Media Trends to Watch in 2019

December 17, 2018 / Media / 0 Comments /
2019 typewriter keys

There’s a big shift going on in the media landscape. Broadcast television has been the standard for decades, but now we’re seeing viewers starting to shift to over-the-top (OTT) streaming services.

While this may be the most obvious trend for the future of media, it’s not the only one to watch in 2019. In this article, we share a few things to look out for as we enter the new year.

The New Streaming Standard

The number-one media trend to watch will be the growth of OTT usage among viewers. This is particularly important for marketers, as it will guide strategy for reaching target audiences throughout the year. Currently, Strong Automotive Merchandising focuses the majority of its media strategy on traditional broadcast networks. As far as automotive buyers go, those with purchasing power still lie within the age range that regularly consumes this form of television. We suspect, however, that this won’t always be the case. OTT is embraced by younger generations and has given rise to the trend of cord cutting, and it won’t be long until this trend leaks over into older generations that are of more interest to auto dealers.

If you’d like to take advantage of the advertising available on OTT platforms right now, we recommend that you do this in addition to your standard broadcast media budget. Right now, the tradeoff isn’t good enough to cut from traditional media and replace with OTT. Instead, consider this a time to experiment with OTT advertising while it’s still nascent, and you’ll be more prepared when it becomes the standard.

Battle of the Rating Systems

Near the end of 2017, we did a comparison of Nielsen vs. comScore ratings. At that time, comScore was just gaining traction as a viable provider of media insights. Over the course of the year, comScore added OTT and console gaming to its metrics. Additionally, Sinclair Broadcast Group signed agreements with both comScore and Nielsen in 2018.

Nielsen moved to 100 percent return path data in 2018, increasing the accuracy and reliability of its results. Nielsen is still the choice for Strong Automotive Merchandising when negotiating media buys. As the services evolve and more offerings become available, we will continue monitoring which service paints the most accurate portrait of viewership for our clients’ markets.

More Trends to Watch

As the landscape evolves, watch out for posts on media trends along with in-depth analyses of hot issues. After all, some trends are predicted while others come about in the most unexpected of ways.

About the author

John Paul Strong: For someone who spends an average of 135 days outside of the office meeting with clients, John Paul Strong remains the driving force behind his Birmingham-based advertising agency, Strong Automotive Merchandising. Strong began his career as an account executive at Martin Advertising. Learning much, but never satisfied, he convinced his father to partner with him in reopening their own advertising agency in 2004, catering exclusively to the automotive industry. The company started strong but humble. The original roster of 10 employees and eight clients has exploded today, growing to 100 full-time employees and more than 220 automotive dealers. And it hasn’t gone without notice. Along the way, Strong Automotive Merchandising has been recognized as a perennial winner in Birmingham’s Best Places to Work contest and as a Top 20 Agency among Google’s National Ad Partners. Yet, Strong still finds time to share what he’s learned along the way. As an avid writer, he has published two books in the Next Day Traffic series, along with more than 1,000 automotive-focused blog posts. He is also a member of the Texas Auto Writers Association, and his success has been recognized in the Birmingham Business Journal’s 2013 “Top 40 Under 40.” In 2018, Strong was named CEO of the Year by the BBJ. The foundation for Strong’s career began at the University of Montevallo where he earned a bachelor’s degree in communication studies and advanced public speaking. Always staying ahead of the competition, Strong later went on to study in Harvard Business School’s Executive Education Program. Amid all of his endeavors, Strong always makes time for what matters most – his family. He is a proud husband to Amy, and father to Lilly Grace, Anne Charlotte, Hudson, and Ford.


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