115 Marketing Trends found for Marketing Effectiveness / Accountability


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Mondelez Imposes Cost Controls On Its Marketers

Trend Summary:  US-based multinational confectionery, food and beverage conglomerate Mondelez has imposed a cost-focused culture on its marketers.


The attempts made by Kraft-owned snacks manufacturer Mondelez to impose a more cost-focused culture among its marketers are showing signs of paying off, according to comments made to analysts by chief executive Irene Rosenfield after the release of her company’s ...

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... latest quarterly results.

Mondelez, whose subsidiaries include Cadbury and Nabisco, reported a lower-than-expected quarterly profit this week, due to the current strength of the US dollar and weak demand in Europe, driving down Mondelez's share value by 7.4% to $38.86.

Two years ago the snack maker introduced a severe cost-control budgeting strategy in a bid to deliver $3bn in gross productivity savings over three years.

This strategy compelled brand managers to adopt zero-based budgeting, resulting in media spending plans starting from scratch as opposed to being based upton the previous year’s spend - thereby conferring advantage on those marketers with with the best strategies.

Says Ms Rosenfield: "“We'll continue to reduce overheads by leveraging zero-based budgeting….we're beginning to institutionalise our approach to cost management.”

Read the original unabridged TheDrum.com article.

[Estimated timeframe:Q1 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=6823

Marketers Can Now Measure TV Ad Viewability in Real Time

MarketingTrendTracker Summary: New TV metrics offer real-time data about viewing rates, impressions and unduplicated reach.


Bellevue Washington-based TV ad tracking company iSpot.tv has rolled out a new set of metrics that offer brands real-time data on view rates, impressions and unduplicated reach for their ads. The service, which has tracked ad activity for three years, now provides data for national and local ads watched on TV screens whether they're ...

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... viewed live, time shifted or via VOD (video on demand) or OTT (delivered via the Internet).

Sean Muller, iSpot.tv founder and ceo, believes that "With all the changes in how audiences watch TV, more and more ads are becoming decoupled from the programs themselves, and a lot of brands and networks are starting to move towards audience-based buying."

"On top of that, digital has taught brands the power of being responsive with their media in general. So now, brands are really trying to become more responsive with television."

The company is utilising technology embedded in the firmware of ten million TV sets in the USA that detects any kind of content, including ads, on the screens.

iSpot.tv tags ads in its commercial catalogue using fingerprint technology, then tracks them on the screen with automatic content recognition [ACR], no matter what kind of device is connected to the television.

Read the original unabridged AdWeek.com article.

[Estimated timeframe:Q1 2016 Onward]

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=6815

US Marketing Body to Adopt Marketing Efficacy Measurement System

Trend Summary: After many months of research a US marketing body believes it can now measure brand value and predict movements in market share.


The measurement method, devised by the Marketing Accountability Standards Board [MASB hereon], is surprisingly simple and will enable marketing executives to experience the same boardroom credibility that finance and engineering executives have long enjoyed. Movements in MASB's Brand Choice metric were found in an 18-month study across ...

 

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... 100 packaged-goods and automotive brands.

The new measurement system is designed to correlate strongly with market share, as measured by AC Nielsen, with an 0.88 value where 1 indicates the strongest and zero the weakest correlation.

When tests were designed to strip out the effects of pricing and distribution differences, the correlation of Brand Choice with subsequent market share was even stronger, reaching a high of 0.94.

Says MASB chairman David Stewart, marketing professor at Loyola Marymount University in Los Angeles: "I'm actually very optimistic. I think we have now shown we have a metric. It's simple. It's easy to understand and it's highly predictive.

"We are now at the point where we can begin to contribute to the financial dialogue of the firm as well as the marketing dialogue."

Read the original unabridged AdAge.com article.

 

 

 

 

 

 

 

 

[Estimated timeframe:Q2 2015 onward]

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=6770

Marketers Demand Independent Measurement of Digital Media

Trend Summary: A survey of major US advertisers reveals that an overwhelming majority believe digital media owners’ inventory should be measured by a third party.


A recent survey conducted by America's Association of National Advertisers [ANA] found that a massive majority of its membership want digital media owners’ inventory to be measured by an independent third party. The need for such verification was underscored by an overwhelming ...

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... 97% of survey respondents.

These repsondents say they're not confident that their digital working media meets industry viewability standards. Moreover and perhaps more significantly, 61% of responding ANA members said they would shift their spending elsewhere if digital media owners did not provide independent measurement.

What riles these ANA members is the fact that some large media owners don't allow third-party measurement vendors to report viewable ad impressions to their clients.

Instead, they use internally derived metrics that haven't been independently verified.

Says ANA president/ceo Bob Liodice: “During a time of intense scrutiny on transparency and accountability, it’s vitally important that all digital media owners measure viewability by an independent third party, consistent with industry standards. That’s just ‘table stakes’ for digital advertising”.

Read the original unabridgedMediaPost.com article.

[Estimated timeframe:Q4 2015 onward]

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=6766

Outdoor Digital Advertising in UK Gets Smarter

Trend Summary: Out-of-home advertising in the UK has registered huge growth in 2015, prompting a rise in spend in the channel.


According to ad trade magazine Marketing Week, the evolution of out-of-home [OOH] advertising is set to continue throughout 2016, with the introduction of automated buying via a 10-digit code that enables automated trading of digital billboards between ...

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... media agencies and site owners.

According to the UK's marketing body for the industry, Outsmart (previously known as the Outdoor Media Centre) the 10-digit code allocator, named 'Space', will reduce the number of human input hours formerly devoted to OOH ad trading and planning.

Says Alan Brydon, Outsmart's ceo: “Instead of humans having to do hours [of work], machines can talk to each other and do the same work more quickly”.  

“In any business, if you can get the functional stuff out of the way, your talented people can spend more time doing what is important – having good ideas and working with customers to get better solutions.”

Another innovation announced this month is from Ocean Outdoor, which is gearing up to launch another trading system, The Loop Live, in 2016. This enables brands to buy OOH advertising by the number of ‘impacts’. Advertisers will be able to decide on the audience, time and locations and, using that data, Ocean’s system will optimise the campaign across screens.

The Outsmart system will be rolled-out to twenty double-sided digital screens in twelve locations in Birmingham's city centre, providing full-motion, real-time ad placements. They are also fitted with cameras and NFC [Near Field Communication] technology. The trading system will also be available for other Ocean Outdoor sites known as The Grid, which consists of eight digital screens in six cities.

Read the original unabridged MarketingWeek.com article.

[Estimated timeframe:Q4 2015 onward]

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

Source: MarketingWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6752

PepsiCo Hands Marketing Reins to InHouse Team

Trend Summary: A major multinational marketer has set a precedent that could revolutionise the global advertising industry.


In a bid to remain competitive in a crowded environment where cost cutting and value building are paramount, PepsiCo has axed its marketing procurement department, transferring full number crunching responsibilities for agency fees and other advertising costs to ...

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... it's in-house brand teams.

The move was first reported by ad-trade bible Advertising Age, which quoted a PepsiCo executive as saying it has a “procurement playbook” its marketers can dip into should they feel overwhelmed by the additional responsibilities.

While PepsiCo's move will undoubtedly result in redundancies, having procurement reallocated to its brand teams chimes with the soft drinks titan's wider efforts to create a leaner organisation.

Says a Pepsi spokesperson: "We continue to evolve our operating model to be more efficient and effective. These changes are made with careful consideration and are necessary for us to stay competitive while meeting the future needs of our business".

"Unfortunately, as a result of these changes, some positions have been impacted. These are never easy decisions but we are committed to supporting affected employees by offering severance packages and comprehensive career transition support.”

Read the original unabridged TheDrum.com article.

[Estimated timeframe:Q4 2015 onward]

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=6751

New Ad Viewability Tool Puts Publishers and Marketers on Level Footing

Trend Summary: Brands and agencies are jointly investigating ways in which ad transactions can be based on the same metrics.


Although the topic of ad viewability has gained a good deal of steam among marketers over the past few years, brands and publishers all too often grade their ads on different metrics. Now, however, ad measurement firm Integral Ad Science hopes to solve this problem with a new tool called Pub Expert which enables publishers and buyers to analyse viewability on individual ad units to determine ...

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... the best metric to use.

From which point, agencies and marketers can negotiate viewability and billing rates.

According to Integral Ad Science Ceo Scott Knoll: "What's happening today is the publisher and advertiser will come to an agreement on a certain percentage in-view or cost metrics for viewable impressions".

"Then the publishers will use their publisher/vendor data, and the marketer will say, 'I want to use my vendor.' There are often discrepancies when you're measuring from a first-party perspective and a publisher perspective."

However, Integral Ad Science's new tool measures publishers' desktop and mobile web ads, and the company plans to roll it out to mobile apps early next year.

Read the original unabridged AdWeek.com article.

[Estimated timeframe:Q4 2015 onward]

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=6743

Insight and Analytics Functions Set to Rule the Marketing Roost

Trend Summary: As data continues to pervade all areas of business, more is being expected of insight and analytics functions.  


The Insights 2020 study, a new survey of 10,000 companies in sixty nations conducted by WPP Group offshoot Millward Brown Vermeer in conjunction with the Market Research Society and trade publication Marketing Week, found that the most successful companies are those where research, data and analytics ...

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... drive customer-centric decision making across the entire business.

A higher than average percentage of companies classified in the study as ‘over-performing’ have an insight and analytics function that either leads the business strategy or reports directly to the Ceo.

A high percentage of survey respondents at these companies also characterise their insight leaders as having ‘business sense’ (75%), ‘whole-brain thinking’ (71%) and ‘storytelling’ (61%) as skills, while no more than half see each of these attributes in action at companies classified as ‘under-performing’.

According to Chris Clark, global head of marketing at HSBC, the skills needed by insights and analytics leaders are more complex than they used to be.

“You’ve got to have someone who is analytical and can lay out all the facts and figures, but the real genius is someone who can do that and also say ‘here’s what we think is actually happening to human beings.”

“The ability for us to be able to find stories in our insight and data makes a difference to how effective we are [as brands], whether we’re campaigning, designing new products or anything like that.”

This dual approach to interpreting data is also creating a new model for insight professionals with less traditional backgrounds and careers experience.

Read the original unabridged MarketingWeek.com article.

[Estimated timeframe:Q4 2015 onward]

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

Source: MarketingWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6740

US Advertisers Investigate Agency 'Rebate' Allegations

Trend Summary: US Marketing trade body probes allegations that ad agencies are pocketing media rebates intended for their clients.


The US Association of National Advertisers [ANA hereon] has retained two companies - K2 Intelligence and Ebiquity/FirmDecisions - to investigate allegations that some advertising agencies are pocketing cash rebates from media owners intended for clients of those agencies. According to the ANA, the probe is designed to “demystify” the ad-buying landscape and provide its members with perspective on ...

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... “non-transparent behaviour”.

Such behaviour includes rebates, barter arrangements, arbitrage and other agency practices and processes.

Marketers are also concerned that some agencies have covert agreements with media owners which reward agencies for spending more of their clients' money.

Specifically: If the agency chooses to direct more of its clients’ budgets to certain media, those agencies may receive, in return, cheaper ad rates, free ad space or even, on occasion, cash.

Summarises Jon MoellerProcter & Gamble's Chief Financial Officer: “We are strengthening marketing - greater reach, higher frequency, greater effectiveness, at less overall cost”.

Read the original unabridged WSJ.com article.

[Estimated timeframe:Q4 2015 onward]

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=6735

OnLine Adspend Predicted to Overtake TV by 2017

Trend Summary: The global growth in online advertising is now matched by the number of people shopping via their mobile devices.


A new report compiled by the Fédération Internationale de la Presse Périodique [FIPP], a worldwide magazine media association formerly known as the International Association of Periodical Publishers, predicts that total internet adspend worldwide will overtake the globe's advertising investment in traditional TV as early as ...

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... Q1 2017.

Global advertising revenues have grown by an average 5% year-on-year since the start of the recovery from the world financial crisis in 2010. Total global adspend is now tipped to reach $700bn (£450bn) by 2019 with digital, and in particular mobile, driving much of that growth.

Internet advertising is already the dominant advertising platform in Australia, Canada, China, Czech Republic, Denmark, Estonia, Finland, Germany, Hungary, Ireland, Netherlands, Norway, and Sweden, while the UK, France and the United Arab Emirates will join that list in 2015.

By 2017, says FIPP, global growth in internet advertising will reach a critical mass, when the medium will overtake TV as the number one advertising category in terms of global adspend.

Search will continue to comprise the largest single component of internet advertising until 2019 (the end of the forecast period), followed by display and mobile.

Video is also a fast-growing category in most major world markets, while Online TV and video advertising revenues will reach multi-billion dollar levels by 2017.

Read the original unabridged MobileMarketingMagazine.com article.

[Estimated timeframe:Q3 2015 onward]

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

Source: MobileMarketingMagazine.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6678



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