56 Marketing Trends found for Media / Other

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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

Big Brands Showcase Cyber Stores of the Future

Bottom Line: A handful of America's big brands have started to digitise retail outlets, creating the retail store of the future.

AdWeek reports that a raft of US retailers - ranging from telecoms titan AT&T to fashion chain Michael Kors to office supplies titan Staples to auto accessories mammoth Pep Boys - are dazzling consumers with their futuristic in-store shopping experience. Although digital technology at the point of sale is nothing new, the trend has gone from merely ringing up sales via mobile devices to ... 

[Estimated timeframe: Q3 2013 onward ]

... a deeply immersive in-store experience. 

The AdWeek article cites the experience of an 85 year-old, self-described, “computer illiterate”, Martin Shafron, as he steps into the rotunda-like entrance of AT&T’s flagship store in the city’s high-end retail district.

Although Mr Shafron doesn’t realise it, he is in the midst of a global retail revolution, show-casing its gadgetry and pageantry from Chicago to Beijing.

As Shafron waits for one of the iPad-wielding sales associates to assist him with his first iPhone (which he’d purchased from the store the day before), he is sprinkled with what AT&T calls “innovation sounds” - best described as raindrops going pitter-patter on a digital rooftop interspersed with wind chimes producing cyber inharmonic spectra.

The highly stylised retail space offers a feast of digital eye candy competing for Mr Shafron’s attention as he waits, including an 18-foot video wall equipped with motion-sensory software on which a couple of kids are playing a game.

But although Shafron is seriously wowed by the space, he says: “More than anything, I appreciate the hands-on help.”

And such help is readily at hand thanks to the fully digitized face-to-face element customers like Shafron demand.

According to AT&T's President, Retail Paul Roth: “We want to transform the traditional website experience into the physical experience. It’s all about creating interactions rather than just transactions.”

And interacting AT&T most certainly is.

Its flagship store attracts an estimated 30,000 customers per month, many drawn in by bells and whistles like that giant interactive screen, which lights up the cityscape on Chicago's so-called Magnificent Mile.

The store has only one traditional retail counter, and the cash registers are tucked away in stylish wood cabinets.

Sales associates access the registers not with a key but via biometric fingerprinting software and not while standing behind the tills - instead sitting on a couch face-to-face with the customer.

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=6110

Will Etiquette for Google Glass Users Allay Privacy Fears?

Bottom Line: Products like Google Glass have triggered discussion about what is possible with technologies such as facial recognition - and whether governments need to intercede.

As the US Congress - along with politicians in the European Union and elsewhere in the developed world - dither and debate the privacy implications of Google Glass, a single irrefutable fact has emerged. Technology able to redefine what is "public" and link the digital and physical worlds has ... 

[Estimated timeframe:Q2 2013 - Q4 2014]

... arrived and is here to stay.

Noel Ackerson, a 33-year-old software developer in Washington DC, who has been trialling Google Glass over the past several weeks, claims to have developed his own "common sense" etiquette for Google's new digital headset. 

Glass, which sites a small computer screen above one eye, also features a built-in motion sensor, camera and microphones, acting as an extension of a person's smartphone.

It enables the user to take photos and record videos by touching the side of the device or speaking commands aloud, as well as allowing him/her to give other web users access to the device's camera so they can "see" what the wearer sees. 

Developer Ackerson's self-imposed niceties require him to take Glass off in a public restroom, in a movie theater and in casinos, where having such a device could give him an unfair advantage.

Says Mr Ackerson: "Google Glass has technology that isn't new, and the etiquette we've applied to existing technologies should roll into it." 

Glass-wearers also can use the device to make phone calls, access Google's web search, get turn-by-turn navigation information and receive text messages on the screen, as well as send texts using their voice.

Currently unavailable to the general public, Glass is scheduled to launch some time in 2014.

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=6100

Prediction: Video is the Future of Online Ads

Bottom Line: Video advertising will double approximately every two years until all online ads are video ads.

So predicts Cameron Yuill, founder/ceo of New York based digital media and technology company AdGent Digital. The rationale underlying Yuill's maths is based on a prediction in 1965 by Intel founder Gordon E Moore, who augered that the number of transistors on integrated circuits would double every two years thereby exponentially increasing computing power. Anno domini has proven Mr Moore right; Yuill's prediction however has yet to ... 

[Estimated timeframe: Q1 2013 onward ]

... stand the test of time.

In his Huffington Post blog Mr Yuill writes: "My prediction is firmly guided by data. ComScore recently reported that Americans watched 11.3 billion video ads in December, setting a new peak, and a sharp 10% rise from November's 10.3 billion."

December 2012 ad views were twice as many as in January 2012, representing 59% year-on-year growth. Video ads accounted for 22.6% of all videos viewed in December, and 1.9% of time spent viewing video online. 

Now three months into 2013, I feel ever more confident [about my prediction] given the astronomical speed at which video advertising has grown in popularity. All signs point to the death of banner and static ads. Here's why:

  1. Consumers love video; not just cat memes, but original content. And they watch a lot of video online. Nielsen says Americans spent more than 360 billion minutes online in December 2012 and streamed 24.6 billion videos.
  2. Consumers watch video ads. After 60 years of television we have learned to watch the ads to get to the content. Yes, we know you want to get to your show, but often the ads are entertaining, visual and mercifully brief - and getting more interactive by the day.
  3. Advertisers like video ads because consumers watch them. From August this year, market research company Nielsen will validate the astronomical shift to online video by including videos viewed on tablet and mobile devices in their ratings measures. This will provide advertisers with the data they need to shift their spend to online video in even greater numbers.
  4. Consumers are buying (lots of) tablets. The global market for tablet computers surged 78.4% last year, according to research firm IDC, and sales are on schedule to pass PCs by 2017.
  5. Tablets and smart phones make watching video easy in the bedroom, train, couch, park bench, and, ahem, bathroom.
  6. Tablets make shopping easy and you can bet your last dollar that online retailers took notice last Thanksgiving and Christmas, so expect a monumental change in online sales strategies this year and increased consumer purchases via mobile and tablet.
  7. If consumers are buying on their tablets, guess where advertisers will want to run their ads?
  8. 4G will make watching video anywhere seamless. Did someone say "conversation killer?"
  9. Banner ads do not work, but you already knew that.
  10. Advertisers Can't Ignore The Numbers. As advertisers are beginning to embrace tablet advertising in virtually every case they want video in their ad units. Consumers are watching those video ads hundreds of times more than they are clicking on banner ads.

Read the original unabridged HuffingtonPost 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: HuffingtonPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6069

Sports, Events Sponsorship Predicted to Surge in 2013

Bottom Line: Advertisers are poised to spend a record $13.79 billion on sports and events sponsorship in North America during 2013 - a trend likely to be replicated across the developed world.

According to WPP-owned sponsorship, research and consulting firm IEG, the predicted upsurge will see a 6% leap from last year's $13.01 billion, helping to boost overall sponsorship spending by 5.5% to $19.94 billion. The forecast also includes spending on entertainment, causes, arts, festivals, associations and other properties. This contrasts with a meagre ...

[Estimated timeframe: Q1 2013 onward]

... 2.3% increase in 2013 for overall US ad spending - down from the 3.9% increase in 2012. according to an average of spending forecasts compiled by Ad Age.


Comments an AdAge article: "The sports jump is all the more remarkable considering that 2013 is bereft of big events such as the World Cup or Olympics.

"But the bottom line is that in the DVR age, marketers continue to be drawn to live events, whether it's activating massive league deals -- such as National Football League partnerships -- or individual team sponsorships."

 But as they spend more, marketers are demanding more, often making sponsorships part of an integrated campaign that includes multiple channels such as digital.

The upshot is that the deals - which used to be negotiated between a marketer and a team or a league - now involve a multitude of players, including media buyers and TV execs.

Says Jim Andrews, VP-content strategy at IEG: "In the past [such sponsorships] "kind of lived off to the side."

"But now you've got the senior advertising people, brand people, the media buyers in there who are now saying, 'We want to look at that kind of stuff.'

The interest has really risen because they've seen that these type of partnerships really do make a big difference as part of an integrated marketing platform."

Read the original unabridged AdAge 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=6004

Is Threatened French Media Ban 'Writing on the Wall' for Google?

Bottom Line: The French government is contemplating legislation that will compel search engines to pay for content. Could this spell the beginning of the end for Google, Bing and the likes?

French Culture Minister Aurelie Filippetti said she favours such a law, prompting Google to threaten it would exclude French media sites from search results if France implements a plan to make search engines to pay for content. French newspapers have long pressed for this legislation, arguing it's unfair that Google receives ad revenues via searches for news. But in a letter to several French ministries, Google posits that ...

[Estimated timeframe: Q1 2013 onward ]

... such a law "would threaten its very existence".

However, Culture Minister Filippetti is unmoved by the Mountain View mammoth's plea. She told a parliamentary commission that a 'pay for news search tax' is "a tool that it seems important to me to develop".

Google France, ever mindful of the general good, pleads that the plan "would be harmful to the internet, internet users and news websites that benefit from the  substantial traffic" garnered by newspapers via Google's search engine.

Google claims it redirects four billion clicks to French media pages each month.

While Google would comfortably survive any such move by the French government, it would not be unscathed.

The real threat to the search engine's global dominance and profitability lies in the adoption of similar legislation across Europe and other world regions.

Read the original unabridged BBC 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: BBC.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5951

Coming Soon to a Cinema and TV Near You - Glasses Free 3D

Bottom Line: The advent of glasses-free TV and movies looms nearer thanks to researchers at South Korea's Seoul National University. Marketers and ad agencies would be wise to start rethinking their creative and techincal approach to TV and movie commercials.

Technology that could lead to the creation of glasses-free 3D movies at cinemas has been developed by researchers in South Korea. It uses a barrier with slates so that when a viewer looks at the screen each of their eyes sees the image differently. As a result viewers' brains create an illusion of depth. Since the proposed method uses a frontal projection scheme and passive polarizing components, it has the advantage of being both space saving and cost effective. TV manufacturers, however have ...

[Estimated timeframe:Q3 2012 onward]

... tried to use a similar approach, but require viewers to be in a particular spot to see a 3D image.

This would not be possible in a cinema where the audience needs to be able to watch the screen from a wide variety of angles.

Writing in Optics Express, the international online journal of optics, the researchers explain: "Over the past few years the field of stereoscopic display has developed greatly, including display hardware designs and computational image processing designed to relieve consumers’ eye fatigue."

Two wide-spread methods used in stereoscopic displays use two projectors with polarizing glasses or a high-speed projector (in excess of 120 Hz) with shutter glasses.

To avoid a flash from the projector and to increase spacing efficiency, frontal projection-type stereoscopic displays are used in a projection-type stereoscopic display. In such a system, the observer and two projectors are placed side-by-side, as shown in the following diagram:

Fig. 1 Two representative projection-type 3D displays: (a) the polarizing glasses method and (b) the parallax barrier method.

According to Professor John Koshel from the College of Optical Sciences at the University of Arizona, who edited the study for publication: "This new method seems to be a viable one for providing glasses-free 3D environment with front-projection technology - instead of using multiple projectors, it only uses one."

To read the original unabridged article click here.

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

Source: BBC.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5906

New Low-Cost Microprocessor Paves Way to 'Internet of Things'

Bottom Line: UK-headquartered microprocessor manufacturer Arm Holdings today announced a significant advance towards the so-called 'Internet of Things' - the extension of web technology to control a wide range of household and other devices.

Cambridge, UK-based tech specialist ARM Holdings claims its new architecture will provide the world's chip-makers with the means to build microcontrollers that require "ultra low power" but are capable of 32-bit processing. This, claims the company, paves the way for the Internet of Things - the application of web technology to a wider range of devices. According to Freescale, an early Cortex-M0+ licensee, the new technology opens up ...

[Estimated timeframe: Q2 2012 onward]

... "all devices to the potential of being connected all the time." 

Freescale's Geoff Lees told the BBC: "It's allowing us to provide connectivity everywhere. So anything from consumer appliances, MP3-music audio docks, kitchen equipment with displays right through to remote sensors in rain monitoring equipment or personal medical devices - an area where ultra-low battery life allied to high performance and safety is becoming more and more important."

"The 'Internet of Things' will change the world as we know it, improving energy efficiency, safety, and convenience," says Tom R Halfhill, a senior analyst with The Linley Group and senior editor of Microprocessor Report.

While ARM's director of embedded marketing Gary Atkinson claims that the firm's architecture could herald a new generation of smart energy systems.

"Every developed nation has a graph showing electricity demand is going to outstrip supply at some point in the next twenty years unless we do something different," he said.

"What we need to do is something called 'design response' - where all the devices on the network can make a decision as to whether or not to come on in order to smooth out peaks and troughs in electricity demand.

"So [manufacturers] should add connectivity to things like fridges, washing machines, freezers and dishwashers. If the wider electricity network is being very heavily used and if the element in your dishwasher could go off for two or three minutes to alleviate that - well then that would make a big difference."

ARM expects the microcontrollers will sell for around £0.132 each plus a 1-2% royalty fee and a licence charge.

Although the sums may appear small, the firm notes that Ericsson recently predicted there will be 50 billion connected devices by 2020, compared to 10-15 billion at present.

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

Source: BBC.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5791

Potent New Marketing Technology - The Sweet Smell of Success?

Bottom Line: Smell, according to psychologists, "is the most powerful and emotional of all the senses" ... a fact discovered and exploited since 1921 by the legendary Paris fashion designer and parfumier Coco Chanel. Ninety-one years later, brand marketers are also beginning to exploit the potency of smell.

Smell - the last  of humanity's six senses [relatively] unexploited by the ad trade - is finally gaining traction with brand marketers. Now, thanks to the development of electronic scent diffusers, as reported in MarketingTomorrow last month, the "me-too" pack is enthusiastically leaping aboard the olefactory bandwagon, according to today's Advertising Age. Environmental psychologist Eric Spangenberg of Washington State University calls it "a huge trend" ...

[Estimated timeframe: Q2 2012 onward]

... "[in which] the technology has advanced to the level where anyone can do it.” 

It seems Mr Spangenberg is not exaggerating. For example:

  • Singapore Airlines uses a scent called Stefan Floridian Waters to perfume the cabins of its airplanes.
  • Samsung has reportedly pumped the summery scent of honeydew melons into its New York flagship store.
  • British Airways diffuses the fragrance of meadow grass in business-class lounges.
  • The Mandarin Oriental Hotel in New York greets guests as they step in from the street with the aroma of Sequoia, a scent designed by Lorenzo Dante Ferro. 
  • Victoria’s Secret and Juicy Couture customers just walk into the stores and sniff the air, no longer having to hunt-down a sample bottle of the stores’ branded perfumes to experience their aroma.

Says Andrew Kindfuller, ceo of ScentAir, the largest manufacturer of scent diffusers in the US: “Brands realize now that this is a part of doing business. We’re implementing these systems in many different environments—not just hotels and retail—but funeral homes, retirement villages, and medical and dental and law offices.”

Reports AdAge: "According to Zev Auerbach, executive creative director for Miami-based Zimmerman Advertising, an ambient scent works best when it evokes imagery that’s tied to the merchandise.

“If you see a bathing suit in a store, and you smell the scent of ocean, you’re more likely to want to buy the suit and go on vacation,” he says. “It’s the combination of the see and the smell.”

Auerbach points out that such a connection isn’t just anecdotal. “This is pure science,” he says.

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=5785

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