DIGITAL & MEDIA PREDICTIONS 2016MARKETING, TECHNOLOGY AND THE EVOLVING MEDIA MIX

Successful marketing is all about delivering the right content to the right person in the right context. As we enter 2016, Millward Brown weighs in on emerging trends ranging from the complexities of consumer journey marketing and the rapidly evolving media mix to content marketing strategy, and challenges in programmatic buying, where there is a content versus context battle underway.

We've focused on the growing importance for brands to manage context and content in the year ahead. Marketers, who adopt a planning approach that recognizes media channels as a way of distributing content as opposed to a device or a technology, will have the most success in 2016.

While the evolution of new platforms and technologies presents brands with many opportunities, the adoption of these brings a responsibility for advertisers, agencies and media owners to ensure brand building will thrive. We've also addressed declining receptivity to advertising, the risk for brands whose digital content is not well executed, and the marketing wins we will see for those who get it right.

Beyond online and mobile to context-based marketing1 Smart brands will rethink how

to create effective mobile ads2

Header bidding will drive change in programmatic buying3 Connected TV won’t kill

linear TV advertising in 20164

Brands waste billions by failing to adapt video creative across formats5 Content marketing reaches

the C-suite6

Consumer journey-centric marketing will unite sales and media planning7

Beyond online and mobile to context-based marketing

In 2016, smart marketers will adopt more sophisticated online and mobile media plans to improve synergies across the overall media mix.

1Advertising won’t work in the same way across media moments as diverse as these, even if the same creative formats are used. The media context remains a key part of the message.

All digital communications allow easy interaction, but in many of their most powerful and involved online or mobile media moments, people are not inclined to “engage” or interact with a brand at that moment. Yet these moments still provide powerful opportunities for brands to communicate with consumers. Even in digital advertising, the lack of immediate interaction doesn’t mean lack of brand impact.

People may be more open to interacting with brands online while using search, reading reviews or visiting retail sites but this doesn’t mean this is where a brand’s full digital media budget should be invested. This will not maximize business performance.

Across both digital and traditional media, brands maximize performance by building consumers’ predisposition toward their brand, and by efficiently harvesting response from those who have been persuaded. These different digital forms can do both, but some will be better used for the former and some for the latter. Brands should do both.

People have always consumed media with different mind-sets and moods dependent on the content. This is why newspapers and magazines are treated as two separate media, though both are text and images on paper.

Today the media world has evolved through digital. We now have social media, search, online video, streaming music services, gaming, and diverse forms of text and image based content sites. From a consumer’s perspective these are not one uniform medium. Each content form plays a distinct role in people’s lives and they have very different mindsets and moods while consuming them.

In this context, the best digital marketers will recognize that online and mobile are not consumer “media” – they are technological platforms that distribute a variety of diverse new media forms. Many forms have parallels in the traditional media world, e.g., news sites and newspapers. Others such as social media and search are altogether new.

These diverse forms are not all lean forward, task-focused activities. Many offer more lean back moments. Online provides just as much escapism and distraction as traditional media ever has. Everyone who has a smartphone or a tablet knows that for every shopping related action taken there are multiple moments of seeking gratification and diversion unrelated to buying things.

Beyond online and mobile to context-based marketing (continued)

1Until recently such sophisticated digital marketing was not in play, but this is rapidly changing. Throughout 2016 and beyond, more brand marketers will move away from viewing online and mobile as an undifferentiated single form of media. Instead, they’ll work across a media mix that more accurately reflects the diverse media content forms delivered through these platforms. These marketers will be far more successful.

#gettingmediaright: understand that online and mobile consist of multiple granular contexts; adapt digital content accordingly

Treating online and mobile like uniform media has led to an over reliance on behavioral metrics such as clicks, visits and interactions. These provide a narrow view of online and mobile as purely behavioral response channels. This overlooks the full potential of these platforms as brand building and demand-driving communication channels.

The best digital marketers recognize the different contexts of the diverse types of digital content. They know that one size fits all media mix planning is no more appropriate within the digital mix than it is across the wider mix. Effective digital marketers will take a trick out of the old media world’s playbook and identify the most relevant digital environments to deliver against their brand’s objectives. They will assign each form different roles and integrate them with the wider non digital mix, so that everything works synergistically to maximize the impact of marketing on brand performance.

Today’s media mix is not simply TV, Magazines, Radio, OOH, Online, and Mobile. Online video content, news and information sites, special interest content sites, social media, gaming, online retail, review platforms, and search are all distinct elements within the new media mix.

With more than 20 years of brand marketing experience, James has an expert understanding of how to leverage media and digital investments to grow brands, and drive marketing ROI.

James GalpinHead of Media & Digital, Millward Brown LATAM

Smart brands will rethink how to create effective mobile ads

Mobile presents a massive opportunity for marketers to reach consumers in exciting new ways, but receptivity and creative challenges lie ahead.

2A good example is Heineken’s @wherenext campaign, which targeted young males and addressed their fear of missing out (FOMO) by directing them to activities and places of interest using a real-time Twitter-based service.

Social platforms, increasingly accessed by mobile, will continue to emerge, including native mobile social networks still on the rise like Vine, Instagram, and Snapchat. After initial experimentation, many brands are now making the most of what these platforms have to offer.

Marketers will extend their boundaries and evolve this further in 2016. For example, brands like Lowe’s are making great use of the Vine platform by stitching micro videos into a wider brand narrative and playing with tap-to-stop technology. It will be interesting to see how brands continue to use this in the upcoming year.

Many of these platforms also now offer paid advertising, which brings with it new opportunities but also creative challenges. We’re seeing this with Snapchat and the shift from horizontal to vertical video ads. Brands will need to consider their presence on this platform carefully, rethink their advertising, and test its effectiveness. Live streaming apps like Periscope are also enhancing this new way of creating and watching video. In 2016 brands will experiment with broadcasting their own content, although on a smaller scale.

Consumers are rarely without their always-on mobile phones – using them throughout the day to communicate and view content. Millward Brown’s recent AdReaction Video study found that multiscreen users spent over half (52%) of their screen time on mobile devices. Screen time will only increase as smartphones have bigger and better displays, with faster connection speeds, making it easy for consumers to watch high-quality video content wherever and whenever they want to. Following this trend, marketers will spend higher proportions of their media budgets on mobile initiatives in 2016, with mobile video being a main growth driver.

The most advanced brands will use technology in innovative ways in order to reach consumers and build long-term relationships with them. Many brands are embracing interactivity and initiating a dialogue with consumers via mobile, making it a key instrument for meaningful engagement. Fast moving technologies like augmented reality and the Internet of Things offer new opportunities for brands, and we’ll see more marketers creating campaigns that use these technologies. But it will be a smaller group of brands dipping their toes in the water. It will be essential for brands to build on their core values and, at the same time, represent a real utility for people.

Digital and mobile advancements have enabled consumers to attain almost anything they want wherever and whenever they want it. In 2016 the smartest brands will embrace this growing impatience by delivering real-time gratification.

Smart brands will rethink how to create effective mobile ads (continued)

2outdoor sites around the world. Location data has also enabled one brand to augment its advertising frequency by identifying consumers who have been exposed to OOH messages and following this up with digital media.”

Mobile offers a huge opportunity for brands, but marketers need to choose wisely from the wide range of possible ways of addressing their audience, making sure it’s relevant to their brand. To succeed in this channel, and avoid mistakes in execution, previously made in online channels, marketers must consider mobile-adapted executions much earlier in the creative development process to ensure their ads deliver the desired effect.

#gettingmediaright: as people spend more time on mobile devices, increase spend on relevant, skippable contexts and be sure content is tailored to audience and device

In general, brands will invest more on mobile advertising – especially mobile video ads. We know that, when well executed, mobile ads are highly effective and are two to four times more impactful than online ads in driving brand metrics. However, receptivity toward advertising on digital, and especially on mobile devices, is lower than on TV (source: AdReaction Video), so brands need to be mindful of how they address their audiences on mobile. We also see that the performance of mobile ads varies widely. Many brands are making big mistakes with execution. The gap between best and worst performing campaigns will continue to widen as the medium comes of age. If brands don’t think more carefully about the creative development for mobile and pretest their mobile ads, they will potentially miss an opportunity, or even worse, negatively impact their brand. Furthermore, while developing mobile creative, marketers also need to think about the role mobile plays in integrated multi-channel campaigns.

Steffen Krabbenhøft, Head of Mobile EMEA at Mediacom, believes, “mobile is moving beyond being a standalone channel, but is becoming the glue that links everything that we do. Mobile is now the new planning currency, a powerful channel that increases our understanding of consumers and helps their cross-media targeting. For example geo-location data is transforming the way Mediacom delivers messaging and understands consumer behavior for a number of their clients. When evaluating the effectiveness of OOH advertising, the use of heat map data has enabled the agency to understand dwell times and engagement levels around

As Brand Manager for Media & Digital in Europe, Ariane is an expert in measuring multimedia, digital and mobile campaign effectiveness and helping marketers to grow their brands.

Ariane LängsfeldBrand Manager Media & Digital, Millward Brown Europe

Header bidding will drive change in programmatic buying

Industry interest in the efficiencies of header bidding will create complexity for the adoption of ad viewability in programmatic buying.

3The current MRC standard is broadly supported but still not universally accepted, and innovative players are pushing for more flexibility. Reliability also remains an issue, according to the Interactive Advertising Bureau’s (IAB) 2015 State of Viewability. Viewability measurement observed by publishers varies as much as 30 to 40 percent.

Reaching a consensus on a common definition will be critical to stabilize measurement, but it won’t be enough. Common implementation workflows need to be established so tracking and coverage can be executed universally. This will force consolidation and conversion of existing viewability providers into embedded technology, powering viewability metrics as part of third party ad serving reports.

Header bidding complicates harmonizing vCPMs

vCPMs will transform the threshold for what constitutes a paid impression. But its effects will ripple much further, setting a new standard for digital media pricing and impacting how advertisers buy programmatically. Time will tell if the programmatic space as a whole decides to deal with the concept of vCPMs (or chooses to ignore it). Header bidding is now making vCPM implementation even trickier in the programmatic space.

In 2015, the major players in digital advertising adopted the viewable CPM (vCPM), which meant advertisers would pay only for viewable impressions, rather than all impressions served.

Header bidding, or pre-bid technology, is the latest trend in programmatic buying. vCPMs need to find meaning in this context. The efficiencies of header bidding will create a tidal wave of change across the digital marketing landscape.

In April 2014, the Media Ratings Council (MRC) set a standard for viewability, stating an ad had to be in view for at least one second to be deemed viewable. This caught the attention of the media industry and major advertisers like Unilever, who stated they would buy only 100% viewable ads.

Platforms quickly followed suit. In February, Facebook announced that advertisers would only pay for viewable impressions. In June, Twitter introduced video ads with 100% viewability, and in November, Alphabet’s Google announced its adoption of viewable ads on the Google Display Network.

Weight of change

As adoption of viewable impressions migrates to smaller publishers and platforms, the industry is being pressed to come together and agree on a more specific definition of viewability.

Header bidding will drive change in programmatic buying (continued)

3These commitments and closer relationships will be based on the general viewability assessment of each publisher. Finding the right balance and formula for success when it comes to viewability in the programmatic environment will demand greater effort and collaboration between all industry players this year.

#gettingmediaright: measure whether the context benefits of programmatic header bidding outweigh the chance of your content not always being fully viewed

Header bidding primarily benefits the buy-side by letting them see the impression before the page loads. This allows buyers to submit bids knowing the specific page on a site where the ads will appear, and the target audience who will visit the page. Prior to header bidding, publishers could afford to offer advertisers the “courtesy” of not pay-ing for non-viewable impressions. Publishers now benefit because they’re in a position to regain some control and generate more revenue from their ad inventory. Publish-ers will form more partnerships with third party ad tech services in 2016 to achieve greater efficiencies, and not leave money on the table.

Header bidding on the buy-side/demand-side platforms (DSPs)

With all of the advantages of header bidding, what’s there to lose? Header bidding will force change in how advertisers, agencies and publishers transact. Implementation is cumbersome, and there’s a risk of low-er viewability if there are too many ad tags in the header. Ad tags will need to be limited to avoid latency in page load time. Users will abandon a page if it’s too slow.

This alone will drive more selective partnerships that will come with dollar commitments and appropriate technology, since tags in the header will be limited. Smaller players will also be left out in the cold because they won’t be able to compete with their larger counterparts. In 2016, we’ll see more sell-side players acquiring DSPs to guarantee a position in the header bidding process.

Georgi leads product innovation and provides consulting leadership to Millward Brown clients. He has over 10 years of industry experience in targeting, addressable advertising, programmatic audience buying and ROI measurement.

Georgi GeorgievSenior Vice President, Media Analytics, Millward Brown Digital

Connected TV won’t kill linear TV advertising in 2016

Advertisers are entering an era of precise targeting and subscription-funded viewing platforms.

4Ad-free models

In a world where ad avoidance continues to grow, some platforms will offer ad-free services and rely solely on revenue from downloads and subscriptions. Others will continue to experiment with models that offer a balance of advertising and subscription.

Business as usual in 2016

We predict significant barriers will make the scenarios above unlikely in the next year. Until recently, traditional TV advertising hasn’t had to compete with digital ad dollars. Ad budgets will remain modest in 2016. Forty-six percent of advertisers say they allocate one percent or less of their total TV advertising spend to connected TV. Mass reach will continue to be the key selling point for linear TV advertising.

Precision targeting is another challenge for advertisers to overcome because it exacerbates the increasing annoyance we hear about from consumers who feel like they’re being stalked by advertisers. Even though connected TV provides more choice, viewers will still gravitate to their favorite content curators, which will certainly include linear TV.

Will the explosive growth of connected TV mark the end of TV advertising as we know it, or will it be business as usual in 2016?

Connected TV (or Smart TV) offers on-demand viewing alongside linear (live) TV. This technology “mash-up” isn’t the optimal experience that it should be, and it’s often considered the most complicated technology in the home.

It’s only a matter of time before connected TV takes over the television viewing experience: According to Digital TV Research, more than 759 million televisions will be connected to the Internet globally by 2018. The way people consume content (more choice) and the way TV advertising will be delivered will change dramatically.

Connected TV opens the door for more on-demand content, better targeting (through addressable TV advertising), and ad-free platforms. As TV viewing shifts, advertising dollars will follow. Will this mean an inevitable decline in the quality of advertising-subsidized content on linear TV, and subsequently the greater loss of viewers?

Precision targeting

Addressable TV advertising will reduce ad waste for marketers by delivering ads only to the most relevant households. It will also offer smaller local brands the opportunity to run ads on TV. Keep in mind that connected TV platforms tend to skew toward the millennial market.

Connected TV won’t kill linear TV advertising in 2016 (continued)

#gettingmediaright: understanding how people adopt and adapt to connected TV will inform future advertising opportunities

There are other challenges to tackle as well: Current audience measurement models don’t work well with addressable TV advertising; there’s a lack of inventory available from platform providers, and receptivity to online advertising remains low. People are still more receptive to ads on live TV.

In summary, connected TV doesn’t pose a threat to traditional advertising models today and likely won’t in 2016, but this year will mark a turning point in video con-tent viewing that will represent real implications for the future of TV advertising.

John is responsible for growing Millward Brown’s media effectiveness business by providing expert media consultancy to clients, and improving tools and approaches across both traditional and new media opportunities. He has 30 years of research experience gained in advertiser, media agency and research agency roles.

John Svendsen SVP, Global Brand Director – Media, Millward Brown

4

Brands waste billions by failing to adapt video creative across formats

Brands will invest more heavily in online – especially mobile video advertising in 2016, but many will fail to adapt their content for different ad formats.

5According to Pierre Chappaz, CEO of online video advertising platform, Teads, “Ad blockers are send-ing a clear message; users can’t stand formats which block navigation any more. People hate interstitials and non-skippable pre-rolls.” Millward Brown’s recent AdReaction Video study also found this to be true. Skippable video was preferred globally over non-skippable formats. China is the one exception where the industry will continue using multiple non-skippable pre-rolls ahead of video content – prioritizing monetization over user experience.

With the shift to mobile, more brands will use shorter video lengths and continue to experiment with micro video formats. We’ll see this more in the US, where services like Vine are most popular. We will also see continued growth in the use of square video, vertical video and live streaming services being popularized by providers like Instagram, Snapchat, Periscope and Facebook’s new live video service.

In addition to advertisers being spoiled by format choice, they can now also choose how they want to pay for placement. Media can be bought on the basis of cost per impression (CPM), just after the video starts playing; cost per view (CPV), after approximately 10 seconds of viewing, or by cost per completed view (CPCV), when the full ad or at least 30 seconds has played.

Online video advertising will be the fastest growing ad format in 2016, driven by the increase in video consumption on mobile devices. Zenith Optimedia estimates that global online video ad spend totaled US$10.9bn in 2014, and they forecast it will grow at an average of 29% a year to reach US$23.3bn in 2017. GroupM predicts particularly strong shifts from TV to online video spend in the US, China, and Japan, in its This Year Next Year report

Millward Brown Cross Media study simulators consistently show that online video is a cost efficient way to extend reach and effectiveness beyond TV, especially among light TV viewers. Many media agencies now use multimedia optimizers, which often recommend increasing online video spend. In markets like South East Asia, where online video is less expensive than TV and online targeting capabilities are less sophisticated, these optimizers may even recommend using online video for the “first mile” of broad reach coverage. TV then becomes the more targeted supplementary media aimed at reaching offline and light online users.

Mobile will soon account for the majority of online video traffic. The rapid shift to mobile is having a major impact on existing advertising formats and the business models behind them. Skippable and reward-based formats will flourish in 2016.

Brands waste billions by failing to adapt video creative across formats (cont’d)

5#gettingmediaright: adapting video content to different contexts makes people much more receptive

Innovation in online video funding models will continue going forward. Facebook offers both CPM and CPV, YouTube’s TrueView format offers CPCV, and other providers, like Teads, offer all three buying approaches.

The challenge with all this media choice is that brands will struggle to align their creative assets appropriately. Advertisers are talking about the need to adapt creative content by format, but we see much less evidence of this happening consistently. A high proportion of online videos are still repurposed TV spots that haven’t been tested for online readiness. In the online space, generating intrigue, skip resistance and branded impact in the first 2, 5 or 10 seconds are three very different structural creative challenges. Advertisers should stop thinking about one 30-second video ad and focus on 30 one-second intervals where they can engage or lose viewers.

Brands need to feed media format and buying decisions into the early creative briefing process or they’ll continue to fail on simple fundamental tests, such as whether the brand will be visible on a mobile screen. While we hope this prediction is proven wrong, we believe brands that fail to adapt content across formats will waste a significant amount of their media budget. Advertisers who embrace the new creative and logistical challenges have a real opportunity to maximize investment, differentiate themselves from competitors, and grow their brands.

Duncan has been conducting digital research since 1997 and is currently responsible for growing the company’s global digital effectiveness business.

Duncan SouthgateGlobal Brand Director – Digital, Millward Brown

Content marketing reaches the C-suite

More brands are becoming content creators. As marketing moves from disruption to attraction, content marketing will move up the corporate agenda in 2016.

6Virtual Reality (VR) content is also poised to take off in 2016, with the emergence of VR mobile-enabled devices. But content marketing is different from broadcast in that it’s low reach, highly targeted and in-depth.

To develop a solid content strategy, marketers need to identify the objective: To enhance brand perception or to reach a new audience? In the era of ad blocking and crude targeting on traditional media, is content marketing the Holy Grail – a millennial-focused communication strategy?

Patrick Hourihan of Yahoo thinks that content can have a positive impact on brand perceptions. Yahoo-owned Tumblr certainly has its fair share of fans: Nescafé recently ditched its brand site portfolio in favor of a Tumblr presence.

Hourihan says, “Content is driving new levels of engagement for advertisers, but the challenge is how to do it well. Yahoo’s research suggests that the key driver for delivering content that consumers respond to is to make sure it inspires them; a huge opportunity, as it’s something that every brand can look to own.”

Content marketing is distributed as native editorial. It often appears in-stream, and is a form of native advertising, but it’s not bought as a paid-for ad. With the number of social and publisher platforms available today, brands have many new ways to connect with and engage their audience. The implications for brands are significant, but how do marketers develop a strong marketing content strategy, produce and deliver the content, and measure it?

In the UK, content and native marketing accounted for about a quarter of online display ad spend in 2015, according to the Interactive Advertising Bureau (IAB). A recent SmartInsights European report says that 97% of marketers believe in the power of content marketing, but 71% think they’re doing it poorly, and 71% say it’s difficult to measure.

In 2016 more brands will become multimedia content creators, and there’s a rapidly emerging ecosystem to support them, including advertising, media, social, and content agencies, publishers like Wired and Guardian Labs, and social media platforms like Tumblr and Snapchat.

Relevant and engaging content can go further than other forms of marketing. The potential for engaging consumers in real time, like Burberry does on Snapchat, is enormous.

Content marketing reaches the C-suite (continued)

6#gettingmediaright: aim to inspire with tangible, rewarding branded content via trustworthy publisher contexts to ensure it delivers ROI despite reaching less people

Content marketing needs to offer something tangible to be successful. Brands that offer captivating stories will attract an audience, but the content must be appropriate for the brand. To be authentic and credible on a publisher platform, it’s best for the advertiser brand to fall into the same format as the platform. But there are exceptions: The Red Bull “space jump” was a compelling story that was heavily branded.

Marketers will need to justify increased investment in publisher partnerships and in-house and external content teams to their Boards. Companies like Unilever are developing strategies for content and measuring brand impact. Millward Brown recently compared the effectiveness of TV, online video and display ads with expert vlogger content. The vlogger content was found to be more relevant, enjoyable and motivational.

In 2016 marketers will continue to build a future where brands engage with customers most heavily through content, but they will need to measure the return on investment.

Jane has a love for digital and media. She has led digital divisions in media agencies, creative agencies, worked as a marketer at Digital UK and Digital Radio UK, and joined Millward Brown to manage Media & Digital, and BrandZ.

Jane OstlerSector Managing Director, Media & Digital, Millward Brown UK

Consumer journey-centric marketing will unite sales and media planning

New, digitally enabled maps of the consumer journey will allow marketing practitioners to unify their teams and meet both sales and brand-building goals.

7pivot, and it’s backed up every day by consumer behaviors – it is about them, first. Brands that get it are going to be welcomed with open arms into very meaningful, authentic conversation.”

Consumers, retailers and media owners continue to adopt new behaviors and business practices in response to digital advances, blurring the lines between traditionally disparate sales and media touchpoints that exist across the consumer journey.

Consumer journeys are device and channel agnostic

Technology enables consumers to seek products, content and experiences when they want it through whatever means best suits them given the present moment and cir-cumstances. Millward Brown’s extensive research demon-strates how consistent brand messaging across different mediums allows traditional media to amplify the impact of digital assets. Similarly, consumers don’t distinguish be-tween sales and media touchpoints, but well-coordinated efforts across both contribute synergistically to the brand experience and sales.

Marketers have embraced the concept of creating seamless and rewarding brand experiences along the consumer journey, but the complexities of coordinating across the multitude of retailer and media touchpoints that exist today make Consumer Journey Marketing difficult to put into practice. One key challenge to resolve is that this change is virtually impossible to enact within the confines of traditional marketing practices. The opportunity for progress exists among marketers who take advantage of shifting industry dynamics and re-invent their approaches to marketing planning and execution.

As Eva Smith, Partner Marketing at Pinterest, reminds us, “Consumers are changing in response to all the different devices and information they have access to – they have completely different expectations than they used to have.” Smith goes on to say, “You have to ask yourself as a marketer, how do I anticipate those consumer needs and how do I organically intercept the consumer? How do I position my brand not just as something that is off the shelf, but as a solution for the consumer?”

From an agency perspective, Lincoln Bjorkman, Chief Creative Officer at Wunderman, says, “Consumers are much more in the driver seat now, and they’re saying, ‘How are you going to be relevant?’ It’s just a big, huge

Consumer journey-centric marketing will unite sales and media planning (cont’d)

7The current landscape is complex but full of opportunity according to Marie Wolfe, Global Director of Research Innovation at Unilever. Wolfe tells us, “There are probably 200+ channels within digital alone and within each channel there are different best practices, different consumer mindsets, and different ways to reach and engage with consumers.” She also admits, “If you really acknowledge this complexity it’s quite scary, but there’s a huge opportunity to get all the different sub channels within digital right.”

#gettingmediaright: map marketing contexts to an integrated consumer journey so that sales and brand building content complement rather than compete with each other

E-commerce allows retailers to capitalize on both sales and media as revenue streams

Following the lead of digital pure-plays like Amazon, brick and mortar retailers now sell media on their e-commerce sites. The strongest retailers leverage their negotiating power in-store to drive media revenue from advertisers online.

Ad creative pushes beyond brand messaging into overt selling

Traditional, one-way communication channels are giving way to new, two-way media platforms that directly connect ad content to purchase opportunities.

In the same way that touchpoint integration provides new opportunities to consumers, retailers and media owners, marketers can also optimize Consumer Journey Marketing efforts by re-inventing the way they plan, invest and optimize across all touchpoints. An integrated sales and media planning lens is the key to developing the seamless brand experience marketers need to drive brand, market share and sales outcomes.

As Head of Millward Brown Digital’s Intelligence Solutions, Margaret’s expertise lies in helping marketers strengthen consumer relationships by connecting data across different touchpoints to understand the consumer decision journey.

Margaret HungSVP, Consumer Dynamics Solutions & Strategy, Millward Brown Digital

Georgi leads product innovation and provides consulting leadership to Millward Brown clients. He has over 10 years of industry experience in targeting, addressable advertising, programmatic audience buying and ROI measurement.

Georgi GeorgievSenior Vice President, Media Analytics, Millward Brown Digital

The digital & media predictions bring together the latest thinking of Millward Brown digital & media experts from around the world.

With more than 20 years of brand marketing experience, James has an expert understanding of how to leverage media and digital investments to grow brands, and drive marketing ROI.

James GalpinHead of Media & Digital, Millward Brown LATAM

1 Beyond online and mobile to context-based marketing

As Brand Manager for Media & Digital in Europe, Ariane is an expert in measuring multimedia, digital and mobile campaign effectiveness and helping marketers to grow their brands.

Ariane LängsfeldBrand Manager Media & Digital, Millward Brown Europe

2 Smart brands will rethink how to create effective mobile ads

3 Header bidding will drive change in programmatic buying

As Head of Millward Brown Digital’s Intelligence Solutions, Margaret’s expertise lies in helping marketers strengthen consumer relationships by connecting data across different touchpoints to understand the consumer decision journey.

Margaret HungSVP, Consumer Dynamics Solutions & Strategy, Millward Brown Digital

Jane has a love for digital and media. She has led digital divisions in media agencies, creative agencies, worked as a marketer at Digital UK and Digital Radio UK, and joined Millward Brown to manage Media & Digital, and BrandZ.

Jane OstlerSector Managing Director, Media & Digital, Millward Brown UK

Duncan has been conducting digital research since 1997 and is currently responsible for growing the company’s global digital effectiveness business.

Duncan SouthgateGlobal Brand Director – Digital, Millward Brown

John is responsible for growing Millward Brown’s media effectiveness business by providing expert media consultancy to clients, and improving tools and approaches across both traditional and new media opportunities. He has 30 years of research experience gained in advertiser, media agency and research agency roles.

John Svendsen SVP, Global Brand Director – Media, Millward Brown

4 Connected TV won’t kill linear TV advertising in 2016

5 Brands waste billions by failing to adapt video creative across formats

6 Content marketing reaches the C-suite

7 Consumer journey-centric marketing will unite sales and media planning

For more information, visit www.millwardbrown.com