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B2B Marketing News: Long-Term Brand Relationship Study, Digital Ad Spending Climbs, Ad Overload Survey, & Google’s New Review Tools

March 26, 2021

By Lane Ellis

2021 March 26 MarketingCharts Chart

Instagram Announces That Stories Drafts are Coming Soon
Facebook-owned Instagram will roll out a new scheduling option that will provide a helpful change for digital marketers who are using the native Instagram Stories interface, the firm recently announed. Social Media Today

B2B Highlights From “The CMO Survey”
51.3 percent of B2B marketers said they were more optimistic in January 2021 than during the fourth quarter of 2020, while 77 percent said it isn’t appropriate for their brand to take a stance on politically-charged issues — two of numerous findings of interest to digital marketers in new CMO survey data. B2B Marketing Directions

Study: Ad overload could pose steeper risk to brands than messages near inappropriate content
Some 52 percent of U.S. consumers say that they see overexposure to ads as the top cause of negative brand perceptions, especially those that were seen as distracting or otherwise intrusive, according to newly-released survey data. Marketing Dive

Google My Business releases tool to manage your reviews
Google has rolled out a new feature for its Google My Business service that allows marketers to conveniently monitor the status of multiple firm review take-down requests, the search giant recently announced. Search Engine Land

30-Second Video Ads Have Taken Over
Some 4 in 5 digital video ad impressions are comprised of the 30-second format, ousting the previous 15-second format as the most used video ad length, while the average time spent viewing videos ads has remained mostly stable, according to recently-released survey data. MarketingCharts

Zenith Forecasts Telecom Ad Spend Will Grow 4%-Plus Annually Through 2023
Nearly half of 2020’s $17.8 billion telecommunications industry advertising spending went to digital — the only channel with rising telecom ad spending — according to recently-released forecast data of interest to online marketers. MediaPost

4As Report: Agencies Stepped Up In Times Of Trouble
Client engagement levels at advertising agencies climbed some 90 percent over the past year as the pandemic spurred increased use of online collaboration tools — one of several findings of interest to digital marketers in newly-released American Association of Advertising Agencies study data. MediaPost

Digital’s Big 3 Are Now The Majority Of U.S. Ad Spending
For the first time, in 2020 Google, Facebook and Amazon combined to attract the majority of ad spending in the U.S., with ad revenue for the so-called triopoly reaching more than $115 billion, according to recently-released analysis data. MediaPost

Advertisers Are Podcast Listeners, And New Report Finds That’s Also Making Them Ad Buyers
56 percent of advertisers say the global health crisis has given increased importance to podcast advertising, with a third of advertisers saying that podcast ads drive better brand buying consideration scores — two of several statistics of interest to digital marketers contained in recently-released podcast advertising report data. …read more

Source:: Top Rank Blog