236 Marketing Trends found for Corporate / Mergers/alliances/demergers

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WPP Makes Strategic Move into Ad Tech

Trend Summary: Man the barricades Larry, Eric and Sergei, Sir Martin Sorrell could be about to muscle into your $395 billion advertising fiefdom.

The Financial Times today reports that WPP Group, planet earth's largest advertising and marketing conglomerate, yesterday acquired a 15% stake in AppNexus, a fast-growing advertising technology company that offers search and other services and was recently valued at $1.2bn. The strategic deal will augment AppNexus’ position as the industry’s ...

[Estimated timeframe: Q3 2014 onward]

... largest independent ad technology company.

The deal exemplifies Sir Martin Sorrell's appetite to own technology in addition to providing advertising and marketing services.

Under the terms of the agreement, New York based AppNexus will acquire Xaxis’ premium ad-serving technology Open AdStream (OAS), now known as Xaxis For Publishers.

In addition, WPP will invest $25 million in AppNexus, adding to the $85 million in funding the company recently raised on its valuation of $1.2 billion.

Over the past year AppNexus servers processed 16 billion ad buys daily and was responsible for an estimated $700 million in ad spending in 2012, giving the firm the biggest reach on the open web after Google.

It also offers online auction infrastructure and technology for data management, optimisation, financial clearing and support for directly negotiated advertising campaigns.

Moreover, the system integrates with advertising sources including Google's DoubleClick, Microsoft's AdECN, and aggregators.

It operates out of multiple data centres, including one in Amsterdam serving Europe and the Middle East.

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=6409

Midas Touch Investors Aim to Inter-Connect the Web

Trend Summary: A new online product launched yesterday is set to revolutionise the way consumers worldwide use the internet.

The start-up, named IFTTT (pronounced like “gift” without the “g”), has raised $30m in funding from venture capitalists Norwest Venture Partners and Andreessen Horowitz, the latter a $4 billion investment firm, founded in 2009 by hi-tech pioneers Ben Horowitz and Marc Andreessen, co-authors of Mosaic, the world's first popular web browser. But is IFFT just another startup that pumps several millions of dollars down the technology drain? No way, given the stellar track record of ...

[Estimated timeframe: Q3 2014 onward]

... IFTTT's über-canny backers Andreessen and Horowitz.

IFTTT’s offering is very different to other online services of a similar nature. The clue lies in its title - an acronym for “If This Then That”, wordplay that neatly summarises the product's function.

IFTTT is essentially a giant switchboard that connects disparate services, ranging from from Facebook to text messages to telephone calls.

Users can create “recipes” in which an action performed on one service triggers an action on another entirely different service.

New York Times blogger Mike Isaac explains how the system works: "Earlier this week ... I connected my Instagram and Dropbox accounts to IFTTT."

"I [then] made a recipe that forced IFTTT to upload any new Instagram photo I took to my Dropbox online storage account. More than 100 other internet services connect to IFTTT, among them Twitter and YouTube."

The concept's underlying idea, IFTTT co-founder Linden Tibbets told Isaacs, "is to give people more creative control over the many online services they use on a daily basis."

"So even if your text messaging service, by itself, is not meant to be a sort of alert system for when your friend checks in on Foursquare, the start-up wants to make that sort of remixing possible.

Mr. Tibbets expects to double his staff of twenty-one employees over the next six months, focusing on expanding the business development and design departments. Josh Goldman, a partner at Norwest Venture will join IFTTT’s board of directors.

Read the original unabridged NYT.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=6402

Tesco and Magazine Giant Launch Instore Tracking Beacons

Trend Summary: Supermarket titan Tesco is harnessing Apple's 'beacon' technology to offer customer-tailored discounts.

In the first UK-wide rollout of Apple’s beacon technology, Tesco - the world's second largest supermarket chain - will offer customers at its neighbourhood One Stop stores a range of personalised discounts via their smartphones when adjacent to displays of participating products. The venture, led by magazine group IPC Media [IPCM], will fund a nationwide supporting ad campaign to be launched next week in  ...

[Estimated timeframe: Q3 2014 onward]

... seven hundred and forty One Stop outlets.

Apple’s beacons are an indoor positioning system using Bluetooth technology to track customers precise positions in the store, enabling the retailer to “push” messages to shopers' smartphones when they are near to participating product displays.

IPCM will use the technology to sell its range of magazines, transmitting special offers from the beacons to shoppers' smartphones, tailoring these to the latter's interests - e.g discounts on titles such as Chat, Pick Me Up, Woman and TV & Satellite Week.

However, only customers who have signed-up to the One Stop service will receive the offers, which are individually targeted by customer data held by IPCM and/or the retailer.

Says a One Stop spokesperson: “With 61% of UK adults now owning a smartphone, this innovation will enable customers to get relevant promotions, at the right time and place, via their increasingly preferred medium – the smartphone”.

Enthuses IPCM's retail sales director Katharine Challinor: “The technology will give us an innovative new way to interact with our readers, at the point of sale, in a way that we know will be timely and relevant.”

Up to 15,000 retail outlets are expected to sign-up to the system over the coming twelve months.

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=6398

US Media Mammoth Rachets-Up Takeover Pressure for ITV

Trend Summary: Hostile takeovers of UK-owned TV companies by US media owners are threatening Britain's creative economy.

Today's Financial Times warns that the UK's renowned creative economy is under threat from hostile takeovers by US-based media corporations. According to David Abraham, ceo of the state-owned but commercially funded Channel 4, the British TV industry is at risk from becoming “a victim of its own success”, with the indigenous industry's raft of new US owners likely to replace investment in innovative homegrown shows with cheaper imported programmes. In particular, Mr Abraham cites ...

[Estimated timeframe: Q3 2014 onward]

... the attempted takeover of rival ITV by US cable group Liberty Global.

Liberty bought the ITV holding earlier this month from Rupert Murdoch’s British Sky Broadcasting Group for £481M [$815M], saying it didn’t plan a full takeover bid in the short term.

ITV’s shares have more than quadrupled in the past five years and the company has long been the subject of takeover speculation - especially since the sale of rival Channel 5, sold in May 2014 to American media titan Viacom Inc.

Delivering the MacTaggart Lecture at the annual Edinburgh TV Festival, Mr Abraham fired a salvo at US cable group Liberty Global, making a personal attack on Liberty’s controversial billionaire chairman John Malone, adding him to the list of media “bogeymen” and noting that he [Malone] “famously hates to pay tax”.

Liberty's hostile bid was likened by Mr Abraham to the recent unsuccessful attempt by US pharmaceutical company Pfizer to acquire British rival AstraZeneca, abandoned by the former after a tsunami of opposition from the latter's board and a raft of British politicians.

“In Britain we value some things beyond money alone,” Mr Abraham said.

Read the original unabridged Bloomberg.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: Bloomberg.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6397

Retail Giant Calls for Standardisation of Mobile Commerce

Trend Summary: UK e-commerce giant Shop Direct has opened its doors to rival retailers in a bid to encourage shared learning and standardisation of mobile-commerce.

Shop Direct, the Liverpool headquartered retailer whose online brands include Very.co.uk, Littlewoods and Isme, invested £100K in its in-house UX [user experience] Lab earlier this year. According to Jonathan Wall, e-commerce director at Shop Direct, the company has, until recently, been spending up to £13K per project with a third-party agency, in some cases using such services up to thirty times annually. Mr Wall also admitted that the UX sector of the business had "struggled" to ...

[Estimated timeframe: Q3 2014 onward]

... win senior stakeholder buy-in.

He was also aware that to achieve the brand's aims necessitated bringing the UX service in-house.

Mr Wall claims that Shop Direct is the first major retailer in the UK to handle user experience and “testing at scale” in-house.

“Back when we first started, we had to go out and see what others were doing. We went to the best in breed; to the likes of Google, the Telegraph Group, and The Guardian, who had in-house UX Labs. But there certainly wasn’t anyone in retail".

Despite the challenges faced by all startups, Wall insists that the UX Lab has been “the best thing we’ve done in the past two years for our e-commerce business.”

Based in Liverpool, the Lab is doing up to fifty A/B tests [jargon for a randomised experiment with two variants, A and B], which attempts to understand Shop Direct consumers better.

Now Wall and his team are working to create a more refined digital offering based on those learnings.

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=6394

Ad Tech Merges With Marketing Automation

Trend Summary: Despite their separate workflows, purposes and target audiences, ad tech and marketing automation are rapidly melding via software integration.

There's widespread (and understandable) confusion between 'Ad Tech' and marketing automation. The former enables marketers to reach broad swathes of anonymous people via automated ad buys. Whereas marketing automation facilitates the tailoring of messages to individuals in marketing databases, using cues such as "email open history" to determine  which message to send next. However despite ....

[Estimated timeframe: Q3 2014 onward]

... their separate workflows, purposes and target audiences, the two are quickly coming together via software integration.

In recent months, marketing automation company Marketo integrated with data provider Acxiom and Turn, an automated ad-buying platform with data management capabilities.

The integrations give Marketo users the ability to serve ads to people resembling the prospects in their own marketing databases, helping them grow their reach. The combination also lets marketers serve ads to prospects already in their databases, expanding their marketing automation efforts outside the email inbox.

"This is a big first leap," enthused Marketo ceo Phil Fernandez after the Acxiom integration. "The fact that we've aligned our products and integrated them and have customers actually doing it and running campaigns and measuring results is a milestone."

However, the integrations are not completely seamless - the Marketo software itself can't be used to run ads; that's done by Turn.

But according to Fernandez, deeper integrations are on the way:

"I don't think you've seen anybody yet articulate how an automated ad buying platform fits literally into the business process workflow with a marketing automation system. We intend to do that and to do that soon."

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=6390

Asda, P&G Trial New Pop-Up Ad Format

Trend Summary: Emulating Facebook-style posts, WalMart's UK outpost Asda is trialling a new pop-up ad format in partnership with Procter & Gamble.

Launched today (5-Aug-14), the Asda website's homepage emulates the format of the Facebook posts which have scored the highest levels of user engagement. The WalMart-owned supermarket chain focuses primarily on its own-brand products, although Procter & Gamble, Unilever, and Pepsico are ...

[Estimated timeframe: Q3 2014 onward]

... among the first brands to sign up as partners during the appraisal period which ends January 2015.

The format was created on the back of content used on social media over the past three years, during which period Asda has been placing posts on Facebook asking fans to vote for their favourite item.

For example, a post last week asked Asda followers: "We love berries – but what is your favourite? Vote A for raspberries, B for blackberries, C for strawberries, and D for blueberries."

Posts such as the example above attracted over 2,000 "likes" and nearly the same number of comments, generating what Asda's head of digital media innovation Nick Bamber calls “phenomenal engagement".

And in a move claiming to be a first for a UK retailer, Asda has adapted this format to create a related pop-up ad,

The technology runs both on both Asda’s desktop and mobile sites, while the pop-up ads were created over the preceding four monthd in partnership with technology firm Foodity.

The ads invite customers to pick their favourite item out of four choices. Once selected, the user can opt to place that item in their online shopping basket.

Accordng to Mr Bamber, customer personalisation will also feature on the chain's future agenda, along with plans to leverage location and weather data from parent company WalMart's tech partners, enabling the website to determine which products are displayed in the ads.

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=6381

IT Companies Set to Invade Auto Industry

Trend Summary: Over the next decade technology and telecoms companies are forecast to become the big winners in a global internet-connected car market .

Reporting from Paris, Reuters predicts that technology and telecoms firms are likely to be the big winners in a global internet-connected car market valued at an estimated $50 billion (£29.1bn) over the next decade. This trend will likely lure investors away from traditional automakers and into the arms of chip-makers and tech titans such as Infineon and Google, both of which are among ...

[Estimated timeframe: Q3 2014 onward]

... a number of companies involved in the race to develop and test intelligent cars.

These range from autos that drive themselves to those enabling a driver to utilise mobile phone apps via the car dashboard. 

A number of carmakers are embracing the trend, with Nissan Motor Company, Volkswagen's Audi brand and Toyota working alongside tech firms to test self-driving car technology.

However, according to fund managers and analysts, tech and telecom firms ranging from US bellwethers to small European companies are likely to reap most benefit from the trend.

"It's a whole new market emerging," believes Christian Jimenez, fund manager and president of French investment management company Diamant Bleu Gestion.

Advises Mr Jimenez: "The best way to play it for investors in the long term is to buy names such as Microsoft or chip makers such as Infineon, not (automakers) Peugeot and Renault".

If the new market grows to $50 billion as forecast by French bank Exane BNP Paribas that would be roughly half the size of German carmaker BMW's revenues last year.

Internet giant Google is leading the charge among tech companies, trying to break into the century-old industry as it works on its own prototypes of fully autonomous vehicles.

Read the original unabridged Reuters.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: Reuters.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6356

Google, Branson Plan Space Ads Project

Trend Summary: Google aims to extend its global ad coverage via space satellites and is negotiating a satellite-launching deal with Richard Branson's Virgin Galactic.

According to UK TV channel  Sky News, Google is negotiating with Sir Richard Branson’s Virgin Galactic to set up a satellite-launching partnership. An anonymous spokesman said that Google will invest about $30 million for a minority stake in the company, though the investment may grow substantially over time. The deal is part of Google’s ambitious project to launch ...

[Estimated timeframe: Q2 2014 onward]

... hundreds of satellites in low-Earth orbit in an attempt to extend internet access (and advertising reach) to billions of people.

Google’s investment would reportedly value Virgin Galactic at around $2 billion. However, both parties declined to comment on the Sky News report.

The talks come amid a flurry of deals and investments made by Google to gain more data and beam internet access from various layers of the atmosphere.

It has purchased Titan Aerospace, a startup that has developed solar-powered drones, while its Google X Skunkworks offshoot is testing balloon-powered internet as part of its Project Loon.

Meantime, the Mountain View mammoth is expected to use the satellite technology it recently acquired from Skybox Imaging, a specialist in providing imagery of the Earth’s surface, to help beam broadband from space.

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=6342

Web Titans in Surprise Shopping Alliance

Trend Summary: Online retailing took a giant step forward this week with the annoucement of a partnership between Amazon and Twitter.

The surprise alliance between Amazon and Twitter, two of the internet's largest presences, enables online shoppers to add products to their shopping trolleys by tweeting a special hashtag. They can do this by replying to tweets that contain a link to any given Amazon product - for example #amazoncart in the US or #amazonbasket in the UK. However, consumers will still need to ...

[Estimated timeframe:Q2 2014 onward]

... visit Amazon's website to to pay and complete their purchase.

According to a BBC News report, both firms are exploring ways to use social media platforms as tools to attract customers.

Commenting on the deal, Sanjana Chappalli, Asia-Pacific head of LEWIS Pulse, a firm specialising in digital marketing, opined: "Ultimately it is all about conversations that people are having on various platforms such as Twitter and Facebook about what interests them."

Added Mr Chappalli: "Brands are keen to tap into these platforms, not least because they have hundreds of millions of active users."

The move also comes just days after Twitter reported a net loss of $132m (£78m) for the first quarter.

The number of active users on the social network reached 255 million in the first three months of 2014, up 5.8% on the previous quarter. However, that growth was below analysts' expectations.

Read the original unabridged BBC.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: BBC.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6323

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