Page 6 - AeM_Jan_2018

RESEARCH, ANALYSIS & TRENDS

In 2018, the digital world must adapt to

new developments

Kantar Millward Brown recently analyzed the world's Advertising expenses shift from digital to
most important digital media trends of the new year. cross-media investments
According to the market research and consulting firm, a After all, 30% of the global advertising spending is
new distribution of advertising budgets can be expected, invested in the digital environment. But this year, big
as well as consumer innovations in areas such as advertisers like Procter & Gamble have re-thought their
Walled Gardens, Branded Entertainment and Artificial digital investments and drastically cut them for the first
Intelligence:
time – and this development will worsen in 2018.
Walled Gardens will grow rapidly Marketing managers will put even more stress on the
importance of digital activities in the marketing mix.
Closed platforms and advertising environments, so- Media houses, content platforms, agencies and market
called Walled Gardens, such as Facebook or Google, research partners should be prepared for this and have
became a topic of conversation last year. Advertisers answers ready.
and media agencies have to question whether to invest
media budgets even though the platforms do not
provide relevant targeting data. Another point of Today, advertisers want integrated measurement of
criticism is the lack of standards with regards to their activity across different channels, but the lack of
impact. measurability of the cross-media ROI remains the
sticking point. Besides that, new hurdles are emerging
For 2018, Kantar Millward Brown predicts a growing in individual channels, such as rising investments in
importance of Walled Gardens due to three factors: mobile marketing, which currently account for 50% of
digital investments worldwide, and that will increase the
 The offers of many platforms are so attractive for the number of walled gardens and thus further complicate
users that they like to share their personal data. the measurability of digital activities in the future.

 Advertisers have an increased need to address
sometimes very fragmented audiences. Large Measurement of the cross-media ROI is
platform players have comparatively specific target developing, but initially remains
group data and may use it as well. fragmented
Marketing executives and their media and creative
 At the same time, smaller providers will stumble agencies are under tremendous pressure to
faster in the future, if they cannot reach certain demonstrate the impact of their initiatives on revenue
target groups or if they cannot portray the desired
content context.
6 January 2018 - Trends and Predictions