Tomorrow's Marketing Trends - Today

2,134 marketing trends identified as at Dec 20, 2014

2160

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Trends FOR TODAY 20/12/2014 - please register to see more Trends

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Brands to Reach Multiscreen Consumers Via 'Seamless Story Telling'

Trend Summary: UK advertisers will spend more of their media budgets in a move to coordinate TV ads with concomitant online promotions.


Spurred both by Millward Brown’s AdReaction study and advances in automated media trading, advertisers in 2015 will look to a more unified campaign planning regime. The study reveals that of the seven hours UK consumers spend on daily viewing of content on various screens, less than a third (32%) of that time is ...

 

......

... devoted to simultaneous consumption of another digital screen while watching TV.

In comparison, the number of people who use one screen only to stop and shift to another was 68%, equating to 213 minutes of their total daily screen usage.

The biggest multi-screen marketing opportunities, therefore, are reaching people at points in the day when they switch from one device to another, which, the study claims, could boost synergistic multiscreen campaigns.

This is due to the potency of so-called “meshing”, whereby TV and a digital screen are used to consume related content.

According to Millward Brown, consumers spend around 7% of their daily screen time accessing related content from mobile devices, while almost a quarter (24%) of screen time is used to conduct unrelated media tasks while watching TV.

Comments Duncan Southgate, global brand director of digital at Millward Brown: “Second-screen synching isn’t just about media efficiency and hitting consumers with multiple messages, it’s also a new story-telling opportunity that allows brands to add extra value for people who have just watched their TV spot.”
 

Read the original unabridged TheDrum.com article.

[Estimated timeframe: Q4 2014 - Q4 2015]

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: http://www.marketingtomorrow.com/article.aspx?id=6477

Big Names and Big BucksTake Aim at YouTube

Trend Summary: The web video scene will no longer be a one-trick pony as a new web video startup hurls down the gauntlet at the feet of Google's YouTube.


There'll be a new kid on the web video block in 2015 as upstart-startup Vessel launches its new two-tier service early in 2015, offering consumers a choice between a free, ad-supported version and a $2.99 monthly subscription tier promising fewer ads and

......

... early access to the web’s best short-form videos.

The latter will be available to Vessel subscribers for at least seventy-two hours before the most recently posted video content migrates to Vessel's free tier and rivals like YouTube.

Video creators, however, will be able to extend the exclusivity period for as long as they wish.

Vessel was founded by two former executives from online video service Hulu: chief executive Jason Kilar and chief technology officer Richard Tom.

The San Francisco-based company is backed by venture capital firms Benchmark Capital and Greylock Partners, along with Amazon boss Jeff Bezos’ investment firm Bezos Expeditions.

Vessel is also working with TV network A&E, along with actor/producer Alec Baldwin and music label Warner Music Group, with the latter’s artists free to debut their new videos on Vessel before launching them elsewhere on YouTube, video hosting service Vevo and other music video sites.

Read the original unabridged The Guardian.com article.

[Estimated timeframe: Q4 2014 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: TheGuardian.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6476