Many predictions of the advertising and ad management industries for 2021 revolved around the digital media spending boom and increased popularity of local. These predictions have not been fulfilled. Particularly after a turbulent year.
Even though this year is halfway through, some things have already been confirmed. New distribution channels like ATSC 3.0 provide TV broadcasters with more opportunities for addressable advertising. Digital audio continues to grow.
Here are some key industry predictions for 2021. We also have assessments of their validity halfway through the year.
1. Automation will have an increasing opportunity in 2021
The prediction is
Broadcasters will have to work hard in 2021 as they try to place limited inventory in an industry that has few advertisers. Because fewer people are present, this creates incremental opportunities for automation and remote capabilities. Stations must not miss a beat to keep the systems running smoothly. Stations must make sure that Toyota ads don’t appear next to Ford ads or that Anheuser commercials aren’t shown during children’s programming. All of these operations were performed at the station in the past. However, automation allows for remote options to be delivered. This is crucial for 2021 success.
Moving forward into 2021, it is crucial to reduce friction and avoid potential mishaps. Automation remains a key tool. Broadcasters must improve workflows and make it easier to succeed by automating as many processes as possible. These are some of the processes that you can automate immediately to make an immediate impact:
- Instructions for the import of electronic material
- Ingestion of creative materials reduces the need for manual input and errors.
- To reduce blind spots, order validation
- The creation of airtime reporting.
2. New distribution channels open the door to targeted advertising
The prediction is
A key trend heading into 2021 will be the ability to target specific consumers with a more personal message. Over the past decade, personalized advertising has been a key focus for many industries. As the convergence of digital and linear media continues, other platforms will be more popular to distribute content and deliver an intelligent, targeted message.
A recent Forrester Report shows that addressable TV is a top priority for brands when they want to control their messages across media. Video continues to be in demand, even though their habits change. This will lead to increased expansion into other media channels. According to 46% of brands, optimizing new media channels is their primary media goal for 2021.
CTV, OTT, and MVPDs are all notable new distribution channels. ATSC 3.0 or NextGen TV will be more prominent throughout the year. Increasing station deployments marks a significant improvement in addressable advertising for broadcast TV over the air.
3. Audio Consumption Is Forever Changed
The prediction is
Spotify, Pandora, and similar platforms had already taken over as the primary listening channel for consumers, replacing terrestrial radio. The rise of remote work and the fewer people who can drive to work than ever before has made the impact even greater. This is further influenced by the popularity of podcasts. The world’s audio consumption has changed forever. It is unlikely that we will ever see the return of the “normal” commute to work. Traditional radio will need to adapt its model to offer streaming capabilities and quality content to stay relevant in 2021.
The 2021 Infinite Dial report shows that weekly audio listeners will exceed 193 million in 2021, which is 68% of the US populace. This is an increase of 169 million from 2020. According to the report, weekly podcast listening will rise to 80 million (28%) in 2020, up from 68 million (24%) in 2020. Smart speaker ownership will also grow to 94 million (33%), up from 76 million (27%) last. 49% of people who work remotely own at least one smart speaker. A total of 88% of Americans, or 250 million people, have a smartphone.
Audio consumption has changed dramatically, and this is true even as remote work continues. While streaming and podcast audio offer incredible revenue opportunities, a comprehensive platform to manage and monetize all digital audio content is essential to realize this potential. These technologies enable extended content across formats and platforms to increase listenership and maximize revenue.