387 Marketing Trends found for Research / Media research


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Digital Video Viewing Worldwide Continues to Rise

Trend Summary: Digital video viewing continues to rise.


This year 1.87 billion people across the globe will watch digital video via mobile phone at least once per monthly and up 11.9% over 2017. These individuals will represent  ... 

[Estimated timeframe:Q1 2018]

... more than three-quarters (78.4%) of all digital video viewers.

Digital video viewing continues to rise, driven by social networks and over-the-top streaming options such as YouTube and chat apps, according to eMarketer’s first Global Digital Video Viewers report.

According to the study, which examined digital video viewership across the world, 78.4% of digital video viewers will stream content on a mobile device this year. Across all devices, including connected TV sets, connected TV devices, phones and computers, some 2.38 billion people will watch streamed or downloaded video content.

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=7309

Traditional Advertising in USA to Decline 1.4% in 2018

Trend Summary: Traditional advertising in the USA will decline 1.4% in 2018, with digital media climbing by circa 17%.


According to New York based independent research provider MoffettNathanson, traditional advertising in the USA will decline by 1.4% in 2018, with digital media ...

[Estimated timeframe:Q1 2018]

... climbing by just 17%.

However, the overall US advertising market will improve 6.7% this year, up from a 2.5% increase in 2017.

Advertising gains across the USA are expected in the run-up to the Winter Olympics to be held next month in South Korea, as well as the political advertising from mid-term elections in November. 

However, total TV revenues are expected to grow 2.7% this year, up from a 5.5% decline in 2017.

Newspapers are expected to be down 8% in 2017, while radio is forecast to be flat (down 1% in 2017) and consumer magazines are predicted to decline by 2% (off 10% a year ago) and outdoor media will grow by a flat 1% in 2018.

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=7297

AI to Dominate Global Tech Trends in 2018

Trend Summary: Artificial intelligence (AI) will dominate the future IT landscape,


According to the BBC's technology of business editor Matthew Wall, the dominant global tech trends in 2018 will be Artificial intelligence [AI] closely followed by ...

[Estimated timeframe:Q1 2018]

... cyber-security.

Whether helping to identify diseases and develop new drugs, or powering driverless cars and air traffic management systems, the consensus is that AI will start to deliver in 2018, justifying last year's sometimes hysterical hype.

The key question, asks Mr Wall, is how much freedom should we give AI-powered systems to make their own decisions without human intervention?

Almost by stealth, AI is infiltrating almost all aspects of our working lives, from machine learning algorithms improving the accuracy of translation software, to call centre chatbots answering our questions.

According to Luka Crnkovic-Friis, chief executive of Peltarion, a Swedish AI specialist: "AI-powered chatbots will continue to get better at conveying information that can help consumers make better, more informed purchase decisions."

Read the original unabridged BBC.co.uk 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: BBC.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7295

Amazon On Course to Become An Advertising Powerhouse

Trend Summary: Marketers mull future ownership of the Marketing Cloud


Many marketers believe that the trillion dollar Marketing Cloud arena will be dominated by whoever controls the most and best consumer data, combined with the most and best opportunities to connect that data with ... 

[Estimated timeframe:Q1 2018]

... massively scaled touchpoints.

Major multinationals - among them Amazon - already have masses of consumer data and the opportunity to capture value from that data in the targeting, measurement and optimisation of all forms of commercial communication.

This will range from from email, digital banners, digital video and TV ads to e-commerce personalization, snail mail and telemarketing.

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=7293

DIGITAL ROI CATCHES UP WITH SOARING DIGITAL ADSPEND

Trend Summary: the effectiveness of internet advertising has now caught up with digital adspend.


The latest research from ROI agency Zenith Optimedia reveals that advertisers are increasingly feeling the pressure from digital ...

[Estimated timeframe:Q4 2017]

... transformation.

Moreover, the effectiveness of internet advertising has now caught up with digital adspend.  

Zenith expects internet advertising’s share of global adspend to continue to rise, reaching 40% in
2018 and 44% in 2020.

The overall value of advertising worldwide will rise from $203bn in 2017 to $225bn in 2020.

Zenith also predicts that the share of advertising expenditure allocated to internet advertising will vary widely across the
world.

In the most advanced markets [Sweden and the UK] internet advertising will account for more than 60%
of total expenditure next year, and will account for between 50% and 60% in another six advertising markets -specifically Australia, Canada, China, Denmark, Norway and Taiwan.

Read the original unabridged ZenithOptimedia Report.


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

Source: Zenith Optimedia
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7283

Two-Thirds Of Global Display Ads Will Be Traded Programmatically by 2019

Trend Summary:  Two-thirds of the world’s digital display advertising, worth $84.9bn will be traded programmatically by 2019. 


According to the Programmatic Marketing Forecast, the latest report from Publicis Group subsidiary Zenith, programmatic ad sales across the world are growing at an ...

[Estimated timeframe:Q4 2017]

... annual average rate of 21% per year. Zenith's estimate for 2017 is $57.5bn. 

Says Jonathan Barnard, head of forecasting and director of global intelligence at Zenith: "Advertisers need to understand that it won’t be long before digital display is 100% programmatic -- and that some of what we consider ‘traditional media’ will follow fairly shortly". 

Moreover, according to Mr Barnard: "The USA is driving this growth, increasing its percentage of display that will be traded programmatically this year from 78% to 83.6% in 2019, above the global average".

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=7269

Video Ads Are Changing Both For Viewers and Advertisers

Trend Summary: The video experience is changing in almost every way both for viewers and advertisers.


According to GroupM's latest State of Video report, video content is no longer constrained by schedules, location, or devices. Among the 48-page publication's key findings is that almost none of ...

[Estimated timeframe:Q4 2017]

...  these changes benefit the original advertisers who helped build the television economy in return for the brand-competitive advantages accruing from reach, scarcity and high barriers to entry.

Consequently advertisers, both traditional and new, must re-think audiences and use advanced segmentation; more traditional variations were once the keystones of mass marketing.

Comments report co-author Rob Norman, chief digital officer" at GroupM: "Our observations on the challengers to TV were somewhat predictable".

"The value of video maybe higher to consumers than advertisers but it’s clear that advertisers who make platform specific assets for relevant products will be most likely to succeed."

Read the original unabridged GroupM 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: https://www.mediapost.com/publications/article/310138/groupm-explores-state-of-video-advertising.html
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7264

Global Advertisers Ready To Re-Think Approach to Media

Trend Summary: Media complexity forces marketers into organisational rethink.


According to a new white paper from the World Federationh of Advertisers, leading global marketers are prepared to re-think their organisation’s approach to media given that the complexity of that environment ...

[Estimated timeframe:Q4 2017]

... increases.

The survey, based on a study of 71 individuals at 54 member companies, between them representing global adspend of more than $90bn, reports that the most common approach to media management is via dedicated media "generalists".

According to the study "specialists" can now be found at global HQ for almost half of respondents; of whom 87% agreed (41% strongly agreed) that “as the complexity of media increases, more specialists (programmatic managers in particular), will be required”.

In addition, procurement is highly engaged in global media, with 59% of businesses having procurement specialists with media as a remit.

Read the original uanbridged 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=7260

eMail To Remain Top Internal Messaging Tool Through 2020

Trend Summary: eMail is predicted to remain chief internal communications tool for the next three years.


According to a pair of studies by IT recruiting company Robert Half Technology, eMail will remain the primary internal communications tool for the next three years. after which it is likely to ...

[Estimated timeframe:Q3 2017]

... cede ground to technologies such as instant messaging. 

Of the CIOs surveyed in the dual studies, 73% believe that eMail will remain the primary communications medium through 2020, and 53% of office workers agree.

However, email does less well in terms of effectiveness.

When asked to name the most effective channels for daily communications — i.e for initiating projects — 41% of CIOs chose email. That was followed by in-person meetings (22%), instant messaging (13%), phone calls (9%), internal social networks (8$) and video conferencing (7%).

The CIOs who did not believe email will remain the most common medium through 2020, 31% cited instant messaging. This belief was followed by in-person meetings (21%), phone calls (19%), video conferencing (16%) and internal social networks (12%).

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=7239

UK Adspend Growth Slowest in Four Years

Trend Summary: UK advertising expenditure grows at its slowest rate in four years.


According to the Advertising Association/WARC Expenditure Report published today, UK advertising spend recorded its ...

[Estimated timeframe:Q3 2017]

... slowest growth rate since Q2 2013.

Although the overall market expanded, traditional media had a difficult start to the year, with cinema the only non-digital medium to grow during the quarter.

More significantly, total TV advertising spend dipped 6.2% in Q1 2017, the most severe fall since 2009. Radio (-0.1%), out of home (-0.6%), direct mail (-1.5%) and newsbrands (-11.2%) also recorded a decline in spend during the quarter.

According to James McDonald, Senior Data Analyst at WARC: “The latest data show that large retailers – particularly supermarkets – and major food brands reined in their TV spending by 25% during the first three months of 2017, instead committing to cutting prices on the shelves as household expenditure wanes.” 

Total TV ad expenditure is forecast to fall 1.9% this year, a 1.4 percentage point downgrade since the last AA/WARC forecast in April. However, losses are expected to be regained in 2018, with ad revenues growing 2.5%, partially due to the men’s FIFA World Cup.

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=7237



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