What marketing experts and the media need to look out for in the coming year
The findings of Kantar’s global study, «Media Trends & Predictions 2020,» show that marketing experts and media outlets will need to develop new skills, engagement models, and measurement methods in the coming year to effectively reach consumers in today’s crowded media landscape.
The Kantar study provides an overview of twelve trends that will be of decisive relevance in the media and communication sectors in the coming year and will shape the media landscape.
5G is finally becoming a reality
The marketing industry will be one of the main beneficiaries of the 5G era. It offers greater opportunities to reach and engage with consumers. But at the same time, the use of 5G means a significant transformation for marketers.
The battle between the streaming platforms is heating up
New users are seeing how competition from streaming platforms continues to grow. However, an increasingly confusing market will lead to consumer subscription fatigue.
The volume is increased
Brands will find their own voice even more vociferously, ushering in a new era of audio advertising. Newer audio channels are geared towards bringing the mainstream to the fore.
Content meets commerce
Content and commerce will converge as store advertising evolves from shoppable social to shoppable TV and digital out-of-home. This will lead to a shortening of the closed marketing cycle.
Brands return to reality
Brands will balance their digital presence with more hands-on experiences, which means we could see a slowdown in the growth of digital advertising.
Brands take a stand
Brands will become more radical in 2020 as they take up the consumer initiative. But they need to make sure their media strategy is aligned with their values and purpose.
Influencer marketing is growing up and needs to measure what matters
Influencer marketing will mature as brands start to collaborate more and take measurement methods seriously in 2020.
E-sports will become mainstream in the next twelve months
As a result, e-sports will offer lucrative opportunities for the media and advertisers.
Turn around and face the change
The trend towards media in-house will continue. More and more brands are building their own teams of digital experts and pushing agencies and advertisers out of their traditional comfort zones into a new collaborative and exciting space.
Cookies disappear
Without cookies, many marketers could be left in the dark. Advertisers must now prepare for the new "mixed economy". Direct integrations between publishers and measurement partners enable true cross-publisher measurement for the first time.
Doing the right thing with data
In light of upcoming legislation, such as the California Consumer Privacy Act in January 2020, the ethics of data protection will come to the fore. Marketers will develop personalization initiatives that focus on people rather than technology.
Campaigns in 2020 struggle with crowds and disorder
Political advertising will cause excitement and disruption in 2020, especially in the US media landscape. Brands need to rethink their strategy during the campaign season.
Michael Maillinger, CEO of Media Division Germany, says: "2020 will be an exciting year for marketers. Marketers will need to improve their understanding of how different touchpoints work effectively for their brands - online and offline."
* Kantar is a data, insights and advisory services company that combines human behavior expertise with advanced technology to help leading companies and organizations succeed and grow.
