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
A number of recent studies, including recent Wall Street analysts' reports, indicate OTT has been a major beneficiary of shifting media mixes during the COVID-19 pandemic. Preliminary findings from
Borrell's annual local ad agency report indicate the budgets are coming primarily from conventional TV.
Marketers have spent the last several months recalibrating their strategies to fit consumer behaviors, despite taking drastic Q2 budget cuts. Budgets are rising for the holiday quarter, according to
What you spend says so much more than what you intend. Budgetary commitment measures get to the heart of marketing strategies and the stories that underpin them. 2020 has been a year with more plot
twists than an Agatha Christie novel.
Marketers have doubled their use of digital during the pandemic, compared with sales and offline marketing channels. Their use of online marketing has increased by 88% of which 45% began using
digital for the first time during COVID-19. Compare this with sales reps, which increased by 45%; and print, TV and radio increased by 35%. For reference-net of digital: social 51%, email 51%,
display, 48%, video 43%, and webinars 40%, according to Google.
As of early August, advertisers and agency executives responsible for setting ad budgets projected the U.S. ad economy would decline 8.0% this year, but would rebound 5.3% in 2021. That's the finding
of the sixth in a series of buy-side surveys fielded by the Interactive Advertising Bureau to track the impact of the COVID-19 pandemic. While the IAB did not report scenarios for ad spending by
medium in 2021, the respondents said that during 2020 digital media ad spending would actually rise 6%, while "traditional" media ad spending would decline 30% (see separate story for more details).
Although most ad execs expect their budgets to decline for the foreseeable future due to COVID-19, the rate of ad budget erosion appears to be moderating, according to findings of the latest edition
of Advertiser Perceptions' special COVID-19 tracking studies.
Industrial firms are cautious as businesses start to re-open, IEEE GlobalSpec finds in new research.