427 Marketing Trends found for Media / Mobile


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TV Ad Budgets Worldwide Hit As Digital Soars

Trend Summary: TV Budgets worldwide continue to be hit by rapid growth of digital media, especially in the USA.


The Headline Global Marketing Index [GMI] for May 2015, published by WorldEconomics.com, registered an index value of 55.6, indicating that marketing activity continues to grow worldwide. This expansion was evident across all regions, recording Headline GMI values of 55.9 (Europe),  56.0 (Asia Pacific) and 55.2 (The Americas). The survey also revealed ...

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... that the allocation of marketing budgets assigned to TV fell further with an index value of 45.9, below the 50.0 ‘no change’ level.

May was the third successive month in which the value of the global TV index fell, as it did in each region, while Europe experienced feeble growth in the medium with an index value of 50.6, down by 1.1.

Revenues allocated to TV fell in absolute terms in the other regions. The plunge in TV’s share of marketing budgets was particularly severe in the Americas where an index value of 39.3 was recorded, down by 2.1 on the previous month.

Traditional media, TV, Out-of-Home, Radio and Press, continued to fall vis-à-vis the allocation of marketing budgets assigned to them worldwide. This decline is attributable to the rapid growth of Digital and Mobile advertising (via Internet) which, on an extrapolation of current trends, are collectively set to become the world's largest media segment by 2016.

Digital and Mobile advertising in May recorded global index values of 79.1, up by 0.7 and 75.6, up by 0.4, respectively.

Budgets allocated to these media continue to rise rapidly in all regions. In contrast, expenditure on Print continue to fall, recording a Global Index value of 32.1 in May. This pattern of decline was repeated across all regions.

According to WorldEconomics.com ceo Ed Jones: "The Headline Global Marketing Index reading for May indicates continuing growth in business activity."

He added: "Marketing Budgets are still expanding across the world apart from the Americas where spending has stagnated. The rising trend in spending on Mobile and Digital media has continued at the expense of TV and other traditional media.”

Read the original unabridged WorldEcomomics.com report.

[Estimated timeframe:Q2 2015 - Q4 2016]

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

Source: WorldEcomomics.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6612

Twitter Rolls-Out New Trending Topics Tool

Trend Summary: Twitter is poised to roll-out a new feature for its mobile app that highlights trending topics.


As part of Twitter’s ongoing effort to help users discover timely and relevant tweets, the micro-blogging network is about to jettison it's namesake tool built solely for that purpose. In future, trending topics (usually in the form of hashtags) will appear on the app’s search page with brief descriptions beneath each one to explain ...

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... the hashtag's meaning.

The hashtage explanation is timely as some hashtags can be obscure. Moreover, users have complained that Twitter's new Discover feature displayed content that wasn’t relevant.

Interestingly, the new feature is not dissimilar to Facebook's inclusion of a one-line description beneath trending items listed on its desktop version news feed.

Twitter said it may also show how many Tweets have been posted relative to each individual trend, noting whether the trend is gaining or losing traction.

The new mobile feature, designed for iOS and Android, will launch initially in the USA. Meantime the company intends to continue experimenting with similar features on Twitter.com.

Read the original unabridged BlogsWSJ.com article.

[Estimated timeframe:Q1 2015 onward]

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

Source: BlogsWSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6562

Marketers Urged to Maximise Mobile Chat

Trend Summary: Facebook has revealed that it's new 'Messenger' app has already notched 600 million users, heralding a new global messaging service for marketers.


Facebook's new Messenger app enables the social network's users and - most significantly marketers - to reach other members of the social media service via their mobile phones and the web, wherever they happen to be and at any given moment. The new facility also allows users to text their friends for free via the sender's existing data plan. Additionally, the Messenger app also permits Facebook members to ...

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... reach friends so they never miss the sender's messages.

Senders are additionally informed who has seen their message and who hasn't. Last year Messenger app useage grew by 50%, faster than FaceBook's main app.

Despite the fact that messaging apps are clearly the fastest growing mobile apps, US brands and retailers alike have yet to make themselves available via mobile chat.

Opines the Ad Age article's author, Puneet Mehta, co-founder and ceo of MobileROI: "When you think about all the situations in which you have to call an airline, hotel, restaurant, insurance company etc, the fact that you can't instead message these companies on your smartphone for updates, to place an order or make changes to a reservation, is shocking.

Mr Mehta advances five key strategies for brands to consider as they mull usage of Facebook's new gizmo:

1. Tailor interaction to context.

2. Exist across marketing, sales and service. 

3. Leverage human-assisted artificial intelligence.
 

4. Extend engagement through personalized content.
 

5. Bring messaging functionality to many touchpoints.

 

Read the original unabridged AdAge.com article.

[Estimated timeframe:Q1 2015 onward]

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

Source: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6561

Is the 'Internet of Beacons' the Future of Marketing?

Trend Summary: Mobile audience analytics specialist Reveal Mobile has to date detected, located and classified 6,400 so-called 'Beacons' across the USA.


Beacons are tiny sensors which, as their name suggests, constantly emit signals of their presence. When another sensor (for example the one in your smartphone) passes adjacent beacons it triggers certain pre-determined events. If, say, you are wandering around a store and pass a beacon en route to the shoes section, your phone might receive...

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... a coupon for sneakers. 

Beacons are also used to control other scenarios. On a macro level, if a thousand people with smartphones move through a store in a given way, the retailer's  operations control centre could use that information to adjust energy allocation throughout the store. The potential uses for beacons are endless - but are the beacons themselves?

According to research conducted by Reveal Mobile: “Since June 2014 we've been detecting beacons across the globe, but primarily in the United States."

"We do this to build anonymised mobile audience data. Our software development kit enables a programmer to develop applications for a specific platform embedded in over eighty apps reaching more than two million monthly unique visitors. Assuming the shopper has opted-in to share his or her location and has Bluetooth turned on, the software detects the beacon signals.

"The total beacons that we have detected, located, and classified thus far in the United States total 64,000. Of that number, we can verify the manufacturer on 17,000 beacons, equating to 26.5% of known beacons.”

Read the original unabridged Altimeter Group.com article.

[Estimated timeframe:Q1 2015 onward]

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

Source: AltimeterGroup.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6555

WPP Steps-Up Investment in Mobile AdTech

Trend Summary: WPP Group, the world's largest marketing services conglomerate, has signalled its intention to move into mobile marketing via yet another acquisition.


WPP Group's programmatic arm Xasis, has acquired Verizon Ventures' mobile tech offshoot ActionX, thereby enabling Xaxis to more accurately target ads within apps, facilitating symbiosis and precision in linking user identities across multiple devices - capabilities upon which ActionX built its business. In particular, the deal will enable the WPP offshoot to more accurately ...

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... target ads within apps and link user identities across devices.

The ActionX system works primarily on behalf of app owners by tracking the anonymous behaviour of mobile app users then serving ads to those users based on their behaviour.

This technology could signal the beginning of the end for cookies. Says Xaxis ceo Brian Lesser: "It's no secret that cookies have limited utility in an ever increasing mobile world."

"There's lots of ways of solving that, but perhaps the best way is to work directly with an advertiser within their app and across other apps."

Xasis' acquisition comes at a time when mobile advertising resembles the Wild West. Cookies used to track users on the web are ineffective on mobile devices, making it difficult for advertisers to tailor ads to mobile users and co-ordinate campaigns across devices.

It's an environment that funnels adspend into whichever medium is best able to offer a solution to the problem, placing large companies like Facebook in pole postion thanks to its wealth of logged-in users. Meantime, mobile ad spending overall is also booming.

Read the original unabridged AdAge.com article.

[Estimated timeframe:Q1 2015 onward]

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

Source: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6554

Mobile Ads to Top Desktop Adspend by 2017

Trend Summary: Mobile advertising expenditure is on course to double that of traditional desktop spending over the coming two years.


Conscious that consumers' love affair with their mobile phones grows ever more passionate, US marketers are injecting large tranches of cash into app advertising according to eMarketer's State of US Digital Advertising report released this month. Mobile ad spending in the USA continued to rise in 2014 - a trend replicated beyond US shores - and is expected to reach ...

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...  $28.7bn this year. 

Over the same period, so-called 'Desktop spending' totalled $31.bn, down from $32.4bn in 2013, whereas mobile ad spending totalled $19.2bn in 2014, up from $10.7bn in the previous year.

eMarketer senior mobile analyst Cathy Boyle believes that features such as mobile search and location-specific tech drove the increase in mobile ad spending over the period.

She likewise opines that marketers favour location-specific app ads because they can gather information about consumers more efficiently than traditional mobile web advertising.

Ms Boyle also thinks that apps offer a native, more polished environment for ads. For example, embedded video can be developed for a certain game,  offering a more controlled environment for marketers and a more natural experience for users.

The eMarketer report predicts a continued decline in desktop ad spending over the coming four years. Conversely, mobile ad spending will nearly double desktop ad spending by 2017, with an estimated $25bn being spent on desktop advertising and $49.8bn on mobile.

Moreover, marketers favour location-specific app ads because they gather information about consumers more efficiently than traditional mobile web advertising.

Ms Boyle also believes that apps offer a native, more polished environment for ads. She cites, as an example, embedded video which can be developed for a certain game, offering marketers a more controlled environment, and for users a more natural experience.

Read the original unabridged AdAge.com article.

[Estimated timeframe:Q1 2014 - Q4 2017]

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

Source: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6548

Unilever to Invest in Tech Startups Via Crowd-Sourcing

Trend Summary: Unilever has launched a new crowdsourcing platform to enable its brands to directly invest in start ups.


Unilever's new direct crowdsourcing platform, named IDEAS, is an initiative to support the FMCG titan's plethora of brands by involving new and innovative marketing start-ups in the fields of digital, content, social and mobile. The Anglo-Dutch giant hopes that the new strategy will enable it to increase its investments in individuals with new ideas, for example ...

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... students and film makers.

In a recent interview with Marketing WeekUnilever’s senior vice president of global marketing Marc Mathieu said: “We think Unilever consumers will respond better to marketing ideas created by their peers, opposed to the cumbersome process of our internal marketing team going through briefs step-by-step, as there’s more of a spontaneity and honesty about the indie creative process".

Added Mr Mathieu: “Through the Foundry we’ve already started to work with people making ibeacon tech and AI, concepts that are the next big wave of technology. Some of our investments will lose, some will win, but we know some will emerge and be as big if not bigger than Facebook.”

The Unilever VP also implied that his company is interested in virtual reality technology, noting that “Platforms like Oculus Rift, once [they become] mainstream, will render experiences into people’s lives which will certainly impact the way we bring our brands alive and into consumers lives.”

Read the original unabridged MarketingWeek.com article.

[Estimated timeframe:Q1 2015 onward]

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

Source: MarketingWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6524

UK Consumers' Thumbs-Down to Mobile Apps

Trend Summary: Recent research reveals that almost two out of three UK consumers think mobile apps have reached saturation point and something new is needed.


A survey of 2,000 UK consumers aged 16-64, conducted by multinational research giant TNS on behalf of digital marketing consultancy Ampersand Mobile, reveals dissatisfaction among smartphone users in terms of how brands engage with them via mobile media. Consumers are tiring of an app-based approach to mobile and and instead seek ...

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... greater innovation in personalisation, relevance and utility. 

Comments Ampersand Mobile ceo Nader Alaghband: “The research shows that marketers are really struggling to keep up with the speed of innovation and consumer adoption of new tech."

The survey also found that:

• 71% of respondents believe branded apps do not engage and merely market and push content.

• 54% avoid big brand apps, seeing them as a one way marketing tool.

• Almost half (47%) delete all branded apps after just one use due to poor engagement, while the vast majority (84%) delete at least some apps.

• 62% think apps have reached market saturation and something new is needed.

• Almost half (44%) believe touch input is on its way out, to be replaced by more intuitive interactions, such as voice, motion or other innovation.

Summarises Mr Alaghband: "Across the board, and especially in mobile, forward thinking marketers have an opportunity to differentiate and thus improve their brand’s ability to retain, engage, and monetise customers.”

Read the original unabridged AmpersandMobile.com article.

[Estimated timeframe:Q4 2015 onward]

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

Source: AmpersandMobile.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6521

Google Debuts 3-D Augmented Reality Scanner

Trend Summary: Google's ambitious plan to scan the whole world in 3D could be available via a smartphone app before the end of 2015.


Google’s 3D-scanning camera, code-named Project Tango, has graduated from the company's experimental laboratory and is about to enter the real world. Starting life as a concept for smartphones, the so-called ScanCam is able to scan the world around it in 3D, enabling it to create a model that could ...

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... be used for augmented reality.

The technology could also help make unfamiliar places accessible to people with sight problems, for example providing directions around an unfamilar store.

Project Tango could also eventually be used for mapping the dimensions of a new home before buying furniture.

It could also eventually be integrated into games, enabling children to play hide and seek with animated characters or changing familiar locations into the sites of other animations.

Google's Project Tango Development Kit allows other companies to make apps using the technology, an example being Target Stores, the second largest US retail chain. The technology was used in projects such as Target’s augmented reality app, which scanned shop shelves during the run-up to Christmas and covered them in virtual snow.

In a press release announcing the Tango launch, a Google spokesman said: “We're excited about the continued commitment to developing the technology for our users — we wish our fellow pirates fair winds and following seas.”

Read the original unabridged Independent.co.uk article.

[Estimated timeframe:Q1 2015 onward]

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

Source: Independent.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6502

Digital Media Engagement is Twice That of TV

Trend Summary: A new report reveals that TV engages people for only half as long as digital media.


The report, jointly prepared by Nielsen and digital video ad tech firm YuMe, reveals that although people tune-in to TV on a regular basis, they mentally tune out in favour of the growing array of "second screen" options. On average, television commands a consumer’s attention for only ...

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... 39% of the time.

That's a rate which pales into insignificance compared with the attention commanded by laptops (70%), tablets (76%) and smartphones (77%).

Over a two-month period, Nielsen and YuMe conducted in-lab observations on two hundred consumers in Las Vegas. The latter were asked to engage, as they would at home, with any of the devices (TV, smartphone, tablet and laptop) for twenty minutes, and their actions were recorded.

Nielsen and YuMe concluded their experiment with fifty hours of video footage, which they claim, was then analysed “second-by-second” to measure consumer attentiveness.

According to the study, tablets and smartphones were both passively "on" at all times, sending users notifications and vibrations as alerts that something new was happening.

This passive "on" mode - compared to televisions and laptops, which are of little to no use when off - may partially explain why the TVs and laptop screens were turned on for significantly more time.

The television was on more than half the time (53%) during the experiment - tops among all screens - while laptops (48%) were second, followed by tablets (38%) and smartphones (17%).

Paul Neto, director of research at YuMe, acknowledged that the smartphone sample size was low, and that smartphones are likely more similar to tablets.

Speaking to MediaDailyNews, Neto said: “Ad load was not controlled during the experience, thus they would occur as they naturally do on the devices being used. Ad attention is [defined as] when an ad occurs while the survey participants were paying attention to the device, defined as "in attention view".

For example, respondents were paying attention to the television 39% of the time it was on, and during that time, 30% of total ads were seen on average. Thus, 70% of ads were missed as the respondents attention was elsewhere.”

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q1 2015 onward]

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=6523



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