Kantar_Millward_Brown-2018媒体与数字预测（英文）-20页_8mb

2018 Media & Digital Predictions Summary

Core Content

2018 is expected to be a pivotal year for marketers, marked by significant shifts in communication strategies, media targeting technologies, and ROI measurement approaches. The digital landscape is evolving rapidly, with brands moving away from traditional paid media toward more integrated and immersive methods of storytelling and engagement.

Main Predictions

1. Advertisers will start with the story

   • Content will become the central element in brand communication, transcending traditional ad formats.
   • Storytelling will be used to create emotional engagement and foster brand loyalty.
   • Brands will leverage long-form content that can be adapted into various digital formats, such as social media and video platforms.
   • This approach is particularly effective with younger audiences (Millennials and Gen Z), who prefer cohesive, shareable, and immersive brand narratives.

2. Branded entertainment takes centre stage

   • Brands will increasingly use film and other entertainment formats to convey their message.
   • These formats can be long-form or short-form, including documentaries, fiction, and native content.
   • Examples like The Lego Movie and Compton Cowboys demonstrate the growing trend.
   • The challenge lies in proving the effectiveness of these non-traditional forms of advertising through measurable outcomes.

3. Voice will spur the adoption of smart devices

   • Voice-activated systems, such as Alexa and Google Home, are expected to drive consumer adoption of smart devices.
   • Brands must ensure that voice-based interactions are simple, valuable, and non-intrusive.
   • There is a growing acceptance of advertising integrated with voice assistants, but marketers must respect user control over brand engagement.

4. Accelerated growth of walled gardens

   • Walled gardens (e.g., Google, Facebook, Amazon) will continue to dominate ad spending.
   • Regulatory changes like GDPR and Apple’s Safari 11 are expected to increase the power of these platforms.
   • These platforms offer more precise audience data and validation, which is crucial for targeted advertising.
   • Smaller publishers may struggle without access to such data, while larger ones will benefit from the increased demand for validated audiences.

5. Marketing will evolve from algorithms to AI

   • AI is set to transform marketing by enabling smarter, data-driven decisions.
   • Machine learning will be used to custom-tune campaigns based on unstructured data, moving beyond generic algorithms.
   • New AI technologies such as natural language processing, computer vision, and chatbots will start to be applied in marketing.
   • The challenge is distinguishing between genuine AI applications and "AI-washing" (companies falsely claiming AI capabilities).
   • Privacy concerns will remain a key issue as AI systems process consumer data.

6. Measurement follows media "over-the-top"

   • OTT platforms are changing how advertising is measured, with a focus on cross-platform and real-time data.
   • Traditional methods like cookies and panel-based ratings are becoming less relevant.
   • The industry is moving toward scalable, integrated measurement systems that track consumer behavior across all screens and touchpoints.
   • Collaboration between brands, agencies, and publishers is essential to develop effective measurement solutions.

7. Cross media is the $100 million dilemma

   • Brands are rethinking their digital investments and how they contribute to overall media effectiveness.
   • Measuring cross-channel ROI is a major challenge, especially as mobile advertising grows and cookie tracking declines.
   • Marketers need to focus on holistic measurement strategies that combine online and offline data.
   • The industry must address this challenge to avoid cutting digital budgets unnecessarily.

8. Media ROI will be about the journey

   • ROI is not a one-time event but a continuous process.
   • Marketers should focus on iterative improvements through content and media integration.
   • The goal is to achieve sustainable, measurable outcomes that reflect long-term brand impact.
   • Collaboration and data sharing among industry players will be critical to developing accurate measurement systems.

Key Takeaways

• Storytelling and content will be at the heart of brand communication, especially for younger audiences.
• Branded entertainment is becoming a powerful tool for engagement, with challenges in proving its effectiveness.
• Voice technology is a key driver for smart device adoption, but brands must balance innovation with user privacy.
• Walled gardens are growing in influence due to data control, regulatory changes, and consumer trust.
• AI and machine learning are transforming marketing by enabling smarter, more personalized ad strategies.
• OTT platforms are reshaping media measurement, with a need for more integrated and scalable data solutions.
• Cross-media measurement remains a critical challenge, requiring collaboration and innovation.
• Media ROI is evolving into a continuous journey, emphasizing long-term brand outcomes and strategic integration.

Tips for Marketers

• Focus on storytelling and content that aligns with brand values and audience interests.
• Explore branded entertainment as a new way to engage consumers without relying on paid media.
• Leverage voice technology thoughtfully, ensuring it adds value and respects user control.
• Embrace walled gardens for validated audiences, but demand greater accountability and transparency.
• Invest in machine learning tools and be cautious of AI-washing.
• Move beyond short-term metrics to understand the long-term impact of cross-platform campaigns.
• Collaborate across departments and platforms to develop effective measurement solutions.
• Prioritize real, sustainable ROI through integrated content and media strategies.

Key Contributors

• Ann Green – Managing Partner, Creative Development Practice, Kantar Millward Brown
• Jane Ostler – Managing Director, Media & Digital, Kantar Millward Brown
• Nigel Hollis – Chief Global Analyst, Kantar Millward Brown
• Marc Ryan – Chief Product & Innovation Officer, Kantar Millward Brown
• Corey Jeffery – SVP, Media & Digital Product Leadership, Kantar Millward Brown
• Pablo Gomez – Media & Digital Director, Kantar Millward Brown
• Stephen DiMarco – President, Media & Digital, Kantar Millward Brown

About Kantar Millward Brown

Kantar Millward Brown is a leading global advisory agency specializing in advertising effectiveness, strategic communication, media and digital, and brand equity research. It operates in over 60 countries and is part of the Kantar group within WPP, one of the world's leading data, insight, and consultancy companies.