Advertising & Marketing


The amount of content B2B marketers are creating is expected to drastically increase in 2016. With this amplified emphasis on content marketing, these marketers have evolved in their approach and strategies—they are looking at the long game and realizing that although waiting 18 to 24 months for results is not ideal, it is the new reality.

TV is still the No. 1 medium for daily consumption in Canada, but the internet is not far behind. The vast majority of consumers in the country spend time with both every day—as well as with radio.

At first mention of the internet of things (IoT ) for healthcare, Fitbits, Jawbones and smart watches probably come to mind. These devices have received a strong dose of media hype, but they are just the tip of the iceberg in a growing infrastructure that is bringing meaningful connectivity to the business of health.

Many brands prefer to upload their videos directly to Facebook, according to research from quintly. YouTube videos only make up roughly one-quarter of all videos posted by brands on the social network.

Steve Chadwick, director of marketing communications at Verizon Enterprise Solutions, told eMarketer about the company’s content strategy and results.

There are significant differences in how tolerant digital video viewers in Latin America are of pre-roll ads depending on what device they’re using, with mobile viewers skipping ahead at higher rates. That’s the case even for the shortest of pre-rolls.

Genpact (formerly GE Capital) dedicates half of its marketing budget to content marketing. Content leader Amrita Thapara explains why.

Advertising revenues are key to the existence of much digital video content. Still, if there are too many ads playing, users will stop watching the video altogether, according to December 2015 research.

Almost all web users know something—however vague—about the internet of things (IoT). But many worry about the privacy implications.

In 2016, digital display ad spending will eclipse search ad spending in the US for the first time. Combined, the categories of video, sponsorships, rich media and “banners and other” will account for the largest share of digital ad spending: 47.9%, worth $32.17 billion.

Alexandre Sagakian, vice president of research and data at Qriously, discusses how college students engage with ads.

Internet users in Japan who are exposed to mobile video ad campaigns have better awareness, interest and purchase intent than those who aren’t—but it helps brand metrics even more when such ads are combined with TV commercials.

Moz, an inbound marketing tool provider, publishes at least one piece of content every day. CMO Annette Barnes Promes reveals why content is so essential to Moz's business-to-business (B2B) customer acquisition strategy and how the firm tracks and measures the success of its program.

Search engine optimization (SEO) professionals consider social shares and unique visits the most important KPIs for a piece of blog content, according to a December 2015 survey.

ADP, an end-to-end human resources solutions provider, has shifted from its traditional direct sales model to a digital-first, content-centric marketing approach. Andy Hilton, vice president of communications, content and brand, describes those content initiatives.

When buying programmatically, there are many important factors that come into play. Being able to buy display, as well as inventory across channels via a single platform are two of the top ones, according to US media practitioners.