凯度：2019年媒介12大趋势报告

MEDIA PREDICTIONS2019Media Predictions 20192Before we gaze into our crystal ball and make predictions for 2019, we wanted to reflect on 2018 and what has been another year of change in media - and its implications for research organisations like Kantar.We’ve seen the continued fragmentation of audiences and the ever-fierce battle for eyeballs with the growth of Netflix and Amazon. Making sense of this changing landscape is challenging and increasingly we’re seeing a ‘connected intelligence’ approach, where syndicated data solutions of all types are being directly integrated with advertisers’ first party data.Away from the screen, we’re witnessing a renaissance in audio through the rise of voice activation for consumer applications. As with all new technologies, voice is creating both challenges and opportunities for the research industry. This year, we have started tracking and measuring voice activation and can already see the ways in which it is changing consumer behaviour.And 2018 will of course be remembered for the introduction of the General Data Protection Regulation across Europe. From the point of view of a market research organisation, GDPR is one of the best things that could have happened. It has not only put clear blue water in between market research and other data solutions, but also placed a greater emphasis on the provenance of data and transparency for consumers, both of which have always sat at the heart of market research.There has never been a more exciting time in media. We look forward to working together with our clients & partners to better understand this changing landscape throughout 2019 and beyond.FOREWORD: A TRANSFORMATIONAL TWELVE MONTHS IN MEDIARichard IngletonCEO & CHAIRMAN, KANTAR MEDIAGLOBAL CEO INSIGHTS DIVISION, KANTARAndy Brown4Ten years ago, we made our first Media and Digital Predictions. Presented in an earnest-looking 4:3 format, they look old fashioned now, but the content wasn’t far off the mark. The growth of online video, mobile marketing and even voice-activated search were all highlighted as things to come. And they still are.A few trends that will be guaranteed in 2019: further consolidation in the AdTech market, GDPR’s impact spreading beyond the EU; the widespread use of Artificial Intelligence in most marketing applications, and maybe a new realisation that there is no Holy Grail in measurement, but you can continue to improve marketing’s impact through the intelligent application of insights.So for 2019 here’s a set of 12 lively predictions from our experts around the world. We’re not focusing on grand, airy-fairy concepts, but useful, practical ideas that will help marketers and their agencies tackle media and effectiveness measurement challenges head on, without fear. And this year we’re renaming them Media Predictions, because most media is now becoming digital.EDITOR’S INTRODUCTION Jane Ostler, KantarMedia Predictions 20196More sophisticated use of data, combined with analytics technique