Digital marketing skills show positive growth but sector demands outpace professional development 

Core digital skills marketers rely on have improved but that the growing demands of new and evolving technologies are contributing to a skills gap across the majority of industries. 

This is according to research published by the training body Target Internet, in association with the Chartered Institute of Marketing (CIM).

This year’s report analyses data from more than 10,000 marketing professionals, gathered between 2018 to 2023 and highlights key short and...

24 October 2023 | Advertising

Consumers are 5X more likely to view advertising within non-premium content as low quality 

Music video network Vevo, and UK broadcaster Channel 4 have released the findings of a joint study, 'Retaining Trust and Quality in a Sea of Content'. 

The survey of 1,000 British consumers (ages 16 to 40 years old who regularly watch video content) identified and quantified the factors that boost the value of ads consumed within ‘fit for TV’ content on YouTube. 

Advertisers benefit from being adjacent to premium content in three key ways, according to the...

18 October 2023 | Advertising

Shifts in TV viewing habits are supercharging consumers being open to ads 

A couple holding hands while watching TV.

63% of British adults are open to ads in exchange for free streaming content with 60% subscribing to up to three streaming services, according to a study by global advertising technology firm, The Trade Desk.

As more viewers continue to shift their viewing habits to content on connected TV (CTV), the research results highlight significant consumer trends as brands look for ways to reach viewers at the right place and the right time.

The research also finds that over...

16 October 2023 | Advertising

Contextual-driven campaigns on YouTube drive 28% more attention than industry benchmarks

A newly-released study shows brand suitable and contextually-delivered advertising with Channel Factory delivers on average, 28% more attention than industry wide benchmarks according to leading attention measurement platform Playground xyz.

Channel Factory, which helps advertisers deliver brand suitable advertising in more contextually relevant places across YouTube, engaged with Playground xyz to deliver a comprehensive review of 76 campaigns across eight...

26 September 2023 | Advertising

Three in five students opt for ad-supported subscriptions to keep costs affordable

University students at their graduation ceremony.

Contrary to prevailing trends of household subscription slashing, students can't live without streaming services.

For Gen Z, streaming is a thread in the fabric of their lifestyle – but more are willing to sacrifice ad-free content for budget-friendly pricing. That is, according to the new Streaming Report, based on research by UNiDAYS, a Gen Z affinity network that enables students and graduates to discover savings.

Regular, relevant and personalised TV, film and...

12 September 2023 | Advertising

Retailers feel there are too many channels to effectively sell through

A TV remote control.

Online shopping has never been more convenient for consumers, who have access to a plethora of channels through which to engage with their favourite brands.

However, this same variety is confounding retailers, with 47% saying there are simply too many channels for them to effectively deliver the best sales experience.

This is according to Wunderman Thompson Commerce & Technology’s “Brands don’t fail... eRetail!” report, which found nearly all (94%) retail...

19 April 2023 | Content Marketing

UK connected TV audiences continue to invest time in premium content

AudienceXpress, FreeWheel’s premium video media sales house, today announces the findings from the third iteration of its Streaming Video: CTV Uncovered 2023 consumer study, conducted in collaboration with independent research specialist, Happydemics.

The research explores viewers’ uptake of CTV and their views on the TV advertising experience, alongside their preferences and perceptions of different channels and platforms. The study was conducted in the UK, Italy, France,...

13 April 2023 | Advertising

Demand for mobile services booms, while consumer spend cools 

Someone walking in the snow.

data.ai (formerly App Annie), a mobile data analytics provider, reveals in its annual State of Mobile 2023 Report that demand for mobile apps accelerated last year while consumer spend shrank. Downloads grew to 255 billion (+11% YoY), and hours spent peaked at 4.1 trillion (+9% YoY).

Meanwhile, consumer spending across all app stores, including third-party Android marketplaces in China, slipped by 2% YoY to $167 billion as economic headwinds impact discretionary...

20 January 2023 | Mobile Marketing

Brightcove and Magnite boost ad monetisation for CTV and online video publishers

A pile of VHS tapes.

Streaming tech firm Brightcove has entered into a strategic relationship with independent sell-side advertising platform, Magnite.

Magnite will power advertising for any Brightcove customer, growing fill and delivery to increase customer revenue. Brightcove will also integrate the SpringServe ad server to provide publishers with greater control, insight, and transparency into available ad supply.

With thousands of customers globally, Brightcove has always supported...

12 January 2023 | Advertising

Amazon Ads unveils video and streaming advert products

Amazon Ads has showcased new solutions to help advertisers of all sizes use the power of video and streaming media to more effectively share their brand and product stories with customers.

According to third-party research from Wyzowl, 73% of consumers say they prefer video ads to learn about products and services, and 88% say video ads have convinced them to buy. The US is home to more than 225 million streaming TV viewers, and while spending on digital video advertising is...

27 October 2022 | Advertising