2019年媒介12大趋势报告（英文版）-6mb

KANTAR MEDIA PREDICTIONS 2019 Summary

Core Content

Kantar Media's 2019 predictions focus on the evolving media landscape, emphasizing the integration of advanced technologies, the importance of data and analytics, and the growing influence of social media and voice-activated platforms. The report outlines key trends and challenges that will shape marketing strategies in the coming year, particularly for brands and advertisers looking to understand consumer behavior and improve ROI.

Main Predictions

1. Analytics and AI Will Bridge the ROI Divide

• Key Point: Marketers will leverage analytics and AI to better understand the return on investment (ROI) of their campaigns.
• Insight: Traditional models like Market Mix Modelling lack the granularity needed for digital optimization, while multi-touch attribution is too campaign-specific.
• Solution: Advances in data management systems and AI will help in measuring and validating campaign effectiveness across all channels in real time.
• Impact: This will enable more accurate ROI assessment and support strategic decision-making.

2. Brands Raise Their Voice

• Key Point: Voice technology will become a key medium for brands to engage consumers.
• Opportunities: Voice-activated devices and assistants offer new creative avenues for brand communication.
• Examples: Branded audio content, sponsored voice recipes, and voice-based shopping experiences.
• Challenges: Brands must integrate voice into their overall strategy and ensure authenticity and relevance.
• Importance: Voice is expected to become a major channel for consumer interaction and brand research.

3. Building Trust and Interactive Experiences on Social Media

• Key Point: Trust and emotional engagement will be critical for social media marketing.
• Trend: Social media in China is becoming a key platform for brand experiences, with a growing influence of influencers and AI users.
• Influencer Marketing: Brands are expected to invest more in micro-influencers who offer higher credibility and more relevant content.
• Evaluation: Brands will need to measure the effectiveness of influencers and integrate their performance with other media channels.

4. Here Comes Amazon!

• Key Point: Amazon is becoming a major player in digital advertising.
• Growth: Amazon has surpassed Microsoft in digital ad share and is expected to challenge Google and Facebook.
• Advantage: Its ability to link on-platform behaviors with advertising campaigns gives it a unique edge.
• Implication: Marketers will need to adapt to Amazon's ecosystem and consider its role in future advertising strategies.

5. The Video Saga Moves On

• Key Point: Video ads are evolving to be more personalized and emotionally engaging.
• Trend: Video is becoming more than just a repurposed TV ad; it's developing its own personality.
• Consumer Expectations: Authenticity and interactivity are key, with consumers expecting more than just versioning across platforms.
• Data Insights: Integrated and customized campaigns are more effective, and brands must adapt to new platforms like Netflix and YouTube.

6. Back to the Big Screen

• Key Point: Television is still a dominant medium, but its role is expanding with the rise of OTT services.
• Data: In Norway, TV continues to dominate viewing, with 96% of content consumed on the big screen.
• Shift: The focus is moving from TV audience measurement to total video audience measurement.
• Implication: Brands need to ensure their campaigns are effective across all screen types, including smart TVs and mobile devices.

7. AI Will Drive Media Targeting

• Key Point: AI will transform how brands target consumers by analyzing both attitudinal and behavioral data.
• Trend: Marketers will move from predefined segments to real-time, personalized targeting based on individual behavior and sentiment.
• Challenge: GDPR and privacy concerns will require careful handling of data to avoid legal and reputational risks.
• Future: AI will enable more accurate and efficient targeting, leading to better campaign performance and consumer engagement.

8. Targeting with Purpose Is the Key to Building Strong Brands

• Key Point: Targeting should not be solely about conversions but about building brand interest and trust.
• Trend: Hyper-targeting is being questioned due to its narrow focus and potential privacy issues.
• Solution: Brands will focus on attitudinal and contextual targeting, using high-quality data from trusted sources.
• Strategy: Marketers must ensure their targeting efforts are aligned with brand values and supported by broader communication strategies.

Key Information

• Data Integration: The integration of syndicated data with first-party data will become more common, enabling more precise and actionable insights.
• Voice Technology: Voice-activated devices and assistants are changing how brands interact with consumers, with new opportunities for creative and emotional engagement.
• Social Media: In China, social media is evolving into a powerful platform for brand experiences, with the rise of AI influencers and micro-influencers.
• Privacy and Trust: GDPR and increasing consumer awareness of data privacy will force brands to be more transparent and ethical in their data usage.
• Video Evolution: Video ads are becoming more personalized, interactive, and emotionally engaging, with a focus on authenticity and integration across platforms.
• TV Relevance: Despite the rise of digital, TV remains a crucial medium, especially for older audiences and for in-home viewing.
• AI Adoption: AI is expected to significantly impact media targeting and decision-making, improving accuracy and efficiency in campaign optimization.

Conclusion

2019 is predicted to be a transformative year for the media industry, driven by technological advancements, changing consumer behaviors, and increased emphasis on data ethics and transparency. Marketers must adapt to these changes by leveraging AI, voice technology, and integrated analytics to deliver more effective and relevant campaigns.