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An analysis by Filmora “Social Media Trends That Will Take Over 2018”, highlights that in this year’s advertising ecosystem video and emerging technologies such as bots and Augmented Reality will be the main protagonists. But, also other trends such as marketing with influences is gaining strength thanks to the increasingly important Generation Z and the great use of social networks.
In addition, advertising on other devices such as connected televisions will gain prominence in Europe, especially in the United Kingdom and, Spain will be the third largest European country with the largest growth in connected TV-oriented advertising revenue in the next year, according to the study “The Connected TV Advertising Opportunity in Europe” carried out by the SpotX platform and the consulting firm MTM.
Filmora emphasizes that Artificial Intelligence will play a key role in consumer loyalty. Currently 12 billion active bots on Facebook Messenger per month, and% estimates that 30 of the conversations users have during this year is through a chatbot.
Another technology that cannot be left behind is Augmented Reality, which has managed to take advantage of Virtual Reality in the marketing and advertising industry.
We are already talking about “Augmented Commerce”, the fusion between ecommerce and augmented reality. Thanks to the popularity of this technology and devices such as tablets and Smartphones that are increasingly part of the buying processes of more users this trend will be settling in the coming years.
Big companies like Google and Facebook are working on this trend. And Amazon has recently launched its AR View app available on iOS devices that allows augmented reality to view different products.
Audiovisual content is vital for marketing and business advertising, so much so that 87% of the advertising campaigns are based on video. This format is important, especially if it is framed within social networks, since these platforms drive video especially.
In fact, 80% of global internet traffic will be attributed to video in 2020 and 90% of shared content will be in this format.
On the other hand, Filmora has also analyzed the growth of live streaming, which has been on the rise since the last few years and this growth will be even greater, as the market expects to move $70.5 billion in 2021.
So much so, that Facebook Live has a viewing percentage three times higher than standard videos. This popularity is because a considerable percentage of users (80%) recognize that they like to watch videos of their favorite brands live.
Alongside this trend, ephemeral content, popularized by platforms such as Snapchat and Instagram, is also reinforced. According to the company, the frequency of use of this content will double in 2018.
According to Filmora’s analysis, Generation Z is transforming the marketing and advertising ecosystem, as brands are starting to focus on them more than other generations. They are characterized by the massive use of social networks, especially YouTube, which is used by 31% of those belonging to that generation. The second most popular app is Instagram (24%), followed by SnapChat (14%).
Considering that 49% of Instagram users trust influencers’ recommendations, this makes influencer marketing increasing and positively ratinged by brands (94% sees this tool as effective ).
In addition, according to a study conducted by Linqia a 52% of the companies intend to use these tools, and even use several influencers in a campaign. In addition, the 44% believes that this could improve the brand’s performance on different channels and a 36% states that it would improve sales of eCommerce products.
In the face of this, more than half of the companies (60%) will bet on this type of marketing and even a 39% will increase the budget for marketing with influencers.
Among the strategies they will use this year, a 29% states that they intend to make contracts with influencers to be the ambassadors of their brand, a 32% is not interested in specific campaigns, but prefers that influencers are active 15% will integrate them into your CRM.
But, they are also concerned about determining marketing ROI with influencers (76%). And, when it comes to including social media in their strategy, they fear that social media algorithms will make it difficult to see (42%) and also a 35% recognizes that time spent managing this type of marketing can sometimes prove complicated and a problem.
By platform, the mobile will gain prominence. For starters, the number of Smartphone users worldwide will increase from 2292.5 million in 2017 to 2659.4 million in 2019.
In addition, Us users consult social networks more on mobile than on the computer, with a considerable difference, reaching the total on Snapchat and almost on Instagram (98%) and only surpassing the use of the computer on LinkedIn (74%), TumbIr (54%) and Youtube (60%). Facebook 68% sees it through your Smartphone, Twitter 86% and Pinterest a 92% choosing to view it through your smartphone.
In addition, brands are also trying to enter messaging platforms. Included here is the “Dark Social”, i.e. emails, messaging apps like Whatsapp (the most popular worldwide, with 1.3 billion users), Facebook Messenger (1.2 billion users), WeChat (889 million users), QQ (868 million), Snapchat ( 255 million users), etc.
In “Dark Social” brands cannot control links and information that is shared or know how they have reached consumers. This is a 69% of everything that is shared in the world, especially in Europe whose percentage is higher than that of North America (77% and 59%, respectively).
In the face of this scenario, it is not surprising that there is more and more mobile content. In addition, according to the annual Report of the Digital Content sector in Spain, developed by the National Observatory of Telecommunications and the Information Society (ONTSI), Spaniards use the Smartphone as the main avenue to consume digital content (80.9%).
Although, it is true that in audiovisual content, connected television (62%) and laptop specifically (43,8%) are the most commonly used.
According to SpotX, Spain will be at European level the country that will have the largest growth in connected TV advertising revenue in the coming years. In fact, advertising on that platform will increase with a compound annual growth rate (CAGR) of 24% in the period 2017 to 2020, reaching approximately EUR 105 million by 2020.
According to SpotX, connected television in Spain had a lower penetration than the European average during 2016 (28%), but growth is expected to reach 50% by 2020.
Léon Siotis, CEO of SpotX for the UK and Southern Europe explains: “We see that the demand for advertising on connected television exceeds what is offered in Spain. Advertisers and global agencies, including P&G and Nestlé, want to reach their audiences in the screen environment along with premium TV content. Events, like next year’s World Cup, are encouraging Spanish consumers to invest in Smart TV, Amazon Fire Sticks and Google Chromecast and advertisers want to be able to buy this inventory.”
In fact, there is a growing demand for both advertisers and agencies targeted to this new trend. In addition, Spanish broadcasters are aware of this trend: Atresmedia and Mediaset that account for 85% of advertising in Spain plan to focus on connected television advertising.
Nick Thomas, Associate Director of MTM, adds: “Investment in connected TV solutions from major FTA stations such as Atresmedia and Mediaset will be critical to the broader growth of connected television advertising in Spain. Broadband infrastructure is up and running and once popular local content is available through new technologies, we predict that audiences will migrate to Video-On-Demand so they can watch their favorite shows at flexible times and in the latest UHD technology.”
However, according to a report by Ymedia, television advertising fell 1.3% in 2017 compared to 2016. Moreover, the advertising pressure on television has% dropped by 1.4% last December, compared to December 2016, with Telecinco being the one that has caused the most pressure, followed by Antena 3.
On the other hand, television consumption during the month of December compared to December 2016 has been reduced, excluding younger ages between 4 and 12 years, with 15 more minutes of viewing and 13 to 24 years , with 7 more minutes.
In the opinion of ymedia CEO Jaime López-Francos, “December figures have failed to save a year in which advertising investment has stagnated after several years of rise and even ends slightly negative. The Christmas campaign has not surpassed last year’s data. This slight drop in TV advertising pressure is surely partly explained by the political instability that has generated the problem of Catalonia, although there are other economic factors that have also influenced”.
In the rest of Europe, the UK is the market where connected television has proliferated the most and 115 million pounds was invested in connected advertising during 2016. SpotX forecasts this growth to continue to 220 million pounds by 2020, which by the same year 75% uk households will have Internet-connected televisions.
In France, the development of connected television is also positive, and SpotX estimates that advertising oriented to this platform will grow from 35 million in 2016 to 240 million by 2020.
In Germany there is no penetration of connected television as favourable as in the UK or France, in fact, industry experts believe that Germans do not know the services of connected television. However, they are optimistic and anticipate that revenues from this technology will increase from 50 million euros recorded in 2016 to 125 million euros in 2020.
Something similar happens in Italy, where connected television is not widespread, but is still estimated to grow to a CAGR of 80%, reaching 105 million by 2020.