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The global advertising industry is projected to achieve a milestone in 2024, crossing $1 trillion in total revenue, according to GroupM’s latest This Year Next Year report. The forecast, published by the media investment group of WPP, anticipates a 9.5% increase in advertising spending compared to 2023, driven by strong digital growth and the expanding … Read more
Nielsen and TikTok have announced a collaboration to integrate the popular social media platform into Nielsen ONE, Nielsen’s cross-media measurement tool. This initiative enables advertisers and agencies to directly compare campaign performance on TikTok with other platforms, spanning digital, connected TV (CTV), and traditional linear television for the first time. The integration seeks to address … Read more
A new report from WARC highlights growing optimism among marketers for business prospects in 2025, tempered by concerns over economic conditions and restrained budget increases. The study, titled Voice of the Marketer 2025, surveyed 1,000 marketing professionals and sheds light on the evolving priorities and challenges shaping the industry. Two-thirds of marketers (65%) anticipate improved … Read more
Small and medium-sized businesses (SMBs) that have embraced artificial intelligence (AI) report notable revenue growth, according to recent research by Salesforce. The survey of 3,350 global SMB leaders found that 91% of AI adopters experienced a positive impact on their revenue, underscoring the technology’s growing role in business strategy. The study highlights a divide in … Read more
Forrester Research has released its State of Business Buying, 2024 report, revealing significant friction in the B2B purchasing process. With 86% of B2B purchases stalling before completion and 81% of buyers dissatisfied with their chosen providers, the study points to inefficiencies that frustrate both buyers and sellers. Tight budgets, the growing role of artificial intelligence … Read more
A new report from Intuit Mailchimp sheds light on how marketers are using artificial intelligence (AI) and data-driven strategies to navigate challenges and achieve growth. Based on a global survey of over 2,000 marketing professionals, The Revenue Blueprint: Strategies for Performance-Obsessed Marketers explores the practices that distinguish industry leaders from their peers. The study categorizes … Read more
Adobe has appointed Lara Balazs as its new Chief Marketing Officer (CMO) and Executive Vice President of Global Marketing, signaling a key addition to the company’s leadership team. Balazs, whose career spans high-profile roles at companies like Intuit, Amazon, Visa, and Nike, will oversee Adobe’s global marketing strategy. She reports directly to CEO Shantanu Narayen. … Read more
Gartner has identified three critical priorities for Chief Marketing Officers (CMOs) to drive organizational growth and enhance marketing effectiveness in 2025. The research and advisory firm emphasized the need for CMOs to address persistent disruptions, expand their influence across the enterprise, and focus on investments that improve the customer journey. These insights come amid growing … Read more
A new report on the global marketing job landscape offers mixed news for professionals navigating an industry undergoing rapid technological transformation. LinkedIn’s 2024 Fall Marketing Jobs Outlook highlights job market growth, high job satisfaction among marketers, and a rising demand for both creative and technical skills. However, it also underscores the growing pressure on professionals … Read more
Consumers are planning to increase holiday spending by 8% in 2024 compared to the previous year, with an average budget of $1,778 per person, according to Deloitte’s 39th annual holiday retail survey. While optimism about the economy is driving this increase, shoppers are also grappling with persistently high prices, fueling demand for deals and nontraditional … Read more