2,134 Marketing Trends identified as at Feb 22, 2017

2666
Drum Media Award

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Today’s Marketing Trends 22/02/2017

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Live Video Finally Takes Off in USA

Trend Summary: It is estimated that 63% of US internet users in the 18-34 age group have watched live video.


A study conducted in January 2017 by consulting firms Warc and Deloitte Digital reveals that live video has the greatest potential when it focuses on newsworthy events that attract high rates of ...

......

... sharing and commenting.

According to eMarketer’s latest report by analyst Paul Verna, "US Live Video 2017: Still Buffering", consumer-uploaded streams tend to be especially challenging to monetise because of their unpredictable nature, although content from publishers and brands offers more potential.

The data points to the challenges of using live video for marketing purposes—or even the challenge of getting started. It should be noted, however, that it took marketers years to embrace YouTube, Facebook and Twitter, largely for the same reasons that make live video, in its current incarnation, problematic.

Read the original unabridged TheDrum.com article.

[Estimated timeframe:Q1 2017]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: TheDrum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7103

Skippable Ads Have Become Behaviourally Ingrained

Trend Summary: Skipping 'Skippable Ads' has become ingrained behaviour for a majority of consumers.


Results of a trial released today by IPG Mediabrands subsidiaries Magna and Media Lab, reveal that 76% of consumers say they skip the ads because it is ...

......

... an ingrained habit.

Additionally, notes the study, "the situation is further exacerbated by the fact that not only do the majority of consumers skip ads, but they do so right away.”

However, the IPG units note in their report that a primary reason for consumers completing skippable ads has to do with their relevance and whether they are currently “in themarket-market” for the product or service advertised.

On the plus side, Magna's SVP for Intelligence Solutions Strategy Kara Manatt says that the media trial identified “viable solutions” to improve the viewing of skippable ads"

“While skipping is an ingrained behavior, more succinct ads, coupled with human connection and good storytelling, will help brands more deeply engage with its audiences,” she stated.

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q1 2017]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7102