Who rules the internet? - summary of the media market over the past year

In Poland, video advertising and video content reaches over 20 million consumers[1]. 2017 ranked this form of content delivery as the leader. However, trends, i.e.: temporary content, influencer relations and an emphasis on reliable and quality messages, also made their strong mark. It is now time to take a closer look at the media market in 2017 and the projected trends for 2018.

January is a symbolic month. The passing of the year prompts us to take stock and take a meticulous look at all the activities carried out over the past 12 months. What did the media market look like in 2017? We have compiled what we believe to be some of the most important trends and events of the past year.

Video marketing

Video is one of the most limitless and effectively growing communication formats. Audiences are watching more and more of both short and long formats, placing video as the leader and main driver in driving online advertising spend. Data collected in the PwC report shows that the value of the online video market in Poland in 2021 will be $157m, with an interim growth rate of 6%[2]. However, in proportion to the development of this format - the audience's expectations of the content they receive are increasing. Saturation with a plethora of information found on the Internet causes the consumer to consciously place great emphasis on the attractiveness and form of the content being absorbed. Caring for involvement and curiosity, companies are outdoing themselves in creating creations that respond to the needs of recipients. According to experts, video will maintain its leadership in communication in 2018 as well. In addition, it will be strengthened by the growing trend of companies/brands creating their own channels on YouTube, which will help them effectively achieve their communication goals.

Capture fleeting moments - temporary content

The tastes and habits of Millennials and Generation Z have a strong bearing on the direction of communication and the choice of specific tools used by the media market. 2017 opened up to temporary content with Instagram, Snapchat, Messenger Day and Facebook Stories. This is a nod to the needs of young audiences who value ephemeral content. The appeal of ephemeral content stems from the limitations of accessibility to the content in question, which can irretrievably disappear after 24 hours. Young consumers perceive such messages as more reliable and unforced. They do not feel overloaded with a particular piece of content, image or brand. Temporary content activates audiences, increasing their desire to know and see content before it disappears. They decide whether they want to explore the message or skip it. Moreover, 2017 popularised the phenomena, i.e. live streaming, stories and 360˚ video. Short video content and Snapchat and Instastories are no longer just for entertainment, but are increasingly being used commercially/promotional as well as informative (e.g. Snapchat is used by Reuters to communicate key stock market and company news). Predictions for 2018 point to the automation of this content and the need to be on constant standby.

Trust is the basis

Every day, audiences are confronted with thousands of pieces of content. The year 2017 is associated with the spread of a negative phenomenon described by the neologism fake news. The term refers to content, unsupported by reality, that is presented to the public as true. Deliberate disinformation, as well as catchy headlines, are designed to fulfil specific benefits: publicity, standing out, causing a scandal, etc. High-profile, provocative campaigns and actions by brands that will live long in our memories (Black, PGE, Reserved) have contributed to the spread of this controversial trend. The popular motto "it doesn't matter how they talk, it's important that they talk" is still often used today. Controversy, however, does not always have the desired effect. Recipients have become increasingly aware and demanding, expecting a reliable message. Consumers carefully scrutinise the content they receive and verify it against reality. This is all due to the trust they place in both the media and certain companies. The content with which brands communicate online must be based on reliable information and not idealised messages. Be sure to approach the subject matter factually and remain a credible source. Reputation depends on communication as a whole.

Professionalisation of influencer marketing

Content presented via media-savvy personalities, experts or owners of well-liked and attractive accounts on selected social media platforms is becoming increasingly popular. Forecasts for 2018 indicate an even faster and increasingly formalised development of the field of influencer marketing. Information provided by the Influencer Marketing Hub shows that already in the first quarter of 2017, almost 30 per cent of companies chose influencer marketing as a method to reach consumers. What's more, more than 60 per cent of companies intend to increase their budget for these activities[3]. The coming year will see a significant professionalisation of influencer activities and activities, as well as rules of cooperation between influencers and companies. This professionalisation will also be reflected in a greater emphasis on the measurable effectiveness of the content being promoted.

However, it is not only influencer marketing that will be watched more closely for effectiveness. Changes in intensity and the way it is measured will translate into communication activities in general. Furthermore, 2018 will bring the implementation of new, evolving obligations and rights for advertisers, as well as changes in the context of data protection. All this will be strongly reflected in the demarcation between 'earned' and 'paid' media.

The media market is evolving and changing at an incredible pace. The most important thing is not to miss these changes. 2017 was a dedicated year for video - will the baton be passed on next year? We will find out in the coming months. We already know that 2018 is forecast to be a constant standby and follow the most effective trends.


Text author: Patricia


[1] https://www.statista.com/statistics/280685/number-of-monthly-unique-youtube-users/

[2] https://www.pwc.pl/pl/pdf/rozrywka-i-media-w-polsce-2017.pdf

[3] https://influencermarketinghub.com/the-rise-of-influencer-marketing/