391 Marketing Trends found for Research / Media research


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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

SMS Marketing Set To Soar

Trend Summary: According to a recent survey, 70% of respondents believe SMS marketing is an effective way to gain attention.


The survey, conducted by international trade body The Wireless Association, claims that 70% of respondents believe SMS marketing to be an ...

[Estimated timeframe:Q3 2017]

... effective way for an organisation to gain people's attention.

According to research by The Wireless Association, the open rate of text promotions and offers is a massive 98%, whereas the open rate of emails is a mere 22%!

Short Message Service [SMS] marketing s a technique that uses permission-based text messaging to spread promotional messages.

Moreover, claims The Wireless Association, while email communication is a one-way street, people can actually reply to an SMS promotion and engage with the brand via two-way SMS dialogue.

By opening the doors of conversation between brand and consumer, and creating customer engagement, marketers ultimately create a stronger relationship and build brand trust.

Read the original unabridged TalkBusiness.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: Talk-business.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7232

Mobile Devices Will Be Prime Drivers of Online Video Viewing in 2017

Trend Summary: Online video viewing worldwide will rise by 20% in 2017.


According to London headquartered ad agency Zenith’s Online Video Forecasts for 2017, published today, consumers worldwide will this year spend an average of  ...

[Estimated timeframe:Q3 2017]

...  47.4 minutes daily viewing videos online, a significanr increase from 39.6 minutes in 2016.

The increase will be driven by a 35% increase in viewing on mobile devices (smartphones and tablets) to 28.8 minutes daily, while viewing on fixed devices (desktop PCs, laptops and smart TVs) will rise by just 2% to 18.6 minutes a day.

This is the third edition of Zenith’s annual Online Video Forecasts report. It contains historical data and forecasts of online video consumption and advertising, together with commentaries on the development of individual markets by local experts.

This year’s edition covers 63 key markets, up from 57 last year. By "online video" Zenith means all video content viewed over an internet connection.

This also includes broadcaster-owned platforms such as Hulu, and ‘overthe-top’ subscription services like Netflix, as well as video-sharing sites like YouTube, along with videos viewed via social media such as Facebook.

Read the original unabridged Zenith 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: Zenithmedia.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7228

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

UK Media and Entertainment Brands Confident of Growth in 2017

Trend Summary: UK media and entertainment brands are the most confident about business growth in 2017.


UK based advertisers in the media and entertainment categories are the most confident group, predicting growth in their specific categories. Hard on their heels are advertisers in the ..

[Estimated timeframe:Q2 2017]

... pharmaceuticals & healthcare industries. 

These are the key findings from Zenith’s new biannual client survey. Ahead of marketers attending the Cannes Lions 2017 event Zenith wanted to discover what are the key drivers of growth and assess how confident marketers are about business growth in their respective categories.

Media and entertainment advertisers came out on top, recording a score of 82.1, followed by pharmaceuticals, healthcare and alcohol.

The lowest-scoring category was telecommunications, at 33.3, followed by food & drink and FMCG non-food categories.

Read the original unabridged Zenith 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: Zenith Optimedia
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7203

VR Content Predicted to Generate $15bn Globally by 2021

Trend Summary: The number of virtual reality headsets in use is expected to multiply globally in the coming years.


Marketing intelligence firm International Data Corporation predicts that by 2021 there will be seventy million Virtual Reality headsets in ...

[Estimated timeframe:Q2 2017]

... the USA alone.

VR content will generate $15bn globally by 2021, according to PwC’s Global Entertainment and Media Outlook forecasts. More than half (53%) of those revenues will come from video.

The VR content market in the USA is predicted by PwC to reach $5bn by 2021, up from $421m last year. More than half (58%) of the predicted expenditure will be spent on VR video content PwC predicts.

Another recent study by ABI Research forecasts the global VR market to reach $60bn.

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=7199

Tech Titans Rule Global Brands Roost

Trend Summary: Technology giants Google, Apple, Microsoft, Amazon and Facebook snare the top five places in the 2017 Brandz ranking.


The annual Brandz ranking study, conducted by WPP and Kantar Millward Brown, combines measures of brand equity based on interviews with over three million consumers about their perceptions of ...

[Estimated timeframe:Q2 2017]

... thousands of global brands.

The study, now in its twelth year, also provides an analysis of the financial performance of each company determining their brands overall value, taking into account regional differences and customer perceptions.

According to Jane Bloomfield, Kantar Millward Brown’s head of UK marketing: “The superstar technology brands in the BrandZ global top 100 are capable of abundant innovation, using their platforms to create connected ecosystems that meet multiple needs and make our lives easier.”

Despite hitting a major low among advertisers after The Time’s exposé earlier this year, Google’s brand value remains buoyant among consumers. The advertising ‘duopoly’ of Google and Facebook also appears to show no signs of slowing, as combined they attracted one-fifth of global adspend across all media in 2016, with Google pulling in the lion’s share of $79.4bn, versus its rival's total of $26.9bn.

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: TheDrum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7194



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