Media and advertising 2020: strategies for success // Part 2
In the second of two end-of-year specials, experts from across the media and advertising sectors reveal their blueprints for a prosperous future. Read part one here.
More responsible, more valued
Stephen Woodford, CEO, Ad Association
We are doing everything we can do to rebuild public trust in advertising – this is mission critical, as we believe it should be for everyone in our industry who cares about the future of advertising. Alongside this, we will maintain the best, most constructive relationship with UK government and policy decision-makers across many different departments.
Whether that’s DCMS in support of the Creative Industries deal; Public Health as we tackle issues such as childhood obesity; BEIS in its drive for the UK to be the clean growth centre of the world; DIT in the support of global trade and exports; and the Home Office in its efforts to ensure the internet is safe place for all.
Each of these is about making the UK advertising industry the most responsible, valued industry we can possibly be. All of which serves to make our industry a better place for all – for advertising professionals, for the millions of businesses we support across the UK and, most importantly, for the public.
For people and planet
Robert McFaul, client director and co-lead Mindshare Purpose
There’s a UK-wide sense of disenchantment – people have lost faith in politics and big business, are concerned about climate change, and distrust what they read in the news. As a result, it’s important for brands to walk the talk, backing up the values they communicate with genuine positive action.
It’s no longer enough for businesses to have a good recycling policy and say they are ‘doing their bit’. Recent Mindshare research shows 73% of UK consumers expect brands to play a role in protecting the planet, 66% say they want brands to promote health and wellbeing, and 64% want brands to play a role in promoting equality.
These values must underpin all that businesses do – brands are reaching a pivotal moment in their relationship with consumers, where proving their positive social impact is essential to customers purchasing products or services.
Marketers need to devise media strategies that effectively showcase their social credentials, while being mindful of overstating their commitment to good causes - 70% of consumers say brands can’t get away with saying one thing and doing another.
The most successful companies in coming years will be those that put their audience first and show themselves to not only be actively responding to consumer concerns, but also leading the dialogue on the role business needs to play for people and planet.
2020: the year the other shoe drops
Richard Marks, founder, Research the Media
From my perspective at least, 2019 in UK media research seemed to echo the political situation that intertwined with it in my Twitter feed. A year of imminent change but also of waiting for the other shoe to drop: waiting to find out who would buy Kantar and how Nielsen would reshape its business, waiting to find out what would happen with the new BARB and UKOM contracts.
Waiting to hear the result of the much-vaunted Dutch ‘Total media’ measurement contract and whether that initiative provides a blueprint for the UK or not. All of that played out against persistent rumours of an advertiser cross-platform video initiative, nicknamed ‘Project Voldemort’ by those most worried about it.
Well wait no longer, as 2020 is set to be a year of answers, outcomes that will have profound strategic implications for media research companies, media owners, currencies and agencies alike.
We will know what Kantar will look like under BAIN Capital ownership and the implications of Nielsen separating its media measurement and consumer businesses (back) into separate entities.
In January 2020 we should (officially) know the shape of the next UKOM contract. Yes, I know, you probably know, but at least we will be able to talk about it soon!
Will the data flow freely or will industry politics prove insurmountable?"
By the end of Q1 we should know what the BARB panel will look like for the next decade in terms of measurement technology and sample size. The Dutch TMAM contract should also pull into enough focus for us to evaluate whether it is a canary in a coalmine for cross-media measurement, a red herring or a mixed metaphor.
One initiative that is certain to dominate discussion in public forums and darkened board rooms and that is that ISBA ‘Origin’ initiative, finally unveiled at the asi Conference last month. Not the feared ‘Voldemort’ but positioned as a desire for collaboration. It’s a UK pilot for the implementation of the WFA guidelines for cross-media measurement, an advertiser initiative with Google and Facebook on board.
The objective is to build what is referred to as the ‘pipework’ for a cross-media solution in the UK. Will it be a true cross-media solution involving audio, print media and outdoor or will it perhaps inevitably focus initially on cross-platform video? The strategic implications are many. How involved will the JIC currencies want to be from the start? What will their answer be when the pipework is built and Origin wants to attach its pipe to the BARB, RAJAR, PAMCo and other data nozzles? Will the data flow freely or will industry politics prove insurmountable?
Finally where will Origin leave the measurement companies? If Google and Facebook are building the pipework is there a role for a Nielsen, Kantar, GfK or Ipsos? If so what? Could the new UKOM currency provide a piece of the research solution?
If 2019 was a year of waiting patiently, 2020 should certainly keep Mediatel's news and comment pages busy, as all aspects of the media research business in the UK look for answers to inform their strategy.
Jon Mew, CEO, IAB UK
As we prepare to head into 2020, adaptability is a powerful quality to have. From political upheaval on the national stage to new opportunities within the world of advertising (digital in particular), nothing is set to stay still for long and businesses that are prepared for that will benefit.
My advice for building a successful strategy in this constantly evolving landscape is to harness the opportunities that come your way, seek out new technology and embrace disruption. It’s only by being open to the new that we can stay relevant and produce the work our industry is – at its best – renowned for, while continuing to improve practices within the ecosystem.
However, success lies in maintaining the balance between change and continuity. Welcome innovation while at the same preserving the ethics that sit at the heart of any responsible business. When it comes to digital advertising, employing the right measurement strategies, valuing quality context and tapping into great creativity are core principles all too easily forgotten – yet they are crucial to rebuilding consumers’ trust. With a new decade on the horizon, it’s this that should sit at the top of all our agendas.
The Year Ahead is Mediatel's hugely popular invite-only networking event for senior professionals from across the media industry, which sees panellists give their views on key media issues from the year, and their predictions for the year ahead.
This year's panel brings together Mediatel’s Editor-at-Large, Dominic Mills, alongside Caroline Foster Kenny (CEO, IPG Mediabrands), Jan Gooding (Chair, PAMCo and Chair Of The Board Of Trustees, Stonewall) and Karen Stacey (CEO, Digital Cinema Media).