As the definition of media continues to expand, marketers are challenged with “mastering the flow” of insights and information. Any disruption can interrupt that flow and create challenges, according to a report from Kantar Media. But it also means opportunity and in the case of podcasters, a shot at becoming a larger recipient of marketing dollars.
The year ahead will bring a greater focus on digital channels according to Kantar, which it says will impact the balance of how marketers use other media. Three-quarter of agencies say they intend to increase their podcast advertising budgets. Applying the combined response of advertisers, agencies and media, only 10% intend to reduce their podcast spend, with 27% staying put.
The more dramatic story that Kantar delivers in the “Getting Media Right” report surrounds podcasting. A staggering 75% of agencies say they intend to increase their budgets on the platform. Applying the combined response of advertisers, agencies and media, only 10% intend to reduce their podcast spend, with 27% staying put.
Further illustrating the digital focus of ad buyers, the report shows their expected use of radio as an advertising channel offers a fair to middling forecast. When marketers were asked by Kantar where they will devote spending in 2020, about half, 49%, said their investment in radio will remain the same. Another 16% say they plan to increase advertising at radio. The less than stellar news, however, is that 35% said they intend to decrease their radio spend.
The most dramatic increase in increasing 2020 budgets will be go to online video (84%), with a mere 3% telling Kantar they will reduce spending there, with 13% remaining the same. Social networks continue to be a consistent resource for spending with 70% of those surveyed looking to increase their 2020 spend (27% static, 6% decreasing). Advanced TV is also a shiny toy for marketers: 52% will up spending more, 34% are staying put, and 14% are decreasing.
Among platforms whose increase in spend is lower than its share of staying the same: online display ads, point of sale (POS), outdoor and traditional TV. And platforms that will lose more than they will gain: newspapers and magazines.