47 Marketing Trends found for Agencies / Digital


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Brands and Agencies Want Results From AI -- Not a "Calgon Moment"

Trend Summary: Here's What marketers want from AI platforms?


De-stressing marketers and their ad agencies from the day-to-day complexities of marketing strategies might be a noble [if unachievable] goal despite which it remains  a ...

[Estimated timeframe:Q1 2018]

... secondary concern when it comes to adopting AI.  

When the first scalable artificial intelligence marketing solutions came to market in 2016, brands adopted them more quickly than agencies.

However, neither brands nor ad agencies rushed to embrace AI because of its shiny packaging.

A meagre 11% response to peer pressure of brand respondents, plus just 8% of ad agencies, explored AI because they wanted to try the latest new marketing tool or exotic technology.

Be that as it may, seven out of ten respondents [brands and agencies] cited “increasing the value of our marketing investment” as a key motivating factor for adopting AI.

Brands, which have greater impetus to control costs [they can’t be passed along to clients] were especially keen on this reason: 83% of respondents, compared with just 58% of agencies, cited cost containment as an important factor.

For agencies, increasing campaign productivity [making themselves look good to clients] moved the needle, while 33% investigated AI systems because their current manual and/or technology-aided efforts had flatlined.

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: https://www.marketingtrendtracker.com/article.aspx?id=7351

'Internet of Things' Set to Enter Next Phase

Trend Summary: Ad agencies and inventors are starting to shape the 'Internet of Things'.


The digital world's rapid interweaving with the physical world is forcing tech companies and ad agencies to constantly hone up on the massive landscape of big data. Moreover some analysts and experts expect there will be as many as ...

[Estimated timeframe:Q1 2017]

... fifty billion connected devices within the next three years.

International Data Corporation estimates that this trend could generate nearly $9 trillion in sales by 2020. While at this year's Consumer Electronics Show [CES] in Las Vegas a number of companies will debut IoT products that range from brilliant to wacky.

One exhibitor, Norwegian near-field-communication company Thinfilm Electronics, will be displaying its line of smart bottles that connect smartphones to social media and other websites, while manufacturing titan 3M will debut methodology that tracks breathing patterns and one's environment through wearable devices in ways that could help people with asthma or allergies.

Yet another company, Ozobot, will be showcasing its mini "social robots" that operate via colour command to help children learn to code. Moreover, visitors to CES will experience a cornucopia of of shiny new  connected cars, connected shoes and connected travel.

According to Brian David Johnson, a former futurist at Intel, now the futurist in residence at Arizona State University's Center for Science, the Internet of Things is finally entering its  "age of adolescence".

Johnson predicts that much of the original consumer-grade hype has focused on turning lights on and off and tracking fitness, whereas the next few years will see an inventive wave of maturity in which advertisers seem keen to play a part.

Read the original unabridged Adweek.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: AdWeek.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=7063

UK Brands Voice Concern Over AdSpend Transparency

Trend Summary: Major UK brands are increasingly excited, albeit concerned, over the potential adtech brings to their marketing plans.


Programmatic spend by UK marketers in 2016 is forecast to exceed £2.6bn prompting trade body, the Incorporated Society of British Advertisers [ISBA] to address both awareness and issues of transparency via a ...

[Estimated timeframe:Q3 2016]

... set of guidelines to its members.

ISBA maintains that, despite a marked increase in media spend using programmatic technologies, its members are increasingly concerned that their media agencies are not doing enough to promote transparency with regard to their media management practices. Accordingly ISBA is now acting to bolster levels of education.

According to ISBA’s director of media and advertising Mark Finney, high attendance numbers at its events focusing on programmatic advertising are indicative of the levels of interest in the use of such technologies.

Moreover ISBA members are increasingly perplexed at the ever-increasing complexity of the adtech ecosystem, especially when it comes to issues such as whether or not their ads are actually viewed by humans, click fraud and ad misplacement.

Mr Finney reveals that “ISBA members are also worried about their media agencies’ lack of transparency, with agency trading desks acting as both agent and vendor and the whole issue of rebates. This problem is exacerbated by incomplete disclosure on the part of media agencies regarding their media management practices.

Concludes Finney: If they [media agencies] made more effort to demystify their processes it might make advertisers less inclined to mistrust.”

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: https://www.marketingtrendtracker.com/article.aspx?id=6987

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: https://www.marketingtrendtracker.com/article.aspx?id=6981

Adland Set to Adopt Virtual Reality Technology

Trend Summary: Virtual reality is on course to change the face of marketing and media over the next generation.


Combined with its predicted scale the promise of virtual reality [VR] creates a potent scenario unlike anything that’s gone before. Aside from its impact on the worlds of entertainment, education, culture and commerce, its potential effect on people's psychologies is ...

[Estimated timeframe:Q3 2016]

... equally intriguing.

Daniel Freeman, professor of clinical psychology at the University of Oxford, who recently oversaw a study found that VR can be used to reduce paranoid fears.

Charities have also been quick to realise the potential of VR storytelling for this purpose. A recent VR experience for the National Autistic Society built on the theme of sensory overload, putting the user in the position of a person with autism.

Says Richard Beer, creative director at Don’t Panic, the agency behind the work: “We’ve used every tool at our disposal, from sound design and VFX to set design and stage direction, to create a small moment of what it can be like to be autistic. It’s a very different approach from traditional storytelling,”

Moreover, adds Beer, “VR’s core strength is its ability to create a sense of ‘presence". “Done well, it can make you forget that you’re even wearing a headset at all. So if you think about empathy as a mountain every storyteller or filmmaker must scale, VR offers us an opportunity to start half way up it.”

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: https://www.marketingtrendtracker.com/article.aspx?id=6904

McCann Japan Hires First Artificial Intelligence 'Creative Director'

Trend Summary: Japanese ad agency hires adland's first Artificial Intelligence creative director.


In addition to hiring eleven recent college graduates, ad agency McCann Japan is to add AI-CD β, the world's first AI (artificial intelligence) creative director. Developed by McCann Worldgroup's Creative Genome Project, this is the first project undertaken by ...

 

[Estimated timeframe:Q1 2016]

... a taskforce launched in September 2015.

Enthuses Yasuyuki Katagi, president/ceo of McCann Japan: "The whole company is 100 percent on board to support the development of our A.I. employee."

"Artificial intelligence is already being used to create a wide variety of entertainment, including music, movies, and TV drama, so we're very enthusiastic about the potential of AI-CD ß for the future of ad creation."

Whilst developing AI-CD β, the McCann team deconstructed, analysed and tagged TV commercials, including the winners of the All Japan Radio & Television Commercial Confederation's annual CM Festival awards for the past ten years. AI-CD beta was designed to mine the database and creatively direct the optimal commercial for any given product or message.

The McCann Japan team claims it now has sufficient data to take on a creative brief from a client. One of McCann Japan's multinational clients, as yet unnamed, has agreed to work with AI-CD beta on an upcoming campaign.

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: https://www.marketingtrendtracker.com/article.aspx?id=6864

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 ...

[Estimated timeframe:Q1 2016 Onward]

... 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.


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: https://www.marketingtrendtracker.com/article.aspx?id=6800

Is This the Beginning of the End for Trad Ad Agencies?

Trend Summary: US companies in-house advertising and communications units have multiplied at the expense of traditional ad agencies.


According to the USA's Association of National Advertisers, in 2008 just 42% of its member companies had in-house agencies. By 2013 however, that figure had risen to nearly 60%. These in-house units boast hundreds of staffers who create everything from print collateral and social posts to ...

[Estimated timeframe:Q4 2015 onward]

... big budget multimedia campaigns.

The Boston-based In-House Agency Forum [IHAF] serves the needs of this growing community of marketers via the delivery of thought leadership, industry insights and networking opportunities.

By 2014 IHAF's membership swelled from 150 to 250 companies and now includes heavy hitters such as American Express, Blue Cross Blue Shield, Boeing, Coca-Cola, HP, Lego, McDonald's, Nestlé and Raytheon.

One of the biggest advantages in having an in-house agency is its unlimited opportunity to learn from within - something external agencies are hard-pressed to do. Being part of the same company, marketers live and breathe the culture and the brand. The client's products are your products.

According to Marta Stiglin, a long-time member of IHAF's board of directors and its former chairman, one of the biggest misconceptions is that IHAF cannot attract and retain the same calibre of strategic and creative talent that external agencies can.

Says Ms Stiglin: "That simply isn't true. What's essential when staffing any type of organisation, internal or external, is that you hire the best and brightest people you can. If you hire "B players," you'll end up with a "B team."

Read the original unabridged AdWeek.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: AdWeek.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6794

Brands and Agencies Remain Cautious Re Social Media

Trend Summary: Almost three out of ten advertising and marketing executives don’t believe social media plays an important role in the marketing mix.


New research conducted by the UK's Internet Advertising Bureau [IAB] reveals that behaviour and attitudes towards social media among a sample group of 180 advertising agencies and brands, found that in terms of marketing disciplines, social is seen as ...

[Estimated timeframe:Q4 2015 onward]

... still a “teenager”.

Respondents said that only 43% of their Twitter, Instagram or other social campaigns were integrated into the wider marketing function, while over half of the participating brands noted that they never measure the ROI of social media.

Conversely, ad agencies are more likely to calculate ROI, with 35% saying they go through the process "some of the time".

Despite these findings, however, agencies said that over the next twenty-four months they will allocate 33% more of their budgets in the medium, with brands expecting a 21% rise – which Alex Kozlof, the IAB’s director of marketing and communications, believes could help social “enter adulthood within a couple of years”.

The survey, which was conducted on behalf of the IAB by ICM Research, also revealed which brands marketers saw as "leading the way" on social: Coca-Cola topped the list with 20% of the total votes, followed by Nike and Virgin.

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: The Drum.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6792

Fraud and Other Flaws Cost Online Ad Industry $8bn Annually

Trend Summary: Ad blocking and flaws in the online system are costing the digital marketing, advertising, and media industries around $8.2bn annually.


A new report conducted by Ernst & Young on behalf of the US Interactive Advertising Bureau reveals that ad blocking, along with other flaws in the online system, are costing the digital marketing, advertising and media industries in the region of an eyewatering ...

[Estimated timeframe:Q4 2015 onward]

... $8.2bn annually.

The Ernst & Young report, titled What Is An Untrustworthy Supply Chain Costing the Digital Advertising Industry, posits that there are three main causes underlying that $8.2bn figure. These are:

  • Non-human traffic (fake advertising impressions that are neither generated by real advertisers nor received by actual consumers) accounts for more than half of the wasted money, totalling $4.6 bn.
     
  • Infringed content – stolen video programming, music and other editorial content that is illegally distributed on the web. This equates to losses of circa $2.4bn and will continue to grow.
     
  • The remaining $1.1bn in lost dollars comes from malware-related activities, with much of that figure coming from ad-blocking. The IAB estimates that $781m is lost from consumers installing ad blocking software over malware and security concerns.
     

Read the original unabridged AdWeek.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: AdWeek.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6782



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