390 Marketing Trends found for Research / Media research


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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 ...

[Estimated timeframe:Q3 2016]

... 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.


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 ....

[Estimated timeframe:Q3 2016]

... 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.


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 ...

[Estimated timeframe:Q3 2016]

... 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.


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

High Ad-Fraud Rates Beset Google and Microsoft Browsers

Trend Summary: Ad fraud activity is highest on certain browsers made by Microsoft andGoogle.


According to  FraudLogix, a Florida-based provider of fraud solutions for the supply side and DSPs [digital signal processors] in the programmatic advertising industry, fraudsters can easily manipulate consumers ...

[Estimated timeframe:Q3 2016]

... web browser software for criminal financial gain.

This is achieved by infecting browsers with malicious code and forcing them to load certain webpages. For advertisers this is bad news, since they can end up paying for ads which are never actually seen by real people.

To examine the role of browsers in this process, FraudLogix examined a sample of 135 million individual online ad impressions over a seven-day period in July, and analysed the browsers to which the ads were served. The company also tracked the portion of those ads its technology deemed as delivered to “non-human” or “bot” traffic.

Unsurprisingly given their dominance of the market, the browsers in which the most fraudulent impressions were loaded were versions of Microsoft’s Internet Explorer and Google's Chrome

Unsurprisingly, however, Microsoft and Google each questioned FraudLogix’s methodology, claiming that it isn’t possible to accurately measure fraud at the browser level.

A statement issued by Microsoft claims: “Bots and malware often forge user agent strings to produce “fake” traffic, which can’t be attributed to a particular browser.” 

Google, likewise, wasn't taking these criticisms lying down. In a statement the Mountainview mammoth declared: “When malware infects someone’s device or web browser in general, the infected machine may act as a fraudulent bot impersonating any browser, even if it isn’t installed on the infected machine. As a result, we’ve found that measuring ad fraud per browser has not been a helpful way of understanding this issue.”

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=6974

Despite Barriers Programmatic TV Notches Growth Trend

Trend Summary: The programmatic TV [PTV] ecosystem is growing, but a number of barriers are inhibiting its wholesale adoption.


According to New York based market research company eMarketer the PTV market is expected to grow from $706m in 2016 to $2.160bn (3% of the American TV market) in 2017 and up to $4.428bn (6% of the market) by 2018. Growth is there, although ...

[Estimated timeframe:Q3 2016]

... barriers are holding PTV back.

Not least the widespread concern that PTV will rip control away from suppliers and force CPMs down.

This controversial issue was discussed by independent ICT consultancy 4C who interviewed brands, media buyers, planners and sellers in a bid to narrow down the difficulties in adopting PTV to three main issues. These are:

  • Apprehension from career TV professionals
     
  • Confusion about what PTV actually is and a lack of infrastructure needed to run PTV,
     
  • Arguably the most important issue of all - apprehension by suppliers that the adoption of PTV would significantly lower CPMs.

Brett Adamczyk, vice president of business development and strategy at Videa is bullish over PTV: “Programmatic TV is definitely a more efficient way of buying, especially if the whole process becomes automated."

"However, it is still in its infancy, as both buyer and seller behaviors need to be changed. In an industry like TV which has had the same processes in place for a very long time, that can require a few years.”

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=6973

Social Media Now Best-Performing Mobile Marketing Channel

Trend Summary: Social media advertising on mobile devices is experiencing a surge in response rates year on year.


According to 2016 Response Rate Report recently published by the American Direct Marketing Association [DMA], social media advertising on mobile devices is experiencing a year on year ...

[Estimated timeframe:Q3 2016]

... surge in response rates.

The survey found that 91% of marketers, suppliers and agencies are achieving the same or higher click-through rates on mobile devices as on desktops, performing stronger than search, display and email.

The report also reveals impressive spikes in year-on-year response rates across social media, email, display and search marketing.

Comments Neil O’Keefe, the DMA's SVP of CRM & Member Engagement: “These numbers demonstrate that the power of data is driving impressive industry growth and personalised, relevant customer experiences across channels.”

Moreover, says O'Keefe: “The DMA’s 2016 Response Rate Report found recorded increases in click rates and conversion rates across nearly every channel surveyed. With the use of data to drive efficient targeting and placement and increased data science skills across the marketing ecosystem, these numbers will only continue to grow, saving marketers money on their marketing spend and driving efficiencies in the marketplace.”

The report is based on data from an online survey conducted between April 2016 and June 2016.

Read the original unabridged DMA.org 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: DMA.org
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6957

New Technologies Boost Local And Regional Newspapers

Trend Summary: New technologies and revenue sources provide hope for local and regional newspapers.


Overall confidence in the sustainability of the US local and regional newspaper industry has remained virtually static since last year, despite which 33% of American publishers believe that ...

[Estimated timeframe:Q3 2016]

... the industry is getting healthier.

Their new found confidence is probably based on new technologies, new ways of thinking about their business model and the new sources of revenue available thanks to digital and social products and services.

According to Gregory J Osberg, founder/ceo of Revlyst, a company specialising in client acquisition for early stage startups: "The main benefit that newspaper content provides is a high level of journalistic integrity, credibility and quality.

"Consumers are tired of clickbait content, seeking instead more locally-focused stories. Only newspapers have the resources and editorial knowledge to provide that level of local content.”

Revlyst reports that a massive majority (87%) of publisher respondents rank print ads and classifieds as "very important" to revenue generation.

Subscriptions and websites were ranked as second and third in importance, with 74% and 64%, stating the websites to be "very important" to revenue generation.

Conversely, respondents ranked video as the least important to revenue, with 60% stating it was not important.

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=6955

Global Programmatic Auctions Rise 151% In Q2

Trend Summary: Programmatic auction volume rose a significant 151% year-on-year worldwide.


Accordant Media’s Q2 2016 Programmatic Media Market Pulse report reveals that exchange-traded inventory in North America rose 103% year-on-year and 27% quarter-over-quarter. According to the company's Ceo and co-founder Arthur Muldoon: “We have seen a significant number of brands ...

[Estimated timeframe:Q3 2016]

... migrating their campaigns to programmatic channels over the past year.”

Mr Muldoon added: “Premium supply has increased, and the benefits of programmatic buying on operational efficiency are increasingly apparent”.

The report also highlights a robust increase in mobile programmatic advertising, with the 320x50 mobile leaderboard unit accounting for 13% of all programmatic ads in second-quarter 2016, even including desktop-sized units.

While average CPMs are up 10% in North America year-on-year, CTRs [click-through rates] are down 4%. Muldoon attributes this decrease in CTRs to the fact that “marketers are no longer as interested in clicks as they are in conversions.”

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=6952

Mobile Advertising Budgets Set to Soar

Trend Summary: The vast majority (91%) of marketers across EMEA plan to increase their mobile advertising budgets over the next twelve months.


Nearly half of the survey sample [45%] expect mobile advertising growth to exceed 25%, according to a new industry survey. The survey, conducted by the Mobile Marketing Association in partnership with Warc, polled 378 marketing and advertising professionals from forty-two markets across ...

[Estimated timeframe:Q3 2016]

... the EMEA region.

As a snapshot of the current state of thinking about mobile marketing among industry practitioners, the survey also revealed respondents' views about the most significant trends as well as the main barriers holding back mobile from further growth.

Almost two-thirds [62%] of the EMEA survey sample said they currently allocate less than 10% of their budget to mobile. However, more than a quarter [28%] spend between 11% and 25%, while another 10% spend more than 26%.

Moreover, respondents expressed keen interest in mobile video and location-based data, given that these two formats will be used over the coming year by 65% and 56% respectively.

Respondents also identified telecoms, travel, drink, retail and finance as the most innovative categories for mobile marketing, while nearly half expected mobile wallet, virtual reality and augmented reality to gain prominence over the coming five years.

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=6950

eMail Deliverability Rates Plunge Worldwide

Trend Summary: US eMail deliverability declines as global rates also stagnate.


More than a quarter of promotional emails sent in the United States fail to reach their intended recipient, according to the annual email deliverability report published by ...

[Estimated timeframe:Q3 2016]

... multinational eMail data solutions provider Return Path.

Only 73% of promotional emails sent by American email marketers reach the correct inbox - 6% below the global average.

The benchmark report estimates that the global email deliverability rate is 79%, indicating that 21% of all email marketing messages fail to reach their intended recipients.

Return Path analysed a representative sample of more than 2.5 billion promotional emails despatched over the period April 2015 - June 2016 and across more than 140 global mailbox providers in the firm's annual email Deliverability Report. Spam trap emails and missing emails were included in the deliverability statistics.

Global email deliverability rates remain unchanged since Return Path released its 2015 benchmark report. Although global inbox placements also remain unchanged, Return Path spotlights the growth and/or recession of country-specific deliverability rates.

Australia and the United Kingdom notched the highest inbox placement rates worldwide, with 90% and 88% of emails respectively reaching their intended recipients.

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=6949



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