A quick top-line overview of Ten Media/Advertising Trends for 2020 - a mixed bag I've gathered from Media Agencies, Owners, Research Firms, etc, with some of my views/comments and handy links at the end! 1) Positive/Increase in Ad Spend in 2020 2) Social Media Ad Spend 3) 'Back to Basics' Approach to Advertising 4) TV 5) Sound 6) Programmatic Out-of-Home 7) Privacy & 'Cookie Crumbling' 8) 'Superapps' 9) eSports 10) Pinterest100

1. Ten 2020 Media/Advertising
Trends/Predictions in Ten Minutes

2. Reasons to be cheerful…?

3. Social Media
• Google and Facebook (the ‘Duopoly’) Ad
revenue is set to still take 60%+ of all
global Digital Ad spend – potentially more
as US Presidential Election looms
• Amazon increasing their efforts & (slowly)
chipping away at Google Search budgets
(especially for e-commerce)
• Stories have now become ‘unstoppable’ –
all platforms are now running them,
advertisers continually seeing high
CTR/engagement from them vs. static
images
• TikTok vs. Snapchat - Expanding Ad
offerings for Advertisers to target Younger
Audiences

4. ‘Back to basics’ approach
• More long-term/brand-building
solutions – TV, Sponsored Editorial,
Events – to more considered and
applied compared to ‘short-
termism’ of smaller campaigns
• ‘Traditional’ Media options are
being renewed with better
targeting, measurement, and
personalized creative options, than
ever before

5. The Return of TV
• Increase of SVOD (Subscription-On-
Demand Services) – Disney+, HBOMax, etc
and other minor companies mean more
people are watching TV than ever
• Ways to target TV audiences totally
different than years ago – geo, etc –
maybe including potential of layering 1st-
party audience data to this as well
• Some companies actively moving away
from TV to VOD channels, possibly set to
continue through 2020

6. Sound
• As above, ‘Traditional’ Media options
are being renewed – Sound targeting,
measurement, and personalized
creative options, than ever before
(Spotify now offering Podcast Ads into
shows in real-time w/Digital targeting)
• Confidence/Positive outlook with
Sound Ads increasing as more people
own
SmartSpeakers/Assistants/listening
more to streaming services, etc and –
as such more Ad spend is predicted to
be spent on Audio in 2020
• 2020 described as a ‘make-or-break’
year for Audio Ads

7. Out-of-Home Goes Programmatic
• 2020 could be the year that PG OOH
happens as more data features, audience
measurement, and location-based
targeting are more available for OOH
• Especially as more and more Outdoor Ad
spaces are becoming more Digitised than
ever before, the ‘2-week’ posting cycles of
the past are gone – and abundance of
Video Ad Content available
• Much more Creative/Tech opportunities in
this space to align more with Digital – e.g.
Holland Park Roundabout using ‘Vehicle
Detection Technology’, Trainline using AR-
targeted Billboards
Programmatic =
Automated
Buying/Selling of
Ads

8. Digital Ad Targeting ‘Cookie Crumbling’ &
Privacy
• 3rd-Party tracking – used by Advertisers, their
Agencies, Publishers, etc – to track effectiveness of
Ads, as well as capture Browser Behavior/Audience
Measurement – is slowly being limited
• Apple & Firefox already taking significant steps to
increase user Privacy, especially around location
data/tracking, ‘people disconnecting for purpose’
• 2019 saw less focus on specific granular targeting,
more on context/content focused targeting – due to
increase now that CCPA is now in effect in 2020
• Publishers now gathering as much 1st-Party Data
available as possible to position themselves as USPs
to Advertisers

9. The Rise of ‘Superapps’ in Europe & US
• Single Apps being used for
everything – Shopping, Info,
Payments, etc – e.g. Facebook trying
to launch their own Payment
platform, WhatsApp adding Payment
options, Instagram offering ‘Buy
Now’ on Ads, etc
• More ‘phone-first’ Services e.g
Monzo, Starling Bank, etc
• Snapchat - Messaging/AR
• Wearable Tech due to be on the rise
again in 2020

10. • Amazon-owned Twitch own a majority of
this space – 1.2 million in the UK alone -
followed by Microsoft (Mixer), then
YouTube and Facebook (Watch) all trying
to get involved
• Multi-million $ deals to pull the
Gamers/Streamers with biggest followers
to become exclusives
• Advertising, Sponsorships & Partnerships
due to climb from $696 million in 2017 to
$1.49 billion by 2020
eSports

11. The Pinterest100
• The Top Pinterest Trends of 2020 – based on recent searches and pinned content
– three of the main ones…
The Pintrest100 - http://pmpov.com/publicis-media-leaders-forecast-2020-trends/

12. Mediacom – What Will be The Next Big Thing in 2020 -
https://www.mediacom.com/en/think/blog/2019/what-will-be-the-next-big-thing-in-2020
Mediatel TheYearAhead - https://www.youtube.com/watch?v=Hac6DZSViTw
The Verge – Spotify - https://www.theverge.com/2020/1/8/21056336/spotify-streaming-ad-insertion-
technology-ces-launch
Kantar – Media Predictions - https://kantar.turtl.co/story/mediapredictions/
The Drum – 2020 Social Media Predictions Explained – https://www.thedrum.com/opinion/2019/12/19/social-
media-2020-top-five-predictions-explained
The Drum – Top Media Trends - https://www.thedrum.com/news/2019/12/03/top-media-trends-could-shape-
the-2020s-streaming-wars-esports-and-smart-speakers
ExchangeWire – DOOH Media Predictions - https://www.exchangewire.com/blog/2019/11/27/predictions-
2020-digital-out-of-home-dooh/
Publicis – Media Leaders 2020 Forecast - http://pmpov.com/publicis-media-leaders-forecast-2020-trends/
IAB UK – DOOH Advertising Views via Kinetic - https://www.iabuk.com/research/views-industry-dooh-advertising
Digiday - Apple’s new privacy features have further rattled the location-based ad market -
https://digiday.com/marketing/apples-new-privacy-features-rattle-location-based-ad-market/
Zenith - https://www.zenithmedia.com/global-advertisers-will-increase-adspend-by-4-3-in-2020/
eMarketer - https://www.emarketer.com/content/facebook-google-duopoly-won-t-crack-this-year
AdAge – Are you Game? - https://adage.com/article/news/e-sports/308447
Bloomberg – How Ninja Set Off an ‘All-Out Talent War’ in Video Gaming -
https://www.bloomberg.com/news/features/2019-12-20/ninja-shroud-and-lirik-set-off-talent-war-between-twitch-mixer
SOURCES/USEFUL LINKS