78 Marketing Trends found for Economic/Political / Regional


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European Ad Industry Bullish About 2017

Trend Summary: New data reveals that confidence levels in the European advertising and marketing industry are getting stronger.


The latest European Advertising Business Climate Index, compiled by the European Association of Communications Agencies [EACA] reached a figure of ...

[Estimated timeframe:Q1 2017]

... +19 in January 2017.

This trend represents a modest increase from the October 2016 level of +16, but is significantly up on the +7 registered last July.

EACA noted that the British ad sector in particular seems to be on a recovery path after the Brexit vote, as the confidence index rose sharply from +4.1 in October 2016 to +38.7 in January 2017.


The latest Expenditure Report from Warc, in conjunction with the UK Advertising Association, indicates that adspend is encouragingly on the increase, with third quarter spending up by 4.2% to break £5bn, while full-year spending is expected to increase by 4.4% to reach £21bn for the first time.


Across Europe, the German (+48), Croatian (+36) and Swedish (+33) markets also recorded high levels of business confidence in the EACA index, which is based on monthly data collected by the European Commission from 43,000 companies.

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=7097

Digital Media To Boost US Adspend to $548.2bn in 2016

Trend Summary: Digital Media is propelling the US advertising market towards a record $548.2bn this year.


Global media network Carat today published its updated forecast for worldwide adspend, revealing a positive outlook for the global advertising industry in 2016 through 2017, primarily thanks to ...

[Estimated timeframe:Q3 2016]

... the ongoing upsurge of digital.  

Based on data received from 59 markets across the Americas, Asia Pacific and EMEA, Carat’s latest global forecasts show that advertising spend will reach US$548.2bn in 2016, accounting for a +4.4% year-on-year growth.

The healthy outlook is fuelled by a buoyant 2016, marked by high-interest media events including the UEFA EURO championship, the Rio 2016 Olympics and Paralympics, as well as the upcoming US presidential elections.

In 2016, Carat expects a positive outlook for most regions with particularly robust growth in North America (+5.0%) and strong recovery in Russia (+6.2%), countering lower expectations in some markets.

The USA continues to show positive market confidence with forecasts revised up to +5.0% as the US presidential elections alone are expected to generate US$7.5bn of incremental spend.

Despite a slight moderation following the UK's Brexit referendum, Britain continues to be the largest advertising market in Western Europe, with positive growth of +5.4% expected in 2016, exceeding the average rate of +2.9% in the region. Advertising forecasts are also set to remain strong in Latin America and Asia Pacific, with +10% and +3.9% growth respectively in 2016, despite Brazil’s lower expectations and China’s adjustments to its ‘new normal’ economic landscape.

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: https://marketingtrendtracker.com/article.aspx?id=6980

EU Puts the Squeeze on Tax Avoiding US Tech Titans

Trend Summary: The EU announced yesterday its intention to rein-in the alleged tax evasion excesses of US tech giants.


The European Union this week revealed that Apple Inc owes approximately €13bn [$14.5bn] in what it politely calls "uncollected taxes" over the past decade. The move represents a new high-water mark in the bloc’s efforts to rein in the ...

[Estimated timeframe:Q3 2016]

... alleged tax-evasive excesses of American tech giants.

The EU's move is just the first shot in what is expected to be a busy autumn for European officials, who are pushing forward a raft of regulations and investigations aimed at altering the behavior of a cadre of US-based internet superpowers. The moves are supported by a host of players—from EU regulators in Brussels to a bevy of national authorities across the continent. They are targeting areas ranging from personal privacy to anti-competition issues.

In coming weeks, EU bodies plan to debate new telecom rules that could expand to cover services like WhatsApp, proposed legislation to push news aggregators to pay newspapers for showing snippets of content, and potential audiovisual rules that would force companies like Netflix Inc to finance European movies.

At the same time, authorities in capitals like Brussels, Paris and Berlin are pursuing investigations involving big companies like Google, Amazon and Facebook, concerning alleged tax avoidance, anticompetitive behavior and privacy concerns.

“It’s an avalanche coming,” says James Waterworth, vice president for Europe at the US-based Computer & Communications Industry Association, a lobby group that represents Amazon, Facebook, Google and Netflix. “There’s a political sense from some camps that these big, extraterritorial companies are getting away with things that need to be addressed.”

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=6969

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: https://marketingtrendtracker.com/article.aspx?id=6950

Global Marketing Growth Continues to Expand

Trend Summary: Global marketing activity is growing steadily at close to a constant rate over the last few months.


The Headline Global Marketing Index [GMI] for February, published by London headquartered World Economics, registered a value of 54.8, unchanged on its value for January. All regions experienced growth in marketing activity, albeit at ...

[Estimated timeframe:Q1 2016]

... very different rates.

The recorded index values for the Headline GMI were up by 0.7 in Europe, largely stable in the Asia-Pacific area and slowed by 0.5 in the Americas.

In February, the global survey showed that the allocation of marketing budgets to TV continued to fall with an index value of 49.5, virtually unchanged on the previous month.

This was the fifteenth consecutive month in which the value of the global TV index was under the 50 ‘no-change’ level, indicating month-on-month falls in global TV budget share.

Digital and Mobile advertising also continued to rise rapidly on a global level, with very robust index values. Both media rose strongly across all regions expanding their share of advertising budgets.

In Europe, in contrast to the global trend, the resources devoted to TV grew with the index recording a 0.5 increase, up on the previous month. This is the fifth consecutive month that Europe has seen a rise in the growth rate of television.

In the Asia-Pacific region and in the Americas spending on TV both fell for another month.

Commenting on these trends, World Economics CEO Ed Jones said: “The Headline Global Marketing Index reading for February indicates that marketing budgets are growing strongly in Europe, but are declining in the Asia-Pacific region and in the Americas. The allocation of budgets to traditional media continue to suffer from the rapid expansion of spending on Mobile and Digital media.”

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: https://marketingtrendtracker.com/article.aspx?id=6841

European Marketing Activity Outpaces Asia and the Americas

Trend Summary: The Global Marketing Index [GMI] for November, published today, registered a value of 54.9, down by 0.3 on its value in October.


The Index, published monthly by London based World Economics, reports that marketers are continuing to experience solid business activity across the world at a steady pace. Buoyant marketing activity was recorded in Europe (58.8) but more muted growth was reported in ...

[Estimated timeframe:Q4 2015 onward]

Asia-Pacific (53.7) and the Americas (51.1) regions.

Europe was the only region to report a slight acceleration in the rate of growth in marketing activity with a rise of 0.2 in the Index value for November.

In keeping with the trends of the headline GMI, panellists reported that the index for Trading Conditions continues to be very favourable in Europe while conditions in Asia-Pacific held strong. However, the Americas continued to report a general slowdown in the rate of growth.

The Index for Trading Conditions in the Americas reached a peak of 62.0 in June 2014, it has exhibited a slowing trend for the past 17 months to reach 53.2 in November.

Comments World Economics ceo Ed Jones: “The Global Marketing Index reading for November indicates that marketers in Europe are leading the way by signalling buoyant levels of business activity."

"The Asia Pacific region has seen slow but consistent levels of growth, whereas the Americas are continuing to experience a long slowdown with marketing budgets being cut at the fastest pace in over four years.”

Read the original unabridged GMI report.


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

Source: World Economics.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6775

B2B eCommerce Revenues Forecast to Hit $1.1 Trillion by 2020

Trend Summary: Business-to-business e-commerce sales in the USA. will grow from $780bn this year to an estimated $1.1 trillion by 2020.


A new report from Forrester Research predicts that over the next five years e-commerce will account for 12.1% of all business-to-business [B2B] sales in the USA - an increase on this year's 9.3% growth. It's a marketing trend likely be replicated throughout the developed  world. According to the report's author, principal analyst Andy Hoar there are ...

[Estimated timeframe:Q2 2015 - Q4 2020]

... two types of B2B buyer.

Firstly there are empowered end users who personally buy their own travel, print and IT materials, likewise client entertainment and other home office overheads, then charge these expenditures back to their company.

Alternatively, there are full-time professional buyers who purchase all of their company's requirements en masse.

The Forrester study found that 74% of B2B buyers research approximately 50% of their work purchases online, while 30% of B2B buyers transact at least half of their work purchases online.

By 2017, Forrester expects that around 56% of B2B buyers will complete at least half of their business purchases online.

Comments Forrester's Andy Hoar: "We are also seeing companies moving offline-only customers online, because it's less expensive to support them."

The report also notes that one of the fastest-growing segments in B2B e-commerce is electronics, particularly among engineers who now buy such products online.

Read the original unabridged AdAge 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: https://marketingtrendtracker.com/article.aspx?id=6650

Internet's Freedom Under Threat, Warns Guru

Trend Summary: Tech pioneer Vint Cerf, who helped launch the Internet whilst at DARPA in the early 1970s, warns that Internet freedom is at risk.


Addressing a panel at Columbia University’s School of International and Public Affairs last week, Internet pioneer Cerf - a former member of DARPA, the US goverment agency responsible for the development of emerging military technologies  - warned that political and technological forces now threaten ...

[Estimated timeframe:Q2 2015 onward]

... universal internet access and integrity.

These are values which Mr Cerf describes as the very foundation of the Internet. 

During the conference sponsored by Columbia University and the Global Commission on Internet Governance and Cybersecurity, Mr Cerf opined: "In my view, fragmentation is destructive of the basic functioning of the Internet. Fragmentation would be a terrible outcome and destroy value."

He also urged his audience "We have to work to make sure there is no reason to fragment."

Cerf continued: "In Europe, companies such as Google Inc face new government imposed limits on search. In Germany and elsewhere, there’s been a movement toward local storage of data and national forms of email. There are calls for “multi-stake holder” approaches to Internet governance that can be at odds with the free-wheeling regimes emanating from of the USA.

In an interview after the panel session ended Mr Cerf said: “There’s a tension there. This debate will probably continue for a while.”

“We are seeing a reaction, of course, to what happened with the NSA [vis-a-vis its spying on other nations] in Europe and other parts of the world”, whilst noting: “That problem is starting to dissipate, assuming Congress has done what it appears to be doing, which is to contain a certain amount of zeal in data collection, to say nothing of what the private sector is doing as well by using more cryptography.

That will probably draw Europe and the USA somewhat closer together. My thought? Let this digest a big longer.”

While for readers who enjoy collecting pompous and slightly ridiculous job titles, Mr Cerf is these days enshrined at Google as 'Chief Internet Evangelist' .

Read the original unabridged Blogs.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: Blogs.wsj.com.
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6599

EU Commission Launches Probe into Practices of Online Giants

Trend Summary: Following the EU’s announcement of it’s new digital strategy, US online giants such as Google and Amazon could face an anti-trust probe. 


The announcement coincides with the European Commission’s presentation of its new digital strategy and the launch of an enquiry into the trade bloc’s e-commerce sector. Primary candidates for scrutiny are internet titans Google, Amazon and Facebook, especially the manner in which they have …  

[Estimated timeframe:Q2 2015 onward]

... used their influence and power in the European market.

The outcome of the probe will determine whether these companies have to be regulated more tightly. 

The inquiry will focus on the transparency of search results and pricing policies, how online platforms use the data they obain, their relationships with other businesses and how they promote their own services to the potential disadvantage of competitors.

The investigation was announced as part of the EU's Digital Single Markets Strategy, unveiled earlier this week by Commission Vice President Andrus Ansip.

According to Mr Ansip, the strategy will "prepare Europe to reap the benefits of a digital future" and "give people and companies the online freedoms to profit fully from Europe's huge internal market."

The proposals were welcomed by European Commission president Jean-Claude Juncker.

Read the original unabridged DeutscheWelle.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: DeutscheWelle.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6593

EU to Curb Google's Advertising Dominance

Trend Summary: European Union regulators clamp down on Google, Facebook and other US invaders of personal privacy.


Last week Google became the latest (and arguably the hardest hit) of major US online businesses trading within the European Union, following the latter's decision to investigate Larry, Sergei and Eric's monolithic monster on allegations of anti-trust practices, specifically its ...

[Estimated timeframe:Q1 2015 onward]

... favouring, to the detriment of rivals, of Google's own web properties in search results .

Another of Google's current practices under investigation by the EU is the delivery of instant product reviews, thereby diverting traffic away from rivals such as Yelp.

According to an article by Garrett Sloane in today's AdWeek.com, punitive action by the EU could force Google to change its search tactics. Additionally, the probe could also veer into other aspects of its business that impact upon advertising.

Back in 2013, when the US Federal Trade Commission conducted a full investigation into Google's alleged business practices, the commissioners declined to label Google a search monopoly whilst, nevertheless, continuing to maintain a close watch on the company's commercial behaviour. 

Said FTC Chairman Jon Leibowitz: “The changes Google has agreed to make will ensure that consumers continue to reap the benefits of competition in the online marketplace and in the market for innovative wireless devices they enjoy.”

It appears that the EU is now adopting a similar stance.

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: https://marketingtrendtracker.com/article.aspx?id=6568



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