2019 Media Predictions for AI, Voice and more

Connected intelligence is leading the way in transforming media, and we asked some of our global experts across Kantar to create 12 lively predictions for 2019. They are intended to be useful and practical, not grand airy-fairy concepts. We want to help marketers and agencies tackle their media and effectiveness challenges head on.

The Simple Complexity of Social Feeds

Thanks to social media, hundreds of millions of individuals are liking, commenting on, and sharing content throughout the course their day. However, as last year’s Fullscreen report “Understanding Multigenerational Youth Audiences” revealed, gen Zers admit to spending “way too much time” with social media or that “it was a problem.” Even a recent survey by Pew Research found that more than half of young people say they would “have a hard time” giving up social media.

2018 Total Market Markers + Milestones [REPORT]

ThinkNow released its ThinkNow Snapshot: 2018 Total Market Markers + Milestones, identifying the top trends that shaped multicultural research. Milestones range from shaky consumer sentiment to the proliferation of mobile shopping and from the rise of stream-ing services to the new multicultural mainstream consumer.

Why Local TV Could Be Essential for Your Brand

What if there was a proven, brand-safe video ad format that’s equally effective for targeting unique consumers and regions, or blanketing the whole country with a campaign? A medium that offers loyal, engaged audiences at competitive CPMs and the power of sight, sound, motion, and narrative?  What if marketers found out that their agencies won’t even consider it for campaigns because they can’t buy it at their preferred profit margin?

Record Advertising Growth in 2018: +7.2%

Latest MAGNA Report Reveals the Ad Industry is Experiencing its Strongest Growth Since 2010. Ad Sales are Driven by Robust Economic Growth in the US and BRICs, and $6 billion of Cyclical Spend. Digital Ad Sales (+17%) Reach 50% of Total Ad Sales in the US in 2018, and Globally by 2019.

2019 AD FORECAST: $19 BILLION IN NEW INVESTMENT, 3.6% GROWTH

GroupM, WPP’s media investment group, updated its 2018 and 2019 ad investment forecasts. GroupM slightly downgraded 2018 growth expectations from 4.5% to 4.3%. 2019 growth projections are also whittled from 3.9% to 3.6%, with total new investment anticipated to reach $19B instead of the $23B earlier predicted.

Media Pitch Practices – Shortcomings of Current Pitch Process [REPORT]

A new study, released by ID Comms in partnership with the 4A’s, reveals that US advertisers are likely failing to get the best responses from potential media agency partners due to a failure of brands sufficiently defining what they are looking for, and refusing to share details around the selection process.

Hispanic female leaders in the digital content monetization industry

How to overcome five critical challenges of activating brand purpose

By now, most marketers are aware of the importance of having a brand purpose — a clearly defined reason for a brand’s existence that goes beyond sales and profits, has a distinct societal benefit, and, at least in theory, provides a framework for every strategic business decision. Being purposeful has enabled brands like TOMS Shoes, Nike, Patagonia, Airbnb, and other leading brands to gain a market advantage — and oodles of positive buzz — in a business era defined by the collision of social media and social consciousness.

Media Buying

Increasingly, brands are opting to buy digital media through programmatic means, and the sharp uptick in adoption of this model is causing disruption among brands and agencies alike.

Ad Market: Updating 2018 Forecast To +6.5% Underlying Growth

BOTTOM LINE: We are refining expectations for US advertising growth. We now call for +6.5% underlying expansion this year vs. our previously published +4.8% forecast. Our new 2019 forecast now calls for +4.0% growth, higher vs. our prior expectation.

BrandZ Top US Brands [REPORT]

As consumers engage with brands in more and more places, customer experience is now just as important as perceptions of innovation for growing your brand. Those brands delivering on and exceeding consumer’s expectations have grown their brand value 200% more than those that haven’t!

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