kantar220

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.