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.
A study by media company Xaxis, marketing agency Catalyst and London Research explores recent shifts in consumer shopping behaviors resulting from the pandemic.
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
March was also the first month to expand vs. a year-ago month that also had gains. (The U.S. ad recession began in March 2020.)
Merchandise sales have exceeded those of 2019, but show a certain flatness, the NPD Group reports.
The portion of U.S. adults who said they're comfortable going to the grocery store rose from 57% two years ago to 84% in January
"Forty-nine percent believe brands taking a stance is not enough," the report asserts, "they have to have an obligation to act."
Half of key demos (Gen Z, millennials, men and big city urbanites) recall seeing recent OOH ads for auto brands or dealerships.
According to WARC, it's about $44.4 billion. Really.
The rate of North American inflation is projected to rise 5.4%, while the worldwide rate is forecast to increase 4.5% this year.
As COVID-19 cases ebb again, foot traffic at stores and restaurants is expected to surge.
Email marketers must cope with shifting consumer demands and even shopper identities, judging by a new study from Atlantic Brand Partners.
Dentsu foresees the growth rate for digital advertising sliding into single digits by next year.
Full-year data also reveals an erratic recovery in terms of various media and key advertising categories.
The data also reveals it has been a "long tail" recovery, with the top 10 ad categories receding and all others expanding.
Winterberry Group, which supports advertising, marketing and media growth initiatives, released new research Thursday suggesting the industry made a comeback from "COVID-recessed" 2020.
We may never return to the way things were before COVID-19, and marketers will have to go with the shift, Euromonitor International reports.
Ad-supported media's share of consumer time spent with media fell to its lowest point ever in 2021, and is projected to continue falling over the next several years.
Podcasts and video are on the rise, and supplier websites are deemed the most valuable information sources, TREW Marketing and GlobalSpec report.
"Marketers in this space need to think less transactionally and in a more relationship focused way," MBLM's Mario Natarelli tells "Marketing Daily."
Remember the tech spending bust after Y2K? New data suggests COVID-19 may be technological deja vu all over again.
A "USA Today" and Suffolk University poll shows most Americans believe the U.S. is in the grips of a full-blown mental health crisis.
Casual cursing has reportedly increased in the normal discourse between people during the pandemic, but TV is way ahead of that trend.
NPD forecasts a 2% in B2B tech sales, due in part to a return to normal after surge.
BrightEdge, known for its SEO focus, on Monday released insights on Black Friday and Cyber Monday trends, how Google searches changed on these shopping days, and what marketers can expect in 2022.
The finding comes amid a new wave of uncertainty related to COVID-19 variants, and as interest in crypto, NFTs and blockchain begin to crest.
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.
The study from Ipsos MORI also finds that "media" overall is among the least trusted institutions, just behind political ones.
The report predicts transformation will "accelerate," marketers will "rethink" dependence on distant markets and "shift" ad budgets because of it.
Smaller ad categories continue to fuel the expansion, while two of the biggest -- auto and CPG -- experienced double-digit declines.