Report: Digital Video, Mobile Remain Priorities for Marketers in 2020

As marketers look ahead to the coming months, digital video and mobile appear to be leading the way in terms of areas of digital marketing investment, according to new research.

Integral Ad Science recently published its “Industry Pulse Report 2020,” and statistics showed that organizations are expected to spend close to $41.76 billion on digital video in 2020. This is a 20.8% year-over-year increase from 2019. In addition, they are projected to spend $63.51 on mobile, which is a 20.2% increase.


Interestingly, mobile surpasses digital video in terms of industry priorities for 2020. About 82% cited mobile as their top goal, with 78% pointing to digital video. About 70% said they were focused on social media.

Focusing on New Marketing Priorities

Marketers have several new goals for 2020, as previous research showed, and many of them involve boosting the overall bottom line.

Ascend2 conducted the “2020 Digital Marketing Plans Survey,” and data indicated that the majority of marketers (54%) want to increase the number of sales leads generated in 2020.

In addition, 49% want to boost customer acquisition, while 43% want to increase customer engagement. Approximately 38% would like to see a rise in brand awareness, and 33% want to improve the overall customer experience.

In 2019, about 57% of respondents said that their digital marketing plan had been at least “somewhat successful” at achieving these top goals. Thirty-nine percent of the best-in-class marketers said that they have been “very successful” at reaching their primary objectives.

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