A whole new (old) world?

New Media Forms - Hype vs Reality

Download the Report

Connected consumers have never had such an extensive range of devices, technologies and media channels at their disposal. But how do brands best harness them – and quantifiably understand the return they’re delivering?

A mixed-format media economy

This report explores how new technologies have impacted paid, owned and earned forms of media.  It considers the short-lived trends from the long-lasting game changers and poses the communications planning challenges facing media owners, agencies and brands in a mixed-format media economy.

FINDINGS

  • Voice-activated devices and software continue to grow, with smart speakers quickly gaining ground across some of the world’s largest advertising markets.

  • Room for improvement - online video ad formats are not as well received by consumers as those ads broadcast on TV channels and viewed on a TV set. More adaptation required!

  • Big scale plans ahead - virtual and augmented reality are predicted to evolve fast and scale quickly.

  • The continued lack of full access to platforms’ audience data concerns advertisers.

  • The lure of programme quality and an ad-free experience is encouraging consumers to adopt subscription TV models.

HOW TO EMBRACE THE NEW (OLD) WORLD

  • Build on strong foundations – currency measures can be adapted, but base foundations must be consistent.

  • Be creative! Consider the creative implications of voice-activation on your media campaign.

  • Work together - consider how paid and earned media forms can drive consumers to owned media channels.

  • Test and learn! – Experiment with new media forms before they scale.

My sense is that the leap forward we’ll see in terms of AR & VR will be huge. These are new surfaces for messaging and interaction.

Rob Norman, Advisor to GroupM, US

NEW MEDIA FORMS SCALING FAST

of connected consumers claim to use a music streaming service.

of connected consumers watch online video.

of connected consumers use smart speakers.

Q: How frequently do you use different types of media including music streaming services, video games and use smart speakers?

Base: 5,000 connected consumers

GET THE ESSENTIALS

Keep reading: A Whole Old (New) World

Find out how technology has impacted conventional advertising and is opening opportunities to non-advertising forms.

Download the Snapshot

Discover more in: Mining for Meaningful Data

We asked consumers and industry leaders in 5 of the world’s largest advertising markets about how they are dealing with the deluge of data.

FIND OUT MORE

SEE THE LATEST POSTS ON DIMENSION 2018

Tweets from: @Kantar_Media

Images from: #DIMENSION2018

DISCOVER DIMENSION 2018

DOWNLOAD FULL REPORT
Contact us