2019 is poised to be another busy year for marketers complete with stricter privacy laws, the rise of digital audio and better use of data, social advocacy and the rise of Programmatic DOOH
Voice Assistance will continue to have an uptake. While Alexa has a slower uptake in NZ, voice goes beyond this to include mobile assistants such as Siri, Cortana and google assistant. Voice will be a valuable marketing tool and by 2020 half of all search queries will be voice. * At present voice-enabled assistants have the highest uptake amongst the millennials followed closely by Gen X. Brands will need to work out how to use voice and how not to annoy their audiences. Brands also need to revisit their search engine optimisation to optimise towards voice search. Consideration needs to be given to how voice search changes the overall search paradigm, what we say and what we type is often different, which requires a more in-depth analysis of the impact voice-enabled search.
Streaming Services such as Spotify and Pandora will continue to boost their audio inventory and share new and interesting data. We predict Radio budgets to continue to move to digital as digital audio platforms become stronger.
Companies have more data than ever at their disposal, but they must scale-up their data analytic skills to maintain a sustainable competitive advantage. Most businesses collect data from a variety of sources but are not effectively analysing and designing strategies around it. Forrester reports that between 60 percent and 73 percent of all data within an enterprise goes unused for analytics. * There will be a move this year by big brands and those who want to capitalise on the potential of data to implement better data analysis, journey mapping, enhanced segmentation strategies, audience profiling, predictive strategies, and attribution.
With the introduction of GDPR and Australia passing their own data protection laws (Notifiable Data Breach (NDB) legislation) in February, it’s important that brands focus on clean data sources – first party and opt-in lists. Focusing on data security is imperative to businesses who wish to maintain consumer trust.
It is likely that other worldwide governments will follow suit and further tighten privacy protections including, setting financial penalties when companies mishandle their consumer data, demanding stricter internal risk management controls and establishing formal notification processes for data breaches. If companies are looking for an effective way to target customers post GDPR and stricter worldwide privacy laws, they will need to audit their data management programs and have real-time processes in place to handle customer requests and opt-outs.
Last year saw the expansion of the US giant into Australia. This year we will see Amazon further expand its services into the NZ market. This will see a further shift of marketing dollars from physical retail stores.
Amazon captures a rich pool of data about users, including information on past purchases, which product reviews people are reading, location data and the products they are viewing. The Amazon Platform is unique in that consumers who use the site usually have a high intent to purchase items. Over the past year, Amazon has swiftly developed an Ad services division as they look to move to a completely programmatic model as a new Amazon revenue stream.
Social Influencer marketing has waned over the past few years, with high saturation in social content consumers have become cynical and crave transparency. 2019 will see the rise of advocacy marketing programs. There has been a clear consumer shift away from brands telling us about themselves, to how their customers are experiencing them and telling stories about them. Advocates are a powerful strategic marketing asset. Advocacy programs will make it easy to identify and engage with influential customers in the company’s database to build brand advocates.
Digital Out of Home is about to undergo one of its biggest transformations as it goes programmatic, which will inherently fuel growth. Programmatic DOOH enables the transition from static messaging towards automated, dynamic experiences. And advancements in emerging camera and Wi-Fi technology provide a means to measure audience quality and provide anonymous demographic data including age and gender. Programmatic DOOH promises big benefits to advertisers and brands looking to extend reach to the right audiences in the right place in a way that feels less invasive.
Game developers are becoming increasingly comfortable with in-game ads and are more confident in the effectiveness of their ad offering. Developers are focused on the player experience with ads that immerse into the mechanics of the game. The development of both playable and rewarded ads should improve user engagement, positive brand recognition, and click-through or conversion rates. As technology improvements support more immersive advertising in gaming environments, brands will enjoy greater ROI through the interaction with their brand messages in gaming environments.
New Zealanders spend an average of 88 minutes playing video games a day.*
Brands are expecting greater reassurance their ads are landing on authentic platforms and delivering real results. The industry will continue to adopt standards to improve trust. In December the IABNZ addressed the verification of the mobile app ecosystem, introducing app-ads.txt. This was a natural extension of the original ads.txt standard that provided a mechanism for content owners to declare who is authorized to sell their web inventory.