Marketing Week outlines 12 trends, predictions and issues that will gain pace over the next 12 months. In part two we look at why zero-based budgeting will become the new normal, TV’s comeback and what the influencer model will look like in 2017.
Facebook has admitted it overstated how long users watch videos for on its site by up to 80%, but this is just a symptom of a digital ecosystem in which two players dominate and measurements look increasingly meaningless.
YouTube is increasing its focus on influencers such as Zoella and Joe Sugg by opening YouTube ‘Space’ which gives creators access to new technology, as the video platform admits “it doesn’t succeed unless its creators succeed”.
From Channel 4 returning with the second iteration of its ‘Superhumans’ campaign for the Rio Paralympic Games to Jaguar offering consumers the chance to explore the Wimbledon grounds in their 360 degree glory, here are the top 10 YouTube ads for July.
As Simon Carter embarks on his first CEO position at market research agency ComRes, the former marketing chief of IT firm Fujitsu tells Marketing Week why it’s “fantastic” for the industry to have another marketer at the top and how to get there.