Turn the page or change the chapter? – Media & Advertising

Ricardo Tomé, coordinating director of Media Capital Digital

Many think that we are on the 40-and-something-day of December 2020. Others think that we are on trial and the same should be canceled immediately. 2021 has arrived. And, unlike other years, instead of making us imagine the future, it seems to make us look at the recent past as if it were made of stone and lime preventing the world from turning the page. And it is quite true. It will not turn the page. It will even change the chapter completely with a whole new storyline.

TV increasingly TV

2020 was the year of Disney + in Portugal, the entry of Amazon Prime Video by Vodafone, the debut of SIC’s Opto, the expansion of RTP Play and TVI Player on smart TVs and more will follow with more services on the way. The TV’s TV is richer and more immersive, more personalized and with an expanding universe of content. If we once went from four channels to 100, today the notion is more than channels and services, it is thousands of titles. The strongest and most passionate brands will survive the tyranny of confusion and noise. And advertisers will not be required more than, first, to follow who is most followed and announce where there are more eyes to see, of course, and where the date allows the best segmentation. AVOD is the new battle.

Own apps and websites

The return on own channels will be brutal to those who have bet on them best, instead of trying to fight for a spark of light amid the dictatorship of the algorithms of social networks and the millions of user generated content that travel on them, in addition to the already popular ones influencers. Apps continue to be a high investment and of some risk, but to those who bet in a thoughtful, solid and sustained way, with evolutions in the service, the return can be assured and with spectacular capabilities to obtain first-party-data, registrations, pull, subscriptions and purchase strategies. The depth of data analysis in analytics will also be more and more to the detail of consumer behaviors and not just to pages and screens visited or to the funnel.

Cookieapocalipse

It’s on its way. The race for the GDPR was fast and the hunger to recover lost user data was voracious. But the war has only just begun. The recent warnings and blockages from Google and Apple (just look at Facebook’s media response to the latter…) have already sounded the alerts. Brands will need to surround themselves with more partners and have more alternatives. In Portugal, Nónio can be one of them. In the rest of the globe, several countries offer similar solutions. In short: having a proper date strategy and relationships with those who have a quality date will be strategic. Better, it will be crucial.

Visual surveys

After Pinterest Lens and Google Lens came Apple, which promises a level up ahead, having already launched Lidar. In the iPhone 12, this sensor now in our hands is more than a technological ‘gimmick’, it is more an open door to what is the new normal. The possibility of ‘seeing’ (our phones, better said) the world in an increased way. Only and text-only searches will share space with the camera. Instead of searching for wine with text we already used Vivino’s camera one by one – but now imagine walking the camera through the labels of the 35 wines on the shelf and in real time getting the reviews. Or point to the line of restaurants on the street instead of looking one by one on Zomato. At TVI, we retrieved the QRCodes for TV broadcasts and, when used well, are a success – more than searching for titles, we aim the camera and pay, research, travel. A new normal. And it will be thanks to these sensors and technologies that what comes next will also evolve.

Shopping with augmented reality

In a year of revolution in e-commerce, several brands have been investing in this cross between the image and the mall for some years. From Ikea with its simulator to see furniture in scale in our living room or bedroom, to L’Oréal with make-up for video calls or to Sephora and its Visual Artist app. The world has become more visual and shopping will not be left aside. From B2B to B2C, several projects show that the before never returns.

Shoppable posts, shoppable articles

After websites and e-commerce apps, brands will accentuate their commitment to these items to pierce their products and services through the noise. On social media, Zuckerberg’s team ran away from what was imagined a few years ago, with mini-websites on Facebook, and bet earlier than expected with shopping posts on Instagram, in the feed and in stories. TikTok could be next. As for the content written in the blogosphere and in the media, every day we receive dozens of shopping tips, some organic, others sponsored. We like shopping. We like to imagine ourselves younger, beautiful, thin, athletic, eating better, traveling more, drinking new nectars and experiencing fantastic things. Even if we can’t do it live, we will want to ‘see’ in detail how much it costs, how it is, what benefits my life when one day I can buy.

2021 is not an extension of 2020 or a turning point. It is the prologue of a new chapter.


Source: Meios & Publicidade by www.meiosepublicidade.pt.

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