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Digital and media predictions for 2015: Report

Global market research company Millward Brown recently
released its annual ‘Digital & Media Predictions’ report for 2015. For the
seventh year running, the company is providing marketers with a clear guide to
the challenges and opportunities of the next 12 months.

Global market research company Millward Brown recently
released its annual ‘Digital & Media Predictions’ report for 2015. For the
seventh year running, the company is providing marketers with a clear guide to
the challenges and opportunities of the next 12 months.

Millward Brown unveiled the 2015 Digital & Media
Predictions at an exclusive media conclave where eminent personalities from the
field of advertising and marketing discussed the future direction of media. Authored by Millward Brown experts from around the world,
the 2015 report identifies the need for marketers to empower programmatic media
buying systems to do more than simply access cheaper and more targeted
impressions.

To make this transition, marketers will need to build
creative that can be customized and seamlessly delivered by media buying
algorithms. Millward Brown says brands that achieve this will be able to create
a new form of dynamic and relevant storytelling.

At the same time, marketers will need to ensure the
advantages that come from programmatic targeting are not delivered at the
expense of other key campaign objectives such as communicating brand messages
and building long-term desire. Successful programmatic providers will
increasingly differentiate themselves based on their ability to deliver
campaigns that not only drive behaviors but also improve brand metrics.

“To date, the debate around programmatic media has been
firmly centered on the ‘how’ of operations and behavioral metrics such as cost
per click,” said Mark Henning, AMAP Head for Media & Digital at Millward
Brown. “In 2015 we expect marketers to be equally focused on the benefits
programmatic may be able to bring to building meaningful brands and the
opportunities to leverage it more creatively.”

Prasun Basu,
Managing Director, South Asia Region at Millward Brown said,” Millward Brown’s
Annual Digital & Media Predictions provide a guide to how marketing is
likely to change in the next 12 months. A series of media conclaves in Mumbai,
Delhi and Bengaluru will provide marketers and media professionals a platform
to discuss these trends and exchange ideas that will impact the way brands
reach out to consumers.”

Millward Brown also anticipates other important changes in
the media landscape around the world and describes in the 2015 predictions how
marketers can “get media right”.  These
include:

  1. As native advertising becomes an established
    medium, advertisers should partner with best-in-class publishers who strike the
    right balance between advertising and editorial.
  2. New and exciting paid marketing opportunities
    will emerge on micro-video platforms, but only brands who know, learn and love
    those platforms will succeed.
  3. Location-based marketing opportunities will
    become powerful when brands focus on consumers’ interests rather than on their
    own.

“Native, micro-video and location-based marketing are
disparate technologies, but they are connected by marketers’ desire to deliver
more relevant communication,” said Henning. “A key challenge for marketers in
2015 will be balancing identification of the perfect marketing moment with a
need to generate cost-effective scale and reach.”

PDF Download: Digital & Media Predictions 2015

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