I think it is an understatement to say that 2020 was a challenging year for everyone. The digital landscape had to evolve to accommodate the way users consumed media and how much of it. While 2020 left us unsure and confused, I am excited to see what 2021 will bring us. Here are our top 4 media trends to kick off 2021.

Ad Budgets Shift from TV to Digital TV
We should expect digital ad budgets to grow in 2021, the move will come from linear TV to over-the-top and connected TV. The pandemic triggered a stay-at-home policy that triggered a significant increase in media consumption and advertisers are recognizing this. The shift in budget to digital video is because of precise targeting and efficiency, incremental reach and the ability to optimize quickly. With the uncertainty of the pandemic, advertisers want to be flexible.

Ad blocking and how to get around it
Private data has always been the premium source for targeting the coveted audience but moving into an ad and cookie less world, brands and advertisers are going to move their attention to alternative solutions like contextual targeting. This essentially gives publishers a way to respect user privacy but still allowing advertisers to reach their target. Ads will become less in your face and will ultimately enhance the users’ experience on your site. This will help drive conversion rates since people will be served ads that are relevant to them.

Rise of social influencer marketing
Influencer marketing as a form of word-of-mouth marketing in the digital space has given brands a way to amplify their message to a larger market. Influencers can be celebrities but more often they are personalities on social media with a huge niche following. They can help spread the word about your brand through their channels by promoting a product or simply just mentioning it. Users have a tendency to trust social networks to guide purchasing decision if and many depend on influencer recommendation. As social media has become a part of our lives, influencer marketing is going to continue to explode.

More Interactive Content
Interactive elements on your website, social media channels and marketing materials are a great way for users to engage with your brand and learn more about it.  This offers value to the user through education, games, polls, videos and contests.  Creating authentic, engaging and original content that people want to see will help win the battle for customer attention.

Covid-19 definitely is a driving factor in the trends we will see in 2021.  However, it leaves us to wonder which of these will remain when Covid-19 is a thing of the past.  One thing we know for sure is that brands need to continue to be nimble, innovative and on board to experiment in the forever evolving media landscape.