387 Marketing Trends found for Research / Media research


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B2B Marketers Embrace Programmatic Ads

Trend Summary: Busines-to-Business marketers are ready to roll bigtime on programmatic ads.


A newly released survey of business to business [B2B] marketers and agencies, conducted by Adweek BrandShare on behalf of Dun & Bradstreet, reveals that it's a defining moment for B2B programmatic adoption. Not only are B2B brands now more knowledgeable about ...

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...  data-driven media, but programmatic tools are more capable of delivering the types of lead generation and content-focused campaigns that are crucial to B2B success.

Predicts Ashu Garg, a general partner at venture capital firm Foundation Capital: "I think in 2017 we will see a step change in the use of programmatic media buying by B2B companies."

Arguably of equal importance, nearly 70% of the businesses polled said they plan to increase programmatic adspend in 2017, with 22% expecting to increase expenditure by more than 25%. Only 3% anticipated spending less.

Read the original unabridged AdWeek.com article

[Estimated timeframe:Q4 2016]

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

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7026

Global Adspend Growth Predicted to Slow in 2017

Trend Summary: Global adspend will rise by 4.5% in 2016 but the growth rate is predicted to slow to 4.2% in 2017.


The latest Consensus Ad Forecast from marketing intelligence service Warc indicates that, with the exception of newspapers and magazines, all major media channels are expected to record adspend growth this year and next. However, the two largest channels ...

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...  TV (+1.1%) and internet (+13.0%) are forecast to see their growth rate ease during 2017.

The same is true for mobile media, though it is still set to be the fastest-growing ad channel over the period.

All thirteen markets covered in the Warc report are forecast to see the amount invested in advertising rise both this year and next, although in eight of these markets the growth rate will lessen in 2017.

Read the original unabridged Warc.com article.

[Estimated timeframe:Q4 2016]

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=7020

Voice Search Predicted to Go Mainstream By 2021

Trend Summary: Voice search is predicted to become mainstream within the next five years.


Speaking at the annual Advertising Week event in New York this week, Microsoft's Bing evangelist Christi Olson revealed that voice search queries in any given month already comprise a ...

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... quarter of Bing mobile searches and 5% of total searches.

Ms Olson's colleague, product marketing manager for Bing Ads Geoffrey Colon, emphasised the nature of the inevitable change taking place, citing as an example his own family. Admits Mr Colon: "I never was comfortable speaking into my phone - but my girls? That's all they know how to do, because they don't know how to type yet—they're 4 and 6—but they can talk."

"I think, like so many of these things, the adoption will actually take off because of the next generation."

"Right now we're in an area of 'Let's see how voice search actually works' and get it to work at a good sort of rate before we move into how we monetise it."

Meantime, researchers are eager to explore the use of voice in mobile surveys, which could not only accelerate the process but enable greater access to respondents such as children, illiterate users and the vision-impaired.

Read the original unabridged AdWeek.com article.

[Estimated timeframe:Q4 2016]

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

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6997

Global Marketing Budgets Fall For First Time in Over Three Years

Trend Summary: Marketers worldwide have tightened their purse-strings, causing global marketing budgets to fall for the first time in over three years.


In its latest monthly release, the Global Marketing Index [GMI] published by World Economics.com, reveals that the value of the Global Market Headline Index fell in September to 52.4, the fourth consecutive monthly decline in ...

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... the level of the index.

GMI regional indexes slowed across all regions and in the Americas reached 50.5, just above the 50.0 ‘no change level’.

September's Global Marketing Budgets Index recorded a value of 49.2, below the 50.0 no change level, indicating the first fall after nearly four years of growth.

Budgets were reduced in all regions apart from Europe where an index of 51.0 (representing insipid growth) was recorded causing the index to fall in value for the sixth consecutive month.

World Economics.com attributes the Global Marketing budget cuts as a reaction to challenging marketing conditions. These are illustrated by the Global Trading Conditions Index which fell in September for the fourth consecutive month and in value across all regions.

Read the original unabridged WorldEconomics.com article.

[Estimated timeframe:Q3 2016]

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=6995

Social Media Users Increasingly Reject Brand Intrusions

Trend Summary: Although newer social platforms are growing rapidly, over a quarter of global internet users "actively ignore" social posts by brands.


Consumers, it seems, are getting increasingly savvy about the wiles of brands and marketers. This trend is revealed in the latest Connected Life study by WPP Group's research arm Kantar TNS, which examines and reports on the digital attitudes and behaviours of ...

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... 70,000 internet users in fifty-seven nations. 

Usage of newer social platforms is growing rapidly, but over a quarter of internet users worldwide say they "actively ignore" social posts or content from brands.

Twenty-six percent of global survey respondents claim they "went out of their way" to avoid branded content, a figure that rose to 57% in Sweden and Denmark. Scepticism was rather less marked in Saudi Arabia (15%) and Brazil (19%).

Notes the report: "Although social platforms start out ad-free, focusing initially on growing the number of users, the need to monetise inevitably leads to the introduction of ads".

The report also identifies other problems for brands, citing in example the fact that consumers feel increasingly bombarded by the presence of brands on social platforms, with 34% of the survey sample saying they feel "constantly followed" by online advertising.

Read the original unabridged Warc.com article.

[Estimated timeframe:Q3 2016]

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=6992

Live Video is Now a 'Must-Buy' for Marketers

Trend Summary: A study by Yahoo on the effectiveness of livestreamed video found that 31% of consumers remember live ads better.


From sports to breaking news to the world's biggest music festivals, live video gives consumers the experience of being in two places at ...

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... one and the same time.

As video viewership on digital devices increases, the thirst for live content does likewise. According to Yahoo sixty-four percent of consumers have watched live online videos in the past year.

That's especially true of millennials who want access to these experiences, 41% of whom said live events help to "keep them in the know".

Even more compelling than the massive numberof eyeballs attracted to live programming is that viewers who tap into live video are highly engaged.

Moreover, Yahoo's recent study into the advertising effectiveness of livestreams found that viewers are emotionally engaged with live content and find it valuable because it's content they want to see.

Meantime, brands are getting in on the action. Advertising alongside live video soared by 113% year-on-year, outpacing all other types of digital video.

Read the original unabridged AdWeek.com article.

[Estimated timeframe:Q3 2016]

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

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6991

Consumers Are Losing Patience With Slow-Loading Websites

Trend Summary: Online shoppers are becoming increasingly impatient over website loading times.


According to research from digital performance measurement firm Dynatrace, just a half second difference in page loading times can make a 10% difference in sales for ...

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... online retailers.

Paradoxically, despite the general increase in connectivity speeds, retail websites worldwide have been getting slower over the last year, not faster, Dynatrace reports.

Explains the tech firm's vice president of marketing Dave Anderson: "It's mainly because of all the third-party connections to Google, Facebook and Twitter."

"These, and chat functionality, are slowing things down, particularly for Australian sites.

Explains Mr Anderson: "This is because data travelling between the USA and Australia have to cover huge distances, causing a delay, or latency".

Globally, the average page load time has gone up by 7% compared to last year - from 4.2 to 4.5 seconds.

Ironically, this means that retailers who are trying to offer a more interactive, personalised multimedia online experience for their customers have been shooting themselves in the foot.

Read the original unabridged BBC.co.uk article.

[Estimated timeframe:Q3 2016]

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=6988

UK Brands Voice Concern Over AdSpend Transparency

Trend Summary: Major UK brands are increasingly excited, albeit concerned, over the potential adtech brings to their marketing plans.


Programmatic spend by UK marketers in 2016 is forecast to exceed £2.6bn prompting trade body, the Incorporated Society of British Advertisers [ISBA] to address both awareness and issues of transparency via a ...

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... set of guidelines to its members.

ISBA maintains that, despite a marked increase in media spend using programmatic technologies, its members are increasingly concerned that their media agencies are not doing enough to promote transparency with regard to their media management practices. Accordingly ISBA is now acting to bolster levels of education.

According to ISBA’s director of media and advertising Mark Finney, high attendance numbers at its events focusing on programmatic advertising are indicative of the levels of interest in the use of such technologies.

Moreover ISBA members are increasingly perplexed at the ever-increasing complexity of the adtech ecosystem, especially when it comes to issues such as whether or not their ads are actually viewed by humans, click fraud and ad misplacement.

Mr Finney reveals that “ISBA members are also worried about their media agencies’ lack of transparency, with agency trading desks acting as both agent and vendor and the whole issue of rebates. This problem is exacerbated by incomplete disclosure on the part of media agencies regarding their media management practices.

Concludes Finney: If they [media agencies] made more effort to demystify their processes it might make advertisers less inclined to mistrust.”

Read the original unabridged TheDrum.com article.

[Estimated timeframe:Q3 2016]

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=6987

Consumers Are Disrupting the Advertising World, Claims IAB

Trend Summary: According to the US Internet Advertising Bureau the era of people-centric advertising has arrived.


Hyping next week's 2016 IAB MIXX Conference, the US Internet Advertising Bureau [IAB] claims that "consumers are disrupting the advertising world", citing one of the tech industry's favorite terms. For digital advertisers, this may seem like a difficult fork in the road and ....

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... it is.

But the IAB also sees consumer disruption as an opportunity for marketers to look at themselves honestly and fully: "To deeply reflect on our practices, methods and technologies in order to come together and chart the best path forward as a community."

Programmatic commands the majority of digital adspend, effectively bringing about the marriage of creative and data.

Despite programmatic's lack of sexiness, it's a sophisticated way to target consumers across ad formats, channels and devices. As an industry, we've spent the last decade building programmatic buying and targeting foundation.

Now, however, how does the ad industry make room for storytelling, and how do we create and deploy compelling storytelling at scale? How do we build out the creative tools and services for the programmatic ecosystem? And how do we continue to pave the way for higher function buying?

Concludes the IAB: "Despite its lack of sexiness, programmatic is a sophisticated way to target consumers across ad formats, channels and devices".

Read the original unabridged AdWeek.com article.

[Estimated timeframe:Q3 2016]

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

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6978

New Software Enables Marketers To Spy On Rivals

Trend Summary: London headquartered marketing analytics specialist Ebiquity has launched a new global advertising intelligence platform.


The new platform, branded Ebiquity Portfolio, enables marketers to view, sort and analyse competitor's advertising creative work and expenditure. The platform will initially be released to more than 120 companies, spanning fifteen European nations and up to ...

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... eighty territories worldwide.

The service features new charting and presentation capabilities, automated report functionality and an improved user interface.

Ebiquity is also looking to test a new methodology for capturing digital advertising through the platform which will distinguish between direct and programmatically-bought ads both on desktop and mobile media. It will also capture HTML5, rich media, embedded video, and track behaviourally targeted ads.

Read the original unabridged TheDrum.com article.

[Estimated timeframe:Q3 2016]

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=6975



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