Kantar_Millward_Brown-2018媒体与数字预测（英文）-20页.pdf

报告吧www. baogaoba. xyz 收集 www. baogaoba. xyz 独家收集 不断更新MEDIA & DIGITAL PREDICTIONS 2018报告吧www. baogaoba. xyz 收集 www. baogaoba. xyz 独家收集 不断更新© Kantar Millward Brown201 Advertisers will start with the story04 We will see accelerated growth of walled gardens07 Cross media is the $100 million dilemma02 Branded entertainment takes centre stage05 Marketing will evolve from algorithms to AI08 Media ROI will be about the journey03 Voice will spur the adoption of smart devices06 Measurement follows media “over-the-top”Table of Contents报告吧www. baogaoba. xyz 收集 www. baogaoba. xyz 独家收集 不断更新© Kantar Millward Brown3Introduction2018 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.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 video and will usher in new TV and cross-platform media measurement opportunities.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.01ADVERTISERS WILL STARTWITH THE STORY© Kantar Millward Brown4© Kantar Millward Brown5Marketers will stop approaching the world from a perspective of ad executions or campaigns and instead find new and inspirational ways to tell their brand story with content. This content will be digitally led, and often long form but created in a way that sparks a multitude of creative assets that can be customised to Facebook, Snapchat, Instagram, etc. and that allows a fragmented audience to decide what they “let in”, share and reject.For Millennials and Gen Z, the digital ecosystem is becoming an environment where cohesive brand stories are being told. It is unlike anything that older generations who watch TV and read magazines have seen before in that it is synchronised, sequenced, snackable and sharable. So why brand stories?According to analysis of Kantar Millward Brown’s Link® database, content that tells stories is proven to achieve better results. Kantar Millward Brown’s analysis found that videos that told a story, versus those with no story, vastly outperformed in terms of expressiveness (the ability of the ad to elicit an emotional response as measured by facial coding) and their ability to elicit the active involvement of the viewer.The findings of the Link meta-analysis are bolstered by neuroscience. According to research by Dr. Paul Zak, a professor and researcher at Claremont Graduate University, character driven narratives, with the requisite narrative arc, shot on video, can cause the brain to produce oxytocin, the neurochemical also responsible for bonding, kindness and empathy. This emotional response to a well-crafted narrative is then encoded into long-term memory via association.The potential of content and leveraging it for the purposes of storytelling often gets lost in the quagmire of defining what it is - sponsored content, native content, branded content, user generated, Facebook feeds, etc. - when at its core it is about finding a way to make people care about the brand.Great storytelling is not a vanity exercise; it must be harnessed for the purpose of the brand. “Branding” in a world of content is different. It is subtle and it can even be stealth. Since content is about telling stories that people want to receive and potentially share, the brand does not have to shout to be heard. Instead, it can be the bearer of this great gift of content.In 2018, advertisers will start with the story and from there have great content to fit to the format.Ann Green Managing Partner, Creative Development Practice Kantar Millward Brown Tips for Marketers Great content development requires a different approach. We need to walk away from legacy decision making and outdated TV-led processes. Content can be king if you invest in the story and then adapt.Content offers a new approach to storytelling. It transcends the concept of having a big idea as in its longest form, it can serve as a North Star articulation for everythingthe brand says, does and importantly, believes. © Kantar Millward Brown602BRANDED ENTERTAINMENTTAKES CENTRE STAGE© Kantar Millward Brown7As audiences become more ad averse, marketers are finding new ways to commun...