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How Aetna Uses Content Marketing to Educate Consumers on Healthy Living

How Aetna Uses Content Marketing to Educate Consumers on Healthy Living

Jan 27, 2020

An increasingly important part of companies’ messaging efforts is content marketing, which they rely on to build brand awareness and engagement, provide thought leadership, and tap into cultural conversations around particular trends and topics.

Programmatic Advertising Is Driving Rapid Growth in Mobile Video

Jan 17, 2020

As more people watch video content on their mobile devices, the nature of mobile video monetization is changing. This is particularly the case for programmatic advertising, which we define as an automated, technology-driven method of buying, selling or fulfilling digital display ad placements. Overall, mobile video ads sold programmatically generated $19.93 billion in revenues in 2019 in the US and will generate $24.87 billion in 2020.

Why Short-Form Video Apps Are So Popular in China

Why Short-Form Video Apps Are So Popular in China

Jan 02, 2020

Short-form video apps arrived in China in early 2017 and have established themselves as viable entertainment options, allowing users to create content in 15- and 60-second spurts. In fact, we estimate that average daily time spent with short-form video among mobile internet users has risen from 9.9% of total mobile internet time in Q3 2018 to 13.5% in Q2 2019. Meanwhile, time spent on over-the-top (OTT) apps experienced a slight decline.

China Advertising Year in Review: Trends from 2019 that Are Here to Stay

China Advertising Year in Review: Trends from 2019 that Are Here to Stay

Dec 26, 2019

China has proven to be a hotbed for digital innovations, especially in the past few years. During this time, marketers worldwide have observed the latest trends coming out of the country, applying what they learn to their own markets.

Mobile Year in Review: The Launch of 5G Is the Biggest Story in a Busy Year for Mobile

Mobile Year in Review: The Launch of 5G Is the Biggest Story in a Busy Year for Mobile

Dec 19, 2019

Mobile dethroned TV in 2019 as the channel where US adults spent the most time. While it may be a symbolic threshold for now, it’s still notable that the average US adult spent 3 hours, 43 minutes (3:43) on their mobile devices in 2019, compared with the average 3:35 spent watching TV. As recently as 2016, US adults watched nearly an hour more of TV than they spent on their smartphones and tablets (4:05 vs. 3:08).

Facebook’s Year in Review: Grading Its Progress on Three Big Questions

Facebook’s Year in Review: Grading Its Progress on Three Big Questions

Dec 16, 2019

At the end of last year, we asked three important questions about Facebook in 2019.