19 with increased pressure on available advertising spend, marketers have been forced to consolidate spend into one or two primary media channels. This has been further exacerbated by the overall rise of media inflation (10.1%), which is a consequence of rate card increases exceeding audience growth. The net effect has been deep discounting in the market. The continued rise of owned and earned media The obsession for business to own one’s own data, to better understand and service their consumer, has seen a lot of in-house developments in order to have greater control of the consumer value chain from touchpoint through to the sale and after sales. Some clients are becoming more and more independent in how they run campaigns. The trend is to own their data and build their own skills around data and platforms. With programmatic and machine learning maturing, this trend will only accelerate. Brand ownership of media Brands want greater control of their media and are getting creative by building in-house capabilities and media stacks (such as inhouse media departments, apps, events and loyalty programmes) to increase accountability for return on marketing investment. What wil impact radio in 2019? The rise of community radio will continue to give momentum to the positioning of radio as a primary medium of choice. The nature of advertising continues to change and we see 30” ads being customised, and inventory replacing the 30” generic in order to glean increased measurement and learning. It’s all about the standout, relevant content targeted at the right audience at the right time. On the generic advertising front, development and investment in scientific inventory management through programmatic plays will continue.
Yearbook Jan 2019
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