inflation is projected to grow this year on a global scale, TV will remain in a deflationary environment in the US.
Community or networking events along with brand pop-up events are favored in both the US and UK.
Gen Z adults are particularly unlikely to feel that they have the most in common with their own generation.
Per-person spending is expected to be $177.06, down about $15 from last year.
But shared posts have the biggest impact on consideration behavior.
Last year, global marketing and advertising spend grew by a relatively muted 4%, but this year the market is expected to expand by 7.7%.
Online and non-store sales are expected to account for roughly 28-29% of total retail sales.
Ad relevance might help draw in streaming viewers, many of whom don’t remember seeing any political TV ads.
Notably, 18-29-year-olds are as likely to support as to oppose a US government ban of TikTok.
Affiliate marketing is credited with providing a steady stream of new, innovative marketing partners.
Females and older adults are making some gains, but the podcast audience is still largely male, young, and well-educated.
About 9 in 10 survey respondents report that their organization is increasing its investments in data services.
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