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What: The 12 digital and media trends of 2014, according to Millward Brown.
Why it matters: Marketing professionals will have a better understanding of consumer’s behavior regarding the use of multiple devices and so they may adjust their advertising investment.

Viral Marketing - People on Computers

Millward Brown, a leading research agency specialized in effective advertising, strategic communications, media and research of brand equity, has disclosed 12 key digital and media trends that will shape 2014. The main  challenge for marketing professionals will be to get a better understanding of consumers’ behavior when it ocmes to the use of multiple devices.

“In 2014 we will see more marketers trying to generate screen  interactions through attractive strategies as TV commercials with hashtags,” said Duncan Southgate, Global Brand Director for Digital Media at Millward Brown.

However, the most successful marketing experts will be those who build a cohesive, clear and consistent presence in all screens and distribute advertising spending in accordance to the time audiences invest in each device.

The  “Digital and Media Predictions for 2014″ report by Millward Brown provides the following:

  1. Screen agnosticism:“Screen Agnosticism” refers to both the way consumers watch video content and the mindset marketers need to adopt when planning video campaigns. Marketers will adopt an agnostic viewpoint where the benefit of maximizing audience has primacy over optimization by channel. Meanwhile audiences will consume video content by whichever means is most convenient in a given moment. Content is king and the screen is simply the most convenient window through which to view it.
  2. Micro-video multiplies:Micro videos will continue exploding in 2014. Dominate Vine (six seconds movies), since they were the ones that popularized the format; Instagram (fifteen seconds), thanks to its large user base, and Tumblr GIFs due to rebirth of the format popularity. Most of micro video content associated with a brand will be shared virally at first, but soon the paid promotional approaches will begin to grow as they have a greater reach.
  3. The breakthrough of wearable screens:Following the increase in the purchase of tablets and smartphones, wearable technology will be the next major trend that will be seen as the norm in 2014.The health and fitness market will continue to play a key role in bringing wearable technology closer to consumers; many mobile health wearables such as Nike+ and the Fitbit tracker are already available and growing rapidly.Wearable technology will offer unique media opportunities for brands to captivate target audiences and build meaningful differentiation. The challenge will be developing a deep understanding of what consumers want from these new wearable screens so that brands can deliver something useful and relevant to their existing proposition.
  4. Multi-Screen big data connections enhance effectiveness:From a marketing effectiveness perspective, marketers need windows into the specifics of each consumer’s interactions with each screen for each brand.The technology to tie together the pieces of multiple-screen puzzle will be leveraged on a much wider scale than in the past. The central question will remain: How is that encounters with the brand are impacting sales and brand perceptions of unique and synergistic way? The ability to tie together multiple-screen interactions will gradually enhance our ability to answer this question.
  5. Multi-screen minimalism:The clarity and consistency of message across all devices and new marketing opportunities will be critical for success.Thanks to eye-tracking data of Millward Brown for digital media advertising, Which suggest that a single attractive image is enough to catch the attention and consumers focus on a range of stimuli in rapid succession. It is known that brands that adopt a minimalist approach are more likely to catch their consumer’s attention and retain it for longer.
  6. Meshing,Stacking and Shifting:Marketers will adapt their actions to the different types of multi-screen media consumption. “Meshing”, the simultaneous usage of multiple devices for related content; “Stacking”, the simultaneous usage of devices for unrelated content and “Shifting”, the sequential usage of devices for related content. These behaviors will provide new opportunities for brands to connect with people if they get to understand and sale in that stage. “
  7. Finally,traditional channel insights and multi-screen digital insights tie the knot:Marketers will finally integrate the data to understand the consumer path to purchase, across all channels and all digital devices. Businesses will have to establish systems to optimize the customer experience across all channels, which also will allow them to gain valuable insights to make decisions about advertising investment.
  8. Social TV’s promise is tightly coordinated targeting across channels and screens:Consumers are already investing more time watching television with their mobile phones and digital devices, and social media is the primary way that people are interacting with television content. Last year it became clear that social TV, for all intents and purposes, Twitter is television, Consumers are spending more time in front of the TV with digital and mobile devices, and social media is the main way people are interacting with TV content. Last year, it’s become clear that social TV, for all intents and purposes, is Twitter. So the audience can be maximized through promotional paid on this network.
  9.  Teenager who use Smartphones demand intended advertising for them:The lives of young consumers spin around smartphones. The use of mobile devices is deeply personal for this generation and most of what they live, learn and purchase will be via smartphones, even if they go on using other digital devices to do several things at the same time. Due to this, brands for young people will lead the field and will be the first to offer a multi-screen experience which flows seamlessly between all devices, in order to hold the attention and promote the consumption of brands among this audience .
  10. Video budgets continue to shift from TV to Multi-screen:As marketers improve their planning for multi-screen videos success, other changes will be seen: more video advertising that works on different screens will be created and not only the one that is optimized for television, alliances will be restructured, as long as they understand that buying time on television and digital media can no longer be divided; many multiscreen video strategies will be defined in order to optimize range.
  11. Digital outdoor rapid development:The screen, as is now known, is becoming something that is almost unrecognizable. In addition to the multi-screen strategy, the question arises: How do we market across clothing, wearable devices, and LED light-up cars?”This year we shouldn’t obsessed with the 4 screens, but think creatively in the digital outdoor landscape potential and how it is evolving to be the first to launch amazing and powerful marketing.
  12.   Success will not go to those who focus on screens alone : CrossMedia Millward Brown research shows that greater synergies arise between media with and without display, such as out of home advertising, print and especially at the point of sale.  Marketing professionals who think beyond the “screen” and implement truly integrated multichannel strategies, will be those who outstand t this year.

What: The 12 digital and media trends of 2014, according to Millward Brown.
Why it matters: Marketing professionals will have a better understanding of consumer’s behavior regarding the use of multiple devices and so they may adjust their advertising investment.

Viral Marketing - People on Computers

Millward Brown, a leading research agency specialized in effective advertising, strategic communications, media and research of brand equity, has disclosed 12 key digital and media trends that will shape 2014. The main  challenge for marketing professionals will be to get a better understanding of consumers’ behavior when it ocmes to the use of multiple devices.

“In 2014 we will see more marketers trying to generate screen  interactions through attractive strategies as TV commercials with hashtags,” said Duncan Southgate, Global Brand Director for Digital Media at Millward Brown.

However, the most successful marketing experts will be those who build a cohesive, clear and consistent presence in all screens and distribute advertising spending in accordance to the time audiences invest in each device.

The  “Digital and Media Predictions for 2014″ report by Millward Brown provides the following:

  1. Screen agnosticism:“Screen Agnosticism” refers to both the way consumers watch video content and the mindset marketers need to adopt when planning video campaigns. Marketers will adopt an agnostic viewpoint where the benefit of maximizing audience has primacy over optimization by channel. Meanwhile audiences will consume video content by whichever means is most convenient in a given moment. Content is king and the screen is simply the most convenient window through which to view it.
  2. Micro-video multiplies:Micro videos will continue exploding in 2014. Dominate Vine (six seconds movies), since they were the ones that popularized the format; Instagram (fifteen seconds), thanks to its large user base, and Tumblr GIFs due to rebirth of the format popularity. Most of micro video content associated with a brand will be shared virally at first, but soon the paid promotional approaches will begin to grow as they have a greater reach.
  3. The breakthrough of wearable screens:Following the increase in the purchase of tablets and smartphones, wearable technology will be the next major trend that will be seen as the norm in 2014.The health and fitness market will continue to play a key role in bringing wearable technology closer to consumers; many mobile health wearables such as Nike+ and the Fitbit tracker are already available and growing rapidly.Wearable technology will offer unique media opportunities for brands to captivate target audiences and build meaningful differentiation. The challenge will be developing a deep understanding of what consumers want from these new wearable screens so that brands can deliver something useful and relevant to their existing proposition.
  4. Multi-Screen big data connections enhance effectiveness:From a marketing effectiveness perspective, marketers need windows into the specifics of each consumer’s interactions with each screen for each brand.The technology to tie together the pieces of multiple-screen puzzle will be leveraged on a much wider scale than in the past. The central question will remain: How is that encounters with the brand are impacting sales and brand perceptions of unique and synergistic way? The ability to tie together multiple-screen interactions will gradually enhance our ability to answer this question.
  5. Multi-screen minimalism:The clarity and consistency of message across all devices and new marketing opportunities will be critical for success.Thanks to eye-tracking data of Millward Brown for digital media advertising, Which suggest that a single attractive image is enough to catch the attention and consumers focus on a range of stimuli in rapid succession. It is known that brands that adopt a minimalist approach are more likely to catch their consumer’s attention and retain it for longer.
  6. Meshing,Stacking and Shifting:Marketers will adapt their actions to the different types of multi-screen media consumption. “Meshing”, the simultaneous usage of multiple devices for related content; “Stacking”, the simultaneous usage of devices for unrelated content and “Shifting”, the sequential usage of devices for related content. These behaviors will provide new opportunities for brands to connect with people if they get to understand and sale in that stage. “
  7. Finally,traditional channel insights and multi-screen digital insights tie the knot:Marketers will finally integrate the data to understand the consumer path to purchase, across all channels and all digital devices. Businesses will have to establish systems to optimize the customer experience across all channels, which also will allow them to gain valuable insights to make decisions about advertising investment.
  8. Social TV’s promise is tightly coordinated targeting across channels and screens:Consumers are already investing more time watching television with their mobile phones and digital devices, and social media is the primary way that people are interacting with television content. Last year it became clear that social TV, for all intents and purposes, Twitter is television, Consumers are spending more time in front of the TV with digital and mobile devices, and social media is the main way people are interacting with TV content. Last year, it’s become clear that social TV, for all intents and purposes, is Twitter. So the audience can be maximized through promotional paid on this network.
  9.  Teenager who use Smartphones demand intended advertising for them:The lives of young consumers spin around smartphones. The use of mobile devices is deeply personal for this generation and most of what they live, learn and purchase will be via smartphones, even if they go on using other digital devices to do several things at the same time. Due to this, brands for young people will lead the field and will be the first to offer a multi-screen experience which flows seamlessly between all devices, in order to hold the attention and promote the consumption of brands among this audience .
  10. Video budgets continue to shift from TV to Multi-screen:As marketers improve their planning for multi-screen videos success, other changes will be seen: more video advertising that works on different screens will be created and not only the one that is optimized for television, alliances will be restructured, as long as they understand that buying time on television and digital media can no longer be divided; many multiscreen video strategies will be defined in order to optimize range.
  11. Digital outdoor rapid development:The screen, as is now known, is becoming something that is almost unrecognizable. In addition to the multi-screen strategy, the question arises: How do we market across clothing, wearable devices, and LED light-up cars?”This year we shouldn’t obsessed with the 4 screens, but think creatively in the digital outdoor landscape potential and how it is evolving to be the first to launch amazing and powerful marketing.
  12.   Success will not go to those who focus on screens alone : CrossMedia Millward Brown research shows that greater synergies arise between media with and without display, such as out of home advertising, print and especially at the point of sale.  Marketing professionals who think beyond the “screen” and implement truly integrated multichannel strategies, will be those who outstand t this year.

Martin Kogan CEO Headway Digital (8)Martin Kogan is co-founder and co-CEO of Headway Digital

social.networkIn the pre-Internet days, brands exerted enormous influence over consumers. Their messages, delivered effectively over the limited number of available channels, compelled us to go out and buy their wares. And we obeyed.

By mid 2005, the Internet had democratized the process. Today, our friends, families and work colleagues exert as much influence over our buying decisions as any brand. Thanks to email, Facebook, Twitter and other digital channels, we can instantly ping our personal network for their opinions and experiences with products.

What does that mean for marketers? To engage consumers, you must join them on their purchasing journeys and engage them with the right message in the right channel. Make no mistake about it; our digital lifestyles have made marketing a lot more complex.

But there are plenty of trends emerging that can help you reach and engage your consumers in the coming year. Here are 6 that I believe will advance digital marketing in 2014.

Cross-Screen Marketing

According to an Oracle cross-channel survey, some 75% of all consumers use one or more channels to purchase a product. Many begin with online research, and continue in-store where they’ll ultimately buy, often using their mobile devices to search for competitive deals.

While marketers understand they need to reach consumers on all screens, too many are taking a channel-centric – not a consumer-centric – approach to advertising.

Your consumer is the same person, whether he sees your ad on a desktop, mobile device or Facebook page.

If you treat each touch point as a separate campaign rather than a continuous dialog with the consumer, you’ll never become an integral part of his buying journey.

There’s no doubt that cross-screen marketing is difficult, especially with privacy restrictions now the law of the land. But our industry is making in-roads into understanding the cross-channel buying experience. Big data, viewability, and real-time analytics are shining a spotlight onto the journey, and in 2014, we’ll see a lot more success.

Big Data and Data Management Platforms

digital.databaseBig data provides digital advertisers with a tremendous amount of insight into a consumer before they buy an impression. As consumers click-through the web, they generate data signals that reveal their intentions, brand loyalties and more. Big data science enables marketers to capture those signals, and hone in on their best prospects so they can target them anywhere within the digital universe they’re most likely to convert.

Sophisticated RTB buy-side platforms are often fully integrated with data management platforms (DMPs), which have direct, sever-to-server connections with all the major third-party data providers, as well as the brand’s CRM systems and website data. As a result, marketers can determine if a user is one of its catalog customers or has recently visited its website before placing a bid. Buyers can also build rich profiles of the user by purchasing demographic and psychodemographic datasets from leading data providers such as Experian, BlueKai, Nielsen Catalina, eXelate, Acxiom, DataXpand and many others.

Rise of Mobile

SAMSUNG PREVÉ UN BENEFICIO OPERATIVO UN 6,11 % MENOR EN OCTUBRE-DICIEMBREBy some estimates, up to 20% of all web traffic stems from a mobile device; according to industry Mary Meeker, mobile traffic eclipses desktop traffic in some regions of the world. This should come as no surprise to us, given how we’re never far from our mobile devices, often checking them as we work on a desktop or watch TV.

However, mobile advertising has yet to catch up to mobile usage for many reasons. First, publishers need to optimize their sites for mobile viewing, a trend we’re seeing in the whole ‘mobile-first’ movement. This is taking some time, but once more sites are mobile optimized, more inventory will be available for advertisers.

Additionally, mobile requires a new way to target users, based on geo, the less-robust device ID and registration info collected by some mobile app developers. In other words, rich data for targeting isn’t quite at the same scale as its desktop counterpart. However, as the industry gains experience, more campaigns will be launched.

Programmatic Growth and Programmatic Premium

Within the past 12 months, premium direct buyers have clamored to get in on the programmatic game, and many publishers are experimenting with Programmatic Premium. In this model, directly-bought campaigns are executed programmatically.

Why is programmatic so popular? Insight.

When the request for a bid goes from the exchange to buyers, a cookie synch occurs. In other words, all the data stored in that user’s cookie is sent to the buyers (note: URLs can be withheld upon publisher request). Buyers use that data to determine who that user is, and to calculate its value (e.g. bid) to their campaigns.

As mentioned above, these buyers have access to robust online and offline, first-, second- and third-party data from DMPs within their buying environment. In short, RTB lets buyers cherry pick impressions based on who the user is, as well as the user’s likely value to their campaigns.

So, let’s say you’re an auto manufacturer and you want to buy an exclusive campaign for your 2014 line-up. In the non-programmatic world, your ad creatives would rotate randomly, based on the weights you’ve assigned them at the time the campaign was trafficked. Sometimes a mom would see an ad for your sports car, and sometimes an 18-year-old male will see one for your mini-van.

With programmatic premium, nothing is random. As a user arrived on the page, the DMP assesses that user’s demographic, and match the correct ad to the right user. Moms would always see mini-vans, while younger demographics might see economy models.

Naturally, programmatic premium drives higher campaign rates, and we can expect to see more premium publishers and brands experimenting with it in 2014.

Private Exchanges

Private exchanges are the solution to the publisher’s worst fear: programmatic selling provides a back door for premium advertisers to purchase their inventory at very low rates. Why would a brand pay premium CPMs if it can get the same use on the same site for significantly less on an open ad exchange?

Private exchanges were developed as a way to offer programmatic trading between a premium publisher and a set of premium advertisers in a walled off garden, so to speak. In these scenarios, the publisher offers exclusive access to a set of inventory to select buyers in a real-time bidding environment, with strong sales and price controls in place.

2013 saw numerous private exchanges announced and implemented, but the model is still very much in its infancy. Buyers complain that it’s difficult to manage, and often requires a full time headcount to implement these deals. Publishers want to see greater shares of the marketer’s budget dedicated to the private exchanges in order to justify the expense.

But make no mistake about it, these are growing pains for the model, and there’s no doubt that the coming year will see many more buyers and sellers participating in private exchanges. After all, they offer the best of both worlds: the exclusiveness of direct deals married with the efficiency of programmatic.

The Impact of Social Media

social networksRemember what I said earlier about the customer buying journey? If you want to engage consumers where they spend the most time, then you need to embrace social media.

The numbers are astounding: Facebook as 727 million daily active users; Twitter users send 1 billion tweets each week. Both platforms have changed the advertising game.

Two years ago, Facebook announced Facebook Exchange (FBX), enabling advertisers to purchase Facebook inventory programmatically. Recent research by digital marketing agency NetMining found that FBX is particularly effective when paired with retail offerings. In fact, retail marketers earned 42% more clicks than last year. It’s no surprise that spending increased by 59 percent.

For a long time, marketers had few robust opportunities to advertise on Twitter. But Twitter changed all that on December 5, 2013, when it announced tailored audiences, a new targeting product that lets marketers create unique audience segments based their website and behavioral data, and then target those audiences on Twitter.

It’s safe to say 2014 will see a bigger migration of a marketer’s budget to online channels, thanks to the advancements outlined here.

Consumers learn about and make purchasing decisions in the digital universe, and these trends enable brands to insert their influence, at scale, in brand safe environments. As we embark on a new year, how are you preparing to make good use of the new trends in content marketing in 2014?

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