Kantar_Millward_Brown-2018媒体与数字预测（英文）-20页-8mb

Media & Digital Predictions 2018 Summary

Core Content

2018 is predicted to be a pivotal year for marketers, marked by significant changes in communication strategies, media targeting technologies, and ROI measurement. The document outlines eight key trends that are expected to shape the media and digital landscape:

1. Advertisers will start with the story
   Marketers are shifting focus from traditional ad formats to content-driven storytelling. This approach is more engaging and emotionally resonant, especially for younger audiences like Millennials and Gen Z, who consume content in a fragmented, snackable, and shareable manner.

2. Branded entertainment takes centre stage
   Brands are increasingly using film and other immersive content to connect with audiences. This includes long-form films, documentaries, and even product placements. The challenge lies in proving the effectiveness of these non-traditional ad formats.

3. Voice will spur the adoption of smart devices
   Voice-activated assistants like Alexa are expected to drive consumer adoption of smart home devices. Marketers should focus on creating simple, user-friendly voice interactions that add value and avoid overstepping user control.

4. Accelerated growth of walled gardens
   Platforms like Google, Facebook, and Amazon are expected to dominate the advertising landscape due to data privacy regulations, audience targeting capabilities, and consumer trust. However, they must open up more to allow diverse advertising strategies.

5. Marketing evolves from algorithms to AI
   AI and machine learning are becoming more integrated into marketing, enabling smarter decision-making. The focus will shift from basic algorithmic targeting to more sophisticated, outcome-based AI applications. Marketers need to be cautious of "AI-washing" and ensure they are investing in real AI capabilities.

6. Measurement follows media “over-the-top”
   The rise of OTT platforms is changing how media is measured. Traditional methods like cookies are becoming obsolete, and new technologies such as automated content recognition and data sharing between platforms will enable more accurate cross-platform measurement.

7. Cross media is the $100 million dilemma
   Marketers are increasingly concerned with measuring the ROI of cross-channel campaigns. With the disappearance of cookies and the rise of mobile data silos, collaboration between brands, agencies, publishers, and researchers is essential to develop effective measurement systems.

8. Media ROI will be about the journey
   The concept of ROI is evolving from a short-term sales lift to a continuous process of improvement. Marketers need to focus on long-term brand outcomes and integrate creative and media strategies for sustained impact.

Main Points

• Storytelling is central to modern marketing, with content serving as a key vehicle for brand communication.
• Branded entertainment is gaining traction as a way to engage audiences in a more immersive and emotional manner.
• Voice technology is a catalyst for smart device adoption, but marketers must ensure it adds value to the user experience.
• Walled gardens (Google, Facebook, Amazon) are expected to grow in influence due to data regulations and audience targeting.
• AI and machine learning are transforming marketing, moving from algorithm-based decisions to more intelligent, outcome-driven approaches.
• OTT platforms are redefining media measurement, with a focus on scale and real-time data integration.
• Cross-media measurement remains a challenge, requiring collaboration and innovation to better understand ROI across channels.
• Media ROI is a journey, not a one-time event, emphasizing continuous improvement and integration of creative and media efforts.

Key Information

• Kantar Millward Brown is a leading global agency in advertising effectiveness and media strategy.
• Digital transformation is accelerating, with brands rethinking their media mix and measurement approaches.
• Consumer behavior is shifting towards OTT platforms and smart devices, prompting new strategies and technologies.
• Measurement frameworks are evolving to accommodate new data sources and formats, moving beyond traditional metrics.
• Collaboration between brand, agency, publisher, and research partners is essential for effective cross-channel ROI measurement.

Tips for Marketers

• Focus on story-driven content that aligns with brand values and resonates with audiences.
• Explore branded entertainment as a new medium for reaching consumers without relying solely on paid media.
• Leverage voice-activated technology but ensure it is user-centric and adds real value.
• Embrace walled gardens for their audience targeting capabilities, but push for greater transparency and accountability.
• Invest in AI and machine learning tools, but remain vigilant against overhyped solutions.
• Adapt to OTT measurement by integrating new data sources and understanding the impact of cross-platform engagement.
• Develop collaborative measurement systems to address the challenges of cross-media ROI.
• Shift focus from short-term metrics to long-term brand outcomes and continuous improvement.

Conclusion

2018 is a year of transformation for the media and digital industry, driven by technological advancements, evolving consumer behavior, and the need for more effective and integrated measurement. Marketers must adapt their strategies to focus on storytelling, immersive content, AI, and cross-platform measurement, while ensuring they maintain control and transparency in their approach to digital advertising.