What: The 12 digital and media trends of 2014, according to Millward Brown.
Why it matters: Marketing professionals will have a better understanding of consumer’s behavior regarding the use of multiple devices and so they may adjust their advertising investment.
Millward Brown, a leading research agency specialized in effective advertising, strategic communications, media and research of brand equity, has disclosed 12 key digital and media trends that will shape 2014. The main challenge for marketing professionals will be to get a better understanding of consumers’ behavior when it ocmes to the use of multiple devices.
“In 2014 we will see more marketers trying to generate screen interactions through attractive strategies as TV commercials with hashtags,” said Duncan Southgate, Global Brand Director for Digital Media at Millward Brown.
However, the most successful marketing experts will be those who build a cohesive, clear and consistent presence in all screens and distribute advertising spending in accordance to the time audiences invest in each device.
The “Digital and Media Predictions for 2014″ report by Millward Brown provides the following:
- Screen agnosticism:“Screen Agnosticism” refers to both the way consumers watch video content and the mindset marketers need to adopt when planning video campaigns. Marketers will adopt an agnostic viewpoint where the benefit of maximizing audience has primacy over optimization by channel. Meanwhile audiences will consume video content by whichever means is most convenient in a given moment. Content is king and the screen is simply the most convenient window through which to view it.
- Micro-video multiplies:Micro videos will continue exploding in 2014. Dominate Vine (six seconds movies), since they were the ones that popularized the format; Instagram (fifteen seconds), thanks to its large user base, and Tumblr GIFs due to rebirth of the format popularity. Most of micro video content associated with a brand will be shared virally at first, but soon the paid promotional approaches will begin to grow as they have a greater reach.
- The breakthrough of wearable screens:Following the increase in the purchase of tablets and smartphones, wearable technology will be the next major trend that will be seen as the norm in 2014.The health and fitness market will continue to play a key role in bringing wearable technology closer to consumers; many mobile health wearables such as Nike+ and the Fitbit tracker are already available and growing rapidly.Wearable technology will offer unique media opportunities for brands to captivate target audiences and build meaningful differentiation. The challenge will be developing a deep understanding of what consumers want from these new wearable screens so that brands can deliver something useful and relevant to their existing proposition.
- Multi-Screen big data connections enhance effectiveness:From a marketing effectiveness perspective, marketers need windows into the specifics of each consumer’s interactions with each screen for each brand.The technology to tie together the pieces of multiple-screen puzzle will be leveraged on a much wider scale than in the past. The central question will remain: How is that encounters with the brand are impacting sales and brand perceptions of unique and synergistic way? The ability to tie together multiple-screen interactions will gradually enhance our ability to answer this question.
- Multi-screen minimalism:The clarity and consistency of message across all devices and new marketing opportunities will be critical for success.Thanks to eye-tracking data of Millward Brown for digital media advertising, Which suggest that a single attractive image is enough to catch the attention and consumers focus on a range of stimuli in rapid succession. It is known that brands that adopt a minimalist approach are more likely to catch their consumer’s attention and retain it for longer.
- Meshing,Stacking and Shifting:Marketers will adapt their actions to the different types of multi-screen media consumption. “Meshing”, the simultaneous usage of multiple devices for related content; “Stacking”, the simultaneous usage of devices for unrelated content and “Shifting”, the sequential usage of devices for related content. These behaviors will provide new opportunities for brands to connect with people if they get to understand and sale in that stage. “
- Finally,traditional channel insights and multi-screen digital insights tie the knot:Marketers will finally integrate the data to understand the consumer path to purchase, across all channels and all digital devices. Businesses will have to establish systems to optimize the customer experience across all channels, which also will allow them to gain valuable insights to make decisions about advertising investment.
- Social TV’s promise is tightly coordinated targeting across channels and screens:Consumers are already investing more time watching television with their mobile phones and digital devices, and social media is the primary way that people are interacting with television content. Last year it became clear that social TV, for all intents and purposes, Twitter is television, Consumers are spending more time in front of the TV with digital and mobile devices, and social media is the main way people are interacting with TV content. Last year, it’s become clear that social TV, for all intents and purposes, is Twitter. So the audience can be maximized through promotional paid on this network.
- Teenager who use Smartphones demand intended advertising for them:The lives of young consumers spin around smartphones. The use of mobile devices is deeply personal for this generation and most of what they live, learn and purchase will be via smartphones, even if they go on using other digital devices to do several things at the same time. Due to this, brands for young people will lead the field and will be the first to offer a multi-screen experience which flows seamlessly between all devices, in order to hold the attention and promote the consumption of brands among this audience .
- Video budgets continue to shift from TV to Multi-screen:As marketers improve their planning for multi-screen videos success, other changes will be seen: more video advertising that works on different screens will be created and not only the one that is optimized for television, alliances will be restructured, as long as they understand that buying time on television and digital media can no longer be divided; many multiscreen video strategies will be defined in order to optimize range.
- Digital outdoor rapid development:The screen, as is now known, is becoming something that is almost unrecognizable. In addition to the multi-screen strategy, the question arises: How do we market across clothing, wearable devices, and LED light-up cars?”This year we shouldn’t obsessed with the 4 screens, but think creatively in the digital outdoor landscape potential and how it is evolving to be the first to launch amazing and powerful marketing.
- Success will not go to those who focus on screens alone : CrossMedia Millward Brown research shows that greater synergies arise between media with and without display, such as out of home advertising, print and especially at the point of sale. Marketing professionals who think beyond the “screen” and implement truly integrated multichannel strategies, will be those who outstand t this year.