695 Marketing Trends found for Media / Digital


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Oracle Plans 'Aggressive' Move Into TV Advertising

Trend Summary: Multinational computer technology corporation Oracle plans an aggressive move into TV advertising.


According to an article in today's Advertising Age, tech titan Oracle is girding its loins for an "aggressive" move into TV advertising. In a move that will likely lead to similar partnerships, the company's Data Cloud division has joined with linear TV data firm Simulmedia. Oracle hopes the partnership will ...

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... coax advertisers still spending big bucks in TV to look to its platform and audience-linked transactional data offerings, the latter being typically employed for digital advertising, prior to planning TV media buys.

Says Joe Kyriakoza, VP and GM of automotive at Oracle Data Cloud, "This is our first big move into the TV space".

Explains Mr Kyriakoza: "To put the partnership to use, an auto advertiser might work with Simulmedia to target luxury SUV buyers. The TV data firm would connect its viewer data to Oracle's data on in-market SUV buyers, which it obtains through several purchase transaction data relationships with credit card firms, research firm IHS Automotive and others.

Oracle can also layer-in a brand's own CRM data and push it through Simulmedia's system. All of which helps marketers to determine where on TV to best allocate their budgets.

Read the original unabridged AdAge.com article.

[Estimated timeframe:Q2 2017]

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=7170

Facebook Woos Sceptical Partners Via Instant Sign-Up Articles

Trend Summary: Facebook is offering publishers new tools to attract digital subscribers in a bid to allay advertisers concerns about its growing power


Facebook is testing new "call-to-action" features via selected media outlets participating in its Instant Articles program. The tools, which are embedded within stories, prompt Facebook readers to sign-up for ...

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... publishers' newsletters or, alternatively, to "like" their Facebook pages.

Mark Zuckerberg's mammoth moneyspinner is also expanding these two features to all media outlets using Instant Articles as it attempts to ease concerns that its mushrooming power threatens the media industry at large.

The company is also working with publishers to promote free trials of digital subscriptions to newspapers or to encourage the latter's readers to download their apps.

According to Fidji Simo, VP-product for the California-based social-media mammoth, Zuckerberg's goal is to give media companies a more direct relationship with Facebook readers enabling them to convert the former into paying customers.

Read the original unabridged AdAge.com article.

[Estimated timeframe:Q2 2017]

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=7166

Internet Adspend Will Exceed $200bn In 2017

Trend Summary: Global internet advertising expenditure will grow 13% to reach $US205bn in 2017.


According to Zenith’s latest Advertising Expenditure Forecasts, published today, internet advertising will attract 36.9%  of all advertising expenditure, up from ...

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... 34.0% in 2016.

This is the first year in which more money will be spent on internet advertising than advertising on traditional television (the latter totalling $192bn).  

The sheer scale of internet advertising means its growth rate is slowing. Internet adspend grew 17% in 2016, down from 20% in 2015, and Zenith expects growth to slow to 13% in 2017, 12% in 2018 and 10% by 2019 (though it will continue to add US$23bn‐US$24bn a year).

In this environment it is vital that platforms and publishers address advertisers’ valid concerns about viewability and brand safety to secure sustainable growth. As the market matures, advertisers need to know for certain that their ads are being actively viewed by real people in appropriate environments.
 

Read the original unabridged Zenith article.

[Estimated timeframe:Q1 2017]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Zenith Optimedia.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7133

UK AdTech Firm Launches AI-Powered S-to-S Header Bidding in USA

Trend Summary:  Ad-Tech Firm launches AI-Powered Server-to-Server Header Bidding technology to the USA.


UK-based artificial intelligence [AI]-based native in-feed advertising platform, has launched Adyoulike a new server-to-server [S2S] header bidding solution in the USA, its point of differentiation being that it ...

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... incorporates IBM Watson's AI-powered semantic targeting.  

The new tool aims to ensure that native ads are placed in contextually relevant places online.

Using IBM's  predictive data visualisation & analytics tool Watson, Adyoulike is capable of scanning millions of pages of content (50 million new pages per month.

According to Adulike's Francis Turner, recently appointed as the firm's general manager and chief revenue officer for the USA: “What Watson garners from these pages goes far beyond what is possible with just keyword and/or data targeting".

For example, instead of targeting specific words such as “lipstick,” Watson enables Adyoulike to include more complex semantics and sentiments such as “this page is talking positively about on-trend lipsticks for summer, plus emotions such as anger, disgust, fear, joy, or sadness.”

Adulike can also target publisher websites matching the Interactive Advertising Bureau category.

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q1 2017]

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=7127

Amazon's New Video Ads Invade Ad Agency Territory

Trend Summary: With atypical modesty IT titan Amazon invaded adland last weekend with its incursion into Video advertising.


Hurling down its gauntlet at the feet of traditional ad agencies, Jeff Bezoz's latest moneymaking wheeze enables marketers to run an autoplay feature in videos whilst online shoppers browse ...

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... the Amazon platform via desktop PCs, tablets and smartphones.

The ads are muted by default. With a single click, site visitors can choose to view the ads in full-screen mode whist also listening to them. 

Amazon's engineers developed the video ads to follow standards laid down by America's Media Rating Council and the Interactive Advertising Bureau.

Adherence to these standards mean that at least 50% of any advertisement must remain in view for two consecutive seconds. The autoplay feature starts only when the ad is in view, and it automatically pauses when the ad goes out of view.

Amazon's video ads are also on offer in a variety of countries beyond the United States, among them Canada, the UK, France, Italy, Japan, Germany and Spain.
 

Read the original unabridged Mediapost.com article.

[Estimated timeframe:Q1 2017]

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=7119

UK Government Urged to Probe Digital Advertising Supply Chain

Trend Summary: A leading media trade body has urged the UK Government to investigate the digital advertising supply chain.


The News Media Association [NMA], which represents national and local newsbrands in the UK, is requesting the government to take action to ensure that ...

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... genuine news outlets can survive. 

According to The Times newspaper, the NMA's request came in a submission to the House of Commons culture committee's inquiry into fake news.

The request comes in the wake of concerns voiced by Procter & Gamble's CMO, Marc Pritchard, as well as a recent Times article about brands unwittingly serving programmatic ads on extremist websites.

Says NMA chairman  Ashely Highfield: "News media publishers are by far the biggest investors in original news content, accounting for 58% of the total UK investment".

He added, however: "But the digital supply chain rewards the distributors of content, not the originators. Government and regulators cannot ignore for ever the impact of the Google-Facebook duopoly on our media landscape".

Read the original unabridged Warc.com article.

[Estimated timeframe:Q1 2017]

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=7118

P&G Marketing Boss Urges Marketers to 'Dig In' on Media Issues

Trend Summary: P&G Marketing chief urges CMOs to 'Dig In' on media issues.


Addressing the Association of National Advertisers Media Conference last week, Procter & Gamble's Chief Brand Officer Mark Pritchard got tough on ...

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... media-agency contracts and digital audience measurement.

Mr Pritchard said not much had happened on those issues until he took personal responsibility for understanding things, even reading the Media Rating Council's viewability standard, which he jokingly called "riveting."

Pritchard said he had listened intently at ANA board meetings for years, "and understood about a tenth of it." "Then I would go back and delegate to someone".

On ad agency contracts he'd hear from his people: "We looked into it. There's no problem". Then I'd say: 'We need to get verification on this viewability.' And they'd say, 'We're best in class.' Over time it started to strike me that maybe there's something not quite right."

Advises Mr Pritchard: On such issues as programmatic media buying CMOs should "dig in. Go understand every step".

Read the original unabridged Adage.com article

[Estimated timeframe:Q1 2017]

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=7117

Significant Shift of Media Buying from Ad Agencies to In-House

Trend Summary: Many of the world’s largest advertisers have moved their media-buying in-house thanks to programmatic technology.


Describing the analysis as a “recent check with industry contacts,” Pivotal Research Group analyst Brian Wieser today published a report to shareholders, noting that fifteen of ...

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... the world's top two hundred advertisers have shifted media-buying away from their ad agencies and brought it in-house thanks to their new-found ability to buy media programmatically.

According to Wieser, his analysis is based on a "recent check with industry contacts". He also notes that "fifteen of the top two hundred advertisers have taken media-buying away from their ad agencies and brought it in-house because of their ability to buy it programmatically". 

He also explained that in-house media buying exists along a continuum, with a range of responsibilities divided between marketer and agency.

Read the original unabridged Mediapost.com article.

[Estimated timeframe:Q1 2017]

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=7114

Yahoo Ogles Premium UK Media

Trend Summary: Yahoo strikes global content partnership deals with premium UK media.



California headquartered US multinational technology company Yahoo has struck a content partnership deal with leading British newspaper brands The Telegraph, The Guardian, The Independent, the Evening Standard and ...

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... Hearst UK.

The multinational mega deal will enable the publishers to distribute selected content via Yahoo's sites and mobile apps across five nations: the UK, USA, Canada, India and Singapore.

According to Comscore Inc, a cross-platform measurement company that measures audiences, brands and consumer behavior worldwide, Yahoo's content is read across multiple devices by 206 million people in the USA, 22 million people in Canada and 29 million people in the UK.

The figures for India and Singapore, however, relate only to desktop viewing and their readership  is 29 million and 3 million respectively.

The deal enables publishers to gain a share in the revenues gleaned from advertising that are run alongside each article.

Says Yahoo's Greg Miall, director of global partnerships: "This deal is about giving these publishers access to a much wider audience than their content currently gets."  

Read the original unabridged CampaignLive.co.uk article.

[Estimated timeframe:Q1 2017]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: CampaignLiveco.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7101

Ad Agencies, Media Owners Urged to Clean Up Their Act

Trend Summary: Advertisers, agencies, media, government and academia are to convene for a series of open forums.


Dubbed the Advertising Transparency & Trust Forum, the organisers describe themselves as a “non-partisan ad hoc working group” whose sole goal is to discuss the ...

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... current state of “trust systems” in the advertising world to see if better business practices can be developed. 

The forum’s agenda is being developed by Jerry Wind, professor of marketing at The Wharton School of the University of Pennsylvania, who is well known for tackling big industry problems.

According to Andrew Susman, vice president of Empower MediaMarketing, a Cincinnati based independent media agency that resigned from the American Association of Advertising Agencies last year when the latter failed to endorse and support media-buying transparency initiatives proposed by the Association of National Advertisers: 

Susman adds: “It’s become apparent that the current situation with no trust has become destructive to all parties”.

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q1 2017]

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=7099



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