Kantar Millward Brown identified a total of six trends for 2017 as part of the study:1. higher, faster, further, Gen ZBorn between 1997 and 2011, they represent 27% of the world's population, are humble, hardworking, community-oriented and place a high value on authenticity and transparency. Brands must provide these young consumers with deep insights into their own world, reveal their history or provide details about production in order to show that they meet these expectations. Communication will increasingly take place via owned media channels, supplemented by sponsored content and new formats such as virtual and augmented reality. Post-millennials are active and want to participate. Marketing decision-makers will therefore have to devote more resources in future and invest further in digital platforms in order to encourage consumers to help shape the brand experience.2. quality instead of quantity: brand experience moves to the center of the consumer journeyThe consumer journey - the path taken by consumers across various touchpoints until they make a purchase decision - has recently changed significantly. The higher the level of consumer connectivity, the greater the challenge for brands to create a consistent brand image across all channels.3. content marketing with innovations Content marketing will continue its rapid growth in 2017. Companies will use the new opportunities offered by mobile devices in particular to provide consumers with content that is both useful and entertaining. New technologies such as 360° videos, artificial intelligence or augmented and virtual reality will play a major role. The focus will also be on measuring the effectiveness of these formats. In addition to consistent, cross-platform brand management, another challenge for advertisers will be adapting to different end devices.4. programmatic targeting will take brand affinity and behavior into accountGood programmatic advertising allows advertisers to reach the target groups that can be influenced the most - in terms of their attitudes and behavior. Done badly, programmatic buying is simply perceived as disruptive and can even damage a brand. In 2017, companies will increasingly understand that a focus on post-purchase targeting prevents them from influencing consumers at the decision-making stage.5. online advertising strikes back against ad blockersOnline advertising is not liked, which is also due to annoying formats. The IAB with its "lean advertising principles" and associations such as the "Coalition for Better Ads" are fighting for formats with higher acceptance than, for example, pop-ups and countdowns - the least liked forms of online advertising. In the meantime, the back and forth between ad blockers and the advertising industry will continue. Ad content, relevance, context and lower re-targeting frequencies are ways to reduce the proliferation of ad blockers.5. interaction of the media: synergy is more than the sum of the individual channelsIn the coming year, advertisers will make even greater use of multimedia campaigns to reach their target groups. Synergy effects will become more important than each individual media channel and than the sum of the contribution of all channels together. Successful implementation not only requires a "big idea" for the interaction of media channels, the brand message must also be adapted to the respective channels, but should convey a consistent image across all media. The individual characteristics of the different channels make it possible to establish different types of relationships with consumers and meet their expectations at different times and occasions. However, to take advantage of synergies, companies must ensure that each channel plays its own role in the media mix to achieve the desired reach and frequency."In 2017, advertisers must learn very quickly to internalize the expectations and behaviour of Generation Z. Brands can position themselves successfully with coherent and transparent brand management, a consistent consumer journey and creative, emotional digital content", says Dr. Büchner.
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Kantar Millward Brown identified a total of six trends for 2017 as part of the study:1. higher, faster, further, Gen ZBorn between 1997 and 2011, they represent 27% of the world's population, are humble, hardworking, community-oriented and place a high value on authenticity and transparency. Brands must provide these young consumers with deep insights into their own world, reveal their history or provide details about production in order to show that they meet these expectations. Communication will increasingly take place via owned media channels, supplemented by sponsored content and new formats such as virtual and augmented reality. Post-millennials are active and want to participate. Marketing decision-makers will therefore have to devote more resources in future and invest further in digital platforms in order to encourage consumers to help shape the brand experience.2. quality instead of quantity: brand experience moves to the center of the consumer journeyThe consumer journey - the path taken by consumers across various touchpoints until they make a purchase decision - has recently changed significantly. The higher the level of consumer connectivity, the greater the challenge for brands to create a consistent brand image across all channels.3. content marketing with innovations Content marketing will continue its rapid growth in 2017. Companies will use the new opportunities offered by mobile devices in particular to provide consumers with content that is both useful and entertaining. New technologies such as 360° videos, artificial intelligence or augmented and virtual reality will play a major role. The focus will also be on measuring the effectiveness of these formats. In addition to consistent, cross-platform brand management, another challenge for advertisers will be adapting to different end devices.4. programmatic targeting will take brand affinity and behavior into accountGood programmatic advertising allows advertisers to reach the target groups that can be influenced the most - in terms of their attitudes and behavior. Done badly, programmatic buying is simply perceived as disruptive and can even damage a brand. In 2017, companies will increasingly understand that a focus on post-purchase targeting prevents them from influencing consumers at the decision-making stage.5. online advertising strikes back against ad blockersOnline advertising is not liked, which is also due to annoying formats. The IAB with its "lean advertising principles" and associations such as the "Coalition for Better Ads" are fighting for formats with higher acceptance than, for example, pop-ups and countdowns - the least liked forms of online advertising. In the meantime, the back and forth between ad blockers and the advertising industry will continue. Ad content, relevance, context and lower re-targeting frequencies are ways to reduce the proliferation of ad blockers.5. interaction of the media: synergy is more than the sum of the individual channelsIn the coming year, advertisers will make even greater use of multimedia campaigns to reach their target groups. Synergy effects will become more important than each individual media channel and than the sum of the contribution of all channels together. Successful implementation not only requires a "big idea" for the interaction of media channels, the brand message must also be adapted to the respective channels, but should convey a consistent image across all media. The individual characteristics of the different channels make it possible to establish different types of relationships with consumers and meet their expectations at different times and occasions. However, to take advantage of synergies, companies must ensure that each channel plays its own role in the media mix to achieve the desired reach and frequency."In 2017, advertisers must learn very quickly to internalize the expectations and behaviour of Generation Z. Brands can position themselves successfully with coherent and transparent brand management, a consistent consumer journey and creative, emotional digital content", says Dr. Büchner. 
