55 Marketing Trends found for Media / Other


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Video Ads Under Scrutiny By US Media Rating Council

Trend Summary: The US Media Ratings Council is considering raising the bar on video ad impressions.


As part of its ongoing effort to improve ad industry trading currencies, the US Media Rating Council is considering raising the bar on video ad impressions to ...

 

[Estimated timeframe:Q1 2018]

...  “100% Viewabilty".

In addition the Council has issued an RFP [Request for proposals] in addition to research to support the move. The Council also seeks to push for “duration weighting.” Or in plain English, the duration of a financial asset that consists of fixed cash flows, for example a bond. 

Characterising the move as a call for “research and input,” the MRC says it is weighing a “possible move to 100% pixels as a viewability criteria.”

Moreover, the shift to duration weighting is potentially an equally significant industry shift, because it seeks to create a level playing field for valuing time-based exposure to video ads across platforms.

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: www.mediapost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7341

Global Advertisers Ready To Re-Think Approach to Media

Trend Summary: Media complexity forces marketers into organisational rethink.


According to a new white paper from the World Federationh of Advertisers, leading global marketers are prepared to re-think their organisation’s approach to media given that the complexity of that environment ...

[Estimated timeframe:Q4 2017]

... increases.

The survey, based on a study of 71 individuals at 54 member companies, between them representing global adspend of more than $90bn, reports that the most common approach to media management is via dedicated media "generalists".

According to the study "specialists" can now be found at global HQ for almost half of respondents; of whom 87% agreed (41% strongly agreed) that “as the complexity of media increases, more specialists (programmatic managers in particular), will be required”.

In addition, procurement is highly engaged in global media, with 59% of businesses having procurement specialists with media as a remit.

Read the original uanbridged 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=7260

Luxury Adspend Soars, Driven By USA, China and Japan

Trend Summary: USA, China and Japan are predicted to drive global recovery in luxury adspend.


The latest edition of Zenith’s Luxury Advertising Expenditure Forecasts, published today, predicts that expenditure on luxury advertising will rise by 2.9% in 2017, recovering from a ...

[Estimated timeframe:Q2 2017]

... 0.5% contraction in 2016.

The recovery will be led by luxury advertisers in the USA, China and Japan, which together account for 80% of the growth in luxury adspend come 2018.

This is the third annual edition of Zenith's Luxury Advertising Expenditure Forecasts, which examine expenditure on luxury advertising in twenty-three key luxury markets, namely Australia, Brazil, China, Colombia, France, Germany, Hong Kong, Italy, Japan, Malaysia, Mexico, Netherlands, Peru, Russia, Singapore, South Africa, South Korea, Spain, Switzerland, Taiwan, the United Arab Emirates, the United Kingdom and the United States of America.

As with Zenith’s long-established Advertising Expenditure Forecasts, the Luxury Market Forecast provides historic expenditure figures and forecasts by medium.

However, this report focuses specifically on luxury advertising, together with the sub-categories of luxury automotive, fragrances & beauty, fashion & accessories, and watches & jewellery.

Read Zenith's original unabridged Luxury Advertising Forecasts.


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

Source: Zenithmedia.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7167

Major Advertisers See Media as a 'Complex Headache'

Trend Summary: Most advertisers perceive media as a 'complex headache'.


A survey of marketers and media agencies conducted in January and February 2017 found that both groups believe advertisers media decisions primarily remain ...

[Estimated timeframe:Q1 2017]

... procurement-based.

The study, conducted by London headquartered media consultantancy ID Comms, also found that both groups (between them accounting for 79% of the survey's respondents) are convinced that such an approach is wrong and that media decisions should be based on strategic marketing factors, not just costs.

The study is based on answers from 178 marketing, media and procurement professionals around the world, primarily from Europe (74%) and the USA (18%).

The brands surveyed spend more than $22bn on global advertising annually, while the agency respondents came from all the major holding groups and independents.

Overall, 97% of respondents strongly agreed that “advertisers who take a more strategic and thoughtful approach to media will deliver a stronger marketing performance.”

Ninety-two percent of the agency respondents also felt that way, as as did 81% of the advertisers polled.

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=7108

2017 Will Herald the Era of Native Mobile Advertising

Trend Summary: 2017 is predicted to be the tipping point for Native Mobile Advertising.


According to sales intelligence company MediaRadar, publishers see an average renewal rate of 33% for native ad products when campaigns run for less than six months. News outlets like the Wall Street Journal, however, experience ...

[Estimated timeframe:Q1 2017]

... renewal rates of 72%.

Brands that want to run a successful native ad campaign might have to pay as much as $450,000 for a six-month run.

However, that might be a bargain, as marketers willing to cough up the dollars are happy to achieve a return rate significantly higher than the industry norm.

News outlets like the Wall Street Journal, for example, see renewal rates of 72%.

The key difference, MediaRadar says, is the length of the campaigns.

According to Media Radar's Ceo Todd Krizelman: "One of the things the successful publishers all have in common is the duration of the campaign."

"What we observed is in that time period of six months, the publisher has more time to course correct," notes Krizelman, adding that "in the grand scheme of things, native is still in the early days, so this concept of how you execute your best practices isn't protected."

Read the original unabridged Ad Age.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: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7089

Trust In Institutions Declines Worldwide

Trend Summary: Trust in institutions such as the media, government and business leaders continues to decline worldwide.


According to the Trust Barometer published by American communications and marketing giant Edelman, trust in institutions such as the media, government and business leaders continues to ...

[Estimated timeframe:Q1 2017]

 ... decline across the world.

Edelman’s survey reveals that faith in the media is at an all-time low in seventeen of the twenty-eight nations polled, while trust in government sagged in fourteen global markets and is rated as the least-trusted institution in half of all countries surveyed.

Trust in business leaders is also imperiled, dropping in every market polled.

More than half (53%) of global respondents felt the system was working against them, offering little help for the future. (Only 15% believed it was working for them; the remainder felt uncertain.

Comments Kathy Beiser, global chair of Edelman's corporate practice: “This crisis in trust has profound implications for institutions and their leaders“.

Adds Ms Beiser: "We see a growing and continuing disparity in trust levels between the mass population and the informed public, with the mass substantially less trusting than those with higher levels of income and education”.

She concludes: "The mass population simply doesn’t believe the system works for them anymore.”

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=7073

Web Connected TV Ads Burgeon

Trend Summary: US advertising buyers predict 'explosive' growth in the still-nacsent OTT ad market.


OTT, adland's latest jargon for “over-the-top” services, is a term used for the delivery of film and TV content via the Internet, without users having to subscribe to traditional cable or satellite pay-TV services such as ...

[Estimated timeframe:Q4 2016]

... Comcast or Time Warner Cable.

Americans are increasingly purchasing web-connected TVs and becoming more accustomed to watching shows on demand via apps instead of cable, resulting in  more ad space becoming available to media buyers.

According to equity research company Pivotal Research Group, connected TV viewing overall grew by 65% over the past year and now accounts for 8.1% of total daily TV viewing by US adults in the 18-49 age group.

It’s a safe bet that a large portion of that viewing is driven by ad-free platforms like Netflix and Amazon Prime. However, it transpires that commercial time is also receiving a healthy boost.

Moreover, ad tech company Innovid, which delivers ads to web video outlets along with fast growing TV apps such as Fox Now, Hulu and Crackle, says the share of ads delivered to connected TVs via its platform quadrupled this year.

Likewise Modi Media, the ad-buying division within WPP's GroupM, reports that over 37 million US households watched ad-supported shows on connected TVs over the past year.

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=7055

Marketers, Ad Agencies Divided Over Data Ownership

Trend Summary: Ad Execs are united on data ownership but divided as to whether it belongs to agencies or clients.


Way back in February 2009 WPP owned GroupM, the world's largest buyer of media, quietly altered the terms and conditions of its    online advertising buys with publishers, including one that today is  ...

[Estimated timeframe:Q4 2016]

... stirring a major debate over data ownership in the online advertising marketplace.

In 2009, GroupM changed the wording on all the invoices it exchanged with publishers, asserting that data generated by ads served belongs to the “agency/advertiser.”

Since then the amount of data has grown exponentially, but has also increasingly become consolidated within so-called “walled gardens” such as Google and Facebook, which have become gatekeepers for targeting consumers with digital ads.

This trend has caused a rift and increasing consternation in adland, as well as among major brands, and is one of the main reasons GroupM has reorganised its digital data infrastructure around its own “platform,” dubbed [m]Platform, announced this week.

Unsurprisingly, a majority of marketers (60%) believe they are the rightful owner of this data, although nearly half (49%) believe the agency has equal ownership.

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=7043

The Times They Are A-Changing (For Programmatic Marketing)

Trend Summary: Marketers will no longer have to struggle for the greater good of sponsored content.


As Bob Dylan so memorably sang back in 1964: "The times, they are a-changing". Today the same is true of the ...

[Estimated timeframe:Q4 2016]

... marketing, advertising and media businesses.

Fifty-two years on from Dylan's biggest hit song, industry bible AdWeek reports that advertisers, brands and social influencers are now competing for the greater good of sponsored content.

ROI Influencer Media, in partnership with multiple programmatic platforms like Rubicon Project, PubMatic, OpenX and Google's DoubleClick Ad Exchange, is making that process of sponsored ads a lot more simple.

According to Seth Kean, CEO of ROI Influencer Media, the social influencer market is basically in it's Wild West stage. Says Kean: "It reminds me of [the days] before video, digital or mobile advertising became standardised.

Kean predicts that when buying programmatic advertising packages, bundles of influencers who have signed with ROI will appear as options for buyers.

Enthuses Jay Sampson, Rubicon Project's head of strategic partnerships: "For the first time, premium brand and advertising agency partners on our platform can access native social content across all major social media platforms 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=7042

US Retail Marketers Link With Broadway Shows

Today's Marketing Trend: US Retailers seeking to boost their brand identities are embedding themselves with master storytellers - Broadway shows.


During this Autumn's New York theatre season, retail marketers have found new ways to weave a show’s cast or creative team into ...

[Estimated timeframe:Q4 2016]

... brand-related content.

Explains Damian Bazadona, founder and president of digital-marketing agency Situation: “The biggest growth within the advertising business is experiential marketing—and Broadway is an experiential brand"

And when the stars of the cast or creative team share with their own social media followers, they reach beyond the 600 to 1,500 or so people in an audience.

“Casts have evolved dramatically,” says Mr Bazadona. "They are now their own brands.”

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=7039



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