699 Marketing Trends found for Media / Digital


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New Tricks for Old Marketing Dogs in 2017

Trend Summary: In 2017 marketers are going to see old dogs with new tricks in areas such as content, melded with game-changing newer dogs.


This is the time of year when marketers don the mystical mantle of Nostradamus and US PR firm Edleman Digital is no exception. Hold your breath as Edelman's sorcerers blow the dust off their crysal ball for a glimpse into the ...

 

[Estimated timeframe:Q4 2016]

... world of marketing in 2017.

Conversational experiences, it seems, will be the name of the game in the year to come, with Messaging apps transmogrifying into an additional  home screen.

There's a chatbot revolution going on, and it's being fuelled by the adoption of chatbots by major social and messaging platforms like Facebook Messenger, Google, Microsoft Skype, Salesforce, Slack, Twitter DM, WeChat, Kik and Line.

There are billions of daily users of messaging platforms who have become accustomed to engaging with brands in the feeds, these platforms hope will facilitate the ability to scale creative 1-to-1 engagement opportunities, known in the marketing trade as "conversational experiences."

Edelman posits that these conversational experiences will integrate with past revolutions in ecommerce and text services, at the same time highlighting the potential of artificial intelligence.

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=7060

Web Connected TV Ads Burgeon

Trend Summary: US advertising buyers predict 'explosive' growth in the still-nacsent OTT ad market.


OTT, adland's latest jargon for “over-the-top” services, is a term used for the delivery of film and TV content via the Internet, without users having to subscribe to traditional cable or satellite pay-TV services such as ...

[Estimated timeframe:Q4 2016]

... Comcast or Time Warner Cable.

Americans are increasingly purchasing web-connected TVs and becoming more accustomed to watching shows on demand via apps instead of cable, resulting in  more ad space becoming available to media buyers.

According to equity research company Pivotal Research Group, connected TV viewing overall grew by 65% over the past year and now accounts for 8.1% of total daily TV viewing by US adults in the 18-49 age group.

It’s a safe bet that a large portion of that viewing is driven by ad-free platforms like Netflix and Amazon Prime. However, it transpires that commercial time is also receiving a healthy boost.

Moreover, ad tech company Innovid, which delivers ads to web video outlets along with fast growing TV apps such as Fox Now, Hulu and Crackle, says the share of ads delivered to connected TVs via its platform quadrupled this year.

Likewise Modi Media, the ad-buying division within WPP's GroupM, reports that over 37 million US households watched ad-supported shows on connected TVs over the past year.

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=7055

Header Bidding Will Be The Name of the Adland Game in 2017

Trend Summary: 'Header bidding', one of the trendiest terms of 2016, is set to become more than just an ad inventory accessibility tool.


According to Chris Copeland, president of adtech platform Yieldbot, header bidding is an integration into the header of a publishing site that enables a publisher to instantly ...

[Estimated timeframe:Q4 2016]

... open up ad inventory in an auction to multiple potential buyers.

Header bidding has arguably been one of the trendiest adland terms of 2016, with ad industry giants like Amazon, Google and Facebook entering the game.

Says Mr Copeland: “The big evolution is that while the old model was a waterfall where one after another potential buyers had access to inventory. Whereas ”Adtech or media companies or brands directly would go one by one and decide if they wanted a piece of the ad inventory".

"The big shift with header bidding is it allows publishers to have a greater ability to monetize and create yield by opening [this] up across multiple spaces.”

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=7050

Marketers Cede Control of Online Ads to Consumers

Trend Summary:  A Los Angeles based online advertising technology firm aims to give consumers control over digital ads.


Online marketers are unlikely to be overjoyed at the launch of Project Awesome, new technology that enables consumers to gain control over ...

[Estimated timeframe:Q4 2016]

... unsolicited online ads.

Rubicon Project, an online advertising technology firm based in Los Angeles, has harnessed the latest technology to help it's clients optimise advertising revenues for websites.

Earlier this week the firm announced the private beta launch of Project Awesome, a consumer-centric solution that enables users to control their own digital advertising experience.

According to Frank Addante, CEO and founder of Rubicon Project: “People recently have been given a choice with ad blockers, although their choice has been limited, either to see all ads or block all ads".

Concludes Mr Addante: "That's not ideal for consumers, advertisers, publishers and application developers.”

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=7048

Marketers, Ad Agencies Divided Over Data Ownership

Trend Summary: Ad Execs are united on data ownership but divided as to whether it belongs to agencies or clients.


Way back in February 2009 WPP owned GroupM, the world's largest buyer of media, quietly altered the terms and conditions of its    online advertising buys with publishers, including one that today is  ...

[Estimated timeframe:Q4 2016]

... stirring a major debate over data ownership in the online advertising marketplace.

In 2009, GroupM changed the wording on all the invoices it exchanged with publishers, asserting that data generated by ads served belongs to the “agency/advertiser.”

Since then the amount of data has grown exponentially, but has also increasingly become consolidated within so-called “walled gardens” such as Google and Facebook, which have become gatekeepers for targeting consumers with digital ads.

This trend has caused a rift and increasing consternation in adland, as well as among major brands, and is one of the main reasons GroupM has reorganised its digital data infrastructure around its own “platform,” dubbed [m]Platform, announced this week.

Unsurprisingly, a majority of marketers (60%) believe they are the rightful owner of this data, although nearly half (49%) believe the agency has equal ownership.

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=7043

The Times They Are A-Changing (For Programmatic Marketing)

Trend Summary: Marketers will no longer have to struggle for the greater good of sponsored content.


As Bob Dylan so memorably sang back in 1964: "The times, they are a-changing". Today the same is true of the ...

[Estimated timeframe:Q4 2016]

... marketing, advertising and media businesses.

Fifty-two years on from Dylan's biggest hit song, industry bible AdWeek reports that advertisers, brands and social influencers are now competing for the greater good of sponsored content.

ROI Influencer Media, in partnership with multiple programmatic platforms like Rubicon Project, PubMatic, OpenX and Google's DoubleClick Ad Exchange, is making that process of sponsored ads a lot more simple.

According to Seth Kean, CEO of ROI Influencer Media, the social influencer market is basically in it's Wild West stage. Says Kean: "It reminds me of [the days] before video, digital or mobile advertising became standardised.

Kean predicts that when buying programmatic advertising packages, bundles of influencers who have signed with ROI will appear as options for buyers.

Enthuses Jay Sampson, Rubicon Project's head of strategic partnerships: "For the first time, premium brand and advertising agency partners on our platform can access native social content across all major social media platforms programmatically."

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=7042

Programmatic Ads to Grow 31% in 2017

Today's Marketing Trend: Programmatic advertising will grow by 31% in 2017


According to the latest Programmatic Marketing Forecast, published today by media agency ZenithOptimedia, programmatic advertising will grow 31% in 2017, faster than ...

[Estimated timeframe:Q4]

... all other digital channels.

The report, which covers forty-one key advertising markets, estimates that programmatic will grow well ahead of social media (which will grow 25%) and online video (20%), while a growing proportion of these other channels will also be traded programmatically.

Initially programmatic marketing was often used to reach target audiences as cheaply as possible, with little regard for the quality of the sites in which the ads appeared.

However, it is now being used in conjunction with valuable data segments to target individuals in intelligent and creative ways, identifying those most likely to be receptive to a brand’s messages and encouraging them along the path to purchase, often in premium environments.

The biggest programmatic ad market by far is the USA, worth $24.0bn in 2016 and accounting for 62% of total global programmatic adspend.The UK comes a distant second, worth $3.3bn, and China third, worth $2.6bn.

Read the original unabridged ZenithMedia.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: Zenithmedia.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7040

Marketers Adopt Instant Messaging for Customer Communications

Today's Marketing Trend: Instant messaging has become the fastest growing peer to peer means of communication.


With over 2.5 billion active users globally, instant messaging [IM] has emerged as the de facto channel for delivering personalised, instant one to one messages of all kinds, including ...

[Estimated timeframe:Q4 2016]

... images, video and chat.

WhatsApp, bought by Facebook in February 2014, now occupies 200 minutes a week of its billion users and is forecast to surpass 3.6 billion users by 2020 – approximately half of humanity!

Messaging is mostly used by people on their smartphones, surpassing even social media usage in 2016, and is now a deep-rooted habit in our semi-conscious minds.

Studies have shown that e-commerce websites in particular often lose sales because customers can’t get their answers quickly enough. With IM, customers don’t have to slog through voicemail menus to send an email.

Instead instant messaging automatically creates a written transcript of customer dialogue, thus making it easier to understand the historic relationship between business and customers, enabling businesses to archive and reuse these transcripts to monitor customer interactions for quality control.

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=7038

Addressable TV Ads Are On the March

Trend Summary: Addressable TV in the USA is on course to double its revenues, creating a $2bn marketplace by 2018.


According to TV industry trade group the Video Advertising Bureau [VAB], addressable TV is an advertising technology that enable advertisers to selectively segment TV audiences and serve different ads or ad pods (groups of ads) within a ...

[Estimated timeframe:Q4 2016]

... common program or navigation screen.

The VAB calculates that current revenues from addressable TV approach $900 million in 42% of TV homes.

The trade body also estimates that 71% of marketers are willing to pay a higher cost per thousand price  for addressable ads - which are able to span live and on-demand TV.

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=7033

Gannett Offshoot Facilitates Ad Buying Via Streaming Services

Trend Summary: New platform enables marketers to more easily buy ads on streaming services.


US broadcaster Tegna Media today announced the launch of Premion, a new service that will help to consolidate ad buyers' choices when it comes to breaking into the ...

[Estimated timeframe:Q4 2016]

... OTT space.

Instead of shopping around on different platforms, all of which have their own unique pricing structures, Premion will aggregate those options for ad buyers.

Premion is already working with over eighty streaming platforms and networks, among them Roku, Sling, NBC Sports, FX and Discovery, to provide access to it's inventory for local and regional advertisers.

According to Premion president Jim Wilson: "We're looking at the shifting of consumer trends of TV viewing. It's growing rapidly and expanding from the linear and digital spaces."

Moving into hype mode, Wilson added: "Tegna continues to bring innovative products that expand opportunities for advertisers to reach their target audiences."

Initial results of Premion's pilot program show consistent and reliable impression delivery with advertising completion rates exceeding 96%.

Read the original unabridgedAdWeek.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=7022



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