Most advertisers will increase influencer campaigns as their strategies move beyond the experimental stage and become more refined.
The majority of ad executives are currently utilizing location-based data, and the No. 1 reason is to improve ad targeting.
The percentage of marketing budgets spent on domestic markets continues to be near its all-time high, according to a semiannual survey.
Marketer confidence in the U.S. economy climbed significantly in February from the last time they were surveyed in August 2019, according to the latest installment of bi-annual tracking by The CMO Survey, conducted by Duke Fuqua, Deloitte, and the American Marketing Association. February rose 2.8 points to a confidence index of 62.7 in February from an index of 59.8. The index represents the average of respondents rating their confidence on a 100-point scale with 100 representing "most optimistic."
More than half of retailers will be more conscious of political connections that can be made from what they post on social channels.
After trending downward throughout 2019, so-called "problematic" ad impressions spiked again in the fourth quarter, according to the latest edition of Confiant's Demand Quality Report. The spike likely mirrors historic seasonal trends, as demand generally spikes in the fourth quarter of the media-buying calendar year, putting pressure on both the supply and demand sides to meet advertising goals.
Almost a third of social influencers are purchasing fake engagement activity to fraudulently boost the metrics reported to advertisers.
While the vast majority of big advertisers and agencies are currently using at least some form of geo-targeting in their advertising and media-buying, they are relatively unfamiliar with a promising technology that could enable FM radio broadcasters to deliver it. The technology, known as ZoneCasting, is currently being reviewed by the Federal Communications Commission and could be approved later this year. It would enable FM broadcasters to split advertising copy and/or media buys by geographic zones, making it more competitive as a geo-targeting medium.
OMD was the winningest media agency in 2019, according to the latest edition of R3 Worldwide's new business tracking data. With 369 new account wins and $238.5 million in annualized revenues from the new business, Omnicom's OMD unit was No. 1 by a wide margin over its closest peers.
After direct visits to commerce sites, Google dominates commerce-based traffic on the internet, by a wide margin, according to results of Oribi's "2020 eCommerce Report." The analysis, which is derived from thousands of purchases made by millions of visitors across more than 200 sites, found direct site visits accounted for 48.9% of traffic, but Google's organic (20.6%) and paid (14.1%) platforms accounted for 34.7% of all traffic to commerce sites.