Marketers Increasingly Relying on Behavioral Research to Influence Decisions

Marketers Increasingly Relying on Behavioral Research to Influence Decisions

Some two-thirds of marketers currently use behavioral research (consumer behavior insights) to influence their marketing decisions, and almost 7 in 10 expect the use of behavioral data to grow over the next 3 years, according to a Millward Brown Digital study [download page]. Results from the survey also show that a majority are using audience […]

US Ad Spending Trends, by Medium, in Q1 2015

US Ad Spending Trends, by Medium, in Q1 2015

Source: Kantar Media Notes: Ad spending was down by 4% to $37.4 billion in Q1 2015, a fairly unsurprising result given that last year’s Q1 results were boosted by ad spend on the Sochi Olympics. Indeed, of the various media types examined, only outdoor advertising grew, by 2.9%, with radio (-0.1%) and digital media (0%) […]

Global Programmatic Ad Spending and Pricing Trends, by Channel

Global Programmatic Ad Spending and Pricing Trends, by Channel

Source: Turn [download page] Notes: Programmatic social ad spend declined by 8% from April 2014 through March 2015 due to consolidation from large publishers which led to a 141% increase in eCPM, reports Turn in its latest Advertising Intelligence Report. By contrast, mobile eCPMs decreased by 5% while spending more than doubled (up 132%). In […]

How Do Consumers Find Out About New Products?

How Do Consumers Find Out About New Products?

Consumers’ top purchase influencers are also their top sources of new product awareness, according to results from a recent Nielsen report [download page]. The study, based on a survey of 30,000 consumers across 60 countries, found that friends and family (56%) and TV ads (52%) are the leading sources of information about new products for […]

Mobile In-App Ads Expected to Top Desktop Ads in Spend Next Year

Mobile In-App Ads Expected to Top Desktop Ads in Spend Next Year

Mobile ad spending in the US will grow by 50% this year to exceed $28.7 billion, representing 49% share of digital ad spending, details eMarketer in a new forecast. With strong spending growth predicted again next year – of 41% – mobile will overtake desktops and average 60.4% of digital ad spending and more than […]

Which Digital Channels Are Marketers Best Able to Measure for ROI?

Which Digital Channels Are Marketers Best Able to Measure for ROI?

Despite increasing pressures to prove their worth, American CMOs continue to have difficulty quantitatively demonstrating the impact of their activities, according to a recent study. Now, a newly-released survey [download page] from Econsultancy and Oracle Marketing Cloud that analyzes global marketers’ ability to measure ROI from a variety of digital channels finds that there is […]