757 Marketing Trends found for Innovation / Technical/Digital


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The Times They Are A-Changing (For Programmatic Marketing)

Trend Summary: Marketers will no longer have to struggle for the greater good of sponsored content.


As Bob Dylan so memorably sang back in 1964: "The times, they are a-changing". Today the same is true of the ...

[Estimated timeframe:Q4 2016]

... marketing, advertising and media businesses.

Fifty-two years on from Dylan's biggest hit song, industry bible AdWeek reports that advertisers, brands and social influencers are now competing for the greater good of sponsored content.

ROI Influencer Media, in partnership with multiple programmatic platforms like Rubicon Project, PubMatic, OpenX and Google's DoubleClick Ad Exchange, is making that process of sponsored ads a lot more simple.

According to Seth Kean, CEO of ROI Influencer Media, the social influencer market is basically in it's Wild West stage. Says Kean: "It reminds me of [the days] before video, digital or mobile advertising became standardised.

Kean predicts that when buying programmatic advertising packages, bundles of influencers who have signed with ROI will appear as options for buyers.

Enthuses Jay Sampson, Rubicon Project's head of strategic partnerships: "For the first time, premium brand and advertising agency partners on our platform can access native social content across all major social media platforms programmatically."

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=7042

Marketers Adopt Instant Messaging for Customer Communications

Today's Marketing Trend: Instant messaging has become the fastest growing peer to peer means of communication.


With over 2.5 billion active users globally, instant messaging [IM] has emerged as the de facto channel for delivering personalised, instant one to one messages of all kinds, including ...

[Estimated timeframe:Q4 2016]

... images, video and chat.

WhatsApp, bought by Facebook in February 2014, now occupies 200 minutes a week of its billion users and is forecast to surpass 3.6 billion users by 2020 – approximately half of humanity!

Messaging is mostly used by people on their smartphones, surpassing even social media usage in 2016, and is now a deep-rooted habit in our semi-conscious minds.

Studies have shown that e-commerce websites in particular often lose sales because customers can’t get their answers quickly enough. With IM, customers don’t have to slog through voicemail menus to send an email.

Instead instant messaging automatically creates a written transcript of customer dialogue, thus making it easier to understand the historic relationship between business and customers, enabling businesses to archive and reuse these transcripts to monitor customer interactions for quality control.

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=7038

Creative Automation Set to Take Over Ad Industry

Today's Marketing Trend: How Mankind and Artificial Intelligence [AI] will work together to improve the advertising industry.

AI machines have already proven capable of writing poetry and driving cars. Moreover, there is even speculation that a machine will one day win a ...

[Estimated timeframe:Q4 2016]

... Pulitzer prize!

Meantime, AI technology is likely to disrrupt the global advertising and marketing industry. McCann Erickson Japan has already launched a sixteen minute movie titled The Automation of Creativity starring the world’s first AI creative director. The movie also discusses the impact of automated creativity on humans working in the ad industry.

Predicts Justin Taylor, UK managing director at video advertising marketplace company Teads: “As we are moving into this creative era of programmatic, we should see creative directors, data technologists and machines working together to really start making a difference, which is where the new era of creativity is going to come from".

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=7036

Addressable TV Ads Are On the March

Trend Summary: Addressable TV in the USA is on course to double its revenues, creating a $2bn marketplace by 2018.


According to TV industry trade group the Video Advertising Bureau [VAB], addressable TV is an advertising technology that enable advertisers to selectively segment TV audiences and serve different ads or ad pods (groups of ads) within a ...

[Estimated timeframe:Q4 2016]

... common program or navigation screen.

The VAB calculates that current revenues from addressable TV approach $900 million in 42% of TV homes.

The trade body also estimates that 71% of marketers are willing to pay a higher cost per thousand price  for addressable ads - which are able to span live and on-demand TV.

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=7033

Facebook Lures Marketers With Multi-Account App

Trend Summary: A new gizmo from Facebook enables marketers to manage all their social media accounts via a single multichannel app.


Social media directors for large and small-to-medium sized businesses no longer need to simultaneously manage different accounts for Facebook, Instagram and Facebook Messenger. Instead, the social media titan today unveiled ...

[Estimated timeframe:Q4 2016]

...  a new feature branded Universal Inbox which handles communications for all three channels via a Facebook Pages app.

Universal Inbox will enable marketers to more easily take note of comments, reviews and direct messages authored by consumers on Facebook, Instagram and Facebook Messenger.

In addition, page managers can use their cursor to tap a user's profile and see his or her publicly available information, potentially giving businesses more insights on how to interact with potential customers.

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=7031

B2B Marketers Embrace Programmatic Ads

Trend Summary: Busines-to-Business marketers are ready to roll bigtime on programmatic ads.


A newly released survey of business to business [B2B] marketers and agencies, conducted by Adweek BrandShare on behalf of Dun & Bradstreet, reveals that it's a defining moment for B2B programmatic adoption. Not only are B2B brands now more knowledgeable about ...

[Estimated timeframe:Q4 2016]

...  data-driven media, but programmatic tools are more capable of delivering the types of lead generation and content-focused campaigns that are crucial to B2B success.

Predicts Ashu Garg, a general partner at venture capital firm Foundation Capital: "I think in 2017 we will see a step change in the use of programmatic media buying by B2B companies."

Arguably of equal importance, nearly 70% of the businesses polled said they plan to increase programmatic adspend in 2017, with 22% expecting to increase expenditure by more than 25%. Only 3% anticipated spending less.

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=7026

Gannett Offshoot Facilitates Ad Buying Via Streaming Services

Trend Summary: New platform enables marketers to more easily buy ads on streaming services.


US broadcaster Tegna Media today announced the launch of Premion, a new service that will help to consolidate ad buyers' choices when it comes to breaking into the ...

[Estimated timeframe:Q4 2016]

... OTT space.

Instead of shopping around on different platforms, all of which have their own unique pricing structures, Premion will aggregate those options for ad buyers.

Premion is already working with over eighty streaming platforms and networks, among them Roku, Sling, NBC Sports, FX and Discovery, to provide access to it's inventory for local and regional advertisers.

According to Premion president Jim Wilson: "We're looking at the shifting of consumer trends of TV viewing. It's growing rapidly and expanding from the linear and digital spaces."

Moving into hype mode, Wilson added: "Tegna continues to bring innovative products that expand opportunities for advertisers to reach their target audiences."

Initial results of Premion's pilot program show consistent and reliable impression delivery with advertising completion rates exceeding 96%.

Read the original unabridgedAdWeek.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=7022

A Billion People Will Have Access to IBM's Artificial Intelligence Technology By 2018

Trend Summary: Artificial-intelligence technology is on track to be used in some form by a billion people by the end of next year.


IBM's Watson, a collection of artificial-intelligence software delivered via cloud-computing services, is a high-profile part of what IBM calls its “strategic imperatives” to help spur growth amid declines in its ...

[Estimated timeframe:Q4 2016]

... long-established businesses like servers, software and computing services.

Those businesses collectively grew 15% in the third quarter, excluding the effects of currency exchange rates. However, IBM’s total revenue declined for the 18th straight quarter, albeit at the modest rate of 0.3%.

According to IBM's chief executive Virginia Rometty, her strategy is on track, noting that the company’s revenue is off very little when considering that it has spun off businesses generating roughly $8 billion in annual revenues.

Ms Rometty also pointed to the company’s new deal with General Motors [GM] to pair Watson with GM’s OnStar system in cars, citing this as an example of how IBM is extending Watson’s reach.

Such partnerships, she said, will have put Watson technology in contact with hundreds of millions of people by the end of this year.

“Those are the right decisions to make,” she asserted. “I make no apologies for them.”

Read the original unabridged AWJ.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=7015

Video To Account for 70% of Mobile Traffic Within Five Years

Trend Summary: Facebook predicts that by 2021 video will account for 70% of mobile traffic.


Addressing the Wall Street Journal's WSJD conference yesterday, Facebook's chief product officer Chris Cox revealed that video currently accounts for about 50% of mobile data traffic, citing the Ericsson Mobility Report. Opined Mr Cox ...

[Estimated timeframe:Q4 2016]

... "that's insane", citing everything from video status updates to live pictures in Messenger and switching from a text to a video voice call.

With video consuming the lion's share of Facebook's 1.71bn users' time and attention, the social media colossus has set its sights on becoming a "video first" service.

Moreover, it's working on new tools to get more people to use its video streaming service 'Live'. Cox showcased a new feature Facebook plans to install onto mobile phones: Prisma-like filters that make live video appear in the style of renowned artists such as Georgia O’Keefe and Claude Monet.

For those interested in the new service it can be accessed here.

Read the original unabridged USA Today 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: usatoday.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7014

Google's Enhanced Ad Targeting Attracts Privacy Concerns

Trend Summary: Google's enhanced ad targeting reignites privacy concerns.


The latest controversy about Google's ad-targeting capabilities, triggered by a post from ProPublica (a New York based independent non-profit newsroom), raises concerns about the Mountain View mammoth's policy change earlier this summer that lifts ...

[Estimated timeframe:Q4 2016]

... Google's self-imposed ban on connecting DoubleClick cookies with personally identifiable information.

According to the ProPublica posting, the era of social networking has ushered in a new wave of identifiable tracking, in which services such as Facebook and Twitter are able to track logged-in users when they share an item from another website.

The ProPublica post also points to significant and recently erased wording in Google's privacy policy which undertook to separate by default DoubleClick's cookie information from personal identification information unless the user has given opt-in consent.

Some sources posit that the change adds individual's names to Google's long-standing credo that web tracking is, for the most part, anonymous.

However, in June of this year- when Google claimed that its new Google Account includes features providing greater control over the data it collects and how it is used - few (if any) users recognised the change.

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: www.mediapost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7013



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