797 Marketing Trends found for Research


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Despite Barriers Programmatic TV Notches Growth Trend

Trend Summary: The programmatic TV [PTV] ecosystem is growing, but a number of barriers are inhibiting its wholesale adoption.


According to New York based market research company eMarketer the PTV market is expected to grow from $706m in 2016 to $2.160bn (3% of the American TV market) in 2017 and up to $4.428bn (6% of the market) by 2018. Growth is there, although ...

... barriers are holding PTV back.

Not least the widespread concern that PTV will rip control away from suppliers and force CPMs down.

This controversial issue was discussed by independent ICT consultancy 4C who interviewed brands, media buyers, planners and sellers in a bid to narrow down the difficulties in adopting PTV to three main issues. These are:

  • Apprehension from career TV professionals
     
  • Confusion about what PTV actually is and a lack of infrastructure needed to run PTV,
     
  • Arguably the most important issue of all - apprehension by suppliers that the adoption of PTV would significantly lower CPMs.

Brett Adamczyk, vice president of business development and strategy at Videa is bullish over PTV: “Programmatic TV is definitely a more efficient way of buying, especially if the whole process becomes automated."

"However, it is still in its infancy, as both buyer and seller behaviors need to be changed. In an industry like TV which has had the same processes in place for a very long time, that can require a few years.”

Read the original unabridged MediaPost.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: MediaPost.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6973

UK Businesses Expect Double Digit Growth in 2016

Trend Summary: Sixty percent of UK business decision makers expect double digit growth in 2016.


The survey, conducted by UK based LeasePlan, the world's largest fleet and vehicle management company, reveals that although UK business decision makers expect their company to grow in 2016, more than seven in every ten respondents admit that excessive ...

... admin is actually slowing down the growth of their company.

Decision makers at large SMEs (251-1000 employees) claim to spend an average of 92 minutes on admin tasks every day.

It’s only slightly less for decision makers at small SMEs (250 or fewer employees), who spend an average of 76 minutes on admin per day. The most common time drainers highlighted in the LeasePlan research included administrative tasks (59%), email communication and management (50%), vehicle management, such as fuel expenses and claims (32%), and taxing and insuring company vehicles (32%).

According to LeasePlan managing director Matt Dyer: “It is concerning that such a high percentage of decision makers believe administrative tasks are having a direct impact on company growth".

"Talented people, hired for their expertise in sales and business development, should not be wasting their time on excessive admin. Having an understanding of which administrative tasks end up being unnecessary time drains and removing them from the task list should hopefully have a more positive effect on business growth.”

Read the original unabridged TalkBusinessMagazine.co.uk 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: TalkBusinessMagazine.co.uk
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6972

US Adspend On Course To Hit $178bn In 2017

Trend Summary: The US advertising market is expected to grow by nearly 6% in 2016, its fastest rate since 2010.


London-headquartered advertising research company Warc [World Advertising Research Centre] has upgraded its earlier forecast for US adspend in 2016, predicting that this will now rise by ...

... 5.8% to a record high of $178bn - double the amount projected for the overall US economy.

Warc also foresees that US TV spending will rise 6.6% to $68bn this year, thanks to the Rio Olympics and the US presidential election.

In 2017, however, with no Olympics or political advertising, TV advertising will decline again, sinking 4.5% to $65 billion.

Digital media will continue its steady rise in 2017, predicted to reach 12.5% [$76 billion] with half of that  revenue allocated to mobile platforms.

Warc's crystal ball also foresees that in 2017 $553.70 is expected to be spent on advertising to every US citizen- up $60 from 2012.

Read the original unabridged Warc.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: MediaPost.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6964

Global Marketing Growth Continues to Slow

Trend Summary: According to the Global Marketing Index [GMI] marketing budgets growth was almost stagnant in August.


The value of the Global Market Headline Index [GMI] fell in August to 53.2, the third consecutive monthly decline. This fall in the value of the index indicates that ...

... global marketing activity is continuing its steady decline. This began in March 2015 after the GMI registered a value of 57.4.

The value of the GMI fell in August 2016 to 53.2, the third consecutive monthly decline. This fall in the value of the index indicates that global marketing activity is continuing its steady decline which began in March 2015 after the Headline Index registered a value of 57.4. The GMI Indexes fell in both Europe and the Americas in August, but remained steady in the Asia-Pacific region at 52.6 for a third successive month.

The allocation of budgets to traditional media (TV, Press, Radio and OOH) indexes continued to fall globally, all below the 50.0 ‘no change’ level for August.

TV budgets grew only in Europe but, even there, the rate of growth of spending in the medium declined in August for the third successive month.

OOH fell in the Asia-Pacific region, slowed in Europe with a value of 50.8, close to the stagnation level and fell in the Americas. Once again, Digital and Mobile media continued to see an expansion of resources allocated to them with high index values recorded in August across all regions and in consequence, globally.  

Read the original unabridged World Economics.com report.

[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: WorldEconomics.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6963

Brexit Triggers Global Uncertainty Among FMCG Consumers

Trend Summary: Uncertainty has become the global norm for retail and consumer goods companies.


Changes in consumer beliefs and behaviors are accelerating, fuelled by the changes brought about by Brexit, while the upcoming US presidential election raises even more questions. The situation is futher exacerbated by ...

... the upcoming US presidential election.

The outlook for China remains mixed, with the country still intent on moving away from the export-led model to a more balanced economy underpinned by stronger domestic consumption.

Emerging markets such as Brazil and Russia are struggling to adjust to the end of the commodities super-cycle and find their own paths to solve political and economic turmoil and reignite growth. Meanwhile, India is pressing ahead with significant reforms to Foreign Direct Investment regulations.

According to PWC's newsletter Strategy&, the old maxim still holds true: Where there are changes, there are opportunities. Firms that are better able to understand trends and uncertainties, act on foresights, take positions, and respond to changes will have a head start over their competitors.

Read the original unabridged Strategy& 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: Strategy&
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6962

Social Media Now Best-Performing Mobile Marketing Channel

Trend Summary: Social media advertising on mobile devices is experiencing a surge in response rates year on year.


According to 2016 Response Rate Report recently published by the American Direct Marketing Association [DMA], social media advertising on mobile devices is experiencing a year on year ...

... surge in response rates.

The survey found that 91% of marketers, suppliers and agencies are achieving the same or higher click-through rates on mobile devices as on desktops, performing stronger than search, display and email.

The report also reveals impressive spikes in year-on-year response rates across social media, email, display and search marketing.

Comments Neil O’Keefe, the DMA's SVP of CRM & Member Engagement: “These numbers demonstrate that the power of data is driving impressive industry growth and personalised, relevant customer experiences across channels.”

Moreover, says O'Keefe: “The DMA’s 2016 Response Rate Report found recorded increases in click rates and conversion rates across nearly every channel surveyed. With the use of data to drive efficient targeting and placement and increased data science skills across the marketing ecosystem, these numbers will only continue to grow, saving marketers money on their marketing spend and driving efficiencies in the marketplace.”

The report is based on data from an online survey conducted between April 2016 and June 2016.

Read the original unabridged DMA.org 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: DMA.org
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6957

New Technologies Boost Local And Regional Newspapers

Trend Summary: New technologies and revenue sources provide hope for local and regional newspapers.


Overall confidence in the sustainability of the US local and regional newspaper industry has remained virtually static since last year, despite which 33% of American publishers believe that ...

... the industry is getting healthier.

Their new found confidence is probably based on new technologies, new ways of thinking about their business model and the new sources of revenue available thanks to digital and social products and services.

According to Gregory J Osberg, founder/ceo of Revlyst, a company specialising in client acquisition for early stage startups: "The main benefit that newspaper content provides is a high level of journalistic integrity, credibility and quality.

"Consumers are tired of clickbait content, seeking instead more locally-focused stories. Only newspapers have the resources and editorial knowledge to provide that level of local content.”

Revlyst reports that a massive majority (87%) of publisher respondents rank print ads and classifieds as "very important" to revenue generation.

Subscriptions and websites were ranked as second and third in importance, with 74% and 64%, stating the websites to be "very important" to revenue generation.

Conversely, respondents ranked video as the least important to revenue, with 60% stating it was not important.

Read the original unabridged MediaPost.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: MediaPost.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6955

Department Stores, Losing Customers to Online, Fight Back

Trend Summary: Ailing department stores in the USA hope to recapture their customer appeal, becoming destinations for personal experiences.


With shoppers increasingly buying online, US department store titan Macy's this week announced the closure of another hundred stores and, in a bid to revitalise its offering, recapture its flagging appeal by offering instore shoppers ...

... spas and restaurants.

The company will also offer exclusive selections to transform its stores into 'destinations' with more attentive sales staff, pampering guests with beauty treatments and introducing new kinds of merchandise.

Earlier this week Macy's announced new plans for "re-creating Macy's physical store presence" to adjust to customer tastes and preferences.

Meantime, in the UK, similar retail trends are distilled and analysed in Accenture's 2016 Digital Consumer Survey, which helps companies to disrupt the status quo and connect with customers like never before.

Read the original unabridged Yahoo.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: Yahoo.com/news
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6953

Global Programmatic Auctions Rise 151% In Q2

Trend Summary: Programmatic auction volume rose a significant 151% year-on-year worldwide.


Accordant Media’s Q2 2016 Programmatic Media Market Pulse report reveals that exchange-traded inventory in North America rose 103% year-on-year and 27% quarter-over-quarter. According to the company's Ceo and co-founder Arthur Muldoon: “We have seen a significant number of brands ...

... migrating their campaigns to programmatic channels over the past year.”

Mr Muldoon added: “Premium supply has increased, and the benefits of programmatic buying on operational efficiency are increasingly apparent”.

The report also highlights a robust increase in mobile programmatic advertising, with the 320x50 mobile leaderboard unit accounting for 13% of all programmatic ads in second-quarter 2016, even including desktop-sized units.

While average CPMs are up 10% in North America year-on-year, CTRs [click-through rates] are down 4%. Muldoon attributes this decrease in CTRs to the fact that “marketers are no longer as interested in clicks as they are in conversions.”

Read the original unabridged MediaPost.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: MediaPost.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6952

Mobile Advertising Budgets Set to Soar

Trend Summary: The vast majority (91%) of marketers across EMEA plan to increase their mobile advertising budgets over the next twelve months.


Nearly half of the survey sample [45%] expect mobile advertising growth to exceed 25%, according to a new industry survey. The survey, conducted by the Mobile Marketing Association in partnership with Warc, polled 378 marketing and advertising professionals from forty-two markets across ...

... the EMEA region.

As a snapshot of the current state of thinking about mobile marketing among industry practitioners, the survey also revealed respondents' views about the most significant trends as well as the main barriers holding back mobile from further growth.

Almost two-thirds [62%] of the EMEA survey sample said they currently allocate less than 10% of their budget to mobile. However, more than a quarter [28%] spend between 11% and 25%, while another 10% spend more than 26%.

Moreover, respondents expressed keen interest in mobile video and location-based data, given that these two formats will be used over the coming year by 65% and 56% respectively.

Respondents also identified telecoms, travel, drink, retail and finance as the most innovative categories for mobile marketing, while nearly half expected mobile wallet, virtual reality and augmented reality to gain prominence over the coming five years.

Read the original unabridged Warc.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: Warc.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6950



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