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

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World Ban on Tobacco Advertising Sought

Bottom Line: The World Health Organisation has urged governments to impose a global ban on tobacco advertising.

Hard on the heels of this year’s World No Tobacco Day on May 31, the World Health Organisation [WHO] is vigorously lobbying national governments across the globe to ban tobacco advertising, promotion and sponsorship. For the past fifty years the US, UK and most EU governments have been warning people about the harmful effects of tobacco. Now other nations are ... 

[Estimated timeframe: Q3 2013 onward ]

... following suit.

Thailand requires graphic labels on packs of cigarettes, while Turkey and Russia have enacted strong tobacco control laws.

The latest campaign has renewed smokers' interest in quitting, claims Dr Thomas Frieden of the US government's Centers for Disease Control and Prevention.

"Quitting smoking is the single most effective thing you can do to improve your health," he said.

But quitting isn't easy. Only 10% of smokers will quit in a given year according to Joanna Cohen of the The Johns Hopkins Bloomberg School of Public Health.

Explains Dr Cohen: "Tobacco use is an addictive behavior, and it's a human behavior which is very complex. So just think of any behavior on your own that you want to change, and it's not easy."

In Russia, according to Cohen, the stop smoking campaign was only partly due to health care costs. "Their citizens were dying off early, way earlier than they should be," she said. 

Among the stark facts highlighted on World No Tobacco Day:

  • Tobacco kills up to half its users
  • Tobacco kills almost six million people a year
  • Annual death toll could reach eight million by 2030
  • Nearly 80% of the world's smokers live in low and middle-income countries
  • Consumption of tobacco products is increasing globally.

According to the WHO, four out of five tobacco related deaths are in low and middle-income nations - countries that bear the greatest burden of disease and premature death.

These countries are where the tobacco industry is energetically seeking new smokers!

Read the original unabridged Voice of America 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: VOANews.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6109

New Tools for Future Media Impact Measurement

Bottom Line:  A leading US university is to create a “global hub” to measure the actual impact of media — journalistic, cinematic, social et al.

Marketers and media-buyers will welcome an initiative from the Lear Center, a unit within The University of Southern California's Annenberg School for Communication and Journalism. Hitherto, says Martin Kaplan, the Center's director: “The metrics that have been used for this have been astonishingly primitive.” Until now the true impact of media coverage - paid and unpaid - has largely been ...

[Estimated timeframe: Q2 2013 onward]

... a product of the imagination.

But with $3.25 million in initial financing from the Bill and Melinda Gates Foundation and the John S. and James L. Knight Foundation, change is afoot.

Mr Kaplan will join the Lear Center's director of research, Johanna Blakley, as a principal “investigator” for the new enterprise.

Kaplan spoke last week about the futility of counting page-views, “likes,” and retweets when trying to figure out whether an opinion piece, a documentary film or a television show actually moved anyone.

“Those measure how many people saw something,” he said. “That’s not the same as an outcome.”

Read the original unabridged New York Times 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: NYTimes.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6086

Global Adspend to Soar by 5% in 2014

Bottom Line: Global advertising expenditure within twelve major markets is predicted to increase in 2013 by +3.0% at current prices and by +5.4% in 2014.

Marketing intelligence service WARC [World Advertising Research Center] today issued its latest International Ad Forecast. The outlook for 2013 is not rosy, due says WARC, "to the absence of last year's adspend boost from the Olympics and the US presidential election". The forecaster also expresses ongoing concerns about ...

[Estimated timeframe: Q2 2012 - Q4 2014]

... the health of the global economy, particularly in relation to the Eurozone debt crisis.

Despite which WARC expects global advertising spend (based on twelve major markets) to increase by +3.0% at current prices in 2013 and by +5.4% in 2014, according to its latest International Ad Forecast.


With the exceptions of Brazil and Japan, all featured markets have seen downgrades to their forecasts for 2013 compared with WARC's November 2012  report.

The Eurozone countries will all see flat or negative growth in advertising spemajor political or sportind for 2013.

Comments WARC's Data and Journals Director Suzy Young: "With few major political or sporting events this year, global advertising spend growth was always expected to be slower than in 2012. The Eurozone debt crisis also continues to depress growth both among member countries and abroad. To offset this, global adspend will be reliant on a solid performance from the US and strong growth from emerging markets."

Read the original unabridged WARC 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=6073

Global Adspend to Buck Recession Thru' 2016

Bottom Line: In its latest global adspend forecast, emarketer.com predicts annual expenditure will grow steadily over the next several years - thanks mainly to emerging markets.

The advertising industry worldwide is expected to defy recessionary trends and increase spending at healthy rates over the next several years, a key driver being increased investment in emerging markets. eMarketer.com bases its latest forecast on the fact that ad spending worldwide rose 5.4% in 2012 to just under $519 billion— bettering 2011’s increase of 3.6% despite recessionary influences. Ad spending will continue ... 

[Estimated timeframe: Q1 2013 - Q4 2016 ]

... climb at a similar pace throughout eMarketer’s forecast period, which extends through 2016. By that year, eMarketer forecasts, worldwide ad spending will top $628 billion.
















The fastest growth during the forecast period will come from Latin America, where ad spending is up 11% this year to $34.66 billion. By 2016, ad spending in Latin America will reach $51.33 billion.

Asia-Pacific, Eastern Europe and the Middle East and Africa will also enjoy higher-than-average growth rates, while growth in North America and Western Europe will be significantly slower.

This year, Western Europe has struggled to grow ad spending at all, with several major countries posting spending declines.

Japan is the world's second largest nation in terms of ad spending,al though China is hard on its heels and set to surpass it in 2014.

Moreover, China, the third-largest ad market in the world, is growing much more quickly in terms of adspend than mature markets like the US or Japan.

eMarketer estimates ad spending in China is up 13% this year, slightly higher than Warc’s November 2012 projection of 11.5% growth.

Research firms that predicted significantly higher growth rates tended to make those forecasts earlier in 2012, when overall economic prognostications for China were more favorable. Nonetheless, eMarketer predicts double-digit ad spend growth rates in this massive country through the rest of the forecast period, which will help boost Asia-Pacific (and worldwide) increases.

Read the original unabridged eMarketer article.

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Source: eMarketer.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5999

Global Adspend Guesstimated to Reach $533.2bn in 2013

Bottom Line: In a revised forecast issued yesterday [20-Aug-12] GroupM, the media arm of WPP Group, predicts that global ad revenues in 2013 will increase 5.3% versus 2012, rising to $533.2 billion.

The augury, part of GroupM's media and marketing forecasting series, is based on data supplied by parent company WPP Group's global resources. But the uncertain economy, both in Europe and the USA, has led GroupM to revise down its earlier forecast of a 5.1% increase in measured global media adspend for 2012 to $506.3bn. That's a variance of 9.7 percentage points from the media savant's forecast late last year of 6.3% growth to $522bn. The seventy nation forecast also predicts that ...

[Estimated timeframe: Q3 2012 - Q4 2013]

... global adspend in 2013 will increase 5.3% compared to 2012, representing $533.2bn.

The revised spending forecast was made in GroupM’s biannual worldwide report, This Year, Next Year, which also said that 2011 advertising spending in measured media hit $482 billion, a 5% increase versus the 2010 figure of $459bn. 

For the US market, the report predicts that advertising investment in measured media will grow 3.6% in 2012 to a total of $152.5bn, down from the 4% growth projected in the previous report issued in December 2011.

For 2013, the new report predicts a 3.1% increase, representing a total spend of $157.2 bn.

Says GroupM Chief Investment Officer Rino Scanzoni: "We attribute the decline in US ad spending to a number of factors, including a loss of economic momentum, the global deterioration from all continents but particularly the Eurozone and political and fiscal uncertainty at home for the election and beyond.”

To read the full 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: WPP.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5904

Billboard Algorithm Detects Sex of Passers-by, Tailors Ad to Fit

Bottom Line: Face detection technology has entered the realm of advertising in the UK, enabling advertisers to tailor billboard messages according to the sex of passers-by. In the near future, the system will be enhanced by algorithms that also detect the mood of individuals.

Beyond just bringing metrics to outdoor advertisements, facial detection technology can tailor ads to people based on their features. Plan UK, a global children's charity, recently ran a bus-shelter ad as part of their Because I Am A Girl campaign where passing women would see a full 40-second clip. If the passer-by was male, however, the billboard displayed only a message directing him to Plan UK's website. But the next generation of facial recognition systems could take this reactive data collection much further ... 

[Estimated timeframe: Q3 2012 onward ]

... whereby an algorithm could judge whether you look happy, sad, sick, healthy, comfortable or nervous - then direct a personalised advertisement to you. 

In a blog post, Singularity University Research Associate Tarun Wadhwa writes: "To a computer, your face is a set of points and measurements between your features, but to advertisers, these data sets mean lucrative profits and a new way to connect with customers.

"Facial detection technology is making it feasible to do real-time measurement and analysis of advertisements in the physical world and predict the products you will want to buy, based on who you are or what you look like.

"In a world full of cameras and ubiquitous gadgets, there are serious concerns of how far advertisers will take this. From the advertisements outside, to the televisions in your home - this technology will be coming to a screen near you.

"Today, these types of sensors may be part of the television when you purchase it already; in the last year alone, Sony, Samsung, Lenovo and Toshiba have each introduced "Smart TVs" with facial recognition technology built-in.

"Intel is reportedly making this technology a centerpiece of its new push into the commercial TV sector, using it as leverage to bring reluctant media companies on board to their platform. At this rate, it won't be long before your TV is watching you as well.

"These rapid changes raise important issues around permission and what consumers are willing to tolerate. Parents are not going to be thrilled about special advertisements that play for their kids only when they are out of the room. It is very difficult to "opt-out" of a billboard camera scanning your features from above.

"Measuring your our age and gender today could turn into marketing to your weight, race or emotional state down the line. The underlying technology enables both passive measurement and actively targeted marketing, but the privacy issues surrounding both are markedly different.

"These concerns are just the beginning, with the possibility of widespread automated facial recognition on the horizon. With this, a person could be tracked and identified in a matter of seconds - complete with their shopping history and Facebook profile.

"But what is technologically possible is not necessarily socially and legally permissible. Consumers will soon have to decide what they are willing to accept - some will be turned off by constant deeply personalized advertisements, but others will enjoy the greater relevance of the new offers presented to them."

Read the original unabridged article here.

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Source: HuffingtonPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5894

Global 'Out of Home' Adspend to Hit $40.8bn by 2016

Bottom Line: Consultancy PwC predicts the global out-of-home advertising market will grow at a compound annual growth rate [CAGR] of 5.0% over the next four years to reach $40.8 billion.

Despite the projected increase, the out-of-home ad sector [billboards, bus shelters, kiosks, transport displays, sports arena displays and captive ad networks such as elevators] is predicted to lag slightly behind overall global advertising growth through 2016, reducing the sector's share of global ad revenues [6.6% in 2011] to 6.2% in 2016. According to PwC the main growth driver is ...

[Estimated timeframe: Q3 2012 - 2016]

... digital technology powering electronic billboards and other displays.

Another key factor favouring out-of-home is the increased fragmentation of other media making OOH appealing to advertisers wanting to reach mass audiences.

At the same time, the expansion of captive video networks will aid advertisers seeking to target specific audiences not accessible via other media formats.

Out-of-home also goes hand in hand with increased mobile ad spending as advertisers seek media that reach people when they are shopping. 

IndonesiaRussia, and India will be the fastest-growing countries for out-of-home spending through 2016, with CAGRs of 11.2%, 11.0%, and 10.9% respectively. Latin America will be the fastest-growing region during the next five years [CAGR 7.6%].

In 2011 Japan and China together generated 36% of total global spending. The US is the largest market with 20% of global revenues.

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

Source: PwC.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5864

Hologram 'Avatars' to Greet New York Airport Arrivals

Bottom Line: Arrivals at New York Port Authority's three airports will soon be greeted and informed by lifesize holographic female avatars. If successful, expect the dioramatic experiment to spread like wildfire across the marketing and advertising universe.

From July 2012 arrivals at New York's three main airports - John F Kennedy, Newark Liberty and LaGuardia - will encounter 'Ava', a computer-generated customer service representative able to respond verbally to questions on everything from the location of the nearest restroom to directions for a connecting flight. Better yet, the humanoid hologram is infinitely more cost-effective than her real-life equivalents given that ... 

[Estimated timeframe: Q3 2012 onward]

... Ava, as the digital Delilah is named, has no need of lunch or bathroom breaks, eschews overtime pay and never needs a vacation!  

The body responsible for the three airports - the New York Port Authority [NYPA] has been running a customer care program for over twenty years, but now plans to increase the number of red-jacketed Customer Care Representatives by twenty percent during peak hours.

To expand on its current program, the NYPA has created an innovative pilot plan featuring virtual customer care representatives - the first time such  technology has been used at a US domestic airport.

Currently, 350 human customer care agents provide information to help travellers navigate the airport and public transportation options. Easily identifiable by their red jackets, they staff the airport’s welcome centers and other high-volume terminal areas like checkpoint entry and exit points. Between them they speak a total of 27 different languages, with English and Spanish most prevalent.

The computerized, hologram avatars will provide automated, basic information to travelers in LaGuardia’s Central Terminal Building, Newark Liberty’s Terminal B and JFK’s Terminal 5 when they are installed in early July. The pilot will run for a six months trial period at a cost of around $180,000.

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

Source: NYPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5844

Oops Ma'am, Your Biometrics Are Showing!

Bottom Line: Biometric-aware advertising, set to soar as sensor-based devices like Microsoft's Kinect become mainstream, now has the ability to recognize and associate users of these devices with their personal data.

A woman walks into a store, and a computer recognizes her, welcomes her by name, compliments her on the weight she’s lost, and points out that the store has lots of good deals in her new size — which happens to be two sizes larger than she had been telling her friends, who are accompanying her on this particular shopping trip! It's a cautionary tale ... 

[Estimated timeframe: Q2 2012 onward]

... told by Microsoft's marketing and data policy privacy manager Lyn Watts in his address to this week's PII 2012 [Privacy Identity Innovation Conference] in Seattle.

Warned Watts: "While the innovation on Kinect apps is incredible, when it comes to privacy there are things that you can do that aren't necessarily the right thing to do."

His topic was biometric-aware advertising, which will become more common as sensor-based devices gain the ability to recognize the people using them.

He not only talked about the promise of the technology, but also its potential privacy pitfalls.

Watts examples centered around Microsoft’s Kinect sensor, which is expanding its potential applications into more commercial settings as it moves beyond the Xbox 360 game console to Windows PCs.

So how should companies making biometric-enabled Kinect apps approach the issue? Advises Watts:

"From a privacy professional’s point of view, there’s a big mountain to climb here. Biometric data, as we know from our customers, is something that is seen as really exciting. And also there’s a little bit of trepidation.

"I think Xbox did a really good job of rolling out Kinect and being very up front about the privacy implications and giving customers control over those implications.

"Those are the sorts of things that the privacy managers for these companies are going to have to think about, too. Boy, be up front about disclosure, about exactly what the data is going to be used for.

"Get clear, clear consent. In a lot of cases, I think it’s going to be opt-in, check-the-checkbox type of consent. There’s things that you can do that aren’t necessarily the right things, and I think that’s going to be foremost on the minds of a lot of the privacy managers that are going to work in this space."

The 3rd annual Privacy Identity Innovation conference at Seattle's Bell Harbor International Conference Center [May 14-16] explored how to protect sensitive information while enabling new technologies and business models.

Read the original unabridged article 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: GeekWire.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5838

Brave New [Ad] World Based on Mobile Background Noise

Bottom Line: Google has patented a system that monitors smartphone calls for background noise at sports arenas, concert venues and similar public places, enabling it to pinpoint the location/event type and target ads accordingly.

The background noises you hear right now, reader, are George Orwell and Aldous Huxley spinning in their graves as they mutter "told you so"! The system works thus: You’re attending [say] a baseball game and call Google’s 411 service for information about a nearby restaurant. The cheers of the crowd and the sounds of the announcer are picked up by your phone while Google’s system analyzes the background noise, takes into account your location and ...

[Estimated timeframe: Q2 2012 onward]

determines that you’re at a ballgame and delivers related ads or links to your phone with sports scores and news.

Or maybe you’re making the call from a concert hall, and the sound in the background is the instruments tuning up during intermission. Google figures out that you’re at a concert, and serves up musical news or ads about albums related to the performance. This is an operational diagramatic of the new patent: 

Disturbingly Big Brother-ish?? Google's patent acknowledges “it is important to respect the privacy of the users,” and explains that users will have the option of “enabling or disabling some or all of the sensors for the purpose of gathering information to support advertisements,” as governed by a privacy policy.

Google applied for the patent in January 2008 and received it March 20th. Coincidentally its approval comes at a time of heightened scrutiny over Google’s privacy practices. And the concept makes the automated ads in Gmail sound positively low-tech.

The patent doesn’t only monitor background noise, but also records input a from variety of sensors.

For example, when the temperature sensed by a device dips below a certain threshhold, the system could serve up ads for winter coats, according to the patent.

The idea is to use a variety of conditions sensed by the phone to help serve up ads, not just on the phone itself but also on nearby digital billboards or similar advertising venues.

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

Source: GeekWire.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5801

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