New Zealand advertisers forecast year ahead for marketing

With 2016 marked by unexpected social and political change globally, the Association of New Zealand Advertisers (ANZA) identified seven predictions on what might be in store for marketing in New Zealand in 2017.

1. Greater scrutiny of digital investment

Brands will increasingly be asking where their ads end up, what percentage of their digital ads is seen, and if they are really getting the ROI they are told they will be getting. This will lead them to review their digital investment with more scrutiny.

2. "TV is dead"

TV is not dead, but it is becoming more difficult for marketers to reach an audience whose attention span is getting shorter and shorter. Viewing habits may be changing, but TV still has unbeatable scale and reach compared to every other media, including online video.

3. Consumers will regain control

Consumers are predicted to begin to take back control of their online privacy in 2017. With new privacy rules coming out of the EU, brands will be obliged to give consumers more information about how their data is being used. This will expectedly lead to similar demands in other countries such as New Zealand. Marketers will then need to find new ways to articulate the value of personalised, targeted advertising.

4. Brand-to-brand partnerships

Cannes Lions 2016 and the recent Effies in New Zealand recognised the successful partnership between DB and Gull for the award-winning "Brewtroleum" campaign. 2017 will see more of brand-to-brand partnerships instead of the usual brand-media collaborations.

5. Data ownership

Ownership of data will become more and more important to media teams as brands are starting to seek greater transparency from programmatic. More involvement from marketing procurement teams can be expected.

6. More pressure on "big food"

The way food brands connect with children online is sparking a backlash led by the World Health Organisation (WHO), with regulatory scrutiny increasing around marketing to children in New Zealand and elsewhere. Regulators will look for statutory solutions as parents become increasingly anxious about their kids' online habits.

7. Internal capability never more important

With declining consumer trust, ad fraud, lack of media transparency and other issues currently faced by the industry, it is incumbent on marketers to take the lead in addressing these challenges. Expect an increased focus on internal capabilities in 2017.

For more information, contact ANZA.