Branded Storytelling is the Way of The Future (and Other Predictions)


Kantar Millward Brown, global industry leaders in defining brand purpose, developing winning advertising, engaging consumers, and driving brand growth, recently published their 2018 media and digital predictions report. In it they forecast everything from a shift from marketing algorithms to AI to increased consumer investment in voice-controlled connected devices. But of the eight large predictions the report makes, it’s Kantar’s first two that we find most intriguing.

One: Content offers a new approach to storytelling. According to analysis of Kantar Millward Brown’s Link® database, content that tells stories is proven to achieve better results. The prediction is that next year, advertisers will start with the story and from there create great content to fit to the format.

Two: More brands will start to use film to communicate their messages. In this way, brands can reach new and existing audiences through a more immersive and emotionally engaging experience. The report even gives mention to friend of Brand Storytelling Saville Productions, whose 2016 film Lo and Behold (directed by Werner Herzog for NetScout) premiered at last year’s Sundance Film Festival.

The Kantar Millward Brown Media and Digital Predictions report is full of relevant insights and interesting predictions for the new year. For more details on their marketing, storytelling, and ROI predictions click through the full report below (click slides to enlarge).

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