762 Marketing Trends found for Innovation


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Cross-Device Programmatic Advertising Is Ready To Roll

MarketingTrendTracker Summary: Cross-Device Programmatic Advertising is ready to take off in 2016.


According to an article recently published in US trade journal AdWeek.com, the era of targeting sales prospects via a single device is about to go the way of the dodo. Instead, consumers increasingly acquire their content across a range of devices: smartphones, laptops and desktops, compelling brands to ...

... run campaigns that reach consumers across multiple screens.

With technology catching up on demand, marketers are predicting that 2016 will be cross-device programmatic's great leap forward.

With cross-device targeting already well under way, consumers' consumption habits are rapidly changing and digital marketing already reflects  this seismic shift.

Back in 2015, independent market research company eMarketer predicted that programmatic digital display adspend the USA will total $15.43bn, with projected growth to $21.55bn in 2016 and $26.78bn in 2017.

According to Joe Laszlo, vp of industry initiatives at the Interactive Advertising Bureau, it's less and less the case that marketers or brands are just looking to reach their chosen audience on a single device or screen at a time— "they're looking to get a lot more holistic".

Read the original unabridged AdWeek. com article.

[Estimated timeframe:Q1 2016 - 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.

Source: AdWeek.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6811

Marketers Struggle to Close the B-to-B Ad-Tech Gap

MarketingTrendtracker Summary: A recent study reveals that almost half of US b-to-b marketers don't know what programmatic buying is.


In an article in today's AdvertisingAge, Judy Shapiro, founder/ceo of social marketing engagement company EngageSimply, cites a recent IAB programmatic study which reveals that nearly half of business-to-business  marketers don't actually know what programmatic buying is. This is a yawning educational gap when measured alongside ...

... business-to-consumer advertisers

Which prompts Ms Shapiro to pose a rhetorical question: "What's accounting for this gap between b-to-b and b-to-c marketers"?

The US Interactive Advertising Bureau [IAB]) rightly believes education will help, but Ms Shapiro suggests there's something more fundamental going on.

Beneath the "cool ad-tech veneer" lies a vast sea of ventures specifically designed to chase large consumer ad dollars, but in the process has left b-to-b advertisers in the ad-tech dust.

Programmatic media buying is an automated method of buying digital advertising in which supply and demand partners make decisions on a per-impression basis and adhere to business rules as provided by the operators of each platform.

Real-time bidding [RTB], on the other hand, is a means by which advertising inventory is also bought and sold on a per-impression basis, via programmatic instantaneous auction, similar to financial markets.

Read the original unabridged AdAge.com article.

[Estimated timeframe:Q1 2016 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=6810

Marketers Prepare for Virtual Reality Ads

Marketing Trend Summary: Brands are embracing Virtual Reality via 360-degree video now that Facebook and YouTube both support this video format.


A diverse group of entrepreneur originators has been creating 360-degree virtual reality [VR] videos for some US college football teams, the Rockefeller Center and GoPro Extreme. On the publishing side of VR, media companies such as Discovery are already creating VR content for their apps, but as yet are not ...

... extending resources for VR advertising.

Framestore, a VR production and creative studio, is currently assisting a number of ad agencies to prepare for a VR advertising channel.

In an interview with Digiday, a company focusing on digital media, marketing and advertising professionals, Framestore creative director Resh Sidhu said: "We were getting agencies coming to us so late in the process. They didn’t know the realities of what they were producing, both from a creative and a financial point of view. So we need to do this."

Meantime, eager (and gullible?) US consumers can pre-buy Oculus Rift VR headsets for a mere $599, scheduled for delivery later this spring .

After twenty-plus years of promise it now seems that virtual reality tech will truly reach the masses.

From a marketing standpoint the ability to completely control an audience’s environment via sight and sound, provides a fresh canvas for crafting and delivering marketing messages.

Read the original unabridged MarketingDive.com article.

[Estimated timeframe:Q1 2016 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: MarketingDive.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6806

Emotional Tracking Set to Become Major Marketing Trend

Marketing Trend Summary: The tracking of people's emotions is likely to emerge as one of the marketing trends of 2016.


If recent research, technology developments and partnerships are a guide, the alliance recently formed between media agency MediaCom and Oxford University start-up Realeyes, could trigger a significant marketing trend that uses webcams to measure people's ...

... emotions whilst watching video content.

In what is claimed to be the first partnership deal of its kind for a media agency, the tie-up will enable MediaCom to assess the emotional power of each and every segment of video content it briefs it's media and production partners to make or create in-house, thus ensuring that clients' messages are as engaging as possible and delivered to the most receptive audience segments.

However, researchers at Brigham Young University, a private research university located in Utah USA, have come up with a simpler method of tracking emotions. Last month they revealed that it is possible to assess the emotions of desktop web users by tracking their mouse movements.

Read the original unabridged Warc.com article.

[Estimated timeframe:Q1 2016 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: Warc.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6805

Sales and Media Touchpoints Set to Meld in 2016

Marketing Trend Summary: Sales and media touchpoints are predicted to converge in new ways in 2016.


According to Millward Brown’s Digital and Media Predictions for the year ahead, the convergence of sales and media touchpoints in 2016 will become  possible as digital platforms blur to an unprecedented degree the lines between these two previously separate disciplines, enabling marketers to ...

... optimise the consumer journey more than ever before.

A touchpoint is the interface of a product, service or brand with customers and other users, also non-customers, employees and other stakeholders, before, during and after a transaction.

Millward Brown anticipates additional important changes in the world’s media landscape and describes in its predictions for 2016 how marketers can “best get media right”. These include:

  • Brands will invest more heavily in online and particularly mobile video advertising in 2016, yet many will waste millions by neglecting to adapt content across formats. Smart marketers will involve digital considerations much earlier in the creative process and pre-test more assiduously.
     
  • Connected TV (or Smart TV) will take over the television viewing experience, bringing profound changes to the way people consume content. Experimentation with workable addressable TV advertising models will begin, although live TV advertising will remain dominant for now.
     
  • In a bid to overcome low digital advertising receptivity, more brands will become content creators. As marketing moves from disruption to attraction, inspiring content marketing will move up the corporate agenda.

Read the original unabridged MarketingInterective.com article.

[Estimated timeframe:Q1 2016 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: MarketingInteractive.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6804

Amazon Muscles-In On the Coming Smart Homes Market

Marketing Trend Summary: Amazon enters the Smart Home market, becoming the 'Brains' behind the Internet of Things [IoT].


Amazon today announced it's intention to push deeper into the smart home market by selling semiconductors manufactured by its subsidiary Annapurna Labs, a chip design company purchased by Amazon chairman/ceo Jeff Bezos last year for $350m. Amazon's ultimate aim is to sell ...

... the technology to home equipment designers who specialise in building products for the Internet of Things [IoT].

Amazon's move will see companies integrate search into a variety of hardware devices.

Amazon’s new product line, branded Alpine, will serve as a foundation for next-generation digital services for connected homes.

The chips can enable functions such as voice search in domestic devices.

Voice search will drive new behavior and understanding for marketers in 2016, according to David Pann, general manager of Microsoft Search Advertising, who made seven search predictions for 2016.

Pann’s predictions range from using search data to predict the outcome, to using paid-search advertising to go beyond keywords to audience and action buying, and mobile to personalize the experience.

Search marketing will harness the majority of digital marketing spend, predicts Pann, but the industry will need to find a way to automate more functions into chips and devices.

Search marketing will represent 45.4% of digital marketing spend in 2016, predicts Forrester Research Digital Marketing Forecasts, 2014 to 2019. However, that figures doesn’t include future search investments that will become automated in devices.

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q1 2016 -Q4 2019]

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: http://www.marketingtomorrow.com/article.aspx?id=6803

Marketers Misunderstand Metrics Nielsen Avers

Marketing Trend Summary: Two competing global research firms are assessing ways in which their clientele can understand the metrics they provide.


In an interview yesterday with the Financial Times, Nielsen's president of US media Lynda Clarizio believes that "metrics are often misunderstood" by her marketing clients. According to Ms Clarizio: "We need to create a common language for measuring viewing, whether it's ...

... on television or some other device".

To illustrate her point Ms Clarizio cited the example of a National Football League game last October which was streamed online via Yahoo, and for which the tech company claimed 15.2m unique visitors.

While this might appear to compare favourably with games on TV, which attract an average audience of circa 19m, Clarizio said two different metrics were operating and when put on the same basis of average audience per minute, as used by TV ratings, then the audience for the Yahoo NFL game fell to 1.6m.

She was speaking at the annual Consumer Electronics Show 2016 in Las Vegas, where Nielsen released its Q3 Comparable Metrics Report. This revealed that traditional media, such as TV and radio, still have the biggest footprints in the US in terms of reach.

Read the original unabridged Warc.com article.

[Estimated timeframe:Q1 2016 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: WWW. Warc.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6802

New Technolopgy Enables Marketers to Measure Mobile Ad Response

Trend Summary: New technology enables marketers to run studies to ascertain how people respond to their mobile ads.


To enable brands to quantify the impact of mobile ads after they're displayed to consumers, WPP Group offshoot Medialets is linking its ad-targeting technology to the group's Millward Brown Digital brand-lift studies. After serving a mobile ad, marketers will be able to run a study to ascertain whether or not the ad is remembered by it's ...

... target audience.

This is manna from heaven for marketers who have struggled for years to prove that mobile advertising is effective, largely because smartphone-size campaigns lack the same measurement and targeting capabilities expected by desktop advertisers.

Says Richy Glassberg, Medialets ceo: "What marketers are concerned about today is the staggering shift from desktop to a mobile device".

Glassberg also notes that "In the last two to three years, mobile has taken 60% of all digital usage, but the spending is so far behind. The tools that they use in desktop aren't translating to mobile."

Instead of using cookies, Medialets' technology anonymously tracks mobile IDs to help advertisers target specific groups of consumers. After identifying that someone saw an ad, brands can run follow-up surveys with questions like "Do you remember the ad you just saw?" or "How likely are you to buy the product you just saw advertised?"

Read the original unabridged AdWeek.com article.

[Estimated timeframe:Q1 2016 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: AdWeeek.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6800

Technologists to Spearhead Marketing's Next Creative Revolution

Trend Summary: Given that e-commerce is no longer seen as just a buying process, digital consumers demand a more seamless integration of pioneering, functional ideas.


As ad legend agency legend Bill Bernbach stated back in the 1960s: "The difference between the forgettable and the enduring is artistry". His  words still hold true decades after he transformed the agency creative process 55 years ago by being the first to bring together the ...

... copywriter and the art director as a single force.

Since then, copy and design have been inextricably bound, each catalysing the other to produce the spark that communicates a message that exudes desire.

Today, however, a third partner must be at that table. With the imperative to add a digital dimension to marketing and sales, the “creative technologist” emerges not only as a third member of this creative team, but as its driver, the sine qua non of a new creative revolution.

That's because the creative technologist adds in the X-factor that is indispensable today -a user experience that’s positive, habit-forming, even addictive.

Read the original unabridged cmo.com article.

[Estimated timeframe:Q4 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: cmo.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6796

Say Hello to the CDO!

Trend Summary: The digital revolution is moving fast and furious, spurring massive disruptions and transformations across almost all industries.


In a report published last week by professional services network PwC, a key sign of digital's growing importance across all types of business is the rise of a new type of executive: the chief digital officer, or CDO. Although the number of companies that have already hired CDOs remains small (just 6% globally), their ranks are ...

... rapidly growing.

Whilst researching 1,500 of the world’s largest companies via company filings and records and publicly available information, PwC found that firms in consumer-focused industries, including media, entertainment, food and beverage, and consumer products, are at the forefront of the trend.

Large companies are also ahead of the curve, a trend likely due to their sheer complexity and the greater effort involved in carrying out the necessary digital transformation.

Interestingly the trend also reveals that European companies are hiring CDOs at faster rates than companies elsewhere in the world.

According to PwC, flexibility is perhaps the single most important success factor for executives new to the post of CDO. Those who can adapt to rapidly changing circumstances while staying tightly aligned with their companies’ business goals will be in the best position to lead the way to a full digital transformation.

Read the original unabridged PwC article.

[Estimated timeframe:Q4 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: PWC.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6795



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