387 Marketing Trends found for Research / Media research


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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 ...

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... 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.

[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: 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 ...

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... 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.

[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: 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 ...

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... 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.

[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: 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 ...

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... 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.

[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: 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 ...

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... 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.

[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: 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 ...

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... 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.

[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=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 ...

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... 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.

[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: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6949

Agency Creatives Fail to Understand Programmatic Ads

Trend Summary: A survey of UK ad agency creatives reveals that many still don't understand exactly what programmatic advertising is.


According to a survey released today by ad-tech company Turn, a sample of over 200 UK ad agency creatives reveals that only 59% of respondents from large agencies have worked on programmatic campaigns. What's more, a meagre 11% of small agencies were even ...

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... confident that they knew what "programmatic" means.

Turn also found that when it comes to data exchanged between brands and their agencies, there's a gap between what creatives want and what they get. 

Moreover, just over a third (35%) of the agency creatives surveyed complained that they are not getting access to the data they need from brands, while another 29% said they're not getting the data they need from media planning agencies.

Richard Robinson, Turn's managing director of Europe, the Middle East and Africa, said he decided to conduct the study after hearing a plethora of anecdotes about the disconnect between brands, their data and their agencies.

"I kept on coming up against this issue where there was a feeling with brands that perhaps creatives didn't understand the role of programmatic, the value of real-time data and how it could help or enhance the end-game of user experience," Mr Robinson reveals.

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=6940

US Programmatic TV Spend Set to Hit $4.43 Billion By 2018

Trend Summary: Programmatic TV spending in the USA in 2016 is predicted to more than double last year's figure.


Programmatic TV [automated live TV advertising software] expenditure] in the USA will, however, continue to represent only a minute segment of overall spending over the next few years according to ...

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... US ad trade journal MediaPost.

Estimates are that programmatic spending on cable, satellite and telco platforms will grow by a massive 127.8% to $710 million this year, predicts independent market research company eMarketer.

The researcher also predicts that programmatic volumes will more than double in 2017 reaching $2.16bn, repeating that gain to $4.43bn in 2018.

Comments Martín Utreras, eMarketer forecasting analyst: "We expect national and local players to take a conservative approach at releasing inventories programmatically, amid fears they could cannibalise their inventory.”

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q2 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: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6921

Marketers Urged to Rethink Messaging App and Chat Bot Usage

Trend Summary: Human-centric customer experience is essential as data and automation increasingly drive brand-customer interactions.


According to Holly Joshi and Niklas Zillenger, senior marketers at SapientNitro Australia, a careful balancing act is necessary given the popularity of messaging apps, while for brands chat bots inserted into messaging apps are set to dramatically ...

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... change the marketing game.

Joshi and Zillerger posit that not only will opportunities for consumer engagement provided by messaging apps force brands to put the customer journey at the core of their personalisation effort, marketers will require a fundamental strategic rethink for many brands.

Says Ms Joshi: "Audiences and segmentation really change. Background infrastructure, data layers and your data management platforms are going to become even more complex and even more necessary."

She added that: "You're actually going to have to start thinking about tracking individual conversations." Warned Mr Zillenger: "From an experienced design perspective, this renders a lot of tools that we use at the moment on a daily basis absolutely useless."

Read the original unabridged Warc.com article.

[Estimated timeframe:Q2 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=6919



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