This year has been one of the most significant we’ve seen in terms of the impact it has had on society and our industry. That has brought with it some seismic shifts in media consumption habits, movement patterns and brand strategy.
We’ve spent time over the past nine months collating insights and the impact these shifts have had on media, as well as the opportunities that can be presented for brands.
Have a read of our previous content to reflect on the year that was (reach out if needed!). Read on to receive the latest updates from this month, as well as our predictions for the summer months ahead, across all digital channels from BVOD and Audio to DOOH.
Download the latest channel trends as a PDF
The consumption of high-quality long-form digital video on a TV screen is outpacing the rest of the ad-supported media market. This in turn is driving a significant increase in investment from advertisers. Video continues to outperform the overall general display market with a 15% growth in FY20 vs FY19, and has increased its share of the general display market to 53%. As part of this growth, publisher’s video expenditure share attributed to connected TV has increased from 23% to 41% over the last 15 months. – IAB Australia.
Video content has seen tremendous growth in 2020. This is due to a number of factors primarily driven by Covid such as the loss of a traditional commute and the increased feeling of digital connectivity. Users have turned to video consumption across all devices for news, sports highlights, and general web browsing. This creates an opportunity for brands to create impactful, sensitive and contextually relevant content to promote themselves, their products and their services. We expect this to continue throughout Q1 and into the remainder of 2021.
With the summer months upon us, the audio industry will see a tremendous spike in consumption, offering great opportunities for brands to connect with consumers in an intimate and impactful environment. 2021 will be the year of multi-device connectivity with half of all users tuning in across more than one device. Ensuring that digital campaigns run across all devices is ever more important as the space becomes more fragmented.
As consumers move away form their desks and into holiday mode, native content consumption naturally grows. With more time to ourselves to keep up to date with the latest in global news, sports content, product reviews and general web browsing, brands that provide the opportunity to consumers to click through to consume high-quality native content will be rewarded with consumers’ eyeballs. The key is producing amazing native content to create the most impact possible.
From screens inside doctor’s offices, grocery stores and gyms to roadside billboards and bus shelters, there are a variety of ways to reach audiences. Programmatic DOOH allows buyers to layer on data-driven audiences to increase campaign efficacy and be flexible in optimising strategy by shifting budgets to different locations, adding venue types as restrictions lift and swapping in relevant messaging based on current circumstances. In Melbourne, audience volumes surged back to 80% of 2019 levels in just 3 weeks following the end of lockdown with 79% of Victorians surveyed looking forward to getting back into the office.
For more information about programmatic trends and insights, or if you have any questions, please get in touch; we’re here to help.
Media at Bench
Sam Thompson, Head of Media and Partnerships
[email protected]; 0401 805 177