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