122 Marketing Trends found for Media / Convergence


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APAC Nations Set to Overtake USA in Digital Ad Market

Trend Summary: Digital adspend in the Asia-Pacific region will rise 18.2% this year, almost doubling North America's predicted 9.6% growth.


According to the latest Advertising Forecast from research and consulting firm Strategy Analytics, digital adspend in the Asia-Pacific region will grow by 18.2% in 2016 to $59.7 billion, whereas North America will rise by just ...

[Estimated timeframe:Q3 2016]

... 9.6% to $59.5bn. 

Strategy Analytics attributes this increase to a major uplift in digital adspend by China this year, enabling the APAC region to overtake the USA.

The report also predicts that over the next five years the APAC digital market will be worth 33% more than the USA .

Moreover, it's not only China that’s helping cement APAC as the biggest digital market. The region constitutes half of the six biggest ad markets globally with China the second largest digital ad market, Japan fourth and Korea sixth.

Comments Michael Goodman, Strategy Analytics’ digital media director: "It’s a case of scale. Advertising is about 'eyeballs' and the sheer scale of the Chinese market, along with India and Indonesia, is why Asia-Pacific will overtake North America this year, despite underlying economic weakness in some economies. Millions just can’t compete with billions.”

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=6931

Media Insights Giant Nielsen Unveils Comparable Metrics Data
Trend Summary: In a move that many marketers and media agencies might think overdue, Nlelsen has released its first Comparable Metrics Report.

Multinational information and measurement company Nielsen has published its first Comparable Metrics Report [CMR] which reveals how many adult consumers access a given platform or content type in an average week; how often these consumers access that content and how much time they spend engaging with ...

[Estimated timeframe:Q4 2015 onward]

 ... that content.

The CMR was revealed in Nielsen’s first-quarter 2015 report as part of its Total Audience Report, which examines long-term quarter-by-quarter comparisons of different media platforms.

Nielsen measures its total usage of these platforms among adults by age, race and ethnicity. It also breaks out digital measurement into video, streaming audio, and social networking.

TV connected devices yield a 97 million reach - 40.4% of the population for US adults aged 18 and over; 2.9 days/week and 174 minutes/day of usage; and 202 minutes/adult per week.

Read the original unabridged Media Daily News Report.


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=6783

Show Biz and Fashion to Meld Music and Sport With 'Internet of Things'

Trend Summary: One of the world's largest entertainment companies plans to harness the Internet of Things to connect its performers and brands with fans.


WME/IMG, an American talent agency with offices in Beverly Hills, has announced a joint venture with Swiss tech company AGT International that will pave the way for a social platform that enables performers at concerts, fashion shows and sporting events to view in real time what's working and ...

[Estimated timeframe:Q4 2015 onward]

... what's not.

The partnership could have big potential for brands and sponsors who want to build apps for engaging audiences and performers before, during or after an event.

Enthuses AGT International ceo Mati Kochavi: "This exciting new venture is centred on the consumer experience, creating a true social IoT.

WME/IMG, founded in April 2009, after the merger of the William Morris Agency and the Endeavor Agency, represents artists across all media platforms, among them films, TV, music, theatre, digital and publishing. 

Details about the joint venture are still in the works (it won't be rolled out until sometime next year) but the companies envisage brands and sponsors using so-called Deep Web social analytics and platform-agnostic technology to engage with fans and consumers about events.

Hypothetically, this could allow event sports-stadium attendees using a custom app to see which queues for the toilets or concessions are the shortest. It could also allow bands to see where and when in a concert the energy drags. It could enable designers to gauge which fashion lines created most excitement, or an audience to learn how models feel while walking down a runway.

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=6737

Marketers Increase Adspend on 'Connected TV'

Trend Summary: Advertising via connected TV (TV sets offering online connectivity) is forecast to increase in 2015 and beyond.


Adspend on connected TV is set to increase during the next twelve months, with almost half of current connected advertisers saying they plan to allocate additional funds to the medium in the coming year, according to the ANA/BrightLine 2015 survey report titled ...

[Estimated timeframe:Q3 2015]

... 'The Connected TV Opportunity'

The term 'Connected TV' refers to a television device that is also connected to the internet. This includes smart TVs, where the connection is in-built, or any over-the-top (OTT) device/box such as Amazon Fire TV, Android TV, Apple TV, PlayStation, Roku and Xbox.

More than half of all US homes (56%) now have a connected TV device, as TV programmers and web publishers are increasingly launching their content to connected TV. Viewing on OTT streaming devices grew 380% year-on-year during the first quarter of 2015.

According to Bob Liodice, president/ceo of the US Association of National Advertisers: "Connected TV is a great opportunity for the television advertising industry, as it leverages current consumer viewing behavior and provides digital-like targeting. But measurement issues need to be addressed to optimise future growth."

Read the original unabridged ANA.net 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: ANA.Net
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6708

Google Brings the Internet of Things Into the Home

Trend Summary: A new Google protocol stakes the internet giant's claim to the long awaited and much hyped Internet of Things.


In what is arguably the Mountain View giant's next step towards mastery of the cyber universe, Google has unveiled a protocol designed to connect every-day devices to the internet. Google's wireless OnHub, which visually resembles Amazon's Echo, communicates with an app on compatible devices and continually improves its own performance. Other than visual similarities, however ...

[Estimated timeframe:Q3 2015 onward]

... the two devices have little in common.

The OnHub design (see the dark blue vase shaped object on the right of the picture) replaces the usual flashing gizmos with internal antennas and signals designed to encourage consumers to keep the device on display where it performs best, rather than hiden away behind the furniture.

An app, compatible with both iOS and Android systems, tells the owner how many devices are connected to OnHub and the speeds they get. During the setup process, the router searches the airwaves and selects the best channel for the fastest connection. An antenna design and smart software work in the background, automatically adjusting OnHub to avoid interference and keep the network running at peak performance.

Accoding to Trond Wuellner, group product manager at Google, users can prioritise the device, so that the most important activity - for example streaming a favourite show - gets the fastest speed.

OnHub will become one of many hardware devices that consumers will see from Google, either by partnerships with other companies or by acquisitions as it extends its network of Internet of Things devices.

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=6697

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

Are Marketers Sleepwalking into the Hands of Tech Monopolies?

Trend Summary: Current uncertainty of change is driving major ad-tech firms and agency holding companies into acquisitions and mergers.


According to Ryan Kangisser, head of digital at tech media advisory business MediaSense, this trend is symptomatic of a market capitalising on growth, whilst also protecting itself from the uncertainty of change. Sir Martin Sorrell, founder and ceo of WPP Group, describes the trend as "self-preservation" citing ...

[Estimated timeframe:Q3 2015 onward]

... WPP's recent investments in ad tech pioneers Vice, AppNexus and Refinery29.

Despite the rise of the chief information officer and chief technology officer positions, particularly in the US, many clientside companies have failed to pay sufficient attention to the strategic importance of technology in marketing communications.

Instead these companies abrogate responsibility to the powerful tech giants and holding companies.

In so doing, argues Mr Kangisser, they unknowingly empower "partners" who don't always have their best interests at heart and from whom they will be unable to extricate themselves in the future.

Kangisser warns that such companies "are sleepwalking into the fold of wolves in sheep's clothing", although regulators have recognised this trend and are considering preventative action. However, agreeing and implimenting remedial action will take time, something clients don't have in this fast-moving ecosystem.

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=6688

Media Agencies Urged to Return to Glory Days of Don Draper

Marketing Trends Summary: Over the past six months at least twenty major US advertisers have called reviews of their media agencies, with a total of $25bn up for grabs.


Some observers assume that this trend is primarily driven by cost-cutting, while others believe it reflects transparency issues, and others suggest that it's a kind of Rorschach inkblot test. According to one senior media agency executive responsible for driving change and innovation at a major media shop, the trend signals that its clients are  ... 

[Estimated timeframe:Q2 2015 onward]

... facing the most profound, rapid changes they've ever known, despite which their agencies are blithely ignoring clients' needs and relying on their past performance.

However, not all media shops are similarly blinkered.

According to one senior media agency executive: "Our role as media agencies should become more ambitious - to move from helping our clients buy media to helping them solve business problems; to shift from facing the industry to facing real people; to become stewards through the uncertainty; to know what is changing and what is staying the same; and to unleash the power of new technology to transform our clients' businesses."

"Things have never been so fast before, but will never be so slow again -- from changing TV viewing habits, to apps that explode and die in weeks, to real-time marketing."

"Clients want to know what's next, what is dead, what is changing, and even more importantly, what isn't and how can they test and learn to maximise what they have learned and reduce risk.

"This calls for agencies to operate in a fundamentally different way - to keep their finger on the pulse, be agile and ready to change. Agencies need to be structured differently, to operate with an entrepreneurial culture and to employ new talent to keep a view on what lies ahead."

Which, of course, harks back in time to the Don Draper era when ad agencies handled every aspect of their client's accounts, from strategy planning and creative through to media evaluation and buying. 

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=6642

Internet of Things Set to Hit $1.7 Trillion by 2020

Trend Summary: The 'Internet of Things' market is forecast to grow globally to $1.7 trillion by 2020, up from $655.8bn in 2014.


Global IT and research giant International Data Corporation [IDC] predicts that, as more devices come online and a plethora of platforms and services mushroom around them, the number of “IoT Endpoints” (connected devices such as cars, refrigerators and everything in between) will grow from $10.3bn in 2014 to more than ...

[Estimated timeframe:Q2 2015 - Q4 2020]

... $29.5 billion in 2020.

According to IDC, devices, connectivity and IT services are expected to account for the majority of the global IoT market in 2020, with devices alone generating 31.8% of the total.

Purpose-built platforms, storage, security, application software and “as a service” offerings are expected to capture a greater percentage of revenue as the market matures.

As the IoT ecosystem continues to grow, companies will increasingly look to platforms and services that help them manage and analyse the streams of data coming from connected cars, thermostats and smartwatches.

This is likely to create a whole new ball-game for companies' Chief Information Officers as firms seek new ways to process and analyse data from multiple sources in real time.

Predicts Vernon Turner, IDC’s research fellow for the Internet of Things: "In China, a large and growing population using mobile devices, alongside a push to make manufacturing practices more efficient, may spur a significant number of new devices and IoT standards, while well networked countries like South Korea and Singapore may also ramp up smart city initiatives.

Read the original unabridged Blogs.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: Blogs.wsj.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6636

TV to Emulate Online With Targeted Ads

Trend Summary: Advertisers and TV networks are using new technologies to pinpoint specified audiences.


Until recently, Choice Hotels International, the holding company for the Comfort Inn and Sleep Inn hotel chains, regarded ABC’s Good Morning America as the prime TV programme for targeting likely travellers. This assumption, however, is no longer valid thanks to a seismic shift in ...

 

[Estimated timeframe: Q4 2014 onward]

... marketing thinking.

These days Choice Hotel's marketing minds have concluded that their guests also like reruns of Big Cat Diary on the Animal Planet channel, via which they can reach a similar audience for far fewer dollars.

In reaching that conclusion, the marketers are emulating digital advertising techniques by using new sets of data to pinpoint viewers with far greater accuracy than the traditional demographic categories of age and gender.

A new crop of tools from companies such as Simulmedia, Nielsen Holdings, Rentrak and TiVo is now available, enabling advertisers and agencies  to apply the lessons of “Big Data” to television.

As the rise of digital and mobile advertising increasingly diverts ad dollars from the big cable companies and TV broadcasters, networks and advertisers alike are crossing their fingers in the hope that the new technologies will be able to leverage huge databases with information on which products consumers buy and which obscure TV shows they watch.

Assuming they succeed, America's TV advertising landscape will become increasingly similar to its online rival. And, as with most things American, the trend will migrate across the Atlantic.

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=6456



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