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UK Insights

Ten digital and media predictions for 2015

Duncan Southgate

Global brand director, Digital

Digital 15.01.2015 / 09:00

Binoculars

Kantar's Millward Brown looks at what will be hot in 2015

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 control

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 multi-generational

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 up.

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 wisely

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.

Source : Kantar Millward Brown

Editor's Notes

To interview Duncan Southgate, from Kantar's Millward Brown, please contact us.

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