141 Marketing Trends found for Marketing Effectiveness / Return on investment


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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 ...

[Estimated timeframe:Q4 2015 - 2019]

... 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.


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 ...

[Estimated timeframe:Q3 2015 onward]

... 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.


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

Windows 10 Heralds New Multi-Media Dawn for Marketers

Trend Summary: The recent launch of Microsoft Windows 10 will, it is predicted, have a profound effect on marketing.


Despite widespread sceptisism within the marketing fraternity, Microsoft's latest offering, Windows 10 is less an evolution and more a revolution, enabling marketers to embrace a new world where virtually all media is digital, creating new advertising ideas around these contexts irrespective of whether ...

[Estimated timeframe:Q3 2015 onward]

... the contexts are a smartphone, a tablet, a PC or TV.

According to AdAge scribe Tom Goodwin: "Windows 10 is a software platform designed to pull content from anywhere onto everything. It's about a single app store with apps that work on every screen. It's about responsive design, where everything is optimised to the user's context."

"In short, it's about a philosophy of thinking about devices as relatively dumb screens through which we pull optimised content - it's a world of thinking of media (or the devices we use to consume it) as a context, not as a channel." 

In Mr Goodwin's view: "This can have profound effect on marketing. Instead of looking at the world in terms of devices and aligning budgets and ads around specific devices - whether it's a smartphone, tablet or TV - marketers can now start to embrace this new world where virtually all media is digital, and start creating ideas around these new contexts for advertising."

Read the original unabridged AdAge.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: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6691

YouTube Uptake Threatens TV in USA

Trend Summary: Several major US advertisers and analysts say that YouTube is now a viable alternative to TV. Tomorrow the world?


Over $45bn in market value was wiped out across seven US media companies last week, triggered by investors' concern about the future health of America's TV ecosystem. For decades, TV was sacrosanct for agencies and advertisers who saw the medium as the most cost-effective way to reach millions of consumers simultaneously. But with younger viewers decamping in droves to ...

[Estimated timeframe:Q3 2015 onward]

... newer, cheaper and often ad-free digital platforms, TV’s grip on US adverting budgets has loosened.

An increasing number of advertisers, agencies and analysts believe that YouTube, acquired by Google back in October 2006, is now a viable alternative to TV.

Google is enthusiastically cashing-in on this trend, given that it's video offshoot has (arguably) been the most aggressive in creating an urgent, TV-like ad market designed to sell a finite amount of ad time.

Essentially, YouTube sets aside its most desirable video content, makes it available for marketers to sponsor, and if they don’t buy in quickly, they’ll be shut-out. At least, that’s the dynamic YouTube is looking to create.

According to John SwiftOmnicom Media Group’s chief executive of North American investment: “We are organised around buying premium video, and Google Preferred has now moved into that category with Hulu and full-episode TV content.”

“There has been an increase in client demand”, Swift added.

Read the original unabridged BlogsWSJ.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: BlogsWSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6690

The Rise and Rise of Programmatic Ad Technology

Trend Summary: US publishers adoption of programmatic ad technologies now accounts for almost half of their total ad revenues.


According to AdExchanger Research, an advisor on data-driven marketing, American publishers are enthusiastically adopting programmatic ad technologies, with nearly one-in-four (24.8%) of publishers responding to the company's recent survey reporting that the technology now accounts for at least  ...

[Estimated timeframe:Q3 2015 onward]

... 40% of publishers total current ad revenues.

In 2014, 16.5% of publishers said programmatic accounted for at least 40% of their advertising revenues, while by 2016 more than one-third (36.2%) say they expect to reach that mark.

The report, commissioned by AdExchanger Research [AER hereon], a provider of news, analysis and events dedicated to the data-driven marketing space, is based on an online survey conducted in March 2015.

A total of 812 marketers responded to the survey, with respondents comprising 90 marketers, 134 agency representatives, 187 publisher representatives and 401 technology provider representatives.

AdExchanger Research also conducted ten interviews with publishers.

Says Catherine Oddenino, an analyst at AER and author of the report: “Programmatic is no longer just a way to sell remnant inventory - it is proving to be an effective monetisation method for publishers as well. As we look toward the future, we will finally see revenues start to catch up with inventory.”

She added: "Premium publishers are going to continue to put as much inventory into the private marketplaces as possible. I believe premium publishers will allocate most of their programmatic desktop inventory to [private marketplaces] and programmatic guaranteed by the end of next year.”

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=6689

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 ...

[Estimated timeframe:Q3 2015 onward]

... 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.


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

Advertisers Up YouTube Spend by 40%

Trend Summary: YouTube advertisers have increased dramatically over the past year as big brands seek to embrace millennial consumers.


According to Ruth Porat, Google's recently apointed chief financial officer, video advertising on YouTube in 2015 to date by the top 100 US brands (as ranked by Omnicom Group's Interbranconsultancy) have already spent ... 

[Estimated timeframe:Q3 2015 onward]

... 60% more than last year.

Google-owned YouTube doesn't disclose revenue figures but the available data indicate the extent to which Larry, Sergey and Eric's nice little earner has benefited from the current explosion in demand for digital video advertising, thanks to the time now spent on the site by millennials (adland speak for the 18-34 age group).

Tara Walpert Levy, Google's managing director of agency solutions, said the company had been in “hurry up and wait mode” until it finally saw a “sudden boom in one year”.

Moreover, according to Ms Walpert, advertisers are aware that young YouTube creators are fast becoming mainstream celebrities, thanks to their own TV shows and lucrative publishing deals.

YouTube has also created a measurement system in partnership with Nielsen and ComScore, to enable marketers to compare the medium's effectiveness with TV advertising.

Growth in the amount of time spent watching YouTube videos has also accelerated, recording a 60% year-on-year increase.

Moreover, the average viewing session via mobile now lasts for more than forty minutes.

Read the original unabridged FT.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: FT.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6676

America's Major Marketers Spend Smarter

Trend Summary: Smarter spending by America's blue-chip marketers is reportedly delivering more bang for their billions of bucks.


According to Ad Age's analysis of data provided by WPP's Kantar Media, total US ad spending in 2014 (including both measured and unmeasured media) by the nation's 200 leading national advertisers [LNA hereon] rose by a ...

[Estimated timeframe:Q3 2015 onward]

... meagre 2.0% in 2014.

The reality, however, is not that LNA marketers are pulling back. Instead they are spending smarter, doubling down on digital and excising unnecessary costs from their marketing budgets.

The LNA elite reduced measured media spending by 1.8% in 2014, with cuts in every major medium except broadcast network TV and cable TV networks.

Conversely, the top 200 boosted unmeasured spending by a muscular 6.5%. The 'unmeasured' category includes various digital plays (mobile, online video, search marketing, unmeasured forms of social media) plus promotions, experiential marketing and direct marketing.

Total 2014 adspend by the 200 LNA increased in twelve of the fifteen largest categories.

Marketers with the biggest upspend were: travel (+ 14.5%), apparel (+9.8%), entertainment/media (+5.2%) and pharmaceuticals (+5.0%).

On the downside, spending fell in food (-4.1%), technology (-3.5%) and personal care (-2.2%).

Read the original unabridged AdAge.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: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6673

The Rise and Rise of Content Marketing

Trend Summary: So-called 'content marketing' continues to grow steadily across the globe, notably among millennial and Gen-X consumers.


PQ Medianomics [PQM hereon], a US-domiciled specialist in global media econometrics and research into emerging media, reports that content marketing revenues worldwide grew 14.4% in the first quarter of 2015, following a 13.3% rise in 2014 to $26.7bn. This is attributed by PQM to higher business-to-business and business-to-consumer content. Content marketing is defined as any marketing that ...

[Estimated timeframe:Q3 2015 - Q4 2019 ]

...  involves the creation and sharing of media and publishing content in order to acquire and retain customers.

The survey, which tracks all branded content - including digital videos, apps, games, mobile content, print, research, social media and special events - predicts that content marketing is likely to more than double by 2019, increasing worldwide by a 15.4% compound annual growth rate to $54.25bn.

Moreover, business-to-consumer marketing will increase its share in the coming years versus business-to-business marketing - growing to a 49.5% share in 2019 - up from a 47.3% share in 2014.

PQM's econometric system utilises algorithmic models, data collection techniques and analytical approaches to track, analyse and forecast spending growth, consumption and trends across all fifteen digital media platforms and 50-plus different channels and categories of the global media, entertainment and communications industries.

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=6669

US Marketers Demand More Bang for Their Bucks

Trend Summary: The 'Leading National Advertisers' report reveals how blue-chip US marketers vie to get more bang for their bucks.


The report, published annually by adtrade bible Advertising Age, reveals how leading national advertisers [LNA hereon] are getting more bang for their billions of bucks by doubling down on digital and taking unnecessary costs out of marketing. Although adspend growth rate grew by $137.8bn in 2014, this was the lowest growth rate since ...

[Estimated timeframe:Q3 2015 onward]

... the ad-market recovery in 2010.

In 2014 America's two hundred top-spending advertisers reduced their measured-media spend by 1.8%, with cuts in every major medium except broadcast network TV and cable TV.

Among the 200 LNA, the measured medium showing the sharpest decline is likely to raise more than a few adland eybrows: The top 200's spending on internet display advertising last year sagged by 13.3%.

However, the 200 LNA boosted spending on other forms of marketing by 6.5% in 2014.

The AdAge report refers to spending on other forms of marketing as 'unmeasured spending', referring to the difference between measured-media spending figures and a company's total US advertising and promotion outlays.

Total spending consists of expenditure in measured-media (calculated by WPP Group's Kantar Media) for eighteen types of traditional media, plus internet display spending) and Ad Age Datacenter's estimate of unmeasured spending (including digital formats such as search marketing, online video, mobile, unmeasured forms of social media -- and promotion, experiential marketing and direct marketing.

Read the orginal unabridged AdAge.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: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6665



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