Insider Intelligence believes search media is the channel least likely to see budget cuts, while CTV, digital video and linear TV will be the most vulnerable.
Marketers with the ability to quickly alter media budgets are 25% more likely than non-agile marketers to report their performance as stronger than industry competitors. And 48% state their marketing
performance exceeded internal expectations and marketing key performance indicators (KPIs), compared with 33% of marketers who do not follow this practice.
Martech is the top area for involving the procurement department, and creative services is less so, the CMO Council and KPMG report.
While Gen Z spends more time on social media than ever before (51% on IG weekly, 48% on TikTok, 37% on Snapchat) and less (15%) watching cable weekly or more, marketers need to rethink their video ad
dollars. Meanwhile, Millennials are still more likely to say they've watched a TV series (69%) and movies (70%) in the last week than social media videos (58%). At MediaPost's TV & Video Insider
Summit, media agency Good Apple's VP, Media, Hyun Lee-Mill, shares their recent tests that identified the most effective ways to balance social media video and CTV spend. How do we optimize across the
current menu of video options?
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.
Many people working from home find their work and personal lives are intertwined -- a trend Microsoft says accelerated during the pandemic, creating a new type of buyer, or persona it calls "the
The remaining ad dollars have gone to digital platforms including YouTube and social media. MoffettNathanson estimates $13 billion was "lost" in TV ad budgets in 2021, and that the total will hit $37
billion in 2025. These results are calculated on TV maintaining its share of nominal U.S. gross domestic product, which it says is 0.38%.
Security is "no longer just a technology issue," according to a study by IDG Communications.
Over the next two years, the buyers expect digital's share to rise about 8%, with digital video and social video the fastest-growing channels within digital over that period.
GoodRx jointly sponsored NASCAR driver Will Rodgers, with a pharma manufacturer, creating a campaign focused on racing to cure Hepatitis C.
Marketing budgets as a percentage of revenue fell to their lowest level in recent history, as CMOs continue to reprioritize channels, programs and resources.
Two out of three marketers surveyed boosted mobile marketing budgets over the past year, due at least partly to the acceleration of ecommerce.
Ad spending will rise by 4.1% in Q2, American Express and The Centre for Business and Economic Research report.
With a Net Promoter score of 92, the Tecovas brand clearly captured the hearts and minds of boot fans. CMO Rich Lesperance explores how the company thinks beyond the bottom line and invested in the
delight metric, both online and in store.
This year, video buyers say they will spend 56% of their total video budgets on digital video (desktop, mobile, CTV), significantly surpassing linear TV's share of 41%.
Native ad formats including paid branded content and influencers now represent the biggest share of digital budgets, supplanting options such as paid search, display, social and video in the media
Only 2% of media agency executives expect their connected TV (CTV) ad budgets to decline this year, while 86% say they will increase, 19% saying it will be "dramatic." Those are among the findings of
a survey of 177 U.S. media agency execs conducted by Pixability in February.
By a margin of more than two-to-one over its next-closest competitor, U.S. media agency execs say YouTube will be the biggest beneficiary of shifts from TV ad budgets into digital media during 2021.
How does a global brand like the Four Seasons Hotel & Resorts oversee media buys for 100+ properties, yet still manage to increase website bookings, boost revenue, and drive incrementality to channels
like SEO and direct for each hotel? Very strategically. Traditionally, the luxury hotel chain's media budgets were fixed and held at property level. That is until their agency, Acronym,
realized it was limiting their advertising reach. Instead, after a successful test pilot, Acronym unified Four Seasons' media buys, and the corporate office essentially gave them what amounts to a
"blank check," which enabled them to provide a more strategic and aggressive media investment.
Local traditional media may see strong benefits. Several marketers at small and-medium sized businesses surveyed said they would "return" to advertising with a "shop local" message, Borrell Associates
finds, buying more advertising, increasing social media activity, and broadening their mix. Borrell's latest poll provides insights into January-March 2021 results as well as how marketers' budgets
look for the remainder of the year.
Advertisers are generally more negative about their ad budgets than their agency and media supplier counterparts, a global survey of 325 ad and media execs fielded by World Media Group finds. The
study, conducted as part of WMG's new report "What's Next For Content-Led Marketing," represents an improvement from where the respondents said ad budgets netted out for 2020.
Nearly two-thirds of ad execs agreed with social media platforms' decisions to ban or restrict former President Donald Trump's account, and many are putting their money where their mouths are,
according to new research from Advertiser Perceptions.
Consumer electronics, sporting goods, and consumer product goods saw an uptick in digital ad spend toward the end of 2020, according to data released Monday.
Two-thirds of all brands are budgeting more, and only a fourth are cutting staff, a study by the CMO Council finds.
The data shared Thursday by Analyst Aaron Kessler marks the beginning of challenges that advertisers will face this year -- not only as the U.S. tries to recover from a year-long battle with a
pandemic that is not subsiding, but to straddle the guidance under a new U.S. president as he tries to put people back to work during record-high unemployment rates.
More small and medium-sized businesses expect to increase their marketing efforts this year. Those planning to spend more will increase media buying by 35%, according to data released Tuesday by
Only 10% of advertisers and agency media planning and buying executives surveyed by the IAB last month say their ad budgets for 2021 are firm for the entire year, while 39% say they are "ballpark"
and 19% say they are flexible for the entire year. Those are among the findings of interviews the IAB conducted with advertisers and agencies as part of a 2021 Marketplace Outlook report, released
Authenticity is the biggest driver of engagement, followed by personalization, Gatepoint Research reports.
A big factor driving digital's increasing share of overall ad budgets is the acceleration of "digital retail advertising," which a new study from Advertiser Perceptions finds is drawing from all
sources of established ad budgets, and isn't likely to stop anytime soon.
Among the agency execs Borrell surveyed, 57% said budgets for OTT and CTV ad buys came from broadcast TV and 42% cited cable tv, with radio at 25%, print at 23%, paid search at 5% and social media at