699 Marketing Trends found for Media / Digital


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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 ...

[Estimated timeframe:Q1 2017]

... 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


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 ...

[Estimated timeframe:Q1 2017]

... 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.


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 ...

[Estimated timeframe:Q1 2017]

... 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.


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 ...

[Estimated timeframe:Q1 2017]

... 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.


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

Facebook Mollifys Marketers With New Data Tools

Trend Summary: Facebook has refined its ad measurement system to give marketers more accurate data about their campaigns.


Earier this week Facebook announced an expansion of its partnerships with third-party ad tech companies, promising better quality data in order to provide ...

[Estimated timeframe:Q1 2017]

... marketers with a more accurate grasp of how ads on the social network compare to other media such as TV.

Facebook's focus on metrics has added significance given that it recently uncovered flaws in its data reporting to marketers, for example the serving of sometimes inaccurate numbers on elements such as video viewership.

In the wake of this trend, some of the marketing industry's biggest players have been leaning on other media owners such as YouTube, Twitter, Snapchat and Pinterest for independent verification of the data they provide.

According to  Fred Leach, Facebook's director of marketing science: "One thing we're trying to provide is more transparency around how advertisers are doing on Facebook."

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=7094

2017 Will Herald the Era of Native Mobile Advertising

Trend Summary: 2017 is predicted to be the tipping point for Native Mobile Advertising.


According to sales intelligence company MediaRadar, publishers see an average renewal rate of 33% for native ad products when campaigns run for less than six months. News outlets like the Wall Street Journal, however, experience ...

[Estimated timeframe:Q1 2017]

... renewal rates of 72%.

Brands that want to run a successful native ad campaign might have to pay as much as $450,000 for a six-month run.

However, that might be a bargain, as marketers willing to cough up the dollars are happy to achieve a return rate significantly higher than the industry norm.

News outlets like the Wall Street Journal, for example, see renewal rates of 72%.

The key difference, MediaRadar says, is the length of the campaigns.

According to Media Radar's Ceo Todd Krizelman: "One of the things the successful publishers all have in common is the duration of the campaign."

"What we observed is in that time period of six months, the publisher has more time to course correct," notes Krizelman, adding that "in the grand scheme of things, native is still in the early days, so this concept of how you execute your best practices isn't protected."

Read the original unabridged Ad Age.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=7089

Digital Customers 'Less Loyal', Report Avers

Trend Summary: Customer loyalty is on the decline among digital users.


According to a global study by commissioned by New York based Verint Systems, customer loyalty has undergone a 7% drop since last year with attrition highest among ...

[Estimated timeframe:Q1 2017]

... digital customers.

According to the research, while advances in technology are welcomed by many, there is still a technological gap for addressing emotional triggers.

Consumers who prefer to engage with organisations digitally are more prone to switching providers. Just under half (49%) of those who prefer to engage with organisations via digital channels have been with the same providers for over three years, compared with 58% who prefer to pick up the phone and 57% expressed a preference to go in-store.

Comments Rachel Lane, director of customer analytics, EMEA at Verint: “This is a wake-up call for many organisations seeking to introduce more digital channels with the aim of reducing costs and improving customer convenience”.

 “As our research shows, consumers feel more positive about a brand when they interact directly with a person, so organisations need to consider how to make the digital experience more personal to avoid increased customer churn”.
 

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=7079

EU Proposes New Rules to Limit Web Tracking for Ads

Trend Summary: The European Union has proposed new rules that could limit web tracking for Ads.


The proposed EU legislation requires prior consent by internet users to accept website cookies, a move that could adversely impact upon advertising revenues for major ...

[Estimated timeframe:Q1 2017]

... ad brokers and website publishers.

The European Commission, the trade bloc’s executive arm, this week proposed new rules that would require web users to actively consent to the use of cookies, tiny pieces of code deployed on web browsers that track individuals’ online activity.


The draft rules are intended to protect user privacy and provide more transparency as to how companies use an individual’s data. According to a recent survey, 80% of Europeans say it is important that tools like browser cookies are only allowed with the user’s permission.

According to a EU press release: “Transparency is important. People must know whether information stored in their devices is being accessed or whether their online behavior is tracked.”

When installing a browser or any other software facilitating electronic communications, users would have to choose whether to allow or reject the tracking for marketing purposes before continuing with the installation.

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=7069

AI Set to Become Dominant Marketing Tool

Trend Summary: All the marketing runes point to 2017 as the year in which AI will start to impact on the world's marketers.


However, AI's predicted impact on the global marketing scene won't be in the flashy or apocalyptic way foreseen by adland's soothsayers, although there's plenty of time ahead before it becomes part of a ...

[Estimated timeframe:Q1 2017]

... normal customer’s reality.

According to Erik Hallander, regional mobile and innovation director at Isobar Asia-Pacific, the topic of AI for many brands has quickly gone from ‘seems hard’ to ‘seems interesting’ - and for a good reason.

Posits Mr Hallander "Wrapping your head around deep learning, neural networks and the broader concept of AI is hard for pretty much anyone, but more and more businesses are looking at the outcomes AI can enable as opposed to the technology itself".

"The reality, however, is that budgets are tight. There’s not much wiggle room for seemingly multimillion dollar investments in complex concepts like AI, especially when proven ROI is yet to be achieved".

Read the original unabridged Campaign Asia 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: Campaign Asia.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7067

'Internet of Things' Set to Enter Next Phase

Trend Summary: Ad agencies and inventors are starting to shape the 'Internet of Things'.


The digital world's rapid interweaving with the physical world is forcing tech companies and ad agencies to constantly hone up on the massive landscape of big data. Moreover some analysts and experts expect there will be as many as ...

[Estimated timeframe:Q1 2017]

... fifty billion connected devices within the next three years.

International Data Corporation estimates that this trend could generate nearly $9 trillion in sales by 2020. While at this year's Consumer Electronics Show [CES] in Las Vegas a number of companies will debut IoT products that range from brilliant to wacky.

One exhibitor, Norwegian near-field-communication company Thinfilm Electronics, will be displaying its line of smart bottles that connect smartphones to social media and other websites, while manufacturing titan 3M will debut methodology that tracks breathing patterns and one's environment through wearable devices in ways that could help people with asthma or allergies.

Yet another company, Ozobot, will be showcasing its mini "social robots" that operate via colour command to help children learn to code. Moreover, visitors to CES will experience a cornucopia of of shiny new  connected cars, connected shoes and connected travel.

According to Brian David Johnson, a former futurist at Intel, now the futurist in residence at Arizona State University's Center for Science, the Internet of Things is finally entering its  "age of adolescence".

Johnson predicts that much of the original consumer-grade hype has focused on turning lights on and off and tracking fitness, whereas the next few years will see an inventive wave of maturity in which advertisers seem keen to play a part.

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=7063



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