757 Marketing Trends found for Innovation / Technical/Digital


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Facebook To Reveal Ambitious New Hardware Group

Trend Summary: Facebook’s secretive and ambitious hardware group is preparing for its debut next month.


The all-star roster of tech veterans that Facebook began assembling one year ago is quietly making progress, steadily expanding its ranks and ...

[Estimated timeframe:Q1 2017]

... the hardware prototypes under development.

According to Business Insider, the group, known as Building 8, currently has four simultaneous projects underway, including everything from cameras and augmented reality to science fiction-like brain scanning technology.  

Moreover, Facebook is already thinking about the coming-out party for its impending family of gadgets, laying the groundwork to drum up interest and sell the new products when the time is right.

However, Building 8 has yet to unveil any of its products, although insiders say that the hardware group is expected to play a key role in Facebook’s developer conference next month, expanding upon CEO Mark Zuckerberg's ten-year vision for the company, revealed at last year's event.

Read the original unabridged Yahoo.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: Yahoo.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7130

UK AdTech Firm Launches AI-Powered S-to-S Header Bidding in USA

Trend Summary:  Ad-Tech Firm launches AI-Powered Server-to-Server Header Bidding technology to the USA.


UK-based artificial intelligence [AI]-based native in-feed advertising platform, has launched Adyoulike a new server-to-server [S2S] header bidding solution in the USA, its point of differentiation being that it ...

[Estimated timeframe:Q1 2017]

... incorporates IBM Watson's AI-powered semantic targeting.  

The new tool aims to ensure that native ads are placed in contextually relevant places online.

Using IBM's  predictive data visualisation & analytics tool Watson, Adyoulike is capable of scanning millions of pages of content (50 million new pages per month.

According to Adulike's Francis Turner, recently appointed as the firm's general manager and chief revenue officer for the USA: “What Watson garners from these pages goes far beyond what is possible with just keyword and/or data targeting".

For example, instead of targeting specific words such as “lipstick,” Watson enables Adyoulike to include more complex semantics and sentiments such as “this page is talking positively about on-trend lipsticks for summer, plus emotions such as anger, disgust, fear, joy, or sadness.”

Adulike can also target publisher websites matching the Interactive Advertising Bureau category.

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=7127

MaaS Breaks New Ground Via Integrated Global Travel

Trend Summary: A revolution in travel known as MaaS [Mobility as a Service] offers an integrated global system of tailored to individuals travel needs.


MaaS will rely on a digital platform that integrates all aspects of trip planning—booking, ticketing, and paying—across all modes of transportation, whether public or private. No longer will a traveller need to research train times, book a flight and pay for a car ride. Instead with a single app ...

[Estimated timeframe:Q1 2017]

... MaaS, will handle it all.

According to UK-incorporated multinational professional services firm Deloitte, MaaS's goal is the creation of an integrated system of mobility so convenient “that consumers opt to relinquish their personal vehicles for city commuting because the MaaS alternative is more appealing.”

Moreover, Deloitte believes that a natural next step would be to capitalise on the popularity of these programs and, combining with trip-planning apps, integrate them into a single platform for customers to plan and pay for travel services.

To work effectively, MaaS would require the following conditions: Widespread penetration of smartphones on 3G/4G/5G networks; high levels of connectivity; secure, dynamic, up-to-date information on travel options, schedules, and updates; and cashless payment systems.”

Collaboration would be paramount between the transportation providers, local governing authorities, and payment processors, among others, who would all enable this to happen.

Read the original unbridged 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: FoxBusiness.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7123

Blockchain Bids to Rule Third Party Loyalty Program Roost

Trend Summary: Blockchain is currently a hot topic among marketers, yet for many the technology remains an elusive concept.


Blockchain is a customer loyalty database that maintains a continuously growing list of ordered records called blocks. Each block contains a ...

[Estimated timeframe:Q1 2017]

... timestamp and a link to a previous block.

Loyalty programs are terrific - assuming marketers and their clients can keep track of all those points, miles and all the other assorted increments that members accrue.

In a new article, Harvard Business Review [HBR] shares insights on a technology that may help streamline the process.

Explains HBR: Blockchain, the tech behind Bitcoin, enables a ledger of transactions to be shared across a network of participants.

When a new digital transaction occurs—such as loyalty point being issued, redeemed or exchanged—a unique algorithm-generated token is assigned to the transaction.

Tokens are grouped into blocks and distributed across the network, instantaneously updating every participant's ledger.

Read the original unabridged ChiefMarketer.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: ChiefMarketer.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7122

Marketers Increasingly Conduct Consumer Conversation Via Bots and AI

Trend Summary: AI and bots are changing the consumer conversation, brand marketers claim. 


Artificial intelligence and bots are still in the early stages of development, although for a group of brand representatives attending the annual South by Southwest [SXSW] interactive media event in Austin Texas, utilising AI technologies is simply about ...

[Estimated timeframe:Q1 2017]

... being where their customers are.

Which in turn increasingly involves being in their homes and on their cellphones.

In a panel at SXSW titled Talk to the Brand: AI, Bots and Conversational Marketing, the discussion centred around pushing forward new bots and gauging the response to the technologies by their consumers.

Moderator Fred Schonenberg, founder of VentureFuel, first asked if we really needed bots in our lives, and the response from the panel was a resounding ‘yes’.

According to  Sam Olstein, global director of innovation for GE Corporation: “There’s absolutely a purpose for a bot in our lives. A good bot does one thing really well, and that’s it. If it can crush it, that’s key,” he said.

Read the original unabridged The Drum.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=7120

Significant Shift of Media Buying from Ad Agencies to In-House

Trend Summary: Many of the world’s largest advertisers have moved their media-buying in-house thanks to programmatic technology.


Describing the analysis as a “recent check with industry contacts,” Pivotal Research Group analyst Brian Wieser today published a report to shareholders, noting that fifteen of ...

[Estimated timeframe:Q1 2017]

... the world's top two hundred advertisers have shifted media-buying away from their ad agencies and brought it in-house thanks to their new-found ability to buy media programmatically.

According to Wieser, his analysis is based on a "recent check with industry contacts". He also notes that "fifteen of the top two hundred advertisers have taken media-buying away from their ad agencies and brought it in-house because of their ability to buy it programmatically". 

He also explained that in-house media buying exists along a continuum, with a range of responsibilities divided between marketer and agency.

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=7114

Nestlé's Digital Supremo Rah-Rah's It for Snapchat

Trend Summary: As Snapchat’s owner Snap goes public, advertisers are smacking their lips at the thought of new branding opportunities.


Prominent among adland's lipsmackin' fraternity is is Nestlé's digital boss Pete Blackshaw, who is currently monitoring several pilots via the Snapchat app in the hope that it will become ...

[Estimated timeframe:Q1 2017]

... a critical marketing platform for his brands. 

One example which has especially tickled Mr Blackshaw's fancy is a campaign for Nestlé's Purina Felix brand in the UK. This comprised a sponsored lens and Snap Ads, in which the lens transformed users into the brand's mascot Felix the Cat.

These, according to Mr Blackshaw, played well with consumers in the “hard-to-reach late teens and early 20s”.

Enthuses Blackshaw: “With Snapchat, there’s a tremendous opportunity in staying close to what our kids are doing. You learn a lot, the key for a digital leader in tech or marketing is to stay hyper focused on the consumer."

"Be very, very humble about what you don’t know and always listen in a curious attentive way.”

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=7113

How the Ad Tech Minnow Is Shaping the TV Monster

Trend Summary: Commercial minutes per primetime hour have been edging up for years on US cable and broadcast TV.


It's rare that a small startup acquired by a media behemoth is ever heard of again, especially if it shapes the strategy of its new parent. However, just two years into TrueX's acquisition by 21st Century Fox, the ad tech company is more ...

[Estimated timeframe:Q1 2017]

... relevant than ever before as Fox and its rivals aggressively seek ways to reinvent TV advertising.

Fox bought TrueX for $200m in February 2015, a period when ad-skipping DVRs were already an institution, ad-free rivals like Netflix were growing fast, traditional TV ratings were falling and online video was beset by ad blocking and ad fraud.

TrueX's engagement ads - which allow streaming-video viewers to interact with a commercial in exchange for fewer or zero ads after that - weren't necessarily revolutionary on their own. But Truex brought to Fox a group of people and a culture that is currently jump-starting efforts to fix TV advertising.

Fox subsequently tapped several TrueX executives to help usher in ad innovation, including TrueX co-founder Joe Marchese, who was quickly named to the newly created role of president of advanced advertising products.

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=7110

Do UK Ad Agencies Lag On Behavioural Science?

Trend Summary: Few ad agencies in the UK are making behavioural science a key part of their offering.


It's almost eight years since OgilvyOne's Executive Creative Director Rory Sutherland first advocated the use of behavioural advertising whilst, meantime, American agencies are ...

[Estimated timeframe:Q1 2017]

... speeding ahead while UK agencies drag their heels.

According to Mark Bell, chief experience officer at Oliver Group UK, few British agencies have made behavioural science a key element in their offering.  

Says Bell: "Walk into any agency on Madison Avenue and you’ll see they operate differently. American agencies do a fabulous job of weaving behavioural economics into their upfront strategy."

"It’s evident in the clear distinction they make between behavioural planners and traditional comms planners. And it’s a smart approach too: the research comes first, so strategists can identify the behavioural theory that can inform the creative.

Bell argues that agencies in the UK are well equipped to be putting out the same level of work – "but we’re held back by our tendency to remain rooted in traditional agency structures".

He adds: "Aside from the behavioural wing of Ogilvy & Mather UK and Ogilvy Change, plus our own efforts at Oliver, there’s a sense that British agencies are too set in their ways to capitalise on how behavioural science could enhance their output".

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=7100

Emotion Led Marketing On Course To Burgeon

Trend Summary: Facial coding technology is pushing emotion-led marketing to a much higher level.


According to Eleanor Thornton-Firkin, head of content and creative development at Ipsos Connect UK, most marketers are aware that people's mood affects their spending, a trend that is driving emotion-led marketing to a ...

[Estimated timeframe:Q1 2017]

... much higher level thanks to facial coding technology.

Machines are now able to identify human emotions in real time and the melding of technology and science now enables us to pinpoint anyone’s emotional state via their voice or face.

The technology might not be perfect right now, but it will be in the near future. The ever-improving quality of camera and microphone technology, coupled with advanced algorithms, is opening up a world of possibilities for emotion-led marketing.

We know that people’s emotional state affects their behaviour and their receptivity to messages. The ability to create an emotional response in advertising enhances the creation and retention of memories. Put simply, understanding people’s emotional state could lead to more effective marketing. 

How? The camera on our mobiles, tablets and smart TVs will detect our emotional state and programmatically serve ads that match our needs.

Was George Orwell Right?

Read the original unabridged Campaign.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: CampaignLiveco.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7092



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