Millward brown 2016 Digital & Media Predictions

DIGITAL & MEDIA PREDICTIONS 2016
MARKETING, 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 marketing
1
Smart brands will rethink how
to create effective mobile ads
2
Header bidding will drive
change in programmatic
buying3
Connected TV won’t kill
linear TV advertising in 2016
4
Brands waste billions by
failing to adapt video creative
across formats5
Content marketing reaches
the C-suite
6
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.
1
Advertising 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)
1
Until 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 Galpin
Head 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.
2
A 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)
2
outdoor 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 Längsfeld
Brand 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.
3
The 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)
3
These 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 Georgiev
Senior 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.
4
Ad-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.
5
According 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 Southgate
Global 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.
6
Virtual 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 Ostler
Sector 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.
7
pivot, 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)
7
The 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 Hung
SVP, 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 Georgiev
Senior 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 Galpin
Head 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 Längsfeld
Brand 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 Hung
SVP, 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 Ostler
Sector 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 Southgate
Global 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

Millward brown 2016 Digital & Media Predictions

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