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UK Insights

Looking back at our 2014 predictions

Duncan Southgate

Global brand director, Digital

Digital 08.01.2015 / 16:30

Eye test

What did we get right? What surprised us?

Kantar's Millward Brown made a series of digital and media predictions for 2014, so what did we get right? And what surprised us?

Micro-video

What we got right: 2014 was a big year for micro-video. While we did see growth across a fragmented set of platforms, Vine, Instagram and Tumblr continued to dominate. Vine added 27 million new mobile app users (+ 23 percent) from December 2013 to May 2014; Instagram also grew 25 percent over the same period - and it started out with a larger base than Vine. The traffic on these platforms has remained mobile-focused: 97 percent of Instagram usage is mobile, and even though Vine has launched a desktop app, its traffic remains 99 percent mobile. And commercialization has begun: in October of 2014, Instagram launched paid video advertising on the platform - Disney, Activision, and Banana Republic were all early adopters.

What surprised us: We didn't expect micro-video to emerge as the most popular marketing approach in Millward Brown's 2014 AdReaction multiscreen research (ahead of other multiscreen tactics such as TV ads with hashtags)!

Wearable screens

What we got right: Wearable technology did start to break into the mainstream in 2014, but is still far from ubiquitous. Consumers have yet to embrace wearable devices in large numbers, but they are interested.

What surprised us: We hadn't anticipated that Apple's marketing focus would be mainly about the watch as a piece of jewelry - or that the very wide range of models would include a gold watch likely to retail for well over $1,000 USD!

Social TV
  
What we got right: Consumers are spending a lot of time in front of the TV with digital and mobile devices (our 2014 AdReaction multiscreen study suggested 35 percent of all screen time is simultaneous use of TV and another digital device). Social media is one of the main ways people are interacting with TV content, and TV content is a staple of social media conversations (a Kantar Media study analyzing a year's worth of UK Twitter data analysis showed 40 percent of all UK Twitter traffic at peak time is related to TV). Twitter and Kantar launched the Kantar Twitter TV ratings in 2014 and Facebook also made strides in building a closer relationship with TV.

What surprised us: At this point it surprises us that not all advertisers are coordinating their TV and social media activity. According to Advertising Age, still only 65 percent of US TV advertisers have used social media advertising in conjunction with TV (although a further 13 percent plan to in the near future).

You can read a longer article where we review on 2014 predictions in more detail on the Millward Brown website. We will shortly be sharing our predictions of the most significant 2015 digital and media trends. Join the debate on Twitter with the hashtag: #gettingmediaright

Source : Kantar Millward Brown

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