116 Marketing Trends found for Marketing Effectiveness / Accountability


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Adobe Debuts New Digital TV Sales Tool

Trend Summary: Adobe Systems aims to level planning playing field for digital TV sellers.


TV ad buyers currently rely on state-of-the-art toolboxes to assist them in negotiating deals for cross-platform audience-based media buys. However, IT giant Adobe Systems aims to change the name of the game, arguing that the tools currently used by media sellers are ...

[Estimated timeframe:Q4 2016]

... rusty and that Adobe can help chamfer away that 'rust'.

With this end in mind, the Texan titan has introduced a TV Media Management platform for audience-based planning, forecasting, and yield management in digital, non-linear TV systems such as Roku, Apple TV and gaming consoles.

The system, made available last week, incorporates cross-platform viewership data from Adobe Analytics, which currently works with top drawer TV clients such as FOX, Comcast, NBC Sports, ESPN, Turner Broadcasting, MLB and Viacom.

Hypes Jonathan Tabak, group product manager at Adobe Primetime:"You need a tool that can factor-in  all those dimensions".

In a typical scenario, a media seller might need to know how an ad client's desired audience overlaps with particular TV shows.

The seller might, for example, import data from an advertiser's brand, overlay that data with show viewer data in Adobe Analytics, then add in other requirements such as preferred device types or geographic targets.

From thereon, the platform predicts the number of impressions expected to be available during the planned campaign run.

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=7059

Marketers Ethical Behaviour Drives Consumer Purchasing Decisions

Trend Summary: Consumers' purchasing decisions are influenced by a marketer's ethical behaviour.


Accounting for Good, a white paper commissioned by the UK based Association of Accounting Technicians [AAT], examines how accountants can educate and hold marketers to account regarding the importance of ...

[Estimated timeframe:Q4 2016]

... ethical practices.

Forty-three percent of respondents to the white paper said that not participating in tax avoidance would be an important consideration when deciding whether or not to engage with a business.

Other ethical factors which ranked highly with consumers when choosing a businesses to engage with included: maximum transparency with regard to company accounts (36%); a strict ethical code about their supply chain (39%); and being protective about sensitive client data (43%).

Commenting on the research, AAT chief executiv, Mark Farrar said: “Consumers are more aware than ever before of business behaviour and how it influences their purchasing decisions. Increasingly, people are being more mindful of how they spend their money and they want to feel confident in their choices. Greater transparency offers reassurance that their money is going to an organisation that fits with their own values".

Read the original unabridged TalkBusiness.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: TalkBusiness.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7049

Word of Mouth Marketing More Trusted By Consumers than Ads

Trend Summary: Recent Nielsen data indicates that 92% of consumers trust word of mouth above all other forms of advertising.


According to the Chicago headquartered Word of Mouth Marketing Association [WOMMA], word of mouth recommendations are five times more effective than...

 

[Estimated timeframe:Q4 2016]

... advertising.

Given that influencer marketing has evolved from a buzzword to a must-do marketing technique, companies, agencies and clients are discussing what the best approach is.

As a relatively new phenomenon, few companies are, as yet, able to harness the power of influencer marketing based on tried and tested business experience as opposed to speculation and supposition.

At WOMMA's recent Come Round event in New York City, the company claimed to have placed brands in the hands of over 100,000 influencers on behalf of major clients, ranging from Lady Gaga and Doctor Who to Dyson, Birds Eye and LEGO.

Read the original unabridged TalkBusiness.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: TalkBusiness.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7027

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

UK Content Marketers Seek Improved Metrics

Trend Summary: According to a new study, measurement is critical to content marketing with dedicated spend set to grow over the coming year.


Content Marketing, according to the Measurement Effectiveness Report published by the Content Marketing Association [CMA], is a form of marketing focused on creating, publishing and distributing content to a targeted online audience. The report was conducted among ...

[Estimated timeframe:Q4 2016]

... senior level CMA marketers, reflecting the views of over forty companies.

Also contributing to the report were major brands such as Sainsbury's Bank, Barclays UK and British Gas, as well as ad agencies including iris, Ogilvy and McCann.

This found that 73% of respondents regarded measurement as very important to their content marketing strategy, with half of marketers currently spending 6% to-15% of their content marketing budget on this area.

Nearly half (45%) of respondents said they were planning to increase this spending in the coming year, with 56% already automatically offering measurement as part of their content marketing strategy – thus demonstrating its importance in the industry.

However, only half of those surveyed thought it possible to accurately measure content marketing's ROI, and a similar proportion (52%) doubted whether a universal metric was achievable.

Most (91%) thought that content marketing effectiveness metrics could include long-term brand health measures such as favourability/likeability, trust, consideration and propensity to buy. 

The key to the CMA’s success is informing and educating both clients and members about the latest thinking in all areas of content marketing, while showcasing the talents of its members as they plan and produce ever-more effective and innovative strategies and creative work.

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: Warc.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7008

Marketers Set to Adopt Facial Recognition Targeting

Trend Summary: Advances in facial recognition software trigger concerns over privacy.


A Russian startup, NTLab, is about to launch a potentially controversial package that correctly matches 73% of people to a large photo database. The technology was recently put to the test when Russian clubgoers flocked to the ...

[Estimated timeframe:Q4 2016]

... the nation’s biggest electronic music festival this summer, where they didn’t need to bring a camera or even their phones.

The photo database's  implications for marketers are potentially enormous, although the startup also admits to negotiations to sell its products, to state-affiliated security firms in China and Turkey, along with other nations with poor civil liberties records.

However, the company's youthful founders, 26-year-old Mr Kukharenko and 29-year-old Mr Kabakov, insist there are no grounds for fears that their technology could end up in the wrong hands.

According to Mr Kabakov, these days ownership of a smartphone is ubiquitous, meaning that you can’t opt out of surveillance. "There is no private life. Your government can control you now."

"You take your iPhone or Android phone and it has information about your behaviour, your movements, about what you buy, about who you are talking to.”

Marketers are already salivating!

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=7003

US Direct Marketing Association Introduces RoI Template

Trend Summary: The US Direct Marketing Association [DMA] has unveiled a new initiative to accelerate cross-device RoI identification between  technology buyers and sellers.


In a bid to bring much needed new tools and solutions to America's direct marketing industry, the DMA is encouraging cross-device identification business partnerships and ROI between ...

[Estimated timeframe:Q3 2016]

... technology buyers and sellers.

Says David Kohl, ceo of Morgan Digital Ventures and the DMA’s Cross-Device ID Program Leader: “This document is a fantastic work of collaboration from companies on both sides of the technology buy-sell relationship, and will bring great value to the entire marketing ecosystem”.

“For too long, cross-device technology buyers and sellers have been speaking different languages. With this RFI, the struggle to translate across that divide will be a thing of the past.”

Marketers, agencies, publishers and solution providers interested in receiving more information on the DMA’s Cross-Device ID Initiative can visit the Initiative’s home page by clicking here.

Read the orignal unabridged TheDMA.org 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: TheDMA.org
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6993

'Human Viewable Impressions' Should Dictate Digital Media Buying

Trend Summary: The US ad industry has reached consensus that digital media-buying should be based on human, “viewable” impressions.


This was the focus of a one-day event in Manhattan last week, aptly named Conference on Time and Attention. According to Erin Rech, SVP for Digital Innovations and Investment at global media and ad agency UM Worldwide [aka Universal McCann], "We are learning more and more that ...

[Estimated timeframe:Q3 2016]

... "not only does viewability matter but time and attention also.”

Ms Rech also noted that time and attention has already become a factor in “branded content” strategies and executions, and that agencies are just beginning to factor it into media time and attention planning [TAP] and starting to think about how it impacts “on your reach and frequency goals.”

Rech said classic reach and frequency planning remains “our business deliverable,” albeit that time and attention are beginning to emerge as “secondary KPIs” [key performance indicators] which agencies and brands factor into their planning, enabling them to weight or index the value of time spent with their ad messages.

However, notes Rech: “Reach and frequency still trumps.”

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=6990

UK Brands Voice Concern Over AdSpend Transparency

Trend Summary: Major UK brands are increasingly excited, albeit concerned, over the potential adtech brings to their marketing plans.


Programmatic spend by UK marketers in 2016 is forecast to exceed £2.6bn prompting trade body, the Incorporated Society of British Advertisers [ISBA] to address both awareness and issues of transparency via a ...

[Estimated timeframe:Q3 2016]

... set of guidelines to its members.

ISBA maintains that, despite a marked increase in media spend using programmatic technologies, its members are increasingly concerned that their media agencies are not doing enough to promote transparency with regard to their media management practices. Accordingly ISBA is now acting to bolster levels of education.

According to ISBA’s director of media and advertising Mark Finney, high attendance numbers at its events focusing on programmatic advertising are indicative of the levels of interest in the use of such technologies.

Moreover ISBA members are increasingly perplexed at the ever-increasing complexity of the adtech ecosystem, especially when it comes to issues such as whether or not their ads are actually viewed by humans, click fraud and ad misplacement.

Mr Finney reveals that “ISBA members are also worried about their media agencies’ lack of transparency, with agency trading desks acting as both agent and vendor and the whole issue of rebates. This problem is exacerbated by incomplete disclosure on the part of media agencies regarding their media management practices.

Concludes Finney: If they [media agencies] made more effort to demystify their processes it might make advertisers less inclined to mistrust.”

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=6987

Adobe Debuts New System For Personalised TV Ads

Trend Summary: Adobe has rolled out a new approach to the concept of dynamic TV ad insertions.


Adobe Marketing Cloud, a collection of integrated online marketing and web analytics, this week rolled out a new approach to the concept of dynamic ad insertions. The new platform replaces ads that are set to appear in a broadcast feed with an ...

[Estimated timeframe:Q3 2016]

... individually targeted ad which can either be live or on demand.

According to Adobe hype, this is most complete set of marketing solutions available, claiming that it gives marketers everything they need to get deep insights into their customers.

It also enables personalised ad campaigns, whilst managing marketers content and assets.

Campbell Foster, Adobe's director of product marketing, emphasises that the Marketing Cloud service is not just for video-on-demand (which is technically easier to dynamically insert an ad) but also works on live TV.

With a live broadcast like the Olympics, there are millions of viewers watching simultaneously, which means when the network cuts to the ad break the platform must run millions of individually targeted ad insertions concurrently. This is difficult to accomplish without crashing the entire system, says Mr Foster.

The new Adobe system, however, enables a broadcaster's data to automatically instruct the platform which ad to insert. No personally identifiable information is used, but the broadcaster can target by Zip code, designated market area, device, third-party segments or any data such as behavioral or demographic characteristics to which the broadcaster has access.

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=6976



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