Page 22 - AdNews Magazine Jul-Aug 2020

The Future of
content will likely continue and people will return to consum- ing content in ways that are less disruptive.
Advertising
“I think about really simple things like Bluetooth headphones, where I now almost exclusively listen to news rather than read- ing it,” he says.
This series, brought to you by Xandr, explores where the future of advertising lies influenced by a COVID-induced digital acceleration, changing consumer behaviours and the rise of video.
“From my point of view, peo- ple don’t always want to be staring at a screen. They’re happy to con- sume content in more varied ways that better suits their lifestyle and the way they want to.”
Throughout the pandemic, brands have had to shift the way they create content that engages with consumers.
Andy Morley, head of market- ing at Uber ANZ, says the brand has noticed a move towards more engagement with user-generated content (UGC) – something which he believes will continue into the future.
“This has driven some incredi- bly innovative approaches to pro- duction including greater use of user generated content, leverag- ing video conferencing tools such as Zoom, and also repurposing existing footage to create new stories,” Morley says.
“In many cases we also found that consumers are engaging more with the raw UGC than higher production value, fur- ther demonstrating a desire for authentic real content and the strength of these new methods.
“I think we’ve unlocked some new production approaches here which stay, and this allows us to increase our volume of content and storytelling which is exciting.”
Advertising’s makeover
As consumers continue to take control over the content they engage with, brand integration will make a comeback accord- ing to Peter Hammer, managing director of market research firm Marketing Scientist.
“It’s really about trying to find those advertising opportunities that can’t be blocked and that can’t be skewed,” Hammer says.
He notes that the results from numerous studies have revealed that in-show placements are
I
Samuel Tan, senior director of market development at Xandr, says with all of these changes, the industry has the chance to adapt and evolve for the future.
“Advertising needs to respond to that [change], helping mone- tize those opportunities and helping brands connect with their audiences in those differ- ent ways,” Tan says.
Consumers take control
According to Xandr’s second annual Relevance Report, nearly seven out of ten consumers acknowledged consuming con- tent is part of their daily routine.
Conducted prior to the COVID- 19 pandemic, the report found consumers were already averag- ing four hours a day of content consumption with 80% using their smartphones to consume all forms of content whether it be video, audio or written.
Consumers now have the abil- ity to choose what they want to consume in the time and place that best suits them on the device of their choosing.
Tan believes the proliferation of devices available to consume
t has been a year quite unlike
any other, clouded with much change and uncertainty. A rapid acceleration towards digital, the rise of video on demand (VOD) services and increased content consumption are among the trends painting a picture of where the fate of advertising lies.
“We also found that consumers
are engaging
more with the
raw UGC than higher production value, further demonstrating a desire for authentic real content.”
highly effective but can be more so when combined with ad spots or a supporting sponsorship.
“It actually drives even greater impact across all those different metrics,” he says.
“It’s good news for the ad-sup- ported VODs as well as the ad-free.”
Beyond brand integration, the world is entering an era where con- sumers expect more from brands and simply selling a product or ser- vice will no longer suffice.