凯度-2020年媒介12大趋势与预测报告（英文）19页_6mb

2020 Media Trends & Predictions Summary

Core Content

The 2020 Media Trends & Predictions Report by Kantar provides an in-depth analysis of the evolving media landscape, focusing on three main themes:

• Technology trends transforming the media landscape
• Spaces that brands can credibly occupy
• Context and catalysts for change

This report is based on Kantar's global insights and expert analysis, offering a practical guide for marketers, media owners, and advertisers to navigate the challenges and opportunities of the coming year.

Main Trends and Predictions

1. The Technology Transforming the Media Landscape

• Streaming Wars: The competition among streaming platforms is intensifying. While broadcast TV still dominates, online streaming is gaining traction. Consumers are increasingly using their TVs for online content, and the market is becoming saturated with subscription-based services. This may lead to subscription fatigue, and the winners will be those with high-quality original content and a deep understanding of diverse audiences.
• 5G Finally Gets Real: China is leading the 5G rollout, with over 10 million subscribers already. 5G offers faster connectivity, lower latency, and higher download speeds, which will enable new applications like immersive content and hyper-personalised brand experiences. However, it also brings data integration challenges, privacy concerns, and the need for marketers to adapt to new technologies.
• Turning Up the Volume: Newer audio channels like smart speakers and podcasts are gaining attention. While smart speakers are not yet widespread, podcasts are expected to see a significant increase in ad spend. They offer high engagement and less ad clutter, making them an attractive channel for advertisers.
• Content Meets Commerce: The integration of shoppable content is becoming more prevalent. In China, social media platforms like WeChat and TikTok are leading the way in social commerce, enabling consumers to shop directly from ads and videos. Shoppable TV is also emerging, with AR experiences on platforms like LG’s home shopping shows. This trend is expected to spread to other markets, including the US, where QR codes are being tested for shoppable ads.

2. The Spaces That Brands Can Credibly Occupy

• Get Ready to Play: Esports is moving from a niche hobby to a mainstream marketing opportunity. With millions of viewers and significant sponsorship deals, brands are increasingly engaging with this audience. The trend is expected to grow, with traditional sports also integrating into esports platforms.
• Back to Reality: Marketers are shifting focus from digital-only campaigns to real-world experiences to build long-term brand equity. Brands like Mozilla and eBay are investing in offline marketing and brand-building channels.
• Just Grow Up!: Influencer marketing is maturing, with a focus on authentic engagement rather than just follower count. Brands are collaborating with influencers to create custom products and eCommerce opportunities, and the industry is moving towards measurable impact through metrics like brand and sales lift.
• Brands Take a Stand: Brand activism is becoming more important as consumers demand meaningful action rather than just symbolic gestures. Brands that align with social and ecological causes, like Nike, Burger King, and Gillette, are seeing positive business outcomes. However, transparency is crucial to avoid backlash, as consumers increasingly see brand activism as advertising.

3. Context and Catalysts for Change

• Campaign 2020: The Presidential election is expected to bring increased brand clutter, which will challenge advertisers to stand out.
• Cookies Start to Crumble: The decline of third-party cookies is forcing brands and agencies to find alternative data sources for audience targeting.
• The Data Dilemma: Marketers must navigate data privacy regulations like GDPR while still using data effectively.
• Turn and Face the Change: The trend towards in-house media management is growing, as brands seek more control over their media strategies.
• Connected Media Intelligence: Kantar is developing advanced tools to help marketers better understand and measure their media impact.

Key Implications for Media Measurement and Effectiveness

• New measurement challenges arise with new content formats and platforms.
• Podcasts and voice assistants offer unique opportunities for engagement and conversion.
• 5G will enable immersive and real-time experiences, but also data complexity and privacy concerns.
• Brand activism must be authentic and transparent to maintain consumer trust.
• Influencer marketing is evolving towards measurable outcomes, with a focus on engagement depth and ROI.
• Media in-housing and connected media intelligence are reshaping how brands approach advertising and analytics.

Conclusion

2020 is a pivotal year for the media industry, marked by technological advancements, changing consumer behaviours, and new marketing paradigms. Brands and marketers must adapt to these trends by focusing on authentic engagement, data integration, and strategic media use to remain relevant and effective in an increasingly complex and fragmented media environment.