427 Marketing Trends found for Media / Mobile


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Apple Watch Set to Trigger Wave of Tech Startups

Trend Summary: Wearable tech devices are on course to make push notifications truly convenient.


Thanks to the latest developments in wearable technology such as Apple's iWatch, 'push notifications' (gizmos that enable your application to notify a user of new messages or events even when they are not  actively using a relevant application) are poised to hit the consumer market as early as March 2015. According to Wall Street Journal columnist Christopher Mims the technology will ...

[Estimated timeframe: Q1 2015 onward]

... be a launch pad for the next wave of billion-dollar consumer-tech startups.

Apple has already revealed its sleek customisable watch and - given the brand's track record - it’s safe to assume the company will again release hardware that’s best in class.

Much more important to the success or failure of the watch, however, are the apps on which the device depends.

Apple already boasts the world’s most loyal regiment of happy, well-paid mobile-app developers who, according to Apple, collectively generated $10bn in revenue at the App Store last year.

As an example of the iWatch's potential consumer appeal, journalist Mims pictures a scenario in which a user walks into a grocery store with a shopping list uploaded to his or her watch.

The device knows the shopper's location so precisely that it can plot a route through the store, eliminating the frustration of wandering from aisle to aisle, wondering where that one particular item might be.

Mims concludes: "While many have highlighted Apple Watch’s payments software and health-monitoring capabilities, its ability to connect us to what our phones already know about where we are and what we’re doing—augmenting our reality with a new layer of data—makes me think it could bring about profound behavioral change in its users."

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.

Source: WSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6481

Brands to Reach Multiscreen Consumers Via 'Seamless Story Telling'

Trend Summary: UK advertisers will spend more of their media budgets in a move to coordinate TV ads with concomitant online promotions.


Spurred both by Millward Brown’s AdReaction study and advances in automated media trading, advertisers in 2015 will look to a more unified campaign planning regime. The study reveals that of the seven hours UK consumers spend on daily viewing of content on various screens, less than a third (32%) of that time is ...

 

[Estimated timeframe: Q4 2014 - Q4 2015]

... devoted to simultaneous consumption of another digital screen while watching TV.

In comparison, the number of people who use one screen only to stop and shift to another was 68%, equating to 213 minutes of their total daily screen usage.

The biggest multi-screen marketing opportunities, therefore, are reaching people at points in the day when they switch from one device to another, which, the study claims, could boost synergistic multiscreen campaigns.

This is due to the potency of so-called “meshing”, whereby TV and a digital screen are used to consume related content.

According to Millward Brown, consumers spend around 7% of their daily screen time accessing related content from mobile devices, while almost a quarter (24%) of screen time is used to conduct unrelated media tasks while watching TV.

Comments Duncan Southgate, global brand director of digital at Millward Brown: “Second-screen synching isn’t just about media efficiency and hitting consumers with multiple messages, it’s also a new story-telling opportunity that allows brands to add extra value for people who have just watched their TV spot.”
 

Read the original unabridged TheDrum.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: The Drum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6477

Digital Advertising Under Increasing Threat from Bots

Trend Summary: The US Association of National Advertisers [ANA] reports that marketers are experiencing a billion-dollar bot problem.


Internet robots (bots for short) are notorious for running illicit automated tasks over the internet - with digital ads especially vulnerable to bot fraud. Fraud in Digital Advertising, a body set-up by the ANA has launched an initiative to determine the level of bot fraud. Nor is the UK immune from this threat, with the BBC News reporting that ...

[Estimated timeframe: Q4 2014 onward]

... bots now account for 61% of web traffic.

One-fourth of all US video ads and 11% of display ads are viewed by fake consumers created by cyber crime networks seeking to grab a king-size slice of the billions of dollars spent on digital advertising.

Many of the bots are custom-made to carry out a specific activity, such as a DoS [Denial of Service] attack - forcing a server to cause a website or service to crash by flooding it with traffic - or to steal company data.

The bots also siphon money from brands by setting up fake websites or delivering fake audiences to websites that make use of third-party traffic. The report estimates that in 2015 US advertisers will lose circa $6.3 billion to bots.

According to the ANA, nearly one-fourth (23%) of all video ads are served to bots, while 11% of display ads are bot-infected. The ANA study indicates that bots account for 17% of all programmatic ad traffic and 19% of retargeted ads.

The bot data accrues from 181 advertising campaigns carried out by thirty-six ANA member companies.

The campaigns were measured for sixty days and accounted for 5.5 billion impressions across three million domains.

The campaigns measured were by major multinational brands, among them Ford, Walmart, Verizon, Prudential, MasterCard, Kellogg’s and Johnson & Johnson.

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=6469

Location-Based Digital Ads Reach Orbital Velocity

Trend Summary:  The days of advertisers reaching their target audience via TV alone are long gone, a recently conducted study concludes.


The study, conducted jointly by global marketing research firm Nielsen Corporation and America's Association of National Advertisers [ANA], concludes that multiscreen campaigns - ie those reaching a target audience via a plethora of screens - are likely to account for ...

[Estimated timeframe: Q4 2014 - Q4 2016]

... 50% of all US ad budgets by 2016.

The underlying rationale is that screens are now everywhere - in aircraft, offices, cafes, bus stops, storefronts, taxis, elevators ... ad infinitum!

Because audiences are able to view lots of screens in lots of different places, successful campaigns must, of necessity, be ubiquitous.

Moreover, smartphone and tablet screens enable digital placed-based ads to target consumers in appropriate locations.

The rapid rise in marketing via these screens - dubbed digital out of home [DOOH] or digital place-based advertising - comes as no surprise to those following the mushrooming growth of mobile advertising.

These hard facts suggest that digital placed-based advertising is not a phenomenon in itself but a natural extension of any mobile campaign.

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=6466

Mobile Ad Medium Matures - At Last!

Trend Summary: Mobile advertising, seen by many as just another direct response tool, can increase brand awareness by more than 50%.


New research conducted by Havas Media Group together with Sky Media found that a recent joint mobile campaign for finance brand Nationwide and pizza chain  Domino's - together with a lab-based control test for Birds Eye frozen foods - delivered a combined brand perception for all three brands. This equates to ....

 

[Estimated timeframe: Q4 2014 onward]

...  a 13% uplift in brand perception from the non-exposed to the exposed group of respondents.

The campaign's objective was to establish the best way of measuring mobile effectiveness in the absence of cookies.

According to an article in MediaTel, the results showed that brand awareness increased by 54% after mobile consumers had viewed ads from the three participating businesses.

The lab tests featured native mobile ads, not currently widely served, and these were found to be "more relevant and engaging" than standard banner ads as they caused less irritation but still achieved strong cut-through.

Commenting on the tests, Sorcha Garduce, digital insight director at Havas Media Group, opined: "There is no question of the importance of mobile devices to consumers which in turn translates to brands, making research into mobile effectiveness never more important."

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: www.warc.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6457

Smartphones to Dominate Tech Industry Sales by 2020

Trend Summary: Within the next five years 80% of the world’s adults will be online, due, primarily, to a massive surge in smartphone usage.


Benedict Evans, a partner at the influential $4 billion venture capital giant Andreessen Horowitz, predicts that within the next half-decade the technology industry will be selling to everybody - not just the major corporations that buy mainframe computers or the middle class families that purchase home PCs. Instead people will be accessing the web via their smartphones - a trend with major implications for ...

[Estimated timeframe: Q4 2014 - Q4 2020]

... companies of all types and sizes.

Speaking at this week's Demo conference in San Jose, California, Mr Evans predicted that by 2020 around 80% of the world’s adults will be online, primarily due to  smartphones.

“Everyone gets a pocket computer,” Evans said: "One with a camera, sensors, location, payment capabilities and so on"

"Also they spend more time in mobile apps now than they do on the web. So the era of mouse, keyboard, web browser and finding information by page rank, which have dominated the tech industry for twenty years, is coming to an end."

Mr Evans concluded his address on a mildly apocolyptic note: “When tech is fully adopted it disappears. Software is eating the world, but more than that, tech is outgrowing the tech industry.”

Read the original unabridged Blogs.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.

Source: Blogs.wsj.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6455

Mobile Real-Time Bidding Nears Orbital Velocity

Trend Summary: The number of global players in the mobile real-time bidding arena has significantly increased in the past year, doubling spend.


Smaato, a San Francisco-based mobile Real Time Bidding [RTB] exchange, has published its Q3 2014 Global Mobile RTB Insights report, revealing that the number of RTB players worldwide in the mobile advertising media sector has increased significantly over the past year, with spending more than ...

[Estimated timeframe: Q4 2014 onward]

... doubling as a result.

The overwhelming majority of that spend continues to come from the USA, which generated 61% of the money flowing through Smaato's exchange last quarter. The UK was second with 8% and Canada third with 3%.

Global spend on mobile RTB inventory increased by 140% year-on-year, while there was 270% more mobile RTB supply in Q3 2014 compared to the previous year, and demand rose by 574%.

Although it accounted for nearly two-thirds of the spend, the USA also contributed one-third (34%) of the volume (87 billion impressions). The latter soared by 371% more than Q3 2013.

In the wake of the USA, India generated the second highest mobile RTB inventory in Q3 at 10%, while the UK accounted for 3% of all global mobile RTB impressions last quarter. The full Smaato Q3 2014 report can be accessed here.

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=6445

UK Adspend Growth HitsThree Year High While Mobile Sags

Trend Summary: Advertising across the UK media spectrum is growing at its fastest rate in three years, despite mobile's failure to meet growth forecasts.


According to the latest data jointly released by the UK Advertising Association and the World Advertising Research Center [WARC], increasing TV and online adspend in the UK has led to the fastest growth rate in three years - despite mobile spend failing to meet its projected target figures. Overall  ad spending, however, grew by...

[Estimated timeframe: Q4 2014 onward]

... 8.5% year-on-year during the second quarter of 2014.

This represents the fastest rate of growth since Q3 2010, reaching £4.5bn.

Internet adspend continued to rise hitting £1.7bn in Q2 2014, a year-on-year rise of 17.2%, thereby lifting the category's H1 tally to 15.6% growth.

Overall, the AA/WARC projections predict UK advertising expenditure growth in 2014 to hit 15.1%.

Mobile projections for 2014, however, are reduced from 75% to 56% as growth in the first half of the year failed to meet expectations.

According to WARC data director Suzy Young: "The 2015 forecast has been adjusted to allow for the better than expected growth this year - in July we were predicting 6% for 2014 and 6.7% for 2015. Now it's 6.4% and 6.5%.

Read the original unabridged The Drum.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: The Drum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6436

Automated Ad Buying to Rule Roost by 2016

Trend Summary: Programmatic advertising is on track to double its revenues from $10 billion this year to $20 billion in 2016.


According to a new report from independent market research company eMarketer, programmatic advertising  - the automated buying and selling of digital ads - will double over the next two years. This once insignificant segment of the global advertising industry is now on course to generate ...

[Estimated timeframe: Q4 2016]

... $20bn in annual ad revenues by 2016.

In digital marketing, programmatic marketing campaigns are automatically triggered by any specified type of event and deployed according to a set of rules applied by software and algorithms. Human skills, however, are still needed in programmatic campaigns as the campaigns and rules are planned beforehand and established by marketers.

Writing in the current issue of AdWeek, journalist Garrett Sloan warns that the ad industry will reach an inflection point this year, with programmatic ad spending growing by 137% in the US alone.

Mr Sloan predicts that in 2015 mobile programmatic will exceed desktop programmatic for the first time. These are his numbers:

1. Mobile programmatic ad spending in the US will hit $8.36bn next year, surpassing desktop for the first time, which will generate $6.62bn.
 

2.However, desktop spend will start to decline 3.9% in 2016 while mobile continues to grow, up 69.2%.
 

3. As for the type of programmatic, real time bidding (the exchange model) is king right now, accounting for $9.25bn of this year's $10bn buying pie.
 

4. Programmatic direct is growing much faster, however, up 850% this year to $800 million.
 

5. By 2016, programmatic direct will be an $8.57bn business compared to $11.84bn for real-time bidding.
 

6. Also, private marketplaces are growing in the real-time bidding ecosystem. Open exchanges still rule but the gap is closing. By 2016, open exchanges will handle 72% of programmatic buying, whereas today it handles 88%.
 

Lastly, by 2016, $3.84bn (or 40% of all digital video ads in the US) will be bought programmatically.
 

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=6430

Smartphones Set to Drive Paid Search Traffic in 2015

Trend Summary: A global survey conducted for Adobe Systems predicts that smartphones will contribute 40% to paid-search traffic by 2015.


According to the Adobe survey, paid-search traffic via smartphones will account for the largest segment of advertisers' global budgets in 2015. In the third quarter of 2014 alone, marketers spent 22% of their worldwide budgets on search engine marketing, reveals the Adobe Systems report released yesterday. In the USA that budget figure equates to a 4% year-on-year increase. In Europe, however, marketers spent ...

[Estimated timeframe: Q4 2014 - Q4 2015]

... 32% more.

UK adspend via search engines rose by a relatively modest 8% in the same period.

In 2015, however, smartphone paid-search traffic is predicted to garner the largest slice of budgets.

The Adobe Digital Index Q3 Digital Advertising report found that while Google is unquestionably the dominant search engine vis-a-vis traffic referrals (scoring more than 25% of all non-app visits to websites), Bing produced the highest referred revenue per visitor to retail sites from search and social non-app traffic.

However, Google still leads in click-through rate growth, up 14% year-on-year at a lower cost per click of 4% compared with the Bing/Yahoo network at 8% and 12% respectively.

According to Sid Shah, Adobe's director of analytics for advertising solutions, Google holds about 70% market share while the Bing/Yahoo network snares around 30%. "We're finding the automotive and the retail sectors are doing well and increasing the amount spent on advertising," Shah notes.

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=6427



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