173 Marketing Trends found for Media / Television


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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

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

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

Tweeters Drive TV Programme Loyalty

Trend Summary: America's TV viewers in their droves are overwhelming social media networks with their reactions to every programme plot twist and turn.


Commenting on the summarised trend (see above). MediaPost journalist Gavin O'Malley poses a rhetorical question: "Who are these people, and what really gets them going?" The answer is ... ABC’s current mega-hit political thriller series Scandal, given that during the 2014-15 TV season 'Scandal' garnered top programme loyalty on Twitter, according to a new report from Nielsen Social. In sum, 24% of the programme's Twitter followers posted tweets relating to ... 

[Estimated timeframe:Q3 2015 onward]

three or more episodes.

Meanwhile, the total number of Twitter users who contribute to programme conversation over the course of a season is, on average, ten times larger than weekly levels suggest.

“That's notable for two reasons,” observes Lisa Berman, VP, research and product marketing at Nielsen Social. “First, it indicates that the population of social TV authors for a given programme is much bigger than one might expect by analysing week-to-week patterns. Secondly, this finding reveals a huge opportunity for networks.”

“Closely analysing programme authorship could support networks in transforming newly social fans into loyal authors that regularly drive buzz for a programme.”

Scandal is an American political thriller television series starring Kerry Washington, whose character, Olivia Pope, is partially based on former US president George H W Bush's administration press aide Judy Smith, who serves as the series co-executive producer.

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=6703

More Americans Watch TV Now Than In 2005

Trend Summary: America's CBS TV channel has refuted the alarm sounded last week by a rival broadcaster about the the TV medium's health.


Commercial broadcast TV and radio network CBS has responded to FX ceo John Landgraf's contention last week that the medium is in decline. Meeting today with the press, CBS's most senior executives insisted that TV's overall future is far healthier than many believe. Citing three major "myths" about the industry and its future ...

[Estimated timeframe:Q3 2015 onward]

... chief research officer and president of CBS Vision David Poltrack kept hammering home that TV viewership is not in decline.

He also played down the assertion that millennials are moving away from TV content, while denying that advertising in TV programs has lost value.

Meeting with reporters at the Television Critics Association's summer press tour, Mr Poltrack insisted that "If executed effectively, advertising in TV programs has actually gained value".

Switching to attack mode, the CBS honcho said the audience for CBS programming has actually grown in the last decade.

It's up from 12.1 million viewers in 2003-2004 to 12.3 million viewers in 2014-2015. The big shift, he said, is that live viewing has shrunk from 100% a decade ago to just 61% now.

This downward trend, according to Poltrack, is because 79% of US households now have broadband, while 65% of US adults own smartphones and 42% own tablets, resulting in a shift in in the way audiences consume content.

Also coming out of his corner punching, Marc DeBevoise, evp and gm at CBS Interactive noted that "While smartphones and tablets have now been in existences for several years, the most recent major change in viewing habits is the rise of "connected TVs," now in 60% of US homes".

To cap his myth-busting panel, Poltrack also made the case that "people like advertising. They're not craving for a world without advertising." What audiences don't like, he said, are "ads that aren't relevant to them. But they enjoy ads that are relevant to them."

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=6692

Adland Slammed by Mothers Union for Commercialisation of Childhood

Trend Summary: In what might prove a serious blow to the UK's ad industry, Mothers' Union has publicly condemned the commercialisation of childhood.


Earlier this week the UK branch of Mothers’ Union asked members of the General Synod of The Church of England to heed concerns voiced by parents about the impact of advertising and commercialism on children and the consequent ...

[Estimated timeframe:Q3 2015 onward]

... well-being of the family.

In a debate chaired by the Rt Revd David Thomson, Bishop of Huntingdon, Mothers’ Union [MU] raised awareness of their Bye Buy Childhood campaign and called upon the Lords Spiritual to raise in Parliament the recommendations drafted by MU based on its recent research.

According to Rachel Aston, Social Policy Manager at MU: “Despite significant progress since our original research in 2010, we know that only 50% of parents feel equipped to manage the significant influence of advertising and the commercial world on their family."

"We want to ensure that parents are empowered to manage the impact of commercialisation, and that government continues to ensure that regulation is working and that industry follows the spirit, as well as the letter of the law when marketing and selling to children.”

Ian Barber, Director of Communications for the Advertising Association, represented the ad industry at the event. He assured those present: “When it comes to children’s well-being, everybody must be ready to play their part.

"The Mother’s Union has inspired a positive debate in our sector and UK advertising is committed to ensuring that marketing to children continues to be responsible and appropriate. Industry initiatives like Media Smart, created to help teachers and parents talk to children about advertising, are a great example of how we can make a real difference.”

Read the original unabridged AnglicanNews.org 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: AnglicanNews.org
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6674

US Top Advertisers Spend Less, Spend Smarter

Trend Summary: Total adspend by the USA's 200 top national advertisers rose by just 2.0% in 2014 - not because of slashed budgets but savvier spending.


The annual Leading National Advertisers [LNA] report from US trade bible Advertising Age offers new evidence as to how blue-chip marketers get more bang for their billions of bucks by doubling down on digital efforts and slashing unnecessary costs from their marketing activities. While total US ad spending by the top 200 advertisers reached ...

[Estimated timeframe:Q3 2015 onward]

... a record $137.8 billion in 2014, the growth rate was the lowest since the ad-market recovery took hold in 2010.

The top 200 advertisers are under-represented in other (non-TV) measured media, accounting for less than 50% of expenditure.

As an exemplar, the two hundred LNA between them account for 41.9% of measured spending in magazines, 40.6% of internet display spending and 25.3% of newspaper spending.

TV (broadcast network, cable TV network, spot and syndicated) gobbled a massive 68.5% of the pie, with internet display representing just 7.2% and print media, radio and outdoor collectively took the remaining quarter: 24.3%.

As an expample of this trend to parsimony, Estée Lauder's exec VP-chief financial officer Tracey Travis told an investor conference last month: "This year our marketing investment will be flat spending as many of our fastest-growing brands do not require as much traditional advertising, and digital is becoming a larger share of our media mix."

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=6668

US Marketers Demand More Bang for Their Bucks

Trend Summary: The 'Leading National Advertisers' report reveals how blue-chip US marketers vie to get more bang for their bucks.


The report, published annually by adtrade bible Advertising Age, reveals how leading national advertisers [LNA hereon] are getting more bang for their billions of bucks by doubling down on digital and taking unnecessary costs out of marketing. Although adspend growth rate grew by $137.8bn in 2014, this was the lowest growth rate since ...

[Estimated timeframe:Q3 2015 onward]

... the ad-market recovery in 2010.

In 2014 America's two hundred top-spending advertisers reduced their measured-media spend by 1.8%, with cuts in every major medium except broadcast network TV and cable TV.

Among the 200 LNA, the measured medium showing the sharpest decline is likely to raise more than a few adland eybrows: The top 200's spending on internet display advertising last year sagged by 13.3%.

However, the 200 LNA boosted spending on other forms of marketing by 6.5% in 2014.

The AdAge report refers to spending on other forms of marketing as 'unmeasured spending', referring to the difference between measured-media spending figures and a company's total US advertising and promotion outlays.

Total spending consists of expenditure in measured-media (calculated by WPP Group's Kantar Media) for eighteen types of traditional media, plus internet display spending) and Ad Age Datacenter's estimate of unmeasured spending (including digital formats such as search marketing, online video, mobile, unmeasured forms of social media -- and promotion, experiential marketing and direct marketing.

Read the orginal 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=6665

'Big Three' US Marketers Call Media Agency Reviews

Trend Summary: An unprecedented number of the USA's highest spending advertisers are reviewing their accounts with media agencies.


According to a research note issued Friday by investment bank Morgan Stanley, an eye-watering $26bn in adspend is currently up for grabs. A number of major advertising media accounts are under review by such FMCG giants as Procter & Gamble, Unilever and Johnson & Johnson. In aggregate the review represents ...

[Estimated timeframe:Q2 2015 onward]

... the highest number of media-spend dollars hanging in the balance since 2012.

The Morgan Stanley analysis notes that only $700m of the billings currently at stake goes to agencies — an amount the banker deems “unnerving but surmountable.”

According to the report, the majority of advertising dollars shelled-out by marketers go to media owners, while only a meagre 3% is spent on agency fees and commissions.

There are several reasons why marketers are re-evaluating their agencies right now, among them a desire to reduce costs - often by slashing agency fees or consolidating the number of agency partners with whom marketers work. Another key factor in agency cutbacks is clients' drive to adapt to an evolving digital landscape.

There is also the perennial and thorny issue as to the transparency of agencies’ practices and compensation, particularly concerns about alleged rebates from media owners. However, Morgan Stanley doubts that this issue is a significant driver behind the current raft of media reviews.

Read the orignal 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: Blogs.wsj.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6660

TV Still Surviving Despite Online Challenge

Trend Summary: A new study of US local media reveals that 20% of advertisers responding to the survey intend to increase their TV ad budgets despite the relentless rise of digital media.


The report, conducted by Virginia-based Borrell Associates, which focuses on localised avertising media, surveyed 7,228 US businesses in the first and second quarters of 2015. Despite the rise and rise of digital media, the study reveals that 20% of the survey sample intend to increase their TV usage versus just 10% in the same period in 2010. Moreover, nearly the same percentage plan to ...

 

[Estimated timeframe:Q2 2015 onward]

... add to their cable TV budgets this year.

Despite which, digital campaigns still dominate the marketing strategies of these small and medium-sized businesses, with nearly 60% saying they intend to  increase media budgets in 2015 versus only 50% in 2010.

Mobile media will enjoy the greatest increase - leaping from near zero in 2010, with 50% of survey respondents claiming they will spend more in 2015.

Some 55% of these businesses already use online media, with the expectation that 80% will do likewise by the end of 2015.

Despite this apparent surge in confidence, Borrell says that its survey of the tax records of two million companies since 2004, suggests that overall "advertising is in decline". The report also reveals that "advertising as a percentage of gross revenues has declined from 1.19% in the 2004/2012 period to just 1.05% in Q2 2015.

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=6645



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