Kantar Media insights and predictions 7 thought global thought starters and how we see it playing out in Africa 2019 Karin Du Chenne - IAB SA
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Kantar Media insights and predictions 7 thought global thought starters and how we see it playing out in Africa 2019 Karin Du Chenne
#1 Gender targeting gets real!
Brands will start taking gender
targeting more seriously in 2019
Women cannot relate to many of the
images they see and insufficient
progressive males shown
Gilette Toxic masculinity
Duncan southgate 2
3
#2 Back to the…Big Screen globally – will this hold in Africa?
The big screen is making a comeback, bigger and
better than before.
In Norway we measure all TV and video content, in-home and out of home,
where the TV set continues to dominate 96% of all viewing across the
population
Our figures reveal that 56% of on-demand broadcaster content takes place on
a TV set, 20% on PC and Macs, 13 % on a tablet and 10% on a smartphone
Netflix content is predominantly watched on the big screen, with 61% of all
Netflix viewing in-home happening on a connected TV set
YouTube content watched in the home is predominantly watched on PCs,
tablets and smartphones whilst the TV set accounts for only 12% of in-home
viewing
(Hanne Teigum, Kantar Norway) 4
#3 Brands Will Raise Their Voice
Marketers will start to explore
voice technologies in creative
ways.
Kantar are now measuring voice
applications including podcasts within
CrossMedia campaign evaluations
Jane Ostler 5
Voice searches may only have seen incremental growth in 2018, but
according to Comscore, half of all internet searches will be voice-
based by 2020
Google has already started work on a fix for voice-related searches in
Africa with the launch of Google Go, an app that not only recognizes
sub-Saharan accents and is optimised for devices low on RAM and
storage space, slow connections and requires minimal data use
Spoken language more convenient, free and intimate than typing into
a device; brands that pioneer the experience will have a distinct
advantage and a very real connection with their customers,
conversing with their client base and conveying their messages with
much more emotive power than their peers.
Start by building up a custom editorial content strategy, utilising the
most common voice search phrases.
Source https://businesstech.co.za/news/internet/276869/in-two-years-half-of-searches-will-be-
voice-based-gumtree/ 6
#4 Here Comes Amazon! The archetypal disrupter
Amazon becomes a fast mover in the digital
advertising race across all its platforms.
Amazon has become a powerful medium for content
consumption for millions of new consumers across
multiple platforms like Amazon Prime Video, Kindle,
and Fire TV
Amazon’s advantage over Google and Facebook is the
ability to link on-platform behaviours (like purchases,
search, and content consumption) back to the
advertising campaign
Andy Gallagher, Kantar Germany 9
10
It may not have Amazon’s R8bill dollar budget but South Africans are “Take-ingalot”
“When Takealot started eight
years ago, it turned over R50
million. Today, it turns over in
excess of R4 billion a year”
Source mybroadband 11#4 The “robots” are really improving ROI validation
Analytics and Artificial Intelligence will
Finally Bridge the ROI Divide
More sophisticated use of data, combined with analytics techniques and
Artificial Intelligence (AI), will allow marketers to understand true ROI
and help solve the offline/ online conversion dilemma
Increased use of AI/Machine Learning during the modelling process will
expedite the process and allow greater sophistication in the number of
modelling solutions used, as well as real-time validation
Gonzalo Fuentes 12Kudi.ai
Nigerian startup Kudi.ai has developed a chatbot which allows users to
make payments and send money to friends and family in Nigeria via
messaging.
It uses AI to understand user requests, drive conversations, understand
user spending habits and prevent fraud. “We developed it in-house
using a variety of machine learning techniques,”
Nigerian fintech startup Biya has attracted hundreds of customers
after launching its AI-based service that allows people to make
payments using chat apps.
Biya allows users to do airtime top-up, pay bills and transfer funds
easily via services like Facebook Messenger, Skype, Telegram and
Slack.
An AI focused payments service, Biya breaks through technical and
accessibility barriers to provide seamless digital payments, alleviating
the problem of having to carry multiple cards and bypassing the cost
of operating PoS machines.
Source http://disrupt-africa.com/2018/11/nigerian-fintech-startup-biya-helps-you-pay-your-
bills-through-chat-apps/ 13
Source https://clevva.com/pressrelease/6-artificial-intelligence-startups-africa-look/#5 Influence with Confidence
Brands will seek to gain trust by using
micro-influencers
In 2019, brands will use influencers in a more intelligent
way by increasing their share of investment in micro-
influencers (experts in a niche topic in a world of
diversity, with lower individual reach but with higher
credibility)
Micro-influencers tend to have a genuine and specific
profile, it will be easier for brands to associate with
them
14Joe has a unique take on football events in South Africa. Shaun has over 163,000 followers and describes himself as an
“Soccer Laduma journalist, travel fanatic and general dog's body,” image consultant, personal shopper and personal stylist.
Crann describes himself on his profile. “[He] is definitely a local style icon and Instagram powerhouse,”
https://www.businessinsider.co.za/these-are-the-top-instagram-influencers-in-south-africa-
right-now-2018-4 15#6 Targeting With Purpose is the Key to Building Strong Brands
In 2019, trust and privacy will be an even
bigger challenge in media
Brands will embrace more sophisticated data sources for smarter
targeting, combined with digital creativity.
Highly publicised data breaches and flaws in privacy mean
consumers are more distrustful than ever, and the introduction of
GDPR means that data is no longer as freely available
There will be more emphasis on attitudinal and contextual
targeting
Mark Henning, Kantar Australia 16Centennials even more insistent on purpose/building trust
17#7 The Video Saga Moves On
Video ads will start to develop their own personality,
rather than being an edit of the TV ad.
Brands can no longer get away with a 30s TV ad, or a 6s cutdown to convey
their message
Advances in technology have also allowed augmented reality to be available
from testing paint colours to seeing how furniture will look in your home to
even news
We need to keep in mind that consumption habits have changed, with younger
audiences consuming more mobile and distractions vying for our attention
by Nicole Jones, Kantar North America
18TikTok is a video sharing platform with a
twist. Videos can be no longer than 15
seconds and they are based on various
themes: music, cooking, travel, dance,
fashion, and so on.
Users create these short videos, use
simple tools to add music and special
effects, and share them on the site.
The most popular clips are high on
entertainment value, with a premium on
instant gratification. TikTok can be
thought of as a video version of
Instagram or Snapchat By the end of 2018, TikTok had more than half a billion active users
(more than Twitter) – around 40% of them outside China“ The only industry
not transformed
by AI will probably “
be hairdressing.
Professor Andrew Ng
20Image AI for digital/mobile ads
6% images 16% images
14% images 25% images
12% images 4% images
24% ambiguous
21In context research
Thank-you Karin.DuChenne@kantar.com @karinduchenne
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