304 Marketing Trends found for Media / Television


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Video Ads Are Changing Both For Viewers and Advertisers

Trend Summary: The video experience is changing in almost every way both for viewers and advertisers.


According to GroupM's latest State of Video report, video content is no longer constrained by schedules, location, or devices. Among the 48-page publication's key findings is that almost none of ...

[Estimated timeframe:Q4 2017]

...  these changes benefit the original advertisers who helped build the television economy in return for the brand-competitive advantages accruing from reach, scarcity and high barriers to entry.

Consequently advertisers, both traditional and new, must re-think audiences and use advanced segmentation; more traditional variations were once the keystones of mass marketing.

Comments report co-author Rob Norman, chief digital officer" at GroupM: "Our observations on the challengers to TV were somewhat predictable".

"The value of video maybe higher to consumers than advertisers but it’s clear that advertisers who make platform specific assets for relevant products will be most likely to succeed."

Read the original unabridged GroupM 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: https://www.mediapost.com/publications/article/310138/groupm-explores-state-of-video-advertising.html
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7264

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

Oracle Plans 'Aggressive' Move Into TV Advertising

Trend Summary: Multinational computer technology corporation Oracle plans an aggressive move into TV advertising.


According to an article in today's Advertising Age, tech titan Oracle is girding its loins for an "aggressive" move into TV advertising. In a move that will likely lead to similar partnerships, the company's Data Cloud division has joined with linear TV data firm Simulmedia. Oracle hopes the partnership will ...

[Estimated timeframe:Q2 2017]

... coax advertisers still spending big bucks in TV to look to its platform and audience-linked transactional data offerings, the latter being typically employed for digital advertising, prior to planning TV media buys.

Says Joe Kyriakoza, VP and GM of automotive at Oracle Data Cloud, "This is our first big move into the TV space".

Explains Mr Kyriakoza: "To put the partnership to use, an auto advertiser might work with Simulmedia to target luxury SUV buyers. The TV data firm would connect its viewer data to Oracle's data on in-market SUV buyers, which it obtains through several purchase transaction data relationships with credit card firms, research firm IHS Automotive and others.

Oracle can also layer-in a brand's own CRM data and push it through Simulmedia's system. All of which helps marketers to determine where on TV to best allocate their budgets.

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=7170

Live Video Finally Takes Off in USA

Trend Summary: It is estimated that 63% of US internet users in the 18-34 age group have watched live video.


A study conducted in January 2017 by consulting firms Warc and Deloitte Digital reveals that live video has the greatest potential when it focuses on newsworthy events that attract high rates of ...

[Estimated timeframe:Q1 2017]

... sharing and commenting.

According to eMarketer’s latest report by analyst Paul Verna, "US Live Video 2017: Still Buffering", consumer-uploaded streams tend to be especially challenging to monetise because of their unpredictable nature, although content from publishers and brands offers more potential.

The data points to the challenges of using live video for marketing purposes—or even the challenge of getting started. It should be noted, however, that it took marketers years to embrace YouTube, Facebook and Twitter, largely for the same reasons that make live video, in its current incarnation, problematic.

Read the original unabridged TheDrum.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: TheDrum.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7103

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

Addressable TV Ads Are On the March

Trend Summary: Addressable TV in the USA is on course to double its revenues, creating a $2bn marketplace by 2018.


According to TV industry trade group the Video Advertising Bureau [VAB], addressable TV is an advertising technology that enable advertisers to selectively segment TV audiences and serve different ads or ad pods (groups of ads) within a ...

[Estimated timeframe:Q4 2016]

... common program or navigation screen.

The VAB calculates that current revenues from addressable TV approach $900 million in 42% of TV homes.

The trade body also estimates that 71% of marketers are willing to pay a higher cost per thousand price  for addressable ads - which are able to span live and on-demand TV.

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=7033

Global Adspend Growth Predicted to Slow in 2017

Trend Summary: Global adspend will rise by 4.5% in 2016 but the growth rate is predicted to slow to 4.2% in 2017.


The latest Consensus Ad Forecast from marketing intelligence service Warc indicates that, with the exception of newspapers and magazines, all major media channels are expected to record adspend growth this year and next. However, the two largest channels ...

[Estimated timeframe:Q4 2016]

...  TV (+1.1%) and internet (+13.0%) are forecast to see their growth rate ease during 2017.

The same is true for mobile media, though it is still set to be the fastest-growing ad channel over the period.

All thirteen markets covered in the Warc report are forecast to see the amount invested in advertising rise both this year and next, although in eight of these markets the growth rate will lessen in 2017.

Read the original unabridged Warc.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: Warc.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7020

Agencies and Media Platforms Conjoin to Measure Cross-Screen Viewing

Trend Summary: Ad, TV, Video trades in USA organise around tech standards to seek single 'Mezzanine' format.


The proliferation of so-called “cross-platform” screens for watching TV and video has focused the US media industry on measuring and understanding how consumers view advertising and programming content, but it has also created unintended consequences in ...

[Estimated timeframe:Q3 2016]

... the way in which the Ad, TV, and Video trades produce, distribute and traffics that content.

The consequences of this trend have created confusion, inefficiency and challenging new kinds of workflow among advertisers, agencies and the media.

In the first industry-wide initiative to tackle technical standards and formats associated with this rapidly changing marketplace, a joint venture of the Association of National Advertisers [ANA]and its agency counterpart, the 4As, has spearheaded a coalition of the advertising, TV and digital media industry’s leading technical groups to create standards and best practices for managing video assets in a non-linear world.

The effort - which is supported by nine trade groups, including the ANA, the 4As and the Interactive Advertising Bureau - is the brainchild of Harold Geller, chief growth officer of Ad-ID, the ANA/4As joint venture that created an indelible digital code enabling advertisers, agencies, producers and the media to traffic vital metadata associated with TV and video ad campaigns regardless of whichever platform they ultimately end up on.

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=6981

Adobe Debuts New System For Personalised TV Ads

Trend Summary: Adobe has rolled out a new approach to the concept of dynamic TV ad insertions.


Adobe Marketing Cloud, a collection of integrated online marketing and web analytics, this week rolled out a new approach to the concept of dynamic ad insertions. The new platform replaces ads that are set to appear in a broadcast feed with an ...

[Estimated timeframe:Q3 2016]

... individually targeted ad which can either be live or on demand.

According to Adobe hype, this is most complete set of marketing solutions available, claiming that it gives marketers everything they need to get deep insights into their customers.

It also enables personalised ad campaigns, whilst managing marketers content and assets.

Campbell Foster, Adobe's director of product marketing, emphasises that the Marketing Cloud service is not just for video-on-demand (which is technically easier to dynamically insert an ad) but also works on live TV.

With a live broadcast like the Olympics, there are millions of viewers watching simultaneously, which means when the network cuts to the ad break the platform must run millions of individually targeted ad insertions concurrently. This is difficult to accomplish without crashing the entire system, says Mr Foster.

The new Adobe system, however, enables a broadcaster's data to automatically instruct the platform which ad to insert. No personally identifiable information is used, but the broadcaster can target by Zip code, designated market area, device, third-party segments or any data such as behavioral or demographic characteristics to which the broadcaster has access.

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=6976

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 ...

[Estimated timeframe:Q3 2016]

... 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.


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=6964



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