391 Marketing Trends found for Research / Media research


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Major Advertisers See Media as a 'Complex Headache'

Trend Summary: Most advertisers perceive media as a 'complex headache'.


A survey of marketers and media agencies conducted in January and February 2017 found that both groups believe advertisers media decisions primarily remain ...

[Estimated timeframe:Q1 2017]

... procurement-based.

The study, conducted by London headquartered media consultantancy ID Comms, also found that both groups (between them accounting for 79% of the survey's respondents) are convinced that such an approach is wrong and that media decisions should be based on strategic marketing factors, not just costs.

The study is based on answers from 178 marketing, media and procurement professionals around the world, primarily from Europe (74%) and the USA (18%).

The brands surveyed spend more than $22bn on global advertising annually, while the agency respondents came from all the major holding groups and independents.

Overall, 97% of respondents strongly agreed that “advertisers who take a more strategic and thoughtful approach to media will deliver a stronger marketing performance.”

Ninety-two percent of the agency respondents also felt that way, as as did 81% of the advertisers polled.

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=7108

Teens Prefer Algorithms To Human Editors in Story Selection

Trend Summary: Recent research reveals that teenagers trust algorithms to select stories nearly twice as much as they trust human editors.


According to the latest findings of the Edelman Trust Barometer published by the Chicago and New York based PR firm, teenagers trust algorithms to select stories nearly twice as much as they trust ...

[Estimated timeframe:Q1 2017]

... human editors.

Conversely, whilst teenagers are more trusting of traditional media such as TV, radio and newspapers than adults, they also place mounting importance on facts in a ‘filter bubble’ era while concurrently trusting algorithms more than human editors to select stories for them.

The study, which sampled one thousand 16-18-year-olds, found that despite being the social media generation, the teenagers surveyed are uncomfortable with the pace of change.

Three in five are concerned about the pace of change in social media, while two in five are concerned about Artificial Intelligence and robotics, eclipsing the concerns from adults.

Nearly half the young adults feel the pace of change in mobile technology is too fast, whilst paradoxically investing greater trust in traditional media than adults by a margin of 59% to 48%, whilst more than eight in ten of respondents say they are regularly engaging with current affairs.

Read the original unabridged The Drum.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=7107

Live Video Finally Takes Off in USA

Trend Summary: It is estimated that 63% of US internet users in the 18-34 age group have watched live video.


A study conducted in January 2017 by consulting firms Warc and Deloitte Digital reveals that live video has the greatest potential when it focuses on newsworthy events that attract high rates of ...

[Estimated timeframe:Q1 2017]

... sharing and commenting.

According to eMarketer’s latest report by analyst Paul Verna, "US Live Video 2017: Still Buffering", consumer-uploaded streams tend to be especially challenging to monetise because of their unpredictable nature, although content from publishers and brands offers more potential.

The data points to the challenges of using live video for marketing purposes—or even the challenge of getting started. It should be noted, however, that it took marketers years to embrace YouTube, Facebook and Twitter, largely for the same reasons that make live video, in its current incarnation, problematic.

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=7103

2017 Will Herald the Era of Native Mobile Advertising

Trend Summary: 2017 is predicted to be the tipping point for Native Mobile Advertising.


According to sales intelligence company MediaRadar, publishers see an average renewal rate of 33% for native ad products when campaigns run for less than six months. News outlets like the Wall Street Journal, however, experience ...

[Estimated timeframe:Q1 2017]

... renewal rates of 72%.

Brands that want to run a successful native ad campaign might have to pay as much as $450,000 for a six-month run.

However, that might be a bargain, as marketers willing to cough up the dollars are happy to achieve a return rate significantly higher than the industry norm.

News outlets like the Wall Street Journal, for example, see renewal rates of 72%.

The key difference, MediaRadar says, is the length of the campaigns.

According to Media Radar's Ceo Todd Krizelman: "One of the things the successful publishers all have in common is the duration of the campaign."

"What we observed is in that time period of six months, the publisher has more time to course correct," notes Krizelman, adding that "in the grand scheme of things, native is still in the early days, so this concept of how you execute your best practices isn't protected."

Read the original unabridged Ad Age.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=7089

US Mobile Adspend Predicted to Double By 2021

Trend Summary: Annual mobile ad spending in the USA will reach $72 billion by 2021.


A new forecast from US media and telecommunications financial consulting firm BIA/Kelsey predicts that by 2021 spending on mobile media in the USA will have increased by ..

[Estimated timeframe:Q1 2017]

... 17% compound annual growth rate through 2021.

Assuming the firm's reckoning to be accurate, that's up from $33bn billion last year.

Of the overall mobile adspend, the location-targeted portion is projected to grow from last year's figure of $12.4bn to $32.4bn in 2021.

This growth translates to 38% of overall mobile ad revenues today -- growing to 45% by 2021.

According to BIA/Kelsey, one of the biggest mobile success factors for local mobile is "native thinking", which involves building content, apps and ads that fit the device’s unique form factor, as opposed to importing formats from legacy media.

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=7087

UK Adspend Growth Defies Brexit Headwinds

Trend Summary: UK adspend tipped for growth in 2017 despite Brexit headwinds


The latest Advertising Association/Warc Expenditure Report predicts that advertising expenditure in the UK will grow by 3.2% in 2017, buoyed by consistent growth in internet advertising and ...

[Estimated timeframe:Q1 2017]

... quashing fears that a hard Brexit would bring the industry to a grinding halt. 

The forecast follows reports that UK adspend rose 4.2% in the quarter following the vote to leave the European Union which, according to the Advertising Association, shows that the industry is “defying uncertainty” caused by the referendum.

Moreover, the trend marks the seventh consecutive year of growth in the UK advertising market.

Notes Advertising Association chief executive Stephen Woodford: "That adspend held up after the referendum is another marker of the strength of the UK’s advertising and media industries".

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=7085

Global Marketing Budgets continue to Fall

Trend Summary:  Marketing budgets worldwide continue to decline as 2016 morphs into 2017.


According to the monthly Global Marketing Headline Index [GMI], published by World Economics, the index fell to 51.7 in December, down from its value in the preceding month and the second successive fall. Moreover, the rate of global ...

[Estimated timeframe:Q4 2016]

... marketing activity resumed its downward path from a high three years ago.

However, there were some regional differences, with the European GMI rising in December to reach 56.3, its third consecutive increase after six months of decline.

The Headline Index for the Asia-Pacific region fell to 48.3, below the 50.0 ‘no change’ level, indicating a fall in marketing activity. In the Americas, marketing activity fell for the third successive month with an index value recorded of 49.4.

The gloomy global picture was somewhat relieved by the situation in Europe where the index rose to 54.7, the third rise in a row and continuing a recovery from the low point in September 2016 following the negative impact on sentiment after the Brexit referendum result.

Read the original unabridged World Economics.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: WorldEconomics.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7061

Web Connected TV Ads Burgeon

Trend Summary: US advertising buyers predict 'explosive' growth in the still-nacsent OTT ad market.


OTT, adland's latest jargon for “over-the-top” services, is a term used for the delivery of film and TV content via the Internet, without users having to subscribe to traditional cable or satellite pay-TV services such as ...

[Estimated timeframe:Q4 2016]

... Comcast or Time Warner Cable.

Americans are increasingly purchasing web-connected TVs and becoming more accustomed to watching shows on demand via apps instead of cable, resulting in  more ad space becoming available to media buyers.

According to equity research company Pivotal Research Group, connected TV viewing overall grew by 65% over the past year and now accounts for 8.1% of total daily TV viewing by US adults in the 18-49 age group.

It’s a safe bet that a large portion of that viewing is driven by ad-free platforms like Netflix and Amazon Prime. However, it transpires that commercial time is also receiving a healthy boost.

Moreover, ad tech company Innovid, which delivers ads to web video outlets along with fast growing TV apps such as Fox Now, Hulu and Crackle, says the share of ads delivered to connected TVs via its platform quadrupled this year.

Likewise Modi Media, the ad-buying division within WPP's GroupM, reports that over 37 million US households watched ad-supported shows on connected TVs over the past year.

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=7055

Print Ads Still Rule the Consumer Confidence Roost

Trend Summary: A recent survey reveals that print ads influenced a purchase by more respondents than any other paid medium.


In a recent survey of more than 2,000 US consumers, data specialist MarketingCharts found that print ads (82%), followed very closely by TV ads (80%), influenced a purchase for more respondents than ...

[Estimated timeframe:Q4 2016]

... any other paid medium.

Also rated for trustworthiness were Direct mail (76%), radio ads (71%) and out-of-home ads (69%) while, perhaps surprisingly, the bottom-ranked eight were all variations of digital ads, from search down to mobile and pop-ups.

Trust doesn't translate into embrace, however, since traditional media ads are not immune to being ignored. Even satisfied customers will ignore their print ads (35%), discard their print ads or catalogs (34%), or mute, skip or turn off the TV channel (34%).

It is more than twenty years since ads starting appearing in digital media, yet the industry has made little to no progress in building trust either with users and not with with agencies and brands either.

Read the ortiginal 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=7054

Programmatic Ads to Grow 31% in 2017

Today's Marketing Trend: Programmatic advertising will grow by 31% in 2017


According to the latest Programmatic Marketing Forecast, published today by media agency ZenithOptimedia, programmatic advertising will grow 31% in 2017, faster than ...

[Estimated timeframe:Q4]

... all other digital channels.

The report, which covers forty-one key advertising markets, estimates that programmatic will grow well ahead of social media (which will grow 25%) and online video (20%), while a growing proportion of these other channels will also be traded programmatically.

Initially programmatic marketing was often used to reach target audiences as cheaply as possible, with little regard for the quality of the sites in which the ads appeared.

However, it is now being used in conjunction with valuable data segments to target individuals in intelligent and creative ways, identifying those most likely to be receptive to a brand’s messages and encouraging them along the path to purchase, often in premium environments.

The biggest programmatic ad market by far is the USA, worth $24.0bn in 2016 and accounting for 62% of total global programmatic adspend.The UK comes a distant second, worth $3.3bn, and China third, worth $2.6bn.

Read the original unabridged ZenithMedia.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: Zenithmedia.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7040



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