MUMBAI: Many online-first and disruptor brands will be investing in offline modes of advertising, as they seek to “redress the balance between short-term performance marketing and long-term brand building,” reveals the latest Media Predictions 2020 report, released by Kantar. Not just this, multimedia advertisers will make efforts to better integrate their marketing efforts with offline experiences.
In the report, Kantar expert Duncan Southgate writes, “This rebalancing will take many forms across the marketing landscape, so let’s consider a few different perspectives. For online players this will mean more attempts to bring their brands to life in the real world and build closer connections with consumers.”
Southgate shares the examples of Mozilla, owner of Firefox browser, which had recently reduced digital marketing spend by 10 per cent and shifted more dollars to offline marketing efforts including events and content marketing.
“Brands like eBay are rebalancing their media spend in favour of brand-building traditional channels. This makes sense, as we know from our CrossMedia database that digital media spend is far less likely to be cost-effective for brands where digital exceeds over half of the budget.”
With the trend to getting back to reality taking shape in 2020, it is expected that a slowdown in the global digital advertising growth. However, with 31 percent of the marketers struggling to integrate their media and non-media touchpoints, it will be important for them to break down down the silos to achieve the desired growth.
Other important trends highlighted in the report included an upsurge in ‘voice search’ thus heralding a new age of audio advertising.
“We expect podcasts to be one of the fastest growing channels for ad spend: according to our Getting Media Right 2019 study, 63% of marketers say they plan to increase spend in podcast advertising over the next 12 months,” writes Kantar North America’s Heather O’Shea.
Another trend shaping up in the year, with many browsers disabling cookies that were a prime source of data collection for digital advertisers, and countries taking stand for data privacy, would be an influx of direct integrations between publishers and measurement partners, which will enable true cross-publisher measurement for the first time.
“What is certain is that campaign measurement will become ever more complex. Marketers will need to future-proof their measurement frameworks and reduce their reliance on cookies for tracking. And many will turn to third-party measurement providers like Kantar to help them navigate the evolving media landscape,” shares Jane Ostler.
Campaign measurements will surely get tougher during the year, therefore prompting the marketers to seek for new and innovative ways to keep a tab of their ROI.
