61 Marketing Trends found for Media / Radio


To minimise / maximise the insight just click anywhere within the orange box
Print Ads Still Rule the Consumer Confidence Roost

Trend Summary: A recent survey reveals that print ads influenced a purchase by more respondents than any other paid medium.


In a recent survey of more than 2,000 US consumers, data specialist MarketingCharts found that print ads (82%), followed very closely by TV ads (80%), influenced a purchase for more respondents than ...

Previous Next 

... any other paid medium.

Also rated for trustworthiness were Direct mail (76%), radio ads (71%) and out-of-home ads (69%) while, perhaps surprisingly, the bottom-ranked eight were all variations of digital ads, from search down to mobile and pop-ups.

Trust doesn't translate into embrace, however, since traditional media ads are not immune to being ignored. Even satisfied customers will ignore their print ads (35%), discard their print ads or catalogs (34%), or mute, skip or turn off the TV channel (34%).

It is more than twenty years since ads starting appearing in digital media, yet the industry has made little to no progress in building trust either with users and not with with agencies and brands either.

Read the ortiginal unabridged MediaPost.com article.

[Estimated timeframe:Q4 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.marketingtrendtracker.com/article.aspx?id=7054

Carat Forecasts Global Ad Recovery in 2014

Bottom Line: Media communications agency Carat foresees continued global growth of 3% for 2013, accelerating to 4.5% in 2014.


Carat, the global media arm of Aegis, owned by Japanese advertising titan Dentsu, today published its updated forecast for global advertising expenditure in 2013 and 2014. The forecast is based on data received from fifty-seven markets around the world, prompting Carat to predict modest but ... 

Previous Next 

... positive momentum for global advertising expenditure in 2013 and 2014.

Carat predicts global advertising expenditure will grow by +3% in 2013, a slight decline from the +3.7% predicted in March 2013, and global advertising spend forecast for 2014 will grow by +4.5%, also down fractionally from the previous forecast of +5.0% in March 2013.

A full recovery to positive growth in all regions in 2014 is predicted.

After two consecutive years of market decline, Western Europe is predicted to experience a slow and gradual recovery even in markets registering double digit decline in 2013, such as Greece and Portugal.

Commenting on the Carat forecasts, Jerry Buhlmann CEO of Aegis Media and Dentsu Aegis Network, said:

"Carat's latest adspend forecasts highlight the positive momentum and global growth for 2013, a year which has proven extremely challenging for some markets to maintain their 2012 ad spend levels, in light of the poor recovery of the global economy.

"In parallel to this, the new trend of a three-speed world is reinforced, with the rates of growth in the faster growing markets remaining ahead of steadily recovering markets, such as the US, followed by the struggling Eurozone markets.

"Looking ahead, Carat's forecasts do however predict that we are at a significant point of change with all regions expected to see a steady recovery in 2014, even those currently experiencing deep declines for 2013.

[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: AegisMedia.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=6181

Agency Giant to Switch to Automated Media Buying

Bottom Line: Agency holding company Interpublic is to automate 50% of its media buying over the next three years, thereby changing the face of the global media buying landscape. Rivals are likely to follow suit.


Automated media buying, aka Programmatic buying, is the future of all media according to Bonin Bough, vp of media and consumer engagement at FMCG titan Mondelez. Speaking at the recent Cannes Lions International Festival, Bough predicted that the whole world will become “digital exchange based” and that brands must ensure they have ...

Previous Next 

... smart data strategies in place to reap the benefits."

Predicted Mr Bough: “TV is probably going to be traded on digital exchanges sooner and more rapidly than digital itself was – everything will be programmatic buying."

Interpublic is the first of the big four agency holding companies [Publicis/Omnicom, WPP, Interpublic and Havas] to introduce a wholly automated media buying programme, although the others undoubtedly have similar plans. 

According to Todd Gordon, evp at Interpublic's media arm Magna Global: "Programmatic buying will be a subset of the automation movement." Mr Gordon added that  there is a need to bring the tactic to buying national and local, radio, display and most media.

“The demands of the data require a technological platform to secure the inventory,” he said at an industry event earlier this week. Gordon also addressed the need for improved cross-platform metrics, saying: “We’d like them to be stronger and more robust.”

Read the original unabridged MediaPost.com article.

[Estimated timeframe: Q3 2013 - 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.marketingtrendtracker.com/article.aspx?id=6149

Which Half of Your Advertising is Wasted? This Half ...

Bottom Line: After more than a century of failed efforts, accurate measurement of ad effectiveness is finally possible.


One of adland's most quoted aphorisms ("Half the money I spend on advertising is wasted; the trouble is I don't know which half") has this week been laid to rest by modern technology. After more than a century, the quote - respectively attributed to Unilever founder William Lever and/or US department store tycoon John Wanamaker - has been laid to rest by digital technology which enables ...

Previous Next 

... ad measurement services such as Tivo Research & Analytics, Nielsen Catalina and Nielsen MBI to quantify the “the amount of your product that was consumed by people before they saw your ad and the amount consumed after they saw your ad."

According to CBS research guru David Poltrack such services "can document the return from advertising.” 

The impact of this development on TV advertising can’t be overestimated. “It’s is something advertisers have always wanted,” Poltrack says.

“Financial management has always put pressure on marketing departments to measure the value of investments in advertising, and now for the first time we can do that with precision.”

How? Measurement services collect data from millions of set-top boxes and compare viewing behavior with information about what those same households actually buy, gathered via shopper cards. The method — single-source measurement — gauges TV viewing and product consumption of the same household.

“This allows us to go back to an advertiser and say, ‘you sold X hundred thousand more tubes of toothpaste to people who saw your ads than to people who didn’t,’” says Poltrack. “It answers the Wanamaker question.”

More than that, Poltrack adds, it allows advertisers to zero in at the program level and see which TV shows are working for their products, and even which creative is best, and make adjustments to increase its effectiveness.

Consumers agree to share their information when they get their shopper cards but, says Poltrack, privacy remains protected through “double blind matching,” which maintains two databases — viewing and shopping — that are merged only after identifying data is stripped away.

Read the original unabridged Variety.com article.

[Estimated timeframe: Q3 2013 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: Variety.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=6113

World Ban on Tobacco Advertising Sought

Bottom Line: The World Health Organisation has urged governments to impose a global ban on tobacco advertising.


Hard on the heels of this year’s World No Tobacco Day on May 31, the World Health Organisation [WHO] is vigorously lobbying national governments across the globe to ban tobacco advertising, promotion and sponsorship. For the past fifty years the US, UK and most EU governments have been warning people about the harmful effects of tobacco. Now other nations are ... 

Previous Next 

... following suit.

Thailand requires graphic labels on packs of cigarettes, while Turkey and Russia have enacted strong tobacco control laws.

The latest campaign has renewed smokers' interest in quitting, claims Dr Thomas Frieden of the US government's Centers for Disease Control and Prevention.

"Quitting smoking is the single most effective thing you can do to improve your health," he said.

But quitting isn't easy. Only 10% of smokers will quit in a given year according to Joanna Cohen of the The Johns Hopkins Bloomberg School of Public Health.

Explains Dr Cohen: "Tobacco use is an addictive behavior, and it's a human behavior which is very complex. So just think of any behavior on your own that you want to change, and it's not easy."

In Russia, according to Cohen, the stop smoking campaign was only partly due to health care costs. "Their citizens were dying off early, way earlier than they should be," she said. 

Among the stark facts highlighted on World No Tobacco Day:

  • Tobacco kills up to half its users
     
  • Tobacco kills almost six million people a year
     
  • Annual death toll could reach eight million by 2030
     
  • Nearly 80% of the world's smokers live in low and middle-income countries
     
  • Consumption of tobacco products is increasing globally.

According to the WHO, four out of five tobacco related deaths are in low and middle-income nations - countries that bear the greatest burden of disease and premature death.

These countries are where the tobacco industry is energetically seeking new smokers!

Read the original unabridged Voice of America article.

[Estimated timeframe: Q3 2013 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: VOANews.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=6109

New Tools for Future Media Impact Measurement

Bottom Line:  A leading US university is to create a “global hub” to measure the actual impact of media — journalistic, cinematic, social et al.


Marketers and media-buyers will welcome an initiative from the Lear Center, a unit within The University of Southern California's Annenberg School for Communication and Journalism. Hitherto, says Martin Kaplan, the Center's director: “The metrics that have been used for this have been astonishingly primitive.” Until now the true impact of media coverage - paid and unpaid - has largely been ...

Previous Next 

... a product of the imagination.

But with $3.25 million in initial financing from the Bill and Melinda Gates Foundation and the John S. and James L. Knight Foundation, change is afoot.

Mr Kaplan will join the Lear Center's director of research, Johanna Blakley, as a principal “investigator” for the new enterprise.

Kaplan spoke last week about the futility of counting page-views, “likes,” and retweets when trying to figure out whether an opinion piece, a documentary film or a television show actually moved anyone.

“Those measure how many people saw something,” he said. “That’s not the same as an outcome.”

Read the original unabridged New York Times article.

[Estimated timeframe: Q2 2013 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: NYTimes.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=6086

Global Adspend to Soar by 5% in 2014

Bottom Line: Global advertising expenditure within twelve major markets is predicted to increase in 2013 by +3.0% at current prices and by +5.4% in 2014.


Marketing intelligence service WARC [World Advertising Research Center] today issued its latest International Ad Forecast. The outlook for 2013 is not rosy, due says WARC, "to the absence of last year's adspend boost from the Olympics and the US presidential election". The forecaster also expresses ongoing concerns about ...

Previous Next 

... the health of the global economy, particularly in relation to the Eurozone debt crisis.

Despite which WARC expects global advertising spend (based on twelve major markets) to increase by +3.0% at current prices in 2013 and by +5.4% in 2014, according to its latest International Ad Forecast.

 

With the exceptions of Brazil and Japan, all featured markets have seen downgrades to their forecasts for 2013 compared with WARC's November 2012  report.

The Eurozone countries will all see flat or negative growth in advertising spemajor political or sportind for 2013.

Comments WARC's Data and Journals Director Suzy Young: "With few major political or sporting events this year, global advertising spend growth was always expected to be slower than in 2012. The Eurozone debt crisis also continues to depress growth both among member countries and abroad. To offset this, global adspend will be reliant on a solid performance from the US and strong growth from emerging markets."

Read the original unabridged WARC article.

[Estimated timeframe: Q2 2012 - Q4 2014]

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.marketingtrendtracker.com/article.aspx?id=6073

Global Adspend to Buck Recession Thru' 2016

Bottom Line: In its latest global adspend forecast, emarketer.com predicts annual expenditure will grow steadily over the next several years - thanks mainly to emerging markets.


The advertising industry worldwide is expected to defy recessionary trends and increase spending at healthy rates over the next several years, a key driver being increased investment in emerging markets. eMarketer.com bases its latest forecast on the fact that ad spending worldwide rose 5.4% in 2012 to just under $519 billion— bettering 2011’s increase of 3.6% despite recessionary influences. Ad spending will continue ... 

Previous Next 

... climb at a similar pace throughout eMarketer’s forecast period, which extends through 2016. By that year, eMarketer forecasts, worldwide ad spending will top $628 billion.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The fastest growth during the forecast period will come from Latin America, where ad spending is up 11% this year to $34.66 billion. By 2016, ad spending in Latin America will reach $51.33 billion.

Asia-Pacific, Eastern Europe and the Middle East and Africa will also enjoy higher-than-average growth rates, while growth in North America and Western Europe will be significantly slower.

This year, Western Europe has struggled to grow ad spending at all, with several major countries posting spending declines.

Japan is the world's second largest nation in terms of ad spending,al though China is hard on its heels and set to surpass it in 2014.

Moreover, China, the third-largest ad market in the world, is growing much more quickly in terms of adspend than mature markets like the US or Japan.

eMarketer estimates ad spending in China is up 13% this year, slightly higher than Warc’s November 2012 projection of 11.5% growth.

Research firms that predicted significantly higher growth rates tended to make those forecasts earlier in 2012, when overall economic prognostications for China were more favorable. Nonetheless, eMarketer predicts double-digit ad spend growth rates in this massive country through the rest of the forecast period, which will help boost Asia-Pacific (and worldwide) increases.

Read the original unabridged eMarketer article.

[Estimated timeframe: Q1 2013 - Q4 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: eMarketer.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=5999

Global Adspend Guesstimated to Reach $533.2bn in 2013

Bottom Line: In a revised forecast issued yesterday [20-Aug-12] GroupM, the media arm of WPP Group, predicts that global ad revenues in 2013 will increase 5.3% versus 2012, rising to $533.2 billion.


The augury, part of GroupM's media and marketing forecasting series, is based on data supplied by parent company WPP Group's global resources. But the uncertain economy, both in Europe and the USA, has led GroupM to revise down its earlier forecast of a 5.1% increase in measured global media adspend for 2012 to $506.3bn. That's a variance of 9.7 percentage points from the media savant's forecast late last year of 6.3% growth to $522bn. The seventy nation forecast also predicts that ...

Previous Next 

... global adspend in 2013 will increase 5.3% compared to 2012, representing $533.2bn.

The revised spending forecast was made in GroupM’s biannual worldwide report, This Year, Next Year, which also said that 2011 advertising spending in measured media hit $482 billion, a 5% increase versus the 2010 figure of $459bn. 

For the US market, the report predicts that advertising investment in measured media will grow 3.6% in 2012 to a total of $152.5bn, down from the 4% growth projected in the previous report issued in December 2011.

For 2013, the new report predicts a 3.1% increase, representing a total spend of $157.2 bn.

Says GroupM Chief Investment Officer Rino Scanzoni: "We attribute the decline in US ad spending to a number of factors, including a loss of economic momentum, the global deterioration from all continents but particularly the Eurozone and political and fiscal uncertainty at home for the election and beyond.”

To read the full unabridged article click here.

[Estimated timeframe: Q3 2012 - Q4 2013]

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

Source: WPP.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=5904

World Adspend Set to Soar 22% in 2013

Bottom Line: WPP-owned media-management firm GroupM predicts a relatively meagre uplift in global adspend in 2012, soaring to 22% growth in 2013.


Economic uncertainty, both in Europe and the USA, has prompted WPP Group's media subsidiary GroupM to downgrade its autumn 2012 forecast of 6.3% growth in global adspend for this year. The prediction was yesterday revised downward to 5.1% in measured media growth. Or, in dollar terms, a plunge from $522bn to $506.3bn. But there is a silver lining to this tale of economic woe: according to the 70-nation forecast come 2013 ...

Previous Next 

...  year-on-year adspending worldwide will increase 5.3%, representing an expenditure uplift of $533.2 billion versus 2012. 

The revised spending forecast was made in GroupM’s biannual worldwide report, This Year, Next Year, which also said that 2011 advertising spending in measured media hit $482 billion, a 5% increase over 2010 spending of $459 billion.

For the US market, the report predicts advertising investment in measured media will grow 3.6% this year to $152.5 billion, down from 4% growth projected in the previous report, issued December 2011.

For 2013, the latest report predicts a 3.1% increase in US media spending, totalling $157.2 billion.

Comments GroupM Chief Investment Officer Rino Scanzoni: “We attribute the decline in US ad spending to a number of factors, including a loss of economic momentum, the global deterioration from all continents but particularly the Eurozone and political and fiscal uncertainty at home for the election and beyond.”

Ad investment in the Eurozone periphery (Greece, Ireland, Italy, Portugal and Spain) fell 6.0% in 2011 and is expected to fall a further 8.8% in 2012 before stabilizing at par in 2013.

But GroupM Futures Director Adam Smith stressed that this prediction “assumes an orderly normalization of the Eurozone.”

Smith said all digital spending trends are positive everywhere irrespective of local economic conditions. “Internet advertising is growing in every country, so powerful is its structural and evolutionary development.”

Read the original unabridged article here.

[Estimated timeframe: Q3 2012 - Q4 2013]

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

Source: GroupM.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=5880



First Previous 1 2 3 4 5  ... Next Last