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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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How the Internet of Things Is Changing Online Marketing

• Posted: December 21, 2015

Neil Patel discusses the impact of The Internet of Things (IoT) on marketing, which he feels is the next big thing in this Forbes article.

Among the implications of IoT for marketing, according to Patel:

-On-demand services are expected everywhere.

Consumers have higher expectations of convenience in the Internet age, and marketing must cater to that expectation in terms of both promise and delivery.

-Smart marketing connects social data to online devices.

Marketing should strive to make it easier for consumers to interact with their connected devices and to enhance social interactions between devices and their owners.

-The Internet of Things means that big marketing data is getting even bigger.

Patel suggests that useful and surprising marketing data about consumer preferences and habits could invigorate marketing.

-Smart marketing deploys specific solutions to thing-related problems.

IoT will enable a greater degree of target marketing in terms of both demographics and psychographics.  Additionally, IoT will allow marketers to predict and deliver solutions based on consumer needs.

-Nothing is unmarketable.

IoT will also enable marketers to reach deeper into the lives of consumers to offer them products, services, and solutions.

Patel also refers to surveys of marketers who believe that the marketing impact of IoT will exceed the significance of big data, mobile marketing, and personalized transactions.

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Trends for 2016: Six Predictions for What Will Happen

• Posted: December 21, 2015

eMarketer provides predictions for digital advancements in 2016, which include the impact of mobile, from messaging apps to mobile commerce.

eMarketer’s Six Predictions for 2016:

-The Voice of the Consumer Will Be Heard.

Consumers are using their smartphones to make business calls.  As a result, marketers must be prepared to optimize digital content for speech-based queries and must ensure that content can be located by digital personal assistants.

-Marketers Will Join the Conversation (in Messaging Apps).

Facebook will add more services and marketing opportunities for brands in both Messenger and WhatsApp.

-Mobile Payments Will Take Off.

Mobile wallets will become a standard feature on smartphones and increasing numbers of retail stores will accept proximity payments.

-Mobile Commerce Will Move Down the Funnel.

Mobile commerce will represent a larger portion of retail sales as consumers transition from mobile shopping to mobile buying.

-Millennials and Centennials Will Be OK With Releasing Even More Data.

Consumers, especially younger ones, will be willing to give up more of their personal data to marketers and publishers in return for the convenience and value of the connected world.

-Facebook Will Become Nearly Entirely Mobile.

In Q3 2015, 78% of Facebook’s $4.3 billion in worldwide ad revenue came from mobile.

During the same period, 727 million of Facebook’s 1.55 billion MAUs were mobile-only, equivalent to 47% of users.

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Why Marketers Should Keep Centennials in Mind

• Posted: December 21, 2015

Nearly a quarter of the population consists of Centennials, who are between 13 and 18 years of age and who were born around the turn of the century. This consumer segment will represent 40% of the population by 2020, according to this article in Direct Marketing News by Andrew Corselli.

Centennials, also known as Generation Z, have always lived in a technology-connected world and have an estimated average attention span of eight seconds, according to the author.

Corselli presents new research from PowerReviews which shows that it will be important to focus on engagement when marketing to this generation.  Important characteristics of centennials include being resourceful and practical when spending money and valuing online reviews more than brand name, price or free shipping.

PowerReviews also provides tips for marketing to Centennials:

-Emphasize quality and differentiation of products and services.

-Engage with shoppers online early in the purchase cycle.

-Strengthen your online presence, including a mobile-friendly website.

-Start real conversations.  A consumer’s online review provides an opportunity for a brand to engage with that consumer.

Centennials represent a large segment of consumers with long-term revenue potential for marketers.

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The Year in Creative: 24 Trends That Drove Some of the Best Advertising in 2015

• Posted: December 21, 2015

Tim Nudd analyzes the 24 trends that drove some of the best 2015 ads in this Adweek article.  He provides examples, including videos, which illustrate these trends.

Among the trends:

-Powerful Women: ads that highlighted female strength included Ram trucks and Always, as well as the use of female athletes by other advertisers.

-LGBT Mainstreaming: Campbell’s, Wells Fargo and other companies followed the 2014 example of companies, such as Honey Maid, by creating ads with gay couples.

-Saving the Planet: ads related to environmental issues, such as the Rag Bag Case study, demonstrated outstanding creativity.

-Long Copy: was demonstrated in print and outdoor ads, such as Harmony Condoms, McDonald’s (DDB Stockholm), and Depaul Nightstop.

Additional trends:

-Gender Identity

-Anti-Endorsers

-Saving Ourselves

-Livestreaming

-Simple Logos

-Emojis

-Trolling

-Robots

-Outdoor Tech

-Bloodvertising

-Older “It” Girls

-A Galaxy of Star War Ads

-Private Parts

-Crafty Creations

-The Dress

-Virtual Reality

-Drones

-Faux-Fancy Fashions

-Stock Photos

-Unicorns as advertising characters

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Cross-Device Targeting High in Demand, but Still Underdeveloped

• Posted: December 21, 2015

This eMarketer article analyzes the issues faced by marketers when targeting consumers across devices. While both buyers and sellers seek to reach audiences across all screens, achieving this goal is challenging.

According to Pete LaFond, Vice President of TruSignal, “There’s a lot of conversation around whether or not we are going to get to a single identifier that’s going to be the holy grail of connecting a person across all devices and channels.” LaFond also stated, “I don’t think we’re necessarily any closer to having a unique identifier.”

The lack of such an identifier not only creates difficulties for buyers to scale campaigns in a broader, publisher-agnostic manner, but also represents a significant problem for the measurement of cross-device campaigns.

Only 6% of marketers worldwide reported an adequate single view of customers or prospects across all devices and touchpoints, according to a March 2015 survey conducted by Signal, a cross-channel marketing firm.

According to this eMarketer article, the only de facto methods for bridging cross-device identities continue to be deterministic and probabilistic.

Many marketers and publishers now see first-party data as the key to cracking cross-device targeting.  As a result, they are investing more substantially in tools like data management platforms (DMPs). The use of first-party data is also placing an intense premium on ownership and use of that data, which has buyers beginning to question how and where cross-device providers are using these assets.  In addition, there are increased concerns about consumer privacy.

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Media Inflation Rates: Outlook 2016: Big Changes in the Media Landscape Are Expected To Continue In 2016

• Posted: December 14, 2015

Havas Media has prepared estimates of media inflation rates, as well as related media trends, for the 4A’s.  These estimates are based on an analysis of past inflation rates, as well as expert consensus. This “Media Inflation Trends Report” covers national and local TV, online video, magazines, newspapers, radio, outdoor, display, paid search, and mobile.  The report’s authors are Gregory Aston, SVP, Director of Competitive Intelligence; Joe Abruzzo, EVP, Chief Exploration Officer; Peter Sedlarcik, EVP, Business Insights & Intelligence.

The report concludes that overall, media inflation in 2016 is expected to maintain a positive trajectory, boosted by the Olympics and Presidential election.

A matrix of historical CPM cost trends and forecasts covering the period from 2010 to 2016 is also included in this report.

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