1.
Advanced Analytics and Artificial Intelligence (AI) will resolve the integrated
online/offline return on marketing investment dilemma.
2.
Voice technology will break through in creative planning and the marketing mix.
3.
Chinese leadership in social media and social media analytics will be
‘fast-followed’ by the west.
4.
The emergence of the ‘branded experience network’ will transform media
management in to ‘internet of everything’ management.
5.
Brands will start to take the portrayal of women in advertising seriously.
6.
Amazon will emerge from the advertising world ‘shadows’ to make the duopoly an
triopoly.
7.
Vertical video will lead the way in creativity.
8.
The big screen will make a comeback, bigger and better than before.
9.
Attitudinal insights combined with predictive modelling will make programmatic
buying more agile and accurate.
10.
Influence marketing strategies will pivot to prioritize credibility ahead of
reach.
11.
GDPR compliance will drive more sophistication in brand data strategies.
12.
Augmented Reality (AR) will start to shape both the consumer journey and
customer experience.
“Constant
innovation and change in the media landscape continues, but I think the speed
of adoption of technologies like artificial intelligence will be surprising.
Connected intelligence in all its forms will start to dominate the narrative,
as well as new opportunities like voice,” said Eric Salama, CEO, Kantar. “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.”
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