312 Marketing Trends found for Media / Mobile

... other US based multinationals, using a page from China’s playbook to take control of its citizens’ data and create more opportunities for its own homegrown startups.

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.

... "annoying experiences."

Google's move, anticipated since word got out in April, will impact the entire advertising ecosystem because Larry and Sergey's Chrome is the world's most popular web browser for desktop and mobile users alike.

According to Sridhar Ramaswamy, senior VP of ads and commerce at Google: "We've all known for a while that the ad experience is a real problem, that has confused and angered users".

"We realised that solutions such as ad blockers punish everybody, including publishers who develop great content and are thoughtful about the ad experience they put on their site."

However, Google isn't calling its technology an ad blocker, instead classifying it as a "filter" that removes the ads that consumers hate most.

The hate list include pop-ups, ads that flash quickly, change colors or force people to wait ten seconds before accessing content on a publisher's page.

The plan to install such software on Chrome is a result of work by the Coalition for Better Ads, whose members include Google, Procter & Gamble, Unilever, WPP's GroupM, Facebook, Thomson Reuters and The Washington Post along with the Interactive Advertising Bureau and the Association of National Advertisers.

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.

... integrity of every other performance and effectiveness metric in digital marketing.

Writing in the most recent edition of the Journal of Advertising Research, Gian Fulgoni, Co-Founder and Chairman Emeritus of comScore, cited a recent Association of National Advertisers report which estimates that in 2016 marketers will waste some $7bn globally, buying online ads that people never see.

Moreover, added Mr Fulgoni: "Advertisers, agencies, and publishers alike feel the pain of IVT while the fraudsters benefit."

"For media buyers, the negatives include wasted advertisement spending and decreased return on investment, lack of transparency into the drivers of performance and missed opportunity for advertisements to have an impact."

"Meanwhile, advertising on premium publisher sites offers marketers the benefits of lower fraud, higher viewability and greater sales impact. The use of branded content is one possible remedy."

Read the original unabridged Warc.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.

... mobile content.

A new study by Yahoo in partnership with Nielsen and Hunter Qualitative reveals that the average US user increased his/her mobile video viewing time by 36% during 2014-2015, compared with a 3% decrease in TV viewing during the same timespan.

Moreover, 58% of video ads are now served across mobile devices.

Campaigns that used a hybrid of mobile and PC exposures saw increases in key metrics like brand and ad awareness, also brand favourability. Moreover, 15-second ads were more effective than 30-second ads in native video formats.

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.

... neuromarketing.

However, it's only during the last decade that neuromarketing has taken-off, with scientists studying the minutia of human response to TV spots, print ads and desktop promotions.

Moreover, now that iPhones and Samsung Galaxies have become ubiquitous, the world of neuromarketing is shifting its focus to unlocking the impact of mobile media.

Says Carl Marci, chief neuroscientist at Nielsen Consumer Neuroscience: "We're realising that as the world gets more cluttered, and there's more competition for the hearts and minds of audiences, we really need the best tools to measure the whole consumer".

A recent report by Nielsen for the Advertising Research Foundation revealed that branding resonated less with users on smaller screens, while only 29% of smartphone users viewing 30-second video ads on their devices watched them in their entirety.

Although that percentage is greater than the 17% who viewed on a tablet or laptop, it's much less than the 84% on a TV or 83% on a desktop computer.

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.

... best things about the marketing industry.

Mr Hawker posits that there’s so much to sustain interest and innovation, which can also be seen from many different angles. He highlights seven trends to watch for during 2016. They are ...

1. Cross device tracking, which will allow greater levels of visibility into user journeys, while new technology will examine the relationship between different devices that cookies are unable to achieve.

2. Personalisation will become way more personal, while full personalisation of conversations with customers will bring the CRM world into display creative.

3. Mobile will dominate over desktops. We have reached a tipping point for the relationship between desktop and mobile where mobile is now becoming the preferred route to access the internet.

4. Joined up thinking. In 2016, the move from digital silos into more united teams will see an increased momentum.

5. Wearable technology will at long last come to market in 2016.

6. Content will still be king. Although content marketing is already established, there is an ever increasing expectation from users to be provided by brands with relevant, educational and entertaining content.

7. Video advertising will come of age during 2016. The world we live in is far removed from the TV-dominated one of old. The sheer increased popularity of video content all across the web is testament to this.



Read the orginal unabridged MoreAboutAdvertising.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.

... more consumers in more markets.

Research firm eMarketer reports that in the USA alone, one in three consumers watch video on their mobile devices, implying that watching video on mobile devices is already more common than using these devices to listen to music.

There’s also mounting evidence that people who watch video on their smartphone are giving it their full attention.

Moreover, recent research from Google and Ipsos Mori (based on a survey of 1,519 smartphone owners in the 18-34 age group who kept detailed diaries of all of their online and offline video interactions) suggests that watching video on smartphones is “far less distracted than it is on TV.”

Specifically, watching video on TV was the sole activity for Millennials for just 28% of the time.

The rest of the time the survey sample were watching TV whilst multi-tasking—eating, texting, chatting to a friend, or even cooking.

In contrast, watching mobile video was the sole activity for over half (53%) of respondents.

Read the original unabridged Forbes.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.

... target audience.

This is manna from heaven for marketers who have struggled for years to prove that mobile advertising is effective, largely because smartphone-size campaigns lack the same measurement and targeting capabilities expected by desktop advertisers.

Says Richy Glassberg, Medialets ceo: "What marketers are concerned about today is the staggering shift from desktop to a mobile device".

Glassberg also notes that "In the last two to three years, mobile has taken 60% of all digital usage, but the spending is so far behind. The tools that they use in desktop aren't translating to mobile."

Instead of using cookies, Medialets' technology anonymously tracks mobile IDs to help advertisers target specific groups of consumers. After identifying that someone saw an ad, brands can run follow-up surveys with questions like "Do you remember the ad you just saw?" or "How likely are you to buy the product you just saw advertised?"

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.

... penetration will reach 55.7% this year.

This fourth edition of ZenithOptimedia’s annual New Media Forecasts report provides snapshots of the current state of digital marketing in forty-seven countries, covering topics such as internet access, media consumption and online behaviour, and forecasts the rise of internet connections and smartphone and tablet technology.

The Asia Pacific and Western European nations lead smartphone and tablet adoption, while smartphone adoption is highest in the Asia Pacific and Western European regions.

Zenith expects these regions to maintain their lead for the next few years. Of the forty-seven markets studied, Singapore has the highest level of smartphone penetration, with 89.0% at the end of 2014. Zenith expects this will leap to 97.0% by 2018 as the government pushes ahead with its plan for universal Wi-Fi access.

Spain and Ireland follow close behind, with 86.7% and 83.0% penetration in 2014 respectively.

Read the original unabridged ZenithOptimedia article.

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

... review their current strategies behind ad serving online.

According to a recent blog posting by the Internet Advertising Bureau's Jed Mole, the point here is not to focus on what is taken away – but what is gained.

This, Mole posits, leads us to data and insight. What does it mean if an individual does, or does not choose to block ads?

Answering his own question Mole argues: "If decades of direct marketing experience across physical mail, phone and online advertising tells us anything, it’s that this act alone cannot and should not be taken as an implicit opt-in or indeed opt-out of all kinds of channel communication".

"The context is the crucial piece of information, the kind of insight only data connectivity can deliver, ie the ability to connect online and offline data across all devices to create a real view of the customer".

"Furthermore, does opt-out on mobile ads mean other channels become that much more valuable? Does it put more of a premium on social, on display, on sponsored links? What does it mean for naysayers against online – and offline – native advertising techniques? This digital insight to optimise campaigns is driven by effective customer data analysis".

"Finally, the very best ways to ensure a better future for marketers and consumers alike is for marketers to continuously strive to improve their ability to deliver relevant, consistent communications through connected data but, in the meantime, to encourage a balanced perspective."

Read the original unabridged IABuk.net article.

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