News Coverage

A study conducted by the CMO Council and video advertising technology provider ViralGains found that although 78% of chief marketing officers are increasingly held accountable for bottom-line metrics like sales, “the vast majority are still measuring video ad success with traditional, awareness-based metrics like clicks and impressions.” The report surveyed 233 senior marketing leaders in the first quarter of this year.

ViralGains, a digital video advertising journey platform, in conjunction with the Chief Marketing Officer (CMO) Council today released a study that investigated how digital video advertising is utilized throughout the customer journey. The CMO Council surveyed a total of 233 senior marketing leaders in the first quarter of 2018 for this study. Results revealed that marketing leaders are still very uncertain about the results they’re generating from digital video, and many don’t have the knowledge they need to succeed, even as a staggering 96 percent set out to increase their video budgets in 2018 (and beyond).

In a wake-up call to digital media platforms like Facebook and Google, marketing leaders globally say they will no longer tolerate deficient advertising measurement. Most see a need for more effective data transparency and detailed, timely, and reliable reporting systems. According to a new study from the Chief Marketing Officer (CMO) Council, news coverage about inaccurate, questionable and false digital media reporting measures have already caused 21 percent of marketers to pull back on advertising spend. More than 70 percent of brand leaders admit that negative news headlines have had an impact on budgets. The new report, titled “Engage at Every Stage: An Investigation of Video Activation,” was produced in partnership with video journey company, ViralGains, and reveals that 95 percent of marketing leaders surveyed believe digital media must deliver more reliability.

The majority of marketing officers are still measuring video advertising using traditional metrics such as clicks and impressions, according to a new report by ViralGains, the digital video advertising platform, together with the Chief Marketing Officer (CMO) Council. The survey of 233 senior marketing leaders during Q1 2018 found that marketers were not clear about the results of their digital video campaigns. Many admitted that they lacked the know-how. Despite this, 96% planned to increase their video ad budgets for 2018.

Marketers continue to invest in video this year, but are frustrated with the current advertising landscape, according to a report by the CMO Council and ViralGains. The report, “Engage at Every Stage: An Investigation of Video Activation” surveyed 233 senior marketing leaders during the first quarter of 2018, of which roughly 109 hold the title of CMO or senior vice president of marketing. Some 43 percent of respondents represent companies with revenues greater than $1 billion, and 47 percent hold the title of CMO or senior vice president of marketing for their organizations. Digital video is considered more important than other media investments by 28 percent of respondents and 40 percent say that video is growing in importance. However, nearly all marketers disapprove of viewability definitions.

The CMO Council on Tuesday (4/24) released a report that investigates how some of the nation’s top marketers and advertising decision-makers are calling for more transparency. Titled “Engage at Every Stage: An Investigation of Video Activation,” this study finds that inaccurate, questionable and false digital media reporting measures have already caused 21% of marketers to pull back on advertising spend.

The role of marketer and data analyst have become intertwined. Thanks to more intelligent systems (think HubSpot) and insight into consumer behavior at every step of the buyer’s journey, marketers have the power to apply these learnings and create truly personalized, relevant experiences. That’s why the most impactful marketing strategies are data-driven. It’s a simple concept, but it’s not a simple process. In fact, a recent survey from CMO Council and RedPoint Global found that “...only 7 percent of the marketers surveyed early this year say they deliver real-time, data-driven engagements across both physical and digital touchpoints.”

All this technology, all this data, all this new thinking—all of it is transforming marketing both operationally and strategically. Whereas once marketing was seen as the fluffy stuff—or, in the case of one company I worked at, the place that sticks a logo on letterheads and merchandise (car phone chargers! headphones!)—now there is a real drive towards proving return on investment. And where there is ROI, there’s more clout. So with all this technology, data, new thinking—marketing transformation—how is it that some CMOs are still trying to prove their worth? As the CMO reaches the top table, they must move away from vanity metrics and begin to think about more robust ways to drive repeatable, predictable, and scalable revenue. The modern marketing leader is in the business of driving revenue, not spending money with no returns.

The CMO Council senior VP of marketing, Liz Miller, said the industry must be "hyper vigilant" in developing transparency and authenticity with customers in partnership with the platforms being leveraged to connect with them.  "Think long and hard about how you explain data policies and the value intelligence will bring to your customers, and then deliver - every time," she advised. "Our customers are willing to provide us with data, and they will volunteer it in exchange for value. But thanks to Cambridge Analytica, some of that trust is eroded and we will need to win it back."

For better or worse, consumers are in charge of their media choices. If your company can’t reach them in a trustworthy, engaging way, then you can bet your brand will take a hit. According to findings from a CMO Council study, 99 percent of consumers would curtail or terminate relationships with companies that failed to earn their trust.

Retailers are ahead of manufacturers in taking advantage of post-purchase opportunities. A study from the CMO Council found that 56% of marketers from retail organizations said their companies view aftermarket services as a strategic area of focus and essential to customer experience and business success, compared to 45% of marketers from manufacturers.

Unilever CMO Keith Weed opens a discussion on how digital media platforms must improve their services. Liz Miller connects the dots between this new dialoague and recent CMO Council research on the issue of brand security. 

Unilever theatens to pull adveritsing from digital media platforms that fail to prevent "toxic content" from appearing on their sites. 

Unilever takes a stand on fake news when it threatens to pull advertising spend from digital media giants like Facebook and Google for failure to curate content. 

In the wake of a speech given at the Interactive Advertising Bureau, Keith Weed of Unilever has effectively put a spotlight on recent shortcomings of the digital media industry. 

All eyes are on Facebook and Google after Unilever has used its multi-billion-dollar advertising budget as leverage to take a stand against digital media platforms that are found to be unethical. 

Unilever is clear to its partners in the digital marketing space: stop the flow of toxic content, or we stop using your platforms for advertisement. Facebook and Google state they actively addressing the issue, but still seem to grapple with the responsibility of addressing user-generated content deemed toxic. 

Unilever reinforces the mandate for digital media platforms to carefully monitor unethical content that may appear on their sites with a threat to pull advertising. 

Despite the fact that Google and Facebook lead the digital advertising industry in terms of revenue, they seem to be falling short on their committment to prevent the appearnce of fake news and questionable content along side critical ad space. Unilever threatsto pull ads in the interest of brand protection. 

After delivering a speech on the failure of the digital media industry to remain transparent, Keith Weed of Unilever has annouced that the brand prioritize investing in adspace on "responsibile platforms".