115 Marketing Trends found for Marketing Effectiveness / Accountability


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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 ...

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... 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.

[Estimated timeframe:Q3 2016]

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

eMail Deliverability Rates Plunge Worldwide

Trend Summary: US eMail deliverability declines as global rates also stagnate.


More than a quarter of promotional emails sent in the United States fail to reach their intended recipient, according to the annual email deliverability report published by ...

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... multinational eMail data solutions provider Return Path.

Only 73% of promotional emails sent by American email marketers reach the correct inbox - 6% below the global average.

The benchmark report estimates that the global email deliverability rate is 79%, indicating that 21% of all email marketing messages fail to reach their intended recipients.

Return Path analysed a representative sample of more than 2.5 billion promotional emails despatched over the period April 2015 - June 2016 and across more than 140 global mailbox providers in the firm's annual email Deliverability Report. Spam trap emails and missing emails were included in the deliverability statistics.

Global email deliverability rates remain unchanged since Return Path released its 2015 benchmark report. Although global inbox placements also remain unchanged, Return Path spotlights the growth and/or recession of country-specific deliverability rates.

Australia and the United Kingdom notched the highest inbox placement rates worldwide, with 90% and 88% of emails respectively reaching their intended recipients.

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q3 2016]

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=6949

Watchdog Warns Brands to Beware of Hidden Online Ads

Trend Summary: The UK Advertising watchdog has declared war on undisclosed advertising in online publications and blogs.


In a bid to repair consumers’ trust in online content Britain's Competition and Markets Authority [CMA] has announced its intention to tackle undisclosed advertising in online publications and blogs, and to ramp up awareness among marketers, publishers and bloggers of ...

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... the implications of doing so.

The announcement follows hard on the heels of the CMA's finding that Starcom Mediavest and TAN Media had arranged for endorsements in online articles and blogs without making it clear the content was advertising.

Paid endorsements aren't a new issue: the Consumer Protection from Unfair Trading Regulations 2008 has always banned the use of editorial content in publications and other media to promote products for which publishers pay without disclosing the tactic to consumer audiences.

The CMA is likely to continue to make examples of brands in order to bring about industry-wide change. Brands and marketing companies should not ignore the CMA’s actions and guidelines, but seek to understand them fully to ensure that their content marketing strategies remain effective, whilst maintaining the consumer trust which is ultimately vital to their bottom lines.

Read the original unabridged WallBlog.co.uk article.

[Estimated timeframe:Q3 2016]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WallBlog.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6948

Marketers Don't Understand Brand-Building In the Digital Age

Trend Summary: Marketers have "their heads in the sand" when it comes to understanding brand-building in the digital age.


That's the opinion of Mark Addicks, former CMO of General Mills. Addressing the Advertising Research Foundation's Audience Measurement 2016 conference, Addicks who retired in 2015, suggested that enormous opportunities exist in ...

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... the evolving media ecosystem.

"We are seeing an explosion of ways that a brand can express itself" said Mr Addicks. "It will be about the revolution of 'now': the first click; the first walk through the retail store; the first interaction with the brand."

But the response to this shift among brand custodians, Addicks argued, has not been uniformly impressive: "I'm a little shocked at how many people on the marketing-side still have their head in the sand.

"They're still talking in terms of 'predictable audiences' and 'predictable outcomes'. They're not in the flow of this 'now' at all."

"They really haven't acknowledged that we have a consumer in control, and that the nerve centre is the telephone. It's the place that they will start and finish."

Read the original unabridged Warc.com article.

[Estimated timeframe:Q3 2016]

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=6942

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' ...

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... 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.

[Estimated timeframe:Q3 2016]

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

WPP Embraces Programmable Marketing

Trend Summary: GroupM's media investment unit is leveraging its relationship with AppNexus to harness machine learning.


AppNexus is a New York headquartered technology company whose cloud-based software platform powers and optimises the programmatic sale and purchase of digital advertising, ushering in the age of ‘programmable marketing’ and improving the performance of ...

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... media traders.

The latest issue of The Drum magazine, guest edited by IBM’s AI system Watson, demonstrates that despite its teething problems, the technology is within the grasp of the contemporary marketer.

Meanwhile, at the cutting edge of the media industry’s use of artificial intelligence [AI], is the ad tech sector, aka ‘programmatic advertising’.

A recent presentation at AppNexus's Optimize summit in London demonstrated how GroupM’s Xaxis - a global audience buying company that combines all of WPP Group's demand side data and technology resources - is leveraging its relationship with AppNexus (an ad tech outfit in which WPP has a 15% stake) to stay ahead of the curve.

Read the original unabridged TheDrum.com article.

[Estimated timeframe:Q3 2016]

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=6925

New Salesforce App Tracks B2B Customer Journeys

Trend Summary: Salesforce Inc has upgraded its B2B marketing automation app, making it generally available to marketers.


Branded Pardot, the app acts as a hub for B2B marketers, enabling them to build, track and manage digital customer journeys. Marketers can use the app to dictate trigger-based marketing rules and actions based on customer data, while customer analytics are displayed alongside campaign success metrics for ...

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... a comprehensive overall view of every marketing campaign.

Additionally, the updated app now integrates with Salesforce Engage and the company's Sales Cloud, improving communication between business units such as marketing, customer service and sales.

A library of email templates, now available within Salesforce Engage, enables users to run marketing campaigns from Salesforce CRM, the Salesforce Mobile App and/or Gmail. In addition, Engage now offers real-time analytics feeds and interactive dashboards.

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q3 2016]

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=6924

Digital Upswing Puts Ad Agencies Under Pressure

Trend Summary: Under pressure to produce more work for less money, ad agencies look to move faster and more efficiently.


Exemplifying the growing pressures summarised above, the famed DDB ad agency, founded in 1949 as Doyle Dane Bernbach, is facing its toughest makeover yet, reinventing itself in the face of a  rapidly changing ...

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... digital ad landscape.

Under pressure to produce more work for less money or risk losing clients, creative agencies are trying to tweak their business models to move faster and more efficiently.

For decades marketers have been calling for a more nimble ad model, but the cry has grown louder in recent years as brands look to more effectively reach consumers via a growing number of platforms.

Comments Wendy Clark, ceo of DDB North America: “Technology has now enabled consumers to have an expectation of brands and companies that is much quicker", adding that clients “need partners that are built on that marketplace of speed”.

Read the original unabridged WSJ.com article.

[Estimated timeframe:Q2 2016]

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=6917

Building a Strong Marketing Data Strategy

Trend Summary: Companies are spending billions on tools and talent to compile and mine data.


Effectively using data requires a building-block structure to know how, why and what to do with it, whilst at the same time intelligently discerning customer needs to make strategic decisions. ‎According to marketing operations and strategy firm Curtis Thornhill this will be marketing’s sweet spot for many ...

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 ... years to come.

Most companies are well aware that they have to collect data and enforce a strong data strategy but deriving usable marketing insights from that precious information bedevils them.

Knowing the best way to classify and build a structure to successfully use data in marketing is essential. So where should marketers begin?

First things first, Curtis Thornhill advises: We need clean data. It’s our foundation. With clean, quality and accessible data, most businesses are ready to begin a structured approach to pull marketing insights from their data. For now, let’s assume the data is clean, of high quality and accessible for marketing purposes.

The first level is reporting and insights for campaigns to drive new strategies to reach out to customers. At this point, we are able to power segmentation of customers because we know enough about actions to see trends and enhance campaign and program performance. This level of visibility eases the way for programmatic approaches to marketing and creating lifecycle programs.

Read the original unabridged ChiefMarketer.com article.

[Estimated timeframe:Q2 2016]

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=6912

Marketers "Complacent" About Ad Fraud

Trend Summary: Advertisers can't afford to continue their current complacent approach to ad fraud, warns ad trade body.


According to the World Federation of Advertisers [WFA] marketers cannot afford to continue their current "complacent" approach to ad fraud, given that they are the only real casualties in what the trade body warns could be a ...

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... $50bn a year industry by 2025.

Says Stephan Loerke, ceo of the WFA, "Advertisers are the sole victim of ad fraud. It is endemic and it has to stop".

Loerke believes that's because agencies, vendors and media owners still benefit, albeit unintentionally, from fees and commission when fraud occurs.

He cites "a degree of complacency" among advertisers and cautions that "If brand owners don't take action, we can't expect others to do so on our behalf".

His remarks coincided with the launch of the WFA's new guidelines to help marketers reduce their exposure to ad fraud, while at the same time acknowledging that they are unlikely to eliminate it completely.

The report identifies four key areas, including people and technology, education and communication, standards, and governance.

Brands need to develop in-house expertise to support vendor selection, it recommended, and they should work with cyber-security partners to help understand common threats and demand full transparency of investment.

Brands should also set clear expectations of what they demand from their partners and set metrics that relate back to business outcomes.

Read the original unabridged Warc.com article.

[Estimated timeframe:Q3 2016]

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=6903



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