116 Marketing Trends found for Marketing Effectiveness / Accountability


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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 ...

[Estimated timeframe:Q3 2016]

... $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.


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

European Marketers Uneasy With Programmatic

Trend Summary: A majority of brand marketers in Europe say they are, at best, "getting there" with programmatic buying.


A survey of European marketers conducted by digital marketing business Quantcast reveals that only 14% of survey respondents are "very comfortable" about executing programmatic ad campaigns, whilst a further 21% deemed themselves to be  only ...

[Estimated timeframe:Q2 2016]

... "fairly comfortable".

A further 34% felt they were only "getting there", while the remaining 31% were "less comfortable".

None of the survey sample admitted to being "not comfortable at all" with programmatic ads, indicating at that all respondents were - to some extent - at home with the technology.

The biggest barrier to programmatiuc usage appears to be the lack of ROI, cited by 24% of those surveyed.

Concluded the Quantcast study: "The problem with digital marketing is because it's so accountable it's made extra accountable."

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=6898

Marketers Urged to Rethink RoI Goals

Trend Summary: As media dollars increasingly shift to digital, brands in the USA are striving to extract greater value from their adspend.


In pursuit of their quest for value-for-money, brands are eager to prove the beneficial impact of their adspend on the bottom line. In the race for provable results, however, many marketers are focused on the wrong things - for example metrics that may be easy to measure, but don't truly ...

[Estimated timeframe:Q2 2016]

... drive desired business outcomes.

According to Matt Minoff, svp of Digital Platforms and Strategy at Meredith Digital, clickthrough rates, for example, are universally acknowledged both by marketers and media companies as inadequate.

Despite which, clickthrough rates still appear in every campaign recap report, seemingly regardless of the campaign's goal.

Moreover, research has shown time and again that clickthrough rates are usually the wrong metric to measure. Despite which they are easy to track and remain an industry standard.

Minoff also posits that some marketers grow myopic when it comes to newer metrics. However, a staggering 97% of marketers now say all inventory should be verified as viewable by an independent third party, while over 60% said they would shift their media dollars away from publishers who fail to provide third-party verification.

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=6894

P&G Slashes Global Adspend, Agencies Wince

Trend Summary: Procter & Gamble, one of the globe's biggest marketing spenders, plans to slash its ad agency budgets.


Today's Wall Street Journal reports that FMCG titan Procter & Gamble will drastically reduce the amount it spends via its worldwide roster of advertising agencies, budgeting to spend roughly $1.5bn on agency-related marketing costs in 2017, down from ...

[Estimated timeframe:Q2 2016]

... $2bn in the previous year.

Despite delivering better than expected earnings for its fiscal third quarter, the Cincinatti headquartered titan has been making deep cost cuts across its organisation in a bid to boost growth and transform the sprawling titan into a leaner company.

Among those cost cuts, P&G has been reducing its spending on “non-working” marketing costs such as production expenses and agency fees, while reinvesting those savings in advertising and consumer product sampling programs.

Among P&G's biggest spending brands are Crest (measured spend $274m), Olay $216m), DayQuil/NyQuil ($158m), Cover Girl ($155m), Gillette ($155m), Tide ($142m), Febreze ($116m), Pampers ($104m) and Swiffer ($1

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=6885

Ad Viewability Rises in UK

Trend Summary: Online ad viewability in the UK increased to 54% in Q1 2016, exceeding the industry benchmark of at least 50%.


The report, authored by Berlin headquartered ad verification firm MeetricsGmbH, indicates that the viewability of ads served in the UK reached its highest level in Q1 2016, the highest first quarter since Q3 2014, when 55% of ads ...

[Estimated timeframe:Q2 2016]

... were viewable.

MeetricsGmbH deems an ad to be 'viewable' if it meets the recommendations set out by the Internet Advertising Bureau and the US quasi-governmental Media Rating Council. Specifically, that to be 'viewable, 50% of an ad can be seen for at least one second.

Although advertisers should be heartened by the improvement, the data indicates that the UK continues to lag other European markets.

For example, two-thirds (66%) of ads served in France were judged to be viewable over the same period, with similar levels in Austria (65%) and Germany (60%).

Commenting on the data, Anant Joshi, director of international business at Meetrics, said there are two main reasons underlying the improvement in the UK's ad viewability rates.

According to Mr Joshi: "As the whole 'ad verification' topic gets more publicity, it gains prominence in marketing departments. Consequently, more campaigns are being optimised against viewability figures".

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=6878

Mobile Programmatic Set to Rule the Marketing Roost

Trend Summary: Programmatic ad buying continues to transform the marketing ecosystem.


Mobile budgets for programmatic ads have grown exponentially over the past year, although the trend is much more than a shift in resources from traditional digital ad buys. What really defines this revolution is how brands are ...

[Estimated timeframe:Q1 2016]

... putting more of their first-party consumer data on programmatic platforms to enable highly sophisticated targeting and measurement.

According to David Staas, Op-Ed Contributor at MediaPost.com, this shift has been made possible by the fact that the unique data that makes mobile audiences so compelling to marketers is that direct media buys are now available programmatically.

Mobile provides an understanding of physical-world behaviour, and marketers are leveraging this to drive success in their campaigns, eg 'Who visited my store? Who visited my competitor’s store? Who frequents coffee shops as opposed to quick-serve restaurants?'

The leading Demand-Side Platforms, along with programmatic platform providers, have already rolled out their mobile offerings with these types of unique audience segments.

And they're not just for mobile. Mobile-derived audiences are available via cross-device and for desktop campaigns as well.

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=6860

Data Revolution Looms, Warns Unilever Boss

Trend Summary: A data revolution is looming Unilever seer predicts.


In an address to the UK Market Research Society’s recent Impact 2016 event, Stan Sthanunathan, SVP for consumer & market insights at Unilever, foresees that "the pace of change has never been slow but it’s about to accelerate ...

[Estimated timeframe:Q1 2016]

... exponentially."

Brands can spend too much time researching consumer groups when they need to act fast, Mr Sthanunathan warns.

"Real-time is the new currency" he said, adding that researchers need to "stop hoarding information" and should "spread it widely."

In support of this approach, Sthanunathan announced the creation of Paragon, an open platform for Unilever and other major companies like Coca-Cola, Kantar, Nielsen and The Market Research Society, enabling them to combine their market research forces to address key global development and sustainability challenges.

When looking at demographic groups, Sthanunathan urges marketers to "think bi-polar", adding that "the middle is becoming smaller" and the "ends are becoming bigger and more polarised."

Read the original unabridged MarketingMagazine.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: MarketingMagazine.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6857

'Unparalleled Precision' Technology Targets Consumers

Trend Summary: Using advanced analytics, marketers are now able to target prospects in a more focused and customised manner than ever before.


OTT video measurement company Tru Optik has partnered with global media agency Mindshare to create so called “micro-genres” that will enable media companies to target consumers with hitherto ...

[Estimated timeframe:Q1 2016]

... unprecedented precision.

A key element of the Mindshare/Tru Optic partnership is the massive amount of consumer data both companies will be able to leverage.

The jointly owned database will include anonymous information on more than 500 million US consumers, comprising in toto more than than twenty million pieces of content - numbers that will dwarf those of existing measurement companies such as Netflix.

As the market continues to grow, expanding globally, there will be an increased need for this calibre of information technology.

Summarises Tru Optik's Chief Strategist David Wiesenfeld: “If you’re advertising a new movie, you can target consumers who have watched similar movies on a one-to-one basis, at scale.”

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=6854

Marketers Voice Concern About Programmatic Fraud

Trend Summary: Many US marketers are taking programmatic media buying in-house, citing concerns about transparency and fraud.


A new joint study, recently conducted by Forrester Research on behalf of the US Association of National Advertisers [ANA], reveals that the number of marketers using programmatic ad buying has mushroomed since a previous survey in 2014, with 79% of respondents to the latest study saying they ...

[Estimated timeframe:Q1 2016]

... have made programmatic buys in the past year.

This is more than twice as many as the 35% participating in the 2014 survey.

Respondents to both the new survey and the 2014 study indicated that the main benefits of programmatic buying are better targeting and real-time optimisation.

However, despite the technology's significant growth, respondents to the latest survey indicated that they still consider digital ad fraud and a lack of transparency in programmatic ad buying as the most serious obstacles to effective use of programmatic advertising.

Comments Bob Liodice, president/ceo of the ANA: “This is wasteful. The industry, and marketers in particular, would greatly benefit from a rethink of the entire digital supply chain.”

Read the original unbridged 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=6849

New Measurement App Logs Instore Footfall Driven by Digital Ads

Trend Summary: US social/location discovery platform Foursquare is pursuing retail marketing budgets and connecting to digital ads.


The new offering, branded Attribution Powered by Foursquare [APF], has been in development for several months and tested by restaurant chain TGI Fridays, spirits giant Brown-Forman and a raft of other major names including ...

[Estimated timeframe:Q1 2016]

... publishing app Flipboard and programmatic ad companies Drawbridge and Adelphic.

Flipboard recently used the system to measure a campaign it ran for an undisclosed retailer and found that within a week the digital ads drove a 12% incremental lift in visits to the retailer's various locations.

APF depends on a voluntary, nonincentivised panel of 1.3 million Foursquare users who have agreed to leave their location-sharing feature switched on at all times, enabling Foursquare to record every store they visit - even if panel members don't open the app or APF's sister app, Swarm.

The panel also takes US Census demographics into account.

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=6838



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