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ANA Offers Guidelines to Measure Influencer Marketing

Influencer marketing occupies an untamed corner of the media jungle, although plenty of companies have tried to civilize it.  The Association of National Advertisers is helping with a set of guidelines for measuring influencer marketing results.  The guidelines offer definitions for different awareness, engagement, and conversion metrics plus a handy chart of how different social platforms do their calculations.

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Is CDP Adoption Higher in Europe Than North America? Moengage Thinks So

July 25, 2022

This set of Moengage reports has lots of yummy data, but what caught my eye is a table showing CDP adoption rates are higher in Europe and India than North America.  That seems unlikely but the larger story is that CDP use hovers around 20% in all markets, comparable to marketing automation and not much lower than CRM.   There are separate reports for North America, Europe, Germany, India, and the Middle East, with Southeast Asia on the way.

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Customer Data Platform Industry Grew Strongly in First Half of 2022: CDP Institute Report

July 24, 2022

The Customer Data Platform (CDP) industry had a strong first half in 2022 with 10% employment growth among existing vendors and eleven new companies added, according to the CDP Institute's latest Industry Update report. Total employment grew by 2,494, the largest increase on record. However, a slowdown in funding and acquisitions may indicate investors are becoming more cautious about the industry.

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Marketers to Focus on Platforms Not Ad Channels in 2023: IAB Survey

November 29, 2022

This IAB study finds that connected TV and paid search are expected to be the fastest-growing ad channels next year, while linear TV and other traditional media continue to shrink.  More intriguing: marketers are focusing more investment on foundational tools like measurement and first party data, and less on specific ad channels.  Download for deep dives into retail media networks and the metaverse.

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