凯度-2021全球媒体发展趋势报告（英文）-2021.1-28页_1mb

2021 Media Trends and Predictions Summary

Core Content

This document outlines the key media trends and predictions for 2021, highlighting the impact of the pandemic on consumer behavior, media consumption, and brand strategies. It emphasizes the need for brands and media companies to adapt to a rapidly evolving digital landscape, focusing on audience engagement, measurement, and the integration of analytics and social media.

Main Themes

1. Media Pivot

• The media industry is undergoing significant transformation due to the pandemic.
• Consumers have shifted to in-home media consumption, with increased use of internet browsing, online video, and social media.
• Brands are adapting their strategies to align with these changes, with a focus on digital media.

2. Media Performance

• Measuring the effectiveness of media investments has become more complex.
• There is a growing need for real-time and agile media planning to keep up with changing consumer behaviors.
• The importance of understanding the full audience behavior across platforms and devices is highlighted.

3. Media People

• Audience and data are central to media strategy.
• Understanding who the audience is and how they engage with content is crucial for effective marketing.

Key Predictions and Trends

1. Audience Behaviors, Industry Dynamics - Stick or Twist?

• Consumer behavior is evolving post-pandemic, with some returning to pre-lockdown habits and others embracing digital-first approaches.
• There is a shift towards digital media, with brands increasing ad spend on platforms like Facebook and Amazon.
• The "stick or twist" concept applies differently across audiences, media, and categories, leading to potential fluctuations in market dynamics.

2. The Boomerang Subscriber

• The SVOD (Subscription Video-on-Demand) model is facing challenges due to consumer indifference to platforms.
• The "boomerang consumer" is becoming more prevalent, with users switching between platforms or dipping in and out.
• The trend is expected to grow in 2021, driven by content aggregation and bundle deals.

3. Ecommerce & Media: Friends or Frenemies?

• Ecommerce has grown rapidly due to the pandemic, especially in China, where O2O (Online-to-Offline) business is expected to increase.
• Social media and live-streaming are becoming key tools for product research and consumer engagement.
• Small brands like Perfect Diary are leveraging these trends to challenge traditional players.

4. The Audience in the Stream

• Co-viewing (watching content together) is on the rise, especially in households that spent more time together during lockdown.
• TV and video platforms are competing for audience attention, with increased overlap between services.
• Brands must understand the full audience behavior across all platforms to effectively plan and buy media.

5. From Activism to Action

• Brand purpose is becoming more important as consumers demand more authenticity and responsibility.
• Brands are expected to move from talk to action, aligning their messaging with their values and demonstrating real impact.
• Social media plays a critical role in amplifying brand activism, but trust in this medium is still a challenge.

6. The Social Media Dilemma

• Social media is seen as a cost-effective medium for advertising, but there is a trust gap between consumers and the information they see online.
• Campaigns must be consistent across multiple channels to build meaningful relationships with audiences.
• Influencers and user-generated content are key to driving engagement and brand understanding.

7. Creative Context Takes Centre Stage

• Context is more important than ever in determining the effectiveness of media campaigns.
• Advertisers are looking to use platforms like TikTok, Instagram, and Snapchat to create more engaging and differentiated content.
• The use of influencers and interactive elements like hashtag challenges is expected to grow.

8. Infused Analytics

• Analytics are playing a central role in media and communications, helping to optimize campaign messaging and creative performance.
• There is a growing need to balance short-term sales with long-term brand equity.
• Brands are expected to leverage analytics for better decision-making and alignment with consumer values.

Key Insights

• Consumer behavior has shifted significantly, with a greater reliance on digital media.
• SVOD platforms are facing challenges due to the "boomerang consumer" and the need for differentiation.
• Ecommerce is growing rapidly, with social media and live-streaming becoming essential tools.
• Co-viewing is increasing, especially on TV and video platforms, changing how audiences engage with content.
• Brand purpose is becoming a critical factor in consumer trust and brand reputation.
• Social media remains a key channel for engagement, but its effectiveness depends on consistent and authentic messaging.
• Contextual relevance is vital for media success, with platforms and formats evolving to meet consumer demands.
• Analytics are essential for understanding and optimizing media performance, especially in a fragmented and fast-changing environment.

Can We Help?

• Kantar's services include:

  • Cross Media Audience Measurement to track viewing habits and consumption behaviors.
  • Entertainment On Demand to understand the customer journey in the SVOD industry.
  • eCommerce advisory to develop digital and omnichannel strategies.
  • Context Lab to test the effectiveness of different advertising formats.
  • Reputation Intelligence to monitor and analyze brand impact across all channels.

• Brand guidance systems and Audience Activation help brands build stronger connections with their audience and optimize media spend.

Conclusion

2021 is a year of transformation, with the media landscape evolving rapidly due to the pandemic. Brands must be agile, data-driven, and authentic in their media strategies to stay relevant and competitive. The integration of analytics, social media, and audience insights will be key to success in this dynamic environment.