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How Can Brands Better Reflect Consumer Values?

How Can Brands Better Reflect Consumer Values? Only about 1 in 10 Americans feel they are represented in the advertising they see.

While it’s true that there are certain groups of Americans who feel vastly underrepresented in advertising, it appears advertisers are not doing an adequate job of representing US consumers as a whole. All in all only about 1 in 10 (9%) of the almost 21,000... READ MORE
Auto Demand Weakens, but Not Precipitously

Auto Demand Weakens, but Not Precipitously Auto purchase intent seems to have declined more moderately in the US than in European countries.

Although automotive advertisers anticipate their sector to be one of the areas hit hardest by COVID-19, it turns out that the auto industry may not be as bad off as originally assumed. Recent data [press release] from Ipsos finds that, while the number of US... READ MORE
5 Points About ABM Tools & Priorities

5 Points About ABM Tools & Priorities Companies with full ABM programs in place are investing close to two-fifths of their total marketing budgets to these initiatives.

The use of account-based marketing (ABM) programs continues to expand. In a survey [download page] by Demandbase of more than 600 respondents from companies of various sizes, 6 in 10 (61%) say they have a full ABM program in place or are currently running a... READ MORE
Carousel Posts Show Strong Engagement Rates on Instagram

Carousel Posts Show Strong Engagement Rates on Instagram About 1 in 5 Instagram brand posts analyzed in July were carousel posts.

There are a number of ways to increase Instagram Story engagement, but what about engagement with feed content? According to a recent study by Socialinsider and Bannersnack, it’s carousel posts that are offering brands flexibility in their marketing on the... READ MORE
Search Ad Trends During the COVID Quarter: Clicks Rise; Formats Differ

Search Ad Trends During the COVID Quarter: Clicks Rise; Formats Differ Local Inventory Ads' share of Google Shopping clicks plunged during Q2.

The second quarter of 2020 encompassed the sustained spread of the coronavirus, and is when the full impact of the pandemic could begin to be seen. As with other areas of marketing, paid search has experienced its own effects. Recent benchmark data shows the... READ MORE
2 in 3 Americans Believe Boycotts Are Effective

2 in 3 Americans Believe Boycotts Are Effective Americans with higher incomes are more likely than average to have boycotted a business.

Americans often are not shy about letting their wallets speak when a brand does something that displeases them, whether it be the business acting irresponsibly, allowing a data breach or failing to represent their community or ethnicity. New data from YouGov... READ MORE
5 Points About CMOs’ Budgets Heading into 2021

5 Points About CMOs’ Budgets Heading into 2021 More than two-thirds of marketers expect their martech budgets to increase in 2021.

Roughly 2 in 3 (68%) CMOs expect their martech budget to increase in 2021, despite the impacts of COVID-19 being seen elsewhere in budget decisions, according to Gartner’s latest annual CMO Spend Survey [download page]. Here are 5 key points about what CMOs’... READ MORE
Email Engagement Rates Stabilize After COVID Spike

Email Engagement Rates Stabilize After COVID Spike Despite a downward trend, open and click-through rates remained around 20% higher at the end of the period of analysis as compared to its start.

COVID-19 has had an effect on email marketing, and new data [registration required] from GetResponse indicates that response rates increased quite significantly during the first weeks of the pandemic. The analysis of active GetResponse customers (largely... READ MORE
Beauty Shoppers Are Relying More on Social Media for Product Information

Beauty Shoppers Are Relying More on Social Media for Product Information YouTube and Instagram are becoming primary online sources for information about beauty and grooming products.

Even though advertisers for the US beauty industry are investing less than one-quarter of their budgets in digital channels, the internet is a common source of information when US consumers are researching beauty and grooming products. In a recent edition of... READ MORE
Sponsored Brand Ad Spend on Amazon Grows Again in Q2

Sponsored Brand Ad Spend on Amazon Grows Again in Q2 The vast majority of Sponsored Brand ad conversions come from Top of Search placements.

US Sponsored Brands spend via Amazon’s ad console rose 60% year-over-year in Q2, helped by new customization capabilities, according to new figures [download page] from Tinuiti. The ad format, despite not being as prevalent as Sponsored Products, saw... READ MORE
B2B Marketers Lend Their Support to Influencer Programs

B2B Marketers Lend Their Support to Influencer Programs 4 in 10 B2B marketers expect to hike their influencer budgets next year, and they're expecting a host of benefits from doing so.

Some 4 in 10 (38%) B2B marketers expect their influencer marketing budgets to increase into 2021, with a further 42% expecting that these budgets will stay the same, according to TopRank Marketing’s first report [download page] on the state of B2B influencer... READ MORE
Agencies’ Planning Function Grows in Importance During Pandemic

Agencies’ Planning Function Grows in Importance During Pandemic More than 9 in 10 agency strategists say that at least some of their clients have required new strategic thinking due to COVID-19.

The majority of strategists agree (27%) or strongly agree (68%) that clients need strategists more in a time of uncertainty. The COVID-19 pandemic certainly qualifies as one of those times… Here’s what a global survey [subscription required] of agency... READ MORE
These Are the Lead Magnets SMBs Say Convert Best

These Are the Lead Magnets SMBs Say Convert Best Video is believed to be the lead magnet with the highest conversion rate, though responses differed by company size.

One challenge for demand generation marketers is finding ways to bring in higher quality leads, particularly at a time when regulations have made it more difficult to cultivate contact information. One way to overcome this challenge is to offer something of... READ MORE
What Elements Should Companies Consider for Their Employer Branding?

What Elements Should Companies Consider for Their Employer Branding? Close to three-quarters of professionals believe that having a defined and clearly articulated culture is an essential element of an employer brand.

While it may not always be top-of-mind for companies, employer branding is important in attracting skilled employees. And, per a new report [executive summary download page] from Hinge Research Institute, one of the top elements of an employer brand –... READ MORE
COVID-19 Puts Younger Households’ Income at Risk, but Boomers are Also Changing Their CPG Buying Habits

COVID-19 Puts Younger Households’ Income at Risk, but Boomers are Also Changing Their CPG Buying Habits About one-quarter of older Boomers say their household income is at risk due to COVID-19. Younger consumers have been impacted far more.

Uncertainty is a fallout of the COVID-19 pandemic that has impacted consumers and professionals alike. But when it comes to perceptions of financial uncertainty, the impacts have been felt differently across age groups. Boomers’ household income is... READ MORE
8 Points About What Influencer Followers Want and How They Feel

8 Points About What Influencer Followers Want and How They Feel Influencer followers want to see more how-to tutorials since the outbreak of COVID-19.

Social media influencers appear to have a more captive audience now than they did at the beginning of the COVID-19 pandemic. A recent report [download page] from Influencer and GlobalWebIndex shows that close to 7 in 10 consumers who follow influencers... READ MORE
2020 Email Deliverability Benchmark

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
Direct Mail Continues to Show Results in ROI and Response Rate

Direct Mail Continues to Show Results in ROI and Response Rate Postcards remain the most frequently used type of direct mail, although dimensional mail is most highly rated for representing brands.

When it comes to a multichannel campaign, certain channels can prove more successful than others at reaching specific target audiences. But marketers should keep in mind the benefits of direct mail, with a 12% increase in good or very good response rates to... READ MORE
Shopping via Social Media on the Rise

Shopping via Social Media on the Rise Close to one-fifth (18%) of US consumers have shopped on social media by using a "buy" button.

Consumers are gaining confidence in the idea that they could do nearly all of their shopping online. In a new report [sample], GfK found that more than half (52%) of US consumers believe they can shop online for almost 100% of the products or services they... READ MORE
The “Graying” of America

The “Graying” of America The number of Americans ages 65-74 grew by an impressive 44% during the 2010s. As for 18-24-year-olds? Their numbers actually decreased.

While marketers seem to continue to focus their efforts on youth, broader population dynamics indicate that targeting products and services to older Americans would be a wise move for many businesses. We at MarketingCharts reviewed 10 years’ worth of... READ MORE
Content Marketers Emphasize Innovation

Content Marketers Emphasize Innovation Budget optimism also abounded, and may not have taken too much of a hit from the pandemic.

Prior to the start of 2020 (and before COVID-19), marketers were optimistic about the future of content marketing. Confirming this is a recently released study [download page] by the ANA and the Content Council, based on a 2019 survey of more than 120... READ MORE
COVID-19 Uncertainty Impacts Back-to-School Shopping

COVID-19 Uncertainty Impacts Back-to-School Shopping Back-to-school spending is expected to exceed the $100 billion mark this year, in part due to online learning.

The COVID-19 pandemic has created uncertainty in just about every facet of life. Whether or not kids and college students in the US will head back into the classroom in August and September has not escaped this uncertainty, despite federal mandates that... READ MORE
Video Games Provide Entertainment for All Ages

Video Games Provide Entertainment for All Ages While gamers are predominantly young and middle-aged, about 1 in 7 are 55 and older.

Playing video games continues to be a favorite pastime for Americans, with three-quarters of US households having at least one video game player. And, while 7 in 10 Americans under the age of 18 play video games regularly, a new report [pdf] from the... READ MORE
CTV Viewers Are Watching Ad-Supported Content. But How Do They Respond to Ads?

CTV Viewers Are Watching Ad-Supported Content. But How Do They Respond to Ads? Close to 6 in 10 CTV viewers see ads for products they have an interest in while watching ad-supported CTV.

Connected TV (CTV) usage is on the rise, with streaming hours via these devices growing considerably since 2019. And, with 60% of streamers choosing to watch free content, according to a new report [download page] from SpotX, ad-supported SVOD is likely to... READ MORE
Household Grocery Spending Rises During H1

Household Grocery Spending Rises During H1 March saw the biggest y-o-y spend increases on grocery so far this year as lockdowns went into effect.

The impact of the COVID-19 pandemic on food shopping has been visible since the beginning of the crisis, with online grocery sales doubling in March and mobile e-commerce grocery spend growing in Q1, according to previous research. New data [press release]... READ MORE
Gen Z Spotify Users Spend Plenty of Time with the Platform

Gen Z Spotify Users Spend Plenty of Time with the Platform Spotify isn't yet as widely used by Gen Z as the top streaming video services, but those who do use it are heavy listeners.

As well as valuing creativity and affordability, Gen Z is a generation of streamers, with 74% saying they are dependent on technology to entertain themselves, per a new report [download page] from the Center of Generational Kinetics (CGK). In its report CGK... READ MORE
Data Hub: Coronavirus and Marketing [Updated]

Data Hub: Coronavirus and Marketing [Updated] Updated data on the impact coronavirus is having on consumers and marketers.

Let’s take an updated look at how marketers and consumers are dealing with this crisis. The below is a curated list of data that we’ve gathered in recent weeks, but with news about the global spread of the coronavirus and its effects on consumers... READ MORE
5 Points About the US Podcast Ad Market

5 Points About the US Podcast Ad Market The estimated size of the US podcast advertising market grew by 48% y-o-y to reach more than $708 million in 2019.

As the number of US adults listening to podcasts continues to grow, so too does the opportunity for advertisers to use the popular medium. According to the IAB and PwC’s latest Podcast Advertising Revenue Study [download page], 2019 saw a 48% increase... READ MORE
Podcast Listeners Could Represent an Opportunity for the Auto Industry

Podcast Listeners Could Represent an Opportunity for the Auto Industry Online vehicle shoppers are likely to take action after hearing an ad in a podcast.

With more than 35 million Americans shopping for a new car online, of which 29% are listening to podcasts, is the auto industry facing a unique opportunity to engage customers? New data from Nielsen explores how marketers in the auto industry, which has been... READ MORE
Pay-TV Continues to Lag Streaming Services in Value Perception

Pay-TV Continues to Lag Streaming Services in Value Perception Meanwhile, many youth are willing to pay to stream a movie that's being released in theaters.

There’s no shortage of options when it comes to subscription video-on-demand services (SVOD). And, while some Americans opt to subscribe to only pay-TV or SVOD, more than half (54%) subscribe to both. But do customers feel like they are getting value... READ MORE
Time Spent With Streaming Audio is Also Growing Amid the COVID-19 Pandemic

Time Spent With Streaming Audio is Also Growing Amid the COVID-19 Pandemic Streaming audio listeners have increased their time spent with the format by an average of almost 1 hour per day over a 6-month period.

It’s not just OTT and pay-TV viewing that have seen an increase in use since the beginning of the coronavirus. Audio streaming has also been on the rise as people spend more time in their homes. Indeed, per recent data from Comscore, US households have... READ MORE
The Brand Takes Priority for CMOs

The Brand Takes Priority for CMOs Brand strategy ranked highest among the top 3 marketing capabilities in 2020 for enterprise company CMOs.

CMOs’ approach to strategy and budget has been necessarily impacted by the COVID-19 crisis. According to Gartner’s annual CMO Spend Survey [download page] for 2020, their priorities are changing, and almost half of CMOs (44%) face budget cuts this... READ MORE
These Are Considered the Most Important Factors in Achieving Multichannel Campaign ROI

These Are Considered the Most Important Factors in Achieving Multichannel Campaign ROI Close to three-quarters (74%) of survey respondents cite data accuracy as one of the most important factors to the success of a multi-channel campaign.

Multichannel marketing is a well-established approach to staying close to a customer throughout their purchase journey. In PFL and Demand Metric’s latest report [download page] on the state of multichannel marketing, almost two-thirds (65%) of... READ MORE
These Were the Largest Instagram Advertisers in Q2 2020

These Were the Largest Instagram Advertisers in Q2 2020 Disney was the biggest US advertiser on Instagram in Q2 by a sizable margin.

Amazon, CBS and the US Census Bureau are among the top 10 advertisers on Instagram in Q2 2020, per a report [download page] from Pathmatics. Here’s an outline of the top spenders and the most prominent sectors, along with some other key findings. In the list... READ MORE
How is the Esports Industry Responding to the Coronavirus Pandemic?

How is the Esports Industry Responding to the Coronavirus Pandemic? Some 58% of esports companies report that COVID-19's impact on live events is one of the top trends impacting the industry.

A majority (56%) of esports companies have changed their business strategy as a result of the COVID-19 pandemic, according to a report [download page] from Esports Business Summit and Esports Business Research Group covering the state of this growing... READ MORE
What Types of Content Generate Leads That Convert?

What Types of Content Generate Leads That Convert? Video is perceived to be one of the most effective types of content for generating leads that convert.

A strong majority of marketers believe they have a lead generation strategy that is successful in achieving conversions. This finding comes from a new report [download page] from Ascend2, which notes that 9 in 10 marketers surveyed say their lead generation... READ MORE
Instagram Stories: 10 Benchmarks for Q1 2020

Instagram Stories: 10 Benchmarks for Q1 2020 Instagram accounts with 50K or fewer followers have a higher reach rate than those accounts with more followers.

With more than half of Instagram’s 1 billion-plus users consuming Stories daily and average Story completion rate rising from 73% in 2018 to 87% in 2020, it’s no wonder that brands are turning to the feature to gain reach and engagement. Here are some key... READ MORE
Facebook Boasts High CTRs for Educator-Targeted Ads

Facebook Boasts High CTRs for Educator-Targeted Ads Facebook boasts the highest unique click-through rate for ads aimed at educators.

Ads placed in Facebook news feeds account for almost three-quarters (74.3%) of total link clicks from Facebook ads targeted towards educators, per a new study [download page] from MDR. The report explores the optimum placement, platform and time for... READ MORE
US Out-of-Home Advertising Growth Slows in Q1 2020

US Out-of-Home Advertising Growth Slows in Q1 2020 Out-of-home advertising in the US grew by 4.8% year-over-year in Q1 2020.

US out-of-home (OOH) advertising revenue grew by 4.8% year-over-year in Q1 2020 to reach $1.9 billion. But although any growth is welcome in the current climate, this represents the smallest percentage year-over-year growth OOH has seen since Q3 2018,... READ MORE
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