2,134 Marketing Trends identified as at Aug 23, 2016

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Conducting a daily scan of relevant online and offline information sources, the MTT team identifies, curates and collates the current and future trends most likely to impact upon the world’s communications industries. These trends are categorised under twelve main headings and forty subheadings.


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Today’s Marketing Trends 23/08/2016

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Time Inc Embraces New Approach To Selling Ad Space

Trend Summary: Time Inc. is embracing a category-focused, more streamlined approach to selling advertising to agencies and clients.

As a self-styled "digital-first company," Time Inc is attempting to keep pace with tech giants like Google, Facebook and Comcast, in addition to fellow magazine publishers like ...


... Hearst and Condé Nast.

According to Mark Ellis, president and COO of sales and marketing at Time Inc, the competition has changed. Says Ellis of powerhouses such as Facebook and Google: "I wouldn't say we copied them ... but it is a similar approach."

Comparing Time Inc's old, more brand-focused approach to the new strategy Ellis admits: "It was confusing, it was redundant, but now we're operating one-stop shopping."

Looking forward, Ellis projects that 60% of sales business will be covered by the category sales structure and 40% from brand sales, with digital spread across both.

However, while Time Inc is positioning the move toward a category-focused approach as "forward-looking," the company's success probably still rests on the power of the magazine brands that comprise it.

Summarises Samir Husni, director of the Magazine Innovation Center at the University of Mississippi's school of journalism: "I truly believe that advertisers and sales folks are still in the business of selling and buying name brands. "Beauty means nothing unless there are beauty magazines, and politics means nothing unless there is a Time magazine."

Read the original unabridged AdAge,com article.

[Estimated timeframe:Q3 2016]

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=6960

Online Video Ads Enter Marketing Mainstream

Trend Summary: The much hyped but little exploited age of video advertising has truly arrived thanks to the intervention of Pinterest.

Pinterest, arguably one of the largest and most successful photo-sharing sites in the world, will start displaying video ads on its platform. The move incorporates one of Pinterest’s main features that allows pins and promoted videos to be paired with featured pins, thereby enabling users not only to watch videos but also ...


...  take immediate action, such as buying what they have just viewed.

With a claimed 100 million monthly active users, Pinterest is currently the go-to place where people can plan their lives – whether it's for everyday needs, such as finding items to fit their lifestyle, or more significant life events such as weddings, moving house and starting a family.

Since research and discovery dominates user behaviour on the platform, promoted video ads offer an even richer experience, while the shoppable nature of the product brings users closer to brands at all stages of the purchase funnel.

Despite Pinterest becoming more attractive to advertisers with its new video functionality, in reality the company is still playing catch-up. Facebook is already ahead with its live video proposition, Facebook Live, which brings live, branded ads and content directly into the hands of consumers.

According to the article's author, Jon King, managing director at Performics UK, the age of video advertising has arrived indeed.

Read the original unabridged The Drum.com article.

[Estimated timeframe:Q3 2016]

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=6959