PHD Spain highlights media trends to look out for in 2018
The evolution of the external environment is linked to its screens and the possibility of making communication more personalized and much more local.
Searches and search engine results will be more concise, more personalized and much more visual.
PHD predicts the panorama of conventional media will undergo major changes in the coming months. Here are some of the media trends PHD Spain believes the advertising industry will see in 2018:
- Paid for newspapers may move to weekly publication rather than daily, enabling the reader to consumer the content slowly over the course of a weekend
- Many threats for “linear” radio: Spotify, Smart TV, apps on mobile … all will be appealing to followers of linear radio
- OTTs and on-demand TV services are reaching a wider audience and reducing the live television audience
- The evolution of the external environment is linked to its screens and the possibility of making communication more personalized and much more local, whose results are easily measurable
- In 2020 it is expected that there will be 4 billion people online, mostly via mobile, so the possibility of “targetization”, including individualization of communication, will be in clear development, which is a great opportunity for local advertisers
- The searches, and with them the results offered by the search engines, will be more concise, more personalized and much more visual. Google is not alone, others are fighting to enter its territory
- After the glasses and the clock connected, the rings come – pluggable devices, with microphones, voice options and geolocation
- A sector in development: eSports or eGaming. The brands will land more and more in a sector that includes everything: video, data, behavior, purchases, access to different devices…
PHD has also launched an infographic which takes stock of the end of 2017 in terms of audiences and media consumption. PHD intends to repeat this analysis on a monthly basis to take the pulse of the most relevant data for the advertising sector.