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The 'digital paradox' facing the media industry in 2020
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Kantar predicts there will be a digital paradox; while new and evolving media channels will create opportunities, the deluge of digital touchpoints will make it more difficult to connect with consumers. Marketers will also need to navigate the ‘data dilemma,’ meeting consumer demand for relevant, personalised content, without breaching trust and privacy. And as third-party cookies start to crumble, advertisers will need to find alternative measurement solutions.
Kantar’s 2020 Media Trends and Predictions fall into three major themes:
1. THE TECHNOLOGY TRENDS TRANSFORMING THE MEDIA LANDSCAPE
![The 'digital paradox' facing the media industry in 2020](https://biz-file.com/c/1912/530692.png)
2. THE SPACES THAT BRANDS CAN CREDIBLY OCCUPY
![The 'digital paradox' facing the media industry in 2020](https://biz-file.com/c/1912/530693.png)
3. THE CONTEXT AND CATALYSTS FOR CHANGE
![The 'digital paradox' facing the media industry in 2020](https://biz-file.com/c/1912/530694.png)
“2020 will be an exciting year for marketers. Increased advertising and content possibilities, along with the data generated, create a plethora of opportunities for marketers and media owners. With new opportunities though come new challenges. Emerging foundational technologies could transform media usage, and other industry shifts, such as the demise of third-party cookies, will force marketers to evolve how they measure audiences across screens and wider campaign effectiveness. Other channels, like influencer marketing and the newer audio channels, will face a make-or-break moment; their credibility could be at risk unless they evolve and live up to their promise. Marketers will need to improve their understanding of how different touchpoints effectively work for their brands – online and off” said Jane Ostler, Global Head of Media Effectiveness, Kantar.
Andy Brown, CEO, Media Division at Kantar added: “We are launching Media Trends & Predictions at a critical time for the industry. Bringing together expertise and currency-grade data from across Kantar, this collection provides a window into the forces that are shaping the media landscape and we look forward to continuing these important discussions with our clients and partners throughout 2020 and beyond.”
To discover what trends will impact the media industry in the year ahead, read the full report here.
Sign up for our webinar on 8 January where our media experts Jane Ostler and Margo Swadley discuss what’s in store for marketers and brands in 2020. If you can’t join the session, register anyway and we’ll send you the recording!
![The 'digital paradox' facing the media industry in 2020](https://biz-file.com/c/1912/530695.jpg)
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