304 Marketing Trends found for Media / Television


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Streaming Media Devices Change TV Viewing Habits

Trend Summary: Approximately one third of all American adults now have one or more streaming media devices in their homes - tomorrow the world?


According to Sherrill Mane, senior vice president of research, analytics and measurement at the US Interactive Advertising Bureau [IAB]: “We can now start looking at where the future is going to be. It’s pretty clear that we’ve reached a ...

[Estimated timeframe:Q1 2015 onward]

... critical mass of what television (a smart TV or other online device)  is going to be.”

The latest survey conducted by the IAB, indicates that the future is likely to be streamed content, with nearly two-fifths (38%) of the consumers polled spending at least half their leisure time watching content streamed from the internet.

Why? Because there are fewer commercials (cited by about 50% of connected TV owners); also the commercials are less intrusive (40%) and the content is just as good as (51%) or better than (25%) what's available via traditional TV.

Says the IAB's Ms Mane: “In many ways, we’re experiencing a new golden age of content. The whole experience of the living room is going to change. It’s creating more opportunities for marketers to be involved with consumers.”

However, although consumers may be watching more streamed content, they are also more distracted overall.

More than three-quarters (78%) say they’re simultaneously using another device while watching TV, mostly via their smartphone (69%). Nearly 80% of computer users and 65% of tablet owners also multiscreen while watching TV.

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=6572

TV Audiences In Worldwide Decline

Trend Summary: Traditional TV viewership for long-format content, such as films, sitcoms and drama series, has declined worldwide over the past year.


A new survey by management consulting and technology services company Accenture plc reports a 13% drop globally in TV viewership and an 11% decline in the USA. Even live TV viewing - especially sports programming - is experiencing a cutback in usage via the traditional TV screen, 10% globally and ...

[Estimated timeframe:Q1 2015 onward]

... 9% in the USA. 

The research was conducted online in October and November 2014, with 24,000 consumers in twenty-four nations.

Almost all age brackets saw declines worldwide. Audiences aged 55 and above fell by 6% for movie/TV shows on the big screen, while sports programming experienced a 1% drop.

Moreover, younger viewers aged between 14-17 reflect an even steeper decline, down 33% for movies/TV shows worldwide and 26% for sports TV content.

According to Accenture, 89% of consumers watch long-form video on connected devices.

But this isn’t entirely good news. More than half (51%) say watching online video is a poor experience due to fluctuating internet connections.

A further 42% complained of too much advertising and 33% about buffering of video (the time it takes for video to start playing).

Another 33% said there was a loss of sound or distortions during play.

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=6566

Generation Z-ers Spend Twenty-Two Hours Weekly on Online Video

Trend Summary: Viewing online content instead of TV has become increasingly common among young millennials, likewise their successors known as Gen Z-ers.


The third annual Acumen Report, commissioned by online video production house Defy Media, found that its survey sample of Gen Z viewers (the successors to the millennial generation) averaged a staggering total of twenty-two hours of digital video content weekly, comprising ...

[Estimated timeframe:Q1 2015 onward]

... 11.3 hours of free online video (via YouTube and similar websites) plus 10.8 hours of subscription video sites such as Netflix.

By comparison, the same survey group - 350 people between the ages of 13 and 24 - viewed an average 8.3 hours of scheduled linear TV content, according to the report.

Moreover, 6.4 hours of that timespan were spent online, while almost all of the survey sample said they watch digital content, whereas just over 50% reported watching TV.

Comments Andy Tu, evp of marketing at Defy Media, an online video production house that commissioned the study: "Whether you're a marketer or a content creator, the results magnify the growing influence of these millennial consumers and further affirm that traditional media is falling short with this audience."

The report also includes in-depth interviews with eighteen pairs of friends, conducted by Hunter Qualitative Research and child psychologists at KnoWhy Research, to further understand this age groups' behaviors.

Sixty-two percent of all respondents said they prefer to consume video content digitally. Overall, more young people said they like and relate to content on digital platforms more than on TV, while nearly 70% said they relax by watching digital content, as opposed to 47% who rely on TV.

The researchers used online surveys, analysis of social media behavior and in-person conversations.

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=6553

Google Invades Nielsen Territory With Fibre Optic TV Ratings

Trend Summary: Google has announced plans that could revolutionise TV ad buying via a new tracking system similar to that used to measure online ad views.


Google's new TV audience measurement system, currently under test in Kansas City, could eventually replace the traditional Nielsen gross ratings point, which relies on a panel of viewers. Although this bewhiskered methodology creates problems for TV networks without multi-million viewer bases, it still remains the ...

[Estimated timeframe:Q1 2015 onward]

... US industry standard for TV audience measurement.

However, Google's foray into Nielsen's hitherto unchallenged ratings fiefdom is a significant event that could extend across the USA to other nations with fibre optic internet services. 

TV measurement techniques have changed rapidly over the past few years, although the traditional gross ratings point (which relies on a panel of Nielsen viewers) is small enough to create problems for networks without a multi-million viewer base) still remains the industry standard.

Google's trump card is that relatively few households have Nielsen boxes, whereas every household with Google Fibre has a fibre box able to run an ad whenever appropriate and notifying the advertiser accordingly.

According to a Google statement: "Fibre TV ads will be digitally delivered in real time and can be matched based on [a variety of factors, ie geography], the type of program being shown (sports, news, etc) and/or viewing history."

Continues the Google statement: "Like digital ads, advertisers will only pay for ads that have been shown, and can limit the number of times an ad is shown to a given TV set. We're excited to see how this test progresses, and we're looking forward to hearing from local businesses and viewers along the way."

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=6545

Empirical Data Proves TV as Accountable as Digital

Trend Summary: Marketers are advised to abandon their decades-old practice of “reach optimisation” in favour of “results optimisation”. 


Empirical research, published earlier this week by a group of respected US industry experts, posits that marketers should adopt new methods of “results optimisation”, especially when factoring the most precious media in their mix. The research, which was presented during a special webinar hosted by the US Advertising Research Foundation, demonstrates that when brands ... 

[Estimated timeframe:Q1 2015 onward]

... measure the return on their TV advertising investments based on the incremental sales generated by those ads, they get better results.

One of the examples presented during a webinar, sponsored by New York based TV developer Simulmedia, showed that sales results for an ecommerce marketer participating in a campaign managed by Simulmedia, resulted in an ROI of $45.17 for every TV dollar spent.

Significantly, the result was not measured by modeling, fusion, single-source panels, or theoretical research, but an actual dollar-in/dollar-out analysis using the advertiser’s TV budget and proprietary sales data.

According to Simulmedia founder/ceo Dave Morgan - one of the pioneers of digital ad accountability - “linear TV advertising is now as accountable as digital.”  

Opines the source article's author, MediaPost's Joe Mandese: "Morgan should know ... and he’s built Simulmedia on that the same framework - that if you reorganise the way people use television to target consumers and measure the results empirically, you will make it more effective and more accountable.

Read the original unabridged MediaPost 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=6527

TV to Emulate Online With Targeted Ads

Trend Summary: Advertisers and TV networks are using new technologies to pinpoint specified audiences.


Until recently, Choice Hotels International, the holding company for the Comfort Inn and Sleep Inn hotel chains, regarded ABC’s Good Morning America as the prime TV programme for targeting likely travellers. This assumption, however, is no longer valid thanks to a seismic shift in ...

 

[Estimated timeframe: Q4 2014 onward]

... marketing thinking.

These days Choice Hotel's marketing minds have concluded that their guests also like reruns of Big Cat Diary on the Animal Planet channel, via which they can reach a similar audience for far fewer dollars.

In reaching that conclusion, the marketers are emulating digital advertising techniques by using new sets of data to pinpoint viewers with far greater accuracy than the traditional demographic categories of age and gender.

A new crop of tools from companies such as Simulmedia, Nielsen Holdings, Rentrak and TiVo is now available, enabling advertisers and agencies  to apply the lessons of “Big Data” to television.

As the rise of digital and mobile advertising increasingly diverts ad dollars from the big cable companies and TV broadcasters, networks and advertisers alike are crossing their fingers in the hope that the new technologies will be able to leverage huge databases with information on which products consumers buy and which obscure TV shows they watch.

Assuming they succeed, America's TV advertising landscape will become increasingly similar to its online rival. And, as with most things American, the trend will migrate across the Atlantic.

Read the original unabridged WSJ.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: WSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6456

Online Video Predicted to Merge With TV by 2017

Trend Summary: A new survey predicts that TV and online video buying groups will likely merge over the next three years.


According to a recent survey of advertising agency executives conducted by technology research company Forrester Research on behalf of US-headquartered Videology, UK-based online video buying groups are likely to merge with established TV companies over the next three years in order to facilitate...

[Estimated timeframe: Q4 2017 - Q4 2017]

...  the melding of programmatic advertising with linear TV.

However, the survey sample deemed programmatic advertising, together with linear TV, to be the "least important" related development over the coming three years - despite the fact that technology was seen as "important" or "very important" by 62% of survey respondents.

The ability to work directly with publishers to customise opportunities was considered most important (75%) for the future of video buying.

While 73% of respondents believe the ability to evaluate audiences based on buying behaviour - plus the facility to buy audiences across multiple screens, including linear TV (71%), were third in line of importance.

The ability to buy ads on specific programmes was also deemed important at 69%.

Read the original unabridged TheDrum.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: The Drum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6443

UK Adspend Growth HitsThree Year High While Mobile Sags

Trend Summary: Advertising across the UK media spectrum is growing at its fastest rate in three years, despite mobile's failure to meet growth forecasts.


According to the latest data jointly released by the UK Advertising Association and the World Advertising Research Center [WARC], increasing TV and online adspend in the UK has led to the fastest growth rate in three years - despite mobile spend failing to meet its projected target figures. Overall  ad spending, however, grew by...

[Estimated timeframe: Q4 2014 onward]

... 8.5% year-on-year during the second quarter of 2014.

This represents the fastest rate of growth since Q3 2010, reaching £4.5bn.

Internet adspend continued to rise hitting £1.7bn in Q2 2014, a year-on-year rise of 17.2%, thereby lifting the category's H1 tally to 15.6% growth.

Overall, the AA/WARC projections predict UK advertising expenditure growth in 2014 to hit 15.1%.

Mobile projections for 2014, however, are reduced from 75% to 56% as growth in the first half of the year failed to meet expectations.

According to WARC data director Suzy Young: "The 2015 forecast has been adjusted to allow for the better than expected growth this year - in July we were predicting 6% for 2014 and 6.7% for 2015. Now it's 6.4% and 6.5%.

Read the original unabridged The Drum.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: The Drum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6436

Smart TV Predicted to Rule World by 2020

Trend Summary: Internet-connected TV sets will continue to multiply across the world, as will standalone internet set-top-video devices.


According to London-based Digital TV Research, a specialist in the provision of business intelligence for the global television industry, smart TV ownership  is expected to double its global penetration to 30.4% by 2020, compared with 12.1% in 2014. 'Smart TV' (sometimes referred to as connected TV or hybrid TV)  is a television receiver with integrated internet and Web 2.0 capabilities. These devices exemplify the technological convergence between ...

[Estimated timeframe: Q3 2014- Q4 2020]

... computers, TV sets and set-top boxes.

In addition to the traditional functions of television sets and set-top boxes via traditional broadcasting media, these 'smart' devices also provide online interactive media, IPTV (Internet Protocol TV), OTTC (over-the-top content), as well as on-demand streaming media, and home networking access via computers and television sets and set-top boxes. However, OTTC should not be confused with IPTV, Internet TV or Web TV.

Complementing the traditional functions of TV sets and set-top boxes provided by traditional broadcasting media, the future will see smart devices that also provide online interactive media, IPTV and OTTC. They will also offer on-demand streaming media such as Hulu and Netflix in addition to home networking access.

Digital TV Research predicts that around 965 million standard TV sets will be in worldwide use by 2020 compared with 339 million by the end of this year — up from 103 million at the end of 2010.

China will continue to be the major manufacturer of smart TVs, selling 160 million units by 2020, while the USA will make 92 million smart TV devices and India 75 million.

South Korea is expected to have the highest penetration of smart TVs with 52.7% by 2020. The UK will follow at 50.6%; Japan 48.6%; and the USA 47.%.

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=6406

US Media Mammoth Rachets-Up Takeover Pressure for ITV

Trend Summary: Hostile takeovers of UK-owned TV companies by US media owners are threatening Britain's creative economy.


Today's Financial Times warns that the UK's renowned creative economy is under threat from hostile takeovers by US-based media corporations. According to David Abraham, ceo of the state-owned but commercially funded Channel 4, the British TV industry is at risk from becoming “a victim of its own success”, with the indigenous industry's raft of new US owners likely to replace investment in innovative homegrown shows with cheaper imported programmes. In particular, Mr Abraham cites ...

[Estimated timeframe: Q3 2014 onward]

... the attempted takeover of rival ITV by US cable group Liberty Global.

Liberty bought the ITV holding earlier this month from Rupert Murdoch’s British Sky Broadcasting Group for £481M [$815M], saying it didn’t plan a full takeover bid in the short term.

ITV’s shares have more than quadrupled in the past five years and the company has long been the subject of takeover speculation - especially since the sale of rival Channel 5, sold in May 2014 to American media titan Viacom Inc.

Delivering the MacTaggart Lecture at the annual Edinburgh TV Festival, Mr Abraham fired a salvo at US cable group Liberty Global, making a personal attack on Liberty’s controversial billionaire chairman John Malone, adding him to the list of media “bogeymen” and noting that he [Malone] “famously hates to pay tax”.

Liberty's hostile bid was likened by Mr Abraham to the recent unsuccessful attempt by US pharmaceutical company Pfizer to acquire British rival AstraZeneca, abandoned by the former after a tsunami of opposition from the latter's board and a raft of British politicians.

“In Britain we value some things beyond money alone,” Mr Abraham said.

Read the original unabridged Bloomberg.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: Bloomberg.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6397



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