Evolution from "big data" to "intelligent data," controlled second-screen synchronization, more creative and "brand-aware" programmatic, boom of native ads, invasion of ads on Vine—these and five other trends have been spotted by Kantar's media analytics company.
Among the top three threads for business growth, CEOs named state over-regulation (78%), lack of specialists with key skills (73%) and government fiscal policy towards budget deficit (72%), followed by geopolitical uncertainty (72%), increasing taxes (70%), and lack of cyber security (61%).
Interestingly, many successful consumer brands such as PepsiCo, Nike, Facebook, McDonald's or Unilever are absent from the ranking.
The roundup of the latest marketing news from the five big-name global brands.
For the study, the partner company Lightspeed Research has surveyed 7,500 adult respondents from the U.S.
Having studied more than 300 companies from three European countries, the McKinsey team has proved that co-creation skills are an important capability of a business and it can pay off, if managed properly.
The study has uncovered three main trends that will reposition the traditional views on family as an institution.
While most of the respondents (62%) think that their marketing initiatives meet expectations, a deeper look shows that more than a half believes their companies waste money on marketing and lack understanding of their consumers.