Bill Harvey’s 2021 Predictions for Business, Culture and Regulation

2021 Predictions Media and Advertising BusinessLocal advertising will spring back in the first areas to move back into a normal world and then fan out as more and more markets get back to nonCOVID conditions This will give local media with new tech a chance to show how those media can add to national media usefully in a nonCOVID worldThose who have lost jobs andor were in economic straits before will need help The government will do its best Advertisers will figure out that helping the less fortunate half of the population is a great investment opportunity speaking again of gratitude effects There will be as many different approaches as there are advertisers For example discounts to those who subscribe at a chosen cadence to home delivery of a brand cancellable at any time who lost jobs due to COVID who got vaccinated when they could who still wear masks in public anyway who performed essential services during COVID a deeper discount for qualifying on more of these basesMore of advertising time and space will be used to tell real stories about the good work a brand is doing as contrasted with pitching the brandAs the economy comes roaring back and advertisers try many new things they will rely more and more on experiments as the way of quickly judging what is working and what is not This is easy to do with random control trials programmatically Let me know if you need help with this itamp8217s easy That is we make it easy Experiments provide a far higher degree of certainty than MMM MTA single source lift studies eye tracking etc By the end of 2021 the number of advertisers using RCTs and matched zip code experiments will start a longterm growth curveTelevision in all its forms will again be recognized as the powerhouse of media for creating demand whereas digital excels for harvesting demand Dollars will cease flowing out of television into digital year after year and reach something like an equilibrium state in aggregate with specific brands coming back more strongly into TV When the longforgotten promise of interactive TV is remembered TV will do everything with higher reach and better context effects and all the data capabilities of digital and more so in terms of data accuracyNot only the disappearing cookie and privacy concerns will cause a return to context as a top criterion in media selection The RMT proof of how much an ROI and branding difference context makes will be an equal cause to the reawakeningPractitioners will gather into two camps those who are satisfied that panels are best for crossplatform measurement and those who feel that big data are more representative and have greater utility for addressable media than panels can ever achieve Those comfortable with the status quo including walled gardens will gravitate toward panels Those who are fighting for every buck will go the other wayTV networks will also divide into two schools of thought those who are willing to bake in the cost of outcome research chosen by the advertiser and to guarantee those outcome results at a certain level and to preagree on how many Advertising Deficiency Units ADUs will be given if those results are not hit and networks that have a slightly different approach must use their outcome measurement supplierdesign no guarantee beyond delivering eyeballs because the creative is not the mediaamp8217s fault etc The networks of the first type will grow more than the second type in 2021Efforts will be made to make TV and especially MVPD addressable TV as easy to buy as programmatic digital All of these efforts will succeed the easier it is to buy the more the successAdvertisers and agencies will also bifurcate philosophically the majority will continue to treat advertising as a weak force that should be bought as cheaply as possible per impression a growing minority will see advertising and branded content as potentially powerful forces and will be willing to pay higher CPMs for greater contextual resonance2021 Predictions Social Cultural and GovernmentalAs vaccinations takes hold and the herd becomes immune to COVID19 the economy will spring back strongly We will appreciate the lives we had before like we never appreciated them before The gratitude infusion into the body public will enable a lift in consciousness to a more moral and effective level Manufacturing may be given government vaccination priority in industries that are important to the national welfare More and more people will agree that the economy must be brought back strongly and all must act more cooperatively in order to achieve that preventing shutdowns by selfdiscipline this single thought will enable the creation of a unity which has not existed for a long timeThe content of TV commercials video commercialsamp160and brand messaging in TV and digital will increasingly be about People Who Help Each Other Conceivably if improbably the government might even consider television and cinema producers as a vaccination priority if they agree to produce programming which shows characters with characterCountries That Help Each Other could become an international theme America will be reestablishing the alliances it once had and still has to some degree Cooperation between political parties will be the same theme and will remove the freeze on innovative experimentally pretested and prevalidated new legislation At personal levels we will all give some additional consideration to helping people every minute of the day if we see the opportunity There could be a Peace Coalition such as in my scifi novel PANDEMONIUM Live To All DevicesThe connection between deforestation and the more general category of interference with animal habitats and plagues like COVID19 will be scientifically investigated and the findings given appropriate weight in decision making at high levelsWishing you all a rip roarinamp8217 2021Click the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Bill Harvey’s 2021 Predictions for Business, Culture and Regulation

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