Media and Advertising Trends to Expect in 2021


That was then, this is now. In 2020 business as usual was turned upside down and sideways. Below are some things MNI Targeted Media is thinking about as we reimagine 2021.

Highly Targeted Connected TV Campaigns

Technology is changing the way we consume information and entertainment, and many are ditching cable TV subscriptions in favor of cost-effective streaming video services. Choice abounds in the CTV space and few other media are as effective in connecting the dots between awareness and attribution. For advertisers eager to seize such opportunities, CTV should be in their media mix. One-to-one engagement is an advertiser’s dream. People want to make authentic connections with brands.

Digital Audio Innovation

What's your favorite podcast? Digital audio platforms are growing fast. As people spend more time with their phones, audios are trusted sources for news and entertainment. In 2021, marketers will want to tap this growing trend because focused listeners are exactly who you want to reach. We're listening 

The Comfort and Power of Magazines

Strong on influence and reach, there’s a cachet to magazines. Welcomed into homes, their curated editorial environments make them good, mask free, company which may account for why 41% of women say magazines are more important than before COVID-19. Magazines have the power to transport and inspire. Cover Wraps (a branded second cover over the actual cover) are an unparalleled showcase for brand storytelling. Special Interest Publications (SIPS), packed from cover to cover with engaging single topics such as food, health, and wellness, also offer targeted, high-impact forums. For innovative brands eager to further ROI, layering augmented reality (AR) and QR codes in print creative further a seamless, measurable omnichannel brand experience. Read and engage more  


Cookies and Following the Crumbs

As Google and others phase out the use of third-party cookies on their browsers, brands are increasingly searching for data that will enable them to serve targeted ads. Linear TV, Location, Offline Purchase and Social Listening Data are great options, and old-school tools like deterministic targeting also get the job done. DataMatch  

Helping Local Businesses Thrive

Local businesses, valued members of any community, benefit from delivering live, area-targeted mobile advertisements that are relevant to their target audiences. Digital tactics are a great way to provide updates and share special offers. According to the latest U.S. Local Advertising Forecast published by BIA Advisory Services, local advertising revenue in the U.S. is poised to enjoy steady year-over-year growth of 2.5%, rising to $137.5 billion nationally.

Personalizing Ad Messaging

The best marketing campaigns are tailored to match exactly what a customer or client is looking for. However, it can take time and effort to adapt your messaging. Having a tech stack at your disposal helps with the heavy lifting. By letting your platform uncover the critical data, you can focus time and energy on delivering ads that forge valuable connections.

About the author.

@JaninePollack is the Integrated Marketing Director at MNI Targeted Media and is the content development lead for Fortune Knowledge Group.