304 Marketing Trends found for Media / Television


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Personalised Ads Herald New Era in TV Advertising

Trend Summary: Heralding a new era in TV advertising, Coca-Cola UK has teamed with Britain's Channel 4 to broadcast digital TV ads personalised to individual viewers.


Presaging a new era in TV advertising, Coca-Cola's unique venture extends its Share a Coke campaign via a ground-breaking deal with the state-owned (but commercially funded) Channel 4. Viewers watching 4oD (4 on Demand) content will see a ten-second bespoke spot in which the Channel 4 logo morphs into a bottle of Coke personalised with the names of individual viewers and the ...

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... strapline ‘Share a Coke’, followed by a thirty-second commercial which targets the channel’s 16-34 demographic.

Earlier this year the broadcaster claimed that its database of registered viewers had reached over ten million people, among them fifty percent of all UK 16-24 year olds.

Says Bobby Brittain, marketing strategy and activation director at Coca-Cola Great Britain: “This marks an exciting development for the 'Share a Coke' campaign, as we harness technology to make it more personalised than ever before.”

Claims Mr Brittain: “A huge number of consumers are already going out to find Coca-Cola bottles with their name on, but engaging with the campaign online and through social media. These new innovations will help us reach an even wider audience with timely, relevant advertising.”

Read the original unabridged TheDrum.com article.

[Estimated timeframe: Q3 2014 onward]

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

Source: TheDrum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6368

TV Retains News Crown as Online Eclipses Newspapers

Trend Summary: Consuming news on websites or smartphone apps is now as popular with Britons as reading newspapers.


According to a report published today by UK media overseer Ofcom, TV remains the most popular way to consume news, although accessing news via the web and mobile apps is now as popular as reading a newspaper. Forty-one percent of the Ofcom survey sample, say they now access news on websites and apps, a significant increase ...

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... on the 32% recorded in 2013.

At the same time, consumers' use of websites or apps has overtaken radio (36%) to catch-up on the news - as the chart below demonstrates.

Younger people (16-24) are driving the surge in consuming news on the internet or apps, with 60% doing so in 2014, up from 44% last year. Some 45% of 16-24s said that websites or apps were their most important sources for news, up by a half over the year (30% in 2013).

TV remains the most popular way to consume news with 75% tuning-in during 2014, compared to 78% in 2013.

There has also been a fall in people saying that a TV channel is their most important source for news (from 62% in 2013 to 54% in 2014).

The amount of news watched on TV also varies with age. The over 55s watch an average of 196 hours of TV news each year. This compares to 27 hours for 16-24 year olds, who watch 88 fewer hours of TV news than the average UK adult (115 hours a year).

Those aged over 55 are nearly twice as likely to name a TV channel as their most important source of news, compared to the 16-to-24s (65% compared to 36%).

More younger adults also don’t watch any news on TV (44% versus 25% across all adults).

Read the original unabridged Ofcom article.

[Estimated timeframe: Q2 2014 onward]

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

Source: Ofcom.org
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6352

Google Eyes Future Growth Via Autos and TV

Trend Summary: Google plans future software expansion beyond desktops, laptops, tablets and smartphones.


Although Google's only serious rival - Apple - is focused on new software for phones and tablets, the former's future activities will embrace a far broader spectrum of TVs, cars, watches and thermostats, all of which host one or another versions of Google's software. Or so the latter's ceo Larry Page promises attendees at this week's ...

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... developers conference in San Francisco.

Delegates are expected to get their first chance to try-out Android Wear, Google's new software for wearable devices introduced earlier this year.

On many developers' wish lists are such gizmos as the rumored Google set-top box using Android TV software. They also hope to see how this will present them with an opportunity to get their apps and games on the living-room screen. 

The promise of "seamless" game play between a smartphone and a television is compelling, says Matt Small, co-founder of mobile-game company Vector Unit.

Mr Small beleives this could help companies like his find greater distribution for their games.

Typifying developers' hopes is Omar Siddiqui, chief executive of mobile game company Kiwi. Says he: "They need to bring monetisation up to par with rivals," presumably referring to Apple.

He also believes that Google should make it easier for consumers to make impulse purchases through its online store.

Google still struggles to generate as much revenue from each user of its mobile devices as Apple, which has been collecting credit-card numbers since the early days of the iPod.

Read the original unabridged WSJ.com article.

[Estimated timeframe: Q2 2014 onward]

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=6349

New Trends in Global TV Market

Trend Summary: A new report on the global media and entertainment industry identifies six trends expected to drive the future of television.


According to a new report released yesterday by London-headquartered professional services firm Ernst & Young, the future of the global media and entertainment industry - TV in particular - will be dominated by six trends. With increasingly saturated market conditions and intensified competition, growth in TV revenues has started to shift from new customer acquisition to generating value from existing customers." Among the future trends in the TV market is ...

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... the evolution of storytelling in order to make better use of an omni-platform environment.

In particular, ubiquitous screens will demand greater content mobility and, in particular, innovation in program discovery.

Other key factors include TV controls that drive new techniques to cut through programme clutter.

The report also predicts that future trends will include evolution in storytelling to make better use of an omni-platform environment. Other glimpses into the crystall ball include:

  • Ubiquitous screens demanding greater content mobility.
     
  • Innovation in programme discovery and television controls driving new techniques to cut through the clutter.

Summarises Howard Bass, leader of Ernst & Young's Global Media & Entertainment Advisory Services:  "Today, we are entering a unique era: portability, diversity and wireless technology enabling consumers to gain more control than ever before. [These trends] have fundamental implications on supply chains in media and entertainment industry".

Read the original unabridged ChinaDaily.com article.

[Estimated timeframe: Q2 2014 onward]

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

Source: Chinadaily.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6328

Online Video Erodes TV Adspend

Trend Summary: YouTube and other online video brands in the USA are starting to erode TV's hold on advertisers - a trend likely to extend beyond US shores.


Over the past twelve months several major US advertisers, among them MasterCard, Mondelez International and Verizon Wireless have moved portions of their ad budgets away from TV to online outlets. Marketers and agency executive have become increasingly conscious that viewers are watching online video with greater frequency. Moreover, with the recent unveiling by major advertisers advertisers of plans to ramp up their online video programming, ad agencies and media buyers predict that ...

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... even more transmedia shifts are likely.

According to comScore, nearly 88 million people watched online video on a daily basis in March, up 14% on the year-ago period.

But while the time spent by viewers on watching traditional TV continues to grow, Nielsen reports that many of the major cable and broadcast networks have seen sharp ratings declines over the past couple of years.

According to eMarketer, at stake is the giant pot of money spent by advertisers. Television accounted for ad expenditure of $66.35bn last year, equating to 38.8% of all US ad spending.

While marketers have been putting money into online video ads for years, few have admitted to funding this by eroding their TV ad budgets. The shift mainly came from companies' print and display ad budgets.

However, marketers are increasingly more comfortable with moving TV dollars to online video, say ad buyers.

Moreover, video content and audience measurement has greatly improved over the past few years - twin influences that have brought online video into marketers' comfort zone.

Read the original unabridged WSJ.com article.

[Estimated timeframe:Q2 2014 onward]

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=6327

Live TV Still Rules Roost Despite Internet Incursion

Trend Summary: Most TV viewers worldwide watch “live” programming, although other modes of viewing like streaming or downloading from a computer are gaining ground.


According to the latest survey by research giant Ipsos, a majority (86%) of global respondents who watch TV report that they primarily watch “live” TV programming. However, other modes of watching are gaining popularity ie, streaming or downloading from a computer (27%), streaming from the internet to TV (16%) and using a DVR or other recording device attached to a TV (16%). Some 11% of respondents watch via mobile phones. This new data was garnered by...

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... the world’s third largest market and opinion research firm, Ipsos OTX, which polled 15,551 adults in twenty nations.

The poll reveals that traditional ‘live’ TV watching is significantly more popular among respondents aged 50-64 (91%) compared to those 35-49 (88%) and under 35 (81%).

Other modes of watching TV programming are more popular among younger respondents, specifically:

  • On computer and laptop – under 35 (35%), 35-49 (25%), 50-64 (17%)
  • Streaming from the internet – under 35 (20%), 35-49 (16%), 50-64 (11%)
  • On mobile device – under 35 (15%), 35-49 (10%), 50-64 (5%)
  • Using a DVR or other recording device attached to a TV is most popular with those aged 50-64 (18%) compared to 35-64 (16%) and under 35 (15%).

Those most likely to choose watching live TV programming are, by nationality, from:

  • France (93%)
  • Spain (93%)
  • Germany (92%)
  • Turkey (90%)
  • Argentina (89%)
  • Sweden (89%)
  • Australia (89%).

Rounding out the middle of the pack are viewers in Brazil (89%), Italy (89%), South Korea (87%), Great Britain (83%), Mexico (82%), Poland (82%), and India (82%). Those least likely to watch TV programming live are from: Japan (82%), Russia (81%), South Africa (81%), United States (81%), China (80%), and Canada (77%).

Read the original unabridged Ipsos-na.com article.

[Estimated timeframe: Q1 2014 onward]

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

Source: Ipsos-na.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6311

US Broadcast TV Loses Crown to Digital Advertising

Trend Summary: Digital advertising in the USA passed the $40 billion mark for the first time ever in 2013, a trend set to be reflected in other developed and developing nations.


Data published this week by the US Internet Advertising Bureau [IAB] indicates that the average growth rate via online and mobile media since 2004 has been 18%. More significantly yet, predicts the Bureau, 2014 will see digital ad revenues for the first time overtaking those of adland's 'gorilla in the room' - broadcast television. Unsurprisingly the digital surge is being led by ...

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... mobile media.

Search remains the largest overall category, at $18.4bn, while display ads notched $7.9bn, reports the IAB.

But the foregoing categories are growing much slower than mobile and digital video ads. Search is “only” growing at 8.6%, while mobile ad revenue soared 110% last year and digital video ad revenue has tripled over the past few years to $2.8bn.

However, the IAB stressses it’s important to note that - while web and mobile advertising revenues beat out broadcast TV for the first time - broadcast and cable ad revenues still dwarf the digital take.

Moreover, networks are aggressively expanding to new digital means of distribution.

Although the above data relates solely to the USA, the inexorable trend to digital has already impacted upon the European and other regional advertising industries.

Read the original unabridged VenureBeat.com article.

[Estimated timeframe: Q1 2014 onward]

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

Source: Venturebeat.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6307

US, China to Drive Global Adspend Growth

Trend Summary: The USA is predicted to be the main contributor to global adspend growth over the next three years, while Europe lags.


In its latest adspend forecast London-based media agency ZenithOptimedia predicts that the next three years will see the United States contributing $24.1 billion worldwide in new spending during that period. Predictably, China will be the second greatest contributor to growth, adding $16.4 billion in new ad investment through 2016. Other nations making a major contribution to growth will be ...

 

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... Indonesia ($6.7bn), Argentina ($6.5bn) and Brazil ($3.8bn).

Spending on TV will rise by about $31bn globally, despite the fact that people are increasingly heading online to watch video, visiting destinations like YouTube and Netflix.

The so-called “Fast Track Asia” nations - a group that includes China, India, Indonesia, Malaysia, Pakistan, Philippines, Taiwan, Thailand and Vietnam - grew 11% in 2013 and the region is expected to match - or better - that growth each year from 2014 through 2016, ZenithOptimedia predicts. 

Ireland and the southern European nations will continue to struggle.

Ad expenditures in Portugal, Ireland, Italy, Greece and Spain fell 8.5% last year, with a spending decline of 1.3% expected this year.

However, spending will gradually begin to pick up in 2015 and 2016 with growth in that period hovering in the 2% range.

Read the original unabridged MediaPost.com article.

[Estimated timeframe: Q1 2014 - Q4 2016]

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=6304

US TV Ratings in Measurement War

Trend Summary: The US TV industry is opposing attempts by media audience measurement giant A C Nielsen to introduce a new “hybrid” measurement format. Expect Europe to follow suit.   


The format would, among other things, integrate broadband-only households into Nielsen's local TV audience panels - a move strongly opposed by the majority of America's TV companies. Nielsen's plan, however, is enthusiastically supported by Mediabrands - the media planning and buying arm of multinational agency conglomerate Interpublic Group and a potent advocate of Nielsen's planned move. Mediabrands also ...

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... endorses the move in a new report on the role data is playing in reshaping media-buying, especially programmatic trading.

The Nielsen move coincides with the current disarray in America's local TV audience measurement marketplace.

According to the “local TV trading” section of the latest Media Economy Report from Mediabrands' Magna unit: “Local television inventory has long been traded on ratings, but fragmentation has reduced the average rating size, rendering them [ratings] unstable and unpredictable.”

Magna argues that the shift to “impressions-based trading” will:

  • Create additional supply by turning tiny, fickle percentages into hard numbers that can be aggregated.
     
  • Make local TV more comparable to other media.
     
  • Enable more precise targeting when combined with additional qualitative data.
     
  • Feed into new, more efficient buying processes for both broadcast and cable inventory.

Although Mediabrands has never talked publicly about its TV audience-buying tactics, it is known to be working with some of the biggest early developers of programmatic TV audience supply.

Concludes the Magna report: “Moving from ratings to impressions in local TV trading will not only create additional supply, but enable more automated transaction processes.”

Read the original unabridged MediaPost.com article.

[Estimated timeframe: Q1 2014 onward]

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=6264

Internet Display Adspend Soars - But Stll Lags TV

Bottom Line Trend: Ad monitoring giant Nielsen reveals that internet advertising remains a relatively small player, albeit the fastest-growing medium.


US global information and ad monitoring titan Nielsen Holdings NV, headquartered in New York and the Netherlands, today released its latest numbers on the state of the advertising market across old and new media platforms. Unsurprisingly internet advertising continues to be the fastest-growing medium, but it remains a small player compared with TV. Overall, however, global display advertising across the web, mobile internet and apps collectively grew ...

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... by 32.4% in 2013.

That's by far the biggest leap of any advertising medium - although it represents a meagre 4.5% share of worldwide advertising revenues. In contrast, TV grew a mere 4.3% but remains the gorilla in the room measured by overall adspend, accounting for nearly 58% of the total advertising market.

Says Randall Beard, Nielsen's global Head of Advertiser Solutions: “While it comes as no surprise that [the] internet is the most rapidly growing media type for advertisers, television is still the leading medium by spend by a long shot.”

“But the really exciting development is how the two can work together. We are consistently seeing advertisers turn to integrated campaigns to connect with consumers on multiple screens, reinforcing their messages strategically to maximize impact.

Read the original unabridged Nielsen.com article.

[Estimated timeframe: Q1 2014 onward]

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

Source: Nielsen.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6252



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