141 Marketing Trends found for Marketing Effectiveness / Return on investment


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US Marketers Switch Ad Budgets from TV to Digital Video

Trend Summary: A majority of US marketing and media buying professionals plan to move funds out of TV in favour of digital video advertising.


According to the Interactive Advertising Bureau's third annual Video Ad Spend study, which surveyed 360 marketing and media-buying professionals, of those respondents who said they're increasing their spending on digital video, 41% said they would switch their budgets from cable TV advertising, while 47% said ...

[Estimated timeframe:Q2 2016]

... it would come out of broadcast TV spending.

Over the past twelve months, social news and entertainment company BuzzFeed has increased its audience from circa 2.8 billion monthly views to more than 7 billion.

Moreover, some 75% of BuzzFeed's content is consumed outside its own platform, including 21% on Snapchat and 14% on YouTube.

Buzzfeed's biggest boost, however, comes from Facebook, which contributes more than 33% of BuzzFeed's views. That's even more than the latter's own platforms, which account for just 23% of overall views.

Meantime online video giant Hulu's subscriber base has grown more than 30% from 2015 and is projected to reach twelve million US subscribers by the end of May 2016.

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=6892

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

Programmatic Ads Yield Better But Costlier Results

Trend Summary: The rise in programmatic media buying and publishing continues to inflate the cost of advertising,


According to a GroupM study released yesterday, although programmatic buying and selling of media delivers much stronger results, every layer of data added may create more cost, sometimes ...

[Estimated timeframe:Q2 2016]

... significantly.

Comments GroupM futures director Adam Smith: "There's been an assumption that more data is better, but now there's a realisation that quality is better. Excess becomes difficult to manage."

He adds that programmatic is far removed from the way advertisers buy traditional media, the latter largely being a commission-driven business.

GroupM's Interaction 2016 report is based on data from nineteen nations that GroupM supports. It questions and attempts to shed light on the “effectiveness of these investments,” citing “fraud, viewability and measurement” issues.

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=6884

UK Ad Industry Boosts Nation's Export Growth

Trend Summary: The UK Advertising Association predicts an increase in advertising’s £4.7bn contribution to national exports.


A new report from UK advertising industry think tank Credos foresees a significant increase in advertising growth, contributing to national exports of 54% over ... 

[Estimated timeframe:Q2 2016]

... the coming five years.

The UK’s current balance of payments for advertising-related services (the difference between exports and imports) is the highest in Europe at £1.6bn, second globally only to the USA (£2.7bn) and five times the French figure (£327m).

According to figures recently released by the UK government's Department for Culture, Media & Sport, the majority of UK advertising services are exported to Europe [61%], followed by North America [27%] and Asia [11%].

Says James Murphy, chairman of the UK Advertising Association: “It’s time UK advertising was recognised as a massive export success. The new data is proof that world-beating talent, award-winning creativity, digital leadership and a gold-standard self-regulatory model have built UK advertising into an exporting powerhouse that will continue to deliver for the economy.”

Read the original unabridged Adassoc.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: AdAssoc.org
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6883

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

Google Woos Marketers With Ad Analytics Suite

Trend Summary: Google has unveiled the beta launch of Google Analytics 360 Suite, designed specifically for marketers at large companies.


The search mammoth's latest dollar spinner, a set of integrated data and marketing analytics tools, is directed specifically at marketers in large companies, especially those that need to transition their practice to facilitate consumers ...

[Estimated timeframe:Q1 2016]

... multi-screen media consumption.

Google's latest magic bullet is a new suite of products that claim to enable marketers to view the entirety of their customers' path to purchase.

The suite will also develop audience insights, enable a systematic company-wide approach to marketing activity via integration, with a host of its other tools such as AdWords, DoubleClick and third party platforms, enabling marketers to take immediate action and drive business impact.

The newly combined launch melds earlier Google products such as Google Analytics Premium and its attribution service Adometry.

Hypes Paul Muret, Goofle's VP of Analytics, Display, and Video Products: “Sophisticated marketers who use analytics platforms are three times more likely to outperform their peers in achieving revenue goals".

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=6856

'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

Millennial Entrepreneurs Drive Global Growth

Trend Summary: A generation of Millennial entrepreneurs is leading the way to worldwide business prosperity.


According to a new report released today by HSBC Private Bank, the background of entrepreneurial Millennials is as diverse as the businesses they run. Moreover, their personal motivations can often exert a significant influence on the ...

[Estimated timeframe:Q1 2016]

... social, cultural and generational contexts in which they develop their business ventures.

Personal motivation is the major factor driving the success of entrepreneurs and whatever inspires them to create their enterprises is an indicator of their approach to business and likelihood of future success.

The HSBC report divides the population of entrepreneurs into four groups: Game Changers, Pathfinders, Trailblazers and Lifestylers.

Of these groups 'Pathfinders' is the largest, accounting for 40% of the global population of entrepreneurs, whose key characteristic is the steady building of businesses.

'Game Changers' account for just 18% of the population, although it is the most likely group to become serial entrepreneurs and to grow larger enterprises.

Across all profiles, 64% of entrepreneurs believe it is their duty to have a positive social and economic impact on society and 74% gave to good causes during the preceding year.

Moreover, one third of business owners contribute to society by taking an unpaid role in the community or donating time or expertise to social causes.

Read the original unabridged HSBCPrivateBank.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: HSBCPrivateBank.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6852

US Consumers Obsessed by Smartphone Viewing

Trend Summary: A new study released today confirms that Americans have become a nation of phone-obsessed multi-taskers.


According to New York headquartered professional services firm Deloitte, US consumers are looking at their smartphones eight billion times daily, increasingly doing so whilst engaged in other activities such as watching TV, shopping and even when they are ...

[Estimated timeframe:Q1 2016]

... talking to friends and family.

The fifth edition of Deloitte's Global Mobile Consumer Survey 2015 uncovers many other findings of interest to marketers, among them American behavioural trends and the general lifestyle shifts associated with the soaring usage of mobile devices.

Deloitte also notes that "unprecedented levels" of multi-tasking whilst interacting with mobile devices has led to consumers being "more distracted than ever before".

The study reveals, for example, that more than one-third of all consumers use their smartphones without the prompt of an incoming message or alert.

Contrary to common beliefs, however, the youngest demographic [18-24 years] doesn't indicate high levels of mobile phone usage while watching TV "at least occasionally". The latter behavoural pattern is primarily attributed to those in the 25-34 age group.

Read the original unabridged Deloitte.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: Deloitte.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6848

Content Marketing Set to Boom in UK

Trend Summary: 'Content Marketing', hitherto a technique largely regarded as peripheral by marketers, is set to blossom in the UK.


There are more companies in the UK providing advertising, marketing and PR services, than in all other industries combined. In the light of this, social media platforms have become increasingly important over the last few years, with a notable increase in the use of ...

[Estimated timeframe:Q1 2016]

... comtent marketing tactics during 2015.

Content marketing is defined as marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers.

It is also defined as a strategic marketing approach, focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience.

And, of course, ultimately to drive profitable customer action.

Social media platforms have become increasingly important over the last few years, with a notable increase in the use of Twitter, LinkedIn, and YouTube within content marketing tactics during 2015.

Used correctly, content marketing across these various platforms can reward an organisation with an increase in sales, engagement, and brand awareness.

Read the orignal unabridged TalkBusiness Magazine 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: TalkBusinessMagazine
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6847



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