87 Marketing Trends found for Media / Out-of-home


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Coca-Cola Debuts Personalised Outdoor Digital Ad Displays

Trend Summary: Major multinational brands, among them Coca-Cola, are invoking out-of-home digital displays to boost their orthodox ad campaigns.


Coca-Cola recently partnered with Clear Channel Outdoor on an interactive billboard promoting the soft drinks titan's overall 'ShareACoke' campaign. Consumers were invited to send a text message, on receipt of which a billboard displays in real time a bottle of Coke personalised with the consumer’s name. The campaign generated no fewer than ...

[Estimated timeframe: Q4 2014 onward]

... 110,000 submissions and 820 million impressions, thereby recording an exact count of consumers viewing the ads.

Recent surveys by research and advisory company BIA/Kelsey have noted the trend toward digital OOH [out-of-home] activations, forecasting that OOH expenditure in the US is set to hit $7.8bn (£4.81bn) this year, with $3.3 billion coming from digital.

By 2019, digital spend will account for $4.4 billion of a $9.2 billion industry. “It probably makes sense for brands to be pushing it a little bit to see what works - you have to break through the clutter somehow,” comments BIA/Kelsey managing director Rick Ducey.

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=6415

Meet 'Ultra Isobelle', Coca-Cola's Virtual Pitchwoman

Trend Summary: Welcome to the era of virtual-digital shop assistants, courtesy of Coca-Cola UK.


In a bid to engage retailers and drive awareness of its 2014 Share a Coke campaign, the UK subsidiary of Coca-Cola Enterprises is trialling a 'virtual assistant' as part of a "digital shopper" marketing trial. Created by Long Island headquartered Tensator Inc and garbed in a Coca-Cola branded uniform, virtual assistant Ultra Isabelle will ...

[Estimated timeframe: Q3 2014 onward]

... tell a cash and carry store's retail customers about the success of the campaign to date and suggest how they can maximise shopper interest in their own stores. Ultra Isabelle will also play shoppers the new Share a Coke TV ad.

Additionally, she will hype Coca-Cola's summer campaign plans to retailers visiting any of the seven Dhamecha cash and carry warehouses in the Greater London area.

Enthuses Coca-Cola Enterprises' digital director Simon Miles: “After the success of the ‘Share a Coke’ campaign last year, we were keen to ensure our customers understand how the campaign can benefit them and how they can get involved.

“Digital shopping marketing innovation, such as ‘Isabelle’, is a creative and fun way to reach our customers with the campaign and is a piece of genuine digital innovation that we’re excited to bring to the market to build on the success of last year’s campaign.”

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=6383

New Vista for Store Window Displays

Bottom Line Trend: US scientists have created a transparent screen that converts an ordinary shop window into a display for moving images.


The screens, made by adding minute nanoparticles that reflect blue light into a liquid polymer, adhere to windows and glass display areas. Among the screens' more obvious uses are the projection of ads onto shop windows or displaying business presentations. The nanoparticles, invisible to the human eye, create the transparency onto which images projected in blue light are displayed. The screens' inventors claim they are simpler to manufacture than existing similar screens. According to lead researcher Chia Wei Hsu, a graduate student at the Massachusetts Institute of Technology and Harvard University ...

[Estimated timeframe: Q1 2014 onward]

... "we literally just pour the nanoparticles into the polymer before it solidifies."

The nanoparticles are invisible to humans, creating the transparency, but images projected in blue light show up.

However, transparent screens are not new and there are many currently in commercial developmen, among them Google Glass.

But these employ complicated, expensive technology (a head-up display projected onto a tiny prism embedded in Google glass, or LEDs actually embedded within transparent computer screens), compared with which this latest method is extremely simple.

"We literally just pour the nanoparticles into the polymer before it solidifies," explains Mr Hsu. "Since it's so simple to deploy, you could paste this [plastic] sheet onto any surface."

The technology is also relatively cheap, requiring only a few thousandths of a gram of nanoparticles per square centimetre of screen.

Read the original unabridged BBC.co.uk 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=6251

How Technology is Changing Shopping

Bottom Line Trend: US shopping malls have found a new use for blank walls, using these to display a digital system that enhances the traditional shopping experience.


The new system, devised by eBay, offers retailers the opportunity to gain a larger presence in shopping malls without the cost of acquiring and fitting-out additional floor space. The system, which enables malls to transform blank walls into a customer-enticing display, has already attracted a number of major chains, among them ...

[Estimated timeframe: Q4 2013 onward ]

... shoes and sunglasses purveyor Toms, Sony and apparel retailer Rebecca Minkoff.

“It really changes what it means to be a retailer. We want to be the change agent for how people shop. This is the future of shopping being created by us,” enthuses Steve Yankovich, eBay's vice president of innovation and new ventures.

The storefronts use infrared technology to track how many customers walk by and how engaged they are.

The sensors are smart enough to distinguish between a person who merely walks by, a person who walks by and turns his head, and one who stops and faces the glass.

The data obtained can be shared with the stores to modify the experience to better appeal to customers.

The goal is a seamless, frictionless buying experience. Currently customers enter their phone number on the glass screen to complete the purchasing process to their smartphones, for security purposes.

Yankovich says one of eBay’s next steps is finding a way to glean customers’ cellphone numbers, so that the buying process is even easier for them.

The days of a cashier asking for your e-mail address or phone number are apparently numbered.

Read the original unabridged WashingtonPost.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: WashingtonPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6217

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

Carat Forecasts Global Ad Recovery in 2014

Bottom Line: Media communications agency Carat foresees continued global growth of 3% for 2013, accelerating to 4.5% in 2014.


Carat, the global media arm of Aegis, owned by Japanese advertising titan Dentsu, today published its updated forecast for global advertising expenditure in 2013 and 2014. The forecast is based on data received from fifty-seven markets around the world, prompting Carat to predict modest but ... 

[Estimated timeframe: Q4 2014 onward]

... positive momentum for global advertising expenditure in 2013 and 2014.

Carat predicts global advertising expenditure will grow by +3% in 2013, a slight decline from the +3.7% predicted in March 2013, and global advertising spend forecast for 2014 will grow by +4.5%, also down fractionally from the previous forecast of +5.0% in March 2013.

A full recovery to positive growth in all regions in 2014 is predicted.

After two consecutive years of market decline, Western Europe is predicted to experience a slow and gradual recovery even in markets registering double digit decline in 2013, such as Greece and Portugal.

Commenting on the Carat forecasts, Jerry Buhlmann CEO of Aegis Media and Dentsu Aegis Network, said:

"Carat's latest adspend forecasts highlight the positive momentum and global growth for 2013, a year which has proven extremely challenging for some markets to maintain their 2012 ad spend levels, in light of the poor recovery of the global economy.

"In parallel to this, the new trend of a three-speed world is reinforced, with the rates of growth in the faster growing markets remaining ahead of steadily recovering markets, such as the US, followed by the struggling Eurozone markets.

"Looking ahead, Carat's forecasts do however predict that we are at a significant point of change with all regions expected to see a steady recovery in 2014, even those currently experiencing deep declines for 2013.


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

Source: AegisMedia.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6181

Auto Giant Drives 'SmartWatch' Trend

Bottom Line: The 'Smart Watch' craze has been turbocharged by auto giant Nissan with the launch of a wearable device that monitors the performance of a vehicle as well as its driver.


Launched by car manufacturer Nissan the device, branded the Nissan Nismo, not only acts like a standard smartwatch, it also measures the user's heart rate, temperature and other biometrics. In addition the device also allows drivers to keep an eye on their car's performance - including average speeds and fuel consumption. According to experts the watch could also be ...

[Estimated timeframe: Q4 2013 onward]

... an important step towards greater connectivity in cars, uniting the driver with his or her vehicle.

According to Chas Hallett, editor-in-chief of What Car? magazine: "Connectivity is the new battleground for car manufacturers."

Says Hallet: "In-car internet is coming and now with consumer electronics focusing on watch-based connections, Nissan is getting ahead of the game and joining the two together very cleverly."

He also belives that car-connected watches could be even more useful than those offered by consumer electronic firms.

Mr Hallett posits a typical scenario: "Imagine if you could heat up your car on a cold day before you got into it or shut the roof of your convertible when it started raining and it was parked outside."

The Nissan Leaf electric car already allows users to interact with it via their mobile phone, and such functionality will likely be available in the firm's next-generation watches.

Meantime, the Nismo watch can be connected to the car's on-board computer system to allow users to monitor vehicle telematics and performance data. The gadget will also transmit tailored messages from Nissan.

Read the original unabridged BBC.co.uk 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=6178

Facial Recognition Payments 'The Norm' by 2016

Bottom Line: Facial recognition payment systems are set to become the norm by 2016.


Global e-commerce business PayPal yesterday launched a new app in the UK that facilitates and approves users' payments via facial recognition. The California headquartered eBay subsidiary is trialling the app at twelve retail outlets in the leafy London suburb of Richmond, enabling shoppers to check into any of twelve participating stores and automatically pay for goods once ...

[Estimated timeframe: Q3 2013 - 2016]

... their face has been recognised by the system.

The app is available on iOS, Android and Windows Phone devices. 

The retailers participating in the PayPal trial include Cook & Garcia, The Farmery, Pretzel and Revolution & Coffee. System-compatible shops are highlighted within the app.

Enabled customers check-in via their smartphone by clicking on the retailer and keying their PIN number into the app. Their face then appears on the store's  payment system and the cashier clicks on the image to charge for goods.

The customer also gets an alert on his/her phone to let them know how much they've paid, plus Paypal's usual email receipt.

The new system is predicted to become the norm by 2016.

Says Rob Harper, PayPal's head of retail services: "PayPal first brought 'pay by mobile' to the UK high street two years ago. Through our Richmond initiative, we're pleased to help local businesses of all sizes offer a new more personal experience, while never having to turn away customers who don't have enough cash on them to pay.

Read the original unabridged TheInquirer.net 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: TheEnquirer.net
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6154

In-Car Ads Set to Target Tomorrow's Drivers

Bottom Line: Tomorrow's automobiles will come equipped with web-enabled digital displays including in-car ads.


It's routine for today's new cars to come equipped with a host of digital bells and whistles, among them app-driven satnav, realtime predictive fuel consumption and gizmos to monitor driving habits. But in the not-too-distant future even greater delights await the unsuspecting driver who can expect to while away his or her journey with potentially invasive ...

[Estimated timeframe: Q3 2013 onward]

... app driven in-car advertising.

In the USA Dash Labs is the latest start-up to take advantage of the on-board diagnostics systems legally required in all new cars since 1996.

The company's Dash Reader plugs into the 16-pin car electronics connector that is generally used by mechanics and inspectors to figure out why the engine light is on.

The Dash reader, however, connects to a smartphone app branded Fitbit for Your Car, which diagnoses car problems and unsafe driving habits.

The reader provides all sorts of benefits: Dash won a US Energy Department contest for its potential to improve vehicle safety and fuel efficiency — but the gravitational pull of commercial app development has pushed the company to ponder how the mountain of data it collects can be used to serve ads. 

Explains Advertising Age's Kate Kaye: "Each time Dash users start their car, the app begins harvesting data that can be transferred from the device to her phone via Bluetooth or WiFi connections".

"Location data, for example, can then be used by gas stations or other retailers to push out relevant ads. Or you drive by that Taco Bell every day, so maybe you want to try a Doritos Loco taco?

Suggests Dash Labs CEO Jamyn Edis: "A billboard network might use the data to improve its roadside advertising".

Ms Kaye expects that Dash will likely sell these data sets to other auto-related companies such as Experian or Equifax for use in their own ad campaigns.

And given the global nature of the auto industry, it's a virtual certainty that European, Chinese and other Far Eastern maufacturers will also jump aboard the in-car advertising bandwagon.

Read the original unabridged TheAtlanticWire 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: TheAtlanticWire.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6152

Which Half of Your Advertising is Wasted? This Half ...

Bottom Line: After more than a century of failed efforts, accurate measurement of ad effectiveness is finally possible.


One of adland's most quoted aphorisms ("Half the money I spend on advertising is wasted; the trouble is I don't know which half") has this week been laid to rest by modern technology. After more than a century, the quote - respectively attributed to Unilever founder William Lever and/or US department store tycoon John Wanamaker - has been laid to rest by digital technology which enables ...

[Estimated timeframe: Q3 2013 onward ]

... ad measurement services such as Tivo Research & Analytics, Nielsen Catalina and Nielsen MBI to quantify the “the amount of your product that was consumed by people before they saw your ad and the amount consumed after they saw your ad."

According to CBS research guru David Poltrack such services "can document the return from advertising.” 

The impact of this development on TV advertising can’t be overestimated. “It’s is something advertisers have always wanted,” Poltrack says.

“Financial management has always put pressure on marketing departments to measure the value of investments in advertising, and now for the first time we can do that with precision.”

How? Measurement services collect data from millions of set-top boxes and compare viewing behavior with information about what those same households actually buy, gathered via shopper cards. The method — single-source measurement — gauges TV viewing and product consumption of the same household.

“This allows us to go back to an advertiser and say, ‘you sold X hundred thousand more tubes of toothpaste to people who saw your ads than to people who didn’t,’” says Poltrack. “It answers the Wanamaker question.”

More than that, Poltrack adds, it allows advertisers to zero in at the program level and see which TV shows are working for their products, and even which creative is best, and make adjustments to increase its effectiveness.

Consumers agree to share their information when they get their shopper cards but, says Poltrack, privacy remains protected through “double blind matching,” which maintains two databases — viewing and shopping — that are merged only after identifying data is stripped away.

Read the original unabridged Variety.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: Variety.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6113



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