116 Marketing Trends found for Marketing Effectiveness / Accountability

... nimble and mobile-focused.

According to Chief Marketer.com we are already seeing similar misconceptions about how and when brands should experiment with AI, but what else will the AI trend usher in?

Marketers are already mulling what future brand experiences will look like when we as consumers become used to (and expect) incredible simplicity, fewer interfaces to interact with and an incredible amount of personalization?

Posits Chief Marketer: "Brands will need to think beyond creating experiences they want people to adhere to and instead consider creating behaviors they want people to adopt".

Read the original unabridged Chief Marketer.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.

... advertisers target audiences on other websites.

Until now the ad business hasn’t been a top priority for Amazon. However, under the baton of Seth Dallaire, Amazon’s vice president of global ad sales, the company is more aggressively courting ad buyers.

Those advertisers and the holding companies that guard their billion-dollar budgets are taking note and working with Mr Dallaire’s team to find new ways to spend with the coveted e-commerce giant.

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.

... programmatic ad buying, artificial intelligence, chatbots and other emerging technologies.

These trends are changing the advertising, media and marketing landscapes, bringing with them new efficiencies and ways of working. 

The Marketing Week article cites in example the use of robots to test the effectiveness of advertising campaigns.

According to the article, brands want answers to specific creative campaign questions, such as messaging and execution, before a specific activity starts, specifically to assess how the target audience is responding and, when completed, to determine what ROI it has delivered.

Automation improves the accuracy of this kind of research, speeds up the collection of data and can save brands money.

It also makes ad testing more intuitive whilst enabling human researchers to spend more time analysing the results to produce the actionable insights that brands crave.

Read the original unabridged MarketingWeek.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.

... corrugated in-store paper displays!

Unviewable ads aka IRL [In Real Life] are an enormous overhead. According to insiders, P&G alone spends circa $1bn annually on corrugated instore displays worldwide.

Last month P&G pegged potential savings from eliminating waste from promotional materials of all sorts, which includes these corrugated paper displays, at a projected cost of $500m annually over the coming five years.

That figure compares to $1bn in planned savings from media buying, along with $500m from agency and production fees.

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.

... audience based sales. 

According to MediaPost journalist Dave Morgan, this change isn’t just about the big recent announcements about audience-based TV ads. Morgan believes that something even more fundamental is happening in media, and it’s going to have its biggest impact on TV.

The future of TV will be about performance. As media legend Alan Cohen proclaimed when he took over as president-Ceo of independent agency Quigley-Simpson earlier this year: “Performance media is where it’s at. It’s the new programmatic.”

Cohen also believes that performance media will dominates digital advertising, because it can be measured and optimised that way. And performance is what marketers truly want, fundamentally, when they buy.

Read the origninal 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.

... media-agency contracts and digital audience measurement.

Mr Pritchard said not much had happened on those issues until he took personal responsibility for understanding things, even reading the Media Rating Council's viewability standard, which he jokingly called "riveting."

Pritchard said he had listened intently at ANA board meetings for years, "and understood about a tenth of it." "Then I would go back and delegate to someone".

On ad agency contracts he'd hear from his people: "We looked into it. There's no problem". Then I'd say: 'We need to get verification on this viewability.' And they'd say, 'We're best in class.' Over time it started to strike me that maybe there's something not quite right."

Advises Mr Pritchard: On such issues as programmatic media buying CMOs should "dig in. Go understand every step".

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.

... confidence in the ability of their organisations to achieve some of the most vital goals in marketing - that they are investing in reaching the right customers.

Despite which, however, overall confidence this year has improved by six points to an index of 69 (out of 100 possible points).

The findings are based on an online survey of 304 US marketers conducted by WPP Group offshoot Kantar Vermeer, measuring the degree of optimism on the state of the economy.

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.

... current state of “trust systems” in the advertising world to see if better business practices can be developed. 

The forum’s agenda is being developed by Jerry Wind, professor of marketing at The Wharton School of the University of Pennsylvania, who is well known for tackling big industry problems.

According to Andrew Susman, vice president of Empower MediaMarketing, a Cincinnati based independent media agency that resigned from the American Association of Advertising Agencies last year when the latter failed to endorse and support media-buying transparency initiatives proposed by the Association of National Advertisers: 

Susman adds: “It’s become apparent that the current situation with no trust has become destructive to all parties”.

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.

... marketers with a more accurate grasp of how ads on the social network compare to other media such as TV.

Facebook's focus on metrics has added significance given that it recently uncovered flaws in its data reporting to marketers, for example the serving of sometimes inaccurate numbers on elements such as video viewership.

In the wake of this trend, some of the marketing industry's biggest players have been leaning on other media owners such as YouTube, Twitter, Snapchat and Pinterest for independent verification of the data they provide.

According to  Fred Leach, Facebook's director of marketing science: "One thing we're trying to provide is more transparency around how advertisers are doing on Facebook."

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.

... digital media companies and ad agencies.

Announcing a five-point program that will take effect this year, the highly influential P&G honcho urged the rest of the advertising industry to follow his company's lead.

"The days of giving digital [media] a pass are over" declared Pritchard. "It's time to grow up. It's time for action" he evangelised.

P&G's marketing plan includes a thorough review of all media-agency contracts, presumably prompted by an unpleasant surprise in the wake of its dealings with an unnamed ad agency.

Pritchard also urges that all marketers use industry-standard viewability metrics, fraud protection programmes and third-party verification.

To enforce those steps Pritchard said that P&G has vowed not to user any digital media, ad tech companies, agencies or other suppliers for services that don't comply with its new rules.

"We've given them plenty of notice he said",adding wryly: "More than a full year for many."

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.