New Report: Connected Intelligence, AI and Voice will transform the media landscape in 2019
Connected intelligence will drive media in 2019 according to the new global prediction report released today by Kantar.
“Connected intelligence in all its forms will start to dominate the narrative, as well as new opportunities like voice”, says Kantar’s Global CEO Eric Salama.
“How we measure media and its effectiveness is evolving quickly, and the industry needs to work together so our clients can understand the impact of their investments. There has never been a more exciting time in marketing.”
From exploring advances from augmented reality to gender portrayal and vertical video, Kantar, the world’s leading marketing insights and consulting company, predicts 12 major trends shaping the media landscape for brand owners, agencies and media platforms in 2019.
- Advanced Analytics and Artificial Intelligence (AI) will resolve the integrated online/offline return on marketing investment dilemma
- Voice technology will breakthrough in creative planning and the marketing mix
- Chinese leadership in social media and social media analytics will be ‘fast-followed’ by the West
- The emergence of the ‘branded experience network’ will transform media management in to ‘internet of everything’ management
- Brands will start to take the portrayal of women in advertising seriously
- Amazon will emerge from the advertising world ‘shadows’ to make the duopoly a triopoly.
- Vertical video will lead the way in creativity
- The big screen will make a comeback, bigger and better than before
- Attitudinal insights combined with predictive modelling will make programmatic buying more agile and accurate
- Influencer marketing strategies will pivot to prioritise credibility ahead of reach
- GDPR compliance will drive more sophistication in brand data strategies
- Augmented Reality (AR) will start to shape both the consumer journey and customer experience
“Constant innovation and change in the media landscape continue; but I think the speed of adoption of technologies like artificial intelligence will be surprising,” adds Salama.
Contributor Mark Henning, Head of Media and Digital for Kantar in Australia says in particular, targeting with purpose will be key to building strong brands in 2019.
“Brands will embrace more sophisticated data sources for smarter targeting, combined with digital creativity; while trust and privacy will be an even bigger challenge in media, especially in Australia.