122 Marketing Trends found for Media / Convergence

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Online Video Predicted to Merge With TV by 2017

Trend Summary: A new survey predicts that TV and online video buying groups will likely merge over the next three years.

According to a recent survey of advertising agency executives conducted by technology research company Forrester Research on behalf of US-headquartered Videology, UK-based online video buying groups are likely to merge with established TV companies over the next three years in order to facilitate...

[Estimated timeframe: Q4 2017 - Q4 2017]

...  the melding of programmatic advertising with linear TV.

However, the survey sample deemed programmatic advertising, together with linear TV, to be the "least important" related development over the coming three years - despite the fact that technology was seen as "important" or "very important" by 62% of survey respondents.

The ability to work directly with publishers to customise opportunities was considered most important (75%) for the future of video buying.

While 73% of respondents believe the ability to evaluate audiences based on buying behaviour - plus the facility to buy audiences across multiple screens, including linear TV (71%), were third in line of importance.

The ability to buy ads on specific programmes was also deemed important at 69%.

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: The Drum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6443

Midas Touch Investors Aim to Inter-Connect the Web

Trend Summary: A new online product launched yesterday is set to revolutionise the way consumers worldwide use the internet.

The start-up, named IFTTT (pronounced like “gift” without the “g”), has raised $30m in funding from venture capitalists Norwest Venture Partners and Andreessen Horowitz, the latter a $4 billion investment firm, founded in 2009 by hi-tech pioneers Ben Horowitz and Marc Andreessen, co-authors of Mosaic, the world's first popular web browser. But is IFFT just another startup that pumps several millions of dollars down the technology drain? No way, given the stellar track record of ...

[Estimated timeframe: Q3 2014 onward]

... IFTTT's über-canny backers Andreessen and Horowitz.

IFTTT’s offering is very different to other online services of a similar nature. The clue lies in its title - an acronym for “If This Then That”, wordplay that neatly summarises the product's function.

IFTTT is essentially a giant switchboard that connects disparate services, ranging from from Facebook to text messages to telephone calls.

Users can create “recipes” in which an action performed on one service triggers an action on another entirely different service.

New York Times blogger Mike Isaac explains how the system works: "Earlier this week ... I connected my Instagram and Dropbox accounts to IFTTT."

"I [then] made a recipe that forced IFTTT to upload any new Instagram photo I took to my Dropbox online storage account. More than 100 other internet services connect to IFTTT, among them Twitter and YouTube."

The concept's underlying idea, IFTTT co-founder Linden Tibbets told Isaacs, "is to give people more creative control over the many online services they use on a daily basis."

"So even if your text messaging service, by itself, is not meant to be a sort of alert system for when your friend checks in on Foursquare, the start-up wants to make that sort of remixing possible.

Mr. Tibbets expects to double his staff of twenty-one employees over the next six months, focusing on expanding the business development and design departments. Josh Goldman, a partner at Norwest Venture will join IFTTT’s board of directors.

Read the original unabridged NYT.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: NYTimes.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6402

Data Set to Overtake Autos as Catalyst of Global Change

Trend Summary: Smartphones, apps and social networks - all are elements within a world-changing digital ecosystem of hardware and software, canibalising every area of our lives.

According to New York Times blogger Quentin Hardy, what is going on behind the cyber-scenes is easier to understand if we consider the advent of the automobile - now accepted as “the machine that changed the world.” A key element of that change was the widespread construction of highways and gas stations - concomitant elements that created a global supply chain of ...

[Estimated timeframe: Q3 2014 onward]

... steel plants and refineries.

All seemingly unrelated things, including suburbs, fast food and drive-time talk radio.

Likewise, argues Mr Hardy, "today’s dominant industrial ecosystem is relentlessly acquiring and processing digital information".

Hardy continues: "Our twenty-first century ecosystem demands newer and better ways of collecting, shipping, and processing data in much the same way as cars needed better road building. It’s a trend that is spinning out its own unseen background businesses."

Proof - if any is needed - of the spread of this new ecosystem came today with the announcement by General Electric that it has created a “data lake” method of analysing sensor information from industrial machinery in places like railroads, airlines, hospitals and utilities.

Working with a company called Pivotal, GE said that in the last three months it has looked at information from 3.4 million miles of flights by twenty-four airlines using GE jet engines. This, GE claims, has enabled it to identify things like possible defects 2,000 times faster than previously possible.

However, according to William Ruh, vice president of GE Software: “We’re only one-tenth of the way there. In ten years, 17 billion pieces of equipment will have sensors.” 

Meantime, billions of humans are already augmenting that number with their own packages of sensors, called smartphones, fitness bands and wearable computers. Almost all of that data will get uploaded someplace too.

Earlier this year, researchers at the University of California in San Diego announced a method of engineering fiber optic cable that could make digital networks run ten times faster.

This will enable more segments of the system to work near to the speed of light, without involving the “slow” processing of electronic semiconductors.

Read the original unabridged NYTimes.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: NYTimes.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6384

Personalised Ads Herald New Era in TV Advertising

Trend Summary: Heralding a new era in TV advertising, Coca-Cola UK has teamed with Britain's Channel 4 to broadcast digital TV ads personalised to individual viewers.

Presaging a new era in TV advertising, Coca-Cola's unique venture extends its Share a Coke campaign via a ground-breaking deal with the state-owned (but commercially funded) Channel 4. Viewers watching 4oD (4 on Demand) content will see a ten-second bespoke spot in which the Channel 4 logo morphs into a bottle of Coke personalised with the names of individual viewers and the ...

[Estimated timeframe: Q3 2014 onward]

... strapline ‘Share a Coke’, followed by a thirty-second commercial which targets the channel’s 16-34 demographic.

Earlier this year the broadcaster claimed that its database of registered viewers had reached over ten million people, among them fifty percent of all UK 16-24 year olds.

Says Bobby Brittain, marketing strategy and activation director at Coca-Cola Great Britain: “This marks an exciting development for the 'Share a Coke' campaign, as we harness technology to make it more personalised than ever before.”

Claims Mr Brittain: “A huge number of consumers are already going out to find Coca-Cola bottles with their name on, but engaging with the campaign online and through social media. These new innovations will help us reach an even wider audience with timely, relevant advertising.”

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=6368

Marketing and Technology Meld in I-CIO Role

Trend Summary: A recent report from IT research firm Gartner suggests that 81% of major companies now have the equivalent of a chief marketing technologist.

Currently this trend is limited to major businesses with annual revenues of $500m-$1bn. These companies have the highest percentage of people in the role of chief Information technologist [CIT] or similar job title, with the high-tech, communications and retail sectors leading the pack. According to Simon Carter, Fujitsu’s executive director of marketing for the UK and Ireland ...

[Estimated timeframe: Q2 2014 onward]

... “technology has given us the ability to be very quick and personalised in reaching our customers.”

Explains Mr Carter, speaking to the Financial Times: “As big data comes alive, that ability to use this great library of information and hone it down to what is important to customers will become very powerful.”

A report published earlier this year by IT research giant Gartner estimates that 81% of major organisations now employ the equivalent of a chief marketing technologist (or similar job description), while a further 8% plan to create such a role within the next two years.

Businesses with revenues of $500m-$1bn have the highest percentage of people in this role, with the high-tech, communications and retail sectors leading the way.

According to Laura McLellan, Gartner's vp of marketing strategy, there are three main advantages in hiring someone to fill the CIT role:

  1. Companies with CMTs tend to have better processes to decide what to investigate and test, and to decide what works.
  2. There is so much noise from software providers offering software to marketers that companies need an expert filter.
  3. A CMT is the perfect way to build a bridge between IT and marketing.”

However, recrutiment agencies warn that there is a shortage of professionals with the required mix of abilities, while those businesses able to find a CMT are likely to have to pay a premium.

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=6336

TV, Social Media on Course for Integration

Bottom Line: New international research by global media mammoth Viacom indicates that the melding of TV with social media is under way.

The multi-country study involved social media diaries and online communities in the USA, plus similar samples in the UK and Germany. Additionally, online surveys were conducted in the US, UK, Germany, Brazil and Russia with over 5,000 viewers in the 13-49 age group, all of whom ... 

[Estimated timeframe:Q2 2013 onward]

... use two or more social media platforms on at least a weekly basis.

Elucidates Viacom Media Networks evp/Chief Research Officer Colleen Fahey Rush: "Our objective with this research was not only to understand what drives our audiences to social media, but also to see how their social media activity impacts viewing behaviors."

"At Viacom, we're focused on creating social experiences that continue the conversation off-screen and deepen the relationships between our fans and their favorite shows and characters."

The study indicates that viewers engaged in an average of ten TV-related activities on social media platforms on a weekly basis, including:

  • Interacting with friends and fans (72%)
  • Following/liking a TV show (57%)
  • Sharing or recommending (61%)
  • Watching full clips and trailers (61%)
  • Searching for info and show schedules (66%)
  • Gaming or signing up for freebies (49%).

Of twenty-four social media activities tracked, three distinct types of motivation for TV-related social media use emerged:

  • Functional (searching for show schedules, news, exclusives)
  • Communal (personal branding, connecting with others)
  • Playful (gaming, entering contests).

Of the countries included in the study, Viacom found that viewers in Brazil embrace TV-related social media activities the most frequently, while those in Germany are the least likely to do so.

Read the original unabridged Viacom 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: Viacom.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6101

Trad Media Giants Move Into Online Video

Bottom Line: In a first-time initiative that may well go multinational, major US media companies have presented advertisers and agencies with a range of ambitious original video programming.

For the past several years digital and traditional media companies, including newspapers and magazines, have been building a video presence on the internet. Until now, however, most such offerings have been low-budget, single-camera affairs featuring talking heads. Last week, however, a raft of major media companies including ...

[Estimated timeframe: Q2 2012 onward]

... Condé Nast, The Wall Street Journal and Univision presented ambitious slates of original programming to advertisers for the first time. 

Additionally, companies like Yahoo and Hulu, that already produce web content, announced greatly expanded offerings.

As a result, US viewers are being bombarded with an array of new internet programs — eleven from Yahoo, fourteen from AOL and a whopping thirty from Condé Nast, including one that will let viewers watch a Vogue editor, Hamish Bowles, as he shops around the world.

Advertisers and agencies, however, are less than enthused at the trend - expressing concern that audiences for individual shows will become even more fragmented and microscopic than they already are.

Says Group M's chief investment officer Rino Scanzoni of the new video offerings: “I don’t care how good your attention span is, I think it becomes all a blur.”

Karen Cahn, general manager of AOL’s online video arm, says the company monitors viewers' comments closely to see if they are uncomfortable with the video brand placements. “So far, so good,” she claims.

Read the original unabridged NY Times 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: NYTimes.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6091

Intel Points to Future of 'Predictive' TV

Bottom Line: Chipmaker Intel is set to reshape the future of TV with technology said to be "a significant advance over any existing cable or satellite platform". 

Senior executives at multinational media buying agencies are not famed for rushing into print to huzzah the latest tech gizmo. This, however, did not deter Michael Bologna, head of advanced TV at WPP's Group M, from waxing lyrical about a new cloud-based TV service soon to be launched by chipmaker Intel. According to AdAge.com, Mr Bologna was enthusing over Intel's embryo cloud-based DVR service which ...  

[Estimated timeframe: Q2 2013 onward]

... doesn't require users to hit "record".

Instead algorithms learn what viewers like and recommend new shows. The device also offers easy sync with social networks, effortless co-viewing with friends far away, video on tablets, phones and other screen devices, plus seamless integration of traditional TV and web content.

Hypes AdAge: "Now imagine all of that comes in a beautiful box with a front-facing camera and the kind of industrial design that makes you not want to hide it in a cabinet."

Most significantly, however, the device has progressed far beyond the drawing board. It is built and in the hands of a select few secret testers at media companies, agencies and, of course, Intel's headquarters in Santa Clara, California.

As yet Intel has not announced a name, a price or a release date. However, those who have seen the device describe it as a significant advance over any existing cable or satellite platform.

Group M's Michael Bologna has spent several hours testing the box and declares: "I'm impressed because Intel makes chips [and] no one expected them to come out with a product like this."

Notes AdAge: "Silicon Valley has the best interface designers in the world, but until now efforts to apply that expertise to TV have led to false starts like Google TV and other products such as Apple TV and Xbox Live."

But, stresses the AdAge article, no one expects Intel to become a TV power overnight.

Nontheless, Intel TV represents an interesting challenge for cable and telcos, which as of now do not offer TV service outside their own wired footprint. Each new customer who opts for Intel TV is a customer walking away from the "bundle" of services that cable and telcos sell, among them broadband, TV and phone.

Read the original unabridged AdAge 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=6072

Tech Titans Predict Multiscreen TV Viewing by 2020

Bottom Line: Two major US electronics companies are predicting how consumers will use multiple-screen technology in the future.

Two multinational hi-tech giants, Cisco Systems and Intel, are separately developing new technologies for consumers' living rooms. Integrated device screens will support both entertainment and advertising, melding seamlessly with other device screens. Not only will this make ads more personal, say Cisco executives, it will also ensure TV remains an important advertising medium in a multimedia world. For advertisers, however, there's a catch ... 

[Estimated timeframe: Q1 2013 - 2020]

... channels will seemingly vanish, sit in the background, thus compelling advertisers to focus on new formats. For example, on-demand realtime delivery and/or the ability to preposition content on a consumer's DVR.

Internet-connected TVs will also play a role. Citing a technology similar to Microsoft's Xbox Kinect controller, some experts predict TVs will acquire the ability to suggest programming by sensing a person walking into a room,

Two Cisco Systems' executives - Internet Business Solutions Group's Scott Puopolo, vp and global head of the service provider practice, and Leszek Izdebski, director of the media and entertainment group and service provider practice - recently presented a research paper on the Future of Advertising in year 2020 and beyond.

Some of their predictions may seem far-fetched, but progress is already under way.

According to the Cisco duo, branded entertainment will continue to grow, fueling the need for higher quality content. The focus will be getting consumers closer to the product.

This, according to Mr Puopolo, means bringing tactile feedback technology into the living room, smell and taste in TV advertising through new remote control apps or hardware.

Read the original unabridged MediaPost 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=6049

The Internet of Things: Marketers Friend or Enemy?

Bottom Line: A Harvard Business Review blog warns that the much-hyped 'Internet of Things' may not enable marketers to build stronger brands despite predictions to the contrary.

Jeffrey F Rayport, whose blog appears on the website of the prestigeous Harvard Business Review, is less than convinced by the hype surrounding the so-called 'Internet of Things' - the ability to apply the logic of the internet to objects in the physical world via ubiquitous tags and sensors. This would enable industrial and domestic machines (including cars) to communicate not only with their owners, but also with other similarly enabled equipment. For marketers and advertisers, however, Mr Rayport believes this technology ...

[Estimated timeframe: Q1 2013 onward]

... can potentially be harnessed to the building of building stronger brands through interactions between products and users.

Like individual web pages, everything down to a single product on a grocery store shelf would have a unique digital identity — and, in effect, its own URL. Addressable as a web page, every object would naturally become an element of the media landscape, capable of interacting directly with end-users to deliver commercial messaging — including advertising.

Predicts Rayport: "In the not too distant future we can expect to see refrigerators that place grocery orders when you're running low on staples like milk and eggs; ovens that recommend a trusted repair service before they break down; dresses that are "aware" of current fashion trends and recommend alternative looks; and glucose monitors that give you recipes that best suit your type of diabetes."

Consider what a UK-based company called EVRYTHNG did for Diageo's spirits marketing business last year.

The booze behemoth ran a pilot program in Brazil for Father's Day. This enabled consumers to use smartphones to scan product codes on individual bottles of spirits, turning each physical product into a uniquely identifiable object of digital media. The giver could use his or her smart device to create a video for, say,  Dad and upload it to the cloud; the receiver, Dad, could then download the video to receive the gifter's message.

The result: increased loyalty to the brand; increased personalization of the brand experience; and increased insight for Diageo about how its products were bought, sold, and used.

Mr Rayport concedes, however, that outside of commercial environments like the Consumer Electronics Show or academic laboratories, we are still in the early days of turning today's "dumb" objects into "smart" ones.

Read the original unabridged Harvard Review 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: Harvard Business Review
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6043

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