427 Marketing Trends found for Media / Mobile


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Video To Account for 70% of Mobile Traffic Within Five Years

Trend Summary: Facebook predicts that by 2021 video will account for 70% of mobile traffic.


Addressing the Wall Street Journal's WSJD conference yesterday, Facebook's chief product officer Chris Cox revealed that video currently accounts for about 50% of mobile data traffic, citing the Ericsson Mobility Report. Opined Mr Cox ...

[Estimated timeframe:Q4 2016]

... "that's insane", citing everything from video status updates to live pictures in Messenger and switching from a text to a video voice call.

With video consuming the lion's share of Facebook's 1.71bn users' time and attention, the social media colossus has set its sights on becoming a "video first" service.

Moreover, it's working on new tools to get more people to use its video streaming service 'Live'. Cox showcased a new feature Facebook plans to install onto mobile phones: Prisma-like filters that make live video appear in the style of renowned artists such as Georgia O’Keefe and Claude Monet.

For those interested in the new service it can be accessed here.

Read the original unabridged USA Today 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: usatoday.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7014

Fraud and Ad Blockers Threaten Integrity of Digital Metrics

Trend Summary: Growing use of ad-blocking software by young millennials is compelling marketers to investigate new ways of reaching this segment.


According to a senior executive at marketing data and analytics company comScore, the steady increase in invalid traffic [IVT] and the growing popularity of ad blocking have combined to undermine the ...

[Estimated timeframe:Q3 2016]

... 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.

Source: Warc.om
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6958

Traditional Media Usage Wilts Under Mobile's Onslaught

Trend Summary: As mobile internet usage thrives, consumers' time spent with traditional media will decrease across all other platforms in 2016.


Zenith Optimedia's latest Media Consumption Forecasts for 2016 predicts that mobile internet consumption will increase by more than a quarter this year, climbing 27.7%, thereby driving a ...

[Estimated timeframe:Q2 2016]

...1.4% increase in overall media consumption.

However, according to the report, all other media usage - including desktop internet - is set to decline by around 3.4%.

Desktop internet will undergo the greatest decline (-15.8%) as mobile consolidates its position as the main platform for internet consumption.

According to Jonathan Barnard, Zenith's head of forecasting: "Mobile technology is transforming the way people around the world consume media thereby expanding overall media consumption".

Traditional media are predicted to decline to a lesser degree than desktop, while in the case of magazines (-6.7%) and newspapers (-5.6%) those falls will be offset to some extent by consumers switching to digital versions of print media which are not included in Zenith's calculations.

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.

Source: Warc.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6908

Effective Mobile Video Ads Tax Marketers Minds

Trend Summary: Spending on digital video ads in the USA is forecast to nearly triple from $5.2bn in 2014 to $14.8bn in 2019.


Mobile marketing will account for an ever-growing share of the predicted growth, despite which marketers will struggle to develop the most effective ...

[Estimated timeframe:Q2 2016]

... 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.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6888

UK Mobile Boss Slams Intrusive Ads

Trend Summary: A senior UK mobile services executive warns that the current environment for mobile advertising is not tenable.


According to Ronan Dunne, chief executive of O2 - the UK's second largest telecom services provider - mobile advertising "is not tenable" because it has become too intrusive. The ad industry, he says, must unite to produce more "lean advertising" to avoid mobile phone users becoming ...

[Estimated timeframe:Q1 2016]

... alienated.

In an interview with UK ad magazine Campaign Mr Dunne asserts that phone carriers and advertisers need to cut back on "a lot of what can only be described as intrusive forms of advertising that are probably going beyond what customers reasonably want and expect."

Addressing the recent Mobile World Congress in Barcelona, Dunne said: "In this market there is an imbalance between the interests of the consumers being supported and the interests of advertisers."

He added: "Both are legitimate, but there doesn’t seem to be a fair balance."

In the interests of fairness, Dunne gives his customers the choice to opt in or out of O2’s own mobile marketing, also of ads served by Weve, O2’s mobile ad-serving platform for brands. He believes, however, that it would be a step too far to block all ads across O2’s complete network.

Read the original unabridged BrandRepublic.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: BrandRepublic.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6837

Neuroscience Boosts Mobile Marketing

Trend Summary: Neuromarketing scientists have created algorithms that can decipher how people feel whilst watching an ad.


According to AdWeek.com staff writer Marty Swant, the human mind has been a mystery since the beginning of time and, since the dollar-strewn dawn of advertising, marketers have tried to solve the conundrum via the necromancy of ...

[Estimated timeframe:Q1 2016]

... 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.

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6834

Seven Digital Trends Set to Rule the Marketing Roost in 2016

MarketingTrendtracker Summary: Although marketers have difficulties in staying abreast of constant evolution, it is also one of the best things about the marketing industry.


According to Jim Hawker, co-founder of London based independent marketing agency Threepipe, there are seven trends to watch out for in 2016. Hawker acknowledges that although it is hard to stay abreast of this constant evolution, it is also one of the ...

[Estimated timeframe:Q1 2016 onward]

... 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.

Source: Moreaboutadvertising.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6812

Mobile Video Forecast to 'Eat the World'

MarketingTrendTracker Summary: Mobile video, driven by mobile programmatic, is poised to rock the digital world in 2016.


Top line numbers show that mobile video viewing in the US is already eating into desktop’s leading share of video views, a migration attributable to the advance of high-speed 4G mobile networks which reduce latency, making mobile video more accessible and enjoyable for ...

[Estimated timeframe:Q1 2016 Onward]

... 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.

Source: Forbes.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6808

New Technolopgy Enables Marketers to Measure Mobile Ad Response

Trend Summary: New technology enables marketers to run studies to ascertain how people respond to their mobile ads.


To enable brands to quantify the impact of mobile ads after they're displayed to consumers, WPP Group offshoot Medialets is linking its ad-targeting technology to the group's Millward Brown Digital brand-lift studies. After serving a mobile ad, marketers will be able to run a study to ascertain whether or not the ad is remembered by it's ...

[Estimated timeframe:Q1 2016 Onward]

... 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.

Source: AdWeeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6800

Smartphone Ownership Predicted to Soar in Globe's Top Digital Markets

Trend Summary: Two thirds of people living in the world's top digital markets will own a smartphone by 2018.


According to the New Media Forecasts report from ZenithOptimedia, published today, 66.5% of individuals in key digital markets worldwide will have a smartphone by the end of 2018. In forty-seven leading countries smartphone penetration rose from 41.6% in 2013 to 49.5% in 2014 while ...

[Estimated timeframe:Q4 2015 - Q4 2018]

... 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.

Source: ZenithOptimedia.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6765



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