News You Can Use

Analytics-The Benefits and the Challenges

• Posted: January 25, 2016

Who Will Be Increasing Their Marketing Analytics Spending by 66%

The “CMO Survey Report: Highlights and Insights,” August 2015 survey by Christine Moorman and sponsored by McKinsey & Company, American Marketing Association, and The Fuqua School of Business at Duke University, analyzes spending on marketing analytics by firm and industry characteristics.  The survey shows how companies use marketing analytics to drive decisions, how that use is changing, and other metrics related to marketing analytics.  This survey also analyzes other issues of concern to CMOs.  TAGS: CMOs, marketing analytics.  See more . . . Source: http://cmosurvey.org/files/2015/09/The_CMO_Survey-Highlights_and_Insights-Aug-2015.pdf

How to Deliver Positive ROI by Using Predictive Marketing

This Forbes Insights report, “The Predictive Journey,” undertaken in association with Lattice Engines, is based on their 2015 Survey on Predictive Marketing Strategies.  According to this report, mature users of predictive analytics technology report tangible gains to their bottom lines.  Eighty-six percent of marketing executives who have been overseeing predictive marketing for at least two years report an increased return on investments as a result of their predictive marketing. The report also reports on the business value gained from predictive marketing, predictive marketing success metrics, and other key findings. TAG: predictive analytics.  See more . . . Source: http://images.forbes.com/forbesinsights/StudyPDFs/Lattice-ThePredictiveJourney-REPORT.pdf

CPG Firms Too Slowly Becoming Analytics-Driven Organizations?

This research report by Accenture, “CPG Firms Slowly Evolving to Analytics-Driven Organizations,” explores how CPG companies are structuring analytics-driven organizations, and how they are “infusing” analytics into the decision-making processes.  While some of the largest CPG companies (revenue more than $5 billion) have analytics well integrated into core processes, this report concludes that most CPG companies are in the early stage of their analytics journey.  However, companies are committing resources to analytics, and this evolution is accelerating. The report also addresses the barriers that prevent CPG companies from realizing value from analytics, such as the challenges of hiring talent with advanced analytics expertise.  TAG: CPG.  See more . . . Source:  https://www.accenture.com/ae-en/~/media/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Industries_2/Accenture-CPG-Firms-Slowly-Evolving-to-Analytics-Driven-Organizations.pdf

Will Your Data Analytic Efforts Fail?

David Court, a Director in McKinsey’s Dallas Office, analyzes the challenges faced by companies undergoing the transformation necessary to realize the large-scale benefits of data analytics in this McKinsey Quarterly article, “Getting Big Impact From Big Data.” This article provides some of the reasons why data analytics efforts fail to achieve the scale necessary, as well as analyzing the new tools and approaches that are available.  Among the actions recommended are a focus on change management, a redesign of workflows and jobs, as well as a building a foundation of analytics within the corporate culture.  TAG: data analytics.  See more . . . Source:  http://www.mckinsey.com/insights/business_technology/getting_big_impact_from_big_data

Report by White Ops and ANA – “Did Ad Fraud Increase or Decrease Y-O-Y?”

Suzanne Vranica, writing for The Wall Street Journal, discusses the study done by the Association of National Advertisers (ANA) and White Ops Inc. on bot fraud in this article, “Bogus Web Traffic Continues to Plague the Ad Business.” The 2015 study found that between 3% and 37% of the ad impressions of advertisers participating in this study were created by bots. Bot traffic ranged from 2% to 22% in the 2014 study. The article analyzes the red flags related to ad fraud. TAG: bot fraud.  See more . . . Source:  http://www.wsj.com/articles/bogus-web-traffic-continues-to-plague-the-ad-business-1453204801

2016 Predictions and Trends-Part 3

• Posted: January 19, 2016

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/

2016 PREDICTIONS AND TRENDS-PART 2

• Posted: January 11, 2016

Consumers, Heroes, and the Trends That Will Impact Advertising in 2016

Ford Motor Company and advertising agency Ogilvy reveal the “10 Behavioral Trends Guiding Advertising in 2016,” in this Media Post article by Laurie Sullivan. Despite an underlying sense of disillusionment, consumers are willing to embrace heroes, including fictional characters. Sheryl Connelly, Ford’s Global Consumer Trends and Futuring Manager, analyzes additional trends in this article and provides a link to the full study.  TAG: behavioral trends.  See more . . . Source: http://www.mediapost.com/publications/article/265598/10-behavioral-trends-guiding-advertising-in-2016.html

Five Seconds and Counting

Marketers have five seconds to catch the attention of consumers with mobile video advertising according to Gal Borenstein, founder and CEO of the Borenstein Group.  He analyzes the “10 Digital Branding and Marketing Trends to Watch For in 2016” in this Ragan Communications article.  View the infographic and the additional nine trends that will impact your digital branding and marketing in 2016.  TAG: mobile video advertising.  See more . . . Source: http://www.ragan.com/Main/Articles/50581.aspx

Consumers Can Be Motivated Not to Block Ads

Lolly Mason, writing for iMEDIA CONNECTION, believes that publishers and advertisers will reevaluate their digital advertising in 2016 and provide a more positive advertising experience for consumers.  Mason’s article, “The Year We Say Goodbye to Bad Ads?” discusses how fewer, more creative ads, and ads that are less intrusive and more relevant will provide publishers and advertisers with the tools to fight back against ad blocking by consumers. TAG: ad blocking.  See more . . . Source: http://www.imediaconnection.com/content/39712.asp

Email Will Remain the ROI Champion

Data analytics, segmentation, and personalization will increase email’s effectiveness in 2016.  Read how social media presents an opportunity for greater personalization of email in this Direct Marketing News article by Al Urbanski, “In 2016, All Roads Will Lead to Email.” TAG: email marketing.  See more . . . Source: http://www.dmnews.com/in-2016-all-roads-will-lead-to-email/printarticle/461319/

How Do Consumers Think in a Digital World?

The goal of the authors in this December 2015 Journal of Advertising Research article  was to replicate the most-cited study in advertising research, the elaboration likelihood model (ELM), to see if this model would reflect how consumers think in the digital world.

The authors are Gayle Kerr, Queensland University of Technology; Don E. Schultz, Northwestern University; Philip J. Kitchen, ESC Rennes School of Business; Frank J. Mulhern, Northwestern University, and Park Beede, Higher Colleges of Technology.

The authors conclude in this article, “Does Traditional Advertising Theory Apply to the Digital World?  A Replication Analysis Questions the Relevance of the Elaboration Likelihood Model,” that the results of the 1983 study could not be replicated today in any of the three countries in which the current study was conducted.  They suggest that advertising scholars need to examine the assumptions and foundations of “advertising theory.” TAGS: elaboration likelihood model, replication of research.  See more . . . Source: http://www.thearf.org/journal-of-advertising-research-online-access/

 

2016 Predictions and Trends

• Posted: January 4, 2016

For the First Time, Advertising To Surpass $500 Billion In 2016

IHS analyst Eleni Marouli predicts 2016 ad spending in this Media Post article by Laurie Sullivan.  “Advertising to Surpass $500 Billion in 2016” includes the prediction that advertising will rise 5.7% and video will become the new mobile. Initiatives around measurement in the advertising industry are also discussed by Sullivan.
See more...
Source: http://www.mediapost.com/publications/article/265493/advertising-to-surpass-500-billion-in-2016.html

IoT Will Become Omnipresent in Our Lives

Chuck Martin’s 2016 IoT predictions for Media Post include an extensive list from a variety of cited sources.  Beacons, wearables, encryption technology, smart machines, and more are presented in, “2016 IoT Predictions: Big Data, Beacons, Wearables, Security.” 
See more…
Source: http://www.mediapost.com/publications/article/265353/2016-iot-predictions-big-data-beacons-wearables.html

Fewer but More Creative Ads in 2016

Matt Sweeney, CEO of Xaxis North America, presents six of the top trends that will impact advertising in the year ahead.  In this article for Campaign Live, “Better Creative, Fewer Ads: 6 Trends That Will Define 2016,” Sweeney predicts that ads will be more relevant and less intrusive.
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Source: http://www.campaignlive.com/article/better-creative-fewer-ads-6-trends-will-define-2016/1377923

Native Advertising: FTC Guidance and IAB Concerns

The Internet Advertising Bureau (IAB) plans to seek additional clarification from the Federal Trade Commission (FTC) concerning the Commission’s recent Guidance on Native Advertising.  Brad Weltman, Vice President, Public Policy at the IAB, discusses his concerns in this IAB press release, “IAB Concerned About FTC Guidance on Native Advertising.”  While both organizations agree on the importance of clear disclosure to consumers, they disagree about other points in the Guidance. 
See more…
Source: http://www.iab.com/news/iab-concerned-about-ftc-guidance-on-native-advertising/

Multichannel Online Behavior Can Predict Online Consumer Purchasing

This December 2015 article from the Journal of Advertising Research examines how consumer behavior across multiple online advertising channels can be used to predict conversions. The authors, Sebastian Klapdor, McKinsey & Company, Munich; Eva Anderl, FELD M, Munich; Jan H. Schumann, Universitat Passau, Germany, and Florian Von Wangenheim, ETH, Zurich, Switzerland, suggest strategies for advertisers to target individual consumers based on this research in this article, “How to Use Multichannel Behavior To Predict Online Conversions-Behavior Patterns Across Online Channels Inform Strategies For Turning Users Into Paying Customers.”
See more…
Source: http://www.thearf.org/journal-of-advertising-research-online-access/

Six Market Research Trends to Watch in 2016

• Posted: December 28, 2015

Kirk Hendrickson considers the trends that will impact market researchers and clients in 2016 in this Media Post article. Ad spending will continue to move to mobile, brands will increase efforts to measure the “experiencing-self” of consumers, consumers expect to “buy anything, anywhere” in the new shopping landscape, big data keeps getting bigger, the increase in video spending parallels the increase in video consumption, and in-store experience is more critical than ever.

Research will be more flexible, customizable, and focused on the “experiencing–self.”  In addition, researchers will continue to incorporate innovative technology into their research offerings, and to create a cohesive story for their clients.

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Top Trends for Mobile Advertising and Data Science in 2016

• Posted: December 28, 2015

Lauren Moores presents the five top trends for mobile and data science in 2016 in this Advertising Age article. Marketers will begin adopting beacon proximity signals, mobile audience modeling and prospecting will get more sophisticated, advertisers will dig into physical and emotional signals from wearables, creative agencies will turn to data science to optimize campaigns, and cross-device marketing will become even more prevalent.

Moores points out that mobile is a way of living and a vehicle for content and communications.  In 2016, the distinction between digital and linear channels will begin to blur, and marketers will combine behavioral and geolocation signals to uncover new customers.  In addition, there is strong potential for campaign and audience optimization as a result of mobile data.

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Trends for 2016: Six Predictions for What Will Happen

• Posted: December 28, 2015

eMarketer provides predictions for digital advancements in 2016. These predictions focus on the impact of mobile, from messaging apps to mobile commerce. eMarketer’s “Six Predictions for What Will Happen” are: the voice of the consumer will be heard, marketers will join the conversation (in messaging apps), mobile payments will take off, mobile commerce will move down the funnel, millennials and centennials will be ok with releasing even more data, and Facebook will become nearly entirely mobile. The article elaborates on these predictions.

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MMA Issues Guidance Report on Mobile Native Advertising

• Posted: December 28, 2015

The Mobile Marketing Association (MMA) released a “Guidance Report on Mobile Native Advertising.”  According to MMA’s press release, the report includes best practices and highlights the unique power of mobile native advertising. In fact, when optimized for frequency of exposure, mobile native advertising performed as much as 10 times better compared to mobile display advertising at a similar frequency. 

Referring to the research of the MMA’s Mobile Native Advertising Committee, the organization’s Chief Strategy Officer Sheryl Daija stated, “As a result of these learnings and the insights from SMoX, we know there is greater attentiveness to the content, creating a need for different rules and best practices to maximize the performance of mobile native advertising.”

The report provides guidance in the form of specific actionable steps for both marketers and publishers. In addition, the press release provides a link to download the full report.

 

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Why Marketers Should Be More Transparent with the Ad Agencies They Hire

• Posted: December 28, 2015

Jun Heo, Assistant Professor at the Manship School of Mass Communications, Louisiana State University and John C. Sutherland, Professor and Chair Emeritus, University of Florida, writing in the December 2015 Journal of Advertising Research present their research on the marketer-media planner relationship.  Their research, from the media planner point of view, describes how the relationship can be improved.  The authors suggest that both information sharing and transparency by marketers have the potential to contribute to a long-term relationship with media planners, which would have financial and other benefits for both agencies and marketers.  Professors Heo and Sutherland suggest specific information-sharing actions that marketers can take to engage media planners.  They also suggest that future research should explore the client’s view on this subject.

 

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What Makes Brands’ Social Content Shareable on Facebook?  An Analysis That Demonstrates the Power of Online Trust and Attention

• Posted: December 21, 2015

A December 2015 Journal of Advertising Research article by Tania Yuki, Founder/CEO of Shareablee, analyzes which psychological drivers might increase the likelihood of social sharing of brand content on Facebook.  She feels that such sharing is an indication of genuine interest and advocacy by those consumers, and that the shared content is valuable to the development of brand equity. Yuki believes that few brand marketers fully realize the value of consumers sharing brand content on Facebook.  To the author’s knowledge, there has been limited research on what actually makes content shareable and on the psychological drivers that prompt sharing.

Yuki’s methodology involved replicating an earlier framework that outlined ways to increase virality of content. The author tracked the 2,000 most-shared social posts over a 12-month period on Facebook and then surveyed more than 10,000 social-media users about what might drive them to share that content online.

This paper concluded:

-there are clear psychological drivers that affect sharing of brand content on Facebook: social currency, emotion, usefulness, and content that tells a story.

-these drivers vary by users’ age and gender as well as by brand category.

-these differences should inform the ways in which marketers craft their social content to inspire their audiences to share their content and, thereby, generate word-of-mouth and earned media recognition.

Brand marketers who understand the significant drivers of shareable content can use these insights to develop their social content and to design their posting strategy on social media channels.

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