From content and advertising trends to internet use, B2B marketing and budgets, our collection of Q1 2018’s top marketing charts showcases some macro trends running through the industry while also paying heed to some of the more effective channels and tactics being used by marketing professionals.
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Consumers would distrust rather than trust TV ads more if they made wider use of AI.
Last year, Americans spent as much time visiting retail sites and apps as they did news sites and apps.
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.
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.
Almost one-quarter of major brands are experiencing political polarization, judging by net sentiment in conversations about them.
Roughly 6 in 10 would rather save $4-5 off their subscription than pay that money to avoid ads.
Direct mail is also among the most-used and highly-touted advertising channels.
Almost 90% of those who replaced one or more tools chose a commercial application as the replacement.
The challenge that requires the most time and attention from SMBs is attracting new customers.
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