694 Marketing Trends found for Media / Web/social/email


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The US Marketing Landscape Is Increasingly Centred On Programmatic Advertising

Trend Summary: Programmatic advertising has taken a central role in the global marketing landscape.


According to Orchid Richardson, vice president and managing director at the IAB Data Center of Excellence, "Programmatic advertising has taken a central role in the marketing landscape, demonstrating how increasingly vital third-party data has become as a result". 

Read the original unabridged Internet Advertising Bureau Article.

 

 

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[Estimated timeframe:Q1 2018]


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

Source: Internet Advertising Bureau
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=7558

Google Owned YouTube To Launch So-Called 'Ad Pods'

Trend Summary: The 'Ad Pods' are intended to stack two commercials together.


 

 

[Estimated timeframe:Q1 2018]

The Google-owned video site will be testing what it is calling “Ad Pods.” These will see two video ads stacked back to back.

Until now, YouTube breaks only one featured ad at a time. Moreover, and more importantly, users will still have the ability to skip the ads and go straight to the content. The goal is to reduce the number of ad breaks during longer viewing sessions.

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=7540

Ad Tech Embraces Blockchain For Data Security

Trend Summary: US advertising and publishing executives have met to discuss blockchain technology and if it can bring increased transparency and data security to the ad tech supply chain.


The first meeting of the AdLedger Consortium – whose members include IBM, MadHive, Integral Ad Science and TEGNA – was held in New York yesterday. According to IBM's iX Executive Partner of Global Marketing Babs Rangaiah: "We at IBM believe that blockchain will do for transactions what the internet did for ...

[Estimated timeframe:Q2 2017]

... communications.

Added Mr Rangaiah: "We are particularly interested in blockchain's potential to solve many of the issues facing programmatic buying today."

By design, blockchains are inherently resistant to modification of the data. Once recorded, the data in any given block cannot be altered retroactively without the alteration of all subsequent blocks and the collusion of the network. Functionally, a blockchain can serve as "an open, distributed ledger that can record transactions between two parties efficiently and in a verifiable and permanent way. The ledger itself can also be programmed to trigger transactions automatically."

A blockchain is typically managed by a peer-to-peer network collectively adhering to a protocol for validating new blocks. By design, blockchains are inherently resistant to modification of the data. Once recorded, the data in any given block cannot be altered retroactively without the alteration of all subsequent blocks and the collusion of the network

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=7210

Marketing Mammoths Unite to Block Annoying Ads

Trend Summary:  Google's Chrome browser will soon come with preinstalled technology that will block the most annoying ads.


IT titan Google annouced yesterday [June 1] the launch of a tool dubbed The Ad Experience Report. The tool will basically score a publisher's site and inform them which of their ads are deemed to be ... 

[Estimated timeframe:Q2 2017]

... "annoying experiences."

Google's move, anticipated since word got out in April, will impact the entire advertising ecosystem because Larry and Sergey's Chrome is the world's most popular web browser for desktop and mobile users alike.

According to Sridhar Ramaswamy, senior VP of ads and commerce at Google: "We've all known for a while that the ad experience is a real problem, that has confused and angered users".

"We realised that solutions such as ad blockers punish everybody, including publishers who develop great content and are thoughtful about the ad experience they put on their site."

However, Google isn't calling its technology an ad blocker, instead classifying it as a "filter" that removes the ads that consumers hate most.

The hate list include pop-ups, ads that flash quickly, change colors or force people to wait ten seconds before accessing content on a publisher's page.

The plan to install such software on Chrome is a result of work by the Coalition for Better Ads, whose members include Google, Procter & Gamble, Unilever, WPP's GroupM, Facebook, Thomson Reuters and The Washington Post along with the Interactive Advertising Bureau and the Association of National Advertisers.

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=7191

Media and Marketing Deals Sag in 2017 Q1

Trend Summary: Media and marketing mergers and acquisitions slowed down in Q1 2017 versus the same period in 2016.


Total deal volume was $23bn for 757 deals, according to investment bank Petsky Prunier. This was lower than the $32.9bn recorded in the first quarter a year ago, which registered ...

[Estimated timeframe:Q2 2017]


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=7146

Is CRM Retargeting the Magic Bullet for Retail Marketers?

Trend Summary: CRM retargeting is predicted to be a cure-all for retail marketers.


Back in 2015, around 93.1 billion consumer emails were sent and received each day, generating an average 3,800% return on investment. However, powerful and effective as an email can be, it has limitations. Retailers, on average, will achieve only a ...

[Estimated timeframe:Q4 2016]

meagre 22% open rate on any email they send.

Which means that 78% of their customers never see the offers retailers have crafted for that campaign.

However, with Customer Relationship Management [CRM] retargeting, retailers can now reach more of these customers, more frequently and in more places, without actually having to send more email.

CRM retargeting works the same way as any other email campaign, with one major difference: Instead of relying on a customer opening your email to deliver your message, you reach these exact customers wherever they’re paying attention, no matter which platform, device or channel.

Here's how it works ...

1. Tom gives you his email address (tom@emailaddress.com).
2. You include Tom in a CRM retargeting campaign offering 20% off his next purchase.
3. Tom uses that same email address to log into an online platform, Twitter for example.
4. Tom sees the offer every time he signs into Twitter on his smartphone, tablet and laptop.

Since the campaign matches Tom’s email address to your message, you can be sure that Tom will see it, no matter what channel he’s on or what device he’s using.

Read the original unabridged TargetMarketing.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: TargetMarketingMag.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=7053

The Times They Are A-Changing (For Programmatic Marketing)

Trend Summary: Marketers will no longer have to struggle for the greater good of sponsored content.


As Bob Dylan so memorably sang back in 1964: "The times, they are a-changing". Today the same is true of the ...

[Estimated timeframe:Q4 2016]

... marketing, advertising and media businesses.

Fifty-two years on from Dylan's biggest hit song, industry bible AdWeek reports that advertisers, brands and social influencers are now competing for the greater good of sponsored content.

ROI Influencer Media, in partnership with multiple programmatic platforms like Rubicon Project, PubMatic, OpenX and Google's DoubleClick Ad Exchange, is making that process of sponsored ads a lot more simple.

According to Seth Kean, CEO of ROI Influencer Media, the social influencer market is basically in it's Wild West stage. Says Kean: "It reminds me of [the days] before video, digital or mobile advertising became standardised.

Kean predicts that when buying programmatic advertising packages, bundles of influencers who have signed with ROI will appear as options for buyers.

Enthuses Jay Sampson, Rubicon Project's head of strategic partnerships: "For the first time, premium brand and advertising agency partners on our platform can access native social content across all major social media platforms programmatically."

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=7042

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

Social Media Users Increasingly Reject Brand Intrusions

Trend Summary: Although newer social platforms are growing rapidly, over a quarter of global internet users "actively ignore" social posts by brands.


Consumers, it seems, are getting increasingly savvy about the wiles of brands and marketers. This trend is revealed in the latest Connected Life study by WPP Group's research arm Kantar TNS, which examines and reports on the digital attitudes and behaviours of ...

[Estimated timeframe:Q3 2016]

... 70,000 internet users in fifty-seven nations. 

Usage of newer social platforms is growing rapidly, but over a quarter of internet users worldwide say they "actively ignore" social posts or content from brands.

Twenty-six percent of global survey respondents claim they "went out of their way" to avoid branded content, a figure that rose to 57% in Sweden and Denmark. Scepticism was rather less marked in Saudi Arabia (15%) and Brazil (19%).

Notes the report: "Although social platforms start out ad-free, focusing initially on growing the number of users, the need to monetise inevitably leads to the introduction of ads".

The report also identifies other problems for brands, citing in example the fact that consumers feel increasingly bombarded by the presence of brands on social platforms, with 34% of the survey sample saying they feel "constantly followed" by online advertising.

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=6992

High Ad-Fraud Rates Beset Google and Microsoft Browsers

Trend Summary: Ad fraud activity is highest on certain browsers made by Microsoft andGoogle.


According to  FraudLogix, a Florida-based provider of fraud solutions for the supply side and DSPs [digital signal processors] in the programmatic advertising industry, fraudsters can easily manipulate consumers ...

[Estimated timeframe:Q3 2016]

... web browser software for criminal financial gain.

This is achieved by infecting browsers with malicious code and forcing them to load certain webpages. For advertisers this is bad news, since they can end up paying for ads which are never actually seen by real people.

To examine the role of browsers in this process, FraudLogix examined a sample of 135 million individual online ad impressions over a seven-day period in July, and analysed the browsers to which the ads were served. The company also tracked the portion of those ads its technology deemed as delivered to “non-human” or “bot” traffic.

Unsurprisingly given their dominance of the market, the browsers in which the most fraudulent impressions were loaded were versions of Microsoft’s Internet Explorer and Google's Chrome

Unsurprisingly, however, Microsoft and Google each questioned FraudLogix’s methodology, claiming that it isn’t possible to accurately measure fraud at the browser level.

A statement issued by Microsoft claims: “Bots and malware often forge user agent strings to produce “fake” traffic, which can’t be attributed to a particular browser.” 

Google, likewise, wasn't taking these criticisms lying down. In a statement the Mountainview mammoth declared: “When malware infects someone’s device or web browser in general, the infected machine may act as a fraudulent bot impersonating any browser, even if it isn’t installed on the infected machine. As a result, we’ve found that measuring ad fraud per browser has not been a helpful way of understanding this issue.”

Read the original 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: WSJ.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6974



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