Mobile-only media such as mobile search and display are the source of a majority of phone calls to businesses.
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After growing by 0.9% in 2013, US advertising expenditures maintained a similar rate of growth of 0.7% in 2014 to reach $141.2 billion.
US small and medium-sized businesses were seeing more success with their website than any other channel.
Mobile will see its fair share of spending increases; it ranked as the No. 1 area of opportunity for programmatic ads, cited by 33% of marketers.
33% of US B2B & B2C marketing professionals still didn’t know which channel made the biggest impact on revenues.
The percentage of US online video ads that were in-view that quarter reached 39.0%, a 9-percentage-point quarter-over-quarter increase.
Despite increasing pressures to prove their worth, American CMOs continue to have difficulty quantitatively demonstrating the impact of their activities.
B2B marketers count lead generation as their top marketing objective, while B2C marketers are most heavily focused on driving sales this year.
US native social media ad spending is expected to reach $18.4 billion in 2019, over 240.7% more than the $5.4 billion estimated for 2014.
Vertical ad units were consistently the most viewable. Worldwide, 120×240 placements performed the best for viewability, with a rate of 55.6%.