115 Marketing Trends found for Marketing Effectiveness / Accountability


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Amazon Invades Madison Avenue

Trend Summary: Madison Avenue goes on the the defensive as Amazon silently builds an advertising business.


Amazon's hitherto silent foray into adland includes search and banner ads on its e-commerce platform, with ads surrounding its streaming NFL games for Amazon Prime members. The Bezos bulldozer even uses its prized data to help ...

[Estimated timeframe:Q1 2018]

... advertisers target audiences on other websites.

Until now the ad business hasn’t been a top priority for Amazon. However, under the baton of Seth Dallaire, Amazon’s vice president of global ad sales, the company is more aggressively courting ad buyers.

Those advertisers and the holding companies that guard their billion-dollar budgets are taking note and working with Mr Dallaire’s team to find new ways to spend with the coveted e-commerce giant.

Read the original unabridged WSJ.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WSJ.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7299

Automated Market Research Techniques Invade Adland

Trend Summary: Brands are increasingly turning to automated marketing research techniques.


Machines are increasingly being used to automate a growing number of processes within the marketing world. Among these processes are  ...

[Estimated timeframe:Q3 2017]

... programmatic ad buying, artificial intelligence, chatbots and other emerging technologies.

These trends are changing the advertising, media and marketing landscapes, bringing with them new efficiencies and ways of working. 

The Marketing Week article cites in example the use of robots to test the effectiveness of advertising campaigns.

According to the article, brands want answers to specific creative campaign questions, such as messaging and execution, before a specific activity starts, specifically to assess how the target audience is responding and, when completed, to determine what ROI it has delivered.

Automation improves the accuracy of this kind of research, speeds up the collection of data and can save brands money.

It also makes ad testing more intuitive whilst enabling human researchers to spend more time analysing the results to produce the actionable insights that brands crave.

Read the original unabridged MarketingWeek.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MarketingWeek.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7245

Marketers, Including P&G, Admit to Struggle With Ad Viewability

Trend summary: FMCG titan Procter & Gamble admits it has paid for digital ads it couldn't prove were served on-screen.


According to P&G Chief Brand Officer Marc Pritchard, "The days of giving digital a pass are over." But there's another medium with a huge share of marketers' money which admits to a "viewability" problem of its own ...

[Estimated timeframe:Q2 2017]

... corrugated in-store paper displays!

Unviewable ads aka IRL [In Real Life] are an enormous overhead. According to insiders, P&G alone spends circa $1bn annually on corrugated instore displays worldwide.

Last month P&G pegged potential savings from eliminating waste from promotional materials of all sorts, which includes these corrugated paper displays, at a projected cost of $500m annually over the coming five years.

That figure compares to $1bn in planned savings from media buying, along with $500m from agency and production fees.

Read the original unabridged AdAge.com article.


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.marketingtrendtracker.com/article.aspx?id=7188

Performance Media Set To Become the "New Programmatic” in TV Ads

Trend Summary: TV ads in the USA are about to undergo a huge shift in how they are bought and sold. 


The predicted upheaval isn’t only about recent announcements re audience-based TV ads – the OpenAP consortia from Fox, Turner and Viacom, as well as NBCU’s announcement that it would reserve $1bn of its inventory this year for...

[Estimated timeframe:Q2 2017]

... audience based sales. 

According to MediaPost journalist Dave Morgan, this change isn’t just about the big recent announcements about audience-based TV ads. Morgan believes that something even more fundamental is happening in media, and it’s going to have its biggest impact on TV.

The future of TV will be about performance. As media legend Alan Cohen proclaimed when he took over as president-Ceo of independent agency Quigley-Simpson earlier this year: “Performance media is where it’s at. It’s the new programmatic.”

Cohen also believes that performance media will dominates digital advertising, because it can be measured and optimised that way. And performance is what marketers truly want, fundamentally, when they buy.

Read the origninal unabridged MediaPost.com article.


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.mediapost.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7172

P&G Marketing Boss Urges Marketers to 'Dig In' on Media Issues

Trend Summary: P&G Marketing chief urges CMOs to 'Dig In' on media issues.


Addressing the Association of National Advertisers Media Conference last week, Procter & Gamble's Chief Brand Officer Mark Pritchard got tough on ...

[Estimated timeframe:Q1 2017]

... media-agency contracts and digital audience measurement.

Mr Pritchard said not much had happened on those issues until he took personal responsibility for understanding things, even reading the Media Rating Council's viewability standard, which he jokingly called "riveting."

Pritchard said he had listened intently at ANA board meetings for years, "and understood about a tenth of it." "Then I would go back and delegate to someone".

On ad agency contracts he'd hear from his people: "We looked into it. There's no problem". Then I'd say: 'We need to get verification on this viewability.' And they'd say, 'We're best in class.' Over time it started to strike me that maybe there's something not quite right."

Advises Mr Pritchard: On such issues as programmatic media buying CMOs should "dig in. Go understand every step".

Read the original unabridged Adage.com article


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.marketingtrendtracker.com/article.aspx?id=7117

US Marketers Confidence Yo-Yos On Targeting and ROI

Trend Summary: US marketers confidence rises overall but fails to meet key objectives.


According to the 2017 edition of the American Marketing Association’s Marketers Confidence Index, marketers overall are more confident than they were a year ago. However, there's a downside - specifically that they are losing  ...

[Estimated timeframe:Q1 2017]

... confidence in the ability of their organisations to achieve some of the most vital goals in marketing - that they are investing in reaching the right customers.

Despite which, however, overall confidence this year has improved by six points to an index of 69 (out of 100 possible points).

The findings are based on an online survey of 304 US marketers conducted by WPP Group offshoot Kantar Vermeer, measuring the degree of optimism on the state of the economy.

Read the original unabridged MediaPost.com article.


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.marketingtrendtracker.com/article.aspx?id=7105

Ad Agencies, Media Owners Urged to Clean Up Their Act

Trend Summary: Advertisers, agencies, media, government and academia are to convene for a series of open forums.


Dubbed the Advertising Transparency & Trust Forum, the organisers describe themselves as a “non-partisan ad hoc working group” whose sole goal is to discuss the ...

[Estimated timeframe:Q1 2017]

... current state of “trust systems” in the advertising world to see if better business practices can be developed. 

The forum’s agenda is being developed by Jerry Wind, professor of marketing at The Wharton School of the University of Pennsylvania, who is well known for tackling big industry problems.

According to Andrew Susman, vice president of Empower MediaMarketing, a Cincinnati based independent media agency that resigned from the American Association of Advertising Agencies last year when the latter failed to endorse and support media-buying transparency initiatives proposed by the Association of National Advertisers: 

Susman adds: “It’s become apparent that the current situation with no trust has become destructive to all parties”.

Read the original unabridged MediaPost.com article.


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.marketingtrendtracker.com/article.aspx?id=7099

Facebook Mollifys Marketers With New Data Tools

Trend Summary: Facebook has refined its ad measurement system to give marketers more accurate data about their campaigns.


Earier this week Facebook announced an expansion of its partnerships with third-party ad tech companies, promising better quality data in order to provide ...

[Estimated timeframe:Q1 2017]

... marketers with a more accurate grasp of how ads on the social network compare to other media such as TV.

Facebook's focus on metrics has added significance given that it recently uncovered flaws in its data reporting to marketers, for example the serving of sometimes inaccurate numbers on elements such as video viewership.

In the wake of this trend, some of the marketing industry's biggest players have been leaning on other media owners such as YouTube, Twitter, Snapchat and Pinterest for independent verification of the data they provide.

According to  Fred Leach, Facebook's director of marketing science: "One thing we're trying to provide is more transparency around how advertisers are doing on Facebook."

Read the original unabridged AdAge.com article.


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.marketingtrendtracker.com/article.aspx?id=7094

P&G Goes Bare Knuckle With Ad Tech and Ad Agencies

Trend Summary: Procter & Gamble's top marketing honcho lays down the ground rules for agencies and media.


Speaking yesterday at the Internet Advertising Bureau's Annual Leadership meeting, Procter & Gamble's Chief Brand Officer Marc Pritchard laid down P&G's new law for ...

[Estimated timeframe:Q1 2017]

... digital media companies and ad agencies.

Announcing a five-point program that will take effect this year, the highly influential P&G honcho urged the rest of the advertising industry to follow his company's lead.

"The days of giving digital [media] a pass are over" declared Pritchard. "It's time to grow up. It's time for action" he evangelised.

P&G's marketing plan includes a thorough review of all media-agency contracts, presumably prompted by an unpleasant surprise in the wake of its dealings with an unnamed ad agency.

Pritchard also urges that all marketers use industry-standard viewability metrics, fraud protection programmes and third-party verification.

To enforce those steps Pritchard said that P&G has vowed not to user any digital media, ad tech companies, agencies or other suppliers for services that don't comply with its new rules.

"We've given them plenty of notice he said",adding wryly: "More than a full year for many."

Read the original unabridged AdAge.com article.


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.marketingtrendtracker.com/article.aspx?id=7091

Adobe Debuts New Digital TV Sales Tool

Trend Summary: Adobe Systems aims to level planning playing field for digital TV sellers.


TV ad buyers currently rely on state-of-the-art toolboxes to assist them in negotiating deals for cross-platform audience-based media buys. However, IT giant Adobe Systems aims to change the name of the game, arguing that the tools currently used by media sellers are ...

[Estimated timeframe:Q4 2016]

... rusty and that Adobe can help chamfer away that 'rust'.

With this end in mind, the Texan titan has introduced a TV Media Management platform for audience-based planning, forecasting, and yield management in digital, non-linear TV systems such as Roku, Apple TV and gaming consoles.

The system, made available last week, incorporates cross-platform viewership data from Adobe Analytics, which currently works with top drawer TV clients such as FOX, Comcast, NBC Sports, ESPN, Turner Broadcasting, MLB and Viacom.

Hypes Jonathan Tabak, group product manager at Adobe Primetime:"You need a tool that can factor-in  all those dimensions".

In a typical scenario, a media seller might need to know how an ad client's desired audience overlaps with particular TV shows.

The seller might, for example, import data from an advertiser's brand, overlay that data with show viewer data in Adobe Analytics, then add in other requirements such as preferred device types or geographic targets.

From thereon, the platform predicts the number of impressions expected to be available during the planned campaign run.

Read the original unabridged AdAge.com article.


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.marketingtrendtracker.com/article.aspx?id=7059



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