凯度-2021媒介趋势与预测报告（英文）-2020.12-28页_1mb

2021 Media Trends and Predictions Summary

Core Content Overview

This document outlines key media trends and predictions for 2021, highlighting the impact of the pandemic on consumer behavior, the evolving subscription video-on-demand (SVOD) model, the integration of media and e-commerce, and the importance of audience engagement across platforms. It also emphasizes the role of data and analytics in shaping future media strategies.

Main Themes

1. Media Pivot

• The media landscape is undergoing a significant transformation due to the pandemic.
• Consumer behavior has shifted rapidly, with a notable increase in digital media consumption.
• Brands and media companies are adapting to new realities, such as increased reliance on digital platforms and the need for agility in media planning and buying.

2. Media Performance

• Measurement and effectiveness of media investments are becoming more complex.
• The need for real-time, actionable insights is growing as the market becomes more dynamic.
• Data-driven approaches are essential for understanding audience behavior and optimizing media spend.

3. Media People

• Audience and data are at the center of media strategies.
• Understanding the audience's preferences, concerns, and engagement patterns is crucial for long-term success.
• The shift to digital-first communication has made it more important than ever to build meaningful relationships with consumers.

Key Trends and Predictions

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

• Consumer confidence has dropped, leading to a decrease in ad spend.
• In the US, ad revenue fell by 35% in April and May 2020 compared to 2019.
• The travel sector saw an 80% drop in ad spend during Q2 due to quarantine measures.
• Media owners are becoming more flexible, with examples like Channel 4 and ITV adjusting their ad booking policies.
• Marketers are expected to increase digital ad spend in 2021, while some consumer behaviors are returning to pre-pandemic norms.

2. The Boomerang Subscriber

• The SVOD model is under pressure due to consumer churn and platform saturation.
• Boomerang subscribers (those who switch or dip in and out of platforms) are increasing.
• In the US, direct platform switching rose from 5% to 12%, and dipping increased from 9% to 14%.
• Content aggregators and bundle deals are becoming more important for customer acquisition.
• Collaboration and integration across platforms will be key to long-term success in the SVOD space.

3. E-Commerce & Media: Friends or Frenemies?

• The pandemic accelerated e-commerce growth, with 50% of consumers preferring online shopping.
• Social media and community forums are playing a larger role in consumer research and purchasing decisions.
• In the US, 63% of shoppers who visited Amazon did so for product research.
• Live-streaming and social e-commerce are gaining traction, especially in China.
• Retail media is becoming a critical channel for brand awareness and consideration.

4. The Audience in the Stream

• Co-viewing (audiences watching together) is increasing, especially during lockdown.
• In Norway, linear co-viewing rose from 50% to 54%, and broadcaster player co-viewing from 57% to 68%.
• Netflix and YouTube saw increases in co-viewing on TV sets.
• Audience overlap across streaming platforms is significant, making it challenging for media owners to capture and retain viewers.

5. From Activism to Action

• Brand purpose is becoming a key differentiator.
• 49% of consumers consider a brand's responsibility when making purchasing decisions.
• Social and environmental activism is on the rise, with 43% of French consumers preferring brands involved in such causes.
• Social media is a powerful platform for brand activism, but actions must align with words to maintain credibility.
• Brands like Patagonia and Decathlon are seen as more authentic due to their real-world actions.

Key Insights and Recommendations

• Invest in digital media: As consumer habits shift, brands should focus on digital platforms to reach their audience effectively.
• Adapt to changing behaviors: Flexibility and agility in media planning are necessary to respond to evolving consumer preferences.
• Leverage data and analytics: Cross-platform and cross-media data will be crucial for understanding audience behavior and improving ROI.
• Embrace social e-commerce: Integrating social media with e-commerce can help brands engage and convert consumers more effectively.
• Prioritize brand purpose: Authentic engagement and responsible actions are vital for building trust and long-term consumer relationships.

Kantar's Role

• Kantar provides cross-media audience measurement and entertainment on demand services to help brands understand and engage with their audiences.
• The Reputation Intelligence platform offers insights into brand performance on social media.
• Context Lab and Audience Activation tools support the testing and optimization of media strategies.
• Collaboration with industry stakeholders is key to developing comprehensive and effective media solutions.

Conclusion

2021 is expected to be a year of continued transformation in the media industry. The pandemic has accelerated digital adoption, changed consumer behaviors, and highlighted the importance of agility and data in media planning. Brands must adapt to these changes, prioritize audience understanding, and align their strategies with evolving market dynamics to remain competitive and relevant.