76 Marketing Trends found for Agencies / Digital


To minimise / maximise the insight just click anywhere within the orange box
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

WPP Embraces Programmable Marketing

Trend Summary: GroupM's media investment unit is leveraging its relationship with AppNexus to harness machine learning.


AppNexus is a New York headquartered technology company whose cloud-based software platform powers and optimises the programmatic sale and purchase of digital advertising, ushering in the age of ‘programmable marketing’ and improving the performance of ...

[Estimated timeframe:Q3 2016]

... media traders.

The latest issue of The Drum magazine, guest edited by IBM’s AI system Watson, demonstrates that despite its teething problems, the technology is within the grasp of the contemporary marketer.

Meanwhile, at the cutting edge of the media industry’s use of artificial intelligence [AI], is the ad tech sector, aka ‘programmatic advertising’.

A recent presentation at AppNexus's Optimize summit in London demonstrated how GroupM’s Xaxis - a global audience buying company that combines all of WPP Group's demand side data and technology resources - is leveraging its relationship with AppNexus (an ad tech outfit in which WPP has a 15% stake) to stay ahead of the curve.

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=6925

Digital Upswing Puts Ad Agencies Under Pressure

Trend Summary: Under pressure to produce more work for less money, ad agencies look to move faster and more efficiently.


Exemplifying the growing pressures summarised above, the famed DDB ad agency, founded in 1949 as Doyle Dane Bernbach, is facing its toughest makeover yet, reinventing itself in the face of a  rapidly changing ...

[Estimated timeframe:Q2 2016]

... digital ad landscape.

Under pressure to produce more work for less money or risk losing clients, creative agencies are trying to tweak their business models to move faster and more efficiently.

For decades marketers have been calling for a more nimble ad model, but the cry has grown louder in recent years as brands look to more effectively reach consumers via a growing number of platforms.

Comments Wendy Clark, ceo of DDB North America: “Technology has now enabled consumers to have an expectation of brands and companies that is much quicker", adding that clients “need partners that are built on that marketplace of speed”.

Read the original unabridged WSJ.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: WSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6917

How Data Transforms Creative Marketing

Trend Summary: The marriage between data and creativity is disrupting the advertising industry.


In order to adjust to this new form of communication, DDB North America is evolving its creative model, says the agency's ceo Wendy Clark.  According to Ms Clark the marriage between data and creativity is ...

[Estimated timeframe:Q2 2016]

... disrupting the industry.

In order to adjust to this new form of communication, DDB North America is evolving its creative model, says Clark. Today's business is about immediacy, she says. "Our teams have to be structured around speed."

As a result, the agency is introducing a 24-7 content unit specifically to oversee one client. "They are open 24 hours and want to be engaged with their customers 24 hours," Ms Clark explains.

However Feldman Konrad, ceo of Quantcast, a technology company specialising in audience measurement and real-time advertising, cautions: "Too much data is not effectively being used."

Mr Feldman believes that one of the more effective strategies is to use data to understand how expectations match up against reality. He cites the case of a Quantcast client - a company that markets a drug aimed at older men. The company's research showed website visitors were skewing young and female. It turns out this younger audience served as caregivers and were concerned about their dads!

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=6916

Adland Set to Adopt Virtual Reality Technology

Trend Summary: Virtual reality is on course to change the face of marketing and media over the next generation.


Combined with its predicted scale the promise of virtual reality [VR] creates a potent scenario unlike anything that’s gone before. Aside from its impact on the worlds of entertainment, education, culture and commerce, its potential effect on people's psychologies is ...

[Estimated timeframe:Q3 2016]

... equally intriguing.

Daniel Freeman, professor of clinical psychology at the University of Oxford, who recently oversaw a study found that VR can be used to reduce paranoid fears.

Charities have also been quick to realise the potential of VR storytelling for this purpose. A recent VR experience for the National Autistic Society built on the theme of sensory overload, putting the user in the position of a person with autism.

Says Richard Beer, creative director at Don’t Panic, the agency behind the work: “We’ve used every tool at our disposal, from sound design and VFX to set design and stage direction, to create a small moment of what it can be like to be autistic. It’s a very different approach from traditional storytelling,”

Moreover, adds Beer, “VR’s core strength is its ability to create a sense of ‘presence". “Done well, it can make you forget that you’re even wearing a headset at all. So if you think about empathy as a mountain every storyteller or filmmaker must scale, VR offers us an opportunity to start half way up it.”

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=6904

Media Agencies Lick Lips Over 'Principal-Based Buying'

Trend Summary: The current era of digital ad buying has seen agency-client relationships become more complex. As has the way in which media is bought.


In a market formerly dominated by TV buys and commission-based compensation deals, the agency and client arrangement made sense for both parties. Today, however, agency-client relationships are not as simple as they once were - nor is the methodology via  which ...

[Estimated timeframe:Q2 2016]

... media is bought.

Consequently agencies are seeking additional sources of revenu and warming to the riskier practice of owning all sorts of ad inventory outright, then selling it to clients as a bundle inclusive of tech and service fees.

According to Ron Amram, VP of media at Heineken USA: "Conversations have definitely picked up", referring to what agencies call "principal-based buying."

The payoff delivers potential for new income and an alternative sales pitch to marketers.

"It's a way to get a good deal on inventory, depending on the media vendors financial needs throughout the year," said Dave Penski, chief investment officer for Publicis Media U.S.

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=6881

McCann Japan Hires First Artificial Intelligence 'Creative Director'

Trend Summary: Japanese ad agency hires adland's first Artificial Intelligence creative director.


In addition to hiring eleven recent college graduates, ad agency McCann Japan is to add AI-CD β, the world's first AI (artificial intelligence) creative director. Developed by McCann Worldgroup's Creative Genome Project, this is the first project undertaken by ...

 

[Estimated timeframe:Q1 2016]

... a taskforce launched in September 2015.

Enthuses Yasuyuki Katagi, president/ceo of McCann Japan: "The whole company is 100 percent on board to support the development of our A.I. employee."

"Artificial intelligence is already being used to create a wide variety of entertainment, including music, movies, and TV drama, so we're very enthusiastic about the potential of AI-CD ß for the future of ad creation."

Whilst developing AI-CD β, the McCann team deconstructed, analysed and tagged TV commercials, including the winners of the All Japan Radio & Television Commercial Confederation's annual CM Festival awards for the past ten years. AI-CD beta was designed to mine the database and creatively direct the optimal commercial for any given product or message.

The McCann Japan team claims it now has sufficient data to take on a creative brief from a client. One of McCann Japan's multinational clients, as yet unnamed, has agreed to work with AI-CD beta on an upcoming campaign.

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=6864

Twitter's New Algorithm Set to Wow Ad Agencies

Trend Summary: Twitter's new algorithm for the top of its news feed could presage a series of bold new moves for the platform.


Twitter's shiny new algorithm, officially introduced today, reorders tweets at the top of a user's timeline, tweets being determined by criteria such as account interactions, engagement and network activity. The new feature is optional and is followed by the traditional reverse-chronological ...

[Estimated timeframe:Q1 2016]

... feed that makes the platform stand out from others.

Advertising and marketing executives, including some who received unofficial Twitter briefings ahead of time, said the update could be just what the platform needs to win new users and generate more revenue.

According to Noah Mallin, senior partner and head of social media in North America at multinational media agency MEC:"This is a smart move [for Twitter] to increase and surface better content and engagements and a better user experience."

"They've walked a fine line in not alienating existing users while also not making this a clunky experience that would require something like toggling between multiple tabs."

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=6829

New Technolopgy Enables Marketers to Measure Mobile Ad Response

Trend Summary: New technology enables marketers to run studies to ascertain how people respond to their mobile ads.


To enable brands to quantify the impact of mobile ads after they're displayed to consumers, WPP Group offshoot Medialets is linking its ad-targeting technology to the group's Millward Brown Digital brand-lift studies. After serving a mobile ad, marketers will be able to run a study to ascertain whether or not the ad is remembered by it's ...

[Estimated timeframe:Q1 2016 Onward]

... target audience.

This is manna from heaven for marketers who have struggled for years to prove that mobile advertising is effective, largely because smartphone-size campaigns lack the same measurement and targeting capabilities expected by desktop advertisers.

Says Richy Glassberg, Medialets ceo: "What marketers are concerned about today is the staggering shift from desktop to a mobile device".

Glassberg also notes that "In the last two to three years, mobile has taken 60% of all digital usage, but the spending is so far behind. The tools that they use in desktop aren't translating to mobile."

Instead of using cookies, Medialets' technology anonymously tracks mobile IDs to help advertisers target specific groups of consumers. After identifying that someone saw an ad, brands can run follow-up surveys with questions like "Do you remember the ad you just saw?" or "How likely are you to buy the product you just saw advertised?"

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: AdWeeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6800

Is This the Beginning of the End for Trad Ad Agencies?

Trend Summary: US companies in-house advertising and communications units have multiplied at the expense of traditional ad agencies.


According to the USA's Association of National Advertisers, in 2008 just 42% of its member companies had in-house agencies. By 2013 however, that figure had risen to nearly 60%. These in-house units boast hundreds of staffers who create everything from print collateral and social posts to ...

[Estimated timeframe:Q4 2015 onward]

... big budget multimedia campaigns.

The Boston-based In-House Agency Forum [IHAF] serves the needs of this growing community of marketers via the delivery of thought leadership, industry insights and networking opportunities.

By 2014 IHAF's membership swelled from 150 to 250 companies and now includes heavy hitters such as American Express, Blue Cross Blue Shield, Boeing, Coca-Cola, HP, Lego, McDonald's, Nestlé and Raytheon.

One of the biggest advantages in having an in-house agency is its unlimited opportunity to learn from within - something external agencies are hard-pressed to do. Being part of the same company, marketers live and breathe the culture and the brand. The client's products are your products.

According to Marta Stiglin, a long-time member of IHAF's board of directors and its former chairman, one of the biggest misconceptions is that IHAF cannot attract and retain the same calibre of strategic and creative talent that external agencies can.

Says Ms Stiglin: "That simply isn't true. What's essential when staffing any type of organisation, internal or external, is that you hire the best and brightest people you can. If you hire "B players," you'll end up with a "B team."

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=6794



First Previous 1 2 3 4 5  ... Next Last