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Audiences love CTV – but marketers are yet to crack the cross-platform code
Research from Nielsen has revealed that CTV’s booming popularity is driving marketers to invest, but inconsistent measurement solutions and difficulty reaching target audiences has them struggling to maximise ROI.
Content marketing budgets boom but 58% of marketers unable to secure strong ROI
Research has identified a stark contrast between marketers’ use of analytics and data in their content marketing among those satisfied with their ROI and those not.
UK consumers prefer product placement in TV and film rather than traditional TV advertising
An affinity for product placement in TV and film over traditional commercials was identified because of the authenticity it adds to the viewing experience, creating an opportunity for brands to increase awareness in an era of ad-free streaming.
Six in 10 Gen Z social media users turning to platforms for money-saving content
Consumers are rethinking the value of social media and with a significant uptick in the popularity of money-saving content across platforms, brands need to be cautious they don’t fall “out of touch”.
Why women’s football is full of untapped advertising potential for brands
Women’s football has greater mass consumer reach than men’s, experts say, after a record breaking 77,390 spectators attended the Women’s FA Cup Final at Wembley last week.
6% of ad spend was 'wasted on fake traffic' in 2022
Research estimates a total of $142bn in revenue was lost last year due to marketers inadvertently optimising campaigns for fake audiences.
When is the best time to post on social media in 2023?
Are you posting high quality content but not getting the engagement you expect? Check the time before you post to avoid social media dead zones.
Marketers are eager to leverage generative AI but lack the understanding to do so
Almost three quarters of marketers plan to incorporate generative AI into their martech stacks but 59% fear they lack the knowledge to fully capitalise on the tech’s potential.
CX disconnect: businesses believe in AI-driven personalisation but consumers aren’t sold
Over 80% of businesses maintain that AI-driven personalisation will improve customer experiences, but fear over how their data will be used is holding consumers back from embracing the technology.
Extra extra: advertising within news brands increases consumers’ trust and perception of a brand
Nearly four in five (79%) Brits are worried about fake news circulating on social media and almost three quarters are turning to news brands for help verifying stories.
“It seems that ‘going private’ is no longer just for the rich”: increasing interest in private healthcare spells trouble for the NHS
Analysis of online search data reveals a dramatic leap in interest for private healthcare and with the NHS floundering, with brands such as AXA, BUPA and Benenden reaping more SEO exposure.
Multi-channel madness: 47% of retailers believe there are too many channels to sell from
To meet all consumers’ shopping expectations, 94% of organisations have a multi-channel retail strategy in place, but almost half (49%) struggle to evaluate which channel is working for them best.
IPA Bellwether: marketing budgets see growth spurt to kick off 2023
An 8.2% growth rate for the start of the year shows continued investment in brand support, while uncertainty looms, but sustainability and adoption of tech signal green shoots of opportunity for marketers.
Media buying ‘platform paralysis’ is losing billions in revenue for agencies
First-party CTV and retail media campaigns are using more media buying platforms, costing marketers significant time and dollars switching and aggregating data between them.
“The consultants are coming for our lunch”: marketing leaders warn of rocky year ahead
Over 100 global marketing and advertising leaders portend a challenging 12 months ahead for the industry, but maintain a cautious optimism that businesses who get creative will carve out success.
Spring spike: Brits say their gardens will be the social space of the summer
Post-pandemic, people have become accustomed to maximising the value of their home’s outdoor space and are looking to invest in home and garden purchases this spring.
That’s how the cookie crumbles: consumers demand personalisation from brands without reliance on cookies
Brands generally enjoyed positive ROI in 2022 when investing in customer engagement, but research suggests many are still failing to meet consumers’ changing personalisation expectations.
Half of brands eyeing a shift from paid advertising to earned content creation as budgets tighten
With a possible recession looming, brands’ marketing budgets are under increasing pressure to maximise ROI while minimising spend, and research suggests that UGC might be a winning strategy.
Connected packaging has grown by 27% in the past 12 months
Connecting with consumers by turning packaging into a digital experience by scanning, tapping or pointing a smartphone device is becoming increasingly popular, research has found.
Almost half of consumers are annoyed by constant SMS marketing from brands
New research uncovers a fine line between ‘good’ and ‘bad’ SMS marketing, with purchase opportunities abound for effective use, but also the threat of losing customers if poorly executed.
Seven in 10 brand-side marketers plan to increase spend outside ‘walled gardens’ on the open web
Despite more than nine in 10 marketers believing that Google will finally stick to its 2024 deadline to withdraw third-party cookies, 73% admit their organisation is only “somewhat” prepared for the withdrawal of third-party cookies.
Digital publishing revenues climb as subscriptions see positive growth
Multi-platform and mobile devices were the winners of revenue growth in Q3, while a growth in subscriptions indicates that even in a cost of living crisis, consumers will pay for quality content.
Reading the finance room: Reddit users show due diligence for budgeting and buying
All is not lost for big-ticket purchases providing they are essential, as Reddit’s community becomes more engaged in conversations on spend-tracking and trim back on non-vital buys.
“Creators are the new retailers” – but influencers are losing brands in an economic downturn
Latest poll from US and UK influencers reveals payment issues from brands in the last year, whilst LTK says spend on influencer marketing is growing.
Desktop adblocking creeping back up to 2018 high
Declining numbers of publishers use adblock walls as a revenue recovery strategy for adblocking.
One-third of subscriber churn happens in the first 24 hours
The first 24 hours are critical to engage with your new subscribers while a multi-channel referral approach is a key to conversion.
How do you maximise ROI as a marketer? Answer: don’t be afraid to spend on your campaigns
Nielsen report finds underspending in 50% of media plans, with maximum ROI in jeopardy.
Targeting campaigns by age is four times less effective than by life stage and behaviour
Outdated assumptions mean brands are missing out on whole demographics. Targeting by life stage and behaviour could transform marketing effectiveness.
Referrals cited as important by 96% of marketers – but importance doesn’t translate to spend
Email remains the preferred communication channel for consumers – but the channel does not encourage a repeat purchase compared to discounts and rewards for loyalty and advocacy, finds research.
“Brands must put creators front and centre”: 55% of UK brand marketers set budget aside for the metaverse
91% of creators are keen to know more about the metaverse, with 55% of UK brand marketers already set budget aside taken from other marketing channels. Are you ready?
Digital ad spend up 30.5% in Europe in strongest year-on-year rise since 2008
All 28 markets covered by new research grew ad spend in 2021, and social and video drives display demand.
Investment in marketing drives growth and ROI for seven in 10 professionals
Automation was found to help individuals hit sales targets, while integrated sales and marketing teams are more likely to exceed forecast revenue.
“Brands’ emotional intelligence is more important than ever” as they outperform stock markets
A massive +910% share price growth for leading emotionally intelligent (EQ) brands, with Google achieving the world’s highest EQ score.
Up to 30% of premium video ad budgets allocated to streaming
Programmatic campaigns set to account for half of premium video selling by 2026 with an 80% year-on-year growth in programmatic ad views in 2021.
Digital audio publishing wins the race for revenue growth with 500% rise in Q1
The rolling year to March 2022 saw an 18% year-on-year increase in digital publishing revenue across the board, says new figures from AOP and Deloitte.
Getting social in B2B: 58% recall B2B messaging for their chosen brand on Facebook
Social media grows in importance for B2B marketing and communications as research reveals that three-quarters of millennials use social media for work purposes at least once a week, but other generations are cashing in on the trend.
Amazon brands: sponsored product ads account for 81 percent of ad spend
Sponsored campaigns among Amazon US marketplace brands rely heavily on product ads as new report reveals benchmarks for performance
Formula 1: which brands are winning the Instagram race?
Ahead of the highly anticipated Formula 1 2022 season, HypeAuditor, an AI analytics platform reveals the drivers, teams and sponsors in pole position on Instagram.
Growth in subs: 55 percent of publishers rank subscriptions for revenue potential
Publishers are optimistic about their preparation for the demise of third-party cookies as product innovation, data privacy and talent top the business priorities list for the years ahead.
Economy unlocked: Record ad spend growth driven by performance platforms
Green shoots ahead for the UK advertising market as those in the industry can expect the market to expand next year by more than a third since the pandemic-hit 2020.
Programmatic trends: video a key driver for growth
Despite the pandemic, programmatic investments have remained stable in Europe as transparency improves, says new research.