Analysis

More strategic services are being adopted by marketing teams and as such, they are shifting away new type of work from agency partners. 

"Ephemeral content has always skewed towards personal events and updates. In contrast, the noteworthy moments of Twitter content, is arguably news-making opinions and movements, and less of transient conversations."

About 56% of CMOs expected budget growth of more than 5% in 2021, even if COVID-19 had negatively impacted their business. However, the return to pre-pandemic spend levels proved elusive.

Australia and India are forecasting especially high growth rates this year. Meanwhile, China's ad spend forms 17.6% of the global ad spend in 2021, coming in second after the US (37.8%).

"Imagine a ‘shop the look’ option where users can purchase the outfits and gear of their favourite athletes as they watch the games or a video watch party that keeps the social factor alive. Brands that think out of the box with their content strategy will have much to gain."

Whilst 75% of advertisers recognise the value of syndicated data, the accessibility of data for benchmarking against competitor activity proves a frustration.

"Marketers should take this golden opportunity to focus on establishing proper universal measurement standards. Long-tail publishers get a lifeline."

Euro 2020 sponsors Coca-Cola and Heineken made headlines recently when footballers Cristiano Ronaldo and Paul Pogba removed their bottles during separate press conferences.

Meanwhile, 52% of C-Suite leaders are moderately confident in marketing's ability to lead growth recovery in a challenging global economy this year while only 3% said they were not at all.

In Asia Pacific excluding Japan, Milo was ranked the most loved brand in the region followed by Blibli, Mango, ASUS, DJI, Spotify, Origin, LEGO, Axiata Group and OnePlus.