2018 is poised to be another busy year for marketers, complete with continued evolutions in communication approaches, media targeting technology, and ROI measurement.
How brands communicate with people will continue to evolve rapidly away from just standard paid media. Brands will embrace new storytelling opportunities, look to entertain in innovative ways, and even start experimenting with voice-activated marketing, but this will also raise new measurement challenges.
More brands will start to use film to communicate their messages in an entertaining way, distributed through a proliferating array of channels.
Media targeting continues to advance, thanks to improved validation of audiences within walled gardens and the development of new machine learning technology that enables smart outcome-based decisions. “Over-the-top”(OTT) streaming content platforms will also enable brands to target customers where they’re increasingly watching the video and will usher in new TV and cross-platform media measurement opportunities.
To date, few households have invested in a connected device. But the advent of voice control may lead to widespread consumer adoption, provided manufacturers can bridge the divide between devices.
Following a year where many brands were questioning and rethinking digital investment, 2018 will see more focus on an integrated view of the overall mix, including digital. At the same time, measurement and optimisation approaches will be modified so that ROI becomes more of a journey and less of a destination.
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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. The company helps clients grow great brands through comprehensive research-based qualitative and quantitative solutions. Kantar Millward Brown operates in more than 60 countries and is part of WPP’s Kantar group, one of the world’s leading data, insight, and consultancy companies.
