The document provides Millward Brown's top 10 digital predictions for 2010. It summarizes trends in online display advertising, viral video, gaming, mobile marketing, location-based services, search, online video, social media, privacy concerns, and data integration. The predictions focus on how digital and traditional media will continue to converge, with a need for more sophisticated data integration and insights.
The ‘Future of Mobile’ focuses in on location based services and the opportunities mobile presents for brands at the point-of-sale.
This is part of Mindshare's ongoing Future Of... research programme which explores the development of the media and technological landscape, and assesses the likely impact on advertisers and media businesses.
The ‘Future of Mobile’ focuses in on location based services and the opportunities mobile presents for brands at the point-of-sale.
This is part of Mindshare's ongoing Future Of... research programme which explores the development of the media and technological landscape, and assesses the likely impact on advertisers and media businesses.
This presentation was used to present to volunteers for PSYBT (Prince's Scottish Youth Business Trust) in a webinar for 'Why social media' - check it out!
Propel Executive - Predictions for Digital 2012propellondon
Propel Executive, the senior executive search arm of Propel, hosted a breakfast event on 12th Jan 2012 - "Predictions for Digital 2012".
Guy Phillipson of the IAB kicked the discussion off with his overview of the market before contributions from Louisa Wong (Amnet), Carl Umumski (Somo), Tom Ollerton (we are social) and Nick Roveta (goviral).
Tweet us: @propelexecutive
Hashtag: #digital2012
In January Propel Executive had the pleasure of hosting a breakfast event at the W hotel with the IAB. The topic of the day was Predictions for Digital 2012. In this presentation you can view the slides from all of our digital experts.
The pinnacle of a brand is when it becomes an experience and in this unchartered territory one thing is for certain, the difference between mobile advertising and mobile marketing is fairly straightforward: mobile advertising happens before the click and mobile marketing happens after the click focusing on the more long-term process of driving value from mobile customers. However, knowing and doing are two different things.
This presentation was used to present to volunteers for PSYBT (Prince's Scottish Youth Business Trust) in a webinar for 'Why social media' - check it out!
Propel Executive - Predictions for Digital 2012propellondon
Propel Executive, the senior executive search arm of Propel, hosted a breakfast event on 12th Jan 2012 - "Predictions for Digital 2012".
Guy Phillipson of the IAB kicked the discussion off with his overview of the market before contributions from Louisa Wong (Amnet), Carl Umumski (Somo), Tom Ollerton (we are social) and Nick Roveta (goviral).
Tweet us: @propelexecutive
Hashtag: #digital2012
In January Propel Executive had the pleasure of hosting a breakfast event at the W hotel with the IAB. The topic of the day was Predictions for Digital 2012. In this presentation you can view the slides from all of our digital experts.
The pinnacle of a brand is when it becomes an experience and in this unchartered territory one thing is for certain, the difference between mobile advertising and mobile marketing is fairly straightforward: mobile advertising happens before the click and mobile marketing happens after the click focusing on the more long-term process of driving value from mobile customers. However, knowing and doing are two different things.
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Top 11 tendencias digitales para 2011 (Millward Brown -Dynamic Logic)Retelur Marketing
Presentación elaborada por Millward Brown en colaboración con Dynamic Logic en el que se apuntan las 11 tendencias digitales en Internet para las empresas, marcas y consumidores en 2011. (inglés)
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The Engauge 2011 Digital Innovation PlaybookEngauge
Featuring key takeaways for CMOs, creatives and technologists, this comprehensive guide to emerging digital platforms outlines best-in-class strategies for innovative campaigns that connect brands and people.
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El estudio ofrece argumentos sobre las ventajas de invertir en video online, señala la manera de medir más allá de los “me gustas” y destaca las tendencias del momento en el ecosistema digital.
Marketers, retailers, content owners and technology firms are more focused than ever on obtaining
results from investments in digital marketing. If past years were about amassing data from the touchpoints between
companies and consumers, 2012 will be about curating, filtering and measuring that information to drive outcomes.
1. A Millward Brown Futures Group Publication
Top 10 Digital Predictions for 2010
In our discussions about what will happen in the digital marketing industry
during the next 1 months, one overarching trend emerged. The basic rules of
2
brand building are just as important for innovations in the digital space as they
are for traditional forms of communication. Using new technology won’t in
itself bring success; digital communications still need to be creative, engaging
and relevant if they are to cut it during the second decade of this century. Here
are our top 1 trends for 20 0.
0 1
1
Online display — shiny and new proves attractive to begin with...
In 201 advertisers will experiment with new, larger ad formats. To begin with, these
0,
formats may be attractive because they are different and impactful, but the basics of
brand building beyond awareness shouldn’t be ignored. Some of these formats are likely to
prove too intrusive and will make viewers less favorable toward the advertised brand and per-
haps even less so toward the Web site where it was served. Other advertisers and agencies
will use these formats more cautiously, taking note of creative best practices gleaned from
prior work. Ultimately, the next several years will be a period of survival of the fittest for these
larger formats. They will morph, some will cease to exist and new versions will emerge and
be tested. Most of the new formats will perform very well in the short term. Dynamic Logic
has previously reported the high performance (brand impact) of video ads when they were
first introduced. We found that video ad performance, relative to average ad performance,
declined over a two year period following introduction as the novelty wore off. We’d expect
this to be true for most of the new, larger ad formats and their progeny.
2
Millward Brown’s Futures
Group is a global knowledge Viral video — from art to science
sharing forum of Millward
Brown and Dynamic Logic As online video consumption continues to rise, advertisers increasingly value viral
staff, which focuses on the viewings as a clear and visible sign that their campaigns are engaging audiences. In response,
digital trends that will have
a significant impact in the viral video analytics are becoming sophisticated. YouTube has enhanced their video analytics
next three years. offer, and companies such as Visible Measures and Unruly Media are providing comprehen-
sive viral monitoring services across multiple online video platforms.
This information will help fuel a more scientific approach to viral campaign planning in 2010.
Rather than just place their videos online and hope that an audience will come, advertis-
ers seem likely to invest more in viral seeding strategies. This will see them promoting their
videos via online influencers, Facebook video-sharing applications and using targeted, paid
placements to fan the viral flames. Advertisers will also become smarter about developing
and selecting ads with the most viral video potential before they employ their seeding. New
metrics from Millward Brown’s Link pre-test can now be employed to help with this process
— a recent calibration exercise has identified the creative factors which explain most of the
variation seen in levels of viral viewing.