699 Marketing Trends found for Media / Digital

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Video on Demand Set to Soar Thru' to 2016, Predicts MagnaGlobal

Bottom Line: Video on demand services are set to soar across the USA, Western Europe and Australia over the next five years.

At the end of Q1 2011, reports MagnaGlobal, the media planning and buying arm of Interpublic Group, approximately 85.2 million stateside homes – 72.2% of the total – were online, with 90% of them accessing the internet via broadband services. Projecting the data to  2016 ... 

[Estimated timeframe: Q3 2011 - 2016]

... Magna predicts there will be 98.7 million US households online, of which 97.2 million will have broadband services.

This growth will deliver a massive boost for video-on-demand services which, five years hence, will be replicated in the United Kingdom, Germany and Australia, where present indicators of DVR growth reflect the US pattern:

  • In the UK -- the leading market for DVRs after the US -- cable giant Virgin Media announced it had delivered 83 million VoD views per month during Q1 2011, to 64% (2.4 million) of its subscribers. This equates to an average of 34 views per user/per month in the quarter, up from an average of 32 views per user per month in Q1 2010.
  • In Germany, Kabel Deutschland introduced its VOD offering, Select Video, in March in three major cities. The service is currently available to 2.3 million households or 32% of its subscriber base. By the end of this year, Select Video is expected to reach 3.4 million (47%) of all German households.
  • In Australia TV research firm OzTAM estimates that in June 2011 DVRs were present in 42% of homes, up from 40% in March and from 30% a year ago, reflecting  consistent growth across the five major cities covered in the panel.

The data reflects the current bull market in online household viewing which, believes MagnaGlobal, indicates a high rate of growth over the next five years for video-on-demand services.

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

Source: MagnaGlobal.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5615

Fast Food Ad Ban Mooted by US Doctors

Bottom Line: The advertising of fast, unhealthy foods could be at risk of a US national ban following lobbying by The American Academy of Pediatrics.

The American Academy of Pediatrics, a group of 65,000 physicians, has issued a statement calling for Congress and the Federal Trade Commission to enact laws preventing the advertising of allegedly unhealthy foods. In particular, the medics are concerned about the advertising of such products to children, claiming that "kids see 5,000 to 10,000 food ads per year, most pushing unhealthy foods". Alleges Dr Victor Strasburger, the statement's lead author ...

[Estimated timeframe: Q3 2011 - 2014]

... "We've created a perfect storm for childhood obesity - media, advertising, and inactivity. American society couldn't do a worse job at the moment of keeping children fit and healthy - too much TV, too many food ads, not enough exercise, and not enough sleep." 

In April, the FTC and other agencies released a set of voluntary principles regarding the marketing of foods to children. These cover ads targeting children 17 and below, and  are limited to products that have the right ingredient profile.

Comments on the voluntary guidelines are due later this month (July 14) but the food industry has already criticized the guidelines as "draconian". Howls a Campbells Soup spokesman: “The nutritional criteria . . . are highly unrealistic."

While the most prominent of the usual suspects,  Dan Jaffe, evp, Association of National Advertisers complains: "They’re asking the whole industry to change behavior, and they’re using old data to justify it.”

Jaffe cites the self-regulatory program introduced in 2006, when advertisers (collectively representing 70%-80% of all ads targeting children)  amended their products and messaging.

Though the FTC's latest guidelines are voluntary, advertisers are worried the could lead to future clampdowns. “There is the force of regulation behind it,” Jaffe says.

Meantime, in the opposite corner is nutritionist and New York University Professor Marion Nestle, whose tome Food Politics: How the Food Industry Influences Nutrition and Health describes tactics used by food company marketers to lure children as young as two years to consume their products.

Nestle quotes one marketer saying: "Kids are a growing demographic and [advertisers] are trying to get in on the ground floor." Another marketing strategist defended childhood advertising as "nothing less than primary education in commercial life."

But, warns Professor Nestle: "Children comprise a multi-billion dollar market, and what better way to instill brand loyalty and increase lifetime profits than by marketing to the youngest, most vulnerable, members of society?"

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

Source: RTNews.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5614

Do the Latest Stats Signal the Terminal Decline of Social Media?

Bottom Line: Six million US users deserted the world's largest social networking site in May, seen by some as a signal of impending decline and fall.

According to the Inside Facebook data service, May's desertions slashed the number of US-based Facebook users from 155.2 million to 149.4 million. The company also lost 1.52 million users in Canada, where the figure dropped to 16.6 million - an 8% seepage - while 100,000 Britons also voted with their feet. As did a similar number in Norway and Russia. Opined the website BusinessInsider.com: "Big drops in the countries where Facebook first became popular can't be good news. It suggests ... 

[Estimated timeframe: Q3 2011-onward]

... there is a saturation point where people begin to burn out on the service".  

To compound the bad news, a new chart produced by eMarketer shows a widening gap between awareness of Twitter and active users of the service - comparing the number who've tried it briefly and those who use it regularly. On that basis, Twitter's effectiveness may be more hype than reality [MarketingTomorrow's italicization].

Twitter claims 200 million accounts, but doesn't say what percentage are real people rather than bots or Twitter handle placeholders. eMarketer estimates that only 11% of internet users will be accessing a Twitter account with any regularity (at least monthly) during 2011.

Customer 'churn' is also hitting Facebook where it hurts, if the chart below [posted on WebProNews.com] is a reliable guide.

The chart traces an undeniable downward trend in Facebook visits during the period January-June 2011, matched by downbeat comments from WebProNews readers.

Opines one reader, Dave Culbertson: “Facebook is basically AOL part two on a larger scale ... many brands jumping on the Facebook wagon will eventually realize this ... Do brands want to drive their own cars on the information highway or be stuck in the back of someone else’s bus?”

While another informed reader, Chris Smith pertinently comments: “The invasion of privacy is starting to concern everyone. Also, the figure of 700 million users is rubbish, 700 million accounts maybe, but I believe this will be less than half unique users. How many pets have accounts, businesses, people with 2 accounts. Its all publicity figures in my opinion ... I’d personally give Facebook 3 years max. They will end up the same way as Yahoo, who once were huge for the internet and where are they now, really?”

Of course, the figures above could be misleading; let's not forget the old adage: 'There are lies, damn lies and statistics'.

Nonetheless, many observers -- including this writer -- have long predicted that Facebook, Twitter et al are passing phenomena, doomed to rub shoulders in the trash can of history with SecondLife, CompuServe and other nine-day wonders.

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

Source: WebProNews.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5613

Web 3.0 Promises New Levels of Connectivity, Communication and Information

Bottom Line: The web is poised for its next evolutionary leap, according to Booz & Co.

In a new report, Designing the Trancendent Web: The Power of Web 3.0, multinational consultancy Booz & Co projects a starry-eyed view of the next stage of the web. Inevitably dubbed Web 3.0, the promised land is already on the horizon and will, it is claimed, offer an entirely new level of connectivity, communications and customer information - including their attitudes and preferences. And the Transcendent Web will, its proponents prophesy (Hallelujah Brothers and Sisters!), have four key elements ...

[Estimated timeframe: Q4 2011 onward]

... which specifically comprise:

  1. The Social Web
    will greatly enhance the capabilities of social networking, allowing for more powerful search, location, recommendation, and similar services.
  2. The Semantic Web
    is set to connect all the Web’s data and information much more closely, enabling contextually based search and research.
  3. The Internet of Things
    will let Web-connected machines of all kinds communicate with each other and with us, creating a rich flow of data about their location and status.
  4. The Artificial Intelligence Web
    Thanks to advances in AI, all this information can be aggregated and analyzed to further refine search, recommendations, and other kinds of information filtering. The result for users will be a far more personalized online experience; companies will benefit through a much greater flow of data which can be applied to product development, marketing and sales, daily operations, and more.

But, Booz cautions, fulfilling the promise of the Transcendent Web will take time.

Nonetheless, every company should be planning for its arrival by opening business systems to the increased flow of data, investigating new data management and tagging techniques, and developing the skills and capabilities that will be needed when the Transcendent Web becomes a reality.

The full Booz report can be accessed here

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

Source: Booz.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5609

Will New Dutch Law Trigger EU-Wide Net Neutrality and Enforce Prior Consent for Cookies?

Bottom Line: This is a tsunami in the making, likely to spread throughout the European Union and beyond, forcing a rethink in the collection of personal data for marketing purposes.

The Staten-Generaal, the parliament of The Netherlands, has passed a new law significant in its implications - not only within its fellow European Union states - but also for online marketers worldwide who fear similar moves in their own backyards. In line with EU policy, the new law compels website owners to obtain prior consumer consent before placing cookies on a computer. Opposed by the online ad industry and telecommunications companies, the legislation is seen as an anti-business precedent that could metastasize across the Union and beyond. The new law also ... ...

[Estimated timeframe: Q2 2011 - onward]

... bans  telcos from charging online customers more when using Skype and other services with which the telcos directly compete. The legislation makes Holland the first European Union nation to guarantee so-called 'net neutrality'. Some piqued companies have threatened to quit the Netherlands in retaliation.

But the telcos could have an even bigger scrap on their hands. EU officials have said there is little likelihood of a challenge the Dutch law, rendering it highly improbable that the new legislation will be overturned at a higher judicial level. 

The Wall Street Journal notes that in November 2010, "the EU passed a directive requiring online advertisers to get 'informed consent' from users before placing cookies on their computers". Under EU treaty law, member-nations were allowed six months to insert that rule into their national legislation.

According to Kimon Zorbas, vice president of the Interactive Advertising Bureau Europe: "The Dutch law is an important case study because it's such a big market. We would expect companies from our sector to either move their operations to neighbouring countries or lose their clients to companies located elsewhere in Europe."

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=5605

Is New WPP Venture Set to Dominate Future Personalized Ad Market?

Bottom Line: In a move that could reinforce WPP Group's position over the next decade as the world's largest marketing services conglomerate, savvy Sorrell has stolen another march on rival ad groups. 

As internet and technology companies race to build new systems for buying digital ads in real time across hundreds of thousands of websites, enabling marketers to target their messages to those most likely to be interested, WPP Group today announced the launch of Xasis -- a new venture that melds the group's formidable existing media-buying power with a massive consumer profiling database. Proclaiming this as "the next stage in advertising", Mark Read, ceo of WPP Digital claims its technology can even be extended to ...

[Estimated timeframe: Q2 2011 - onward]

... directly personalised TV ad buying. The engines for such pinpoint targeting are extensive databases that compile personal information about individuals, then track their ongoing activity across the web and social media.

According to WPP, Xaxis will have more than 500 million unique profiles, reaching virtually 100% of the population in markets where it operates. But this is an increasingly sensitive area, with privacy advocates and lawmakers alike fixing an eagle eye on targeting practices.

WPP insists, however, that all the information it collects is anonymous. In addition, ads targeted via this tracking data will include the ad industry's special privacy icon that alerts consumers to the fact that they are being targeted and offers them the opportunity to opt out.

"We will clearly play in terms of the strictest rules of self-regulation," says Rob Norman, ceo of WPP's ad buying arm GroupM Interaction.

Xaxis will supplement its core database by tracking consumers via ads and marketers' websites. It also will tap existing customer databases as well as buying data from some two dozen outside sources, among them BlueKai and DataLogix.

Xaxis says it will store advertisers' data separately to avoid conflicts. Says Xaxis CEO Brian Lesser: "The change isn't so much how we are using the technology, but how we are centralizing the audience data. When advertisers work with third parties, they can lose control over that data."

As of today's launch, Xaxis becomes operational in eleven nations countries across North America, Europe and Australia. WPP plans further international expansion this year.

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=5604

Is Amazon Set to Topple Apple's Tablet Market Supremacy?

Bottom Line: Godzilla versus King Kong will be seen as a mere playground scrap alongside the upcoming clash of the Tablet Titans, as the world's largest online retailer challenges the planet's largest tech company for supremacy in the soaring tablet computer market.

According to today's announcement by Taiwanese component makers, Amazon.com is set to release its new range of tablet computers this coming August or September, targeting sales of four million units before the year-end. The launch is shrewdly scheduled to coincide with America's Thanksgiving and year-end holidays - and will also be on offer in Western Europe. Monthly shipments are expected to reach 700,000-800,000 units. But will Amazon's new baby cannibalize sales of its successful digi-reader Kindle? ...

[Estimated timeframe: Q4 2011 onward]

... Unlikely, according to Amazon founder, president, ceo and chairman Jeff Bezos who, when quizzed earlier this year, assured:  “We will always be very mindful that we will want a dedicated reading device.” 

Onlookers are waiting to see whether the diametrically opposed pricing policies of the duellists will impact on the worldwide tablet market. Apple, on one hand, is traditionally committed to well-padded price tags; Amazon, on the other hand, deploys price cuts as a tactical weapon.

According to Wedge Partners analyst Brian Blair last month: “Apple has frequently spoken of the power of the number of credit card users iTunes has; Amazon is the only other player in the industry to have something similar. Amazon also has consumer’s trust that has been built up over more than a decade of good service.”

Piper Jaffray analyst Gene Munster predicts the Amazon tablet could sell as many as 2.4 million units in 2012 -- a figure substantially lower than the four million by the end of 2011 predicted by DigiTimes.

But how seriously should we take this fiscal guesswork? With a large pinch of salt, MarketingTomorrow suggests! Savvy marketers will already be familiar with the old saw that such financial seers are prone to "paralysis by analysis".

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

Source: AppleInsider.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5601

China Proposes Global Media Oversight Body

Bottom Line: Proposal could eventually result in formation of a global UN-style media oversight body.

Earlier this week the Wall Street Journal published an articled penned by Li Congjun, president of China's Xinhua News Agency. Entitled Toward a New World Media Order, Li argues the case "when the conditions are ripe" for a  long-term, non-governmental mechanism to coordinate the global media industry, likening it to a "Media UN". His proposal is likely to trigger much impassioned debate and - almost certainly - vehement opposition from within the media market. Nevertheless Li's proposal will not fall on entirely fallow ground, given the increasing globalisation of media channels and concerns about ...

[Estimated timeframe: Q3 2011 onward]

... privacy abuse by the media coupled with governmental manipulation and news management - not least in China itself. This is the full text of Mr Li's article:

The world established a new international order after World War II with the founding of the United Nations. For over six decades, the international community has endeavored to create a more balanced, just and rational political and economic order.

Unfortunately the rules governing the international media order lag behind the times, especially compared to changes in politics and economics. The gap is seen, first and foremost, in the extremely uneven pattern of international communication.

The flow of information is basically one-way: from West to East, North to South, and from developed to developing countries.

In 1980, the 21st General Conference of the United Nations Educational, Scientific and Cultural Organization (Unesco) addressed the imbalance and inequality in international news reporting and called for a new order in international mass communication. Over the years, a growing number of insightful people, including many from the West, have proposed changes with the conviction that the existing order is far from just, rational and balanced.

In our interdependent world, the human community needs a set of more civilized rules to govern international mass communication. This reminds me of bridge, a game I truly enjoy. Modern bridge is known as contract bridge, indicating that players are bound by a contract and the game is a bidding process, in which wise and effective exchanges of information rely on collaboration and communication carried out in a fair and just manner.

Earlier variations of bridge, known as bridge-whist or straight bridge, were different. In bridge-whist, there was no bidding and the game was all about gambling, making communication difficult. The modern game has been shaped by gradual rule changes over the years.

The "bridge" linking modern information flow and the international media is crumbling, in a sense, due to a lack of fair "contracting" and "gaming." This situation is incompatible with the contemporary world. An unjust and irrational order hinders the global media industry's sustainable development and contributes to the problems in today's world. We need to start a constructive reform through rule changes to rebuild the bridge of communication and let the media industry play a more active role in promoting the advancement of human civilization.

Four principles should guide changes in the value system:

  • Fairness: This requires that media organizations from all countries should have the right to participate in international communication on equal terms. Those media organizations in turn should provide comprehensive, objective, fair, balanced and accurate coverage to minimize discrimination and prejudice.
  • All-win: It is advisable to create conditions allowing media organizations from different countries to share the fruits of development in information and communication industries, to play an active role in international mass communication, and to reverse the unbalanced situation where the strong get stronger and the weak get weaker.
  • Inclusion: To maintain the world's diversity, media must respect the unique cultures, customs, beliefs and values of different nations; strive to dispel suspicions and remove barriers between different cultures and civilizations; enhance dialogue and communication; and seek common ground while putting aside differences.
  • Responsibility: Media organizations should not only ensure openness and transparency to promote the building of an open society, but also keep to rational and constructive rules so as to turn mass communication into an active force for promoting social progress.

We must also keep improving rules and explore new mechanisms governing international communication. Unesco should actively negotiate and settle issues within the U.N. framework. However, it is necessary to keep improving rules and, when the conditions are ripe, to explore a long-term, nongovernmental mechanism to coordinate the global media industry, something like a "media U.N."

This can be a mechanism for global media exchanges and consultation, and it may evolve into an organization for coordination and maybe even arbitration.

A sports analogy may help explain what I mean. Ping-pong, or table tennis, played a unique role in restoring China-U.S. relations in the 1970s and is known as China's "national sport." For many years, Chinese ping-pong players have taken the top prize in almost all major international events. This presents a paradox: The stronger a team becomes, the more it desires to maintain its position and keep improving. However, when a team is invincible for too long, few others are inclined to compete.

In the long run, the sport in which China enjoys so much advantage will be less appealing, less viable, and may eventually be excluded from future Olympic Games. In fact, ping-pong has undergone a series of major rule changes over the past two decades. After the 2000 Summer Olympics in Sydney, the older 38mm balls were replaced by 40mm balls and the former 21-point scoring system was changed to an 11-point system. These changes, aimed at limiting the advantage of "super players," have made the sport more enticing to players from different countries.

The theories of "checking superpower" and "maintaining equilibrium" also apply to the media.

It is time to reverse the marginalization of developing nations in the media, change their underdeveloped status, and enhance their rights of expression in the international media market.

To that end, a mechanism for international cooperation, exchange and coordination is needed, as well as an increase in funds and technical support for media from developing countries.
Almost five decades after the discovery of the double helix, James Watson said in his book, "DNA: The Secret of Life," that the Human Genome Project found that human beings are similar in genetic makeup. Our common ground is far wider than any potential gulf that threatens to separate us.

Information flow, like gene transcription and expression, plays a vital role in the evolution of civilization. Resetting rules and order in the international media industry is an adaptation to the trend of democratization of international relations. With diversified expression and information flow, we can mend the broken bridge of cross-cultural communication and build an information link to the future.

[MarketingTomorrow doubts Mr Li's concept will win much favour with the planet's media barons and tantamount to lèse majesté at the Palace of Murdoch!]

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

Source: Xinhua.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5586

Cisco Seers See 15bn Web-Connected Devices Worldwide by 2015

Bottom Line: Web traffic will quadruple over next four years, with the global web population topping three billion.

Come 2015, one million minutes of online video will be watched every second, predicts US data and networking systems titan Cisco - just one of a raft of mind-numbing numbers flaunted in the company's fifth annual forecast of upcoming trends. Moreover, the  number of internet connected devices is set to proliferate during the same period, reaching more than 15 billion - twice the world's population. Unsurprisingly, this quadrupling of traffic will raise a number of serious issues warns Cisco vp for global marketing Suraj Shettey ...

[Estimated timeframe: Q3 2011 - 2015]

... "We are running out of IPv4 (internet protocol version 4) addresses and the adoption of IPv6 is going to be front and centre of everything for the next several years. All this is putting a lot of pressure on the internet and the next generation internet faces issues handling not just the proliferation of these devices but how they are going to grow and be intelligent enough to be connected to you. The most important question we face is how to manage all this traffic intelligently?"

The internet as it currently exists is nearing the exhaustion point of IPv4 addresses. Every device needs one of these addresses to send and receive data online.

When IPv4 was created in the cyber Dark-Age of 1977, its pool of 4.3 billion addresses was though to be more than adequate for the foreseeable future. But no-one foresaw sufficiently far!

The rise in the number of mobile devices, laptops and connected machines has helped exhaust the stock of available IPv4 addresses, the last batch of which was distributed in February by the responsible body, the Internet Assigned Numbers Authority. Industry experts believe the final batch could be consumed as early as August.

Says Cisco's Shetty: "We are running out of IPv4 addresses and the adoption of IPv6 is going to be front and centre of everything for the next several years."

There are trillions of available IPv6 addresses but persuading companies to move to IPv6 has been a slow process.

From June 8 Cisco will be joined by US telecom giant Verizon, Yahoo, Google, Facebook, Time Warner, Comcast and many others in testing IPv6.

This will allow all concerned to check the compatibility of with IPv6 with websites and associated networking technologies.

According to Ed Horely, joint-chairman of the California IPv6 Task Force: "They need to do this to be able to meet the needs and demands of all the existing devices like cell phones, iPads and PCs - but also all the future devices that we will want connected to the internet.

"IPv6 will be critical in avoiding the potential consumer riot due to lack of internet addresses for their portable devices to gain access to the internet and many of the cloud services being deployed today."

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

Source: BBC.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5585

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