Synopsis:
A recommended read by fellow members of The CMO Club, Digital and Media Predictions from Millward Brown provides quick and easy takeaways across 12 key trends…
|
Trend |
What | How | Why |
Your Next Steps |
| Screen Agnosticism | Video becomes a fluid medium | Audiences will consume video by whichever means is most convenient. | Content is king and the screen is simply the most convenient window through which to view it | Find out how your target audience consume video across screens and plan against that. |
| Micro-Video Multiplies | Short Videos | Vine – popularized formatInstagram – massive user baseTumblr Gifs – extreme resurgence in popularity | Engagement: Micro-videos are shared 4x more than traditional online videos. | Actively explore experimental micro-video opportunities, learn from early-adopter brands. |
| Wearable Screens | Think Watches & Google Glass | Health & fitness bringing this market mainstream – Prepare for Smartwatch explosion. | Limitless applications across verticals. | Consider whether a wearable presence is a good opportunity for your brand to build a meaningful point of differentiation. |
| Multi-Screen Big Data | Interactive screens located… everywhere | Taxis, airplanes, billboards, ATM machines, video games. | Effective: Adding social, local, mobile and highly personal component to our consumption of messages on screen. | Investigate how emerging multi-screen datasets can improve your marketing effectiveness research. |
| Screen Minimalism Delivers Tranquility | Information overload demands simplicity to capture waning attention spans | Be direct and on-point for success. | We take 1/20 of a second to make decisions on the appeal of digital stimuli. | Review whether your brand’s advertising aesthetic is appropriate for a multi-screen world. |
| Multi-Screen Advertising | Ads on Multiple Devices:“Meshing”: related / simultaneous“Stacking”: unrelated / simultaneous“Shifting”: related / sequentially | Connect the dots of the user experience. Think of linking TV (cooking show) to online search for recipe (online ads target what you just watched) | The possibilities are limitless. | Assess the multi-screen media consumption of your target consumers & tailor marketing to best exploit behaviors. |
| Linking Insights | Omnichannel In Action: Channel Insights + Multi-Screen Insights | Market intelligence vendors are standardizing, aligning, and integrating measurement systems and metrics. | Consumers move seamlessly across channels. Businesses can now set up systems to optimize experience. | Embrace integrated insight rather than treating data from digital screens as a separate silo. |
| Social TV | Social media interacting with TV content – Twitter has defined social TV | The data link between TV & Social/Twitter defines like-minded communities organized on viewing habits. | Result: Sophisticated psychographic targeting. TV marketing -> part of audience lifestyle. | Align TV media buying with Twitter promotional efforts to maximize your social TV audience. |
| Smartphones | Smartphones are the only screen that counts for the connected youth of today | Innovation: Youth do the bulk of their living, learning and buying on smartphones & youth brands will lead the way with seamless multi-screen experience. | When brands “befriend” their consumer, they create loyal brand ambassadors who endorse & broadcast their choice. | Youth brands: adopt mobile-first marketing with heavy social emphasis. Innovative, nimble & fashion-focused. |
| Video Budgets shift to multi-screen | Getting “high-enough” video quality across multi-screens. | Example: By transferring 40% of TV budget to other screens increased reach by 20% & reduced investment by 30%. | ROI: Budget allocation across screens will increase ROI. | Use new planning and effectiveness tools to inform your transition from TV to multi-screen. |
| Digital Outdoor | Blows up the idea of a simple screen | What is the screen of the future? The possibilities are limitless. *Read complete article to envision the future. | Consider clothing with flexible LED thread & processors to capture data & influence (Nike) | Think creatively about the evolving digital outdoor landscape & it’s potential to deliver powerful “firsts” |
| Omnichannel | Beyond the screen to truly integrated multi-channel strategies at all touch points. | 40% of campaign impacts derive from multi-channel synergies. 1+1=3 multiplier. | Marketers who think beyond the screen will be the big winners in the near future. | Consider the role your muli-screen media plays in the overall channel mix. Life is not all screens. |
