Latest Marketing Trends

2,134 marketing trends identified as at Jul 07, 2015

2282

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Marketing TrendTracker searches the web and paper publications to bring you the important Marketing Trends that you should be aware of before your competitors are. We identify current and future marketing trends, analysing their relationships and parallels across the global marketing, advertising and media spectrum.

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Today’s Marketing Trends 07/07/2015

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US Digital Media Acquisitions Up 25% In H1 2015

Trend Summary: Mergers and acquisitions in the US digital media and IT industries increased 24% in the first half of 2015 versus the same period in 2014.


US investment bank Coady Diemar Partners reports that the total number of IT digital and M&A deals in the USA rose to 1,243 in the first half of 2015, compared to circa 1,000 in the same period in 2014. In terms of monetary value, however, merger and acquisition dollars in the IT and digital space decreased by 23% to ...

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... $99bn in the first half of 2015 compared to the year prior.

According to the research, this trend is primarily due to a decrease in the number of deals equal to or greater than $1bn.

The three sectors with the greatest number of transactions are agency and marketing, digital content, and information.

Global ad agency holding companies WPP, Dentsu and Publicis Groupe were the three most active digital acquirers in the first half of 2015 with Google tying for third place. Broadband and telecommunications company Verizon came fourth with it’s acquisition of AOL for nearly $4.4bn.

Read the original unabridged TheDrum.com article.

[Estimated timeframe:Q2 2015 onward]

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: http://www.marketingtomorrow.com/article.aspx?id=6666

US Marketers Demand More Bang for Their Bucks

Trend Summary: The 'Leading National Advertisers' report reveals how blue-chip US marketers vie to get more bang for their bucks.


The report, published annually by adtrade bible Advertising Age, reveals how leading national advertisers [LNA hereon] are getting more bang for their billions of bucks by doubling down on digital and taking unnecessary costs out of marketing. Although adspend growth rate grew by $137.8bn in 2014, this was the lowest growth rate since ...

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... the ad-market recovery in 2010.

In 2014 America's two hundred top-spending advertisers reduced their measured-media spend by 1.8%, with cuts in every major medium except broadcast network TV and cable TV.

Among the 200 LNA, the measured medium showing the sharpest decline is likely to raise more than a few adland eybrows: The top 200's spending on internet display advertising last year sagged by 13.3%.

However, the 200 LNA boosted spending on other forms of marketing by 6.5% in 2014.

The AdAge report refers to spending on other forms of marketing as 'unmeasured spending', referring to the difference between measured-media spending figures and a company's total US advertising and promotion outlays.

Total spending consists of expenditure in measured-media (calculated by WPP Group's Kantar Media) for eighteen types of traditional media, plus internet display spending) and Ad Age Datacenter's estimate of unmeasured spending (including digital formats such as search marketing, online video, mobile, unmeasured forms of social media -- and promotion, experiential marketing and direct marketing.

Read the orginal unabridged AdAge.com article.

[Estimated timeframe:Q3 2015 onward]

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: http://www.marketingtomorrow.com/article.aspx?id=6665