Every year, experts from Kantar company, Millward Brown, look at
the hottest digital and media trends and provide recommendations to
help advertisers move confidently into the next year. Here are 10
of Millward Brown's predictions for 2015:
1. Second screen syncing brings greater multiscreen
Second screen syncing is planning your media so that within
seconds of your TV ad airing, a complementary ad appears on
consumers' digital screens. 2015 will see new second screen sync
technologies offer great potential to amplify your own TV spend… or
to hijack that of competitors!
2. Breaking down social and mobile silos
2015 will see the start of a transformation from 'walled garden'
marketing and measurement toward cross-device, cross-platform, and
cross-media approaches that evidence the full impact of social and
mobile platforms on brand equity, consumer behavior, and sales.
3. Not just big - intelligent
In 2015, marketing will experience a mind shift in focus from
'big' data to streamlined 'intelligent' data.
4. Paid advertising propels micro-video into the mainstream
Brands spent much of 2014 working to find a place on social
micro-video platforms like Vine and Instagram. Their efforts so far
have been earned media, as consumers rewarded their creativity with
likes and shares, but there is now some movement into paid
placements. Micro-video platforms will become more important as an
ad channel in 2015, but brands will need to tread carefully to
avoid consumer backlash for invading their personal space.
5. Digital advertising at 21: marketers get savvier about
In digital advertising's 21st year, multiscreen marketing across
TVs, laptops/PCs, smartphones, and tablets will finally become more
unified. People's relationships with all of the screens in their
lives (and most folk have at least three) are not fragmented at
all-they're integrated. In 2014 audiences figured out how to
harmonize their various screens, and in 2015 marketers will catch
6. Programmatic increasingly contemplates brand
Programmatic advertising, which relies on algorithms to
determine in real-time whether or not to engage a consumer, is a
staggering innovation. However, those algorithms often rely on
limited digital touchpoints, which ultimately overweight the
importance of direct-response metrics and KPIs. Brands are becoming
aware of this overweighting, and in the next year, they will
increasingly demand that these programmatic algorithms also
consider softer measures of brand health.
7. Programmatic gets creative
In 2015, creative agencies will increasingly partner with
developers or build up their own advanced programming capabilities
and cross-functional abilities to produce and deploy smart ads with
customizable creative elements.
8. Consumer-focused location-based marketing will bloom
Consumers will increasingly expect to be presented with ads that
are meaningful to them then and there; using location data will
help target campaigns to the most relevant consumers more
accurately than ever. Just be careful not to creep them out!
9. Native advertising more often gets it right - but choose
Native advertising-online ads created to blend in with a
publishing platform's format-will be huge in 2015. However, not all
native solutions are created equal. Advertisers should identify
publishers getting native right and then partner with them to
execute best-in-class solutions.
10. Analog goes digital
To maximize ROI in 2015, marketers must exploit the use of digital
technologies to create simple, easy mobile interaction with their
brands through all touch points. Give your consumers control of
when and how they engage with your brand.
Read more and download the full white paper at the Millward Brown website.