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RESEARCH, ANALYSIS & TRENDS

performance. But that this is possible in all details and their message. On the one hand, the trend is to be
across channels remains wishful thinking in 2018. Time understood as a response to the sometimes
will pass until the code for a cross-media ROI has been fundamentally negative attitude towards advertising.
cracked. Thus, advertisers will continue trying to make the Kantar Millward Brown study AdReaction shows
an impact on brand awareness and revenue increases e.g. on the other hand that traditional full-video
on the basis of individual activities or channels. channels, such as TV or cinema, are in high demand
among younger consumers. Advertisers will respond -
Acceptance of OTT offers is growing e.g. with native advertising, which is played in an
The growing acceptance of so-called over-the-top editorial environment.
(OTT) offerings by consumers is evident: Audio and Voice activation with potential for
video streaming are in vogue and vendors such as
Spotify, Netflix or Amazon are seeing high growth rates. marketing activities
Since especially younger users are losing interest in The potential of networked household appliances has
linear services, the pressure on established providers is been discussed for many years. Lightbulbs,
increasing. However, this development also brings with thermostats and door locks, everything can be
it new requirements for market research: In the future, controlled by an app. But so far, consumers keep their
not only methods will have to be adapted, and systems enthusiasm within a limit. Perhaps this attitude will
reworked for cross-platform ad effectiveness measures, change with the dissemination of Alexa, Amazon’s
but OTT platforms have to be added in particular. language assistant, that could without doubt provide
new opportunities for marketing, since in principle,
The dominance of the algorithms comes to consumers are open to advertising in the field of voice
an end activation and control.
Over the past decade, digital marketing has been
dominated by companies that have been able to Storytelling will conquer content
program smart algorithms. And even in 2018,
algorithms will create a lot of added value for the marketing
marketing industry. At the same time, we will get this Successful advertising has always relied on the power
year a first impression of how Artificial Intelligence can of storytelling. Good campaigns are based on inspiring,
help and support marketing managers. Machine emotional stories. Due to the hype surrounding content
learning approaches will optimize campaigns by marketing, some marketing executives seem to have
meaningfully capturing large amounts of unstructured lost sight of this mantra. But the guideline is just as
data and deriving decisions for media investments. important today as it was yesterday. In fact, there are
Artificial intelligence, for example, will enhance the many indications that it will become even more
processing of natural language, machine vision or important. Studies on the impact of advertising using
chatbots. facial coding prove that videos can only emotionally
engage the recipient with a good story.

Branded Entertainment - videos become Kantar Millward Brown provides us indeed with very
interesting and useful insights, which is why I am
the essential format
looking forward to presenting their recent
Branded Entertainment is a trend that will spread in study AdReaction 2018 next week. Stay tuned! ◊
2018. The term primarily means entertaining videos that
will evolve into a centralized content format. Brands will By Daniela La Marca
increasingly rely on such entertaining films to spread

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