76 Marketing Trends found for Agencies / Digital


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Marketing Could Become 'Uberised', Publicis Boss Warns

Trend Summary: Publicis Group ceo Maurice Levy has voiced concern that empowerment of consumers could impact classical approaches to brand marketing.


In an interview yesterday with EuroBusiness Media, Publicis Groupe chairman/ceo Maurice Lévy expressed his anxiety about the way in which the so-called “sharing economy” (the increasing empowerment of consumers and the convergence of business models) could impact upon classical approaches to brand marketing.  Mr Lévy warned that ...

... “If our clients are not taking into account these two giant forces, they are at the risk of being "Ubered".

Explained Lévy: "This trend is what I call 'uberization', coming from Uber” (the latter being an international app-based transportation and taxi network).

The other "giant force" cited by the Publicis pundit is the broader trend of convergence: “convergence of business models, convergence of digital, convergence of tools, everything is changing quite radically the way we are doing business.”

Lévy's angst came as a partial justification of Publicis’ recent acquisition of Boston US-based digital advertising agency SapientNitro.

He described SapientNitro: "Not as an agency or marketing services business, but as a highly advanced technology company".

“Why is Sapient so important [to Publicis]" asked Lévy rehetorically? 

Answering his own question the Publicis pundit got all metaphysical: "Let’s start with something which is extremely important: ‘Where are we today?’ and ‘Where are the businesses going to?’”

Levy defended the SapientNito deal (criticised by some observers who claim that the deal was done at a market premium). insisting that Sapient came with all the firm's tech and IT expertise. It was all about the tech play. more so than the “storytelling” part.

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=6510

Rift Grows Between Marketers and Ad Agencies

Trend Summary: A rift is widening between US marketers and their ad agencies, exacerbated by issues of data, tech and social media.


According to an article in today's issue of US trade magazine AdWeek, marketers increasingly expect their agencies to know more about data, technology and social media, yet few clients are willing to pay for this know-how. In a new survey conducted by business development group RSW/US, top marketing executives were asked to identify the most troubling trend among agencies. Jostling for pole position among marketers' anecdotal responses were such issues as ...

[Estimated timeframe:Q1 2015 onward]

... lack of innovation, turnover, arrogance, complacency, organisational silos and more.

Moreover, the client-agency divide is not confined to US shores and is replicated in the UK and elsewhere in an ever-shrinking world.

In short, many brand marketers believe agencies talk a big game but fail to deliver deep insights, while another preceived problem is the overlapping area of tech, data and social media.

The complaint that creative-focused agencies downplay data isn't exactly new, while agency leaders accuse marketers of being their own worst enemies by refusing to pay for the level of depth they demand.

Meanwhile, according to agency leaders, marketers are increasingly slashing the fees they pay agencies, thereby making it more difficult for agencies to invest in senior talent that could make them smarter.

Agency bosses also accuse marketers of being less patient and becoming more furtive, making some agencies less inclined to spend ahead of revenue. Agencies argue that they add value to brands and should be seen as an investment, not just another line item expense.

Argues Carter Murray, global ceo of multinational agency FCB: "If clients are making unreasonable demands, we need to stand our ground and get paid fairly for what our teams do."

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=6488

UK Set to Lead World in Digital Media Adspend

Trend Summary: More than half of all UK adspend will be spent on digital media in 2015, making Britain the world's first nation in which the majority of adspend is allocated to digital media.


The report, released today by WPP's media arm GroupM ,predicts that digital adspend in the UK will reach £7.1bn ($11.2bn) this year and is on course to reach £8.bn ($12.6bn) in 2015 - a year on year increase of 13%. According to Adam Smith, GroupM's Futures director: “The familiar drivers are ...

[Estimated timeframe:Q4 2014 - Q4 2015]

... video, social and mobile, but the underlying reason is more practical and attractive formats for brands – richer, more trackable, more targeted and more clickable.”

Commenting on the report Mr Smith said: “Advertising and the wider UK economy are growing well, but are vulnerable to private debt and public austerity at home, and external problems of weak demand, especially in the Eurozone. Low UK wage growth remains a constraint, ameliorated for now by cheaper oil and price competition.”

Read the original unabridged GroupM.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: GroupM.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6465

Programmatic Ad-Buying Gains Trust

Trend Summary: Lack of trust in the programmatic ad-buying system is driving many marketers to move from specialist agencies to in-house operations.


Caution about programmatic ad-buying has led to many marketers abandoning agency trading desks in favour of their own in-house programmatic team. Programmatic is a system whereby marketing campaigns are automatically triggered by a given type of event and is deployed according to a predetermined set of rules applied by software. However ...

[Estimated timeframe: Q4 2014 onward]

... trust between players in the chain (brands, agencies, publishers et al) is only one slice of the pie.

Strata Marketing, a Chicago based media buying and selling software firm, has tackled the issue from another perspective: “Do you trust programmatic buying to properly execute ad orders?”

This question was put by Strata to eighty-one US ad agencies agencies, 20% of which said they trust programmatic to properly execute ad orders.

However, 12% of agency respondents said they did not trust programmatic, while another 34% remain undecided and a further 34% don’t use programmatic.

But trust is on the rise, according to Strata. The number of agencies that trust programmatic technologies more than doubled (up 153%) quarter-over-quarter, while during the same period the number of those distrusting the technology decreased 16%.

According to Strata president Joy Baer: “We see a clear trend in agencies showing more confidence in programmatic, as agencies have developed a better understanding of the benefits that programmatic offers.”

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=6449

Electronic Business Cards: Set to Soar?

Trend Summary: Electronic Business cards, Adland's latest gizmo, are catching on fast in the USA and are likely to cross the Atlantic any day now.


Advertising Age reports the debut of a high-tech upgrade to the traditional (and often fusty) business card. The brainchild of Isaac Mizrahi, senior vice president and managing director at Miami ad agency Alam, the über card is self-customisable, enabling Mr Mizrahi to display his contact details embellished with Alam's logo, brand colouring and style. Swap a business card with Mr Mizrahi, and you are able to choose ...

[Estimated timeframe: Q3 2014 onward]

... a link from him via email, mobile phone, text or QR code according to your choice.

The link takes you to a swanky card with Alma's name and "Have Soul" motto at the top (Alma is Spanish for soul). The background is a bright purple, Alma's signature color.

Six buttons offer various options to contact Mr Mizrahi at the office or on his cellphone or by email. The card also links to his Twitter and LinkedIn accounts, plus an office location map. The card can also be shared.

Mr. Mizrahi said everyone at his Miami agency has a profile and photo, with some sixty-five staffers using the new cards.

He reckons he distributes the card electronically five or six times a week, even to unsuspecting folk he meets on a plane en route home from a business meeting.

In January 2014 the Miami shop was named Ad Age's Multicultural Agency of the Year.

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=6404

Programmatic Systems Are Changing Face of Media Buying

Trend Summary: Programmatic trading is shaping the future of media buying and likely to fundamentally alter the ad industry's business model.


Addressing the recent Digital Convergence Conference sponsored by The Drum magazine in London earlier this week, Mark Butterfield, head of global media at multinational pharmaceutical giant Boehringer Ingelheim, warned media agencies: "As the [marketing] industry moves further towards programmatic media buying and selling, agencies must define ...

 

[Estimated timeframe:Q1 2014 onward]

... their places more clearly in the market".

Opined Butterfield: "“I think the future for agencies is programmatic, it’s where their business base is going to be.”

"I think what they have to decide is if they are brokerage houses or agencies working behalf of the client, and it’s a question of who is paying them. Is it the media owner or is it the client?"

He continued: “I think at a certain point this will have to be decided one way or the other. If they all become brokerages it leaves the whole fee issue in debate."

"I think then the whole business model will need to be completely reviewed and it will become a complex process, but I think it will evolve over the coming years. What we see as a business model today won’t be in place in the near future.”

Other speakers at the event included Google, Vivaki and the World Federation of Advertisers.

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=6301

Programmatic Ad Sales Set to Soar

Trend Summary: Advocates of programmatic media trading believe 2014 could be the year it extends beyond its online display roots and into other media sectors.


Programmatic trading of advertising [PT hereon], a complex computerised and virtually instant system of auction-based media buying, is similar to the trading of stocks and shares on the world's bourses. PT, which takes the form of automated realtime bidding, is based on complicated algorithms that match ads to audiences. The concomitant result is that long-established methods of buying and selling advertising, involving transactions between media buying agencies and media owning companies, are now ... 

[Estimated timeframe: Q1 2014 - 2017]

... under threat as publishers, broadcasters and outdoor advertising companies mull the cost-saving opportunities offered by this new-style trading.

PT advertising has been around for a decade or so in the advertising and media sector, although advocates believe 2014 could be the year it breaks out beyond its online display roots and takes hold in other media sectors.

According to Magna Global, the strategic global media unit of US-headquartered Interpublic Group, PT is forecast to grow across the UK (and eight other nations) from a $12bn industry in 2013 to $32.5bn in 2017.

The company predicts that by 2017 59% of UK digital display ads will traded via PT. However, scepticism persists about this data-led form of trading, particularly about its opaqueness and the loss of human involvement.

Read the original unabridged TheGuradian.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: TheGuardian.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6261

Trad Ad Shops Glum Over Survival Prospects Come 2019

Bottom Line Trend: In a trend unlikely to be confined to the western shores of the Atlantic, some US ad agencies hold a dismal view of the future, doubting their survival come 2019.


An anonymised survey of 320 senior US advertising and marketing agency leaders reveals a bleak view of the future, predicting that agencies will either become a niche business or extinct over the next five years. Responding to the survey conducted by Cincinnati-based business development specialist RSW/US, one (understandably) anonymous agency executive predicts that future shops will be in disarray, their survival wholly dependent on ...

[Estimated timeframe: Q1 2014-2019]

... digital capabilities.

Foresees one agency leader: “For the few left standing, it’s an online world.” Said another: “Survivors— and there will be few that make the transition—will all be digital shops.”

However, the outlook is not all gloom and doom. More bullish respondents expect future agencies to be analytical, digitally focused and data-driven, with some behaving more like general contractors than mere ad-makers.

According to one marketing client, successful shops will become “very flexible with third party contractors supplementing the skills the agency may not have.”

While another marketing honcho predicts that shops will “bring in lots of specialists— preferably the best specialist—to execute against individual tactics.”

Read the original unabridged AdWeek 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=6242

Marketers Bullish About Media Convergence

Bottom Line Trend: Over half (59%) of UK firms report that media convergence has resulted in higher expenditure on digital advertising, eroding offline spend.


Research jointly conducted by UK ad software and computing services company Mediaocean, together with Econsultancy, reveals that just over two-thirds [68%] of British-based companies have adopted a more unified approach to media planning as a result of media convergence. The enhanced personalisation potential of online channels sees ad agencies expecting to deliver...

[Estimated timeframe: Q4 2013 onward ]

... more targeted messaging on behalf of clients [61%], while 60% of respondents expected their clients to see more customer interaction online.

According to Sarah Lawson Johnston, Mediaocean managing director for UK & Ireland: “Convergence is delivering greater transparency in both data and analytics, however marketers are struggling to grapple with how they’ll handle the last mile of breaking down siloes. This study gives answers to what’s being done.”

The research, which included in-depth interviews with thirteen agency executives and client CMOs, alongside an online survey of 150 agencies, found that agencies believe convergence delivers tangible return on investment, with 60% claiming it delivers more measurable campaign effectiveness.

A further 41% stated that media convergence has driven direct sales uplift.

Conversely, however, 84% of agencies stated that that clients have a limited understanding of the impact of changing media consumption habits on their business.

Adds Econsultancy research director Linus Gregoriadis: “This study makes two things clear. First, marketers are shifting their working models dramatically to adjust for the new media consumption. Second, many marketers still aren’t sure how they’ll keep pace with the change. We’re happy to have shed some light on what the smartest marketers are doing to transform with the times.”

Read the full 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=6215

Nearly One in Four Ads Will be Digital in 2014

Bottom Line: Digital advertising will account for 22.7% of all worldwide ad investments in 2013.


Nearly one quarter of global adspend in 2013 was allocated to digital media - a thirteen percent increase on 2012 according to estimates recently published by digital information specialist eMarketer and Publicis Groupe's media-buying unit Starcom MediaVest. According to the report's joint authors, by the end of 2014 digital ads will account for ...

[Estimated timeframe: Q4 2013 - 2014]

... 24.4% of all global ad dollars spent.

The Global Media Intelligence Report analyses media use and spending trends worldwide. It analyzes the state of media consumption and expenditure, covering Asia-Pacific, Central and Eastern Europe, Latin America, Middle East and Africa, North America, and Western Europe - some forty nations in all.

According to the report, more than 36% of the world's population will access the internet this year, compared with 21.7% in 2008. Mobile phone users will respectively account for nearly 61% of the population, compared with the 2008 figure of 40%.

Marketers will spend more on mobile too - nearly $15.82 billion, up 79.7% year-on-year - in a bid to keep pace with the growing number of mobile phones worldwide.

eMarketer estimates that nearly 247 million US residents - around 77.9% of the nation's population - plus 68.9% of people living in Canada will own at least one mobile phone this year.

In the USA and Canada, more than half of all mobile users will have a smartphone, while 52.6% of US web users own a tablet.

Read the original unabridged eMarketer.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: eMarketer.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6190



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