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Look to big data and narrative brands

The real power of big data is the extent to which it can enable brands to create experiences and deliver communications which add genuine value to consumers' lives, UM MENA's media trends report for 2016 has found.
The recently launched report highlights yearly trends specific to the MENA region, and features input from professionals at Coca- Cola, Google, DMS and Yahoo! The report says that, for 2016, brands must approach the discussion on wearables around how the wearables ecosystems can improve consumers' lives. While some brands might not be quite ready to fully embrace this new age, we're undoubtedly not as far off as we may think. The Internet of Things (IoT) enabled brands are poised to jump on the bandwagon and reap the benefits of wearable technology.
"The report echoes the views of not just our media experts at UM but as well the direction in which our company is heading in the coming years, when it comes to media planning and marketing solutions for our clients. There is a definite shift in the industry but by thinking forward and adapting our approach to the future trends we can achieve maximum impact and ROI," said Chris Skinner, chief executive officer of UM MENA.
On branded content, the report says that narrative brands are the way forward, as they have the credibility and knowledge to create stories that work. Brands need to reinvent themselves as storytellers, although crafting good stories is not easy. The report also says that brands need to integrate mainstream advertising seamlessly on multiple screens, by providing an experience as compelling and immersive as the one on TV. When multi-screen becomes the new mainstream, brands are able to increase their reach and create more meaningful engagement.
- rohma@khaleejtimes.com