Een geruchtmakend onderzoeksrapport verbrak deze maand het stilzwijgen rond kickback fees en ondoorzichtige inkoopconstructies, die mede in de hand worden gewerkt door de opkomst van RTB en programmatic. Het rapport heeft betrekking op de Amerikaanse markt. Maar is de situatie in Nederland zoveel beter? Het balletje kwam aan het rollen nadat interne documenten waren uitgelekt die …

  Two thirds of marketers believe they meet customer expectations regarding digital experiences, but very few exceed those expectations as they struggle to keep up with consumers in a fast-changing environment, according to a new study. Consulting firm Accenture surveyed 702 customer experience decision-makers from companies in 14 countries, including the US, Canada, UK, France, …

  As consumers, marketers rely heavily on unbranded content to make purchase decisions, but at work they continue to allocate almost half their budgets to traditional advertising. Newscred, a supplier of content marketing software, surveyed marketing leaders from Fortune 1000 brands who were attending its recent #ThinkContent Summit and obtained responses from 463 of the …

Chief marketing officers are “lazy” and “need to take more risks” with campaigns, Anheuser-Busch InBev’s marketing chief Jorn Socquet told a session at the Cannes Lions today. Socquet, VP marketing USA at the firm, said there were “a lot of naysayers” around the move by the world’s largest brewer to rebrand Budweiser as America ahead of …

With the decline in text and increase in sharing through pictures and video, Facebook’s EMEA vice president Nicola Mendelsohn said she would put money on Facebook becoming “all video over the next five years”. “If I was having a bet I would say video, video, video. Video is happening even faster than mobile and we’re …

  GLOBAL: The time spent with traditional media by consumers will fall across the board in 2016 as internet consumption – specifically the mobile internet – continues to rise, according to a new report. Zenith’s Media Consumption Forecasts 2016 predicted that mobile internet consumption will increase by more than a quarter this year, climbing 27.7% …

Most personalization efforts help metrics, but not at rates deemed significant A recent survey of B-to-C marketers conducted by global technology hub CEB is revealing a lot about how well marcom and martech tools are at personalizing consumers across several organizations.  Known as behavioral marketing, personalization is defined by the survey as “the use of …

De bestedingen binnen de wereldwijde entertainment- en mediamarkt groeien de komende vijf jaar met 4,4 procent per jaar, van 1,72 biljoen dollar in 2015 naar 2,14 biljoen in 2020. De bestedingen aan internetreclame en internettoegang groeien het snelst, met respectievelijk 11,1% en 6,8%. Het contrast met de krantensector is groot. De wereldwijde bestedingen in deze sector …

Elke stad een Heineken-plein, Gazelle-fietspad of BMW-viaduct? In het razendsnel veranderende medialandschap zijn merken continu op zoek naar nieuwe manieren om op een relevante manier zichtbaar te zijn. Neem daarbij een terugtredende overheid en slinkende budgetten en de kansen voor nieuwe vormen van stadsontwikkeling zijn legio. Zou je denken tenminste. Heeft brand urbanism, waar merken …