Research released from The Advertising Coalition and conducted by IHS Markit on Wednesday finds that advertising generated $7.1 trillion in sales in 2021, and it supported 28.5 million U.S. jobs.
Kids believe their generation has a much clearer understanding of gender compared to older generations, with 80% of kids and teens trusting people their age to understand who they are and their
gender, including how to articulate and express it. It has begun to surface in search results. The outcome will create challenges if not faced now.
Marketing budgets climbed to 9.5% of total company revenue in 2022 -- up from 6.4% in 2021, but down from 11% in 2020 and 10.5% in 2019, according to Gartner.
"This is about us providing more granular data that's available to help lean into the MMM models that CPGs and retail advertisers have leaned into during the past few years," said Asaf Davidov,
director, head of ad measurement and research at Roku.
Analysis from measurement/analytics company Antenna via MoffettNathanson shows 64% of subscribers signed up for the top-ten streaming services directly via the streamers' company websites, not through
Roku or Amazon Fire TV.
Most customers don't understand what the notices actually mean to them, The CMO Survey reports.
Developers at Qualtrics XM believe they have developed a process to tie the digital experience to the company's bottom line.
The report, from Omnicom Media Group UK, analyzes 75 evolving themes to predict which will rise to prominence by 2025, and how significantly they will scale.
The ability to teach students coding skills and the importance of data is crucial to the future of digital advertising. About 58% of students in a study agree that the ability to write software code
is either equally or more valuable than learning a foreign language for their future career choices.
The rate of North American inflation is projected to rise 5.4%, while the worldwide rate is forecast to increase 4.5% this year.
Ads were measured for potential for brand equity and ability to boost sales, and data was run through Link AI, which predicts TV ads' creative effectiveness. Kantar says last year's Super Bowl ads
featuring celebrities lifted brand equity 20% vs. ads without celebrities. This year, 70% of all pre-released ads include celebrities, vs. 60% for last year's game.
Searching for the best snacks to enjoy on Super Bowl Sunday? Instacart this week launched its first social Super Bowl brand campaign.
Contextual advertising awareness has a steep hill to climb. But brands like Frito Lay, which has tackled the challenge, have found success, GumGum data shows. James Clarke, Frito Lay senior director,
media strategy and CRM, believes success in contextual advertising is less dependent on the brand being advertised and more so on the strength of alignment between messaging and creative with the
surrounding environment in which the ad is placed.
The study also found Facebook is least trusted, while LinkedIn is most trusted, and Instagram is most important for brands.
Winterberry Group, which supports advertising, marketing and media growth initiatives, released new research Thursday suggesting the industry made a comeback from "COVID-recessed" 2020.
IBM Watson Advertising today announced the availability of data from The Weather Company, an IBM Business, on the Amazon Web Services (AWS) Data Exchange.
Gartner analysts predict changes in media, from mobile app tracking to how B2B companies will use machine learning to slow the customer journey. Strategic planning may be the most interesting part of
How do you grow your brand in an extremely fragmented market? For GetYourGuide [GYG], it took consumer data, timing and making a spectacular splash. Already a market leader in Europe, the travel
booking site wanted to boost their brand awareness in the United States, so they turned to out-of-home media to help. In early 2021, with news that domestic travel in the U.S. was expected to open
before Europe and the U.K., they knew it was the optimal time to strike. After collecting data on American's newly acquired habits during lock down, GYG created specific messaging on how consumers
could experience those interests in real life. Zip-code lookalike technology determined GYG's target geographic areas for the OOH placements; which included billboards to maximize reach and transit
and place-based screens to drive website traffic. The campaign cut through the clutter, resulting in a 500% lift in unaided brand awareness, while driving over 42k online conversions - - exceeding
GYG's direct response goals.
One of the fastest-growing segments continues to be new digital and OTT video platforms -- expected to climb globally 23% to $76.3 billion.
NBC sketched out six key areas of segmentation: audience measurement, audience verification, brand measurement, incrementality measurement, sale impact, multi-touch attribution and business-outcome
Every marketer working with data to run campaigns should know something about Microsoft's SQL language built to manage and store information, says Steven Urgo, data insights analyst, Goodway Group.
Adobe announced a collaboration with The Walt Disney Company on Thursday as part of an effort to address the growing talent gap in the technology and digital fields.
Criteo on Wednesday reported that Q3 revenue 2021 grew 13% year-over-year to $211 million, excluding traffic acquisition costs. The company beat consensus by $595 million, and guided Q4 2021 revenue
above analysts' estimates.
Veteran media research exec Vijoy Gopalakrishnan has joined iSpot.tv as chief research officer, largely to further the media research company's "currency" initiatives.
Industry folks discuss cross-platform measurement, now a hot topic along with the MRC's de-accreditation of Nielsen metrics.
Driving this high estimate is the use of Facebook as a fundraising tool.
Skai, formerly Kenshoo, has partnered with Snowflake to offer its research and market intelligence data through the cloud services platform.
Merkle sees marketers struggling to maintain compliance and ensure a safe way to collect first-party data, identify customers, and use that data to power experiences.
Kantar's ad-equity ranking of media channels and brands found that online and mobile games showed the greatest improvement in consumer receptivity. Consumers find gaming ads more "trustworthy,"
"relevant," and "useful" as well as "fun and entertaining." YouTube, Google, and Facebook are still the most trusted social media platforms.
The findings suggest only 1 in 4 marketing organizations say they have a "very effective" CMO-CIO working relationship -- which ties directly to better performance.