126 Marketing Trends found for Media / Print


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World Adspend Growth to Hit 5.9% by 2015

Bottom Line: The global ad market will grow 3.5% this year, even without such major events as the 2012 Olympics and the US presidential election.


According to the latest quarterly forecast from Publicis Groupe's media arm ZenithOptimedia, the global advertising market is on course to stabilise this year despite the absence of spend-boosting global sporting and political events. The report, issued today, notes that its latest (September) growth forecast remains unchanged from June - the first time since the second quarter of 2012 that it has not  ...

[Estimated timeframe: Q4 2013 - 2015]

... downgraded its forecast.

Observes Steve King, ZenithOptimedia's ceo: "The stability of global adspend growth this year - a year without big events like the Olympics and US elections - shows that the [global] advertising recovery is on track, promising even stronger growth in 2014 and 2015."

A Zenith press release attributes the market's growth trend to increased usage of mobile phones for advertising, with mobile adspend likely to generate 37% of all advertising growth this year.

Mr King opined that the overall improvement in the advertising market underscores the stability Zenith now detects in the global advertising market.

"Expectations for this year have finally levelled after a long period of slow erosion by bad economic news," he said.

As the wider European economy recovers, Zenith expects growth worldwide to climb to 5.1% in 2014 and to 5.9% in 2015.

Read the original unabridged Reuters.com 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: Reuters.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6191

Carat Forecasts Global Ad Recovery in 2014

Bottom Line: Media communications agency Carat foresees continued global growth of 3% for 2013, accelerating to 4.5% in 2014.


Carat, the global media arm of Aegis, owned by Japanese advertising titan Dentsu, today published its updated forecast for global advertising expenditure in 2013 and 2014. The forecast is based on data received from fifty-seven markets around the world, prompting Carat to predict modest but ... 

[Estimated timeframe: Q4 2014 onward]

... positive momentum for global advertising expenditure in 2013 and 2014.

Carat predicts global advertising expenditure will grow by +3% in 2013, a slight decline from the +3.7% predicted in March 2013, and global advertising spend forecast for 2014 will grow by +4.5%, also down fractionally from the previous forecast of +5.0% in March 2013.

A full recovery to positive growth in all regions in 2014 is predicted.

After two consecutive years of market decline, Western Europe is predicted to experience a slow and gradual recovery even in markets registering double digit decline in 2013, such as Greece and Portugal.

Commenting on the Carat forecasts, Jerry Buhlmann CEO of Aegis Media and Dentsu Aegis Network, said:

"Carat's latest adspend forecasts highlight the positive momentum and global growth for 2013, a year which has proven extremely challenging for some markets to maintain their 2012 ad spend levels, in light of the poor recovery of the global economy.

"In parallel to this, the new trend of a three-speed world is reinforced, with the rates of growth in the faster growing markets remaining ahead of steadily recovering markets, such as the US, followed by the struggling Eurozone markets.

"Looking ahead, Carat's forecasts do however predict that we are at a significant point of change with all regions expected to see a steady recovery in 2014, even those currently experiencing deep declines for 2013.


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

Source: AegisMedia.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6181

NewsCorp Sets Trend for Global Ad Exchanges

Bottom Line: NewsCorp today announced plans for a global program-driven ad exchange enabling advertisers to buy across its 50+ online and mobile media assets. 


Among the mainstream media serviced by the NewsCorp ad exchange are WSJ.com, Times.co.uk and NYPost.com. NewsCorp, however, is not the first media mammoth to jump aboard the automated ad-trading carousel - and it certainly won't be the last! What makes Rupert Murdoch's latest venture noteworthy, however, is ...

[Estimated timeframe: Q3 2013 onward]

... its sheer size.

And the likelihood that the move will spark a worldwide trend.

NewsCorp - the publishing arm formed earlier this summer when Murdoch’s media mammoth separated its news and entertainment businesses - is one of a handful of premium content publishers with extensive global reach.

In an archetypal Murdochian move, NewsCorp is now challenged to prove its worth as a standalone newspaper product.

According to Eric Bader, chief marketing officer at rival digital ad buying platform RadiumOne, NewsCorp's move is a smart one.

"It's a cost saver," Bader opines. "It improves volume because there's much better access and opportunity for NewsCorp to sell complex deals that go across titles."

Mr. Bader warns, however, that as with all programmatic buying, "the risk for publishers is that they'll cede profit margin in doing scale-driven ad deals, while advertisers have to make sure they don't buy overlapping audiences."

Read the original unabridged AdWeek.com 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: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6165

Native Ads May BeTrad Agencies' Future Nemesis

Bottom Line: Many of the globe's major brands are adopting the trend towards 'native advertising' [aka advertorial].


AdWeek.com, today reports that big brands are becoming increasingly enamoured with 'native advertising', eg ads that simulate and echo actual editorial content. Unsurprisingly, the majority of media owners are are only too happy to oblige. Their problem, however, is how to do so without selling out? In many cases, though, publishers' moral qualms will cede to their need to ...

[Estimated timeframe: Q3 2013 onward]

... build flagging revenues.

Publications such as Onion, the Huffington Post and Condé Nast's Wired have already ceded to the inevitable and allowed brands to produce sponsored content tailored to their audiences and environment.

Says Wired vp and publisher Howard Mittman: “Clients want to be able to tell a story that resonates deeply inside our community.”

“We tried to find writers we thought had institutional knowledge of what Wired was about, but could help tell brand stories.”

Adds Mr Mittman: "In screening potential contributors, Wired sought people with a strong social media footprint so that if the client so required, the contributor could share the content across their social network for added exposure".

The  trend to native advertising is gradually chipping away at the traditional creative agency's role, as publishers assume a more significant role in the creative process.

Despite all the capabilities offered by Conde Nast's native advertising unit Amplifi, Mittman insists that he’s not trying to usurp the creative agency. 

Here's Wikipedia's definition of native advertising ...

"In printed publications, the advertisement is usually written in the form of an objective article and designed to look like a legitimate and independent news story. In television, the advertisement is similar to a short infomercial presentation of products or services. These can either be in the form of a television commercial or as a segment on a talk show or variety show. In radio, these can take the form of a radio commercial or a discussion between the announcer and representative.

Read the original unabridged AdWeek 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: Adweek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6153

Agency Giant to Switch to Automated Media Buying

Bottom Line: Agency holding company Interpublic is to automate 50% of its media buying over the next three years, thereby changing the face of the global media buying landscape. Rivals are likely to follow suit.


Automated media buying, aka Programmatic buying, is the future of all media according to Bonin Bough, vp of media and consumer engagement at FMCG titan Mondelez. Speaking at the recent Cannes Lions International Festival, Bough predicted that the whole world will become “digital exchange based” and that brands must ensure they have ...

[Estimated timeframe: Q3 2013 - 2016]

... smart data strategies in place to reap the benefits."

Predicted Mr Bough: “TV is probably going to be traded on digital exchanges sooner and more rapidly than digital itself was – everything will be programmatic buying."

Interpublic is the first of the big four agency holding companies [Publicis/Omnicom, WPP, Interpublic and Havas] to introduce a wholly automated media buying programme, although the others undoubtedly have similar plans. 

According to Todd Gordon, evp at Interpublic's media arm Magna Global: "Programmatic buying will be a subset of the automation movement." Mr Gordon added that  there is a need to bring the tactic to buying national and local, radio, display and most media.

“The demands of the data require a technological platform to secure the inventory,” he said at an industry event earlier this week. Gordon also addressed the need for improved cross-platform metrics, saying: “We’d like them to be stronger and more robust.”

Read the original unabridged MediaPost.com 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: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6149

Newspapers, Posters, Magazines Set to Go Audio

Bottom Line: The future of print media (initially posters) is set to go interactive, with newspapers and magazines ready to follow. 


Cambridge UK based Novalia has developed a paper poster displaying a visual drum-kit that can be played by the user's  fingertips. The interactive paper works like a touchsceen and produces seven different drum sounds, including cymbals. Other sounds (including, presumably the human voice) are also possible. This innovative technology will almost certainly ...

[Estimated timeframe: Q3 2013 onward]

... become a 'must-have' tool for advertising and marketing purposes.

The poster itself acts as an audo speaker and there's also a Bluetooth version that plays via iPads and iPhones.

Speaking to the Cambridge Evening News, Novalia ceo Kate Stone said: "Needless to say,[Novalia] has a more enlightened vision for the technology."

"Packaging, greetings card manufacturers, point-of-sale, bus-shelter advertising, books, newspapers. Yes, you can touch a story in a newspaper and if you've got your smartphone with our app anywhere on your person it can automatically pick up the recording of an actual press conference."

As to the plethora of potential uses for the technology, Ms Stone says: “We have decided that for the next few months we are going to be a poster company. But there are so many other applications for the technology.”

It seems a virtual certainty that printed electronics will lead to an economic boom for the western world's currently reeling newspaper and magazine sectors. 

Read the original unabridged AdWeek 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: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6146

Which Half of Your Advertising is Wasted? This Half ...

Bottom Line: After more than a century of failed efforts, accurate measurement of ad effectiveness is finally possible.


One of adland's most quoted aphorisms ("Half the money I spend on advertising is wasted; the trouble is I don't know which half") has this week been laid to rest by modern technology. After more than a century, the quote - respectively attributed to Unilever founder William Lever and/or US department store tycoon John Wanamaker - has been laid to rest by digital technology which enables ...

[Estimated timeframe: Q3 2013 onward ]

... ad measurement services such as Tivo Research & Analytics, Nielsen Catalina and Nielsen MBI to quantify the “the amount of your product that was consumed by people before they saw your ad and the amount consumed after they saw your ad."

According to CBS research guru David Poltrack such services "can document the return from advertising.” 

The impact of this development on TV advertising can’t be overestimated. “It’s is something advertisers have always wanted,” Poltrack says.

“Financial management has always put pressure on marketing departments to measure the value of investments in advertising, and now for the first time we can do that with precision.”

How? Measurement services collect data from millions of set-top boxes and compare viewing behavior with information about what those same households actually buy, gathered via shopper cards. The method — single-source measurement — gauges TV viewing and product consumption of the same household.

“This allows us to go back to an advertiser and say, ‘you sold X hundred thousand more tubes of toothpaste to people who saw your ads than to people who didn’t,’” says Poltrack. “It answers the Wanamaker question.”

More than that, Poltrack adds, it allows advertisers to zero in at the program level and see which TV shows are working for their products, and even which creative is best, and make adjustments to increase its effectiveness.

Consumers agree to share their information when they get their shopper cards but, says Poltrack, privacy remains protected through “double blind matching,” which maintains two databases — viewing and shopping — that are merged only after identifying data is stripped away.

Read the original unabridged Variety.com 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: Variety.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6113

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



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