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

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World Ad Revenues Forecast to Grow 6.8% Annually Thru' 2016

Bottom Line: Ad revenues worldwide are set to grow over the next five years. But it could be a bumpy ride - especially for print media.

Following an 8.0% rebound in 2010, IPG's MagnaGlobal media unit predicts that media suppliers around the world will grow their advertising revenues during 2011 by 5.2% to total $428.4 billion on a constant currency basis. This is a downward revision from the company's previously published expectations of +5.6%. Long-term growth rates, however ... 

[Estimated timeframe: Q3 2011 - 2016]

... have been upgraded, reflecting stronger expectations for emerging markets through 2016.  Magna's compounded annual growth rate [CAGR] for the global industry is +6.8% over the next five years, compared to previous expectations in late 2010 of +6.3%. In individual media sectors ...

  • Traditional television advertising is expected to grow 8.3% on average through 2016, gaining more advertising market share in North America (the world’s largest TV market) than in any other region.
  • Concurrently, the media mavens predict that online advertising will overtake newspapers as the second-largest advertising medium by 2012, reaching US$129 billion in 2016. Technological advancements in ad serving, targeting and measurement, improvements in search quality, and rapid growth of social media will all help the medium attract more investment.
  • By contrast, Magna expects a slight temporary decline in print media revenue, compared to the media shop's previous expectation of positive growth of less than 1%. Over the next five years, however, newspapers and magazines collectively should grow 1.6% on average, an upward revision from our previous estimate of 1.2%.
  • In many emerging countries, particularly in those where literacy rates are rising and the threat of online substitutes remains limited, newspapers remain a popular medium to distribute content to consumers.
  • Radio estimates remain largely unchanged, but out-of-home should continue to see relatively more favorable trends, which will help make it the second fastest growing medium after online over the next five years.

In dynamic USD terms – important to a media owner or advertiser who does not hedge currency exposure – global advertising will rise by +9.2% during 2011, and continue to grow by a CAGR of +8.1% through 2016.  [Magna's currency estimates assume a depreciating US dollar against most other currencies over the next five years.]

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

Source: MagnaGlobal.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5597

Global Adspend on Course to Hit $1.9 Trillion by 2015

Bottom Line: The ongoing proliferation of digital media will create increasing media and ad evaluation problems over the next five years.

In its latest survey of the world's media industry -- Global Entertainment and Media Outlook: 2011-2015 -- PricewaterhouseCoopers reviews a "constantly changing environment where new online resources, formats and uses are being developed." It's a scenario, says the consultancy, that makes measuring the effectiveness of online advertising a complex matter. The study considers the different ways of measuring the effectiveness of online advertising, noting as a starting point that ...

[Estimated timeframe: Q3 2011 - 2015]

... in 2010 advertising budgets allocated to internet media represented 16% of total advertising expenditure worldwide -- a figure that could reach 21% within the next four years.

Warn the report's authors, Marcel Fenez and Christ Economos: "With an increasing proportion of advertising budgets going to online campaigns, measuring performance is more than ever a key issue."

The findings of the study, which includes input from eleven major global advertisers, identifies the different ways of measuring the effectiveness of online advertising:

  • Objectives of online communications strategies
  • The web's contribution to branding objectives
  • Impact of online campaigns on offline sales
  • Media mix effectiveness
  • Impact of online advertising on browsing behaviour
  • Impact of targeting on all aspects of a campaign
  • Impact of advertising formats on conversion and branding.

As part of PwC's global consumer research program, the firm's Entertainment, Media, and Communications practice is conducting a series of consumer discovery sessions to elicit candid feedback and gain new understanding of consumer attitudes and behaviors in a rapidly changing media landscape.

Sampling the 18 to 24 age group, the research combines facilitated online community discussions with face-to-face consumer discovery sessions. Hypes PwC: "This integrated approach yields powerful business insights that help our clients identify and capitalize on emerging trends."

[One of PwC's most illustrious clients being, of course, the Interactive Advertising Bureau.] 


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=5595

Digital Signage Forecast to Grow 40% Globally by 2013

Bottom Line: The formerly 'Little League' medium is poised for the global bigtime.

Digital signage - outdoor and indoor electronic display of information, advertising and other messages - is forecast to grow by forty percent worldwide over the next three years, according to a report published this week by IMS Research. Although the out-of-home medium has been around in pre-digital format for at least eight decades, growth has been relatively sluggish until the advent of digitalization a few years back. Now, according to the researcher, the medium is poised to reach orbital velocity. Leading the great leap forward is...  

[Estimated timeframe: Q3 2011 - 2015]

... the People's Republic of China where the nation's largest digital signage firm, Focus Media Holdings, operates more than 120,000 screens.  

The IMS report, The World Market for Digital Signage, 2011 Edition, reveals that global revenues for digital signage equipment and software were $5 billion at the end of 2010; but when service and advertising revenue is included, this increases to $6.5 billion.

In hardware, the primary revenue drivers were displays (including LED arrays), with projectors for digital cinema and PCs contributing $4.5 billion.

Says Shane Walker, director of the Consumer Electronics Group at IMS Research: “Investment in digital signage has been generally slow over the last two years, but we are seeing more confidence in the industry as a whole. There is increasing recognition that it is a valuable tool for directly interacting with audiences, and providing a compelling additional dimension to augment overall advertising placements across media.

"While it is still true that the majority of advertising spend is not in outdoor displays, let alone outdoor digital signage, we expect this to change significantly as urbanization continues and as advertisers recognize the need to reach their audience beyond the living room, where usage of digital video recorders is increasing.”

Retail continues to be the largest of the digital signage verticals at just under 25% for equipment and software sales (even when the digital cinema industry is included), driving over $1 billion in value. While growth in retail is not forecast to be as strong as other sectors, it is predicted to maintain the dominant share, reaching nearly $2 billion in infrastructure sales by the end of 2015.

Another factor expected to contribute to growth over the next several years is the medium's ability to interact with mobile phones.

Using SMS messaging and Bluetooth, some digital networks are increasing interactivity with their audience. SMS messages can be used to post messages on the displays, while Bluetooth allows users to interact directly with what they see on screen. In addition to mobile interactivity, networks are also using technology that integrates social and location-based media interactivity.

This technology enables end users to send Twitter and Flickr messages as well as text messages to the displays. Some signs use 3D displays that operate using a technology called autostereoscopy, which allow the viewer to see a 3D image without using special glasses.

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

Source: IMS Research
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5591

Is the Age of Holographic Ads About to Dawn?

A series of eight unique fashion shows made its debut last week in Vienna, Austria, sponsored by Los Angeles-headquartered couture retailer Forever 21. The shows. which exclusively use holographic images instead of live fashion models, was conceived and produced with the help of digital agency space150. A total of eight shows are currently scheduled, with the next two in Brussels and London in June and July, culminating with a show in New York this fall. The technology is also likely to presage exciting new creative opportunities for agencies and marketers. For example ...  

[Estimated timeframe: Q2 2011 onward ]

... exhibitions, conferences, presentations and intermission displays at other live events. Eventually. some say, the technology could be extended to digital media such as TV and the internet.

The Vienna show opens with just a bare runway, onto which materialize holographic models, wearing designs from Forever 21's new line. The holo-models, walk the runway, disappear into starbursts and climb invisible staircases that light up underfoot.

Says Forever 21 Marketing Manager Kirstin Nagle: "We know that our customers are tech savvy and stay on top of trends in both fashion and technology. These shows are a way of connecting with our consumers in both areas."

Forever 21's program of digital brand entertainment began last June with the introduction of an interactive Forever 21 billboard in Times Square, New York.

Located on the site of the iconic Virgin billboard, the Forever 21 display features giant onscreen models interacting in real-time with customers on the streets outside the store. Models snap Polaroids of the crowd in realtime or pick holo-people up and drop them into a store shopping bag.

Payoff: The technology signals the shape of holographic things to come in the worlds of advertising, media and marketing.

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=5562

Samsung Invests $15m in Hollywood No-Glasses 3D Technology

Samsung Ventures has invested $15 million in MasterImage 3D, a Hollywood-based specialist in autostereoscopic (glasses-free) 3D technology. The South Korean tech titan's funding of the US firm demonstrates the former's confidence in the future of three-dimensional TV, movies and mobile media - despite the ongoing debate among 3D market observers as to whether ...

[Estimated timeframe: Q1 2011 onward]

... autostereoscopic, 3D which doesn’t require glasses, or stereoscopic (which does) is the better log-term bet.

Whichever way 3D is likely to develop, Samsung and other manufacturers (including compatriot LG) are preparing for consumer’s decisions by investing in both technologies.

According to Ilseok Yoon, managing director of Samsung Ventures America: "The company was early to market with auto-stereoscopic 3D mobile displays and has built a significant business in 3D cinema.

"MasterImage 3D has demonstrated both a technical and business vision in driving adoption of 3D, and we lookforward to contributing to the progress [it] has made in all facets of consumer entertainment and communication.”

The Hollywood firm's ceo Younghoon Lee, envisages a future screen-free holographic moving image technology, already at an advanced stage of development. Says he: “We are committing this investment to innovation specifically to advancing our 3D solutions for cinema, smartphones, tablets, and larger autostereoscopic displays. We will continue to build toward our vision of 3D on every [type of] screen.”

Samsung's investment implies that further developments in autostereoscopic technologyare likely to emerge from the firm in the coming months. And indeed from other manufacturers as they attempt to keep pace with Samsung, which currently commands around 60% global market share for 3D TVs.

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

Source: MasterImage3D.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5529

World's Oldest Ad Medium Will be "Overwhelmingly" Tech-Dominated by 2020

That's the view expressed by ClearChannel International ceo William Eccleshare, whilst addressing the Financial Times' Digital Media Conference in London earlier this week. According to the boss of the world’s largest out-of-home advertising company: “In key markets, I can see 90% of out-of-home advertising being delivered digitally by the end of the decade. That compares to about 10% today in a developed market such as the UK.” This explosive growth will be driven by ...

[Estimated timeframe: Q1 2011 - 2020]

... the introduction of mobile technology. Specifically near-field communication, which uses similar “wave and pay” technology to the Oyster card on London Underground, is starting to make headway in mobile phones, already appearing in the latest Android device, Samsung’s Galaxy S, and rumoured to be coming in the next iPhone 6.

“As mobiles become payment devices, the ability to buy off a poster in a bus shelter or a shopping mall is going to be transformative,” says Eccleshare. “We will see a shrinkage in the total number of outdoor fixtures and panels but an increase in quality in the way in which consumers interact with those panels.”

Although he dismisses recent stories about billboards recognising facial expressions as a “little gimmicky”, Clear Channel is already offering free WiFi on buses in Hong Kong and even putting wireless in bus stops in other regions.

New eye-tracking technology – involving paying people to wear special glasses as they walk around a city – is also helping to measure the impact of outdoor ads, which Clear Channel argues is less interruptive and annoying than online pop-ups or TV commercials.

“I get the sense it is all coming together,” Eccleshare says. “Convergence is starting to happen and this year we are going to start seeing some real breakthroughs in that, in terms of providing real revenue and a real business model. Technology is transforming our rather old-fashioned business and I can now see – which I couldn’t a year ago – how over the next five to seven years, it’s going to become really significant.”


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

Source: FT.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5512

Real-Time Ad Bidding/Buying Set to Grow 233% in 2011

History will record 2010 as the year in which real-time auctions of advertising time and space really took off, notching total revenues of $353 million in the US. Anno domini 2011, however, will be the year in which real-time ad-bidding platforms became mainstream, generating revenues of $823m, according to Forrester Research's crystal ball. The study not only highlights changes in media buying but also reveals that ...

[Estimated timeframe: Q1 2011 onward]

... technological complexity, regulatory ambiguity and fears of poor inventory quality remain unassuaged.

The report also suggests that publishers standing on the sidelines will forfeit an opportunity to participate in the market, as real-time buying [RTB] grows and expands worldwide.

According to the report's commissioner, Admeld ceo Michael Barrett, buyers at larger agencies can create and have access to their own trading desks, but only a few help the smaller companies.

Says Barrett: "The adoption level has been fast-paced, but some of the issues seen last year revolve around the plumping. This year, we're solving the problem of bringing more high-quality inventory, which should accelerate the growth of real-time bidding."

Poor-quality inventory continues to keep some brands from essaying RTB. Financial services and telecom businesses quickly adopted the method, but consumer packaged-goods companies have been slow to jump aboard.

Technologies from demand-side platforms, data management, ad exchanges and servers that make up a complex RTB platform also limit adoption. The study suggests that disparate systems will keep many small companies away.

Nevertheless, although there have been admitted challenges, companies in the UK and Germany have increased spending on Admeld's RTB platform during the past six months by respective factors of four and twelve.

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=5499

US Adland-Media Mergers & Acquisitions Expected to Rise in 2011

"[America's] ad industry and media companies should brace for a wild ride next year," predicts daily news bulletin MediaPost, citing a study released Wednesday by AdMedia Partners. Between 78% and 86% of respondents to the survey expect M&A for content and services, respectively, to come from strategic buyers and between 63% and 68% from financial buyers such as equity firms and investors. And there are reasonably positive feelings about the overall economy ...

[Estimated timeframe: Q2 2011 onward]

...  with over half (58%) of respondents believing US business will grow stronger in 2011 versus 2010.

Financial buyers, including private equity firms and investors, expressed a strong interest in investing in online companies. Sixty-two percent want to explore information and database publishing and online media, while 54% will look into social marketing and marketing technologies.

While companies believe their own business will grow, they also believe competition will continue to increase.

  • When asked where they were seeing newcomers entering the markets, 68% of service firms predict that new competition will come from marketing technology companies, and 48% expect the threat to come from content companies.
  • Twenty-nine percent of services firms indicated an interest in developing or acquiring content development or ownership in 2011, while 40% of content firms expressed a desire to develop or acquire marketing services capabilities.
  • A majority of respondents in the services sector see new entrants in their market from the marketing technology sector, and almost half from the content and media industry.
  • The rising need for digital media channels and convergence of marketing, media and technology will continue to evolve business models, and only 38% of respondents from the content sector believe online content companies have developed a sustainable business model.

Says Seth Alpert, managing director at AdMedia Partners: "The perception of increased convergence and the lines between marketing, media and technology become more muddled. Nearly half of the marketing services firms think content companies will compete against them, and others think the technology guys are coming after the services guys."

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=5441

Are Media Planning Metrics Set for Seismic Change?

Adland afficionados of media measurement jargon are in for a field day if Matterhorn, a new media metrics product, eventually become the adopted norm in media-planning circles. However, us ordinary mortals who cant' tell our R&F (reach and frequency) from our GRP (gross rating point), CPI (cost per impression) or CPM (cost per 1000) might just understand the latest trend in media acronyms - ROI. And while those vital initials have always been a key (if vague) element in media planning, a new product just launched by US workflow systems specialist Telmar, promises to make it a very specific term in future.

[Estimated timeframe:Q1 2011 onward]

Matterhorn incorporates data analyzing the effectiveness of billions of dollars of marketing campaigns to understand the impact specific media - and changes in media plans - have on marketing goals.

Although those goals oftern are short-term sales results, the new Telmar system is designed to factor other important results as well, including brand awareness, differentiation and persuasion over the life of a media plan.

This has been the Holy Grail of media planning for years," says Telmar ceo Stan Federman, during an exclusive preview of the system for Media Daily News.

The Grail to which he refers is the elusive goal of linking media exposure to marketing results, and the multitude of attempts made on Madison Avenue - including expensive "single-source" measurement systems, and proprietary marketer and agency systems.

While many of those efforts continue, including a new collaboration between The Nielsen Company and Calatina Marketing, Federman claims that Telmar's system is designed to make the process easy for planners to use on-the-fly with criteria that are relevant for specific consumer marketing categories.

The data, which is based on years of statistical analysis by Marketing Evolution, a leader in the field of marketing mix modeling, will initially enable markets and agencies to compare upward of 147 ROI variables for fifteen discrete marketing categories, including automotive, financial services, entertainment and consumer packaged goods.

Federman said Telmar is offering those categories to one agency each for the first six months of the service, and then will open it to the general marketplace.

"Reach and frequency is great. CPM is great, but what's it really going to do in terms of moving my client's goods," Federman said. Now planners have the ability to take the time-consumer marketing ROI analysis and build it into their plans."


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=5431

UK Government to Review Copyright Laws, Says Prime Minister

Britain's intellectual property laws are to be reviewed to "make them fit for the internet age," prime minister David Cameron (left) has announced. He said the law could be relaxed to allow greater use of copyright material without the owner's permission. His announcement was welcomed by internet campaigners who contend it will boost small businesses.


[Estimated timeframe: Q4 2010- onward]

However, any changes are likely to be strongly resisted by the music and film industries who have campaigned against copyright reform.

Speaking at an event in the East End of London, at which he announced a series of investments by IT giants including Facebook and Google, the prime minister said:  "The service [such companies] provide depends on taking a snapshot of all the content on the internet at any one time and they feel our copyright system is not as friendly to this sort of innovation as it is in the United States.

"Over there, they have what are called 'fair-use' provisions, which some people believe gives companies more breathing space to create new products and services.

"So I can announce today that we are reviewing our IP laws, to see if we can make them fit for the internet age. I want to encourage the sort of creative innovation that exists in America."

Commented Jim Killock of the UK Open Rights group: "It is long overdue - some of our copyright laws are frankly preposterous.”


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

Source: http://www.bbc.co.uk/news/uk-politics-11695416
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5369

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