Kantar - From algorithms to AI: sea changes in the digital advertising ecosystem in 2018

Kantar Millward Brown, a leading global research agency helping businesses grow strong brands, has released its annual Media and Digital Predictions for 2018. For the 10th year running, the company's predictions provide marketers with a clear guide to the challenges and opportunities of the next 12 months, helping them shape their media and digital marketing strategies. The challenge with non-traditional forms of advertising is how to prove effectiveness; whether the objective is to make people more aware, change perceptions, or take action. The impact and return on investment can be compared directly with other brand and behavioral metrics, but brands must be clear about their objectives and consider how to measure effectiveness early in the process. How brands communicate with people will continue to evolve rapidly away from just standard paid media.