1139 Marketing Trends found for Media / Web/social/email


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Brands Boost Native Adspend With 74% Annual Increase

Trend Summary: UK brands continue to embrace native advertising with a 74% annual increase in adspend this year.


A recent report published by New York headquartered MediaRadar reveals that "Native is growing with a 74% increase in the number of ... 

[Estimated timeframe:Q3 2017]

... placements in Q1 year over year."

The Consumer Advertising Report analyses adspending patterns from print, digital and email advertisers across native, video and mobile campaigns, suggesting that there is more buying of direct advertising, especially sponsored editorial, while programmatically, there is a ‘flight to quality.’ 

There is also a clear shift towards higher CPM advertising formats, with the greatest percentage increase occurring in native advertising which has tripled since January 2015.

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=7224

Ad Tech Embraces Blockchain For Data Security

Trend Summary: US advertising and publishing executives have met to discuss blockchain technology and if it can bring increased transparency and data security to the ad tech supply chain.


The first meeting of the AdLedger Consortium – whose members include IBM, MadHive, Integral Ad Science and TEGNA – was held in New York yesterday. According to IBM's iX Executive Partner of Global Marketing Babs Rangaiah: "We at IBM believe that blockchain will do for transactions what the internet did for ...

[Estimated timeframe:Q2 2017]

... communications.

Added Mr Rangaiah: "We are particularly interested in blockchain's potential to solve many of the issues facing programmatic buying today."

By design, blockchains are inherently resistant to modification of the data. Once recorded, the data in any given block cannot be altered retroactively without the alteration of all subsequent blocks and the collusion of the network. Functionally, a blockchain can serve as "an open, distributed ledger that can record transactions between two parties efficiently and in a verifiable and permanent way. The ledger itself can also be programmed to trigger transactions automatically."

A blockchain is typically managed by a peer-to-peer network collectively adhering to a protocol for validating new blocks. By design, blockchains are inherently resistant to modification of the data. Once recorded, the data in any given block cannot be altered retroactively without the alteration of all subsequent blocks and the collusion of the network

Read the original unabridged Warc.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: Warc.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7210

Facebook Ceo Zuckerberg Unveils New World Vision

Trend Summary: Facebook Ceo Zuckerberg takes another step forward defining a new vision for the social-media company.


Mr Zuckerberg says he wants Facebook to help people build more robust communities offline, bringing the world closer together as ...

[Estimated timeframe:Q2 2017]

... his company grapples with its growing power in the world.

According to Zuckerberg, Facebook’s focus over the next decade will be the creation of tools to build more community and bring the world closer together - a shift from the company's longtime motto “connect the world.”

“I used to think that if we just gave people a voice and helped them connect, that would make the world a lot better by itself,” Zuckerberg said earlier this week at an event in Chicago for circa 300 leaders of Facebook’s largest and frequently used groups on the platform.

Wiping back a tear the caring billionaire ($64.2bn in 2017 to date) confessed: “But our society is still divided. Now I believe we have a responsibility to do even more”.

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=7208

Marketing Mammoths Unite to Block Annoying Ads

Trend Summary:  Google's Chrome browser will soon come with preinstalled technology that will block the most annoying ads.


IT titan Google annouced yesterday [June 1] the launch of a tool dubbed The Ad Experience Report. The tool will basically score a publisher's site and inform them which of their ads are deemed to be ... 

[Estimated timeframe:Q2 2017]

... "annoying experiences."

Google's move, anticipated since word got out in April, will impact the entire advertising ecosystem because Larry and Sergey's Chrome is the world's most popular web browser for desktop and mobile users alike.

According to Sridhar Ramaswamy, senior VP of ads and commerce at Google: "We've all known for a while that the ad experience is a real problem, that has confused and angered users".

"We realised that solutions such as ad blockers punish everybody, including publishers who develop great content and are thoughtful about the ad experience they put on their site."

However, Google isn't calling its technology an ad blocker, instead classifying it as a "filter" that removes the ads that consumers hate most.

The hate list include pop-ups, ads that flash quickly, change colors or force people to wait ten seconds before accessing content on a publisher's page.

The plan to install such software on Chrome is a result of work by the Coalition for Better Ads, whose members include Google, Procter & Gamble, Unilever, WPP's GroupM, Facebook, Thomson Reuters and The Washington Post along with the Interactive Advertising Bureau and the Association of National Advertisers.

Read the original unabridged Adage.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: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7191

Media and Marketing Deals Sag in 2017 Q1

Trend Summary: Media and marketing mergers and acquisitions slowed down in Q1 2017 versus the same period in 2016.


Total deal volume was $23bn for 757 deals, according to investment bank Petsky Prunier. This was lower than the $32.9bn recorded in the first quarter a year ago, which registered ...

[Estimated timeframe:Q2 2017]

... 796 deals.

 

There were 766 deals in the second quarter of 2016 valued at $89.2bn -- notably Microsoft's $26.2bn deal to buy LinkedIn.

The third quarter of 2016 recorded 775 deals totalling $49.5bn, whereas Q4 2016  recorded 775 deals equalling $34.7bn in total dollar volume.

 

 

 

 

 

Big deal-makers in the first quarter of this year included WPP Group, which made eight deals, Live Nation with five and Comcast Corp and Dentsu, both with four.

 

 

 

Digital media/commerce deals represented the bulk of first-quarter deals, totaling circa $11.2bn. There was a 15% increase in the number of deals made versus the fourth quarter -- although the deals were down 23% in terms of total dollar volume.

 

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=7146

Amazon's New Video Ads Invade Ad Agency Territory

Trend Summary: With atypical modesty IT titan Amazon invaded adland last weekend with its incursion into Video advertising.


Hurling down its gauntlet at the feet of traditional ad agencies, Jeff Bezoz's latest moneymaking wheeze enables marketers to run an autoplay feature in videos whilst online shoppers browse ...

[Estimated timeframe:Q1 2017]

... the Amazon platform via desktop PCs, tablets and smartphones.

The ads are muted by default. With a single click, site visitors can choose to view the ads in full-screen mode whist also listening to them. 

Amazon's engineers developed the video ads to follow standards laid down by America's Media Rating Council and the Interactive Advertising Bureau.

Adherence to these standards mean that at least 50% of any advertisement must remain in view for two consecutive seconds. The autoplay feature starts only when the ad is in view, and it automatically pauses when the ad goes out of view.

Amazon's video ads are also on offer in a variety of countries beyond the United States, among them Canada, the UK, France, Italy, Japan, Germany and Spain.
 

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=7119

Facebook Mollifys Marketers With New Data Tools

Trend Summary: Facebook has refined its ad measurement system to give marketers more accurate data about their campaigns.


Earier this week Facebook announced an expansion of its partnerships with third-party ad tech companies, promising better quality data in order to provide ...

[Estimated timeframe:Q1 2017]

... marketers with a more accurate grasp of how ads on the social network compare to other media such as TV.

Facebook's focus on metrics has added significance given that it recently uncovered flaws in its data reporting to marketers, for example the serving of sometimes inaccurate numbers on elements such as video viewership.

In the wake of this trend, some of the marketing industry's biggest players have been leaning on other media owners such as YouTube, Twitter, Snapchat and Pinterest for independent verification of the data they provide.

According to  Fred Leach, Facebook's director of marketing science: "One thing we're trying to provide is more transparency around how advertisers are doing on Facebook."

Read the original unabridged AdAge.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: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7094

Facebook and Apple In Virtual Reality Slug-Out

Trend Summary: Titans battle for virtual/augmented reality [VR/AR], one of the most promising transformative trends on the marketing horizon.


VR/AR first hit the marketing headlines back in 2014 when Facebook acquired Oculus for $2bn. Fast forwarding to last week, Facebook lost a lawsuit filed by ZeniMax relating to ...

[Estimated timeframe:Q1 2017]

... the acquisition.

ZeniMax alleged that Facebook/Oculus had stolen its trade secrets and the jury awarded the plaintiff $500m, causing Facebook's Zuckerberg to wail all the way to the bank as ZeniMax was seeking $6 billion.

Despite these shenannigans of corporate greed, Zuckerberg is still lusting after VR/AR supremacy, convinced that VR will be the next major computing platform with the potential to become a paradigm shift.

Meantime Apple.inc remains on the sidelines ready to leap into the VR scene if and when dollar attrition decimates the battle of the VR titans.

Read the original unabridged Foxbusiness.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: Foxbusiness.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7093

EU Proposes New Rules to Limit Web Tracking for Ads

Trend Summary: The European Union has proposed new rules that could limit web tracking for Ads.


The proposed EU legislation requires prior consent by internet users to accept website cookies, a move that could adversely impact upon advertising revenues for major ...

[Estimated timeframe:Q1 2017]

... ad brokers and website publishers.

The European Commission, the trade bloc’s executive arm, this week proposed new rules that would require web users to actively consent to the use of cookies, tiny pieces of code deployed on web browsers that track individuals’ online activity.


The draft rules are intended to protect user privacy and provide more transparency as to how companies use an individual’s data. According to a recent survey, 80% of Europeans say it is important that tools like browser cookies are only allowed with the user’s permission.

According to a EU press release: “Transparency is important. People must know whether information stored in their devices is being accessed or whether their online behavior is tracked.”

When installing a browser or any other software facilitating electronic communications, users would have to choose whether to allow or reject the tracking for marketing purposes before continuing with the installation.

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=7069

AI Set to Become Dominant Marketing Tool

Trend Summary: All the marketing runes point to 2017 as the year in which AI will start to impact on the world's marketers.


However, AI's predicted impact on the global marketing scene won't be in the flashy or apocalyptic way foreseen by adland's soothsayers, although there's plenty of time ahead before it becomes part of a ...

[Estimated timeframe:Q1 2017]

... normal customer’s reality.

According to Erik Hallander, regional mobile and innovation director at Isobar Asia-Pacific, the topic of AI for many brands has quickly gone from ‘seems hard’ to ‘seems interesting’ - and for a good reason.

Posits Mr Hallander "Wrapping your head around deep learning, neural networks and the broader concept of AI is hard for pretty much anyone, but more and more businesses are looking at the outcomes AI can enable as opposed to the technology itself".

"The reality, however, is that budgets are tight. There’s not much wiggle room for seemingly multimillion dollar investments in complex concepts like AI, especially when proven ROI is yet to be achieved".

Read the original unabridged Campaign Asia 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: Campaign Asia.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7067



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