B2B Marketing News: Top B2B Marketing & Sales Consolidation Obstacles, Twitter’s Branded Likes, Video Spending Soars, & Google’s New Page Experience Features
By Lane Ellis
Meta and Google’s hold on digital advertising loosens as TikTok and others gain share
Google and its YouTube business combined with Meta and its Facebook and Instagram platforms combined to account for 53.4 percent of all U.S. digital advertising spending, a figure that is expected to fall to 50.5 percent in 2022 and predicted to drop to 47.7 percent by 2024, according to newly-released forecast data. The data also showed that between 2020 and 2023 nine additional platforms will have become $1 billion advertising businesses. eMarketer
The Brand Lessons That Are Having An Impact This Year In B2B
B2B brands are seeing success using some of the techniques and styles typically reserved for B2C marketing efforts such as multichannel customer communication and an increased focus on environment, social and governance (ESG), and Forbes explores some of these shifts. Forbes
New Updates To Google Page Experience Scoring Revealed At SEODay
Search giant Google has rolled out its Interactivity to Next Page (INP) metric and several other changes to its page experience factors, which it uses in determining how well web pages deliver when it comes to both the desktop and mobile user experiences — among several changes contained in its latest update, Google recently announced. Search Engine Journal
Twitter Making ‘Branded Likes’ Available to All Advertisers in the App
B2B marketers will soon be able to purchase custom animations that appear when a user likes their content on Twitter, an addition included with Twitter’s latest brand-oriented advertising feature that could allow marketers to better tie in Twitter initiatives with cross-platform campaign efforts. Social Media Today
Online Video’s Now the Fastest-Growing Ad Medium Globally
For the first time in the past decade, video has overtaken social media as the fastest-growing medium, with online video ad spending forecast to expand by 15.4 percent compared to 15.1 percent for social, according to recently-released 2021 through 2024 prediction data. MarketingCharts
[bctt tweet=”“We’ve seen an explosion in video, and it’s a paradigm shift we’re embracing.” — Adam Mosseri @mosseri head of @Instagram ” username=”toprank”]
Native Video Ads Beat Social On Brand Favorability: Study
When is comes to brand favorability, video viewed natively on a brand’s website performed better than when viewed on social or video-specific platforms, while the top brand awareness was achieved by a mixture of native and social video — two of several findings of interest to B2B marketers contained in newly-released multichannel brand impact study data. MediaPost
The case for turning off your Zoom camera [BBC]
The online meeting experience can become more efficient and lead to greater worker well-being when video cameras are turned off, according to report data that also traces a general tendency among company leaders to want cameras on back to the pre-pandemic state of so-called presenteeism, and the BBC takes a look at the alternate …read more
Source:: Top Rank Blog
