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2016 Predictions and Trends-Part 3

CES 2016-The Future Revealed

Sarah Ivey, Global Chief Strategy Officer, Initiative, discusses the trends from the Consumer Electronics Show, and she provides the implications of each trend for marketers in this article, “Five Learnings for Marketers From CES 2016,” on the site of Marketing magazine.  Ivey points out that driverless cars will free up drivers to consume media or entertainment during the trip. She analyzes additional trends and provides their marketing implications.  TAG: Consumer Electronics Show.  See more . . . Source: http://www.marketingmagazine.co.uk/article/1378684/five-learnings-marketers-ces-2016


34% of Marketers Plan to Increase Spending on Traditional Media in 2016

Noreen O’Leary reports on a survey by RSW/US 2016 in this Adweek article, “Marketers Might Surprise Agencies by Investing in More Traditional Media This Year.”  This survey reveals that marketers are less enthusiastic than agencies about increasing mobile and social budgets. According to this article, 34% of marketers said they will increase spending on traditional media in 2016, while only 19% of agency respondents expect that to happen.  Other points of industry disparity and agreement are discussed in this article.  TAGS: ad spending, traditional media.  See more . . . Source: http://www.adweek.com/news/advertising-branding/marketers-might-surprise-agencies-investing-more-traditional-media-year-168888


2016 Will Be the Year of B2B Digital Marketing

In this article from the Internet Advertising Bureau (IAB), Susan Borst, the organization’s Director of Industry Initiatives, presents 2016 predictions from members of the IAB’s B2B Committee.  “Top 2016 Predictions for B2B Digital Advertising,” includes four major trends: creative/content, data, targeting, and viewability.  Explore the predictions provided by committee members.  TAGS: b2b, digital advertising.  See more . . . Source: http://www.iab.com/news/b2b-2016-digital-predictions/


Big Data and the FTC’s Guidance

John Eggerton, writing for Broadcasting & Cable, provides an overview of the Federal Trade Commission’s guidance to business on Big Data. The article, “FTC Issues Guidance on Big Data Dos, Don’ts,” discusses the benefits resulting from the collection of data, as well as the risks.  Businesses need to remain aware of the impact of data collection on consumers.  The FTC’s report, “Big Data: A Tool for Inclusion or Exclusion? Understanding the Issues,” also reminds companies of the FTC’s role in monitoring and enforcement. TAGS: big data, FTC.  See more . . . Source: http://www.broadcastingcable.com/news/washington/ftc-issues-guidance-big-data-dos-donts/146735


Is the GRP Dead?

In this December 2015 article, “Is the GRP Really Dead in a Cross-Platform Ecosystem?” from The Journal of Advertising Research, Gian M. Fulgoni, the Co-Founder and Chairman Emeritus of comScore, explains why the Gross Rating Point metric will become even more critical in a fragmented media world.  Despite claims that GRP is obsolete in a digital world, Fulgoni provides evidence that GRPs, and targeted GRPs, remain extremely important metrics in the measurement of unduplicated reach and frequency across platforms. TAG: GRP.  See more . . . Source: http://www.thearf.org/journal-of-advertising-research-online-access/