122 Marketing Trends found for Media / Convergence

...  well armed.

According to the IAB the direct-brand revolution is starting, and it might not be pretty for the media industy's largeest  incumbent players.

At this week's IAB introductory event, 'The Direct Brand Economy', speakers focused on fast-emerging disruptor brands such as Quip, Casper and Hubble, digitally born companies that see everything from data and dashboards to traditional advertising and podcasts to partnerships with brick-and-mortar retailers.

Direct brands, notes the IAB,  represent a new marketing segment with theoretically unlimited ad budgets — since the more products these companies sell, the more ads they want to buy, creating big opportunities for media sellers.

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.

... advertisers target audiences on other websites.

Until now the ad business hasn’t been a top priority for Amazon. However, under the baton of Seth Dallaire, Amazon’s vice president of global ad sales, the company is more aggressively courting ad buyers.

Those advertisers and the holding companies that guard their billion-dollar budgets are taking note and working with Mr Dallaire’s team to find new ways to spend with the coveted e-commerce giant.

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.

... digital marketing and advertising services in the Asia Pacific region.

This trend has seen traditional ad agency businesses experiencing  major disruption over the past couple of years, as management consultancies, technology firms and publishers have started to offer digital marketing and advertising services to their clients, either by acquiring creative and digital shops or setting up a dedicated advertising arm. 

Apparently these major consultancies are surprisingly shy when quizzed about this trend - among them EY, KPMG, Deloitte, Accenture and Boston Consulting Group.

Less coy about sharing their thoughts on the subject, however, were McKinsey, PwC, IBM, Bloomberg and The New York Times.

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.

... professional services network periods over the last two years bar one.

In Q1 2017 there were 255 deals totaling $10.4bn, whereas in Q2 2016 there were 192 deals with a total value of $48.9bn, compared with Q2 2015 with 225 deals totaling $75.9bn.

In the the second quarter of 2017, there were five deals of more than $1bn. The largest - Sinclair Broadcast Group - announced the purchase of Tribune Media for $3.8bn. Sinclair's stated aim is to create an even bigger leader when it comes to the number of TV stations owned by one company.

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.

... the contents of emails into web pages with a unique address. 

Enthuses Nick Drewe, founder of Publishthis.email: "Users shouldn't have to worry about web hosting, learning HTML, or even registering an account with a website building service just to create a web page."

Mr Drew's stated goal is to “tear down the technical barriers to publishing content online for the next three billion tranche of internet users.”

The service has already attracted users in one hundred nations, with pages in multiple languages including English, Chinese, Spanish, Russian and Arabic.

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.

... silo-ed channel execution.

According to Nick Keating, director EMEA, BounceX, there are essential differences between personalisation and 'People-Based Marketing'.

Consumer behaviour outpaces technology, Keating believes. With no way of uniquely identifying consumers throughout their buying journey, retailers are being left out of the loop as they continue to market to anonymous shoppers with blanketed offers.

However, the next generation of marketing technology is changing the game.

From analysing consumer behaviours, identifying purchase intent, and identifying previously anonymous visitors, to customised digital experiences and sophisticated behavioural profiling, people-based marketing is set to transform the timing, relevance and value of customer interactions.

Read the original unabridged Talk-business.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.

... procurement.

There were 179 respondents to the survey, including a number of senior marketers.

Survey participants were asked to score advertiser performance on the perceived key areas, ranging on a scale of one to five, where five is "outstanding" and one is "unacceptable".

On average, advertisers received a score of three or less in the above areas.

When broken down, advertiser respondents (representing companies with combined annual media budgets of more than £17bn), scored themselves an average of 7% higher on these questions than their agency counterparts.

However, agency respondents claimed that this merely reflects a lack of knowledge on the client-side.

One agency survey participant sourly observed:"Capability levels in advertisers are at an all-time low. Desperately needs an injection of smart agency thinkers".

Read the original unabridged Campaignlive.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.

... relevant than ever before as Fox and its rivals aggressively seek ways to reinvent TV advertising.

Fox bought TrueX for $200m in February 2015, a period when ad-skipping DVRs were already an institution, ad-free rivals like Netflix were growing fast, traditional TV ratings were falling and online video was beset by ad blocking and ad fraud.

TrueX's engagement ads - which allow streaming-video viewers to interact with a commercial in exchange for fewer or zero ads after that - weren't necessarily revolutionary on their own. But Truex brought to Fox a group of people and a culture that is currently jump-starting efforts to fix TV advertising.

Fox subsequently tapped several TrueX executives to help usher in ad innovation, including TrueX co-founder Joe Marchese, who was quickly named to the newly created role of president of advanced advertising products.

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.

... procurement-based.

The study, conducted by London headquartered media consultantancy ID Comms, also found that both groups (between them accounting for 79% of the survey's respondents) are convinced that such an approach is wrong and that media decisions should be based on strategic marketing factors, not just costs.

The study is based on answers from 178 marketing, media and procurement professionals around the world, primarily from Europe (74%) and the USA (18%).

The brands surveyed spend more than $22bn on global advertising annually, while the agency respondents came from all the major holding groups and independents.

Overall, 97% of respondents strongly agreed that “advertisers who take a more strategic and thoughtful approach to media will deliver a stronger marketing performance.”

Ninety-two percent of the agency respondents also felt that way, as as did 81% of the advertisers polled.

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.

...  "is the best outcome marketers could have hoped for in the industry".

The acquisition puts AOL on solid ground as the third platform CMOs must take seriously in the wake of Google and Facebook.

However, rivaling Facebook and Google is no easy task. Effectively integrating the myriad businesses into a single Verizon entity will be vital.

The deal's benefits to both Yahoo/AOL and the global advertising industry are legion. Speaking to MediaPost's Jay Friedman, Goodway Group's COO explained to Real-Time Daily via email: “This is the best outcome marketers could have hoped for in the industry. This acquisition puts AOL on solid ground as the third platform CMOs must take a meeting with behind Google and Facebook".

Verizon intends to compete with Google and Facebook in an industry where “scale is imperative.” And scale is the name of the game given that Yahoo brings with it an audience of one billion active worldwide users - including 600 million active mobile users, a host of influential consumer brand partnerships, a powerful programmatic advertising and data platform and a robust editorial team.

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.