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

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Supermarkets Harness Smartphones to Turbocharge Future Sales

Bottom Line: Conscious of the forecast that there will be over one billion smartphone users worldwide come 2015, a major US supermarket chain has started to invest in related technology.

US supermarkets, along with their European and Far Eastern rivals, have woken-up to the fact that consumers in their droves are using smartphones to compare prices and check lists as they shop. And given the predicted growth in smartphone ownership over the next four years, supermarketeers are girding their loins to meet the challenge via major investments in smartphone-associated technology such as ... 

[Estimated timeframe: Q4 2011-2015]

... apps, Quick Response Codes (an advanced barcoding system) in a bid to maximise sales and reduce costs.

Handset figures [Gartner] show strong growth in smartphone sales, which will account for 29% of all cellphones by 2014 [Ovum]. This means a richer web experience for mobile users - especially as millennials, who grew up using electronic devices, are becoming a bigger percentage of supermarkets' shopping base. 

Building their programs around smartphones will allow supermarkets to break into the mobile space without investing mega-sums. The WSJ article quotes Agata Kaczanowska, an industry analyst with IBISWorld, who posits that by making the shopping experience easier, stores will boost customer loyalty.

Three months ago mobile-shopping marketing specialist Modiv Media struck a deal with with Ahold USA, the parent company of supermarkets such as Giant, Martin's, Peapod and Stop & Shop.

Ahold has launched a pilot program at three Stop & Shop stores in Massachusetts. It enables customers who download an iPhone app to scan the bar codes of each item they're buying and bag the items as they continue to shop.

The app is linked to the shopper's customer loyalty card, enabling shoppers to receive targeted special offers and coupons related to items they like.

According to Rebecca Kane, Ahold USA's vp of brand and customer-specific marketing, the app has been well received by Stop & Shop customers.

The company plans to roll out the app to eighteen Stop & Shop stores, with a view to extending the service to all Ahold's US outlets.

In Europe too, supermarkets are experimenting with instore smartphone systems. While analysts say the business case for high-tech grocers exists—it allows real-time marketing, geolocation within aisles and instant coupon delivery—customers' enthusiam is lukewarm.

Opines Forrester Research analyst Sucharita Mulpuru: "Many shoppers aren't accustomed to using their phones in a shopping setting, and when they do, it's most often to locate stores.

"There are a lot of experiments in grocery," says Mulpuru, "but the challenge here is there are more experiments than there are success stories."

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=5686

Digital Billboards Will Boost Global Outdoor AdSpend to $43.8bn by 2017

Bottom Line: RoI effectiveness of ads displayed on large billboards - notably wall-sized digital displays - will power outdoor adspend growth thru 2017.

Outdoor Advertising, the latest report on the worldwide out-of-home advertising market by Global Industry Analysts, forecasts massive growth over the next six years. By segment, large billboards will enjoy the the most explosive growth - especially digital and static displays. Over the period analysed by GIA, market revenues worldwide for Transit Outdoor Advertising (bus-side and other transport displays) are predicted lead the pack with a compound annual growth rate [CAGR] of 9.1%. Other key data highlighted by the report include ...

[Estimated timeframe: Q4 2011 - 2017]

... a comprehensive review of market trends, issues, drivers, company profiles, mergers, acquisitions and other strategic industry activities.

The report also provides market estimates and projections (expresed in US $ millions) for major geographic markets including the United States, Canada, Japan, Europe (including Russia), Asia-Pacific, Middle East & Africa (Israel, Kuwait, South Africa, Turkey and UAE), plus Latin America (Argentina, Brazil, Chile, Peru and Venezuela).

The overall market is analysed by the following Mode/Formats:

  • Billboards
  • Transit
  • Street Furniture
  • Alternate & Other Outdoor Advertising Forms. 

Among the major players in the global marketplace examined by the report are: Adams Outdoor Advertising, AdSpace Networks, Affichage Holding, APN Outdoor, Burkhart Advertising, Captivate Network, Clear Channel Outdoor, Clear Media, CBS Corporation, Daktronics, DDI Signs, EPAMEDIA, EuroMedia Group, Fairway Outdoor Advertising, JCDecaux Group, Lamar Advertising, MarketForward, Primedia Outdoor, PRN Corporation, Stroer Out-of-Home Media, Van Wagner Communications, and Zoom Media.

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

Source: SFgate.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5681

Play Games, Pay the Cabby Via London's New In-Taxi Digital Screen Network

Bottom Line: London cabbies, famous the world over for their sardonic wit, now face a new entertainment rival - digital screens installed in their iconic black cabs.

Payment technology firm Verifone is launching an über-targetable digital screen ad network across London’s massive fleet of licenced black cabs, investing tens of millions of pounds in the technology to provide digital screen content and card payment terminals with contactless payment options. The technology enables passengers to ... 

[Estimated timeframe: Q4 2011 onward]

... access targeted messages and advertising promotions direct to their smartphone via a contactless terminal.

To cement its hold over this nascent and potentially lucrative market, Verifone has also acquired London-based taxi advertising company Taxi Media, thereby enabling it to access 70% of London Taxi advertising market and offer advertisers complete packages across traditional taxi wraps and in-car ads as well as it’s digital screen network. 

The network also includes GPS/geo location capabilities meaning that brands can trigger promotions and content to the location of the cabs.

The B2B operator, which describes itself as "the biggest brand consumers don’t know about", aims to shift its commercial focus to become a business-to consumer brand.

Says Mark Roberts vp/general manager of Verifone Taxi and Media Solutions: “My aim is to take Verifone from the shadows and bring it front and centre. Taxi pay media is a strategic move for us.”

The roll out of the pay media network fits in with the growth of the near field communications [NFC] and the digital wallets currently under development by Google and the major mobile phone networks.

Verifone also aims to exploit the current fads for mobile coupons, vouchers, and geo-location marketing.

[Sadly the news release fails to answer one vital question: can pasengers switch the damn thing off?]

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

Source: MarketingWeek.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5666

US Interactive Ad Market to Hit $77 Billion by 2016

Bottom Line: Growth in interactive marketing over the next five years will turn consumer electronics into audience-targeting tools, generating 35% of all US adspend.

That's the view of Forrester Research analyst Shar VanBoskirk, author of a report published last week. By 2016, predicts Ms VanBoskirk, interactive advertising will acount for the same proportion of US ad budgets as does television in 2011. The report defines 'interactive platforms' as search marketing, display advertising, mobile marketing, email marketing and social media. A number of key factors will enable this growth over the next five years, among them ...  

[Estimated timeframe: Q4 2011 - Q4 2016]

... dedicated interactive teams for marketers, publishers and service providers.

The report cites as an example, an unidentified financial services company that over the past three years has grown its interactive marketing team from 18 to 70 staff. "Now, it is a top advertiser on many display networks, has tripled its email marketing volume, and has a social PR effort underway."

Along with sustained excitement [or relentless hype?] about emerging media, Forrester also expects marketers to increasingly invest in interactive channels, in the belief that that these will generate greater RoI over time.

Moreover, firms seeking to differentiate in the "age of the customer" will invest to create customized experiences across consumers' preferred touchpoints.

For example: Forrester projects that by 2015, smartphone adoption will grow 150%, while 82 million consumers will own a tablet.

Other interactive predictions include: 

  • Triggering a boom for display advertising, investment in contextual listings, static image ads and rich media ads (including pre-roll, mid-roll, and post-roll online video) will reach $27.6 billion by 2016.
  • All display categories -- except for static image ads -- will post more than 20% Compound Annual Growth Rate [CAGR], which will boost display to 36% of interactive spend in five years.
  • Spending on mobile paid advertising and search will surpass email -- and social will rocket to a 38% CAGR or $8.2 billion by 2016. This will be driven by more relevant mobile advertising, increased tablet adoption and mobile commerce.
  • Forrester also predicts the end of daily deals, reasoning that "standing out above the clutter becomes harder for marketers as ad exposures grow."

Summarizes VanBoskirk: "Consumers will grow so conditioned to micro-impulse offers they'll lose practice at considered decisions ... Facing a cultural descent into maladroit judgment, employers (and spouses) will blacklist impulse deals to keep people intentional."

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=5657

US Marketers Signal 'Significant' Increase in Shopper Marketing Spend

Bottom Line: It's 'Back to the Future' as 47% of major US marketers indicate their intention to 'significantly' increase their instore marketing budgets thru' 2013.

An omen of even harder times ahead, perhaps, as stateside marketers indicate their intention to 'significantly' increase their appropriations for the relatively unglamorous (but highly ROI-effective) technique of shopper - or point-of-purchase - marketing. According to new data from shopper research specialist GFK Interscope ...  

[Estimated timeframe: Q3 2011 - 2013]

... digital channels and gadgets are making consumers more streetwise about where, when and why to purchase goods and services.

Moreover the growing profusion of media channels is making it ever harder for manufacturers and retailers to accurately direct sales pitches to their target audiences. 

In June, GFKi surveyed 300 marketing executives across various retail and manufacturing sectors. Seventy-six percent indicated that their companies are now devoting 5% or more of their total marketing budgets to shopper marketing initiatives.

"It's a remarkable shift," according to GFK Interscope evp Alison Chaltas, who points out that the data implies a radical transformation over the past five years when - with a few exceptions among the fmcg giants - there were no such POP budgets.

As a result of the current trend, manufacturers and retailers are accelerating their efforts in the shopper marketing space, with almost half (47%) of the interview sample indicating their companies will be significantly upping shopper-marketing budgets over the next two years.

According to Chaltas, most of the money now earmarked for shopper-marketing programs is cannibalized from traditional media budgets, such as TV and print. It will flow to various arenas, including research, instore channels, email marketing and mobile.

The study doesn't cite specific amounts for specific channels; each retailer exercises individual choice.

The primary driver of the upsurge, said Chaltas, is digital technology, which is making shoppers more discerning and "harder to communicate with because there are so many more touchpoints and so much clutter."

Those touchpoints include dozens of online, mobile, in-store, word-of-mouth and direct mail channels. That makes purchasing-decision behavior more challenging to understand, she added.

"Everyone is still learning about the decision-making process," she said - especially how and why shoppers form relationships with particular stores and brands.

But Chaltas hits the nail squarely on the head, noting that while the media landscape is always changing "the one constant is point of purchase."


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

Source: Media|Post.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5646

Digital Signage Growth Set for Global Explosion, Predicts IMS

Bottom Line: Digital signage is expected to see worldwide growth of more than 40% by 2013 -- most of it within the retail sector.

IMS Research, a UK-based research consultancy servicing the global electronics industry, forecasts dramatic growth in digital signage over the next several years, spurred by increasing acceptance of the medium as an effective advertising platform. Growth is unlikely to be confined to supermarkets, major public venues and other high-traffic outlets. 'Momma and Poppa' stores are also likely to cash-in on the trend. The IMS report, The World Market for Digital Signage, 2011 Edition, predicts the main driver of this growth will be ...  

[Estimated timeframe: Q3 2011 -2015]

... the medium's imminent entry into the media mainstream, specifically the communications channels regularly considered and evaluated by ad agencies and marketers.

Says Shane Walker, director of IMS' Consumer Electronics Group: "There is increasing recognition that [digital signage] is a valuable tool for directly interacting with audiences, and providing a compelling additional dimension to augment overall advertising placements across media."

IMS found strong growth in the retail sector. The latest study shows that, of all the vertical markets for digital signage, retail continues to be the largest, accounting for just under 25% of all digital signage hardware and software sales.

By the end of 2015, predicts the report, retail will remain the dominant sector of the digital signage market, reaching nearly $2 billion.

The report underscores the most fundamental strength of digital signage in retail: its ability to reach shoppers at the point of sale with a message aimed at influencing their final buying decision.

The platform is also likely to benefit from a concept, currently in its infancy in the UK, but soon likely to become commonplace: TV Everywhere

US cable, telecoms and satellite TV providers have been hyping this concept for the past year or so. A current raft of commercials show a TV viewer  in his kitchen watching a battle between two robotic creatures. As one appears to get the upper hand and slams his opponent through the wall, the viewer pauses the action with his remote control and walks into an adjacent room, where he hits the play button and the fight resumes.

Such commercials are building awareness among TV viewers that they need no longer be chained to one TV set to watch a show.

They now have the ability, not only to continue viewing the program they are watching on a series of sets as they walk through their homes, they can also access and resume playing a program on their laptops, smartphones or media tablets, that they started to watch on their TV elsewhere in the home.

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

Source: DigitalScreenMedia.org
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5645

Partial Global Adspend Recovery Predicted by End of 2012

Bottom Line: Global adspend is likely to remain flat this year with a partial recovery in 2012.

Growth in worldwide advertising expenditure is likely to remain horizontal for the remainder of this year, predicts UK-based marketing intelligence specialist WARC [World Advertising Research Center]. The researcher is not alone in its gloomy prognosis. WPP Group's media arm, GroupM, last month shaved 1% from its global adspend predictions for 2011, citing the impact of the Japanese earthquake and political mayhem in the Middle East. WARC, however, has qualified its outlook with a ray of sunshine, revealing that ...

[Estimated timeframe: Q3 2011 - Q4 2012]

...  when measured at constant 2005 prices adjusted for inflation (the baseline used by the IMF and several other key indices), total adspend in the twelve surveyed markets will actually decrease by a meagre -0.1% year-on-year.

Moreover, WARC foresees a partial recovery in 2012, triggered by general economic growth, with a 5.7% boost in adspend measured both in current and constant prices.

The media covered by the WARC survey are newspapers, magazines, TV, radio, cinema, out-of-home and internet. The markets surveyed were:

  • Australia
  • Brazil
  • Canada
  • China
  • France
  • Germany
  • India
  • Italy
  • Japan
  • Russia
  • UK
  • USA.

Summarises WARC's data editor Suzy Young: “Global economic conditions remain unsettled and this is making marketers cautious, particularly in Western Europe, Japan and the US.

“As a consequence, marketing budgets for 2011 are likely to be smaller than initially hoped. The next three months will be crucial.”

Meantime, in 2011, the emerging eastern economies continue to lead the way in terms of adspend growth. Of the dozen nations expected to record the strongest year-on-year adspend increases at current prices are Russia (19.5%), India (15.5%) and China (12.2%). They are also the fastest growing at constant 2005 prices.

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

Source: Marketing week.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5632

Russian Inventor Demonstrates No-Screen Video

Bottom Line: Screen-less video and TV, for long the preserve of science fiction, has taken a giant step towards commercial reality, courtesy of a youthful group of Astrakhani inventors and a Florida-based firm of venture capitalists.

Displair, an Astrakhan-based company that develops interactive video players which display in mid-air (without need of a screen), appears to be set for take-off thanks to US-headquartered venture capitalists Marchmont Capital Partners.  According to the latter's founding director Kendrick White: "We need to support entrepreneurs. Real innovation comes from the bottom up." But, insists Displair's PR director Mikhail Bezruk, the force driving his company is not bottom line profit but ... 

[Estimated timeframe: Q3 2011 onward]

... national pride. "I was raised that way, I guess — to build Russian business in Russia," he said. "Call it patriotism."

But whatever the driving force, it seems likely that Displair is onto something big with massive future potential in the triple spheres of media, marketing and advertising.

Displair is not likely to be an off-the-shelf product -- in the near future at least. According to the company's website [as translated by Google]: "Each project requires an individual approach. If you are interested in obscure [?] the display, contact us in any way you want and we will calculate the cost of the display for your particular problem. 

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

Source: MoscowTimes.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5626

Aegis Test-Drives Interactive Out-of-Home Media Technology

Bottom Line: 'Near Field Communication' - a new potentially mainstream interactive out-of-home technology - got its first airing earlier this week.

Bus passengers in New York and Los Angeles this week are experiencing an advertising sensation (in both senses of the word) in a pilot scheme set-up by Aegis Group's Posterscope unit to test a new interactive outdoor advertising platform. The test's primary objective is to measure consumer interaction with NFC [Near Field Communication] technology as they wait in bus shelters. Travellers can activate the process by ...

[Estimated timeframe: Q3 2011 onward]

... tapping an icon on the display panel with an NFC-enabled phone, so as to view an exclusive clip of ads promoting the new season of VH1's Basketball Wives series.

Posterscope executives hype the project's technology as "easy" and "hassle-free," stressing that that the bus shelter installations require no more than a "paper-thin" sticker to be affixed to the back of the ads.

Although the initial test focuses on whether consumers will utilize the NFC application to download content, future uses could include the capability to make instantaneous purchases or respond to offers.

Says a Posterscope handout: "The potential for seamless integration into out-of-home formats offers an enormous added value in extending brands to consumers. The retail possibilities are enormous."

Posterscope client Nokia provided NFC-enabled Nokia Astound phones for the test. The handsets are already available stateside via T-Mobile.

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=5625

Fast Food Ad Ban Mooted by US Doctors

Bottom Line: The advertising of fast, unhealthy foods could be at risk of a US national ban following lobbying by The American Academy of Pediatrics.

The American Academy of Pediatrics, a group of 65,000 physicians, has issued a statement calling for Congress and the Federal Trade Commission to enact laws preventing the advertising of allegedly unhealthy foods. In particular, the medics are concerned about the advertising of such products to children, claiming that "kids see 5,000 to 10,000 food ads per year, most pushing unhealthy foods". Alleges Dr Victor Strasburger, the statement's lead author ...

[Estimated timeframe: Q3 2011 - 2014]

... "We've created a perfect storm for childhood obesity - media, advertising, and inactivity. American society couldn't do a worse job at the moment of keeping children fit and healthy - too much TV, too many food ads, not enough exercise, and not enough sleep." 

In April, the FTC and other agencies released a set of voluntary principles regarding the marketing of foods to children. These cover ads targeting children 17 and below, and  are limited to products that have the right ingredient profile.

Comments on the voluntary guidelines are due later this month (July 14) but the food industry has already criticized the guidelines as "draconian". Howls a Campbells Soup spokesman: “The nutritional criteria . . . are highly unrealistic."

While the most prominent of the usual suspects,  Dan Jaffe, evp, Association of National Advertisers complains: "They’re asking the whole industry to change behavior, and they’re using old data to justify it.”

Jaffe cites the self-regulatory program introduced in 2006, when advertisers (collectively representing 70%-80% of all ads targeting children)  amended their products and messaging.

Though the FTC's latest guidelines are voluntary, advertisers are worried the could lead to future clampdowns. “There is the force of regulation behind it,” Jaffe says.

Meantime, in the opposite corner is nutritionist and New York University Professor Marion Nestle, whose tome Food Politics: How the Food Industry Influences Nutrition and Health describes tactics used by food company marketers to lure children as young as two years to consume their products.

Nestle quotes one marketer saying: "Kids are a growing demographic and [advertisers] are trying to get in on the ground floor." Another marketing strategist defended childhood advertising as "nothing less than primary education in commercial life."

But, warns Professor Nestle: "Children comprise a multi-billion dollar market, and what better way to instill brand loyalty and increase lifetime profits than by marketing to the youngest, most vulnerable, members of society?"

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

Source: RTNews.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5614

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