388 Marketing Trends found for Economic/Political / National


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US Adspend On Course To Hit $178bn In 2017

Trend Summary: The US advertising market is expected to grow by nearly 6% in 2016, its fastest rate since 2010.


London-headquartered advertising research company Warc [World Advertising Research Centre] has upgraded its earlier forecast for US adspend in 2016, predicting that this will now rise by ...

[Estimated timeframe:Q3 2016]

... 5.8% to a record high of $178bn - double the amount projected for the overall US economy.

Warc also foresees that US TV spending will rise 6.6% to $68bn this year, thanks to the Rio Olympics and the US presidential election.

In 2017, however, with no Olympics or political advertising, TV advertising will decline again, sinking 4.5% to $65 billion.

Digital media will continue its steady rise in 2017, predicted to reach 12.5% [$76 billion] with half of that  revenue allocated to mobile platforms.

Warc's crystal ball also foresees that in 2017 $553.70 is expected to be spent on advertising to every US citizen- up $60 from 2012.

Read the original unabridged Warc.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=6964

Brexit Triggers Global Uncertainty Among FMCG Consumers

Trend Summary: Uncertainty has become the global norm for retail and consumer goods companies.


Changes in consumer beliefs and behaviors are accelerating, fuelled by the changes brought about by Brexit, while the upcoming US presidential election raises even more questions. The situation is futher exacerbated by ...

[Estimated timeframe:Q3 2016]

... the upcoming US presidential election.

The outlook for China remains mixed, with the country still intent on moving away from the export-led model to a more balanced economy underpinned by stronger domestic consumption.

Emerging markets such as Brazil and Russia are struggling to adjust to the end of the commodities super-cycle and find their own paths to solve political and economic turmoil and reignite growth. Meanwhile, India is pressing ahead with significant reforms to Foreign Direct Investment regulations.

According to PWC's newsletter Strategy&, the old maxim still holds true: Where there are changes, there are opportunities. Firms that are better able to understand trends and uncertainties, act on foresights, take positions, and respond to changes will have a head start over their competitors.

Read the original unabridged Strategy& 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: Strategy&
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6962

Global Programmatic Auctions Rise 151% In Q2

Trend Summary: Programmatic auction volume rose a significant 151% year-on-year worldwide.


Accordant Media’s Q2 2016 Programmatic Media Market Pulse report reveals that exchange-traded inventory in North America rose 103% year-on-year and 27% quarter-over-quarter. According to the company's Ceo and co-founder Arthur Muldoon: “We have seen a significant number of brands ...

[Estimated timeframe:Q3 2016]

... migrating their campaigns to programmatic channels over the past year.”

Mr Muldoon added: “Premium supply has increased, and the benefits of programmatic buying on operational efficiency are increasingly apparent”.

The report also highlights a robust increase in mobile programmatic advertising, with the 320x50 mobile leaderboard unit accounting for 13% of all programmatic ads in second-quarter 2016, even including desktop-sized units.

While average CPMs are up 10% in North America year-on-year, CTRs [click-through rates] are down 4%. Muldoon attributes this decrease in CTRs to the fact that “marketers are no longer as interested in clicks as they are in conversions.”

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=6952

UK Ad Industry Growth Continues Despite Brexit Vote

Trend Summary: UK advertising expenditure is forecast to post 4.2% growth in 2016 and 3.8% growth in 2017.


Despite the recent IPA Bellwether report, which downgraded adspend predictions in the wake of the UK’s decision to leave the European Union, Britain's Advertising Association noted a ...

[Estimated timeframe:Q3 2016]

... strong start to the year, when in Q1 2016 [prior to the Brexit vote] advertising expenditure rose 4.3% to reach £5.7bn – the first time adspend has passed £5bn in the first quarter.

However, acording to the Advertising Association, the economic factors of Brexit have undoubtedly been at play and overall figures have been revised down slightly since April (minus1.3 percentage points for 2016 and minus 1.7 percentage points for 2017).

The report also pointed to the downward revisions for newsbrands and direct mail, the UK’s third and fourth largest media channels.

National newsbrands fared the worst as print and digital adspend both fell by 16.9% and 1.1% respectively year on year. The drop led to a forecast for total national newsbrand spend to decline 10.1% in 2016 and 10.8% in 2017.

Read the original unabridged TheDrum.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: TheDrum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6945

Favourable Investment Outlook Boosts US Marketing Spend

Trend Summary: US marketing spending is on the rise with favourable investment outlooks continuing in digital tools, analytics and market research.


According to the Marketers Confidence Index released today by the American Marketing Association and Millward Brown Vermeer, despite the still fragile US economy and otherwise unstable evironment the Index remained stable in the second quarter of 2016 increasing by ...

[Estimated timeframe:Q3 2016]

... two points from 121 to 123.

A reading of 100 in the Index represents neutral. The current stability defies the still fragile US economy and otherwise rocky environment, despite a dampened jobs report, stock market turmoil and the current political uncertainty.

The Index found that 53% of the US marketers surveyed believe their businesses will grow in revenue in the next few years. Moreover 60% believe the marketing function will grow in influence and power within their organisation.

Forty percent of the survey sample believe that customer spending will increase and 60% of marketers feel that this is the right time to invest, prompting  nearly 30% to plan increases in their marketing budget over the next six months.

However, the Index found that only 22% of respondents have insight into the true ROI of all key marketing programs.

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=6939

Radical Demographic Shift To Transform Consumer Markets

Trend Summary: A new report identifies three key groups of urban consumers with the purchasing power to shape the consumer landscape over the next 15 years.


The report by the McKinsey Global Institute, titled Urban World: The Global Consumers to Watch, found one trend common to all groups studied ...

[Estimated timeframe:Q3 2016]

... their location in cities.

Over 91% of world consumption growth over this period will emanate from city-dwelling consumers. This radical demographic shift will transform the nature of consumer markets.

Until the turn of the century, population growth powered more than half of global consumption. As population growth slows, that will fall to only one-quarter over the next fifteenyears. Per capita spending will be the engine of consumption growth. In this new world, companies need to know which consumers have the purchasing firepower, where they are, what they want to buy, and what drives their spending.

Marketing savvy alone isn’t enough to track these consumers. Companies will need a more detailed portrait of target customer groups than ever, including their age, income, ethnicity, and shopping preferences.

McKinsey Global Institute research finds that China is expected to spend 12.5% of all consumption growth on education for those under thirty — higher than any other country except Sweden.

Read the original unabridged HarvardBusinessReview.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: HarvardBusinessReview.org
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6934

Uncertain Outlook Triggers Downgrade in UK AdSpend Forecasts

Trend Summary: Despite an uplift in total UK marketing budgets in Q2 2016, the uncertain outlook has triggered a downgrade in adspend forecasts.


Higher sales and an increasingly competitive environment continue to underpin growth in the UK, with marketing budgets revised markedly higher during the second quarter of 2016, extending the current record growth period to fifteen successive quarters. Moreover, a fifth of the survey panel (21.3%) indicated an ... 

[Estimated timeframe:Q3 2016]

... uplift to existing budgets.

Anecdotal evidence from the survey panel suggests that growth in marketing budgets reflects a reaction by marketing executives to a number of factors over the quarter, with higher sales and competitive pressures especially mentioned as reasons for expansion.

Panellists also commented on a need to protect market share and bolster brand awareness in the current economic environment.

Despite recording a marked rise in total marketing budgets, the latest data and anecdotal evidence hinted at some uncertainty amongst marketing executives.

Over two thirds of panellists signalled no-change to budgets during the quarter amid a number of reports that macro-economic uncertainty caused by (at the time of surveying for the vast majority of respondents) an unknown outcome of the EU referendum.

This led in a number of cases to the shifting of marketing spending around different areas while operating within previously agreed budget ceilings.

Read the original unabridged IPA.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: IPA.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6932

US Senators Demand Action On Ad-Click Fraud

Trend Summary: Two US Democrat Senators are demanding assurances from the Federal Trade Commission that action be taken to eliminate ad-click fraud.


In a letter to the Federal Trade Commission [FTC], Democrat Senators Chuck Schumer and Mark Warner seek assurances about programs that enable hackers to seize control of multiple computers remotely, providing them with access to consumers' ...

[Estimated timeframe:Q3 2016]

... personal information.

Messrs Schumer and Warner specifically request the FTC to provide details on what it's doing to crack down on ad-click fraud.

Say the duo: "These programs allow hackers to seize control of multiple computers remotely, providing them access to personal information as well as the ability to remotely install malware to engage in advertising fraud, entirely unbeknownst to the computer's true owner".

Internet advertising revenues in 2015 were estimated at $59.6bn - but say the duo "many of the purchased ads are not reaching their intended audience, instead, they are being intercepted by botnets".

Maintain Schumer and Warner: "Bots plague the digital advertising space by creating fake consumer traffic, artificially driving up the cost of advertising in the same way human fraudsters can manipulate the price of a stock by creating artificial trading volume."

Last month, the World Federation of Advertisers predicted that by 2025, fake Internet traffic schemes will be second only to the cocaine and opiate markets as a form of organised crime.

Read the original unabridged Foxbusiness.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: www.foxbusiness.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6930

Brand 'China' Seen as Cool, Overtakes Foreign Rivals

Trend Summary: A global revolution in sentiment towards Chinese goods has spread, gaining new respectability for “Made in China” brands.


A quality Chinese brand has emerged, enabling the nation's manufacturers not only to catch up with their more established foreign rivals, but starting to surpass them in China and elsewhere. The Made in China brand no longer means ...

[Estimated timeframe:Q2 2016]

... cheap, inferior, and unfashionable.

Instead the 'respectable' Chinese brand has emerged, many of which have not only caught up with their more established foreign rivals but have started to overtake them - not only in China but elsewhere on the globe.

According to an article penned today by Wade Shepard in Forbes.com, 70% of smartphone sales in China back in 2011 were from three foreign brands: Nokia, Samsung, and Apple.

While Mark Tanner, the director of Shanghai-based consumer research firm China Skinny, recalls that “any self-respecting Chinese consumer wouldn’t be seen dead with a local brand.”

Now, barely five years later, this has dramatically changed.

Says Tanner: “Last year, eight of the top-ten smartphone brands were Chinese,”“with Huawei and Xiaomi in the top spots and local brands quickly eroding the two foreign brands, Apple and Samsung.”

Read the orginal 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=6895

Revenue Slowdown Forecast for Global Pay TV

Trend Summary: The coming five years will see slower growth in global pay TV revenues.


A survey of 138 countries suggests that declining TV revenues in North America will result in slower worldwide growth in the medium over the coming five years, according to the Digital TV Revenue Forecasts report from UK based research and markets company ...

[Estimated timeframe:Q2 2016]

... UBM plc.

Global pay TV revenues - which include subscription fees, pay-per-view movies and TV episodes - will experience slower growth over the next five years, with declining revenues in North America.

The North American market will see declines due to cord-cutting as well as conversion to smaller over-the-top TV services, pulling in lower revenues than traditional monthly pay TV services, according to the report.

Excluding North America, pay TV revenues overall will climb by 14% ($13.6bn) between 2015 and 2021 reaching $107.82bn - versus a 28% gain between 2010 and 2015 (an increase of $20bn).

Asia Pacific territory revenues will grow 25% ($8bn) between 2015 and 2021 to $40bn.

In 2014 Asia-Pacific overtook Western Europe and the report estimates that the latter region will experience flat revenues at $31bn over the coming five years.

Read the original unabridged MediaPost.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: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6893



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