75 Marketing Trends found for Agencies / Digital


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Consultancies, Publishers and Tech Firms Threaten Ad Agencies In Asia Pacific Region

Trend Summary: Consultancies and publishers are disrupting the advertising agency model in Asia Pacific.


According to a two-part series sponsored by UK based ad trade trade journal The Drum, management consultancies, publishers and technology firms are starting to offer their clients ...

[Estimated timeframe:Q4 2017]

... digital marketing and advertising services in the Asia Pacific region.

This trend has seen traditional ad agency businesses experiencing  major disruption over the past couple of years, as management consultancies, technology firms and publishers have started to offer digital marketing and advertising services to their clients, either by acquiring creative and digital shops or setting up a dedicated advertising arm. 

Apparently these major consultancies are surprisingly shy when quizzed about this trend - among them EY, KPMG, Deloitte, Accenture and Boston Consulting Group.

Less coy about sharing their thoughts on the subject, however, were McKinsey, PwC, IBM, Bloomberg and The New York Times.

Read the original unabridged TheDrum.com article.


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=7263

US and European B2B Agencies Form Global Network

Trend Summary: Eight martech agencies in Europe and the USA have announced the formation of a network of B2B agencies.


Branded Martech Global the project comprises twenty-six agencies and circa six hundred B2B advertisers. The agency network launched yesterday in conjunction with ...

[Estimated timeframe:Q2 2017]

... the Marketo Summit in San Francisco, with founding members from Europe and the Americas.

According to Emma Storbacka, founder partner at Helsinki based agency Avaus, the main challenge for B2B agencies is that such agencies not only need to adopt new marketing technology, they must also learn how to work with the technology to drive business results.

Ms Storbacka also claims that "With more than 300 martech consultants and around 100 certified Marketo experts, we are one of the biggest Marketo partners globally".

Read the original unabridged TheDrum.com article.


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=7179

Ad Agencies, Media Owners Urged to Clean Up Their Act

Trend Summary: Advertisers, agencies, media, government and academia are to convene for a series of open forums.


Dubbed the Advertising Transparency & Trust Forum, the organisers describe themselves as a “non-partisan ad hoc working group” whose sole goal is to discuss the ...

[Estimated timeframe:Q1 2017]

... current state of “trust systems” in the advertising world to see if better business practices can be developed. 

The forum’s agenda is being developed by Jerry Wind, professor of marketing at The Wharton School of the University of Pennsylvania, who is well known for tackling big industry problems.

According to Andrew Susman, vice president of Empower MediaMarketing, a Cincinnati based independent media agency that resigned from the American Association of Advertising Agencies last year when the latter failed to endorse and support media-buying transparency initiatives proposed by the Association of National Advertisers: 

Susman adds: “It’s become apparent that the current situation with no trust has become destructive to all parties”.

Read the original unabridged MediaPost.com article.


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=7099

P&G Goes Bare Knuckle With Ad Tech and Ad Agencies

Trend Summary: Procter & Gamble's top marketing honcho lays down the ground rules for agencies and media.


Speaking yesterday at the Internet Advertising Bureau's Annual Leadership meeting, Procter & Gamble's Chief Brand Officer Marc Pritchard laid down P&G's new law for ...

[Estimated timeframe:Q1 2017]

... digital media companies and ad agencies.

Announcing a five-point program that will take effect this year, the highly influential P&G honcho urged the rest of the advertising industry to follow his company's lead.

"The days of giving digital [media] a pass are over" declared Pritchard. "It's time to grow up. It's time for action" he evangelised.

P&G's marketing plan includes a thorough review of all media-agency contracts, presumably prompted by an unpleasant surprise in the wake of its dealings with an unnamed ad agency.

Pritchard also urges that all marketers use industry-standard viewability metrics, fraud protection programmes and third-party verification.

To enforce those steps Pritchard said that P&G has vowed not to user any digital media, ad tech companies, agencies or other suppliers for services that don't comply with its new rules.

"We've given them plenty of notice he said",adding wryly: "More than a full year for many."

Read the original unabridged AdAge.com article.


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

Source: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7091

'Internet of Things' Set to Enter Next Phase

Trend Summary: Ad agencies and inventors are starting to shape the 'Internet of Things'.


The digital world's rapid interweaving with the physical world is forcing tech companies and ad agencies to constantly hone up on the massive landscape of big data. Moreover some analysts and experts expect there will be as many as ...

[Estimated timeframe:Q1 2017]

... fifty billion connected devices within the next three years.

International Data Corporation estimates that this trend could generate nearly $9 trillion in sales by 2020. While at this year's Consumer Electronics Show [CES] in Las Vegas a number of companies will debut IoT products that range from brilliant to wacky.

One exhibitor, Norwegian near-field-communication company Thinfilm Electronics, will be displaying its line of smart bottles that connect smartphones to social media and other websites, while manufacturing titan 3M will debut methodology that tracks breathing patterns and one's environment through wearable devices in ways that could help people with asthma or allergies.

Yet another company, Ozobot, will be showcasing its mini "social robots" that operate via colour command to help children learn to code. Moreover, visitors to CES will experience a cornucopia of of shiny new  connected cars, connected shoes and connected travel.

According to Brian David Johnson, a former futurist at Intel, now the futurist in residence at Arizona State University's Center for Science, the Internet of Things is finally entering its  "age of adolescence".

Johnson predicts that much of the original consumer-grade hype has focused on turning lights on and off and tracking fitness, whereas the next few years will see an inventive wave of maturity in which advertisers seem keen to play a part.

Read the original unabridged Adweek.com article.


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=7063

Programmatic Ads to Grow 31% in 2017

Today's Marketing Trend: Programmatic advertising will grow by 31% in 2017


According to the latest Programmatic Marketing Forecast, published today by media agency ZenithOptimedia, programmatic advertising will grow 31% in 2017, faster than ...

[Estimated timeframe:Q4]

... all other digital channels.

The report, which covers forty-one key advertising markets, estimates that programmatic will grow well ahead of social media (which will grow 25%) and online video (20%), while a growing proportion of these other channels will also be traded programmatically.

Initially programmatic marketing was often used to reach target audiences as cheaply as possible, with little regard for the quality of the sites in which the ads appeared.

However, it is now being used in conjunction with valuable data segments to target individuals in intelligent and creative ways, identifying those most likely to be receptive to a brand’s messages and encouraging them along the path to purchase, often in premium environments.

The biggest programmatic ad market by far is the USA, worth $24.0bn in 2016 and accounting for 62% of total global programmatic adspend.The UK comes a distant second, worth $3.3bn, and China third, worth $2.6bn.

Read the original unabridged ZenithMedia.com article.


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

Source: Zenithmedia.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7040

'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 ...

[Estimated timeframe:Q3 2016]

... "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.


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

UK Brands Voice Concern Over AdSpend Transparency

Trend Summary: Major UK brands are increasingly excited, albeit concerned, over the potential adtech brings to their marketing plans.


Programmatic spend by UK marketers in 2016 is forecast to exceed £2.6bn prompting trade body, the Incorporated Society of British Advertisers [ISBA] to address both awareness and issues of transparency via a ...

[Estimated timeframe:Q3 2016]

... set of guidelines to its members.

ISBA maintains that, despite a marked increase in media spend using programmatic technologies, its members are increasingly concerned that their media agencies are not doing enough to promote transparency with regard to their media management practices. Accordingly ISBA is now acting to bolster levels of education.

According to ISBA’s director of media and advertising Mark Finney, high attendance numbers at its events focusing on programmatic advertising are indicative of the levels of interest in the use of such technologies.

Moreover ISBA members are increasingly perplexed at the ever-increasing complexity of the adtech ecosystem, especially when it comes to issues such as whether or not their ads are actually viewed by humans, click fraud and ad misplacement.

Mr Finney reveals that “ISBA members are also worried about their media agencies’ lack of transparency, with agency trading desks acting as both agent and vendor and the whole issue of rebates. This problem is exacerbated by incomplete disclosure on the part of media agencies regarding their media management practices.

Concludes Finney: If they [media agencies] made more effort to demystify their processes it might make advertisers less inclined to mistrust.”

Read the original unabridged TheDrum.com article.


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=6987

Agencies and Media Platforms Conjoin to Measure Cross-Screen Viewing

Trend Summary: Ad, TV, Video trades in USA organise around tech standards to seek single 'Mezzanine' format.


The proliferation of so-called “cross-platform” screens for watching TV and video has focused the US media industry on measuring and understanding how consumers view advertising and programming content, but it has also created unintended consequences in ...

[Estimated timeframe:Q3 2016]

... the way in which the Ad, TV, and Video trades produce, distribute and traffics that content.

The consequences of this trend have created confusion, inefficiency and challenging new kinds of workflow among advertisers, agencies and the media.

In the first industry-wide initiative to tackle technical standards and formats associated with this rapidly changing marketplace, a joint venture of the Association of National Advertisers [ANA]and its agency counterpart, the 4As, has spearheaded a coalition of the advertising, TV and digital media industry’s leading technical groups to create standards and best practices for managing video assets in a non-linear world.

The effort - which is supported by nine trade groups, including the ANA, the 4As and the Interactive Advertising Bureau - is the brainchild of Harold Geller, chief growth officer of Ad-ID, the ANA/4As joint venture that created an indelible digital code enabling advertisers, agencies, producers and the media to traffic vital metadata associated with TV and video ad campaigns regardless of whichever platform they ultimately end up on.

Read the original unabridged MediaPost.com article.


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=6981

US Advertisers Lay Down Ground Rules for Ad Agencies

Trend Summary: A new report by the US Association of National Advertisers [ANA] urges greater transparency in advertising practices.


The ANA report, titled Media Transparency: Prescriptions, Principles and Processes for Marketers, urges greater transparency in advertising, establishing three key policies advertisers should adopt to achieve full transparency, specifically overarching ...

[Estimated timeframe:Q3 2016]

... media agency management principles that can be easily understood and executed.

The proposed principles include requiring media agencies to ensure complete transparency in all transactions with parent companies, subsidiaries, affiliates, and third parties.

The ANA report also urges ad agencies to err on the side of communicating everything - important or otherwise - to their marketing clientele.

Additionally the ANA recommends that its members ...

  • Establish primacy over the client/agency relationship, and regularly re-evaluate and upgrade internal processes and practices.
     
  • Create a uniform code of conduct between the advertisers and agencies.
     
  • Ensure that contracts with media agencies include robust language to deliver full transparency.
     

Read the original unabridged ANA article.


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

Source: ANA.net
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6935



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