Western IPs are Safer in China Today

Disney Pixar

The changing face of intellectual property rights in China is favorable to Western companies.  In December a Shanghai court ordered Chinese companies to pay Disney and Pixar $194,440 in damages and court costs for infringement.  They had taken characters from “Cars” and merely renamed them for their own animated production called “Autobots.”  This follows findings in favor of both Michael Jordan and BMW for similar infringements.  A nice pattern is emerging.  Source: Reuters

November Retail Sales Score Big for China

retail Sales Growth - Nov-16

The average sales growth over the last 13-months was 0.83%.  November slammed that number when it hit 0.97% illustrated by the normally straight line’s slight tilt upward.  Probably influenced by China’s Black Friday – Singles Day on November 11th – the retail gain soared higher than any time in the past year.  It’s a significant indicator of a healthy Chinese economy and is in line with the very positive business sentiment reported here last week.  Sources: Trading Economics; National Bureau of Statistics, China

Management Places High Expectations on Marketers

marketing-expectations

According to Deloitte CMO Council’s global survey of more than 200 CMOs from across all industry sectors and geographies 68% of C-level managers hold either high or extremely high expectations for their CMOs to be the primary driver of growth in the company.  That’s a change from CMO as brand ambassador to CMO as growth driver.  To succeed at this adjusted role CMOs will need to embrace the latest ad technology to achieve desired effectiveness and efficiency.  Source: Deloitte CMO Council Survey

Modest October Gain for China’s Index After a Big September

leading-economic-index-oct-16

Following a major adjustment that moved September’s increase from 0.2% to 0.5%, China’s National Bureau of Statistics sets October’s increase at a mere 0.1%.  Given the size of the revision, it shouldn’t be surprising that the following month would not increase dramatically again, after all the Chinese economy is still going through realignment.  Source: National Bureau of Statistics, China

Digital Technology and Data to Drive Improved Campaign Yield

improved-marketing

Deloitte CMO Council’s global survey of more than 200 CMOs from across all industry sectors and geographies reveals the expectations for marketers by corporate upper management.  And much of those expectations are dependent on marketers moving forcefully into digital technology, the kind that makes ad spending and delivery more effective and efficient.  Forty-four percent of respondents placed new ad tech and big data at the top of their list for improving campaign yield.  Source: Deloitte CMO Council

Five Ad Tech Predictions for 2017 from Marketo’s CMO, Chandar Pattabhiram

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  1. Marketing and advertising technology will give B2B marketers expanded opportunities to operate in ways similar to their B2C comrades.  “All marketers are focused on how to drive the most personalization and maximize engagement, measurement and revenue.”
  2. Marketing will place more resources behind customer retention and growth. This is not a technology issue, rather it is about building personal relationships and using them to maintain brand loyalty while cross-selling deeper into client companies.
  3. It may be wishful thinking, but once again there is the hope, if not the prediction, that sales and marketing will work closer together in 2017.  Technology can help bridge the gap allowing the marketing message match the sales goals, both based on deep intelligence.
  4. In a world where we are still breaking down resistance to basic programmatic buying, it seems over the top to say that “predictive analytics will shift to adaptive analytics” anytime soon, let alone this year.  The value of predictive automation is clear for making incremental gains in revenue, but so is programmatic buying and it has a broader potential for increasing yield.  Still, programmatic has yet to dominate buying practices.
  5. “The future will favor those well-versed in both art AND science” of marketing and advertising.  The pressure is on for traditional marketers to understand, adapt and use the digital opportunity or they will be moved aside.

Source: MarTech Today

China’s Business Community Upbeat Going into the New Year

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China’s business community ends the year with its most positive view since August of 2015, a month that was an anomaly at the time.  December’s sentiment, by comparison, comes amidst a nine month run of positive feelings from business people. One cannot make much of the future number because Chinese business people almost always view the future optimistically.  Sources: Westpac MNI China Business Sentiment Indicator

Banner to Decline, Video to Increase by 2020 

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A look into the future of programmatic ad spending, according to Magna, predicts increases in video and decreases in banner in both desktop and mobile formats. These numbers are somewhat confusing because all formats are not included.  What can be said is the combined desktop numbers go from 66% in 2016 down to a combined 45% in 2020 while mobile represents a combined 34% this year and are projected to reach 55% by 2020.  Source: Digday

US Digital Ad Spend Estimates Increase

digital-ad-spend-update

Updated estimates from eMarketer are now expecting a year-over-year, 22.4% increase in digital ad spending when 2016 is calculated.  The total will reach $9.3 billion.  These increases are being driven by steep spending jumps in the automotive, financial services and travel sectors’ spending as compared to last year.  Source: eMarketer

AOL Chief Sees the Future

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Programmatic ad buying emerged as one of the hot topics at AdTech in San Francisco. One of the strongest voices on the subject was Tim Armstrong, Chairman and CEO of AOL, who defined the turf, “[Programmatic] is the ability to let humans do non-manual things and use creativity to bring it to the next level.” In other words, technology will set you free, free to creatively solve the marketing problems of the future.

He also defined the coming shift of ad spend from offline to online, “In terms of offline dollars coming online, I know we’ve seen a huge spike so far, but that will probably pale in comparison to what we see in the next 5-10 years.”  Source: ReTargeter