As we head into the final months of 2019, there are a number of trends that we believe will be of prevalent conversation and focus in 2020. While some of these trends are not necessarily new concepts, we believe 2020 will be the year that a lot of these ideas actually gain steam or enter mainstream:
1| Hyper Automation Will Transform the Advertising Industry
Facebook is advancing their machine liquidity buying, a hands-off buying format where every dollar can flow to the most valuable impressions judged by Facebook’s AI. Knowing that Facebook often sets the gold standard for platforms, we suspect that other platforms eventually adopt this type of advanced capability. Snapchat, for example, has already made strides in advancing their capabilities with dynamic ads.
2| More Investment in Facebook Messenger
As Facebook continues to invest in Messenger and innovates on the tools available for users, we believe more brands will start adopting Messenger as an extension of their customer service and social strategy. In 2019, it is reported that a whopping 1.3 billion people use the app every month, with 20 billion messages sent through the app each month. This reflects a bigger overall trend with messaging app adoption; eMarketer predicts that by the end of 2023, 3.12 billion people globally will use a mobile messaging app at least once a month.
3| More Brands Will Advertise on TikTok
TikTok exceeded expectations and became the most downloaded app in Q3. We are continuing to dive into the personality of the app - what type of consumers can we reach there and what unique opportunities lie in this platform for advertisers? What may not come as a shock to some is that the growth for TikTok in Q3 was driven predominantly by Gen Z as they continue to grow as a market force.
Which brings us to our next trend..
4| Capturing and Maintaining Gen Z Attention
We continue to learn more about Gen Z and what makes them unique as consumers. They are, for example, the most racially diverse generation and the most adaptable to new technologies. As they become older and more established as consumers (the oldest of the generation reaching 24 years old in 2020), it will be imperative that advertisers keep a close pulse on this group, making sure to key into their differences from their Millennial counterparts.
5| Continuous Growth for Esports
This global multi-billion dollar industry continues to grow each year and is predicted to do so for the foreseeable future - eMarketer expects esports viewers to grow by a total of 52.5% between 2019 and 2023, which would amount to 46.2 million viewers. We believe more brands will (and should) authentically tap into this highly engaged and unique market in the coming year.
6| Mixed Experience or Extended Reality Through 5G technology
While launching in 2019, mass adoption of 5G will occur in 2020. These advancements will open new areas of mobile content that were impossible on 4G, thus presenting advertisers with a new opportunity for their social strategy, in-store experiences and beyond.
7| The Escalation of “Streaming Wars”
While the war between traditional cable television and the “cord cutting” streaming services continues, a new war is underway: The Streaming Wars. The number of streaming services will soon erupt as several large entertainment and technology companies enter the field and place their content behind paywalls. We believe this will open up a number of conversations in the months to come, such as the sustainability of a mostly ad-free environment, and the user/subscription model behavior and relationship.
These are exciting times for marketers; we look forward to watching these trends unfold and seeing what opportunities they will undoubtedly bring to brands.