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

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Responsive Audio Posters Set to Revolutionise Billboards

Bottom Line: A consortium of British scientists, musicians and researchers has developed interactive paper posters that play music via printed circuits made with conductive ink, enabling new creative opportunities for out-of-home marketers.

Not only do the the prototype Listening Post flyers deliver music clips and audio messages, they also function as a guide to bands performing locally, offering an interactive interface when a thumbnail image is pressed. The posters also provide a ticket-booking facility. According to Peter Thomas, head of Liverpool-based Uniform Lab that helped co-ordinate the programmable poster's creation, it is expressly designed to ...

[Estimated timeframe: Q2 2012 onward]

... explore novel methods of interaction. Thomas hails it as a way to counteract the modern problem of "infobesity".

He explains: "People are saturated with information all the time, especially when it comes to music, this is a way to cut through all of that. We're trying to recapture some of the tactile experience you got with vinyl records. 

"There's a really different reaction from users to physical media as opposed to digital media, especially when it comes to music."

Thomas added that interactive paper and packaging signified the return of media to the physical - as opposed to digital - world and was no longer solely accessible online.

Development of large-scale production techniques for printing circuits on packages, posters and other paper media is accelerating, Thomas say. Work is also under way to shrink circuit boards so they too can be incorporated in the printing process.

Thomas believes that the low cost of paper and the fact that conductive inks can be applied via ordinary printing presses will quickly drive adoption.

"It will be a couple of years before we see smart paper as a really meaningful proposition but it's definitely going to happen," he said. "Music is a focus for us but it's just the tip of the iceberg."

Future versions could incorporate web connections so that packages, posters and magazines can be remotely updated. As an example, Thomas cites a real world 'Like' sticker that can be affixed to any object, logging every occasion on which the sticker is pressed. 

The Listening Post technology was recently demonstrated at the South By Southwest Show in Austin, Texas.

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=5793

'Broad-Based Optimism' Among Largest US Advertisers Bodes Well for 2012

Bottom Line: "When America sneezes the world catches a cold", so the old saying goes. Presumably the converse is equally true - in which case new research suggests that 2012 will be an upbeat year worldwide for all but print media.

In the latest update of Advertiser Perceptions' flagship Advertiser Intelligence Reports [AIR], the research-based advertiser-insight and guidance provider perceives continued optimism for 2012, both among marketers and agencies. Indeed the semi-annual index reflects its second-highest reading since 2007, with a majority of survey respondents planning to ... 

[Estimated timeframe: Q2 2012 - Q4 2012]

... increase their spending. The Fall 2011 AIR survey represents the 5th consecutive “optimistic” finding since the latest recession affected the advertising marketplace in 2007-2008.

Advertiser optimism, however, varies by medium. But all media have enjoyed varying degrees of improvement, with respondents showing the greatest optimism for advertising via mobile, digital, and cable-television media. They also showed moderate optimism for broadcast, and expect improvements for magazines and national newspapers. Even so, sentiment for print-media platforms remains largely pessimistic. 


A majority of advertisers in every major advertising category anticipate increasing their ad spending in 2012. Based on this data, Advertiser Perceptions anticipates that the most optimistic advertisers will be in beauty, alcoholic beverages, financial products/services, consumer electronics, and automotive categories.

Nearly all major advertisers have expanded their budgets for digital ad channels. As a result, the optimism trends in those chanels are especially strong. Search advertising is rebounding after a slight dip in the Spring of 2011, while optimism for digital video media is exceptionally strong.

Comments Advertiser Perceptions' founder/ceo Ken Pearl: “In 2012, the nation faces an uncertain economic environment, an unclear political climate, and unsteady consumer confidence.

“Nonetheless, in our large and comprehensive survey of more than 1,200 media decision-makers, AIR Wave 16 found broad-based optimism over the coming twelve months. This optimism among advertisers has been consistent in AIR since the Fall of 2009.”

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

Source: AdvertiserPerceptions.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5787

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

McCain Foods Tempts UK Bus-Users With AromaTising

Bottom Line: McCain Foods is pioneering new odour technology to arouse the taste and nasal-buds of British bus travellers to promote a new potato product, McCain Ready Baked Jackets - technology that could presage an era of odorous ads.

Shoppers and commuters in York, Manchester, London, Nottingham and Glasgow are being greeted by the wafting aroma of "3-D baked potatoes" as they huddle in wintery city bus shelters. The frozen foods firm is using unique aromatic technology to imply the deliciousness of its new McCain Ready Baked Jackets. To activate the experience, travellers are invited to ... 

[Estimated timeframe: Q1 2012 onward]

... press a button which activates a hidden heating element. This gently warms the potato and releases the tempting aroma of a slow oven-baked jacket potato throughout the bus shelter.

The aroma was developed over three months in collaboration with a specialist scent laboratory to accurately match the warming scent of McCain's sensual spud.

In a neat marketing double-whammy, the bus shelters will also dispense money-off coupons to enable people to try the new product for themselves.

The campaign was created by London agency Beattie McGuinness Bungay.

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=5766

BRIC Nations to Lead World Adspend Growth in 2012

Bottom Line: According to marketing intelligence provider Warc, the so-called BRIC nations [Brazil, Russia, India and China] will lead world advertising growth this year, leaving Europe and (to a lesser extent) the USA trailing in terms of increased expenditure

Leading the race for adspend growth will be Russia which, Warc predicts, will leap by a substantial 16.5%, with India hard on its heels at 14.0%. China is set to grow 11.5%, while spend in Brazil is forecast to grow by 8.5%. Mainland Europe, on the other hand, is destined to languish with economic powerhouse Germany recording just 1% growth in adspend; France (0.8%) and Italy (-0.2%). In the UK, however, the picture is ... 

[Estimated timeframe: Q1 2012 onward]

... rosier, with predicted growth of 4.2%, courtesy of the dual uplift of the London Summer Olympics and the 2012 UEFA European Football Championships.

As for the USA, which is forecast to see a 4.1% increase in ad spend, its TV broadcasters will benefit bigtime from the November presidential and congressional elections.

Indeed, across all twelve nations covered by the survey, TV is predicted to increase its share of main media advertising, growing by 5.3% versus the all-media total of 4.5%.

As to online advertising, however, the pace of expansion is expected to slow to 12.6% this year, down from an estimated 16.6% in 2011. Despite which the internet is expected to account for 20% of all media spend come the end of 2012.

Comments Warc data editor Suzy Young: "With continuing debt worries affecting mature markets and knocking business and consumer sentiment, it is no surprise that 2012 adspend growth will come from emerging markets.

"Without the support from the presidential election and major sports tournaments, the outlook would have been even worse. But there are some bright spots in the data, with TV's performance looking particularly encouraging."

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

Source: Guardian.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5765

New Smartphone Technology Tracks Shoppers' Route Through Malls

Bottom Line: New technology installed in European shopping malls can triangulate the location of a smartphone-owning shopper to within a couple of metres – revealing which shops that person has visited - and even which department.

When folk surf or shop online, the pages they visit are recorded and tracked, enabling the likes of Google and Facebook to sell ads to third party advertisers that accurately target surfers' interests. In the bricks and mortar world of shopping malls, however, such targeted accuracy has been a marketer's pipedream. That dream is now a reality, thanks to Footpath, new technology from Path Intelligence, a UK company which now operates in more than ten malls in Britain and in seven countries, mainly in Europe. Its success, however, ...

[Estimated timeframe: Q1 2012 onward]

... has has recently raised privacy concerns over the past few months, provoking campaign groups, online discussion boards - even a US Senator Charles Schumer [Democrat, New York state]  - to criticise the way Footpath has been deployed. 

Footpath provides this controversial information information by tracking people's mobile phones as they shop. The system uses a unique signal emitted by each phone – rather like a computer's IP address.

"It's called a temporary mobile subscriber identifier," explains Path Intelligence ceo Sharon Biggar.

"It's just a random number that cellphone networks assign to your phone. And then we're simply passively observing that number as it moves around a particular space."

Using around ten receivers spread across the floor of the average shopping mall, Footpath can triangulate a person's location to within a couple of metres – revealing which shops somone has visited, and even which department.

Says Biggarr: "Typically a retailer would have 20 to 30 percent of its shoppers buying something, so 70 to 80 percent of shoppers in store don't actually purchase. And that's the opportunity, that's what offline retailers are trying to identify, where those people went, what they looked at but what they didn't buy."

The major UK developer Land Securities - which has installed Footpath in some of its malls – says the data helps identify which shops are performing well and which aren't, and helps improve the layout by identifying crowd bottlenecks.

Many privacy advocates, however, are less enthusiastic. "If consumers can't be confident that the regulation protects their anonymous phone location being tracked, then how can they be confident that something far more intrusive won't come along?" asks Nick Pickles of London-based campaign group, Big Brother Watch.

"And before we know it, technology moves much, much faster than the law - and consumers are the ones who suffer, and everyone is asking 'why wasn't the protection in place first'?"

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

Source: DW-World.de
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5750

Multi-Sensory Billboards Waft Across London, Claiming Enhanced Effectiveness

Bottom Line: London-based CURB Media has launched what it describes as the UK’s first ‘sensory out-of-home’ (SOOH) advertising platform, enabling billboard advertisers to embed scent, sound and even taste into their ads.

Self-styled ‘natural media company’ CURB provides clients with new and innovative ways for to communicate, using entirely natural and sustainable materials. The agency is initially offering its new SOOH system to outdoor ad specialist Clear Channel's media network. The new system claims to increase recall and enhance consumers' mood by... 

[Estimated timeframe: Q4 2011 onward]

... triggering the required emotions in those passing the displays.

According to CURB's website, the firm helps brands to amplify out of home media and PR effectiveness using innovative, cutting edge techniques. "We deliver attention-grabbing media helping clients stand out and inspire their audience."

Initially functioning via Clear Channel's digital media network, the platform enables advertisers to run multisensory ad campaigns.

According to the partners, major retailers are already using multisensory techniques to influence mood and engage customers on an emotional level, citing examples that include fast food restaurants playing instore music at a faster speed, in order to increase the rate at which diners eat.

Brands will be able to use surround-sound billboards that also deliver scent in a way that CURB founder Anthony Ganjou believes can both influence consumers’ moods and trigger a wide range of emotions.

Asks Ganjou rhetorically: "‘Did you know that the nose is responsible for triggering approximately 75% of daily emotions?"

"The scientific evidence in favour of multisensory communication is compelling, and we can now offer the technologies, methodologies and expertise across Out-of-Home and experiential events that have been retail’s best kept secrets for the past couple of decades."

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

MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5731

US Ad Market Set to Cede Pole Position to BRIC Nations by 2014

Bottom Line: Aggregated ad spending in emerging markets is expected to exceed that of the US come 2014. Moreover, hotspots including the BRIC nations [Brazil, Russia, India, China], are moving up the league table fast.

According to Publicis Groupe's ZenithOptimediaChina, the largest of the four BRIC nations, accelerated past Germany in 2010 to become the world's third-largest ad market in 2010, while by 2015 China's media adspend is poised to overtake Japan, the current runner-up in the world adspend stakes. Meantime, Brazil, Russia and India also continue their upward trajectory ... 

[Estimated timeframe: Q4 2011 - Q4 2014]

... in the world adspend league table. In 2011 Brazil hit number six in the global rankings, Russia came in at No. 11 and India 16th.

In a list of up-and-comers, acronymized as MIST, Mexico ranked No. 15; Indonesia, 17; South Korea, 12; and Turkey, 24. 

Says Zenith's head of forecasting, Jonathan Barnard: "Emerging markets are the main source of ad-expenditure growth. Over the next three years, half of all global growth in ad expenditure will come from just ten markets: the BRICs, the MISTs, South Africa and Argentina."

The twenty-five largest ad markets in 2011 include ten emerging economies:

  • BRIC nations (see above)
  • MIST (see above)
  • South Africa (No. 14)
  • Thailand (No. 22)
  • Argentina (No. 26)

Among the 100 largest global advertisers, thirteen companies allocated more than 10% of 2010 measured-media spending to China, according to AdAge's Global Marketers report.

But don't jump to hasty conclusions, counsels Zenith: "The US remains the powerhouse of advertising, with spending more than three times that of No. 2 Japan.

Nonetheless, the USA's share of major-media global ad spending (TV, print, radio, cinema, outdoor and internet) fell from 44% in 1986 to 33% in 2011.

Analysing ZenithOptimedia's forecast data, AdAge DataCenter notes that spending in emerging markets is reaching a tipping point. Other key points highlighted by AdAge are ...

  • Such outlays will make up 33.2% of worldwide major-media spending in 2014, marginally ahead of the US share at 32.0%.
  • Emerging markets accounted for just 4% of worldwide major-media ad spending in 1986.
  • Per capita spending in emerging markets remains a fraction of that in the United States.
  • Advertisers spent $498 for every man, woman and child in the US in 2011. In China they spent $22 per capita - roughly equating to America's per capita ad expenditure in 1946.
  • But consider how far China has come since 1986 when its per capita ad spending was just 9 cents!

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=5726

US Ad-Buying Maven Predicts 'Media Transformation' by 2020

Bottom Line: The pace of evolutionary change in advertising media over the past decade will seem slow compared to the transformation predicted to take place by 2020.

Addressing the Advertising Age Media Evolved [ME] Conference in Manhattan yesterday, Starcom MediaVest Group Global Technology ceo Laura Desmond told delegates that technology has transformed media and its consumption over the past few years in ways that few people expected. By 2020, she predicts, the number of people using the internet will more than double to five billion and they will connect at speeds 500 times faster than today. Data will be counted in ...

[Estimated timeframe: Q4 2011- 2020]

... zetabytes, not the exabytes of today, and there will be fifty times more data available than the ad industry currently enjoys. Contributing to this expanding ocean of data will be mobile phone subscribers, whose numbers will double to 10 billion. 

Cell phones, said Desmond, are becoming “central command centers” for consumers. They are key to changing consumer expectations. And with nearly everyone on the planet owning one, it makes sense that Starcom Media Group's [SMG] strategy is to create “one-on-one brand relationships” with customers.

The media business, said Desmond, “is not for the faint of heart. It is a sector of the economy defined by acceleration.”

Data and its “hyper acceleration,” as Desmond put it, “changes everything." It will continue to revolutionize marketing by providing insights into the wants, needs and desires of consumers.

The pace of change and making sense of the growing pile of data are formidable challenges, said Desmond. But technology advancements will help marketers and agencies develop the tools needed to forge closer and “more meaningful connections” between brands and consumers.

And that really is what the future of media and marketing are all about. “It is daunting but it is also a huge opportunity to redefine our industry,” she said.

The daunting part for agencies is keeping up - to achieve which requires a state of constant reinvention, Desmond said in a Q&A session following her presentation.

By 2015, Desmond expects half of SMG’s business will come from digital, data analytics and content. All agency efforts, she said, are intended to reinforce and support the network’s mission of “transforming human experience.”

The next major area of focus for the agency, said Desmond, is “building the social stack and embedding it in everything we do.” The way she sees it, paid, owned and earned media share a platform. The work-in-progress includes developing techniques to measure the “impact and pressure” of owned and earned media in ways that enable more effective and efficient spending on the paid side.

Another key focus is addressability - using sophisticated software to transmit different and more relevant commercial messages to different households simultaneously - something the TV industry has struggled with for years.

To achieve this, SMG is partnering satellite TV provider DirecTV in a major addressable trial that begins in January 2012 and will include ten millionhouseholds. A number of larger and smaller SMG clients are expected to participate.

With that many homes involved, Desmond declared, addressability has finally become scalable. She now believes that the satellite industry will take the lead in bringing addressable TV advertising to its full nationwide potential.

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=5712

Global Public Wi-Fi Zones Predicted to Soar 400% by 2015

Bottom Line: Consumers' insatiable appetite for more and more electronic gizmos - laptops, tablets, smartphones - is fuelling an exponential demand for more and more Wi-Fi connections in public places worldwide.

Multinational trade body The Wireless Broadband Alliance [WBA] plans to meet this explosive demand by delivering near-universal and seamless wi-fi availability in urban areas worldwide. The number of public internet hotspots globally will grow more than fourfold to 5.8 million by 2015, according to a forecast prepared for the WBA by Californian firm Informa Research Service. The anticipated demand is also confirmed   by ... 

[Estimated timeframe: Q4 2011 - Q4 2015]

... IT giant Cisco Systems, which sees internet hotspots as crucial for offloading wireless data traffic - a paradigm expected by the company to grow 26-fold over the next five years - an astonishing surge which Cisco attributes to viewings of video on mobile devices.

Says WBA chairman Chris Bruce (also ceo of BT's Openzone): "The findings show we are about to enter the golden age of public wi-fi with hotspot deployments set to soar. Fixed operators are extending broadband services beyond the home and office, and wi-fi is supporting busy mobile broadband networks."

China Mobile, the world's largest mobile carrier by subscribers, intends to deploy a million hotspots while Japan's second biggest mobile carrier KDDI plans to extend  its 10,000 wi-fi hotspots to 100,000 within six months.

Other key members of the WBA include AT&T, NTT Docomo, Orange, Comcast, T-Mobile, Verizon and Skype

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

Source: Reuters.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5707

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