As technology continues to redefine media landscape also expected even in year 2020, latest research report predicts that marketers and media owners will be challenged to develop the skills, engagement models and measurement capabilities to meaningfully engage consumers in the crowded media landscape.
Kantar’s global 2020 latest Media trends and predictions report said as Ad spends on social and tech platforms continues to grow; technology innovations will also enable a rebirth in real-world engagement.
Kantar further predicts there will be a digital paradox; while new and evolving media channels will create opportunities, the deluge of digital touchpoints will make it more difficult to connect with consumers.
Marketers will also need to navigate the ‘data dilemma,’ meeting consumer demand for relevant, personalised content, without breaching trust and privacy.
The report said “2020 will be an exciting year for marketers. “Increased advertising and content possibilities, along with the data generated, create a plethora of opportunities for marketers and media owners”.
With new opportunities though come new challenges. “Emerging foundational technologies could transform media usage, and other industry shifts, such as the demise of third-party cookies, will force marketers to evolve how they measure audiences across screens and wider campaign effectiveness.
“Other channels, like influencer marketing and the newer audio channels, will face a make-or-break moment; their credibility could be at risk unless they evolve and live up to their promise. Marketers will need to improve their understanding of how different touchpoints effectively work for their brands – online and off” said Jane Ostler, Global Head of Media Effectiveness, Kantar in the report.
Kantar’s 2020 Media Trends and Predictions fall into three major themes: The technology trends transforming the media landscape; the spaces that brands can credibly occupy; and the context and catalysts for change.
Under technology trends, it predicts that 5G will get real and the marketing industry will be one of the key beneficiaries of the 5G era, enabling far greater capabilities to reach and engage with consumers but taking advantage of the 5G opportunity will require a significant transformation from marketers.
“New players will see the battle of the streaming platforms heat up, but an increasingly cluttered market will drive subscription fatigue among consumers”.
Looking at spaces that brands can credibly occupy, the reports said brands will balance their digital presence with more real-world experiences, meaning “we could see a slowdown in the pace of digital advertising growth.
“Taking the lead from consumers, brands will become more radical in 2020. But they need to ensure their media strategy is aligned with their values and purpose and influencer marketing must measure what matters, this means influencer marketing will mature as brands start to collaborate more deeply and take measurement more seriously in 2020”.
Daniel Obi
