2,134 Marketing Trends identified as at Sep 28, 2016

2564
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Conducting a daily scan of relevant online and offline information sources, the MTT team identifies, curates and collates the current and future trends most likely to impact upon the world’s communications industries. These trends are categorised under twelve main headings and forty subheadings.


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Today’s Marketing Trends 28/09/2016

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Live Video is Now a 'Must-Buy' for Marketers

Trend Summary: A study by Yahoo on the effectiveness of livestreamed video found that 31% of consumers remember live ads better.


From sports to breaking news to the world's biggest music festivals, live video gives consumers the experience of being in two places at ...

......

... one and the same time.

As video viewership on digital devices increases, the thirst for live content does likewise. According to Yahoo sixty-four percent of consumers have watched live online videos in the past year.

That's especially true of millennials who want access to these experiences, 41% of whom said live events help to "keep them in the know".

Even more compelling than the massive numberof eyeballs attracted to live programming is that viewers who tap into live video are highly engaged.

Moreover, Yahoo's recent study into the advertising effectiveness of livestreams found that viewers are emotionally engaged with live content and find it valuable because it's content they want to see.

Meantime, brands are getting in on the action. Advertising alongside live video soared by 113% year-on-year, outpacing all other types of digital video.

Read the original unabridged AdWeek.com article.

[Estimated timeframe:Q3 2016]

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

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6991

'Human Viewable Impressions' Should Dictate Digital Media Buying

Trend Summary: The US ad industry has reached consensus that digital media-buying should be based on human, “viewable” impressions.


This was the focus of a one-day event in Manhattan last week, aptly named Conference on Time and Attention. According to Erin Rech, SVP for Digital Innovations and Investment at global media and ad agency UM Worldwide [aka Universal McCann], "We are learning more and more that ...

......

... "not only does viewability matter but time and attention also.”

Ms Rech also noted that time and attention has already become a factor in “branded content” strategies and executions, and that agencies are just beginning to factor it into media time and attention planning [TAP] and starting to think about how it impacts “on your reach and frequency goals.”

Rech said classic reach and frequency planning remains “our business deliverable,” albeit that time and attention are beginning to emerge as “secondary KPIs” [key performance indicators] which agencies and brands factor into their planning, enabling them to weight or index the value of time spent with their ad messages.

However, notes Rech: “Reach and frequency still trumps.”

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q3 2016]

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=6990