69 Marketing Trends found for Marketing Effectiveness / Accountability


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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: https://www.marketingtrendtracker.com/article.aspx?id=7059

UK Content Marketers Seek Improved Metrics

Trend Summary: According to a new study, measurement is critical to content marketing with dedicated spend set to grow over the coming year.


Content Marketing, according to the Measurement Effectiveness Report published by the Content Marketing Association [CMA], is a form of marketing focused on creating, publishing and distributing content to a targeted online audience. The report was conducted among ...

[Estimated timeframe:Q4 2016]

... senior level CMA marketers, reflecting the views of over forty companies.

Also contributing to the report were major brands such as Sainsbury's Bank, Barclays UK and British Gas, as well as ad agencies including iris, Ogilvy and McCann.

This found that 73% of respondents regarded measurement as very important to their content marketing strategy, with half of marketers currently spending 6% to-15% of their content marketing budget on this area.

Nearly half (45%) of respondents said they were planning to increase this spending in the coming year, with 56% already automatically offering measurement as part of their content marketing strategy – thus demonstrating its importance in the industry.

However, only half of those surveyed thought it possible to accurately measure content marketing's ROI, and a similar proportion (52%) doubted whether a universal metric was achievable.

Most (91%) thought that content marketing effectiveness metrics could include long-term brand health measures such as favourability/likeability, trust, consideration and propensity to buy. 

The key to the CMA’s success is informing and educating both clients and members about the latest thinking in all areas of content marketing, while showcasing the talents of its members as they plan and produce ever-more effective and innovative strategies and creative work.

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: https://www.marketingtrendtracker.com/article.aspx?id=7008

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

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: https://www.marketingtrendtracker.com/article.aspx?id=6976

Fraud and Ad Blockers Threaten Integrity of Digital Metrics

Trend Summary: Growing use of ad-blocking software by young millennials is compelling marketers to investigate new ways of reaching this segment.


According to a senior executive at marketing data and analytics company comScore, the steady increase in invalid traffic [IVT] and the growing popularity of ad blocking have combined to undermine the ...

[Estimated timeframe:Q3 2016]

... integrity of every other performance and effectiveness metric in digital marketing.

Writing in the most recent edition of the Journal of Advertising Research, Gian Fulgoni, Co-Founder and Chairman Emeritus of comScore, cited a recent Association of National Advertisers report which estimates that in 2016 marketers will waste some $7bn globally, buying online ads that people never see.

Moreover, added Mr Fulgoni: "Advertisers, agencies, and publishers alike feel the pain of IVT while the fraudsters benefit."

"For media buyers, the negatives include wasted advertisement spending and decreased return on investment, lack of transparency into the drivers of performance and missed opportunity for advertisements to have an impact."

"Meanwhile, advertising on premium publisher sites offers marketers the benefits of lower fraud, higher viewability and greater sales impact. The use of branded content is one possible remedy."

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.om
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6958

US Senators Demand Action On Ad-Click Fraud

Trend Summary: Two US Democrat Senators are demanding assurances from the Federal Trade Commission that action be taken to eliminate ad-click fraud.


In a letter to the Federal Trade Commission [FTC], Democrat Senators Chuck Schumer and Mark Warner seek assurances about programs that enable hackers to seize control of multiple computers remotely, providing them with access to consumers' ...

[Estimated timeframe:Q3 2016]

... personal information.

Messrs Schumer and Warner specifically request the FTC to provide details on what it's doing to crack down on ad-click fraud.

Say the duo: "These programs allow hackers to seize control of multiple computers remotely, providing them access to personal information as well as the ability to remotely install malware to engage in advertising fraud, entirely unbeknownst to the computer's true owner".

Internet advertising revenues in 2015 were estimated at $59.6bn - but say the duo "many of the purchased ads are not reaching their intended audience, instead, they are being intercepted by botnets".

Maintain Schumer and Warner: "Bots plague the digital advertising space by creating fake consumer traffic, artificially driving up the cost of advertising in the same way human fraudsters can manipulate the price of a stock by creating artificial trading volume."

Last month, the World Federation of Advertisers predicted that by 2025, fake Internet traffic schemes will be second only to the cocaine and opiate markets as a form of organised crime.

Read the original unabridged Foxbusiness.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.foxbusiness.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6930

Marketers "Complacent" About Ad Fraud

Trend Summary: Advertisers can't afford to continue their current complacent approach to ad fraud, warns ad trade body.


According to the World Federation of Advertisers [WFA] marketers cannot afford to continue their current "complacent" approach to ad fraud, given that they are the only real casualties in what the trade body warns could be a ...

[Estimated timeframe:Q3 2016]

... $50bn a year industry by 2025.

Says Stephan Loerke, ceo of the WFA, "Advertisers are the sole victim of ad fraud. It is endemic and it has to stop".

Loerke believes that's because agencies, vendors and media owners still benefit, albeit unintentionally, from fees and commission when fraud occurs.

He cites "a degree of complacency" among advertisers and cautions that "If brand owners don't take action, we can't expect others to do so on our behalf".

His remarks coincided with the launch of the WFA's new guidelines to help marketers reduce their exposure to ad fraud, while at the same time acknowledging that they are unlikely to eliminate it completely.

The report identifies four key areas, including people and technology, education and communication, standards, and governance.

Brands need to develop in-house expertise to support vendor selection, it recommended, and they should work with cyber-security partners to help understand common threats and demand full transparency of investment.

Brands should also set clear expectations of what they demand from their partners and set metrics that relate back to business outcomes.

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: https://www.marketingtrendtracker.com/article.aspx?id=6903

Ad Viewability Rises in UK

Trend Summary: Online ad viewability in the UK increased to 54% in Q1 2016, exceeding the industry benchmark of at least 50%.


The report, authored by Berlin headquartered ad verification firm MeetricsGmbH, indicates that the viewability of ads served in the UK reached its highest level in Q1 2016, the highest first quarter since Q3 2014, when 55% of ads ...

[Estimated timeframe:Q2 2016]

... were viewable.

MeetricsGmbH deems an ad to be 'viewable' if it meets the recommendations set out by the Internet Advertising Bureau and the US quasi-governmental Media Rating Council. Specifically, that to be 'viewable, 50% of an ad can be seen for at least one second.

Although advertisers should be heartened by the improvement, the data indicates that the UK continues to lag other European markets.

For example, two-thirds (66%) of ads served in France were judged to be viewable over the same period, with similar levels in Austria (65%) and Germany (60%).

Commenting on the data, Anant Joshi, director of international business at Meetrics, said there are two main reasons underlying the improvement in the UK's ad viewability rates.

According to Mr Joshi: "As the whole 'ad verification' topic gets more publicity, it gains prominence in marketing departments. Consequently, more campaigns are being optimised against viewability figures".

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: https://www.marketingtrendtracker.com/article.aspx?id=6878

US Marketing Body to Adopt Marketing Efficacy Measurement System

Trend Summary: After many months of research a US marketing body believes it can now measure brand value and predict movements in market share.


The measurement method, devised by the Marketing Accountability Standards Board [MASB hereon], is surprisingly simple and will enable marketing executives to experience the same boardroom credibility that finance and engineering executives have long enjoyed. Movements in MASB's Brand Choice metric were found in an 18-month study across ...

 

[Estimated timeframe:Q2 2015 onward]

... 100 packaged-goods and automotive brands.

The new measurement system is designed to correlate strongly with market share, as measured by AC Nielsen, with an 0.88 value where 1 indicates the strongest and zero the weakest correlation.

When tests were designed to strip out the effects of pricing and distribution differences, the correlation of Brand Choice with subsequent market share was even stronger, reaching a high of 0.94.

Says MASB chairman David Stewart, marketing professor at Loyola Marymount University in Los Angeles: "I'm actually very optimistic. I think we have now shown we have a metric. It's simple. It's easy to understand and it's highly predictive.

"We are now at the point where we can begin to contribute to the financial dialogue of the firm as well as the marketing dialogue."

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: https://www.marketingtrendtracker.com/article.aspx?id=6770

Outdoor Digital Advertising in UK Gets Smarter

Trend Summary: Out-of-home advertising in the UK has registered huge growth in 2015, prompting a rise in spend in the channel.


According to ad trade magazine Marketing Week, the evolution of out-of-home [OOH] advertising is set to continue throughout 2016, with the introduction of automated buying via a 10-digit code that enables automated trading of digital billboards between ...

[Estimated timeframe:Q4 2015 onward]

... media agencies and site owners.

According to the UK's marketing body for the industry, Outsmart (previously known as the Outdoor Media Centre) the 10-digit code allocator, named 'Space', will reduce the number of human input hours formerly devoted to OOH ad trading and planning.

Says Alan Brydon, Outsmart's ceo: “Instead of humans having to do hours [of work], machines can talk to each other and do the same work more quickly”.  

“In any business, if you can get the functional stuff out of the way, your talented people can spend more time doing what is important – having good ideas and working with customers to get better solutions.”

Another innovation announced this month is from Ocean Outdoor, which is gearing up to launch another trading system, The Loop Live, in 2016. This enables brands to buy OOH advertising by the number of ‘impacts’. Advertisers will be able to decide on the audience, time and locations and, using that data, Ocean’s system will optimise the campaign across screens.

The Outsmart system will be rolled-out to twenty double-sided digital screens in twelve locations in Birmingham's city centre, providing full-motion, real-time ad placements. They are also fitted with cameras and NFC [Near Field Communication] technology. The trading system will also be available for other Ocean Outdoor sites known as The Grid, which consists of eight digital screens in six cities.

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: https://www.marketingtrendtracker.com/article.aspx?id=6752



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