54 Marketing Trends found for Media / Other


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Gurus Unveil Seven Vital Business-to-Business Marketing Trends for 2015

Trend Summary: US marketers and ad agency executives identify the seven business-to-business marketing trends for 2015.


In what has become a mandatory annual ritual, America's senior advertising and marketing industry savants have dusted off their crystal balls and confided to adland trade bible Advertising Age the seven key factors they believe will shape the ad industry in 2015. In today's multinational world, their predictions are likely to to be replicated across the globe and not least in ...

 

[Estimated timeframe: Q1 2015 - Q4 2015]

... Europe and the United Kingdom. 

AdAge's Kate Maddox reports that data and automated messaging are hot topics, while business-to-business marketers say their marketing must get more personal in 2015.

According to b-t-b guru Andy Goldberg, global creative director at General Electric Inc: "We need b-to-b to be more human", a sentiment echoed by other marketers and agency execs who shared their predictions for the top b-to-b trends of 2015.

Mr Goldberg sees great story-telling as a 'must' in business-to-business marketing'. "You have to be great storytellers, especially in b-to-b" he says.

"One of the biggest challenges we had this year was telling the full GE story in one spot, and capturing the wonder and magic of what we do. 'Childlike Imagination' was wonderful storytelling - having a little girl talk about what her mom does at GE. We also did a partnership with The Tonight Show called 'Fallonventions' about kids who like to innovate. It became a story. There will be more and more of that in 2015."

Absolute 'musts' in B2B marketing, say agency and client executives, are ...

  • Great story-telling
  • Less data, more emotions
  • Shareable content
  • Holistic user experiences
  • Consumerisation
  • Reprioritising marketing
  • Connecting technologies

Read the original unabridged AdAge.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=6484

Media Industry in Global Acquistions Spree

Trend Summary:  In 2014 to date there has been a surge in foreign acquisitions of US entertainment and media companies - and vice versa.


Price Waterhouse Coopers [PwC], the world's second largest professional services network, today reports a 49% increase in the number of multinational deals during the quarter ended September 2014. During this period major aquisitions rose from seven to eighteen. Which, according to some analysts, was due primarily to ...

[Estimated timeframe: Q4 2014 onward]

... favourable tax considerations.

US headquartered companies, in particular, were active in buying overseas companies — an increase of more than 40% during the period, during which time one hundred and seventy-eight such deals were recorded.

Total dollar volume for the third quarter was $18.5bn versus $73.7bn for the second quarter, during which time the total number of acquisitions was 204 for the period versus 226 in the second quarter.This compares with 224 such deals in the third-quarter of 2013.

However, it's not all one-way traffic. PwC notes that by the end of Q3 2014 there had been considerable focus by foreign companies on social media, internet and cloud technology.

Two of the largest such acquisitions during the period were the acquisition of consumer rebates website Ebates for approximately $1bn by Rakuten of Japan and a $300m investment by Australia's Telstra in US firm Ooyala Inc, a manufacturer of online video technology products and services.

Total internet deals during Q3 numbered forty, totaling $3.18bn, slightly down on Q2 2014.

Publishing was the second-largest category with thirty-nine deals, versus forty-one in Q2 this year.

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=6467

Wearable Devices Face Uncertain Outlook

Trend Summary: A new study reveals that more than one third of consumers who bought a wearable digital product in the past year have stopped using it or do so "infrequently".


The report from PricewaterhouseCoopers [PwC hereon] attributes this trend to dissatisfaction with the product rather than a belief that wearable digital devices have no future. The report titled The Wearable Future, notes that over 50% of millennials and early adopters said they are excited about the future of wearable devices. Meantime, however, manufacturers will ...

[Estimated timeframe: Q4 2014-Q4 2018]

... have to overcome complaints about price, privacy and security.

Even so, PwC believes there will be more than 130 million units sold by 2018, while other sources guesstimate that sales could could soar to 180 million units.

The report anticipates substantial returns for brands, with media companies, in particular, having huge potential.

Predicts PwC:"Wearable technologies are blank canvases for highly targeted message placements, especially in the form of content with greater relevancy and context to the user."

Concludes the report: "Wearable devices won't just create more ad inventory and unleash more publishing subscription revenue - they'll provide a meaningful opportunity to drive product sales and eCommerce."


Read the original unabridged AdWeek 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=6438

Chinese Businesses Plan Onslaught on UK

Trend Summary: Investment in the UK by Chinese companies over the coming decade is predicted to reach £105bn.


According to a joint report by the London-based Centre for Economics and Business Research and multinational law firm Pinsent Masons, the main beneficiaries of Chinese investment are likely to be energy, property and transport companies. Indirectly the investments are also likely to spin-off substantial revenues for Britain's ...

[Estimated timeframe: Q4 2014 - Q4 2025]

... media and advertising industries.

China, the planet's second largest economy after the USA, has already invested £11.7bn in the UK during the period 2005-2013, the most controversial of which is China Investment Corporation's 10% stake in the UK's largest water utility Thames Water.

According to Richard Laudy, Pinsent Masons' Partner and Head of Infrastructure, the prospect of greater Chinese investment will be a "gamechanger" for the UK.

Some observers, however, are questioning what the outcome of this controversial trend will be. Mr Laudy, though, is predictably optimistic: “We expect this to be the beginning of a major trend as a trickle of Chinese investment turns into a wave over the coming decade.”

British-owned businesses, meantime, are likely to be crossing their fingers in the hope that Mr Laudy's "wave" won't develop into a tsunami.

Read the original unabridged FT.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: FT.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6435

UK Consumers Wary of 'Internet of Things'

Trend Summary: A recent survey by business services company KPMG reveals that UK consumers are uneasy about the so-called 'Internet of Things'.


UK consumers have expressed increasing concern that technology is overtaking their lives, with many admitting unease about the pace of change they face. The survey results also highlight people's discomfort with the increasing surveillance of everyday life and a cynicism as to whether there is ...

[Estimated timeframe: Q4 2014 onward]

... any real need for connected devices.

The KPMG survey questioned 1,600 consumers across the UK to identify their attitudes towards the so-called ‘Internet of Things’ – a term used to describe devices which communicate with each other over the internet.

The study also aimed to gauge Britons' views on intrusiveness, security and the value of connected devices.

More than half of the survey sample (58%) resent the idea that computers seem to run their lives “wherever I go”, while an ever greater number (70%) suggested that with the marketplace flooded by inter-connected devices, it is all too easy for things to go wrong.

The survey also found that that UK consumers are hankering after a return to simple technology. Many, for example, want their phone only to make calls (54%), while a majority think that more advanced internet-based products (such as smart fridges which self-order food or cookers reminding owners about recipes) are unecessary.

According to Wil Rockall, KPMG's director of Information Protection at the firm's Cyber Security practice: “It is clear that consumers are struggling with a desire to use connected devices as a route towards an easier life, but they remain wary of the rise of the machine."

"They still support innovation, recognising that in the right environment having the latest technology is key - with nearly 60% acknowledging that technology makes us more effective at our job.”

Read the original unabridged KPMG.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: KMPG.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6424

Online Video Erodes TV Adspend

Trend Summary: YouTube and other online video brands in the USA are starting to erode TV's hold on advertisers - a trend likely to extend beyond US shores.


Over the past twelve months several major US advertisers, among them MasterCard, Mondelez International and Verizon Wireless have moved portions of their ad budgets away from TV to online outlets. Marketers and agency executive have become increasingly conscious that viewers are watching online video with greater frequency. Moreover, with the recent unveiling by major advertisers advertisers of plans to ramp up their online video programming, ad agencies and media buyers predict that ...

[Estimated timeframe:Q2 2014 onward]

... even more transmedia shifts are likely.

According to comScore, nearly 88 million people watched online video on a daily basis in March, up 14% on the year-ago period.

But while the time spent by viewers on watching traditional TV continues to grow, Nielsen reports that many of the major cable and broadcast networks have seen sharp ratings declines over the past couple of years.

According to eMarketer, at stake is the giant pot of money spent by advertisers. Television accounted for ad expenditure of $66.35bn last year, equating to 38.8% of all US ad spending.

While marketers have been putting money into online video ads for years, few have admitted to funding this by eroding their TV ad budgets. The shift mainly came from companies' print and display ad budgets.

However, marketers are increasingly more comfortable with moving TV dollars to online video, say ad buyers.

Moreover, video content and audience measurement has greatly improved over the past few years - twin influences that have brought online video into marketers' comfort zone.

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=6327

Merger Set to Dominate Global Video Ads Market

Trend Summary: The merger of two major online video companies headquartered in France is set to change the face of online video advertising worldwide.


Two major European players in online video advertising, Ebuzzing and Teads, are merging to create a new company with plans to list on the NASDAQ in 2015. The merged company, Ebuzzing and Teads Group, aims to build a global online video advertising giant with complementary technologies it will offer both to advertisers and publishers. The combined E&T group will employ around 300 staff based in ten nations, specifically ...

[Estimated timeframe: Q1 2014 - Q4 2015]

...  the USA, UK, France, Germany, Italy, Spain, Switzerland, Luxembourg, Mexico and Korea, including an R&D team of more than 100 engineers based in France.

Both the merging companies have developed what they term ‘outstream’ video ad formats — meaning the ads can be displayed outside of a video stream, within any content on a web page, such as a text article or slideshow.

The advantage of this (to paying clients) is it does not require publishers to produce their own video content in order to house video ads on their websites, thereby helping video ads to spread further.

Teads also developes private marketplaces for publishers, in which the latter can manage the monetisation of their video ad inventory — including instream video, not just outstream.

Read the original unabridged TechCrunch.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: TechCrunch.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6309

South Korean University Set to Upstage Google Glass

Trend Summary: The ubiquity of wearable digital devices has taken a giant step forward as researchers at South Korea's top technology university unveil a credible rival to Google Glass.


In a move set to kick-start the worldwide uptake of wearable digital devices the K-Glass, e-spectacles developed by researchers at South Korea’s KAIST University, share many similarities with Google Glass. However, Professor Yoo Hoi-jun who spearheaded the KAIST project, appears to have stolen a march on Google's gizmo in that the university's new baby comes with a special chip that expands the pool of objects the device can recognize without ...

[Estimated timeframe: Q12014 onward]

... relying on barcodes or other markers.

According to Professor Yoo Hoi-jun, the processor “duplicates the ability of the human brain to process visual data.”

But the K-Glass, as seen in the photo (above), is a lot bulkier than Google Glass - a small-sized rectangular computer attached to the frame of spectacles.

Admits Professor Yoo: “We have yet to decide on a specific target application, which will be needed in commercializing the product.”

The South Korean government, which has been pushing for a more “creative” economy, recently named computer wearables as a new growth engine, saying that the segment will have a significant impact on the country’s future economic status.

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: Blogs.WSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6280

US Sponsorship Spend to Lag Rest of World in 2014

Bottom Line Trend: Marketing spend on sports, entertainment, cultural and other partnerships in the US market is forecast to slow in 2014.


According to a new report from Chicago-headquartered sponsorship specialist IEG, a subsdiary of WPP Group's GroupM unit, circa $20.6 billion will be spent by North American companies on sponsorship activities in 2014 - an increase of 4.3% per cent on 2013, albeit below the 5.5% growth predicted by the company a year ago. On a global basis however ...

[Estimated timeframe: Q1 - Q4 2014]

... IEG forecasts 4.1% sponsorship spending growth to $55.3bn in 2014.

Excluding North American spending, sponsors from all other parts of the world spent $33.4bn in 2013, a figure IEG predicts will increase by 3.9% to $34.7bn this year.

According to the worldwide media and marketing forecast produced by parent company GroupM, adspend will grow 2.8% thanks to large increases in digital spending (approaching 10% growth in the US) offset by a continued decline in newspaper spending.

The latter will decline by a predicted 2%, although there will be turgid growth in ad dollars for TV (2.6%), while radio and magazines will each grow by a marginal one percent.

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=6238

Cinema Ads Notch Higher RoI Than TV

Bottom Line: New research in the USA claims that in-cinema ads for consumer packaged goods show a higher return on investment than TV.


The 'Marketing Mix Modeling' analysis, performed on behalf of the Cinema Advertising Council by Professor E. Craig Stacey, research director at New York University's Stern Center for Measurable Marketing, examined the return on investment [ROI] for a major cereal brand, which ran a multi-platform ad campaign. Perhaps unspurprisingly the analysis found that the cinema ads ...

[Estimated timeframe: Q4 2013 onward]

... showed a higher return on investment than TV for products in the consumer packaged goods category. 

The new research is manna from heaven for the US cinema industry, currently in the throes of a long-term campaign to woo advertising dollars away from TV - a trend likely to be enthusiastically emulated by the industry's European counterparts. 

The eight-week-long campaign, which ran from July to September of this year, used cinema advertising, national broadcast and cable TV,  plus local TV and syndication. The cinema ad element of the campaign included placements on both NCM MediaNetworks and Screenvision, the two dominant cinema ad networks.

Stacey’s analysis compared ad spending with incremental units of sales volume, as collected via IRI InfoScan, and showed cinema yielding ROI 37% higher than equivalent ad placements on TV.

Says Professor Stacey of the study's methodology: “Our particular type of statistical modeling is time-series based in order to get a truer read in sales response over time. In addition, these models are well-suited for measuring the interdependencies and synergies among media channels in today’s complex marketing ecosystem.”

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=6197



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