Advertising & Marketing


Digital ad spending will surpass TV next year, eMarketer estimates. And according to February 2016 research, US ad agency professionals say their clients are interested in digital advertising more than last year.

Internet of things (IoT) devices are garnering the attention of many marketers and consumers. While they may have different purposes, a December 2015 survey found that these devices may become common financial transaction methods, particularly wearables.

By the end of this year, 3.30 billion people around the world will use the internet on a monthly basis, eMarketer estimates.

Marketing technology is getting greater attention from marketing professionals, but many in the industry are often uncertain about how to apply it to their business. According to research from Rocket Fuel, two marketing technology trends likely to see more activity in 2016 are programmatic buying of TV and data management platforms.

Ad blocking continues to gain ground as more consumers discover how easy it is to install a browser plug-in that eliminates the ads they consider most intrusive—video pre-rolls, displays, interstitials, page takeovers, etc. The consensus is that ad blocking is a headache for all who depend on ad-supported digital media.

The average cost to get females to install, register for and subscribe to a mobile dating app is higher than the cost to acquire a male, according to research. Mobile operating systems influence app costs and conversion rates as well.

Pete LaFond, vice president of marketing at TruSignal, talks about programmatic advertising in the addressable TV space.

Mark Goines, the CMO of Personal Capital, talks about how the digital wealth management tech company uses marketing technology to track and optimize cross-channel acquisition and conversion, as well as how it is finding scale beyond digital.

Internet users in South Korea are losing faith in traditional media, according to longitudinal research. Trust in digital channels, meanwhile, is holding steady.

Amory Wooden, director of brand marketing at Squarespace, discusses how the company created a memorable second-screen experience during Super Bowl 50.

Demand for virtual reality (VR) devices in China remains small for the time being, with the total user base in the country expected to be less than 10 million individuals through 2018. Despite this relatively early stage of adoption, enthusiasm for the potential digital video and gaming applications of VR may help to ramp up interest.

When it comes to targeted advertising, many US internet users across generations feel like they are often forgotten about by advertisers, according to November 2015 research. And they feel it is about time they are recognized.

Research suggests that contextual relevance does not do much to improve ad recall. But audio can make a difference, as can viewthrough.

Business executives worldwide are producing significant amounts of digital content and assets, according to an April 2015 report. And, they expect that volume to increase in the next two years.

Internet usage is pervasive in the US, with eight in 10 people now going online regularly. But consumers’ digital lifestyle has evolved into a multidevice experience, with mobile devices playing a prominent role in 2016.

Internet users in South Korea have shifted their trust in the media toward digital, and away from traditional. But in nearby China, the same researcher found trust in traditional holding strong.

The application of programmatic and data-driven automation to linear TV advertising isn't as nascent as brands and agencies might think, according to Walt Horstman, president of programmatic TV platform AudienceXpress. Horstman discusses the state of programmatic TV, which for AudienceXpress is about automating audience-based, linear TV ad buying—and the different ad products that have emerged.

More than a quarter of US CEOs said they plan to increase spending on advertising over the next 12 months, according to research. Marketing and sales promotion is another area they’re focusing on.

What do internet users in Asia-Pacific want in a smart home? Most agree that security is tops—but there’s room for much more education.

Tom Tate, product marketing manager at global email services provider AWeber, discusses the value of having a team monitor regional laws to ensure email compliance for clients.