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Nearly 9 in 10 Parents Say Their Kids Influence Their Purchase Decisions

Nearly 9 in 10 Parents Say Their Kids Influence Their Purchase DecisionsFour in 5 parents are more likely to shop at a retailer that makes it easy to involve their children.November 1, 2019

Kids say that family members are one of the top three influencers in their purchasing decisions, and the same might be said when it comes to kids having an influence on their parents’ purchases. According to a report [download page] by NRF, 87% of parents... READ MORE
These Were the Top 10 US Financial Services Advertisers Last Year

These Were the Top 10 US Financial Services Advertisers Last YearGeico leads the pack in US ad spend.October 31, 2019

There’s something to be said about financial services advertising when 6 of the 10 most “talk-worthy” campaigns are from financial services brands. However, some companies are spending far more than others in order to get that word-of-mouth, with... READ MORE
US Adults’ Trust in Mass Media Dips

US Adults’ Trust in Mass Media DipsYounger people are the most mistrustful of the mass media.

Only about two-fifths (41%) of American adults trust the mass media, dropping from 45% last year to match the same percentage as in 2017, per survey results from Gallup. Although trust has wavered somewhat this year after improving in 2018, it remains higher... READ MORE
Email Marketing Trends: Objectives Differ; Deliverability’s A Challenge

Email Marketing Trends: Objectives Differ; Deliverability’s A ChallengeIt's tough to compete for attention in the inbox if your email doesn't make it there in the first place.October 30, 2019

Although an increased number of marketers say their email marketing effectiveness is holding steady this year compared to the last, fewer are seeing even a slight increase in its effectiveness. Some 43% of the almost 300 marketers across a range of sectors... READ MORE
Five Notes on Digital Advertising Revenues in H1

Five Notes on Digital Advertising Revenues in H1Online ad revenue growth was a bit slower than usual, although mobile and video continue their ascent.

Recent estimates show that the online advertising in the US has far surpassed TV ad spending and is predicted to grow apace in the next few years. That being said, a half-year report from the IAB and PwC indicates that growth in online advertising revenues... READ MORE
Here’s How Marketers Would Like to Improve Their Email Efforts

Here’s How Marketers Would Like to Improve Their Email EffortsMore than 6 in 10 email marketers would like to have better cross-channel data insights.October 29, 2019

One of the biggest challenges that email marketers face is simply making their emails interesting enough to be opened. This problem is often exacerbated by marketers not being able to adequately do all the things they want with their emails. In a survey of... READ MORE
Teens’ Video Preferences Continue to Evolve

Teens’ Video Preferences Continue to EvolveDigital heavyweights battle for teen eyeballs amid cable TV's descent.October 28, 2019

For the past few years, US teens have spent the largest portion of their video viewing time with Netflix. But that preference has now changed, as the latest semi-annual teen survey from Piper Jaffray reveals that YouTube has surpassed Netflix to become the... READ MORE
MarTech Now Up to 30% of North American Marketers’ Budgets

MarTech Now Up to 30% of North American Marketers’ BudgetsNorth American companies are spending more on outsourced martech than last year.

The global marketing technology market has increased by 22% year-on-year to reach an estimated $121.5 billion. And, at $65.9 billion (up from $52 billion in 2018), the combined spending in North America and the UK accounts for more than half (54.2%) of the... READ MORE
Audience Targeted Premium Video Ad Views Are on the Rise

Audience Targeted Premium Video Ad Views Are on the RiseAudience targeted ad views still represent a fraction of all premium video ad views, but are growing.

Although audience targeted ad views still only account for a small portion of all premium video ad views, their share is climbing. In fact, growth in audience-targeted video ad views in Q2 2019 was more than triple the rate of content-targeted video ad... READ MORE
What TV Content Genres Do Viewers Prefer?

What TV Content Genres Do Viewers Prefer?The majority of viewers enjoy a laugh, with comedy being the most popular genre for TV and movies.October 24, 2019

It’s safe to say that TV viewers are not wanting for choice when it comes to options on how or where to view their favorite shows. TiVo’s Q2 2019 Video Trends Report [download page] reveals that, on average, viewers use 7.2 video services such as Netflix,... READ MORE
Consumer Spending on Halloween Expected to Dip This Year

Consumer Spending on Halloween Expected to Dip This YearTotal spending Halloween this year is expected to reach $8.8 billion.

Much like this year’s forecast for Easter, consumer retail spending around Halloween is expected to be high but fall short of last year’s total, according to the latest survey from the NRF. Per the survey, an estimated 172 million Americans will celebrate... READ MORE
Here’s How Global Marketing Leaders’ Budgets Are Trending Across Channels

Here’s How Global Marketing Leaders’ Budgets Are Trending Across ChannelsNearly two-thirds of marketing leaders expect to increase their podcast budgets in the coming year.October 23, 2019

Looking ahead, forecasts indicate that the decline in traditional advertising spend is expected to continue as more marketers turn to digital channels, with the US media market size for online advertising predicted to be more than double that of traditional... READ MORE
Millennials Are Talking About These Brands the Most

Millennials Are Talking About These Brands the MostGlobally, social media and messaging brands rank high across markets. What about in the US?

Just as Netflix is the most indispensable TV programming brand among young consumers in the US, it also holds the top ranking for word-of-mouth (W-O-M) among Millennials, per a survey by YouGov BrandIndex. To come to this finding, YouGov first screened 1,753... READ MORE
Marketing Leaders Identify Their Top Brand Challenges

Marketing Leaders Identify Their Top Brand ChallengesMeasuring the impact of brand investments continues to be a key challenge - as is keeping the brand relevant.October 22, 2019

CMOs have been upping their brand investments of late – and seeing payoffs from their increasing spending and efforts. But it’s not all smooth sailing for marketing leaders at enterprise organizations, per findings from a survey by Gartner. Gartner... READ MORE
Here’s How Financial Services Companies Invested Their Ad Dollars Last Year

Here’s How Financial Services Companies Invested Their Ad Dollars Last YearFinancial services brands dedicated less of their ad spend to TV than other advertisers - and more to radio.

Globally, financial services had a median revenue ROI of 3.71% in 2018, per the Global Ad Trends report from WARC. Here’s a look at where the financial services industry invested their ad spend last year. WARC reports that financial services brands... READ MORE
CMOs and the C-Suite: 3 Points

CMOs and the C-Suite: 3 PointsCMOs may not own customer experience after all. October 21, 2019

Top-performing CMOs understand that they must work closely with others in the C-suite in order to impact business priorities and strategic issues. Unfortunately, a study by Deloitte, which focused on how C-suite executives view the contributions of CMOs,... READ MORE
Why Do Different Generations Use Social Media?

Why Do Different Generations Use Social Media?Older generations use social networks more to share pictures and updates, while younger generations enjoy following celebrities and finding inspiration.

For the past few years, Facebook has experienced a decline in usage among younger generations while other social media channels like Instagram have taken the lead. This is especially true among the youngest generation of adults, as a study [download page]... READ MORE
What Makes Smart Speakers and Voice Assistants Creepy?

What Makes Smart Speakers and Voice Assistants Creepy?Half of adults in North America and Europe worry that their voice assistant is listening in on them without their consent.October 18, 2019

Smart speaker ownership has risen dramatically in recent years, and the use of voice assistants has also become more common. Indeed, almost half (45%) of the 5,000 people in Europe and North America surveyed [download page] by Selligent Marketing Cloud for a... READ MORE
UX Professionals Expect AI to Be an Important Trend in Coming Years

UX Professionals Expect AI to Be an Important Trend in Coming YearsEnterprise organizations are seeing an increased demand for UX research in the past year.

More enterprise organizations are seeing the value in user experience (UX): about one-third (32%) of these organizations perceive UX’s value to be high this year, compared to 23% last year. This is in part due to 7 in 10 CEOs now believing that UX is a... READ MORE
Here’s Why Consumers Unfollow Influencers

Here’s Why Consumers Unfollow InfluencersAmong other factors, improperly-labeled paid posts can lead to losing followers.October 17, 2019

More people are crediting influencers for their purchase decisions, with 3 in 5 younger consumers (ages 16-24 years old) saying that influencers have inspired their purchases in the past six months. However, while consumers generally trust influencers’... READ MORE
How DTC Brands Are Using Video Advertising

How DTC Brands Are Using Video AdvertisingDTC brands rely almost exclusively on premium publishers for their video advertisements.

Due in part to the strength of CTV in the digital landscape and the trust advertisers have in premium publishers, the share of impressions attributed to premium media vendors increased 31% year-over-year (y-o-y) in Q2 2019. Extreme Reach’s Q2 2019 Video... READ MORE
How Are Marketers Deciding Where to Allocate Their Budgets This Year?

How Are Marketers Deciding Where to Allocate Their Budgets This Year?The majority of senior marketers feel that research helps with collaboration - and budget decisions.October 16, 2019

The majority of senior marketers believe that their organizations have successfully established integrated marketing communications. And three-quarters (76%) of these same marketers say that research helps collaborate between marketing departments, per a... READ MORE
B2B Decision-Makers Point to Areas for E-Commerce Improvement

B2B Decision-Makers Point to Areas for E-Commerce ImprovementAs well as pricing on the website, there are many other elements that could improve the buying experience.

E-commerce is expected to account for at least one-eighth of global B2B sales next year. With this in mind, how can B2B companies make the online buying experience easier for buyers? Here’s what respondents to a report [download page] by Episerver had... READ MORE
What Issues Contribute to the Breakdown of Marketers’ Trust in the Ad Ecosystem?

What Issues Contribute to the Breakdown of Marketers’ Trust in the Ad Ecosystem?Rebates, fraud and data confidentiality issues have eroded trust in the advertising ecosystem.October 15, 2019

While consumers’ trust in advertisers has been anything but high in recent years, trust between marketers and the advertising ecosystem is also a concern. Here are some of the top issues that have frayed the trust between marketers and advertisers, per a... READ MORE
Online Video Consumption Continues to Rise Globally

Online Video Consumption Continues to Rise GloballyOnline video consumption grew by one-third per year between 2013-2018.

Online video consumption shows no sign of slowing down in the next few years. After surpassing the one hour per day mark last year, a forecast [press release] from Zenith estimates that time spent viewing videos online will increase considerably again this... READ MORE
What Are the Ingredients of a Successful Product Launch?

What Are the Ingredients of a Successful Product Launch?Launch leaders are more than twice as likely to fully understand their target audience, among other factors.

Last year, the number of product launches increased by an average of 27% per company, with some sectors like food and beverage experiencing even greater growth. Because of this influx of new products and launches, 4 in 5 respondents (81%) to a survey by Bain... READ MORE
African Americans Seem Receptive to Ads – But Few Target Them

African Americans Seem Receptive to Ads – But Few Target ThemAfrican-Americans show an above-average likelihood to see advertising as a means of obtaining useful product information.

African-American consumers display an above-average likelihood to find various types of advertising useful, but the advertising investment focused on this group tends to under index their population share, per a recent report [download page] by Nielsen. Per... READ MORE
Shoppers Are Preparing Their Online Grocery Orders in A Variety of Ways

Shoppers Are Preparing Their Online Grocery Orders in A Variety of WaysAbout one-third of US consumers buy groceries online, according to a recent report.

Grocery shopping online is catching on in the US, with estimates showing that sales in this sector grew by more than one-third (35%) year-over-year in 2018, to $24 billion. Even so, online grocery shopping has plenty of room for more growth, as a report... READ MORE
Top 15 B2B Marketing Charts of H1 2019

Top 15 B2B Marketing Charts of H1 2019Our most popular - and insightful - B2B charts from the first half of this year.October 9, 2019

Want to get up to speed on the latest trends in B2B marketing? Check out the most popular charts with our B2B audience during the first half of this year, with valuable data covering a range of topics including content marketing, demand generation,... READ MORE
2019 Tech Update: Mobile and Social Media Usage, by Generation

2019 Tech Update: Mobile and Social Media Usage, by GenerationTechnology adoption among older generations - particular Silents - is rising.

Millennials and Gen Xers continue to have the broadest access to smartphones and the heaviest use of social media versus other generations. However, the adoption of smartphones and social media for the oldest Americans, the Silent generation, has taken off,... READ MORE
More Advertisers Are Discussing and Using Podcast Advertising

More Advertisers Are Discussing and Using Podcast AdvertisingThree-quarters of advertisers say they have discussed potential investment in podcast advertising. October 8, 2019

Podcast advertising in the US is expected to grow considerably in the next 4 years, with its market size doubling between 2019 and 2023 to reach $1.4 billion. This forecast appears to be on-trend, as both the percentage of advertisers discussing the... READ MORE
Consumers: Only One-Quarter of Brand Emails Are Interesting Enough to Open

Consumers: Only One-Quarter of Brand Emails Are Interesting Enough to OpenFrequency of emails remains the biggest annoyance for US email users. October 7, 2019

Although marketers have put social media above email when it comes to perceived effectiveness for the past couple of years, it’s safe to say that email is not dead. In a survey of more than 1,000 US adult knowledge workers by Adobe, respondents estimated... READ MORE
Here Are the Most “Relevant” Brands in the US in 2019

Here Are the Most “Relevant” Brands in the US in 2019Apple retains the top spot for the 5th year in a row.

While the brand at the top of the list of most relevant brands in the US remains steady for another year, the rest of the top 5 has undergone a bit of a shuffle in 2019. So finds Prophet’s Brand Relevance Index [download page], which measures brands across 4... READ MORE
Consumers Say Sponsorships Are Becoming More Influential in Purchase Decisions

Consumers Say Sponsorships Are Becoming More Influential in Purchase DecisionsMore consumers say they are influenced than not by sponsorships - and many find them meaningful, too.October 4, 2019

While a majority of consumers feel that sponsorship of things like sports teams or sporting events is considered advertising, this does not necessarily mean that sponsorship is seen in the same negative light as other advertising. In fact, there’s... READ MORE
Chatbots Continue to Trail Online Chat in Consumer Preference

Chatbots Continue to Trail Online Chat in Consumer Preference24-hour service is one chatbot benefit that outshines online chat.

The majority of customers are still communicating with organizations primarily through the use of email and telephone. But some are warming up to the idea of using online chat, with one-third saying they have used this communication channel in the past 12... READ MORE
Media Agencies Make Progress Towards Transparency

Media Agencies Make Progress Towards TransparencyGiven recent issues many advertisers have updated their contracts with their media agencies.October 3, 2019

A 2016 study by ANA concluded that “numerous non-transparent business practices, including cash rebates to media agencies, were found to be pervasive in a sample of the U.S. media ad-buying ecosystem.” Obviously, this is not a situation that fosters trust.... READ MORE
US Median Household Income Update: Who Gets What?

US Median Household Income Update: Who Gets What?Median household income has increased by 13% since 1988, but has grown much faster for the top than bottom percentiles.

The real median household income in the US was $63,179 last year, representing a (statistically insignificant) 0.9% rise year-over-year from 2017. The figure comes from a new report released by the US Census Bureau, based on official national findings from... READ MORE
About Half of Google Searches Now Result in No Clicks

About Half of Google Searches Now Result in No ClicksMobile appears to be driving a decline in searches with organic clicks. October 1, 2019

Zero-click searches are expected to be one of the top trends that will have a significant impact on SEO in the next few years. And, first the first time, in June 2019, zero-click searches breached the 50% mark in their share of Google searches, per data from... READ MORE
These Metro Areas Have the Highest Concentrations of Young Millennials

These Metro Areas Have the Highest Concentrations of Young MillennialsAlso: a look at the areas with the highest and lowest median ages.September 30, 2019

Young millennials (18-24-year-olds) make up just less than one-tenth (9.4%) of the US population, per US Census Bureau 2017 estimates. But certain metropolitan areas are home to a much larger proportion of 18-24-year-olds than others. If you’re a... READ MORE
What Roles Are CMOs Taking When They Change Companies?

What Roles Are CMOs Taking When They Change Companies?Close to half of CMOs took up their next role at a new company.

When talking to one another, some 3 in 10 (31%) of CMOs say that one of the topics they discuss is advancing in their careers beyond a marketing role. That being said, if a CMO is hoping to move into a broader role such as General Manager or CEO, they have... READ MORE
Almost Half of Newly Appointed CMOs Are Women

Almost Half of Newly Appointed CMOs Are WomenThe rate recorded in H1 2019 is the highest since Russell Reynolds began analyzing CMO appointments by gender.September 27, 2019

It wasn’t long ago that women only made up about one-third (34%) of newly appointed CMOs. But in just four years, that percentage has increased considerably, with new figures from Russell Reynolds Associates revealing that 48% of newly appointed CMOs in H1... READ MORE
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