190 Marketing Trends found for Agencies


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Media Buyers Fear GDPR Will Make 43% of Consumer Targeting Data Unusable

Trend Summary: US media buyers fear the EU's General Data Protection regulations [GDPR] will render 43% of consumer targeting unusable.


A survey of top US media buyers and planners at thirty two major media agencies, conducted by contextual targeting platform Vibrant reveals that buyers fear ... 

[Estimated timeframe:Q1 2018]

... their clients’ consumer data will become unusable because of the new regulations.

The average of all buyers' responses was 43%, with the highest response notching 85%.

Two-thirds of survey respondents agreed that the effect of GDPR will be to do more contextual targeting, while 26% were neutral and only 8% disagreed.

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: https://marketingtrendtracker.com/article.aspx?id=7390

Amazon Muscles In On Madison Avenue

Trend Summary: Amazon has invaded the advertising business, recording a profit of $1bn for it's second straight quarter.


There's an icy wind pervading Madison Avenue's ad agencies following Amazon's invasion of America's ...

[Estimated timeframe:Q1 2018]

... advertising agencies.

Amazon attributed some of its profit performance to its move into the USA's thriving advertising business.

The company’s “Other Revenues,” ie advertising, grew over the quarter by a massive 39% to $2.03bn.

Chief financial officer Brian Olsavsky described Amazon's high-margin advertising unit as a “multi-billion dollar program”, adding that the main goal of the company's invasion of the US ad industry is to help its customers discover new brands and products.

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: https://www.wsj.com/articles/cmo-today-amazons-booming-ad-business-pepsico-plans-cola-ad-blitz-u-k-lawmakers-grill-facebook-1524830145
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=7371

Brands and Agencies Want Results From AI -- Not a "Calgon Moment"

Trend Summary: Here's What marketers want from AI platforms?


De-stressing marketers and their ad agencies from the day-to-day complexities of marketing strategies might be a noble [if unachievable] goal despite which it remains  a ...

[Estimated timeframe:Q1 2018]

... secondary concern when it comes to adopting AI.  

When the first scalable artificial intelligence marketing solutions came to market in 2016, brands adopted them more quickly than agencies.

However, neither brands nor ad agencies rushed to embrace AI because of its shiny packaging.

A meagre 11% response to peer pressure of brand respondents, plus just 8% of ad agencies, explored AI because they wanted to try the latest new marketing tool or exotic technology.

Be that as it may, seven out of ten respondents [brands and agencies] cited “increasing the value of our marketing investment” as a key motivating factor for adopting AI.

Brands, which have greater impetus to control costs [they can’t be passed along to clients] were especially keen on this reason: 83% of respondents, compared with just 58% of agencies, cited cost containment as an important factor.

For agencies, increasing campaign productivity [making themselves look good to clients] moved the needle, while 33% investigated AI systems because their current manual and/or technology-aided efforts had flatlined.

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: https://marketingtrendtracker.com/article.aspx?id=7351

Madison Avenue In Turmoil as Marketers Demand Change

Trend Summary: The world’s largest marketers are taking aggressive steps to change how they buy ads.


According to the Wall Street Journal adland is currently in turmoil as marketers demand change, triggering upheaval across the ad industry. Leading the herd is P&G's Chief Brand Officer Marc Pritchard who has been pushing ...

 

[Estimated timeframe:Q1 2018]

... the digital titans to prevent ads from appearing adjacent to controversial content.

According to Mr Pritchard, P&G has slashed spending on digital advertising by more than $200m last year, after a recent push for more transparency had revealed such spending to be largely wasteful.

It's no surprise therefore that WPP PLC, the world’s largest ad agency conglomerate, earlier this week logged its worst performance since the financial crisis, posting a decline in net sales and projecting zero growth in 2018.

These developments highlight the fallout as marketers reassess their relationships with ad agencies and big tech companies like Facebook and Google.

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: https://marketingtrendtracker.com/article.aspx?id=7327

FMCG Titans Plan Night of the Long Knives

Trend Summary: P&G plans to further reduce ad agency and production fees by $400m by 2021.


According to P&G's Ceo David Taylor, that’s in addition to the $750m the consumer-goods giant has already axed over the past three fiscal years. Moreover, Mr Taylor also plans to ... 

[Estimated timeframe:Q1 2018]

... further reduce the number of ad agencies with which it currently works. 

Cynics say that axeman Taylor also wants the remaining agencies to work out of the goodness of their hearts!

The report also suggests that P&G's main rival, Unilever, has likewise embarked on a cost-cutting drive.

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: https://marketingtrendtracker.com/article.aspx?id=7324

Video Ads Are Changing Both For Viewers and Advertisers

Trend Summary: The video experience is changing in almost every way both for viewers and advertisers.


According to GroupM's latest State of Video report, video content is no longer constrained by schedules, location, or devices. Among the 48-page publication's key findings is that almost none of ...

[Estimated timeframe:Q4 2017]

...  these changes benefit the original advertisers who helped build the television economy in return for the brand-competitive advantages accruing from reach, scarcity and high barriers to entry.

Consequently advertisers, both traditional and new, must re-think audiences and use advanced segmentation; more traditional variations were once the keystones of mass marketing.

Comments report co-author Rob Norman, chief digital officer" at GroupM: "Our observations on the challengers to TV were somewhat predictable".

"The value of video maybe higher to consumers than advertisers but it’s clear that advertisers who make platform specific assets for relevant products will be most likely to succeed."

Read the original unabridged GroupM 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: https://www.mediapost.com/publications/article/310138/groupm-explores-state-of-video-advertising.html
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=7264

Consultancies, Publishers and Tech Firms Threaten Ad Agencies In Asia Pacific Region

Trend Summary: Consultancies and publishers are disrupting the advertising agency model in Asia Pacific.


According to a two-part series sponsored by UK based ad trade trade journal The Drum, management consultancies, publishers and technology firms are starting to offer their clients ...

[Estimated timeframe:Q4 2017]

... digital marketing and advertising services in the Asia Pacific region.

This trend has seen traditional ad agency businesses experiencing  major disruption over the past couple of years, as management consultancies, technology firms and publishers have started to offer digital marketing and advertising services to their clients, either by acquiring creative and digital shops or setting up a dedicated advertising arm. 

Apparently these major consultancies are surprisingly shy when quizzed about this trend - among them EY, KPMG, Deloitte, Accenture and Boston Consulting Group.

Less coy about sharing their thoughts on the subject, however, were McKinsey, PwC, IBM, Bloomberg and The New York Times.

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: https://marketingtrendtracker.com/article.aspx?id=7263

Uncertainty Drives UK Marketers Into Short Term Spending Strategy

Trend Summary: UK marketers lean towards short-term spending strategy.


Uncertain economic conditions in the UK are driving marketers to shift budgets into activation and digital advertising according to the  latest ...

[Estimated timeframe:Q3 2017]

...  Bellwether Report released today by UK advertising body, the Institute of Practitioners in Advertising [IPA].

The report for Q2 2017 is based on data drawn from a panel of three hundred UK marketing professionals, revealing that UK marketers have upwardly revised their internet budgets to the greatest extent since Q3 2007.

The increase in internet budgets fuelled growth in overall marketing budgets, which registered a net balance of +13.1% in Q2, compared to +11.8% in Q1.

Main media advertising also grew, although to a slightly softer degree than in the preceding quarter (net balance: +9.8%, down from +10.7%), as did PR (+2.1%) and events (+2.1%).

Other areas saw reduction, most notably sales promotions, which recorded a net balance of -10.7%, down on the previous quarter’s +1.2%. Reductions in budgets occurred in market research (-6.2%), direct marketing (-4.7%) and ‘other’ (-2.6%).

According to Paul Bainsfair, Director General of the IPA: “The election result has thrown further uncertainty into an already volatile environment".

“Specifically for marketers this has meant a desire, where possible, to seek out more activation-driven advertising. As evidenced strongly in this latest Bellwether Report, this has resulted in a further move towards advertising in the digital space.”

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: https://marketingtrendtracker.com/article.aspx?id=7230

Mobile Devices Will Be Prime Drivers of Online Video Viewing in 2017

Trend Summary: Online video viewing worldwide will rise by 20% in 2017.


According to London headquartered ad agency Zenith’s Online Video Forecasts for 2017, published today, consumers worldwide will this year spend an average of  ...

[Estimated timeframe:Q3 2017]

...  47.4 minutes daily viewing videos online, a significanr increase from 39.6 minutes in 2016.

The increase will be driven by a 35% increase in viewing on mobile devices (smartphones and tablets) to 28.8 minutes daily, while viewing on fixed devices (desktop PCs, laptops and smart TVs) will rise by just 2% to 18.6 minutes a day.

This is the third edition of Zenith’s annual Online Video Forecasts report. It contains historical data and forecasts of online video consumption and advertising, together with commentaries on the development of individual markets by local experts.

This year’s edition covers 63 key markets, up from 57 last year. By "online video" Zenith means all video content viewed over an internet connection.

This also includes broadcaster-owned platforms such as Hulu, and ‘overthe-top’ subscription services like Netflix, as well as video-sharing sites like YouTube, along with videos viewed via social media such as Facebook.

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: Zenithmedia.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=7228

Vast Data Troves Yield Only Minor Growth In Buying Efficiency

Trend Summary: A majority of marketers worldwide believe there will be growth in their categories this year.


According to a report recently released by Publicis Group owned ad agency Zenith,  a survey of 158 of its worldwide clients reveals that while expanding data pools have helped to glean improved consumer insights, data has not ... 

[Estimated timeframe:Q2 2017]

... so far helped much on ad buying efficiency or brand growth.

In the survey — conducted by the same Global Intelligence team that undertakes the agency’s spending forecasts — clients were asked how confident they were that their business categories would experience growth this year.

Each category was then ranked on a scale of 0 to 100, where 100 means everyone surveyed in their category expects substantial growth, and 0 means that all surveyed expect substantial decline.

A rank of 50 means the average expectation is for no growth.  

The highest confidence rating appeared to be in the Media & Entertainment category, indexed at 82.1, followed by Pharma/healthcare (70.3), Alcohol (70), Luxury (67.6) and Beauty (67.2).

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: https://marketingtrendtracker.com/article.aspx?id=7204



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