DIRECT MEDIA United Solutions
The media is changing, and the time spent on the media is increasing. According to the first quarter of 2019 Nielsen report, users spent 11 hours and 45 minutes of the day interacting with the media – television, TV-connected devices, radios, computers, smartphones and tablets, which is an additional 21 minutes of media exposure across all platforms compared to Q1 2018.
“In the field of media, the only constant is change, and fragmentation is the new standard. People are constantly changing the media they use, the ways they use them, and the time they use it, which is why today we have to keep up with media consumption habits much more and more often than before. We will continue with the research in order to direct brands at the media which their consumers use,” said Ljubica Vukčević, Head of Research & Insight at DIRECT MEDIA United Solutions.
The 2020 media trends highlighted by DIRECT MEDIA United Solutions feature those that started in the previous year and have been upgraded through a microtrend or a new field of application, or completely new brands trends which have to withstand the test of time:
In Serbia, as well as globally, the consumption of video content is constantly increasing. Thus, according to TGI Serbia, 76% of Internet users consume video content, while almost half of Internet users watch video content for over two hours a day. This trend has also been recognized by advertisers, and in 2018 the video format accounted for almost 20% of the digital mix. IAB Serbia also recorded a huge increase in video content – up to 53% in 2018. The video will remain popular in 2020 as well, but within the overall trend, certain micro-trends will change:
Video-first platforms are becoming more relevant than mobile-first
In the existing social networking sites, videos are ranked higher than all other types of posts, as they naturally encourage user engagement, and new video applications flood the market daily (TikTok, Lasso and byte are just some of the popular examples this year).
Longer video formats
While there is no doubt that shorter videos are easier to edit, they do not allow brands to establish an emotional connection with users that would leave a lasting impression on them. Longer videos make it possible to display content that will remain in the memory of the user or contribute to their education – whether it be about products or brand values.
The age of ubiquitous TV
The merging of the internet and television has been offering us a comprehensive, transformed media experience. The trends we talked about last year – on-demand access, on-demand video, standalone streaming, multi-screen rendering, flexible subscriptions, original content, will also be present in 2020. Regional providers have realized the importance of streaming platforms, which in 2019 have experienced even greater expansion. Looking at innovative television advertising, United Media has launched the Vida project, the only one in this part of Europe to provide Addressable TV advertising. This advertising leverages the scale and quality of linear TV and digital, the combination where one can get the power of the big screen and the ability for accurately targeting and measurement of digital. What is interesting about Vida is that it is one of three platforms in the world that allows changing sets of commercials in a live program.
With the growing number of influencers on social networks, companies increase the marketing spend in the field of influential marketing. Our social media influencers are most active in awareness campaigns, which is different from the global trend. Our market has seen a major change this year since the focus from Instagram influencers has shifted more towards YouTube influencers.
Social media marketing is already on the way to becoming the main retail channel on a par with other media, such as websites and brick and mortar stores in other countries. A total of 72% of Instagram users has made a purchase through the app. As it is not currently possible to set up an Instagram shop in Serbia, this trend is still in its infancy.
Instagram and Snapchat Stories are perfect examples of this type of content. The research on Generation Z conducted by DIRECT MEDIA United solutions and IPSOS clearly shows that this generation is anxious about what others think of them. That is why ephemeral content caters for them – posts are available only for a short time after which they disappear. According to a recent report published by Hootsuite, 64% of marketers have already included Instagram stories in their strategic plans or intend to do so.
In 2019, users spent more time on platforms such as Snapchat, Pinterest and TikTok, which already has about 500 million active users. By download counts, TikTok ranks higher than Twitter, Linkedin, Pinterest and Snapchat. In January this year, it was the most downloaded app on the Android platform.
Forming communities on social networks
Besides anxious generations, an increasing problem is the growing content visibility on the internet so it’s no wonder that closed communities and groups have flourished in 2019. One of the best examples is the Reddit website that has more visitors than Guardian, Netflix and Linkedin and is more influential than Twitter. On Facebook alone, there are about 400 million active groups. If brands want their business to survive in the face of organic social networking in 2020, this kind of brand humanization will be necessary.
A detailed account of Media Trends for 2020 will be posted on www.directmedia.biz