76 Marketing Trends found for Agencies / Digital


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Brands and Agencies Remain Cautious Re Social Media

Trend Summary: Almost three out of ten advertising and marketing executives don’t believe social media plays an important role in the marketing mix.


New research conducted by the UK's Internet Advertising Bureau [IAB] reveals that behaviour and attitudes towards social media among a sample group of 180 advertising agencies and brands, found that in terms of marketing disciplines, social is seen as ...

[Estimated timeframe:Q4 2015 onward]

... still a “teenager”.

Respondents said that only 43% of their Twitter, Instagram or other social campaigns were integrated into the wider marketing function, while over half of the participating brands noted that they never measure the ROI of social media.

Conversely, ad agencies are more likely to calculate ROI, with 35% saying they go through the process "some of the time".

Despite these findings, however, agencies said that over the next twenty-four months they will allocate 33% more of their budgets in the medium, with brands expecting a 21% rise – which Alex Kozlof, the IAB’s director of marketing and communications, believes could help social “enter adulthood within a couple of years”.

The survey, which was conducted on behalf of the IAB by ICM Research, also revealed which brands marketers saw as "leading the way" on social: Coca-Cola topped the list with 20% of the total votes, followed by Nike and Virgin.

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: The Drum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6792

Fraud and Other Flaws Cost Online Ad Industry $8bn Annually

Trend Summary: Ad blocking and flaws in the online system are costing the digital marketing, advertising, and media industries around $8.2bn annually.


A new report conducted by Ernst & Young on behalf of the US Interactive Advertising Bureau reveals that ad blocking, along with other flaws in the online system, are costing the digital marketing, advertising and media industries in the region of an eyewatering ...

[Estimated timeframe:Q4 2015 onward]

... $8.2bn annually.

The Ernst & Young report, titled What Is An Untrustworthy Supply Chain Costing the Digital Advertising Industry, posits that there are three main causes underlying that $8.2bn figure. These are:

  • Non-human traffic (fake advertising impressions that are neither generated by real advertisers nor received by actual consumers) accounts for more than half of the wasted money, totalling $4.6 bn.
     
  • Infringed content – stolen video programming, music and other editorial content that is illegally distributed on the web. This equates to losses of circa $2.4bn and will continue to grow.
     
  • The remaining $1.1bn in lost dollars comes from malware-related activities, with much of that figure coming from ad-blocking. The IAB estimates that $781m is lost from consumers installing ad blocking software over malware and security concerns.
     

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=6782

Ad Agencies Hit as Clients Embrace Digital and Data Marketing

Trend Summary: The world's biggest advertiser P&G has cut by 40% the number of its ad agencies worldwide.


An annoucement late last week revealed that Procter & Gamble, the world's highest-spending advertiser, is trimming agency and production spending by circa 15%, equivalent to $300 million. In one global beauty category P&G slashed its digital marketing services spend by 75% simply by ... 

[Estimated timeframe:Q3 2015 onward]

... consolidating all its digital services within a single agency. 

P&G's move reflects an across the board shake-up in relationships between marketers and their advertising and media agencies.

According to a poll conducted by the CMO Council, only 5% of marketers report confidence in their current creative and media agencies, with 72% of respondents saying they intend to seek new agency partners to better exploit their data & digital marketing efforts.

Marketing is at a crossroads, and now is the time for agency partners to work even harder to meet their clients' expectation for performance and creativity.

Comments Avi Dan, ceo of Avidan Strategies, a marketing consultancy that advises marketers on agency search and compensation: "This has created an interesting phenomenon of marketers putting their existing agency accounts up for review, calling into question everything from performance to structure."

Concludes Mr Dan: "Marketers recognise that the world has changed, and they’re looking for partners who can unlock the new communications landscape in all its manifestations."

Read the original unabridged Forbes.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: Forbes.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6687

Online Video Set to Erode TV Audiences by 2016

Trend Summary: The average amount of time people spend daily watching online video is projected to increase by 23.3% in 2015.


According to the latest Online Video Forecasts by London headquartered media agency ZenithOptimedia, the average amount of time people spend consuming online video each day is projected to increase by 23.3% in 2015 and by ...

[Estimated timeframe:Q3 2015 onward]

... an additional 19.8% in 2016.

Moreover, viewers are most likely to be watching these videos via their smartphones.

Video consumption on mobile devices - such as smartphones and tablets - is forecast to grow by 43.9% in 2015, and 34.8% in 2016.

In total, 52.7% of video will be viewed via smartphones and other mobile devices by 2016 and 58.1% by 2017 - up 22.9% in on the 2012 viewing data.

Says says ZO's Head of Forecasting Jonathan Barnard: "I was surprised to see that across the markets covered by the report, mobile viewing of online video is catching up with desktop and other devices extremely quickly, and mobile will be the main viewing channel next year".

The projected growth varies by region. Twelve markets in particular, among them China (27.2%), France (50.0%), Germany (27.5%) and the USA (12.3%), are seeing regular online video viewers increase at double-digit rates.

Notes Mr Barnard: "Some of the keenest [video] users are young, affluent viewers who are hardest to reach on television. Brands are finding online video a particularly effective way to reach these valuable audiences, not just with advertising, but also with branded content; content that can inform or entertain consumers in a deeper and richer way than is possible with short, interruptive ads.”

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=6685

WPP, Dentsu Vie for Digital Media Acquisitions

MarketingTrendTracker Summary: Dentsu and WPP are in acquistion mode, targeting the media, marketing and technology sectors.


In its latest Mergers & Aquisitions Report, London based corporate finance advisory firm Ciesco, in partnership with UK data services provider Experian, analysed 542 deals struck during H1 2015 in the technology-enabled media and marketing [TEM&M] sectors. During this period London based WPP Group and Tokyo headquartered Dentsu each closed ... 

 

[Estimated timeframe:Q2 2015 onward]

... thirteen TEM&M deals during the first six months of 2015.

In toto these deals have a disclosed value of $18bn, although Ciesco notes that the value of the deals has not been disclosed and that their true worth is likely to be significantly higher.

All of Dentsu’s thirteen deals in H1 were conducted in markets outside Japan. In the year-prior period, the Japanese agency giant made ten deals in the digital, media, marketing and tech sectors.

WPP’s TEM&M deal-making, however, appeared to slow in the H1 period.

According to Ciesco, WPP, the world’s largest advertising and marketing comglomerate, made thirty-nine acquisitions in the tech, media and marketing sector during H1 2014.

However, Ciesco’s data implies that WPP’s deal-making deceleration last year was likely due to its focus on growing market share in the wake of the ill-fated merger between rival ad holding companies Publicis and Omnicom.

Read the original unabridged Blogs.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: Blogs.wsj
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6680

Media Agencies Urged to Return to Glory Days of Don Draper

Marketing Trends Summary: Over the past six months at least twenty major US advertisers have called reviews of their media agencies, with a total of $25bn up for grabs.


Some observers assume that this trend is primarily driven by cost-cutting, while others believe it reflects transparency issues, and others suggest that it's a kind of Rorschach inkblot test. According to one senior media agency executive responsible for driving change and innovation at a major media shop, the trend signals that its clients are  ... 

[Estimated timeframe:Q2 2015 onward]

... facing the most profound, rapid changes they've ever known, despite which their agencies are blithely ignoring clients' needs and relying on their past performance.

However, not all media shops are similarly blinkered.

According to one senior media agency executive: "Our role as media agencies should become more ambitious - to move from helping our clients buy media to helping them solve business problems; to shift from facing the industry to facing real people; to become stewards through the uncertainty; to know what is changing and what is staying the same; and to unleash the power of new technology to transform our clients' businesses."

"Things have never been so fast before, but will never be so slow again -- from changing TV viewing habits, to apps that explode and die in weeks, to real-time marketing."

"Clients want to know what's next, what is dead, what is changing, and even more importantly, what isn't and how can they test and learn to maximise what they have learned and reduce risk.

"This calls for agencies to operate in a fundamentally different way - to keep their finger on the pulse, be agile and ready to change. Agencies need to be structured differently, to operate with an entrepreneurial culture and to employ new talent to keep a view on what lies ahead."

Which, of course, harks back in time to the Don Draper era when ad agencies handled every aspect of their client's accounts, from strategy planning and creative through to media evaluation and buying. 

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=6642

New Survey Reveals Massive Agency-Client Disconnects

Trend Summary: A new survey of US marketers and ad agencies reveals little harmony and much discord.


Given the (often concealed) antipathy that exists between advertisers and agencies, few eyebrows will be raised on either side of the Atlantic at the findings of a recent survey conducted on behalf of the US Association of National Advertisers. Despite their differences, however, marketing and agency leaders agree that ...

[Estimated timeframe:Q1 2015 onward]

... agencies are valuable to marketers and help drive business results.

Nonetheless, the two sides differ as to how well they work together, the clarity of assignment briefs and the quality of the ad-approval process.

For example, only 27% of agency leaders polled think that marketers' briefs are clear and precise, whereas 58% of marketers believe their briefs to be cogent.

Likewise, just 36% of the agencies surveyed were satisfied with marketers ad-approval process, whereas 54% of marketers professed satisfaction with the process.

Predictably, however, the biggest disconnect between the two sides is the thorny issue of compensation.

Nearly three-quarters (72%) of clients described their agency compensation as fair, whereas only 40% of the agencies thought likewise.

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=6575

WPP Steps-Up Investment in Mobile AdTech

Trend Summary: WPP Group, the world's largest marketing services conglomerate, has signalled its intention to move into mobile marketing via yet another acquisition.


WPP Group's programmatic arm Xasis, has acquired Verizon Ventures' mobile tech offshoot ActionX, thereby enabling Xaxis to more accurately target ads within apps, facilitating symbiosis and precision in linking user identities across multiple devices - capabilities upon which ActionX built its business. In particular, the deal will enable the WPP offshoot to more accurately ...

[Estimated timeframe:Q1 2015 onward]

... target ads within apps and link user identities across devices.

The ActionX system works primarily on behalf of app owners by tracking the anonymous behaviour of mobile app users then serving ads to those users based on their behaviour.

This technology could signal the beginning of the end for cookies. Says Xaxis ceo Brian Lesser: "It's no secret that cookies have limited utility in an ever increasing mobile world."

"There's lots of ways of solving that, but perhaps the best way is to work directly with an advertiser within their app and across other apps."

Xasis' acquisition comes at a time when mobile advertising resembles the Wild West. Cookies used to track users on the web are ineffective on mobile devices, making it difficult for advertisers to tailor ads to mobile users and co-ordinate campaigns across devices.

It's an environment that funnels adspend into whichever medium is best able to offer a solution to the problem, placing large companies like Facebook in pole postion thanks to its wealth of logged-in users. Meantime, mobile ad spending overall is also booming.

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=6554

Top Ten US Advertisers Switch Ad Dollars to Digital

Trend Summary: The USA's largest marketers are slashing their advertising budgets as they shift a larger slice of their spending to digital media. 


In a trend likely to spread to Europe and other international markets, America's ten largest advertisers reduced their advertising spend by 4.2% in 2014 to $15.3bn, $16bn down on 2013 according to the latest report from WPP-owned Kantar Media. Among the top ten budget slashers are household names, listed below in order of ...

[Estimated timeframe:Q1 2015 onward]

... annual expenditure. They include ...  

1. AT&T ($1.59bn
2. Verizon ($1.43bn)
3. Chevrolet ($958m)
4. McDonald's ($957m)
5. GEICO ($921m)
6. Toyota ($879m)
7. Ford ($857m)
8. T-Mobile ($773m)
9. Macy's ($762m)
10. Walmart ($690m)

Comments Jon Swallen, chief research officer at Kantar Media North America: “Large advertisers in particular are the ones that are most aggressively moving budgets into digital, and the cost efficiencies of digital advertising enable many marketers to buy more for less.”

According to Swallen, a significant percentage of those dollars is going into fast-growing digital segments like video and mobile, which Kantar does not track.
However, he expects Kantar to introduce adspend figures for other digital segments.

Read the original unabridged NYTimes.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: NYTimes.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6541

'Branded Content' Via Digital Marketing Set to Soar

Trend Summary: As more publishers launch branded content divisions, 'native' advertising is taking over a larger part of digital marketing.


In an interview with with Peter Minnium, the US Interactive Advertising Bureau's head of brand initiatives, ad trade bible AdWeek discussed the current trend towards 'native advertising', a recently disinterred practice known to past generations as 'advertorial'. This was the topic of a panel recently moderated by Mr Minnium at ...

[Estimated timeframe:Q1 2015 onward]

... the IAB's Annual Leadership Meeting in Phoenix, Arizona.

The central question posed to the panel by Mr Minnium was whether the future's best ads would be created by publishers, agencies or brands?

AdWeek reporter Michelle Castillo asked Minnium whether publishers, agencies or brands would create the best ads in the future? She also raised several other hot topics like measuring viewability.

Responded Minnium: "The IAB sees digital advertising falling into three buckets going forward: concept ads, commerce ads and content ads."

"Concept ads are upper-funnel, awareness-driving and used to create new desire and demand. Television commercials are a perfect example, as are the more creative uses of the IAB Rising Stars."

"Commerce ads are the good-old-fashioned universal ad package, bottom-of-the-funnel ads that present a single offer and often live on the margins of the page. Content ads are the ones that are growing like crazy. Native advertising is the biggest form." 

Continued Mr Minnium: "Traditional brand agencies 'own' concept ads. They know how to tell a story and how to build interactive advertising."

"New-world digital advertising companies, including a lot of technology companies, know how to do commerce advertising unbelievably. An example would be Criteo. That is direct marketing on steroids, technology- and data-enabled."

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=6533



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