66 Marketing Trends found for Media / Out-of-home


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Outdoor Digital Advertising in UK Gets Smarter

Trend Summary: Out-of-home advertising in the UK has registered huge growth in 2015, prompting a rise in spend in the channel.


According to ad trade magazine Marketing Week, the evolution of out-of-home [OOH] advertising is set to continue throughout 2016, with the introduction of automated buying via a 10-digit code that enables automated trading of digital billboards between ...

[Estimated timeframe:Q4 2015 onward]

... media agencies and site owners.

According to the UK's marketing body for the industry, Outsmart (previously known as the Outdoor Media Centre) the 10-digit code allocator, named 'Space', will reduce the number of human input hours formerly devoted to OOH ad trading and planning.

Says Alan Brydon, Outsmart's ceo: “Instead of humans having to do hours [of work], machines can talk to each other and do the same work more quickly”.  

“In any business, if you can get the functional stuff out of the way, your talented people can spend more time doing what is important – having good ideas and working with customers to get better solutions.”

Another innovation announced this month is from Ocean Outdoor, which is gearing up to launch another trading system, The Loop Live, in 2016. This enables brands to buy OOH advertising by the number of ‘impacts’. Advertisers will be able to decide on the audience, time and locations and, using that data, Ocean’s system will optimise the campaign across screens.

The Outsmart system will be rolled-out to twenty double-sided digital screens in twelve locations in Birmingham's city centre, providing full-motion, real-time ad placements. They are also fitted with cameras and NFC [Near Field Communication] technology. The trading system will also be available for other Ocean Outdoor sites known as The Grid, which consists of eight digital screens in six cities.

Read the original unabridged MarketingWeek.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: MarketingWeek.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6752

US Outdoor Media On Digital Growth Curve

Trend Summary: Q4 earnings by outdoor advertisers furnish further evidence that marketers continue to invest in billboards, transit ads and digital signs.


While traditional media in the USA are experiencing a decline in ad revenues as consumers increasingly spend more time on digital platforms, out-of-home media has been largely resilient thanks to its much-vaunted ability to reach mass audiences who can’t skip the ads. Another key factor driving this trend is the conversion of many billboards to ... 

[Estimated timeframe:Q4 2015 onward]

... digital displays.

Outfront Media, formerly known as CBS Outdoor, reports that its billboard business in the US has returned to growth, edging up 0.3% in the year's third quarter, thanks to stronger demand from national and local advertisers, as well as improved results in key markets such as New York and Los Angeles.

The company’s US organic revenue rose 2.8%, driven by nearly 9% growth in its transit business. However, international organic revenue was down 0.3% for the period.

According to Clear Channel Outdoor Holdings chief financial officer Rich Bressler: “We think this is particularly relevant for national advertisers as they think about getting the highest return on their advertising spending”.

Continues Bressler: “This is an important time period for national advertisers as they think about their 2016 budget allocation, and as we believe that our team is driving meaningful progress with large national partners, that should position us well for next year”.

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=6746

Show Biz and Fashion to Meld Music and Sport With 'Internet of Things'

Trend Summary: One of the world's largest entertainment companies plans to harness the Internet of Things to connect its performers and brands with fans.


WME/IMG, an American talent agency with offices in Beverly Hills, has announced a joint venture with Swiss tech company AGT International that will pave the way for a social platform that enables performers at concerts, fashion shows and sporting events to view in real time what's working and ...

[Estimated timeframe:Q4 2015 onward]

... what's not.

The partnership could have big potential for brands and sponsors who want to build apps for engaging audiences and performers before, during or after an event.

Enthuses AGT International ceo Mati Kochavi: "This exciting new venture is centred on the consumer experience, creating a true social IoT.

WME/IMG, founded in April 2009, after the merger of the William Morris Agency and the Endeavor Agency, represents artists across all media platforms, among them films, TV, music, theatre, digital and publishing. 

Details about the joint venture are still in the works (it won't be rolled out until sometime next year) but the companies envisage brands and sponsors using so-called Deep Web social analytics and platform-agnostic technology to engage with fans and consumers about events.

Hypothetically, this could allow event sports-stadium attendees using a custom app to see which queues for the toilets or concessions are the shortest. It could also allow bands to see where and when in a concert the energy drags. It could enable designers to gauge which fashion lines created most excitement, or an audience to learn how models feel while walking down a runway.

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=6737

'Big Three' US Marketers Call Media Agency Reviews

Trend Summary: An unprecedented number of the USA's highest spending advertisers are reviewing their accounts with media agencies.


According to a research note issued Friday by investment bank Morgan Stanley, an eye-watering $26bn in adspend is currently up for grabs. A number of major advertising media accounts are under review by such FMCG giants as Procter & Gamble, Unilever and Johnson & Johnson. In aggregate the review represents ...

[Estimated timeframe:Q2 2015 onward]

... the highest number of media-spend dollars hanging in the balance since 2012.

The Morgan Stanley analysis notes that only $700m of the billings currently at stake goes to agencies — an amount the banker deems “unnerving but surmountable.”

According to the report, the majority of advertising dollars shelled-out by marketers go to media owners, while only a meagre 3% is spent on agency fees and commissions.

There are several reasons why marketers are re-evaluating their agencies right now, among them a desire to reduce costs - often by slashing agency fees or consolidating the number of agency partners with whom marketers work. Another key factor in agency cutbacks is clients' drive to adapt to an evolving digital landscape.

There is also the perennial and thorny issue as to the transparency of agencies’ practices and compensation, particularly concerns about alleged rebates from media owners. However, Morgan Stanley doubts that this issue is a significant driver behind the current raft of media reviews.

Read the orignal 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: Blogs.wsj.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6660

Digital Outdoor Ads Set to Go Mainstream

Trend Summary: Digital out of home advertising in the UK has grown exponentially, soaring from minnow to mammoth over the past five years and is now the key to the outdoor industry's future.


According to an article in today's online admag The Drum.com, authored by Andrew Newman, ceo and co-founder of digital ad agency Enigma, media owners are investing substantial sums in a bid to significantly increase their digital outdoor advertising portfolio, thereby generating major new opportunites for ...

[Estimated timeframe:Q1 2015 onward]

... innovation and creativity.

Mr Newman believes that media agencies, creative agencies and brands are starting to recognise digital outdoor opportunities for everything from data-driven dynamic campaigns to date/time sensitive marketing.

In turn, this client/agency recognition triggers extraordinary experiential campaigns via digital billboards.

Enthuses Newman: "It's almost as if a perfect storm has been created to finally empower brands to communicate and broadcast campaigns outdoor with the same level of relevance that has become so commonplace online."

"Yet with all of the signs, momentum and opportunity being created we are still absolutely scraping the surface of what can and will be achieved by DOOH [digital out-of-home] advertising in driving forward the outdoor advertising industry in its battle against TV.

Newman concludes: "Going from £66m in spend in 2008 to £214m in 2013 isn’t bad; but real challenges still remain if DOOH is to become ubiquitous across the industry and be the principal part of the outdoor plan for every brief – not just the ones who want to do something that little bit special."

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=6531

Unilever Conducts 'Beacons' Technology Trial

Trend Summary: Marketers are boosting sales by retargeting online ads to consumers, basing the ads on items previously examined instore.


In most new store rollouts and pilot schemes, advertisers’ beacons almost always focus on delivering location-based messages to shoppers’ smartphones whilst they are actually shopping instore. However, many of these marketers are stymied as to how and where the technology fits their advertising strategy, a point reflected in ...

[Estimated timeframe:Q1 2015 onward]

... the reluctance of some to commit further resources to the techology. 
 
Interviewed by UK ad-trade magazine The DrumMondelez and Coca-Cola both revealed that they are still testing beacons almost a year after first testing the high-tech tool.
 
As these high-end marketers see it, bombarding shoppers with push notifications as they browse store aisles offers no clear benefits.
 
Moreover few are content to invest their already limited marketing budgets in beacon technology, simply to prove to sceptical retailers that they are willing to innovate in order to secure product display media in-store.
 
For smart marketers the advent of cross-channel marketing is changing how they use beacons to boost targeting, audience segmentation and measurement -- all of which is calculated to make their media buying smarter.

Unilever’s initial efforts to glean offline shopper data for mobile targeting this month exemplifies the role the technology could play. Shoppers who visit a Knorr-branded food truck sampling its latest soup are retargeted with a mobile ad the next time they fire up an app for Swedish newspaper Aftonbladet.
 
At the time of the Knorr initiative’s launch, a spokesman for Foundry, Unilever’s start-up incubator, which leads the firm's beacons trial, told UK trade daily, The Drum: “We have decided to take a fundamentally different approach to using beacon technology."
 
“Beacons provide a great opportunity to link a consumer’s offline behaviour to an online digital experience. Our approach to piloting this technology is more about understanding our target audience from a branding perspective.”
 


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

Source: The Drum.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6509

Meet 'Ultra Isobelle', Coca-Cola's Virtual Pitchwoman

Trend Summary: Welcome to the era of virtual-digital shop assistants, courtesy of Coca-Cola UK.


In a bid to engage retailers and drive awareness of its 2014 Share a Coke campaign, the UK subsidiary of Coca-Cola Enterprises is trialling a 'virtual assistant' as part of a "digital shopper" marketing trial. Created by Long Island headquartered Tensator Inc and garbed in a Coca-Cola branded uniform, virtual assistant Ultra Isabelle will ...

[Estimated timeframe: Q3 2014 onward]

... tell a cash and carry store's retail customers about the success of the campaign to date and suggest how they can maximise shopper interest in their own stores. Ultra Isabelle will also play shoppers the new Share a Coke TV ad.

Additionally, she will hype Coca-Cola's summer campaign plans to retailers visiting any of the seven Dhamecha cash and carry warehouses in the Greater London area.

Enthuses Coca-Cola Enterprises' digital director Simon Miles: “After the success of the ‘Share a Coke’ campaign last year, we were keen to ensure our customers understand how the campaign can benefit them and how they can get involved.

“Digital shopping marketing innovation, such as ‘Isabelle’, is a creative and fun way to reach our customers with the campaign and is a piece of genuine digital innovation that we’re excited to bring to the market to build on the success of last year’s campaign.”

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: The Drum.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6383

New Vista for Store Window Displays

Bottom Line Trend: US scientists have created a transparent screen that converts an ordinary shop window into a display for moving images.


The screens, made by adding minute nanoparticles that reflect blue light into a liquid polymer, adhere to windows and glass display areas. Among the screens' more obvious uses are the projection of ads onto shop windows or displaying business presentations. The nanoparticles, invisible to the human eye, create the transparency onto which images projected in blue light are displayed. The screens' inventors claim they are simpler to manufacture than existing similar screens. According to lead researcher Chia Wei Hsu, a graduate student at the Massachusetts Institute of Technology and Harvard University ...

[Estimated timeframe: Q1 2014 onward]

... "we literally just pour the nanoparticles into the polymer before it solidifies."

The nanoparticles are invisible to humans, creating the transparency, but images projected in blue light show up.

However, transparent screens are not new and there are many currently in commercial developmen, among them Google Glass.

But these employ complicated, expensive technology (a head-up display projected onto a tiny prism embedded in Google glass, or LEDs actually embedded within transparent computer screens), compared with which this latest method is extremely simple.

"We literally just pour the nanoparticles into the polymer before it solidifies," explains Mr Hsu. "Since it's so simple to deploy, you could paste this [plastic] sheet onto any surface."

The technology is also relatively cheap, requiring only a few thousandths of a gram of nanoparticles per square centimetre of screen.

Read the original unabridged BBC.co.uk 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: BBC.co.uk
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6251

How Technology is Changing Shopping

Bottom Line Trend: US shopping malls have found a new use for blank walls, using these to display a digital system that enhances the traditional shopping experience.


The new system, devised by eBay, offers retailers the opportunity to gain a larger presence in shopping malls without the cost of acquiring and fitting-out additional floor space. The system, which enables malls to transform blank walls into a customer-enticing display, has already attracted a number of major chains, among them ...

[Estimated timeframe: Q4 2013 onward ]

... shoes and sunglasses purveyor Toms, Sony and apparel retailer Rebecca Minkoff.

“It really changes what it means to be a retailer. We want to be the change agent for how people shop. This is the future of shopping being created by us,” enthuses Steve Yankovich, eBay's vice president of innovation and new ventures.

The storefronts use infrared technology to track how many customers walk by and how engaged they are.

The sensors are smart enough to distinguish between a person who merely walks by, a person who walks by and turns his head, and one who stops and faces the glass.

The data obtained can be shared with the stores to modify the experience to better appeal to customers.

The goal is a seamless, frictionless buying experience. Currently customers enter their phone number on the glass screen to complete the purchasing process to their smartphones, for security purposes.

Yankovich says one of eBay’s next steps is finding a way to glean customers’ cellphone numbers, so that the buying process is even easier for them.

The days of a cashier asking for your e-mail address or phone number are apparently numbered.

Read the original unabridged WashingtonPost.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: WashingtonPost.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6217

Cinema Ads Notch Higher RoI Than TV

Bottom Line: New research in the USA claims that in-cinema ads for consumer packaged goods show a higher return on investment than TV.


The 'Marketing Mix Modeling' analysis, performed on behalf of the Cinema Advertising Council by Professor E. Craig Stacey, research director at New York University's Stern Center for Measurable Marketing, examined the return on investment [ROI] for a major cereal brand, which ran a multi-platform ad campaign. Perhaps unspurprisingly the analysis found that the cinema ads ...

[Estimated timeframe: Q4 2013 onward]

... showed a higher return on investment than TV for products in the consumer packaged goods category. 

The new research is manna from heaven for the US cinema industry, currently in the throes of a long-term campaign to woo advertising dollars away from TV - a trend likely to be enthusiastically emulated by the industry's European counterparts. 

The eight-week-long campaign, which ran from July to September of this year, used cinema advertising, national broadcast and cable TV,  plus local TV and syndication. The cinema ad element of the campaign included placements on both NCM MediaNetworks and Screenvision, the two dominant cinema ad networks.

Stacey’s analysis compared ad spending with incremental units of sales volume, as collected via IRI InfoScan, and showed cinema yielding ROI 37% higher than equivalent ad placements on TV.

Says Professor Stacey of the study's methodology: “Our particular type of statistical modeling is time-series based in order to get a truer read in sales response over time. In addition, these models are well-suited for measuring the interdependencies and synergies among media channels in today’s complex marketing ecosystem.”

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=6197



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