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

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Pepsi and InBev Meld Media-Buying Muscle

In a ground-breaking deal likely to spark a pandemic of nervous tics among media-owners, global booze behemoth Anheuser-Busch InBev and PepsiCo are to pool their immense media-buying muscle - more than $1.15 billion in US measured media in 2009 - to thumbscrew savings out of media owners.

[Estimated timeframe:2010-onward]

The media-buying partnership springs from the loins of the "joint-purchasing agreement" signed by the power duo last October - a deal ostensibly designed to save the partners money on items such as travel, computers and office supplies.

Indeed, a PepsiCo spokeswoman insisted when the deal was first announced  that "the consortium is not related to media costs or marketing."

Less than six months later, A-B and PepsiCo are looking beyond cut-price toilet tissue and stationery to the lip-smackin'  landscape of network, satellite and cableTV, print and outdoor media buying.

These are hunting grounds where - according to figures from Kantar Media - the duo's combined spend in 2009 hit $490 million on network TV, $182 million on cable, $194 million in magazines and another $70 million on out-of-home.

The happy couple are are said to have already made joint approaches to media-owners such as NBC Universal, Turner and Condé Nast.

And let no-one think the buying-alliance will be quarantined within US borders. The rest of the planet can expect an imminent media price-squeeze. And a cornucopia of corporate copycats!

Coos PepsiCo's silver-tongued spokeswoman: "This follows on the relationship we started last October to purchase goods in the US. It's a way to allow both companies to purchase media more effectively and efficiently and reinvest savings in our businesses."


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: https://marketingtrendtracker.com/article.aspx?id=5118

Smartphones Herald New Way of Shopping 24/7

Thanks to new ScanLife technology, fashionistas prowling Manhattan's West 57th Street after store closing hours can use their smartphones to buy any snazzy little number on window display in Norma Kamli's trendy/pricey boutique. They simply point their scan-enabled phone at the garment they desire and - presto - the deal is done and the object of desire shipped to the user's address.

[Estimated timeframe:2010 - 2012]

The Kamali boutique is at the forefront of a technological transformation coming to many of the nation’s retailers. They are determined to strengthen the link between their physical stores and the web, and to use technology to make shopping easier for consumers and more lucrative for themselves.

The route to people's pockets is by transforming their mobile phones into information displays and ordering devices.

It remains to be seen how readily shoppers will embrace such aggressive merchandising, which will generally require them to download free applications onto their phones and consent to being tracked electronically while in a store. But many stores are betting they will go along. After all, people already wander city streets guided by maps on their mobile phones. Why shouldn’t the same technology lead them to the toilet paper in Aisle 3?

The Sam’s Club division of Wal-Mart, Crate & Barrel and Disney stores are among the retailers that confirmed they were testing various mobile technology or planned to do so soon. According to the technology companies concerned, retailers are sniffing around, with some planning limited introductions this year and wider deployments in 2011 or 2012.

Appropriately enough for a revered designer, Ms Kamali is in the vanguard. A technology called ScanLife was installed at her boutique in recent weeks, and it already allows people to scan bar codes on merchandise and obtain details about the clothes through videos. The part about buying items day or night will follow within another week or two.

“To say that I’m excited is putting it mildly,” Ms Kamali said. “I’ve been in this business since the ’60s and I have to just tell you, nothing — nothing at all — has been as powerful a change in the psyche of the way we do everything as this technology.”

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: https://marketingtrendtracker.com/article.aspx?id=5074

New York Times Goes Digital Out-of-Home

In a significant trend-setting step NYTimes.com Today - a new joint venture between The New York Times Company and RMG Networks - will be delivered to RMG display screens in 800 cafes and eateries in New York, Los Angeles, Chicago, Boston, and San Francisco markets. Altogether, the NYT content will reach six million people every month, including a high proportion of professionals. Content will include news headlines, photos, and a selection of videos. And - of course - ads!

[Estimated timeframe:March 1 2010-onward]

The new digital place-based media channel, NYTimes.com Today, will deliver a combination of text and video content and advertising, including options for mobile interactivity, to hundreds of RMG's IP-based network of digital displays in top markets around the country.

Viewers who are interested in seeing more detail can follow on-screen pointers directing them to NYTimes.com Today's dedicated mobile site www.nyt2day.com, where they can read the full text of articles. RMG CEO Garry McGuire said about 45% of the editorial content is online video from NYT.

On the advertising front, McGuire touted the flexibility of the digital network, which can deliver both video advertising and Internet-style rectangular display ads, making it relatively easy for advertisers to repurpose Internet and TV ads for the DO medium.

RMG also offers highly targeted advertising tailored to specific locations, offering special coupons and promotions -- for example, a recent campaign for Walgreen's advertising flu shots, with directions to nearby stores. All these ad options can also incorporate mobile interactivity.

RMG will continue to handle ad sales for the network, and is already handling placements for a number of major NYT advertisers, including GM and Sprint. The NYT will also benefit by using the network as a marketing channel, as the venues reached by RMG sell copies of the newspaper's print edition.

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: https://marketingtrendtracker.com/article.aspx?id=5067

US Local Ads Will Decline Until 2012 - Then Surge

US researcher BIA/Kelsey predicts in its Local Media Annual Forecast (2009-2014), that America's local advertising market will reach $144.9 billion in 2014, representing a modest compound annual growth rate of 2.2 percent from 2009. Among the factors taken into account in its forecast are ...

[Estimated timeframe:2010-2014]

In the wake of a significant contraction in 2009, local media spending is expected to be slow through 2011, with meaningful recovery beginning in 2012.

According to BIA/Kelsey president Neal Polachek: “Even with improvements in the overall economy, we do not anticipate a rapid recovery among traditional media over the forecast period, because we believe the structural change in the local media industry has accelerated.”

Traditional media is forecast to decline from $115 billion in 2009 to $108.2bn in 2014 (CAGR* of minus 1.2 percent). During the same period, spending on online/interactive media is projected to grow from $15.2bn to $36.7bn (CAGR of 19.3%). *Compound annual growth rate.

Meantime, a steady shift toward digital media continues. Spending on traditional media will decline from $115bn in 2009 to $108.2bn in 2014 (CAGR minus 1.2%). During the same period, spending on online/interactive media is projected to grow from $15.2bn to $36.7bn (CAGR of 19.3%).

Key drivers of the current forecast are:

  • Larger than previously forecast declines in newspapers and direct mail.
  • Slowing growth of the interactive/online sector, including search, display and classifieds.
  • A further ramp-up in political advertising, due to the recent US Supreme Court decision, which will benefit the traditional television and radio sectors, as well as the interactive and direct mail sectors.

The report also reveals that more than half (55%) of all US ad spending is ‘local’ - albeit  by medium-size and national businesses in many cases.


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

Source: BIA/Kelsey
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5056

Digital Out-of-Home Signage Will Track Consumers' Gender, Age

George Orwell's Big Brother would have loved it. Advertisers certainly will! Japanese firm NEC Electronics has evolved  technology that enables digital signs to track the age, gender and number of pedestrians that pass by on foot. Says Takeshi Yamamoto, vice president of NEC's US software group: "We think this is a very clear value. For sponsors, they'll know which ads to display at what times and place." But it's unlikely privacy groups will show similar enthusiasm.

Those who believe their age and gender should not be the exploitable data property of commercial organizations, will not be happy with NEC's latest development - a fact noted by Frost & Sullivan analyst Aravindh Vanchesan who believes some retailers and advertisers may be unwilling to exploit such data in the face of privacy concerns.

"Some may not buy into that concept in the first place," he opines.

NEC's flat-panel monitors display ads in stores, airports and other heavily trafficked public areas. The company also vends  the software that manages and distributes ad content to those screens. In its latest enhancement, NEC embeds a camera into the monitor, enabling it to constantly film people walking by.

According to Yamamoto, NEC is the only company currently developing the technology that capures demographic data, via a camera built into system. This films film passers-by on an ongoing basis and integrates the capured images with the digital displays.
NEC then applies a program that automatically scans each person's face, calculating their approximate age and gender. Age calculation is fuzzy, and accurate only within a ten year range.

The program uses a database of thousands of faces to determine the age of passers-by, examining the distinguishing points of each face, from the shape of the ears and eyes to hair color. The database expands as more people walk past the camera, allowing the program to improve its judgment calls over time.

According to Yamamoto, the technology originated in Japan, where it was easier to implement because Japanese physical and facial traits are more uniform. He conceded that the US market would be more difficult because of the ethnically diverse population.

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: https://marketingtrendtracker.com/article.aspx?id=5026

Microsoft, Intel Collaborate on Responsive Retail Digital Signage

Microsoft and chip colossus Intel have joined forces in a formidable techno-alliance that could rapidly come to dominate the fast-growing retail (and out-of-home) digital ad signage sector. Although there's nothing new about retail digital signage, the duo claim to have developed a 'digidroid' - an ad display that examines, analyses and reacts to those who look at it.

IntelThe twosome, who each dominate their respective markets, have developed an advanced retail sign with touch-screen panels that enable shoppers to access coupons or promotions. It will also display product images.

The slightly sinister gizmo is equipped with video cameras and specialized software that recognize the age, gender and height of people facing them; they'll also record which products and images attract the most attention. The data-gathering droids report to retailers which marketing messages are the most effective, enabling mall and high-street retailers to evolve marketing approaches that better those of their data-rich online competitors.

Exploiting traditional retailers' paranoia at the market incursions made by online rivals, Joe Jensen, general manager of Intel's embedded computing division, rachets-up his sales pitch: "Every year retailers lose more ground to online [outlets], and they have to do something about that."

The pitch continues: "Embedded computing adds intelligence to products that aren't computers, including retail point-of-sale systems, office equipment, car entertainment systems and factory gear."

It just so happens that Intel and Microsoft both have sizeable embedded businesses.

According to independent observer Nikki Baird, managing partner of analyst firm Retail Systems Research:"Signs are a logical target, since the medium is believed to be growing at a time while most other forms of advertising are in decline. The concept gained momentum among retailers about six years ago - starting with banks of TV screens set up to display simple marketing messages."

Since when, continues Baird: "Companies such as Wal-Mart Stores started putting advertising displays or kiosks in other parts of stores. More recently, software companies and retailers have exploited the spread of smartphones, developing applications that allow cameras to photograph barcodes of products so viewers can check prices online at other outlets".


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: https://marketingtrendtracker.com/article.aspx?id=4977

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