Human After All – Media Trends Update

March 5, 2021
Posted in 2021, All
March 5, 2021 Richard T.

Human After All – Media Trends Update

We currently live in a rapidly changing media landscape ruled by agility, flexibility and up-to-the-second information. Our fingertips are always on the go and visually we are trying to absorb thousands of messages every day. It can feel overwhelming – never ending and repeated day after day. Technology is supposed to help, but sometimes (let’s be honest) it is making our lives way too complicated – “We are Human After All” (credit: the late Daft Punk).

The challenge in today’s world in mastering media is not only about staying abreast of innovations, but knowing how to connect all the dots. Afterall, the aim of any campaign remains the same: communicate messages in a meaningful and effective way to human beings we want to reach. Being on hand to provide easy to understand media solutions connecting the dots for our clients is what drives the team at Leonards.

In this issue of Listening Post, is a curated collection of recent media industry reports – the best of the best – for you. We have attempted to remain media channel agnostic with a mixture of the old and the very young (or in our world offline, online and even a short overview on Artificial Intelligence).

To kick things off, hereis a ‘must read’ overview of digital marketing trends for 2021, a good read with some amazing visuals.

Completing this edition is a case study on how all the digital media streams worked together on a campaign to deliver far beyond expectations for a regional NSW attraction hard hit by COVID.

Enjoy!

Consumer Trends & Direct Brands

The IAB (Interactive Advertising Bureau) set out to understand the direct brand market in Australia. View the good news and challenges from this IMAA presentation about Consumer Trends and Direct Brands.

See also the Investment in Australian Digital Advertising Rebounds update.

The 3P’s of Demystifying AI for Marketers

AI can often appear daunting, but it is the key to driving marketing efficiency and effectiveness in today’s digital landscape. Ingrid Burton, Chief Marketing Officer at Quantcast, breaks down the essentials of AI for Marketers in the latest installment of Quantcast’s INNOVATE Webinar Series.

Cookies vs Context

Today, the 3rd party cookie is under siege from every major browser. Within a few years, policy and technical changes have had a dramatic impact on the Global Advertising Markets. We anticipate more changes to come.

Report by Robert Robert Leach, GM, Asia Pacific.

Results of New OOH Consumer Research

OOH Opportunities

The Consumer Insights and Intent – Ql OOH Opportunities study aimed to find the opportunities unique to Out of Home (OOH) advertising out of the pandemic. The research looked at three key areas: mobility trends, the impact and influence of OOH during the pandemic, and the implications of digital transformation.

The results of the survey, commissioned by the Out of Home Advertising Association of America (OAAA) and The Harris Poll, confirmed that consumers are still noticing OOH, engage with OOH messages, and are influenced by OOH on the path to purchase.

Jenolan Caves Case Study

With the COVID-19 lockdown effectively halting all cave tours for a large part of 2020, Jenolan Caves needed a way to stay in touch and build engagement with previous and prospective visitors ahead of reopening.

Let’s Talk

If you have had a chance to read the reports in this Listening Post, they will no doubt have prompted more questions.

Please feel free to drop us a line with your questions at info@leonards.net.au or call on 02 9698 5266. Alternatively, we’re always happy to catch-up via zoom or even in person (after all meeting human2human is best of all)!

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