A Nielsen study that finds marketers spend too little on advertising might seem too self-serving to mention. But while the headline on this report is that 50% of campaigns spend too little to get optimal results, the unstated implication – that marketers should run fewer programs– is worth some thought. Bigger eggs, fewer baskets.
Verve Group, which has assembled a herd of mostly-mobile ad buying and selling tools, has added self-service mobile ad buying platform Dataseat to its flock. Like other Verve properties, Dataseat specializes in placing ads without relying on customer or device identifiers that are rapidly vanishing due to privacy improvements. Dataseat’s approach uses contextual signals to optimize campaigns.
The build-vs-buy debate never ends, and sometimes build really makes sense. But buy is clearly the way to bet: just 17% of martech replacement projects chose a homegrown solution this year, according to this MarTech survey. That’s down from 31% the year before. CDPs were among the least common replacements, maybe because they’re awesome and maybe because most CDP implementations are fairly new. Download for more fun facts.
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.