Tomorrow's Marketing Trends - Today

2,134 marketing trends identified as at Oct 21, 2014



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INSIGHTS FOR TODAY 21/10/2014 - please register to see more Insights

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Automated Ad Buying to Rule Roost by 2016

Trend Summary: Programmatic advertising is on track to double its revenues from $10 billion this year to $20 billion in 2016.

According to a new report from independent market research company eMarketer, programmatic advertising  - the automated buying and selling of digital ads - will double over the next two years. This once insignificant segment of the global advertising industry is now on course to generate ...


... $20bn in annual ad revenues by 2016.

In digital marketing, programmatic marketing campaigns are automatically triggered by any specified type of event and deployed according to a set of rules applied by software and algorithms. Human skills, however, are still needed in programmatic campaigns as the campaigns and rules are planned beforehand and established by marketers.

Writing in the current issue of AdWeek, journalist Garrett Sloan warns that the ad industry will reach an inflection point this year, with programmatic ad spending growing by 137% in the US alone.

Mr Sloan predicts that in 2015 mobile programmatic will exceed desktop programmatic for the first time. These are his numbers:

1. Mobile programmatic ad spending in the US will hit $8.36bn next year, surpassing desktop for the first time, which will generate $6.62bn.

2.However, desktop spend will start to decline 3.9% in 2016 while mobile continues to grow, up 69.2%.

3. As for the type of programmatic, real time bidding (the exchange model) is king right now, accounting for $9.25bn of this year's $10bn buying pie.

4. Programmatic direct is growing much faster, however, up 850% this year to $800 million.

5. By 2016, programmatic direct will be an $8.57bn business compared to $11.84bn for real-time bidding.

6. Also, private marketplaces are growing in the real-time bidding ecosystem. Open exchanges still rule but the gap is closing. By 2016, open exchanges will handle 72% of programmatic buying, whereas today it handles 88%.

Lastly, by 2016, $3.84bn (or 40% of all digital video ads in the US) will be bought programmatically.

Read the original unabridged article.

[Estimated timeframe: Q4 2016]

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

MTT insight URL:

Start-Up Firms Will Drive Internet of Things

Trend Summary: By 2017 more than half of the developments associated with the Internet of Things will combine products with an IOT service.

According to information technology research and advisory firm Gartner Inc, the next three years will see rapid developments in the so-called Internet of Things [IOT], most of which will be originated by startup firms less than three years old. Gartner believes that large established technology firms are set to take a back seat in the development of IOT thanks to the innovative mindsets of ...


... niche application-makers and startups.

Says Pete Basilier, vice president at Gartner Maverick Research, which focusses on new and unconventional insights: "Conventional wisdom is that the growth of the IoT is driven by large enterprises. However it is the makers and the startups who are the ones shaping the IoT."

Basilier believes that product development processes within most large enterprises are too ponderous and ROI-driven to produce anything but high volume, lowest-common-denominator IoT objects.

"The result is the development of a low number of IoT uses that garner high amounts of revenue, while makers, startups and crowd sourcing efforts result in high numbers of low-revenue niche IoT applications.

Read the original unabridged article.

[Estimated timeframe: Q4 2017]

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

MTT insight URL: