Category news stream


The Local Marketing Landscape: What’s Working?

October 6, 2014

BrandMuscle-Local-Marketing-Lanscape-Oct2014Traditional media remains a significant part of the local marketing mix, but adoption of the various tactics on offer is hindered by cost, finds BrandMuscle [download page] in a recently-released study. Results from the survey also indicate that digital marketing, while scoring high satisfaction rates, tends to be seen as too complicated or time consuming by those not using it. Read more »

Top 10 Marketing Charts of the Month – September 2014

October 3, 2014

MarketingCharts-Top-10-Charts-of-September-2014-entryThis month's quick-hit set of top charts includes the following topics: youth and TV; Millennials' word-of-mouth, top-rated brand attributes, and content sharing channels; digital's impact on the path to purchase and most effective tactics; top search ranking factors; most influential brand communications; and affluents' top spending categories.

Digital Circulars Said Top Ad Channel Influencing Parents’ In-Store CPG Decisions

September 30, 2014

GODigital-Ads-and-Parents-In-Store-CPG-Decisions-Sept2014Source: G/O Digital [download page]

    Notes: Digital circulars have more of an influence on parents' in-store food and beverage product decisions than a variety of other advertising types including newspaper ads, PPC, direct mail, and TV, finds G/O Digital in its latest study. Separately, the survey reveals that that parents want the ability to clip and add deals (like coupons) digitally to their loyalty cards, and that a majority of mothers (79%) and fathers (60%) are more likely to purchase a food or beverage item at their local supermarket when a digital circular provides deals/offers that are locally relevant and personalized. Read more »

    Netflix Streaming Hours Up, But Users Report No Impact on Regular TV

    September 29, 2014

    TDG-Global-Netflix-Hours-Per-Month-Per-Subscriber-Sept2014US Netflix subscribers' total streaming hours have almost tripled from 1.8 billion in Q4 2011 to 5.1 billion in Q2 2014, reports The Diffusion Group (TDG), and per-subscriber streaming internationally has increased from 28.3 to an estimated 46.6 hours per month. But while the typical Netflix user might be streaming for one-and-a-half hours per day, American users surveyed by GfK say their consumption of regular TV is unaffected. Read more »

    3 in 10 TV Sets Globally Forecast to be Internet-Connected by 2020

    September 26, 2014

    DigitalTVResearch-Internet-Connected-TVs-2013-2020-Sept2014Source: Digital TV Research [pdf]

      Notes: The number of TV sets connected to the internet will almost triple between year-end and 2020 to reach almost 965 million, according to a Digital TV Research forecast that covers 51 countries. The forecast notes a shift in the methods by which TV sets will be connected: while gaming consoles represented 51% of the total in 2010, by 2020 they will only represent about one-fifth of connections. The number of smart TVs, meanwhile, is expected to triple between year-end (124.4 million) and 2020 (346.3 million) and be the primary connected device, at 36% share of the total. Read more »

      Mobile to Contribute More Than 40% of Ad Spend Growth Between 2013-2016

      September 25, 2014

      ZenithOptimedia-Contribution-Global-Ad-Spend-Growth-by-Medium-2013-2016-Sept2014Source: ZenithOptimedia

        Notes: The forecasts keep getting more enthusiastic for mobile, now expected to account for 42% of all additional global ad spending between 2013 and 2016 (excluding markets where ZenithOptimedia doesn't break down ad spend by medium). That translates to US $35.1 billion in new ad spending on mobile, up from an April forecast of $31.6 billion in growth. By contrast, TV, the second-largest contributor of new global ad spend during the period, is now predicted to contribute $25.6 billion, down from $31.1 billion in the April forecast. Read more »

        Global Ad Spend Share Forecast, by Medium

        September 23, 2014

        ZenithOptimedia-Share-Global-Adspend-by-Medium-2016-v-2013-Sept2014Source: ZenithOptimedia

          Notes: Mobile is the fastest-growing advertising medium around the world, says ZenithOptimedia, which predicts global ad spending growth of 5.3% this year and next and 5.9% in 2016. Despite accounting for just 2.9% share of global ad spending last year, mobile is expected to capture more advertising dollars than magazines by 2016, with 8.6% share of total spend. Separately, while desktop internet spend isn't growing nearly quite as quickly, it's projected to exceed print (magazines and newspapers combined) in ad spending share by the end of the forecast period. Read more »

          Twitter: TV Shows That Live-Tweet Enjoy Lift in Follower Growth Rate

          September 23, 2014

          Twitter-Live-Tweeting-TV-Show-Follower-Growth-Sept2014Source: Twitter

            Notes: TV shows that live-tweet have a better follower growth rate than those that don't, declares Twitter, with that generally true across genres and handle (show, host, and contestant, in the case of reality shows). The study also finds that shows that live-tweeted tends to see a higher overall volume of tweets than those that did not. The results follow other studies which have demonstrated that Twitter-supported TV campaigns drive higher ROI and that tweets have influenced ratings for some TV episodes. Read more »

            Global Marketing Budget Sentiment in Q3

            September 19, 2014

            Warc-Global-Mktg-Budgets--in-Q3-Sept2014Source: Warc

              Notes: Global marketing budget optimism dipped a little quarter-over-quarter in Q3, but remains positive, with September marking the 21st consecutive month of budget improvement. Not surprisingly, marketers are most pessimistic about traditional media, with print and radio seeing the biggest budget contractions and TV mostly flat. Online and mobile, by contrast, are growing rapidly, though budget optimism was slightly tempered during the Summer months. Read more »

              US Ad Spend Trends, by Medium, in Q2 2014

              September 18, 2014

              Kantar-Ad-Spend-Trends-in-Q2-Sept2014US ad spending inched up by 0.7% year-over-year in the second quarter to reach $35.6 billion, dragging down the growth rate for first-half expenditures to 3.1%, per the latest quarterly figures from Kantar Media. The analysis notes that Olympic advertisers reined in spending by 4% year-over-year during Q2, while those not advertising during the Olympics increased spend by 2%, with the latter considered a more appropriate indicator of core media spending trends. Read more »