139 Marketing Trends found for Marketing Effectiveness / Return on investment


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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 ...

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... 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.

[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: 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 ... 

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... 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.

[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: 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 ...

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... 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.

[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: 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 ...

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... 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.

[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=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 ...

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... 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.

[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=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 ...

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... 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.

[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: 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 ...

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... 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.

[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: 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 ...

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... 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.

[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: TalkBusinessMagazine
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6847

Hybrid Cloud is Ready for Takeoff

Trend Summary: Demand for the so-called hybrid cloud is growing at a compound rate of 27%, far outstripping growth of the overall IT market.


According to India-headquartered research firm MarketsandMarkets, the world's second largest publisher of annually updated premium market research reports, adoption of the Hybrid Cloud is motivated by the need for improved collaboration, greater flexibility and efficiency. The term 'Hybrid Cloud' refers to an integrated cloud service that utilises both private and public clouds in order to ...

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... perform distinct functions within the same organisation.

Says Gartner Inc’s Ed Anderson: “I start to think of a multi cloud environment as a foundation for a next wave of applications.” He envisions mashups of cloud-based analytics with customer data or data collected by sensors embedded in machines and other objects".

CIOs worldwide are demanding a way to combine the best of the cloud with their own localised data centres. Few companies or organisations are willing or able to move all of their IT to the public cloud, yet most of them are eager to move past the anachronism of the isolated, on-premise data centre.

Says Ted Ross, CIO of the City of Los Angeles: “We are actively working on our hybrid cloud architecture. It is a high priority for us”.

Benefits include the ability to “virtualise” more hardware by substituting it with less expensive and more versatile software", according to Mr Ross, who leads a group of about 500 people. He also sees value in being able to shift workloads among public and private clouds and city data centres, based on the nature of the task.

MarketsandMarkets says it expects the hybrid cloud market to reach $85bn in revenues by 2019, up from $25bn in 2014, a compound annual growth rate of circa 27%.

Read the original unabridged WSJ.com article.

[Estimated timeframe:Q4 2015 - 2019]

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=6734

Google Trials Video Ad Search Results

Trend Summary: Google is currently trialling promoted video ads in its search results, a format likely to boost the search giant's already sky-high revenues.


The search video ads are currently undergoing a limited test, the results of which have reportedly triggered discussions between Google and the ad industry. According to leading transatlantic media publication and events company DigiDay, the video ad format appears to be the next evolutionary step in Google's search advertising business, which initially started as simple links to advertisers' sites but now increasingly includes ...

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... photos and other media formats. 

According to one (unnamed) digital marketing executive: “What used to be narrowly defined as search is being turned on its head. Google is finally getting away from just having three lines of text. Video ads have virtually taken over mobile, while Facebook is reportedly thinking about how best to integrate video ads into search.”

Google isn’t alone in testing promoted videos in results. Yahoo and Bing are also experimenting with the format. The latter has already started to sell promoted videos which it calls “Rich Ads.”

"In sum", says the aforementioned anonymous marketing executive: “What used to be narrowly defined as search is being turned on its head. Google is finally getting away from just having three lines of text. Video ads have taken over mobile. Facebook and Google are thinking about how to integrate them into search, while Yahoo is able to take more risks. They have less inventory, so they have to be more willing to innovate.”

Read the original unabridged DigiDay.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: DigiDay.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6699



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