Just prior to being exposed for quietly using the questionable practice of "bid-caching," digital ad exchange Index Exchange had been trending upward in all of the quality score and trust ratings compiled by independent assessment firm Pixalate. Its June 2018 Global Seller Trust Index, which was published just prior to the bid-caching news breaking in August, shows Index Exchange moving up three positions to rank as the eighth most trustworthy digital ad exchange. The ranking is a composite of key quality indicators -- including each exchange's reach, ads.txt, masking, invalid traffic and ad viewability.
Media planning and buying, programmatic media, data analytics and research have relatively little risk of being taken in-house, according to findings of executives from 325 companies that have brought at least part of their marketing in-house. The findings, which come from the In-House Agency Forum's and Forrester Research's 2018 State of the Industry Report, reveal that creative services, digital, video and social are far more likely to be serviced in-house.
The confidence of top marketers in the U.S. economy has fallen from a near recent high, according to results of the semi-annual CMO Survey conducted by the American Marketing Association, Deloitte and Duke University's Fuqua School of Business. The findings, which are based on a survey of 324 "top" marketing executives polled in August, fell to an index of 66.8 from an index of 68.9 in February. The results are important, because some observers consider the economic confidence of marketers may be a leading indicator of their willingness to invest in media, marketing and technology.
The national U.S. ad marketplace expanded 10% in July, thanks largely to growth in key categories, such as automotive, pharma and fast-food restaurants, according to Standard Media Index. The main media beneficiary remains digital, which grew 17% vs. July 2017.
Worldwide marketing spending will approach $1.3 trillion this year, with about two-fifths of that going to the U.S. marketplace, according to an updated forecast released today by media and ad industry economists PQ Media. The revised forecast calls for global marketing expenditures -- including advertising -- to expand 5.5% this year to $1.299 trillion in 2018, marking the fastest expansion in 10 years.
The concentration of e-commerce holiday spending around key dates leading up to Christmas represents a "potentially serious threat to brands that don't get in front of consumers early," comScore Head of Client Insights-Retail, Travel & CPG Ryan Williams writes in an advisory published this week. The traditional holiday shopping season of Thanksgiving through Christmas, accounted for 17.7% of e-commerce sales last year, up from 16.8% in 2016 and 16.2% in 2015.
More than a year after its launch, few Facebook users say they are watching "Watch." According to a TDG Research survey of 1,632 adult Facebook users, only 41% indicated that they watch videos via the service at least once a month. "The offering continues to face significant challenges regarding feature awareness and use," the TDG report finds, noting that "half of adult Facebook users have never heard of the free Watch video service, while 24% have heard of it but never used it."
If the sentiment of its own organization is any indication, Google likely will move forward with plans to offer a censored search service in China. At least that's what a poll of technology workers found, including Google's own staff. Conducted recently by anonymous tech workplace community Blind, the survey, which was fielded Aug. 7-15, found that nearly two-thirds (64.3%) of Google workers are okay with Google's plan to collaborate with Dragonfly on a censored search service in China. That compares with just 35.7% of the overall tech community.
Traditional TV companies will lose about $30 billion in profits over the next five years as the aggregation and distribution of programming shifts to "a galaxy of companies that stream video over the internet," Boston Consulting Group predicts in a new report published today. "These competitors include over-the-top (OTT) aggregators such as Netflix and Hulu, direct-to-consumer (D2C) streaming services such as the NFL Network, and online-streaming companies such as Sling TV, DirecTV Now, YouTube TV, and Hulu Plus," BCG writes in "Television's $30 Billion Battlefield."
Brands that allocate 15% or more of their ad budgets to out-of-home media generate significantly greater levels of brand "uplift" from social media, finds a new study published today by IPG Mediabrands' out-of-home media shop, Rapport.