Our industry is ever-changing. Get insights and perspective from our experts as we share our knowledge and experience on how to successfully navigate the marketing landscape.
Snapchat has been developing its ad business with innovative mobile formats such as sponsored animated lenses. It has been working with top brands to design ads that fit the platform – and clearly they are doing something right, because Snapchat will collect $367 million in ad revenue in 2016 and grow that figure 155% next year to $935.5 billion. Oh Snap.
A few years ago, we were hearing about the potential ‘death of the TV’, linked to an increased use in devices and generally busier lives. However, that simply hasn’t materialized. People are watching just as much TV as they always have done, but they are now watching it in very different ways and at different times, according to a new study by Clusters. Let me cater to you.
Is popcorn good for you? What about pizza, orange juice or sushi? Or frozen yogurt, pork chops or quinoa? Which foods are healthy? In principle, it’s a simple enough question, and a person who wishes to eat more healthily should reasonably expect to know which foods to choose at the supermarket and which to avoid. Unfortunately, the answer is anything but simple. Where does bacon fit into all of this?
Google will remain the dominant player in worldwide search ad spending. The company will capture $47.57 billion in search ad revenues in 2016, or 55.2% of the search ad market worldwide, eMarketer estimates. Don't stop, get it get it.
The enormous volume of data collected from mystery shoppers, online reviews, social media, blogs, and ratings agencies about customer preferences and experiences has become too overwhelming for any business to assess. And as the luxury segment depends upon anticipating, and then exceeding customer expectations, this is a problem. In the absence of a more nuanced understanding of customer feedback, the data as it stands is driving the industry toward standardized service, and standardization turns luxury into a commodity – the very opposite of what luxury customers want. What you do with the data matters.
Location history and foot traffic data are increasingly being used for audience identification and offline attribution. However, there are numerous other non-advertising uses for the information — among them, predicting who’s going to benefit when a retail competitor goes out of business. One man's loss is another man's victory.
A radical demographic shift is transforming the nature of consumer markets. A recent report by the McKinsey Global Institute has identified three key groups of urban consumers with the numbers and purchasing power to shape the consumer landscape over the next 15 years. One thing common to all the groups is their location in cities. Over 91% of world consumption growth over this period will come from city-dwelling consumers. Three groups marketers should watch.
From toothpaste brands to lipstick makers, marketers of consumer-packaged goods are jumping at the chance to target consumers based on what they've bought before. It's historically been a challenge for CPG marketers to know exactly who their customers are, and thus difficult to aim ads at them. But retailers gather loads of data about their shoppers' purchases. Now as real-world shopping data collides with location tracking and other technology, purchase-based advertising is becoming increasingly pervasive. The closer to the source, the better.
If attention is the media industry’s currency, Facebook is obsessed with building the world’s largest mint. And if Zuckerberg succeeds, there’s no limit to what the company will be able to buy. Facebook’s multi-platform, multi-media, multi-app, multiple times a day access to consumers makes Facebook the best distributor of content – any content – on the planet. It's always been about attention and reach.
In a recent survey conducted by Rubicon, more than a third of parents have already begun shopping for the fall, spending an average of $917 per child. 60% of parents plan to buy at least one thing on a mobile device and 30% plan to do at least a fourth of their shopping on mobile. Catch mom if you can.