Digital Marketing News: Google’s Playable SERP Podcasts & New Unified Analytics, B2B Video Completion Rate Study & More

2018 B2B Video Completion Rates and Other Benchmarks
Business videos four minutes or shorter saw the highest completion rates — between between 50 – 68 percent — while those over 20 minutes saw the lowest, around 25 percent, just some of the research of interest to digital marketers in newly-released B2B video study data. MarketingCharts

YouTube video content was the subject of a new Pew Research study that examined popular channels with 250K or more subscribers. Among them, just 10 percent produced 70 percent of the content, the research showed. Social Media Today

Podcast Listeners Pay Attention to Ads
Only 20 percent of regular podcast listeners are likely to skip ads within podcasts, far less than the 44 percent who always avoid online pop-up ads or the 36 percent who skip banner ads, according to new study data. MarketingCharts

Google introduces App + Web for unified reporting in Google Analytics
Google has rolled out a combined Web and app analytics feature, unifying mobile and desktop views with its new App + Web for Google Analytics offering. The combined analytics give marketers additional ways to visualize more data. Marketing Land

60 percent of regular emoji users like brands using emojis that match their own personality, and 51 percent are more likely to comment on social media posts from brands that use emojis, according to newly-released study data. MarketingCharts

Global Ad Spend Trends: Forecasts by Medium and Country
By 2021 global digital advertising spending is predicted to increase by 47 percent from 2019, with ad expenditure growth up by 5.3 percent, according to newly-released forecast data from Zenith. MarketingProfs

Google Image Search launches new image preview box
Google has rolled out updates to its popular image search feature, including the addition of more image details and a persistent focus image box, among several other changes the search giant announced this week. Search Engine Land

Facebook to remove thousands of outdated interest targets for advertising
Over the coming months Facebook will purge thousands of advertising interest targets, paring down sometimes unwieldy target lists by removing infrequently-used target interests, the firm recently announced. Marketing Land

Twitter restructures relationships with agencies and ad-tech partners
Twitter has shuffled the way it handles agency and technology teams, merging its platform solutions department with its team charged with agency development, and AdAge took a look at some of the ways the new changes will affect marketers advertising with Twitter. AdAge

Google puts playable podcast episodes in Search
Google has begun rolling out playable podcast episodes that appear directly in search results, presenting both new visibility opportunities along with attribution and analytics challenges for marketers and brands. Engadget

ON THE LIGHTER SIDE:

A lighthearted look at a CMO by any other name by Marketoonist Tom Fishburne — Marketoonist

Tweets Can Be Ephemeral, but Your Likes Are Forever — Wired

TOPRANK MARKETING & CLIENTS IN THE NEWS:

Have you found your own top new influencer marketing or digital advertising stories from the past week?

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