B2B Marketing News: B2B Digital Ad Spend Jumps, Zoom Buys Five9, B2B CMO Trends, Influencer Marketing Spending Up 33%, & Brands Join Discord
By Lane Ellis
B2B US Digital Ad Spend Forecast for 2021-2023
Digital advertising spending in the U.S. is expected to nearly triple from 2018 levels, to some $14.57 billion by 2023, with $5.09 billion expected to be spend on display adverting in 2021 — a 32.6 percent increase from 2020, according to newly-released forecast data. MarketingProfs
Zoom Initiates $14.7B Acquisition Of Five9
Zoom has agreed to purchase Five9, with the $14.7 billion addition of the contact center as a service (CCaaS) firm poised to augment Zoom’s enterprise offerings, the firms recently announced. Demand Gen Report
Spotify ties Nielsen demos to audience measurement on podcasts
Spotify has released a new podcast measurement tool utilizing Nielsen audience demographic data, in an expanded collaboration that is set to provide additional insights to podcast marketers through Spotify’s Megaphone advertising unit, the firm recently announced. Campaign US
Google restricts ad targeting of under-18s
Gender and interests will join age as some of the ad targeting factors Google will be able to block as part of its newest advertising restriction policy, with additional changes coming to the firm’s YouTube property, the search and advertising giant recently announced. Reuters
Influencer Marketing Spend Forecast to Grow by A Third This Year
Influencer marketing spending is expected to reach $4.62 billion in the U.S. by 2023, with 2021 expected to see $3.69 billion in spend, according to recently-released influencer marketing forecast data of interest to digital marketers. MarketingCharts
YouTube Tests New Insights Around ‘Evergreen’ Videos in Studio Analytics
Google’s YouTube has announced that it is testing a new option that provides a detailed new look at how older video content performance has changed over time, among other changes YouTube recently announced. Social Media Today
Email Ranks Second As A Customer Support Channel, Study Finds
23 percent of U.S. customer support professionals said that email was their busiest channel, being utilized by some 77 percent, and behind only phone communication — one of several statistics of interest to online marketers contained in recently-released survey data. MediaPost
How Discord is luring brands like Jack in the Box, Chipotle and AllSaints
Online communications portal Discord has seen growth that has attracted an increasing number of brands, and with a recently valuation of $7 billion and over 150 million users, more B2B brands may look to begin experimenting with Discord in marketing efforts. AdAge
Twitter Launches Updates ‘Agency Playbook’ to Guide Marketers on Tweet Ads Best Practices
Twitter has rolled out a new agency playbook that includes a variety of case studies and other examples for marketers looking to utilize the social media platform’s various ad formats, Twitter recently announced. Social Media Today
B2B CMOs Chart New Paths To Growth Post-Covid [SURVEY]
56 percent of B2B marketing decision-makers said that they see improving customer experience …read more
Source:: Top Rank Blog
