304 Marketing Trends found for Media / Television


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Mobile Devices to Oust TV Sets by 2022

Bottom Line Trend: New research indicates that more than half of US consumers expect mobile devices to replace TV sets by 2022.


A study released by Netherlands based media services company Irdetoto, timed to coincide with the annual tech-fest at the Consumer Electronics Show in Las Vegas, reveals that 53% of US consumers believe mobile devices (smartphones, tablets et al) will become the preferred way to watch TV and movies, replacing standard TV sets during the coming eight years. Moreover, there's even worse news for ...

[Estimated timeframe: Q1 2014 - 2022]

 ... the 31% of respondents who declared a preference for standard TV sets.

The latter consumer segment believes that the change will actually occur sooner than predicted - as early as the next one to five years.

Among the survey's other results: The majority of consumers (65%) still prefer to watch their favorite content live - either on their home TV set or streaming via a mobile device.

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=6237

WPP Moves Into 'Addressable' TV Ad Market

Bottom Line Trend: Underscoring the trend to addressable TV ads, WPP media arm GroupM has launched a planning/buying agency focussed solely on addressable TV and digital distribution.


The unit, branded Modi, will initially employ twenty staff led by GroupM's director of emerging communications Michael Bologna. Based in New York, the fledgling shop will specialise solely in digital distribution, addressable TV ads, hyper-local TV and interactive TV. According to Bologna, data-based buying "is no longer an afterthought", evangelising that "all of TV will operate eventually in this way." Modi's launch neatly dovetails with ...

[Estimated timeframe: Q1 2014]

... this week's Consumer Electronics Show in Las Vegas, where over-the-top platforms, advanced set-top boxes, 4K (a generic term for display devices or content having horizontal resolution on the order of 4,000 pixels) and smart TVs are likely to be the most hyped buzzwords.

Addressable TV enables marketers to target their ads at household level and send commercials only to set-top boxes of households that fit the specific characteristics desired by the advertiser - a nominated income level for example.

According to GroupM, 40% of US households can receive addressable ads. These can also be targeted on a hyper-local level, e.g specific zones or ZIP or postcodes - important to marketers who are highly concentrated on certain neighborhoods.

So does addressable TV sound the death knell for the buying and selling of TV ads?

Not so, according to Mr Bologna, who acknowledges that this won't become the way all TV ads are bought in future.

Read the original unabridged AdAge 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: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6235

Britons Set to Embrace Time-Shift TV

Bottom Line Trend: Although most Britons still prefer to watch “must-see TV” at the time of broadcast, PVRs are set to change this trend.


Insights recently released in Kantar Media’s futurePROOF study of Britons' ownership and usage of digital media reveal that most people still watch their preferred programmes at the time of broadcast. However, the signs are that this trend is about to change in favour of pre-recorded content viewed via personal video recorders [PVRs]. The study also reveals that slightly more than half the British adult population [53%] claim ...

[Estimated timeframe:Q4 2013 onward]

... ownership of a PVR such as Sky Plus, V Plus or YouView.  

Half of the study sample [49%] say they have watched television on-demand in the past month, using any of the available devices. However, there is a high level of cross-over between these groups, leaving 31% of British adults still in the analogue age without a PVR and not actively using on-demand TV.

51% of the latter group are aged 55-plus.

There is a hierarchy of viewing choices for TV series that people really want to watch, although live TV remains the preferred viewing option for most of the survey sample [51%].

This is followed by recording on PVR to watch later [34%], then viewing on-demand [10%]. 

But there are strong pointers to a not-too-distant future when time-shifting is the default behaviour for most viewers, most of the time; while live viewing is mainly reserved for event TV.

Read the original unabridged Kantar Media 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: Kantar Media
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6207

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

Twitter Set to Challenge Nielsen in Monitoring TV Buzz

Bottom Line: Microblogging service Twitter aims to monetise its role as a tool for monitoring TV viewers' engagement and opinions.


Twitter's trend-tracking hashtags are already common marketing currency on TV - but many US networks don't pay for Twitter's  benefits, exploiting the microblogging service's current role as a gratis marketing tool. But as networks turbocharge their marketing efforts to promote new autumn shows, Twitter aims to extract ...

[Estimated timeframe: Q4 2013 onward]

... more dollars from its ability to generate real-time online buzz about TV shows. 

Persuading companies to pay for Twitter publicity is a crucial challenge for the seven-year-old microblogging business as it tries to convert its online influence into a business model - especially when rival Facebook also aims to become a hub for realtime conversations about TV programmes.

Twitter has recently been courting TV networks and advertisers as it rolls-out a raft of sophisticated marketing products. New partnerships are likely to be forged this week, as Twitter executives meet with the media industry at New York's Advertising Week conference.

One of Twitter's latest key ad products, Amplify, enables the company to sell ads in cooperation with TV and other media companies.

Amplify allows networks to post short video replays on Twitter in near-realtime. The videos are sponsored by a brand, while the network and Twitter each take a percentage of the ad income.

Twitter, however, remains zip-lipped as to how the dollars are split between itself and the networks.


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=6187

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

IPTV Predicted to Reach 167 Million Homes by 2018

Bottom Line: A study conducted in ninety-seven nations predicts that between 2013-2018 homes subscribing to Internet Protocol Television [IPTV] will soar to 167 million.


According to Simon Murray, author of the Global IPTV Forecasts report: "IPTV penetration will exceed 10% of TV households by 2018, more than double the 2012 figure and up from only 1% in 2008. IPTV revenues [from subscriptions and on-demand] will grow to $21.3bn [UK £13.6] by 2018, up from $12.0 billion in 2012 and $2.8 billion in 2008.” Of the 98m subscribers gained between 2012 and 2018 ...

[Estimated timeframe: Q4 2013 - 2018]

... 71 million will be in the Asia Pacific region.

The region will also account for 73% of new subscribers, as well as 64% of all global pay IPTV subscribers.

The USA will remain the largest IPTV revenue earner, accounting for 30% of the 2018 total (down from a 40% share in 2008).

France will drop from second place in 2012 to fourth by 2018, while China will take second place with revenues nearly quadruple the 2012 figure.

Already the world leader, China will contribute 76 million (46%) of the 2018 total, up from 23 million (33%) in 2012 and only 1.1 million (8%) at end-2008.

India will contribute 4.7 million IPTV subscribers by 2018, up from only 153,000 at end-2012. Strong growth is also expected in Russia.

As a benchmark for the five year period, the report notes that by December 2012 half of the top ten IPTV countries (by subscribers) were in the Asia Pacific region.

Read the original unabridged DigitalTVResearch 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: DigitalTVResearch.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6174

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

Global TV Adspend Growth Set to Rise 6% in 2014

Bottom Line: The global advertising market will continue to grow at low single-digit increases through 2013, rising to a 6% growth rate in 2014.


Magna Global [MG], the media arm of US headquartered Interpublic Group, has released its latest global TV adspend forecast for the period 2013-2014, predicting a 6% growth rate for next year. This year, however, will register a slightly higher growth rate, hovering in the region of ...

[Estimated timeframe: Q2 2013 - Q4 2014]

... 6.1%, reaching $515 billion worldwide.

Magna’s latest advertising forecast for 2013 predicts a growth rate of 3% with spend totalling $486 billion - a slowdown from the 3.9% growth acheived a year ago.

However, the IPG media agency says that in 2014 the adspend market will achieve double this year's growth level, estimating a figure of 3.9%, up from an earlier 3.8% forecast.

Key growth regions will include Latin America - up 12.5% for 2013, and for Asia-Pacific countries [APAC], 5.9% higher - growing to 12.9% for Latin America and 7.4% for APAC regions next year.

The biggest market - the USA - will only inch up 0.7% in 2013 to hit $155 billion, but will grow 5.9% next year to reach $164 billion. This contrasts with Magna's earlier 2014 growth estimate of a 5.4% hike in 2014.

Western European markets will see advertising revenues decline by 1.6% in 2013, with central and eastern European nations growing by an average 7.6%.

However, Magna predicts that Western Europe - currently plagued by economic difficulties - will stabilize in 2014.

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=6117



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