427 Marketing Trends found for Media / Mobile


To minimise / maximise the insight just click anywhere within the orange box
Marketers Urged to Learn Lessons from Ad Blocking

Trend Summary: Ad blocking is the latest development to shake the digital marketing industry.


Apple’s recent move to make ad blocking available on its iPhones has sent shockwaves through the digital world,despite the fact that the biggest ad-blocking app of its type has now been pulled from the IT titan's app store. There is an upside, however, given that this topic is shedding vital light on online advertising, thereby compelling marketers to ...

[Estimated timeframe:Q4 2015 onward]

... 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.

Source: IABuk.net
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6748

Google Moves Into Billboard Advertising in UK

Trend Summary: Google is running proof of concept tests in the UK, trialling ads on digital billboards via its DoubleClick advertising platform.


The tests, running in several markets in the UK, rely on data such as local weather, travel information and sporting events to determine which ads to serve. However, targeting passersby with digital out-of-home is more complicated than ads running on the internet. For example, if it's a cold day the ads may serve up information on ....

[Estimated timeframe:Q4 2015 onward]

... a warm soup or beverage, although the system doesn't rely on local search data.

However, although the ads can't target specific individuals, the system is likely to rely on aggregated data from local searches via mobile devices and desktops to trigger the ads.

According to one report, the billboards might rely on wireless signals from mobile devices which activate targeted ads. However, if the passing audience isn't the right one to receive a specific ad, the technology then opts not to serve that ad. 

A Google spokesman denies, however, that the system relies on search data: "The trial doesn't currently rely on data from wireless signals", insisting that "this is just an experiment with some media agencies in the UK. No product is currently in development".

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=6741

Digital and Mobile Media Continue Rapid Global Growth

Trend Summary: The Headline Global Marketing Index [GMI] for October registered a value of 55.2, up from its value in September. 


The latest GMI Report from World Economics, released today, indicates that global marketing activity is expanding at a steadily pace, although the rate of growth is down from the 2014 YTD average of 60.5. According to World Economics ceo Ed Jones: “The Headline Global Marketing Index for October indicates that marketing activity is still rising across the world in all regions, albeit at a ...

[Estimated timeframe:Q4 2015 onward]

... slower rate than in 2014.

Mr Jones also notes that it is "still clear that digital and mobile media are expanding rapidly in all regions at the expense of traditional media. Europe is standing out with continuing increases in adspend while the Americas are cutting overheads". 

Globally, digital media recorded an Index value of 74.9 in October, up by 0.9 on its value the month prior. All regions saw extremely rapid spending growth via the medium. However, while the rate of growth accelerated in the Asia-Pacific region, up to 79.2, Europe and the Americas experienced falls in the value of the Index.

However, the Index values in these regions at 73.3 and 70.9 respectively still indicate rapid expansion.

Read the original unabridged World Economics 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: WorldEconomics.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6739

Local Adspend Via Mobiles to Hit $6.5bn by 2019

Trend Summary: Digital advertising’s share in local US markets is growing whilst concurrently boosting mobile campaigns.Tomorrow the world? 


Citing statistical data from US based research and advisory company BIA/Kelsey, the Interactive Advertising Bureau’s Local Buyer’s Guide predicts that US advertisers will spend a total of $139.4bn on local advertising in this year, while by 2019, local advertising expenditure is predicted to equal a massive ...

[Estimated timeframe:Q1 2015 - Q4 2019]

... $157.7bn. 

According to the IAB, online and mobile constitute the two biggest portions of that spend - at 11.5% and 4.8% respectively.

The terms 'Local' and 'Location' are often mixed together, but the IAB defines location as the tech and data side and local as the people and places side of the equation.

Says Joe Laszlo, senior director of mobile marketing and excellence at IAB: “What it means to be a marketer today is very different from what it meant to be a marketer even three to five years ago.”

“Marketers can’t just be focused on the “art” of marketing, but also need to focus on the tech side/science side of marketing, especially in smaller businesses.”

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=6725

Google Now Rules the 'Advertiser Experience' Roost

Trend Summary: Google has evolved beyond its search roots to become one of the most dominant players in global display, video and mobile advertising.


According to Joe Mandese, Media Post's Editor in Chief, Google's unremitting focus on its end-user experience has made the Mountain View mammoth the world's leading media company with which advertisers want to do business. Mandese's assessment  is based on the periodic Media Company Report published by Advertiser Perceptions Inc [API], a company that claims to ...

[Estimated timeframe:Q3 2015]

...  deliver the insights and guidance necessary for success in today’s competitive media advertising industry. 

API's latest review of media companies notes that Google continues to increase the distance that separates it from the rest of the Madison Avenue media pack.

With the average of all media companies indexing at 100, Google scored 138 in API’s just-released 2015 report, 21 index points greater than its next-closest rival (Disney) and 30 points greater than its next closest pure-play digital rival (Facebook).

The fifteen individual criteria used by API to measure and rank advertiser experience hasn’t changed over the study's 22 editions.

Ad Results remains No. 1 among these criteria, followed closely by Customer Satisfaction, Easy to work with, Understands my business and Quality audience/circulation practices.

What has changed, however, are the individial companies that advertisers most associate with the foregoing attributes.

Explains AP’s Frank Papsadore: “Looking back to Wave 18, the top ten media companies consisted of a mix of traditional media leaders from TV and print with Google and Yahoo showing up here and there for ad results".

“Fast-forward to Wave 22, and it’s the digital media brands that lead the pack, with Google on top by a wide margin.”

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=6710

Marketing Budgets Rise Globally Thanks to Digital and Mobile

Trend Summary: Marketing budgets rise globally, while new media earthquake intensifies.


According to the latest edition of the World Economics Global Marketing Index [GMI], worldwide growth in August registered a value of 55.1, little-changed from the previous month. This indicates that marketing activity is still expanding steadily on a global level with growth recorded in ....

[Estimated timeframe:Q3 2015]

... all regions.

Headline GMI values for Europe, the Asia-Pacific region and the Americas stand at 56.4, 54.3 and 54.5 respectively. 

The aggregated America’s GMI value for the Americas disguises two very different economic climates since North America, with a GMI of 60.9 shows very strong growth, while South American countries, are showing decreasing marketing activity, with a GMI of 42.0, below the 50.0 no-change figure.

This contrasting climate is congruent with the findings of the World Economics SMI’s Standard Media Indices [SMI's] for the United States and Latin American economies. The USA is enjoying solid levels of economic growth whereas Latin America as a whole is now in recession.

The share of internet media (Digital and Mobile) in marketing budgets continued to expand rapidly in August. Digital advertising registered a high Index value of 73.8 globally. while mobile advertising registered an Index value of 71.0.

The two media grew at very strong rates in all regions apart from South America where the Index value for Mobile of 45.2 indicates a fall in spending in the medium.

Nevertheless, Digital still grew very strongly in the region with an Index value of 61.3 even when compared with a value of 71.5 in North America. At current rates of growth, Digital and Mobile should have the largest share of marketing budgets by 2016, after being close to zero at the Millennium.

Meanwhile, traditional media generally continued their decline in August. The allocation of marketing budgets assigned to TV recorded an index value of 45.3, below the 50.0 ‘no change’ level.

This was the ninth consecutive month that the global TV index indicated a fall in spending in the medium.

Expenditure allocated to TV fell in the Americas with an index value of 39.9, and of 29.0 in South America. The medium’s share of budgets also fell in the Asia-Pacific region where the index recorded a value of 45.3, while TV in Europe showed continuing weak but steady growth with an Index value of 52.4.

Read the original unabridged Global Marketing Index 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: World Economics.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6706

Brands Urged to Adapt to 'Generation SnapDash

Trend Summary: A recent study reveals that the average human attention span whilst watching onlne videos has fallen from 12 seconds in 2000 to just eight seconds in 2015.


The current attention span whilst watching online videos, according to Marketing magazine journalist Nicola Kemp, is less than that of a goldfish, provoking anger with uninvited commercial messages. A study recently conducted by Microsoft reveals that the average human attention span fell from twelve seconds in 2000 to eight seconds - less than that of a ...

[Estimated timeframe:Q3 2015 onward]

goldfish! 

The Microsoft study will likely make welcome reading for SnapChat chief executive Evan Spiegel, who has produced an 80s-style infomercial promoting the platform to brands.

Snapchat is video messaging application created by three Stanford Univerity students: Spiegel himself with Bobby Murphy and Reggie Brown.

Spiegel advocates "3V advertising", which stands for "vertical video and views". He also reveals that Snapchat users do not rotate their phones – therefore, vertical videos are far more effective at reaching millennial consumers.

Using the Snapchat application, users can take photos, record videos, add text and drawings, and send them to a controlled list of recipients.

Users set a time limit for how long recipients can view their Snaps (currently the range is from 1 to 10 seconds, after which they will be hidden from the recipient's device but not deleted from Snapchat's servers.

Read the original unabridged MarketingMagazine 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: MarketingMagazine
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6698

Online Video Set to Erode TV Audiences by 2016

Trend Summary: The average amount of time people spend daily watching online video is projected to increase by 23.3% in 2015.


According to the latest Online Video Forecasts by London headquartered media agency ZenithOptimedia, the average amount of time people spend consuming online video each day is projected to increase by 23.3% in 2015 and by ...

[Estimated timeframe:Q3 2015 onward]

... an additional 19.8% in 2016.

Moreover, viewers are most likely to be watching these videos via their smartphones.

Video consumption on mobile devices - such as smartphones and tablets - is forecast to grow by 43.9% in 2015, and 34.8% in 2016.

In total, 52.7% of video will be viewed via smartphones and other mobile devices by 2016 and 58.1% by 2017 - up 22.9% in on the 2012 viewing data.

Says says ZO's Head of Forecasting Jonathan Barnard: "I was surprised to see that across the markets covered by the report, mobile viewing of online video is catching up with desktop and other devices extremely quickly, and mobile will be the main viewing channel next year".

The projected growth varies by region. Twelve markets in particular, among them China (27.2%), France (50.0%), Germany (27.5%) and the USA (12.3%), are seeing regular online video viewers increase at double-digit rates.

Notes Mr Barnard: "Some of the keenest [video] users are young, affluent viewers who are hardest to reach on television. Brands are finding online video a particularly effective way to reach these valuable audiences, not just with advertising, but also with branded content; content that can inform or entertain consumers in a deeper and richer way than is possible with short, interruptive ads.”

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=6685

Smartphone Coverage to Reach 70% of World Population by 2020

Trend Summary: Thanks to advanced mobile technology 70% of the world's population will be using smartphones by 2020.


According to the latest Mobility Report from Ericsson, the Swedish multinational provider of communications technology and services, advanced mobile technology will be globally ubiquitous by 2020. By which date a majority of the world's population will be using smartphones achieving ...

[Estimated timeframe:Q2 2015 - Q4 2020]

... 90% coverage by mobile broadband networks.

Findings from the latest edition of Ericsson's Mobility Report, published today, indicate that  advanced mobile technology will be commonplace across the globe by 2020.

Over the coming five years smartphone subscriptions will have more than doubled, reaching 6.1 billion, while 90% of the world's population will be covered via mobile broadband networks.

The report also foresees that, concomitant with the continued rise of smartphone usage, there will be accelerated growth in data traffic, predicted to increase ten-fold by 2020, by which time 80% percent of all mobile data traffic will come from smartphones.

In the interim, monthly data usage per smartphone in North America will increase from 2.4 GB today to 14 GB by 2020.

Comments Rima Qureshi, Ericsson's SVP and Chief Strategy Officer: "This immense growth in advanced mobile technology and data usage, driven by a surge in mobile connectivity and smartphone uptake, will makes today's big data revolution feel like the arrival of a floppy disk.

"We see the potential for mass-scale transformation, bringing a wealth of opportunities for telecom operators and others to capture new revenue streams. But it also requires greater focus on cost efficient delivery and openness to new business models to compete and remain effective."

Read the original unabridged Ericsson.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: Ericsson.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6637

Online Digital Media Usage Soars - and Fragments

Trend Summary: The time spent in consuming media continues to expand, raising key questions about opportunities and consequences for brands.


According to estimates released this morning by UK media agency ZenithOptimedia, competing for consumer attention in an increasingly fragmented media marketplace is becoming ever more difficult. For example, per capita consumption of media is projected to rise by ... 

[Estimated timeframe:Q2 2015 onward]

... 1.4% this year, to an average of 492 minutes daily.

That equates to seven minutes daily from the worldwide per capita average of 485 minutes in 2014, which Zenith's’s analysts attribute to greater access to the internet, especially mobile connectivity.

Moreover, Zenith estimates that per capita internet usage will rise 11.8% this year.

The data, which comes from the latest edition of ZenithOptimedia’s Media Consumption Forecasts, projects that between 2014 and 2017 internet consumption will grow at an average annual rate of 10%.

Zenith also estimates that per capita usage of the internet has doubled worldwide since 2010, almost doubling from 59.6 minutes daily in 2010 to 109.5 minutes in 2014.

The report also notes that “Mobile technology in particular has created new opportunities to consume media, by allowing people to access the internet while out and about – shopping, commuting to work, waiting to meet friends, and so on.”

Read the original unabridged Mediapost.com article.

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=6633



First Previous 1 2 3 4 5  ... Next Last