Category: MarTech

Advertising and Marketing Technology

ws by Content Category in 2020 :.:: marketing

These Content Categories Had the Biggest Hikes in Pageviews Last Year

Ly shows that among domains in its customer base, total pageviews of the Health & Fitness category grew by 307% year-over-year in 2020, while pageviews related to Careers grew by 188%. In total, Health & Fitness pageviews in 2020 totaled 9.6 billion, making it the second most popular category. Ly platform, the search engine was responsible for 27.2 billion media pageviews in 2020 and 977 million non-media pageviews. Read More: marketingcharts.com

ple Podcast Audience Forecast

Forecast Says Spotify to Overtake Apple in Podcast Audience Size

Although Apple Podcast has been the dominant platform for listeners to access podcasts in the past, Spotify is expected to surpass Apple Podcast in the number of listeners this year. The number of podcast listeners on Spotify is estimated to grow from 19.9 million in 2020 to 28.2 million this year, just edging past the number of Apple Podcast listeners. Read More: marketingcharts.com

rusted Forms of Advertising

People Still Trust Traditional Media Ads the Most

Trust in social media advertising among US adults is one of the lowest of the 17 markets surveyed. More US adults find social media ads trustworthy compared to respondents from France, Germany Denmark, Sweden and the UK. One difficulty advertisers are facing is that even if adults trust ads on traditional media more, there are more ways to actively avoid advertising altogether, and many adults are doing just that. Read More: marketingcharts.com

eo Tactic*, per Advertisers

Linear TV Not Getting the Budget Hikes, but Still Considered Most Valuable Video Option

Although the majority of marketers say their spend on linear TV will remain the same, and despite findings from a 2020 survey by Viant Technology revealing that about 6 in 10 marketing decision-marketers believed that linear TV ad spend was less effective than it was 5 years ago, the largest percentage of those who use linear TV believe it is the most valuable tactic. Marketers decreased their use of video ads on video sites and social media and increased it on channels such as DSPs, TV network full episode players, video ad networks and vMVPDs. Read More: marketingcharts.com

eate Better Long-Term

How Should Brands Create Better Long-Term Relationships with Customers?

Looking ahead to the next 12 months, a majority of senior marketing leaders say one of their top 3 priorities to drive long-term relationships with customers is to prioritize gaining a deeper understanding of their customers through a unified view of their experiences in order to drive long-term customer relationships. Some 4 in 10 plan to establish lasting connections between their brand and the customer as one of their top initiatives, while 38% will prioritize deepening relationships with customers through a more dynamic brand experience. Read More: marketingcharts.com

riorities in the Next 6-12 Months ::.:: marketing

Quality and Governance Among Business’ Short-Term Data Priorities

Another 3 in 10 also say that poor quality data compromises their business agility – something that 6 in 10 say hurts their response to changing business needs. In the next 6-12 months, business leaders are making data management initiatives such as improving data quality, implementing or improving data governance, moving data to the cloud and automating data processes significant priorities. Read More: marketingcharts.com

ments' Share of Facebook Ad Spend

What Non-Feed Placements Do Advertisers Buy on Facebook?

What about non-feed ads? As it turns out, when advertisers are choosing the placement of their Facebook ads beyond the newsfeed, they are shying away from the right-hand column and in-stream video, and instead opting to place ads in Marketplace. Along with Facebook Stories, the right-hand column accounted for the smallest share of Facebook ad spend in Q4 2020. Read More: marketingcharts.com

ation Forecast, by Media Type, in 2021

Most Traditional Media Prices to Inflate This Year

Total global media inflation is forecast to be 3.0%. In the case of each of these media types, ECI’s 2021 forecast paints a different picture than the state of global media inflation in 2020. TV prices deflated by 4.6%, followed by OOH. It’s no surprise that overall offline media prices deflated by 5.3% in 2020 next to online media’s inflation of 3.0%. And, that figures for offline media was enough to tip the scales for total global media, with average media prices deflating by 1%. In relation to the 5-year trend, 2020 was truly a standout year in terms of fluctuations in prices. Read More: marketingcharts.com