凯度-2020年媒介12大趋势与预测报告（英文）-2019.12-19页_6mb

2020 Media Trends & Predictions Summary

Core Content

The 2020 Media Trends & Predictions Report by Kantar outlines the evolving media landscape and highlights key trends and predictions that will shape the industry in the coming year. It emphasizes the impact of new technologies, the opportunities for brands to engage consumers in innovative ways, and the importance of authenticity and measurement in a post-digital world.

Main Themes

The report is structured around three main themes:

1. Technology Trends Transforming the Media Landscape
2. Spaces Brands Can Credibly Occupy
3. Context and Catalysts for Change

Technology Trends Transforming the Media Landscape

1. Streaming Wars

• The competition among streaming platforms is intensifying.
• Subscription Video on Demand (SVOD) services like Netflix, Disney+, and local providers are expanding their reach.
• Consumers are showing preference for high-quality content, leading to a paradox of choice as more platforms and content become available.
• Measurement challenges arise due to the complexity of content and audience engagement across platforms.
• Strategic opportunities for advertisers include product placement and co-promotions.
• Ad-free platforms may limit traditional advertising avenues.

2. 5G Finally Gets Real

• 5G is set to revolutionize connectivity, with China leading the adoption.
• It offers three key benefits over 4G: increased connectivity, lower latency, and faster download speeds.
• These advancements will support real-time interactions, IoT devices, and immersive content.
• Marketers will need to adapt to the new capabilities of 5G, but challenges such as data fragmentation, privacy concerns, and regulatory compliance remain.
• Voice and smart speakers are expected to drive more personalized and interactive experiences.

3. Turning Up the Volume

• Newer audio channels are expected to gain traction in 2020.
• Podcasts are becoming a major channel for ad spend, with 63% of marketers planning to increase their investment.
• Podcasts offer an intimate and engaging environment for advertising, with above-average impact on purchase intent.
• Radio is also evolving, with increased online listening and a focus on niche formats.
• Voice commerce is on the rise, but trust and accuracy are key barriers to adoption.

4. Content Meets Commerce

• Shopvertising is becoming a mainstream trend, integrating commerce into content.
• In China, social media platforms like WeChat and TikTok are leading the way in shoppable content.
• QR codes are widely used in China for digital Out-Of-Home (OOH) and TV shoppable ads.
• Live commerce is also growing, with platforms like Amazon and Alibaba showing success in livestream conversions.
• Smart speakers and AR are enabling new forms of interactive shopping.

Spaces Brands Can Credibly Occupy

5. Get Ready to Play

• Esports is becoming a mainstream platform for advertising and brand engagement.
• Esports audiences are large and highly engaged, with Twitch seeing massive growth in streaming minutes.
• Mainstream brands are now sponsoring esports, including Gillette, Mastercard, and Coca Cola.
• Traditional sports are also moving into the esports space, with football clubs and Formula One exploring digital platforms.
• Brands must understand the culture and avoid inauthenticity to succeed in this space.

6. Back to Reality

• Brands are seeking a balance between digital performance and long-term brand building.
• Offline marketing is gaining traction, with brands like Mozilla and eBay shifting budgets towards real-world experiences.
• Direct-to-Consumer (DTC) brands are expanding into physical retail, becoming retail phenomena.
• Pop-up stores are used to create localized, immersive brand experiences.
• Multimedia integration is key, with experiences shared on social media driving brand impact.

7. Just Grow Up!

• Influencer marketing is maturing, with a focus on authentic engagement rather than just follower count.
• Measurement is becoming more sophisticated, with the introduction of social GRP in China.
• Influencers are increasingly collaborating with brands to create custom products and eCommerce integrations.
• Platforms like TikTok and Instagram are enabling direct sales through their eCommerce features.
• Brands like Adidas are allowing creators to sell products directly, increasing the potential for brand ROI.

Context and Catalysts for Change

8. Brands Take a Stand

• Brand activism is on the rise, with brands taking positions on social issues like racial injustice, bullying, and masculinity.
• Consumers are rewarding brands that align with their values, as seen with Nike's Dream Crazy campaign.
• Transparency is essential to avoid backlash, as 60% of consumers recognize brand activism as advertising.
• Authenticity and meaningful action are required to build trust and relevance.
• The role of brand purpose is growing, with 90% of consumers believing brands should engage with social issues.

Key Predictions

• The future of TV will involve convergence with online streaming and high-quality content.
• 5G will enable new forms of engagement, but will require significant adaptation.
• Podcasts will become a major advertising channel, offering high engagement and ROI.
• Shopvertising will continue to expand, especially in China and the US, with QR codes and AR playing a key role.
• Esports will become a mainstream marketing channel, with traditional sports also entering the space.
• Influencer marketing will move from PR to marketing, with measurable impact becoming the standard.
• Brand activism will be more than just a statement; it will require real-world action and transparency.

Conclusion

The 2020 media landscape is transformative, driven by technological advancements, consumer behavior shifts, and new platforms. Marketers must adapt, measure effectively, and engage authentically to thrive in this environment. As the report highlights, the intersection of media and consumer behavior will continue to evolve, offering both opportunities and challenges for brands and advertisers.