Page 13 - AeM_January_2019

RESEARCH, ANALYSIS & TRENDS

Australia, confirms that finding, stating: "Like most big WARC revealed that 79% of marketers expect to
marketers and advertisers, we're looking at the role of increase their online video budgets and 69% plan to
voice and how we can continually make that user increase spend on Amazon.
experience a whole lot better."
Summing up, David Tiltman, Head of Content, WARC,
Media: video and search platforms are set to says: "The Toolkit reports of the last two years have
benefit from spending shift been dominated by technology trends but 2019 feels
different. It feels like a year of getting the fundamentals
Video, search and mobile are set to see continued right and using tech where necessary to achieve that
growth in marketing investment. Instagram and YouTube end. Brands clearly view 'experience' as a form of
are set to benefit from the shift to video - though competitive advantage - and the tech that can help
marketers appear to be cooling on Snapchat. Marketers them improve customer experience across channels is
also appear to welcome the emergence of Amazon as a being prioritized." ◊
search platform, with a majority planning to increase
spend on the e-commerce site. By MediaBUZZ

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