Another continuing story is marketers’ quest for better media measurement, in particular for connected TV and other video channels. Along those lines, smart TV audience measurement vendor VideoAmp has just announced a deal to measure cross-screen campaign results for Warner Brothers Discovery.
The new year will surely see a continued focus on improving customer experience. This Intercom survey reinforces the fundamental point that consumers will walk away from companies that treat them poorly. This Vonage survey confirms that result and gives nerdly fascinating detail on consumer contact preferences by age, region, channel, and purpose.
Let’s look at some of the story lines we expect to track this year. One will be increasingly successful attacks on the once-invincible Tech Lords at Google, Meta, and Amazon. This ProPublic report offers new ammunition, finding that Google Display Network is exceptionally lax in blocking placements on sites that host fraud, porn, disinformation, and other bad things.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.