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Finding Budget to Scale Content Is a Key Challenge for Marketing Leaders Other common issues include understanding audience engagement and creative processes.
Close to half (47%) of marketing leaders say that when it comes to developing impactful and effective content, having the budget to develop high-quality content at scale is among their top-3 challenges, making this the most widely cited obstacle, per a... READ MORE
How Are Retail Marketers Tracking Shifting Customer Behavior? Four in 10 retail marketers would like to have more real-time shopper behavior insights.
Only 5% of retail marketers are satisfied with the level of depth and granularity of the customer insight and understanding available across their organization, while 57% say they are only satisfied sometimes and that the depth, quality and consistency of... READ MORE
Ad Viewability Increases Across Formats in H2 2019 Brand risk has decreased across formats both globally and in the US.
Mobile app display viewability rates improved globally in the second half of 2019 with an average viewability rate of 68.7%, an increase of 21.9% year-over-year (y-o-y). This is according to the most recent Integral Ad Science (IAS) media quality report... READ MORE
Cord-Cutting: Pay-TV Providers Lost 5.4% of Their Subscribers in 2019 The top broadband providers added close to 2.5 million net subscribers in 2019, while the top pay-TV companies lost almost twice as many.
The top pay-TV providers in the US — representing about 95% of the market — shed a hefty number of subscribers again this past year, according to recent data from Leichtman Research Group (LRG). In 2019, pay-TV providers lost more than 5% of their subscriber... READ MORE
Roku Is the Dominant Player in CTV Premium Video Ad Views Audience-targeted video ad views are on the rise in the US and Europe.
More people are choosing to watch premium video, with video views in the US rose by 17% year-over-year (y-o-y) in Q4 2019. Along with that, video ad views also increased, growing about one-third (34%) y-o-y in the same quarter, per a recent report from... READ MORE
Strength in Customer Journey Mapping A Distinguishing Factor for B2B CX Leaders B2B CX leaders are also more likely than laggards to use personas for different customer types.
A little more than half (52%) of large B2B organizations in North America and Europe report that delivering excellent customer experience is one of the top business challenges they are currently facing. And, according to a new B2B International study... READ MORE
Which Ad Touchpoints Give the Most Positive Brand Impression? Influencers outdo some traditional ad types, but TV still leads among paid media types.
When it comes to the advertising touchpoints that give consumers the most positive impression of a brand, TV ads rule the roost among paid media. And, a new report from GroupM shows that despite the growing use of influencer marketing, influencers are less... READ MORE
Print Coupon Distribution Dropped Again in 2019 At the same time, the number of digital coupons "clipped" increased by nearly 10%.
Print remains the dominant coupon distribution method despite a decrease in promotion activity in 2019, according to new data [download page] from Kantar. Despite being vastly smaller, the number of digital coupons “clipped” rose again, illustrating the... READ MORE
Majority of Consumers Report Mainly Using CTV Devices to Watch Streaming Video Some 93% of adults between 30-44 report having access to a connected TV device.
A strong majority of US consumers have access to a connected TV (CTV) device. And, as the device that’s become the most popular for consumers streaming OTT content, CTV has become ubiquitous to those who choose to bypass traditional television... READ MORE
Content Plays Various Roles in Brands’ Customer Engagement Strategies Content also plays a critical role in demand generation strategies.
A recent report [download page] from the CMO Council and Rock Content reveals that marketing leaders believe interactive brand content is helping to communicate brand promise and value, deliver thought-leadership, and differentiate products and services as... READ MORE
Email Continues to Drive Purchases Around three-quarters of US consumers surveyed claim to have made a purchase from an email.
Despite sometimes being overshadowed by other channels like social media, many marketers still consider email to be one of the most important channels available. And with good reason: as a recent report [download page] from Cheetah Digital and Econsultancy... READ MORE
Spotify Gains Steam in Expanding Online Audio Market Nearly half (48%) of young Americans ages 12-34 listen to Spotify on at least a monthly basis.
Almost 7 in 10 (68%) Americans ages 12+ listen to online audio on a monthly basis. And, while online audio adoption for younger Americans has leveled off, listening by older adults is on the rise, with the Infinite Dial report from Edison Research and Triton... READ MORE
Fewer Consumers Report Window Shopping on Amazon Now Than in 2018 Fewer consumers also fully trust Amazon reviews than did 2 years ago.
Consumers are less likely to use Amazon to discover new brands now than they were in 2018. A recent report [download page] from Tinuiti illustrates how consumers’ shopping habits have changed on the site when it comes to window shopping for new products or... READ MORE
This Is What Marketers Want From Customer Data Platforms Customer engagement is the primary reason 8 in 10 marketers use a CDP.
The use of a customer data platform (CDP) has become a staple for marketing teams wanting to achieve unified and data-driven customer management. According to recent research from Advertiser Perceptions, marketers are turning to CDPs for better customer... READ MORE
2019’s Most Loved B2C Brands Differ in Online and Offline Conversations Nintendo Switch tops the list offline while American Family is #1 online.
Nintendo Switch tops the list of most loved brands offline, while American Family is considered the most loved brand online. Here’s how other brands fared in an analysis [press release] of top brands by Engagement Labs. In its analysis of more than 600 US... READ MORE
B2B Buyers Rely on Vendor Websites for Content More than half of martech buyers say they're more likely to purchase from a vendor after reading its content.
With B2B buyers reading a reported 13 pieces of content before making a buying decision, it’s clear that content plays a vital role in the buyer’s journey. So, where are buyers finding the content they need? For most buyers of marketing technology, vendor... READ MORE
What Creative Goals are Digital Advertisers Setting This Year? Digital advertisers plan to focus on creative relevancy and efficiency.
Effective creative can have an impact on business in the form of increased brand recognition and customer engagement. As such, a new study [download page] from Forrester Consulting and Celtra found that digital advertising decision-makers are making... READ MORE
Consumers Are in A Different Mood When Visiting YouTube Than Other Social Platforms 1 in 4 adults report their general state of mind as "zoning out" when using Facebook and Instagram.
Presented with a short list of moods and asked to select their state of mind when visiting various websites and apps, around 6 in 10 (58%) consumers report feeling curious and in a mood to learn when using the open web, while more are happy and upbeat when... READ MORE
Businesses Most Likely to Use Text For Scheduling and Customer Support More than two-thirds (68%) of consumers value texts reminding them of an appointment.
A majority of businesses that use texting to engage with customers do so for scheduling purposes, with about half using the messaging tool for customer service and support. Companies’ preference for these and other use cases for texting generally aligns with... READ MORE
For Marketers Adopting Agile, What’s the Draw? Agile marketers believe they are able to get things released faster and be more productive.
Two-fifths (42%) of marketers say that they are now using at least some aspects of an Agile marketing approach, up from 32% last year. At the same time, the number of marketers using traditional marketing has dropped from 50% to 41%. So, why are marketers... READ MORE
Almost 1 in 5 Emails from US Senders Failed to Reach the Inbox Last Year Globally, promotional emails made it to inboxes 83% of the time.
Inbox placement rates have declined in the US, with an average of 82% of promotional emails from US senders reaching the inbox in the fourth quarter of 2019, down from 85% during the same quarter of 2018. This is according to Validity’s latest annual Email... READ MORE
Video Ad Benchmarks in 2019: Completion Rates Rise The invalid traffic rate has plummeted over the past few years, a welcome development.
Video ad completion rates continue to improve even as click-through rates hit a new low. And, while connected TV remains the device to watch, tablets are closing the gap when it comes to completion rates, per the latest benchmarking data [download page] from... READ MORE
2 in 3 Consumers Consider It A Risk to Give Personal Information to Companies 8 in 10 consumers say they are more concerned about the privacy of their data than they used to be.
About 9 in 10 consumers are concerned about the privacy of their data, and 80% report they are more concerned about the privacy of their data than they used to be. Indeed, in a survey [download page] of more than 1,000 US adults, Yes Marketing found that 6... READ MORE
Omnichannel Food Shopping Households Predicted to Grow Almost 30% by 2025 Some 44% of US households are omnichannel food shoppers.
More than 6 in 10 US shoppers say convenience is important when shopping for groceries, with a full two-thirds saying that they are willing to pay more for this convenience. Whether it be for convenience or greater availability of items, more than two-fifths... READ MORE
Half of Young People in the US Have Listened to a Podcast in the Past Month About one-quarter of Americans report listening to podcasts weekly.
The number of US consumers (ages 12 and up) who listen to podcasts on a monthly basis continues to rise, up to 37% this year, from 32% in 2019. While podcast listening has increased across all age groups, more young people between the ages of 12 and 34... READ MORE
B2B Marketers Say Personalization is Harder for Them Than for B2C. Are They Right? 4 in 10 B2B marketers say B2C marketers have better data at their disposal.
Personalization remains a strategy that most B2B marketers are interested in pursuing this year. But for many, the simple fact is that personalization is a challenge. A new survey of more than 200 B2B sales and marketing professionals conducted by Folloze... READ MORE
Who Were the Most Frequent Moviegoers in 2019? Hispanics comprise one-quarter of frequent moviegoers.
Three-quarters (76%) of North Americans are moviegoers, buying 1.24 billion movie tickets in 2019. So, who are these moviegoers and who’s going to the movies most frequently? Here’s what the THEME Report for 2019 from the Motion Picture Association... READ MORE
US Consumers Feel That Targeted Online Political Ads Should be Regulated to Some Degree 1 in 5 US adults believe that no political ads should be shown on websites.
With this year’s US presidential election approaching, US consumers are being exposed to political ads wherever they turn, including online. And, as online targeting methods improve, making it possible for political advertisers to narrow in on the audience... READ MORE
1 in 4 American Youth Say They’re Using TikTok WhatsApp use has also increased among younger Americans.
Instagram use among younger Americans has been increasing over the past few years, with nearly 7 in 10 (68%) Americans between the ages of 12 and 34 now reporting that they use the popular app. But, while Instagram leads in usage with this age group, the... READ MORE
What Are Consumers Willing to Do to Earn Loyalty Rewards Faster? 7 in 10 consumers say they are willing to take surveys to receive rewards faster.
US consumers are attracted to loyalty programs, especially those that offer free products or discounts. That’s not to say, however, that consumers don’t wish for some improvements in these programs. According to a new report [download page] from Merkle,... READ MORE
Lack of Confidence in Data Governance Leads to Distrust in Data Insights Some 78% of businesses consider "data debt" to be a problem.
A full 85% of organizations consider data to be one of their most valuable assets, according to a survey of respondents with visibility into their organizations’ customer or prospect data management practices. However, a struggle to thoroughly leverage... READ MORE
An Age Gap Emerges in the Streaming Video Ad vs. Costs Debate 6 in 10 adults 55+ would not consider paying less for streaming services in exchange for seeing ads.
About half of US adults would not consider paying a lower monthly fee for streaming video services in exchange for seeing more advertisements. The question of whether ads could become a more common feature in streaming service models raises a conflict among... READ MORE
2020 Email Deliverability Benchmark Deliverability statistics for 30 individual countries.
[Sponsored by Validity] Now more than ever, as budgets shift to digital channels, marketers must trust in email to communicate with their audiences. But because of poor email practices, one in six emails usually never reach the inbox. How does your email... READ MORE
This Is How US Consumers Are Responding to Influencers’ Product Posts One-quarter of younger shoppers claim to have purchased a product directly as a result of an influencer's post.
A rise in both mobile usage and consumers’ interaction with social media is having a notable impact on buying habits. Data from Episerver’s latest report [download page] indicates that the percentage of consumers who have purchased directly from a social... READ MORE
Suspicion of Fake Reviews Turns Off Potential Customers Consumers want websites to publish their reviews process.
The way consumers feel about fake reviews is a key factor in understanding how trust influences people’s purchase decisions. Recent data from Bazaarvoice found that 54% of consumers across 5 countries would not buy a product if they suspected it to have fake... READ MORE
Consumers: Netflix Produces the Best Original Content Netflix remains the most indispensable viewing source, while Disney+ proves a hit with younger audiences.
TV and subscription video-on-demand (SVOD) brands have been investing billions of dollars to acquire new content, with much of that investment going into creating original shows. There’s good reasoning behind this expenditure, as a new report [download page]... READ MORE
Three Points B2B Sellers Should Consider to Improve Buyers’ Experiences 3 in 4 buyers said that a vendor’s response speed was important when selecting software or technology.
Seven in 10 (71%) B2B tech buyers believe that the relationship with the sales representative influenced their recent purchase. Indeed, the relationship with the sales rep appears to influence more buyers than vendor trust, with fewer (54% of) buyers saying... READ MORE
3 in 4 Consumers Say They’re More Likely to Trust a Brand They Know 4 in 5 consumers think brands can support a cause and still make money.
The way consumers feel about a brand in terms of trust, authenticity, and social responsibility, is having a growing impact on their purchase decisions. A new report [pdf] from Ipsos has found that while 73% of consumers are more likely to trust a brand they... READ MORE
Global Box Office Revenues Grow Despite a Drop in North America North American box office takings accounted for 27% of global box office revenues.
Total global box office revenues grew to $42.2 billion last year, which was about a 1% increase over the $41.8 billion from 2018. This is according to the most recent THEME Report from the Motion Picture Association (MPA), which covers global activity in... READ MORE
Marketers Are Looking for Innovative Ideas and Strategic Direction from Agencies Creativity remains the attribute most in demand when searching for an agency.
Although many businesses are bringing agency work in-house, talent gaps have led some businesses to rely on outsourcing. A new report [download page] from Ascend2 explores agency trends, finding that 59% of marketers intend to use agencies for online... READ MORE
Marketers Are Improving in Their Use of Omni-Channel Data: 4 Points Personalization appears to be maturing, and departments are generally aligned.
As consumers continue to shop and browse across multiple devices, it appears that marketers have certainly caught up with the trend. The vast majority of those surveyed by Merkle for their latest report [download page] say that they have moved from... READ MORE
Women in the US Are Most Impressed with These Brands Dawn tops the list for the second year in a row.
When it comes to brands that have a positive impression with women, CPG companies look to be in higher favor than even the largest e-commerce brand. Indeed, once again this year Dawn takes the top spot in YouGov’s latest BrandIndex ranking of the brands with... READ MORE
Heavy Podcast Listeners Take Their Favorites to Work The US podcast audience is currently growing at a compound average growth rate of 20%.
The number of US adults who listen to podcasts on a daily basis grew by more than 3.6 million in 2019, with the average number of podcast episodes listened to per week increasing by 10%. In fact, data from Nielsen indicates that the total podcast audience is... READ MORE
Streaming Video Ad Quality Worsens in One Key Area Start time - considered by some to be the most important metric - worsened.
Globally, time spent streaming – whether it be on desktop, mobile or through connected TV (CTV) – grew by 58% year-over-year (y-o-y) in Q4 2019, opening up even more opportunities for video advertisers. Streaming video ad quality did see some... READ MORE
Marketers Say They’re More Interested in Working with Micro-Influencers Than Celebrities Instagram remains the platform of choice for influencer content.
Two in 5 (40% of) marketers and agencies report having run at least 6 influencer marketing campaigns last year, with 16% saying their influencer campaigns were always on. The future of influencer marketing also looks promising, with about 3 in 5 (57%) of the... READ MORE
Here Are the Top Brands US Customers Would Recommend Grocery chain HEB tops the list.
Word-of-mouth remains one of the greatest influencers when it comes to where to shop and what to purchase, with almost half (47%) of consumers saying that it is a very important factor when it comes to purchasing a product. So, which brands are most likely... READ MORE
Marketers Expect to Prioritize AI Use for Ad Creation and Placement Currently, about one-third of marketers and agency executive surveyed are using AI to create ads.
Recently, some marketing professionals labeled artificial intelligence (AI) as one of the most overhyped technologies after chatbots and podcasts. However, while a recent study by Advertiser Perceptions found that half of the more than 300 marketers and... READ MORE
Facebook Ad Campaigns Look to Boost Post Engagement; Instagram Advertisers Focused on Clicks Increasing video views is less of a campaign priority.
Global advertising revenue for Facebook (including Instagram, WhatsApp and Messenger) is expected to grow by 19% to reach almost $83 billion this year. But what are advertisers hoping to achieve with their ads on Facebook and Instagram? Here’s what a new... READ MORE
New Deck: Top 20 B2B Marketing Charts of 2019 Our most popular and insightful B2B charts of 2019, assembled into a deck with commentary.
From content marketing to budgets, metrics, and processes, our collection of 2019’s top B2B marketing charts reveals some of the most important trends in the B2B marketing space from both the marketer and buyer perspective. Head on over here to... READ MORE No Downloads found
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