365 Marketing Trends found for Consumer Trends / Attitudinal


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Ad Industry Loses Billions to Online Ad Blocking

Trend Summary: The estimated loss of global revenue due to blocked online advertisements in 2015 will top $21.8bn, rising to $41.4 billion in 2016.


According to a study jointly released by Adobe Systems and Dublin-based international startup PageFair, this could explain the slowing growth of revenue from search and display ads displayed by GoogleBing and Yahoo. In the first half of 2015 the number of people globally using ad-blocking software grew by  ...

[Estimated timeframe:Q3 2015 onward]

... 41% compared with the same period in the prior year.

Hundreds of US online publishers now use PageFair to measure the cost of adblocking and to display alternative non-intrusive advertising. As at June 2015, there were 198 million monthly active users of the major browser extensions that block ads.

The number of blocked ads grew by 48% during the first half of 2015 compared with a year ago, rising to 45 million active ad-blocking users during the second quarter.

In the Adobe/PageFair study, browsers Firefox and Chrome lead the mobile space with 93% share of mobile ads blocked, but with the ability to block ads becoming an option on Apple's new iOS9, that number will rise.

Currently, circa 16% of mobile Firefox users block ads, while in Europe the use of ad-blocking rose by 35% during the past year, equivalent to 77 million monthly active users during Q2 2015.

Rounding out the predictions, eMarketer points to the June 2015 numbers published by the Reuters Institute for the Study of Journalism at the University of Oxford. This data suggests that in the United States 41% of PC users and 11% of mobile users report the regular use of ad-blocking software.

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=6695

More Americans Watch TV Now Than In 2005

Trend Summary: America's CBS TV channel has refuted the alarm sounded last week by a rival broadcaster about the the TV medium's health.


Commercial broadcast TV and radio network CBS has responded to FX ceo John Landgraf's contention last week that the medium is in decline. Meeting today with the press, CBS's most senior executives insisted that TV's overall future is far healthier than many believe. Citing three major "myths" about the industry and its future ...

[Estimated timeframe:Q3 2015 onward]

... chief research officer and president of CBS Vision David Poltrack kept hammering home that TV viewership is not in decline.

He also played down the assertion that millennials are moving away from TV content, while denying that advertising in TV programs has lost value.

Meeting with reporters at the Television Critics Association's summer press tour, Mr Poltrack insisted that "If executed effectively, advertising in TV programs has actually gained value".

Switching to attack mode, the CBS honcho said the audience for CBS programming has actually grown in the last decade.

It's up from 12.1 million viewers in 2003-2004 to 12.3 million viewers in 2014-2015. The big shift, he said, is that live viewing has shrunk from 100% a decade ago to just 61% now.

This downward trend, according to Poltrack, is because 79% of US households now have broadband, while 65% of US adults own smartphones and 42% own tablets, resulting in a shift in in the way audiences consume content.

Also coming out of his corner punching, Marc DeBevoise, evp and gm at CBS Interactive noted that "While smartphones and tablets have now been in existences for several years, the most recent major change in viewing habits is the rise of "connected TVs," now in 60% of US homes".

To cap his myth-busting panel, Poltrack also made the case that "people like advertising. They're not craving for a world without advertising." What audiences don't like, he said, are "ads that aren't relevant to them. But they enjoy ads that are relevant to them."

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=6692

YouTube Uptake Threatens TV in USA

Trend Summary: Several major US advertisers and analysts say that YouTube is now a viable alternative to TV. Tomorrow the world?


Over $45bn in market value was wiped out across seven US media companies last week, triggered by investors' concern about the future health of America's TV ecosystem. For decades, TV was sacrosanct for agencies and advertisers who saw the medium as the most cost-effective way to reach millions of consumers simultaneously. But with younger viewers decamping in droves to ...

[Estimated timeframe:Q3 2015 onward]

... newer, cheaper and often ad-free digital platforms, TV’s grip on US adverting budgets has loosened.

An increasing number of advertisers, agencies and analysts believe that YouTube, acquired by Google back in October 2006, is now a viable alternative to TV.

Google is enthusiastically cashing-in on this trend, given that it's video offshoot has (arguably) been the most aggressive in creating an urgent, TV-like ad market designed to sell a finite amount of ad time.

Essentially, YouTube sets aside its most desirable video content, makes it available for marketers to sponsor, and if they don’t buy in quickly, they’ll be shut-out. At least, that’s the dynamic YouTube is looking to create.

According to John SwiftOmnicom Media Group’s chief executive of North American investment: “We are organised around buying premium video, and Google Preferred has now moved into that category with Hulu and full-episode TV content.”

“There has been an increase in client demand”, Swift added.

Read the original unabridged BlogsWSJ.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: BlogsWSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6690

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

Digital Drives US Car Sales to Ten Year Record

Trend Summary: Digital sales leads drove car and vehicle sales during the first half of 2015, indicating that the US economy continues to prosper.


"When the US sneezes the world catches a cold", according to the old cliché. Conversely, it follows that the growing US boom in auto sales not only reflects the nation's increasingly prosperity, it also suggests that countries beyond America's shores will benefit from this trend. According to auto shopping website Kelley Blue Book, during the first six months of 2015 no fewer than ...

[Estimated timeframe:Q3 2015 onward]

... 8.4 million new vehicles were delivered to customers.

Even if the current boom slows down, which Kelley Blue Book predicts might happen in the second half, 2015 will be the best year for car sales in more than a decade.

According to Dave Winslow, VP of digital strategy at automotive on-demand dealership software company Dealertrack Technologies, consumers are also doing a lot more digital and mobile shopping now, driving volume thanks to the comfort factor.

What's more digital, pre-dealership paperwork means that car buyers spend less time sitting in someone’s office completing the purchase documentation.

Dealertrack also notes that in June there was a 20% increase in vehicle pages viewed on dealer sites, plus a 47% increase year-on-year in customers coming from mobile engagement with dealers, and an 18% increase in electronic contracting.

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=6681

OnLine Adspend Predicted to Overtake TV by 2017

Trend Summary: The global growth in online advertising is now matched by the number of people shopping via their mobile devices.


A new report compiled by the Fédération Internationale de la Presse Périodique [FIPP], a worldwide magazine media association formerly known as the International Association of Periodical Publishers, predicts that total internet adspend worldwide will overtake the globe's advertising investment in traditional TV as early as ...

[Estimated timeframe:Q3 2015 onward]

... Q1 2017.

Global advertising revenues have grown by an average 5% year-on-year since the start of the recovery from the world financial crisis in 2010. Total global adspend is now tipped to reach $700bn (£450bn) by 2019 with digital, and in particular mobile, driving much of that growth.

Internet advertising is already the dominant advertising platform in Australia, Canada, China, Czech Republic, Denmark, Estonia, Finland, Germany, Hungary, Ireland, Netherlands, Norway, and Sweden, while the UK, France and the United Arab Emirates will join that list in 2015.

By 2017, says FIPP, global growth in internet advertising will reach a critical mass, when the medium will overtake TV as the number one advertising category in terms of global adspend.

Search will continue to comprise the largest single component of internet advertising until 2019 (the end of the forecast period), followed by display and mobile.

Video is also a fast-growing category in most major world markets, while Online TV and video advertising revenues will reach multi-billion dollar levels by 2017.

Read the original unabridged MobileMarketingMagazine.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: MobileMarketingMagazine.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6678

Advertisers Up YouTube Spend by 40%

Trend Summary: YouTube advertisers have increased dramatically over the past year as big brands seek to embrace millennial consumers.


According to Ruth Porat, Google's recently apointed chief financial officer, video advertising on YouTube in 2015 to date by the top 100 US brands (as ranked by Omnicom Group's Interbranconsultancy) have already spent ... 

[Estimated timeframe:Q3 2015 onward]

... 60% more than last year.

Google-owned YouTube doesn't disclose revenue figures but the available data indicate the extent to which Larry, Sergey and Eric's nice little earner has benefited from the current explosion in demand for digital video advertising, thanks to the time now spent on the site by millennials (adland speak for the 18-34 age group).

Tara Walpert Levy, Google's managing director of agency solutions, said the company had been in “hurry up and wait mode” until it finally saw a “sudden boom in one year”.

Moreover, according to Ms Walpert, advertisers are aware that young YouTube creators are fast becoming mainstream celebrities, thanks to their own TV shows and lucrative publishing deals.

YouTube has also created a measurement system in partnership with Nielsen and ComScore, to enable marketers to compare the medium's effectiveness with TV advertising.

Growth in the amount of time spent watching YouTube videos has also accelerated, recording a 60% year-on-year increase.

Moreover, the average viewing session via mobile now lasts for more than forty minutes.

Read the original unabridged FT.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: FT.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6676

Online FMCG Sales Predicted to Hit $130bn by 2025

Trend Summary: FMCG online sales are forecast to hit $130bn by Q4 2025, underscoring the potential for the global FMCG e-commerce market.


A new report published by Kantar World Panel predicts that online's share of purchasing in advanced e-commerce markets will double over the coming decade, during which period the WPP-owned research company estimates that online purchasing will reach 30% in South Korea, 15% in China and at least  ...

[Estimated timeframe:Q3 2015 - Q4 2025]

... 10% in the UK and France

Kantar, formerly known as TNS Worldpanel prior to its acquistion by WPP in October 2008, notes that FMCG e-commerce grew at a faster pace in Asia with China being the fastest growing market (+34%) followed by South Korea (+22%).

In Europe FMCG ecommerce grew 20% in the UK and 12% in France.

South Korea. however, remains the nation in which FMCG online sales growth is at its highest, reaching 13.2% of the total global FMCG market (compared to 10.2% one year ago).

The report is based on in-depth analysis of the purchasing habits of 100,000 shoppers in ten of the largest online FMCG markets and identifies the need for retailers and brands to prioritise their e-commerce strategies to take advantage of the real opportunities that e-commerce brings.

Read the original unabridged KantarWorldPanel.com report.


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

Source: KantarWorldPanel.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6675

UK Consumer Spending Hits Five Year High

Trend Summary: UK consumers are relaxing the grip on their wallets, with spending soaring to its highest level since 2010.


According to Joe Staton, head of market dynamics at research and consumer information provider GfK: “We’re seeing a dramatic uptick in consumer confidence this month, a real post-election bounce that’s put a spring in the step of consumers across the UK. June’s six point jump takes the Overall Index Score back to levels not seen since ...

[Estimated timeframe:Q3 2015 onward]

... the late Nineties and early days of the Noughties". 

Consumer spending rose 1.4% in the three months to June, the biggest annual increase since the second quarter of 2010, according to data from Visa Europe.

Big-ticket items, such as new cars and expensive digital TV sets, were the main driving forces behind the rise, fuelled by low inflation and an uptick in wages. Britons are also spending more on nights out.

Opines Visa Europe's Kevin Jenkins: "Prudent rather than excessive spending looks to be the order of the day, but people are definitely enjoying themselves".

Mr Jenkins also cited other factors contributing to the rise: "Dining and nights out, leisure trips and cultural treats all saw sharp increases in spending in June. In contrast, big summer discounts failed to lift spend on clothing."

Given the high level of spending on big-ticket items, the main beneficiaries of this trend are companies such as Home Retail Group (parent of Argos), electricals retailer Dixons Carphone and the UK's car dealerships.

Read the original unabridged Telegraph.co.UK 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: Telegraph.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6670

Brands Urged to Look Beyond the Narcissism of Social Media

Trend Summary: Consumers and brands alike must become less self-absorbed if they are to thrive in the next decade of social media.


Addressing the Cannes Lions international adfest this week, Peter Kim, chief digital officer at Samsung-owned ad agency Cheil Worldwide, warned that narcissism has overtaken altruism as the driving force behind social connection. According to Mr Kim, popular culture fuels ...

[Estimated timeframe:Q2 2015 onward]

... "this behaviour, reinforcing the idea that being social is actually about self-promotion."

This trend, beileves Mr Kim, has driven the social-media landscape to the point of self-obsessed absurdity, citing T S Eliot's Love Song of J Alfred Prufrock in which the poet writes of preparing "a face to meet the faces we will meet".

Kim sees the poem as an apt description of the pressure currently faced by consumers to present their best possible face to the world via social-media platforms.

This metastasized trend has led to a growing concern among academics that we are at risk of diminishing our experience of the world by taking ourselves out of the moment in order to constantly perform via social-media channels.

However, Kim argues that brands and individuals are beginning to see the power of social media for genuine empowerment, as opposed to self-aggrandisement.

He also warned social-besotted brands that consumers aren’t looking to "join the conversation" – they want the ability to engage brands in direct action.

Brands will also need to back up their rhetoric on social media with cold hard cash.

Pointing to the current decline in Facebook’s organic reach, Kim explains: "It’s like Facebook offered brands a five-year free trial and now companies will have to pay in order to retain that same level of functionalities."

Read the full unabridged BrandRepublic.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: BrandRepublic.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6659



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