PowerPoint · PDF fileBrands will step up efforts to reach the emerging Gen Z consumer ... develop immersive formats and stronger visual imagery. 3.16cm 4.75cm ... PowerPoint Presentation

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Left Margin Right Margin

Galvanised by fear, the online

advertising industry will more

aggressively respond to ad blockers

Brand experience takes centre stage Content marketing: a new wave of

experimentation

Brands will re-think their digital presence

to emphasise co-creation, authenticity

and transparency essential for

connecting with Generation Z

Media synergies will become more

important than any single channel and

the collective weight of all channels

The future of programmatic targeting will

balance brand and behaviour to identify

the most receptive audiences

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Brands will re-think their digital presence to emphasise co-creation, authenticity and transparency essential for connecting with Generation Z

Brands will step up efforts to reach the emerging Gen Z consumer

segment in 2017. Smart marketers know Gen Z presents an

opportunity to transform their brand’s meaning and salience in

digital.

#GettingMediaRight implication

Marketers should invest in digital platforms to offer Gen Z consumers

opportunities to interact and co-create. Transparency and imagination will

be important as well as experimentation with augmented reality and virtual

reality marketing to reach this highly imaginative and visual audience.

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Brand experience takes centre stage

Today’s connected world makes it too easy for brands to annoy

customers with an inconsistent experience. In 2017, successful

brand stories will be built on delivering a consistent experience

across touchpoints, and less on the number of touchpoints used.


In the coming year, brands will need to focus on tone of voice; delivering a

consistent experience, and identifying key touchpoints that will have the

most impact and influence to deliver the best ROI.

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Content marketing: a new wave of experimentation

Content marketing in 2017 will continue to gain traction at a fast

pace. New creative and media possibilities, particularly on mobile,

will drive innovation and experimentation in both content and

formats as marketers look to provide consumers with content that

is useful, entertaining, or both.


Marketers will have to put away some money for experimentation with and

creation of new content that will appeal to the imagination. Technologies like

360 Video, Augmented Reality (AR) and Virtual Reality (VR) will be used to

develop immersive formats and stronger visual imagery.

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The future of programmatic targeting will balance brand and behaviour to identify the most receptive audiences

Today’s complex online media ecosystem will force advertisers and

their media agencies to adopt more sophisticated, blended

targeting approaches in 2017. The focus will be on driving brand

effectiveness with critical behavioral and demographic

components.


In markets where the right data platforms exist, marketers should explore

how to integrate brand affinity data into their media buying, beyond just

behavior.

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Galvanised by fear, the online advertising industry will more aggressively respond to ad blockers

In 2017, the online ad industry will turn a corner by adopting better

ad formats and proactively persuading audiences not to block ads..


Ad blocking is now everyone’s problem to solve. Advertisers need to create

more compelling content which will be relevant in the contexts where it is

placed. Publishers need to reduce advertising clutter, and focus on polite,

user-responsive formats. Media agencies need to improve targeting, using

more frequency capping and retargeting judiciously to reduce irritation.

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Media synergies will become more important than any single channel and the collective weight of all channels

The growing significance of media synergies in 2017 offers

advertisers and agencies the opportunity to leverage its power to

maximise brand and sales impact.


Marketers should adapt the message to the medium whilst maintaining a

common creative theme. It’s also important that every medium has a

specific role to play within the broader media mix to best drive synergies.

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Implications for marketers

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Key challenges for marketers to focus on in 2017

• Keep Generation Z top of mind

• Focus on creating better connected consumer journeys

that are less intrusive

• There is a need to focus on creative content that

appeals to the imagination and emotions

• Co-creation and transparency for shared brand

experiences

• Balance media targeting and intrusion

• More media synergies

• Positive action to deter ad blocking

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For more information, visit

www.millwardbrown.com/digitalpredictions

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For more information, visit www.millwardbrown.com/DigitalPredictions

http://www.millwardbrown.com/DigitalPredictions

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The media and digital predictions bring together the latest thinking of Kantar Millward Brown

digital & media experts from around the world.

Joline McGoldrick is Vice President of

Insights and Product Marketing for the Media

and Digital Practice of Kantar Millward Brown.

Brands will re-think their digital presence to emphasise co-creation, authenticity and transparency essential for connecting with Generation Z

Michael Nicholas leads the Global

Connected Solutions team at Kantar TNS,

where he advises clients on digital and

integrated marketing activities. Michael also

leads Connected Life, the world’s largest

annual study about how connectivity is

shaping customer behaviour in 57 countries.

Brand experience takes centre stage

Jane Ostler is Sector Managing Director,

Media & Digital at Kantar Millward Brown

where she leads the UK team working on

digital evaluation with publishers, agencies

and advertisers.

Content marketing: a new wave of experimentation

Andy Gallagher, Vice President, Targeting &

Media at Kantar Millward Brown works with

leading global advertising agencies, media

companies, and adtech firms to help them

target and measure their digital and TV

audiences, and measure ROI.

The future of digital targeting will balance brand and behaviour to identify the most receptive audiences

Duncan Southgate is Global Brand Director

for Media & Digital at Kantar Millward Brown.

He has over twenty years of brand,

communications & media research

experience.

Galvanised by fear, the online advertising industry will more aggressively respond to ad blockers

Straford Rodrigues, Media & Digital

Director, APAC at Kantar Millward Brown is a

leading expert in media, digital marketing, and

media effectiveness analysis.

Media synergies will become more important than any single channel and the collective weight of all channels

PowerPoint · PDF fileBrands will step up efforts to reach the emerging Gen Z consumer ... develop immersive formats and stronger visual imagery. 3.16cm 4.75cm ... PowerPoint Presentation

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