Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "budgets"
- Recovery during challenging economic times is a difficult process and risk can explode in directions marketers could not imagine, even with progressive technologies like machine learning and AI.
- Every organization is now a tech organization; every industry has been disrupted. To stay relevant and thrive, evolving enterprise organizations must surrender their best practices, their organizational structures and even their understanding of their product or service. How can you be a digital change agent in your organization, no matter your level or tech budget? Young Life's Digital Transformation Chief, R. Scott Harris, will share principles and life hacks to encourage you in a balanced people, process, platform and performance approach. It takes all of one's influence, tenacity and patience, but digital transformation is worth it for your career and your organization.
- Seventy-four percent of ad budgets have been impacted by the economic downturn, and 47% of advertisers cite challenges with rising campaign costs, according to data from Accenture.
- Despite risk-management challenges, 14% of senior marketing technologists in a Gartner survey said they have invested in tools based on generative AI and another 63% said they plan to do so within the next 24 months, while just slightly more than half see greater reward than risk.
- A research study explored the complexity of bidding environments and how current solutions perform for advertisers.
- A new index based on 600 leaders worldwide uncovers worrisome gaps in marketing impact, alignment and investment.
- The CMO Council and Sprinklr released a report Monday showing two in three marketers lack confidence in their ability to achieve goals in the face of economic adversity and uncertainty.
- Most TV/video buyers are treating "creator-driven" and professional video content much alike in terms of moving budgets back and forth and the metrics they employ, according to an Advertiser Perceptions survey for IAB.
- Amid uncertainties about economic growth, some marketers expected to boost budgets by 50% or more.
- Nearly a third of advertisers say they'll allocate more than 20% of their upfronts budgets to streaming platforms.
- "One hypothesis about the gap between interest and investment is that many companies which have interest are still 'sitting on the sidelines' and don't know how (or where) to get started," the diverse supplier report notes.
- UBS analysts examined the cost risks for Alphabet around the integration of generative AI into Google search and have seen recent evidence that costs are coming down rapidly, including OpenAI stating that it had managed to reduce costs for ChatGPT by 90% over December through March.
- A new study from the agency shows the perception of "corporate greed" is one of the fastest-growing inflation concerns among U.S. consumers.
- "My feeling is it's a blip and we'll see that stabilize in the next wave," predicts Advertiser Perceptions' Sarah Bolton, who has been tracking ad exec concerns about trust in advertising and misinformation.
- Economic uncertainty has made investment flexibility and ROI bigger priorities than ever, confirms an Advertiser Perceptions buyer survey.
- Prebiotic soda Poppi became one of the fastest growing non-alcoholic beverages in the U.S. in part from mastering emerging social channels. But how did Poppi go viral on TikTok with over 48.5M views from a single post, rank #1 on Amazon search for "soda", and sell over half a million dollars of online purchases in just one day? Poppi's Co-Founder and Chief Brand Officer, Allison Ellsworth, shares how leveraging TikTok became a main awareness and growth driver and how Poppi's cultural cachet was built through organic social, influencers and content creators. We will explore how D2C brands can benefit from these tactics, maneuver limited media budgets, and ultimately create a brand consumers love.
- Does Linear Still Have An Influence In Today's Digital First Landscape? TBC's Media Supervisor, Jared Silverman, shares how marketers are still able to prove Linear TV value with the right balance between budget and messaging across channels.
- A study on B2B marketing trends reveals businesses remain optimistic about growth, shifting their focus to long-term goals while taking more risks in 2023, according to data from Sapio Research.
- More marketers plan to increase rather than decrease ad and marketing budgets in 2023, according to a study spanning B2C and B2B from NP Digital.
- 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 workday consumer."
- 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.
