391 Marketing Trends found for Research / Media research


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Mobile Predicted to Rule the Internet Roost

Trend Summary: The latest Internet Trends report from US venture capital firm KPCB envisages flat internet user growth and slowing smartphone shipments.


The report, also known as the 'Mary Meeker' report, was released today by US venture capital firm Kleiner Perkins Caufield & Byers [KPCB]. It predicts increased adspend on mobile, with 'the dupopoly' capturing ...

[Estimated timeframe:Q2 2017]

... the majority of this.

The global number of internet users in 2016 was 3.4 billion with annual growth flat at 10%.

The 'Mary Meeker report’ is touted as a ‘must read’ by leading minds in the media industry and was unveiled yesterday (May 31st) by KPCB&Byers analysts at Recode's Code conference.

Coming in at well over 300 slides long, the comprehensive study spans a vast range of topics from user numbers, media trends, gaming, and even healthcare.

The global number of internet users in 2016 was 3.4bn with annual growth flat at 10% 

Read the original unabridged TheDrum.comarticle.


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=7190

Marketers, Including P&G, Admit to Struggle With Ad Viewability

Trend summary: FMCG titan Procter & Gamble admits it has paid for digital ads it couldn't prove were served on-screen.


According to P&G Chief Brand Officer Marc Pritchard, "The days of giving digital a pass are over." But there's another medium with a huge share of marketers' money which admits to a "viewability" problem of its own ...

[Estimated timeframe:Q2 2017]

... corrugated in-store paper displays!

Unviewable ads aka IRL [In Real Life] are an enormous overhead. According to insiders, P&G alone spends circa $1bn annually on corrugated instore displays worldwide.

Last month P&G pegged potential savings from eliminating waste from promotional materials of all sorts, which includes these corrugated paper displays, at a projected cost of $500m annually over the coming five years.

That figure compares to $1bn in planned savings from media buying, along with $500m from agency and production fees.

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=7188

Lift-Off Predicted for Mobile Media Consumption In 2019

Trend Summary:  26% of media consumption worldwide will be mobile come 2019.


The latest forecast from Zenith Optimedia predicts that people across the world will spend an average of 122 minutes daily in accessing the mobile internet via browsers and apps - an amount that soars from a meagre ...

[Estimated timeframe:Q2 2017]

... ten minutes a day since 2010.  

However, the mobile boost to media consumption is slowing.

Mobile internet consumption increased at an average rate of 44% annually between 2010 and 2016, driven by the spread of mobile devices, improvements in technology and greater availability of mobile-adapted content.

Some of this extra consumption time was cannibalised from traditional media, but the spread of mobile technology has given a boost to overall media consumption by allowing users to access more media, in more places, and at more times than ever before.

The average person spent 456 minutes consuming media in 2016, up from 411 minutes in 2010 – an average increase of 2% per year.

Read the orignal unabridged Zenith Optimedia 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=7186

Digital Advertising in the USA Overtakes TV for First Time

Trend Summary: Digital advertising sales surpassed linear TV ad sales in the USA for the first time last year, generating $70bn versus $67bn for national and local TV.


A prediction by IPG's media shop Magna foresees digital ad sales increasing by 14% to $80bn led by social and video, while offline media sales will decline by ...

[Estimated timeframe:Q2 2017]

... 3% this year to $103bn.

Search is expected to remain the largest revenue generator, bringing in $39bn, a 13% growth over 2016, while video and social is once again expected to post the strongest growth rates of about 28% each.

Magna also expects national TV advertising sales to be flat again, as high-single-digit CPM inflation will just barely offset high-single-digit ratings declines.

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=7147

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

Digital Predicted to Lead Global Ad Growth in 2017

Trend Summary: Ad revenue growth is predicted to rise by 7% in 2017 whilst Digital will soar.


According to Magna, a unit of IPG Mediabrands, global ad growth will slow in 2017 to 3.6%, with total advertising revenues reaching $511bn. Magna attributes the slower rate of growth a to lack of ...

[Estimated timeframe:Q1 2017]

... cyclical events such as the Olympics and major political campaigns that added $3.5bn in incremental adspend in 2016.

Advertisers are reallocating their budgets. Digital-based ad sales will grow double-digits to become the top media category in 2017, Magna asserted, surpassing linear TV ad sales for the first time ($70 billion vs. $67 billion for national and local).

2016 was the first year when digital ad sales finally surpassed total linear television.

Magna also notes that social video was one of the key drivers in 2016, and this will continue in 2017 with the main social media networks competing to offer ever more video content to their users, including some premium content via partnerships with TV companies and major sports leagues.

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: www.mediapost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7143

UK Marketers Ditch Ad Agencies, Opt for In-House Services

Trend Summary: UK advertisers are increasingly moving marketing services in-house.


UK advertisers are increasingly mimicking their American cousins by shunning agencies and moving towards in-house and on-site services, according to a new study by the Incorporated Society of British Advertisers [ISBA] together with on-site agency specialist OLIVER and market researcher Future Thinking. Moreover  emerging markets such as ...

[Estimated timeframe:Q1 2017]

... India, Mexico, Brazil and Indonesia, are projected to fuel downloads in mobile app stores.

These markets are also expected to experience a boom in downloads, as nearly three billion more consumers are introduced to apps over the coming five years.

Moreover, according to Ap Annie, a business intelligence and analytics  company headquartered in San Francisco, global downloads across all mobile app stores will increase 20% annually, reaching 352 billion in 2021.

Read the original unabridged MarketingWeek.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: MarketingWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7142

Internet Adspend Will Exceed $200bn In 2017

Trend Summary: Global internet advertising expenditure will grow 13% to reach $US205bn in 2017.


According to Zenith’s latest Advertising Expenditure Forecasts, published today, internet advertising will attract 36.9%  of all advertising expenditure, up from ...

[Estimated timeframe:Q1 2017]

... 34.0% in 2016.

This is the first year in which more money will be spent on internet advertising than advertising on traditional television (the latter totalling $192bn).  

The sheer scale of internet advertising means its growth rate is slowing. Internet adspend grew 17% in 2016, down from 20% in 2015, and Zenith expects growth to slow to 13% in 2017, 12% in 2018 and 10% by 2019 (though it will continue to add US$23bn‐US$24bn a year).

In this environment it is vital that platforms and publishers address advertisers’ valid concerns about viewability and brand safety to secure sustainable growth. As the market matures, advertisers need to know for certain that their ads are being actively viewed by real people in appropriate environments.
 

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.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7133

Significant Shift of Media Buying from Ad Agencies to In-House

Trend Summary: Many of the world’s largest advertisers have moved their media-buying in-house thanks to programmatic technology.


Describing the analysis as a “recent check with industry contacts,” Pivotal Research Group analyst Brian Wieser today published a report to shareholders, noting that fifteen of ...

[Estimated timeframe:Q1 2017]

... the world's top two hundred advertisers have shifted media-buying away from their ad agencies and brought it in-house thanks to their new-found ability to buy media programmatically.

According to Wieser, his analysis is based on a "recent check with industry contacts". He also notes that "fifteen of the top two hundred advertisers have taken media-buying away from their ad agencies and brought it in-house because of their ability to buy it programmatically". 

He also explained that in-house media buying exists along a continuum, with a range of responsibilities divided between marketer and agency.

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=7114

Finger-Pointing Agencies and Clients Battle Over 'Key Media Decisions'

Trend Summary: Advertisers and agencies alike apparently agree that clients are failing to lead on key media decisions.


A recent survey by UK media consultancy ID Comms found that advertisers are failing to meet expectations in four areas: [1] Setting clear key performance indicators (KPIs) for media. [2] Having a point of view on ROI for media. [3] Creating a well-established media community internally and [4] Leading media decisions from marketing rather than ...

[Estimated timeframe:Q1 2017]

... procurement.

There were 179 respondents to the survey, including a number of senior marketers.

Survey participants were asked to score advertiser performance on the perceived key areas, ranging on a scale of one to five, where five is "outstanding" and one is "unacceptable".

On average, advertisers received a score of three or less in the above areas.

When broken down, advertiser respondents (representing companies with combined annual media budgets of more than £17bn), scored themselves an average of 7% higher on these questions than their agency counterparts.

However, agency respondents claimed that this merely reflects a lack of knowledge on the client-side.

One agency survey participant sourly observed:"Capability levels in advertisers are at an all-time low. Desperately needs an injection of smart agency thinkers".

Read the original unabridged Campaignlive.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: CampaignLiveco.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7112



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